» SPOTLIGHT
Women's Day Supplement
TRANSFORMING IDEAS Samantha Carter, Marketing Manager, Infor enjoys the process of transforming marketing ideas into executable solutions and has adapted well to the region’s cultural diversity
What made you choose this career path? How would you summarize your professional journey so far in terms of meeting expectations, both yours and the organization’s? My professional career has always been in Marketing. I have always had a passion for enterprise technology marketing. I've currently been at Infor over 12 years and during this time have covered many roles in both Regional and Partner marketing roles and worked with various Infor teams in US, Europe, APAC and for the past 5 years in Middle East. I excel in driving sales performance through transforming ideas into solutions and creating ROI driven strategies. My technical expertise is across the whole marketing spectrum, both on and offline, which enables me to see the big picture and piece all the pieces of the marketing jigsaw together. From your experience, is gender a differentiator in Marketing at all or are men and women similar in these roles in terms of the strengths they bring to these roles in conceptualizing and executing? Are women sufficiently recognized for their contributions? Men and women both have a vital role to play in Marketing. Marketing in our industry has traditionally been dominated by women, but over the years we've seen more males joining the Infor marketing team and it is good to have this balance of gender in the team. Women still need to work harder in more senior roles in Marketing to be heard by their male counter parts. How has Hybrid work and accelerated digitalization challenged, changed and enabled your role in Marketing? Infor has always allowed employees to work in a hybrid manner, being a global organization, we are used to having online team collaboration across the globe - in fact during the pandemic it allowed the marketing organization to work more closely and capitalize on other regions activities.
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CXO DX / MARCH 2022
Samantha Carter
Marketing Manager, Infor
Briefly highlight some of the standout milestones from your current role and over the past? A key highlight was moving to Infor's Middle East region with my family (husband & two boys). Uprooting the family to a country and culture that they have never experienced was an exciting challenge. Another highlight was applying my marketing skills and knowledge in a completely different region. Understanding the culture and nuances of the region has been a key success as well. 5 years later I'm still enjoying the challenge and love the cultural diversity of this region. What would be some of the goals that you have set for yourself in the years ahead in your professional journey? I will look to continue to embrace change and educate myself on modern marketing best practices and strategies. I'm always on the look out for the next new marketing initiative - trying something new is always exciting.
