CAREERS: Job interview

Name: Mark Collins

Name: Mark Collins

Job: Marketing director

Company: CNN Interactive, Europe

Age: 31



How did you get into marketing?

A few things I did as Student Union entertainment officer at University College Dublin, and decent academic results, attracted Procter & Gamble's graduate recruiters.



What was your motivation for joining CNN?

CNN maintains an entrepreneurial spirit despite being part of a large corporation. Those attributes, and the fact that CNN is the leader in TV, PC and wireless media made it the right move to make.



How challenging is the international focus of your job?

International marketing in the context of Europe requires detailed country-by-country planning to ensure central strategies are tailored to each country's individual requirements. This ultimately makes an international marketing focus more efficient.



What is the greatest challenge the marketing industry faces?

To anticipate and better understand how new media and technology will impact on consumer behaviour. Traditional marketing models driven by research still seem to be the best means of navigation in the new economy. That's because they focus on what the consumer needs rather than what technology permits.



What do you enjoy most/least about your working environment?

Most enjoyable is the diversity of people in CNN/Turner - many larger-than-life characters. Least enjoyable is the fact there's no canteen here - it makes you spend a fortune in Soho's sandwich shops.



What individual has influenced you most in your career?

My father, a great entrepreneur who successfully set up several companies and was never afraid of the challenges building your own business entailed.

He always advised me to consider any business decisions as if I were making them for my own company.



Where do you see yourself in ten years' time?

Hopefully, in a large villa in Tuscany with my son asking: 'Dad, where were you during the internet revolution?'



What characteristics do you look for in the people you do business with?

A sense of humour and professional commitment.The ideal businessperson is someone who can have fun while getting excellent business results.



What would be the one piece of career advice you would give?

You only live once - don't spend all your time in the office.



What has been your biggest mistake?

My father retired from book publishing about ten years ago. At the same time I left university and he bought me an Apple computer. He suggested I sell books by mail order or go into book publishing and sales. My mistake was not making the mental connection between a networked computer and a book. Jeff Bezos did a couple of years later and started Amazon.



What has been your biggest achievement?

Personally, it was having the foresight to move into the interactive sphere when I did. Professionally, it was launching a unique chocolate bar in Central Europe for Kraft that gave Nestle and Mars a good thrashing.



What do you do to unwind?

My ideal unwind is having a home cooked dinner with a large group of friends, plenty of good wine and staying up watching a classic movie.



CV

1991-1994: Marketing executive, Procter & Gamble

1994-1997: Group brand manager, Middle East, Kraft Foods

1997-1998: Marketing manager, Central Europe, Kraft Foods

1998-2000: Director of marketing, Middle East and Africa, CNN Europe

2000-present: Director of marketing, Europe, CNN Interactive.



Discussion

Before commenting please read our rules for commenting on articles.

If you see a comment you find offensive, you can flag it as inappropriate. In the top right-hand corner of an individual comment, you will see 'flag as inappropriate'. Clicking this prompts us to review the comment. For further information see our rules for commenting on articles.

comments powered by Disqus
Brand Republic Jobs

subscribe now

Latest

John Lewis walks consumers through its history to celebrate 150 years of business
Waitrose boosts content strategy with 'Weekend Kitchen with Waitrose' C4 tie-up
Hottest virals: Cute puppies star in Pedigree ad, plus Idris Elba and Fruyo
Amnesty International burns candles to illuminate new hope
Toyota achieves the impossible by calming angry Roman drivers
Tom of Finland's 'homoerotic' drawings made into stamps
YouTube reveals user habits to appeal to 'older' marketers
Ex-M&S marketing chief Steven Sharp consulting at WPP
Wolff Olins reveals new CEO after Apple poaches Karl Heiselman
Glasgow offers £30,000 prize to best digital idea for 2014 Commonwealth Games
Google's revenues surge but shares drop as it grapples with transition to mobile
Facebook beats Twitter to most 'marketing friendly' social media site crown, says DMA
Fableists believe children like Finn should be outdoors enjoying life
Homebase, Baileys and Camelot join the line-up at Media360
MasterCard renews Rugby World Cup sponsorship to push cashless message
Lynx unleashes £9m 'Peace invasion' campaign
Social Brands 100 Youth: Pizza Hut most social youth brand in UK
Cheryl Cole is wild and arresting in new L'Oreal work
Morrisons told not to show alcohol ads during YouTube nursery rhymes
O2 head of brand Shadi Halliwell departs after 23 years at company in restructure
Tesco hit by further sales decline as it turns to digital Clubcard and social network
Branding guru Wally Olins dies aged 83
Duracell short film captures epic Transatlantic voyage
Ash runs Tinder experiment to show smokers are less desirable to opposite sex
British Airways teams up with Gerry Cottle Jnr for summer of rooftop film screenings
Arklu says 'girls can be superheroes too' with doll design competition
Coke enters squash market with Oasis Mighty Drops
Virgin Galactic signs up Land Rover as space flight sponsor
Motorola marketer Andrew Morley departs as Google gears up for sale to Lenovo
US Airways apologises after tweeting obscene image at a customer