» ALIGNED WITH CUS TOMER NEEDS

Aligned with customer needs

Fran Martin, Marketing Manager, Axon Technologies has focused on targeted marketing campaigns that deliver desired outcomes

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?

After completing my university degree in Economics, I developed a strong marketing passion and realized I had an entrepreneurial marketer spirit, so I decided to pursue a professional career in the field of Marketing. During my 14 years of experience and growth in different marketing roles within the IT industry, I developed a mix of offline and online marketing strategies by identifying trends and customers’ needs to create highly targeted marketing campaigns.

Being part of the Axon Technologies team, a working ecosystem filled with dynamic and hugely skilled professionals, I am putting into practice in my day-to-day tasks the skills acquired to build productive relationships with customers & channel partners. Despite my previous experience, this is a challenging position because the cybersecurity world is constantly evolving, and I must work in a dynamic environment that keeps me continuously learning and growing professionally.

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?

Nowadays I believe that in general women’s representation in marketing is robust and strong, but of course, there is always room for improvement especially when we talk about seniority.

Companies do not want to lose talented staff, and I strongly believe that most of them are doing all they can to retain their employees by providing all the mentoring, support, and making positive adjustments within and across working environments to help maintain and cultivate a suitable work-life balance.

How has hybrid work and accelerated digitalization challenged, changed and enabled your role in Marketing?

There is no doubt that the COVID-19 pandemic has changed our lifestyle, and hybrid work is one of the adjustments we have all adapted to. Throughout my career, it is a fact that flexibility was a key element in improving team collaboration. Nowadays, considering that it is not an exception but a trend, I believe this flexible schedule increases efficiency and helps balance my time between home and office.

Nevertheless, and regardless of the benefits that digitalization is bringing to us, such as new ways of running online and remote marketing campaigns to help us engage with our customers and prospects, it is a fact that face-to-face interaction is still important to build stronger, more meaningful business relationships and avoid business "dehumanization". Fran Martin

Marketing Manager Axon Technologies

Briefly highlight some of the standout milestones from your current role and over the past?

Throughout my career journey, I have had an amazing professional experience working and building trust with colleagues and customers from different backgrounds and nationalities, both in person and in an online environment. I am lucky to work in this challenging industry, cybersecurity, alongside an extremely capable and experienced team.

What would be some of the goals that you have set for yourself in the years ahead in your professional journey?

Keep on putting my creativity, communication skills, and analytical abilities to good use that can play a long-lasting impact on customer awareness and contribute to an increase in sales. Pursuing a marketing career is a rewarding, challenging, and long journey, that in combination with a dynamic field like cybersecurity, is the perfect mix to keep on learning and growing professionally.