Originally published by She Can Code
She joined Hyve in 2020 and was initially responsible for developing and implementing a marketing communications strategy, executing conversion optimisation plans as well as internal branding activity. She was promoted into a senior leadership role in 2023 and now holds the position of Marketing & Operations Director. This role includes full operational responsibility across regional hubs in the UK, U.S and Germany.
How did you land your current role? Was it planned?
Initially, I pursued a marketing career in aviation thinking it would be a safe bet as “planes will never stop flying” but how wrong could I have been? During the COVID pandemic in 2020, I took a deep breath, stepped outside my comfort zone and took the daunting decision of voluntary redundancy to review my options. With nothing to lose, I applied for the Head of Marketing role at Hyve Managed Hosting in Brighton, and what a decision it was! Jake Madders and Jon Lucas, co-founders of Hyve, had exciting growth plans and were fully invested in the people who make the business the success it is. This left me feeling excited to support and be part of a growing tech business that values its employees.
I joined to take up the reins of the marketing team. I worked to create broader market awareness of Hyve’s offerings and align its brand messaging to build its reputation. This led to the growth of the marketing team who’ve adopted a lead gen focused strategy to bolster our sales pipeline and build brand equity. From the success and growth of this team and the integration of our marketing strategy into every element of the business, I landed the role of Marketing & Operations Director, overseeing the marketing, commercial and business operations on a global scale.
What are the key roles in your field of work, and why did you choose your current expertise?
Heading up operations is like being an orchestra conductor; just as the conductor coordinates all the different instrumentalists and ensures the delivery of a harmonic musical performance, the operations department coordinates tasks and resources to keep the business in sync. Change is constant in the tech industry, so the key is to be organised, ask lots of questions and be ready to react quickly. I often find my Outlook calendar and to-do list are my best friends in this role! Collaboration is also core in operations; you are only as great as the team around you, so you need to ensure everyone is working towards a common goal.
I have learned that I align well with big-picture and lateral thinking, creativity, and problem-solving, which are greatly important in marketing and operations. I have been lucky enough to find a workplace where everyone can be heard and where the co-founders want everyone to be involved in business decisions, which has helped me to grow into my current position.
Did you (or do you) have a role model in tech or business in general?
I don’t have an individual role model or someone I aspire to be like, I am my own person, carving my own path. I was once told, “you’ll get to where you want to be by who you are, not what you know” and I used to find this offensive. I thought they were suggesting that I wasn’t clever enough but now I see the other side, that it’s important to stay true to yourself because you shouldn’t hide behind who you are expected to be.
I am also fortunate to be surrounded by an amazing group of driven friends, family and colleagues who empower and inspire me every day in their own way.
What are you most proud of in your career, so far?
My team because none of the accomplishments in the business would be possible without them. Watching them develop and grow, and seeing the results of their efforts and professional development is very rewarding.
There’s a lot to celebrate in self and business, for instance, resilience in adversity and never taking no for an answer. In terms of corporate success, it would have to be the recent launch of our U.S. office in Texas and European centre in Berlin. Taking Hyve from one to three regional hubs this year, including building out the new teams on the ground and developing strategic sales and marketing plans in the new locations, is something I have learned a lot from and am proud to see those new hubs growing and thriving.
What does an average work day look like for you?
There’s no average day in my role, and I’m glad of it as it stops things becoming boring. The unknown excites me as I find the anticipation of the next hurdle, celebration or direction we take thrilling. Day-to-day my role is diverse and dynamic: I’m in a lot of project meetings, heading strategic planning, looking at sales metrics vs targets, overseeing marketing campaigns, checking in with regional hubs, and implementing strategies to make the business as efficient as possible. As there is always something new and exciting in our industry, and I am constantly learning about emerging technology and new products. I find myself challenged and motivated to innovate and stay ahead of the competition.
I also have the fun task of juggling the founders’ new ideas with urgent activities, and prioritising what we should do and what can be put on the back burner.
Are there any specific skills or traits that you notice companies look for when you’re searching for roles in your field?
Confidence and collaboration. In the world of tech, the exciting thing is the ability to be agile, which means you must keep on your toes as projects and priorities are always fast paced. This is where operations play a crucial role in ensuring that new and adaptive plans and ideas align with the company’s objectives and roadmap.
People in tech are super collaborative, and a team player will surely succeed. Specifically, in my role, success comes to those who are creative thinkers, organised, and willing to tackle challenges.
Has anyone ever tried to stop you from learning and developing in your professional life, or have you found the tech sector supportive?
I think tech is a fantastic industry for learning and development. You can’t just stop learning as tech is ever-evolving and an integral part of modern life. I have also found everyone to be supportive of others: at Hyve, we are like a family, and that’s what makes us go from strength to strength.
However, a current industry concern is the IT skills gap, where we do not have enough grassroots talent coming through to tech roles. More should be done higher up to highlight the importance of industry and the opportunities available.
Have you ever faced insecurities and anxieties during your career, and how did you overcome them?
Imposter syndrome is something I struggle with, especially in a male-dominated industry such as tech or aviation. I was made redundant twice in four years before my current role, so it took me a while to relax and be myself as I was worried about what was around the corner. However, this is what inevitably landed me in my operations role. From the beginning, I made sure to involve myself in all business aspects to be as helpful as possible if the business direction were to change.
Next to this, but aligned, is the fear of failure. Failing and learning are needed for continuous improvement. It is not a weakness as you sometimes need to fail to succeed, which enables you to challenge yourself and deepen your learning.
There seems to be a preconceived notion about senior management roles that suggests you must have all the answers and make all the decisions. My experience tells me that this isn’t the case. The key is the team you have around you to support your direction and believe in what you are trying to achieve.
Entering the world of work can be daunting. Do you have any words of advice for anyone feeling overwhelmed?
Try and be yourself and not someone the role wants you to be. We all need to be professional and respectful, and sometimes dress up to work, but if you’re hiding your personality, you cannot prosper in time.
Practical advice would be to try to break things down into manageable chunks and keep pushing, as the saying goes ‘Rome wasn’t built in a day’.
What advice would you give other women wanting to reach their career goals in technology?
Don’t wait to be asked, get involved and be nosy. If you want something, you can shape your own destiny so don’t be shy, speak up and go for it. We need more contributors and diverse collaborators in the tech world, which runs and has a bearing on most moments in life. Now is the time to make an impact and be involved in what might shape the future.
