FEATURE
My Ambition is to... AMANDA SISTERN MARKETING & BUSINESS DEVELOPMENT DIRECTOR AT CARSON MCDOWELL
I
really enjoyed school and studying but I didn’t have a definitive career path like many of my peers at Limavady Grammar School, who knew that they wanted to be a doctor or a vet from a young age. Having gained inspiration and guidance from my mum’s career path, I chose to study a BSc in Management with IT at Queens University, Belfast, a course which I hoped would open many avenues for me in the future. I loved IT but excelled at business and marketing. Therefore, in my final year, while the rest of my class were competing for positions in well-known accountancy firms, I decided to continue my studies by completing an MSc in Marketing & Entrepreneurship at Ulster University. At the same time I worked as a retail manager in a firm where I had worked part time when at school. I learned a lot in retail, gaining selfconfidence which helped me get through my first round of marketing interviews as a new graduate. In 2010, I accepted my first marketing role as a Marketing Assistant in a managed services company. I gained firsthand experience in all areas of marketing, from PR to event management, and after two years, I was promoted to Marketing Executive. In 2013, I experienced my first career hurdle being made redundant after a takeover. At the time, I was devastated, but looking back, this was the turning point in my career. It set me on another path into the financial services and legal sectors, where I now have a unique skill set and a strong track record for marketing and business development success. Moving into a law firm in 2013 was challenging as it was very traditional with marketing being considered a nice-to-have, rather than a need-to-have. It was a good introduction to the sector and built my resilience. However, I chose to move on when offered the chance to work at one of the leading banks in Northern Ireland, Danske Bank. 2014 was genuinely when my career took off. Danske Bank was my biggest opportunity to learn. I delivered regional campaigns, managed high-profile sports sponsorships and launched a financial literacy programme which they continue to use today. The
guidance from my manager, Nicola McCleery, really developed me as a person, gave me my ‘can do anything attitude’ and, most importantly, the skills to progress my career. It is true what they say, never burn your bridges, as four years after leaving the legal sector, I returned to the same firm as Marketing & Business Development Manager and subsequently ‘Head of’. I was more experienced and confident. Here I led the development and rollout of the firm’s marketing, communication, and business development plan, enhancing their brand awareness in a highly competitive market. As a result, in 2019, I was incredibly proud to win a Women in Business award for Best Marketing Campaign. This was for a ‘Legal Focus’ social media campaign, the first of its kind for a NI law firm, which significantly grew the firm’s share of voice online and generated exceptional leads. For me, the best thing about my role in marketing is the sheer diversity of the work I do. Marketers share a common thread with the overall business leadership team – to generate new business and make a profitable return. This has given me incredible exposure to marketing and business development
18
strategies and opportunities suitable for the various industries law firms operate within. I did not initially think I would find myself working in the legal sector, never mind going back after my first try at it. However, the sector genuinely excites me. As it has continued to evolve and innovate, I reached a point where I wanted further career development and to work for a more prominent company, continuously improving its strategy and making a difference. Today, I am in the relatively early stages in the Director of Marketing and Business Development role at Carson McDowell, the number one commercial law firm in Northern Ireland with a fantastic and highly experienced legal team. I have always been a driven person, keen to learn, develop and progress through the marketing career path. As the world of marketing is ever-changing, my ambition is to continue that learning and development to grow and bring the most innovative ideas and strategies that will positively contribute to the success of Carson McDowell. With the encouraging support provided by the firm, I know my career will continue to evolve.
