Senior Head of Marketing at The Prince’s Trust
Jack is currently Senior Head of Marketing for the UK’s leading youth charity, The Prince’s Trust. His team’s marcomms responsibilities are UK-wide and include brand management, advertising, video, events, active challenges, a retail store and merchandise.
Previously, Jack was Group Marketing and Communications Manager in the private sector for events agency, Crown Group. Here he managed the full marketing mix across nine businesses. Jack was awarded Chartered Marketer status at the early age of 25 and his successful cross-sector career has also seen him hold posts at the Big Lottery Fund, where he headed-up the regional communications team, and at safety charity ROSPA, as Marketing Campaign Manager.
Jack Lowman: To make great things that make a great difference.
Jack Lowman: I think there are a few things that would be in my recipe: be a leader first, and a marketer second. Hire, develop and trust the best people. Be obsessed by audiences and their behaviours. Have a rigorous yet creatively brave approach. Know your business, and how your function adds value to it. Then demonstrate it. Genuinely care about the contribution your work makes. Kevin Murray, Chairman of the Good Relations Group, captured this spirit by saying: “I don’t care what you know until I know how much you care”.
Jack Lowman: Many of the marketing leaders that I have been lucky enough to meet through the Marketing Academy over the last year have demonstrated vast experience and belief in some of these principles. Sarah Warby (Sainsburys), Rufus Radcliffe (ITV) and Jenny Ashmore (SSE) all have their audiences at the heart of what they do.
Jack Lowman: We face some of the same challenges that we have always faced as marketers – understanding audiences, standing out, measurement and emerging technologies and markets. The difference is the speed of change, which is so rapid.
The current challenge is keeping up, being brave, moving fast and ensuring you learn as you go.
Jack Lowman: I’ve been lucky enough to be involved with the Marketing Academy over the last year, so I’ve had access to some incredible mentors who have helped me navigate the ever-changing landscape. I would encourage people to seek a mentor that operates in a different industry to theirs.
Jack Lowman: The best agencies I’ve worked with are always open to ideas, collaboration and working towards shared objectives – so it can only be positive.
Jack Lowman: It’s all about the work – if the output delivers beyond the objective, is on time and in budget, then you know you have hired the right agency. Add a bit of fun, genuine passion for the brand and a focus on long term impact, then you have something special.
Jack Lowman: We recently launched our first major brand campaign in nearly a decade. ‘Learn the hard way’ will span TV, cinema, radio, out-of-home, print and social media. I felt immensely proud reading the hundreds of online comments from young people, the general public and staff who had got behind the advert.
Jack Lowman: Marketers need to be storytellers internally, as well as externally. Inspire your colleagues, demonstrate the value of marketing and build an environment for them to be advocates.
Jack Lowman: I’d describe myself as a generalist, with a focus on understanding how specialists’ skills, such as copywriting, search and social, all integrate for a wider purpose. That said, I’m a big believer in people turning their strengths into super powers, and utilising their specialist knowledge and passions to add value, whenever they can.
creativebrief partner the Marketing Academy is a non-profit organisation which provides a unique forum for industry leaders, marketing gurus, entrepreneurs and inspirational people volunteer their time to inspire, develop and coach the next generation of future leaders. The Marketing Academy gift a maximum of 30 ‘Scholarships’ each year to the fastest rising stars in the marketing, advertising and communications industries. A team of high profile mentors and coaches develop these stars through a process of mentoring, coaching, networking and personalised learning. 86 mentors, 30 Coaches, 20 Judges, 36 companies and an owl called Merlin all provide their time, resources and knowledge to assist in shaping the minds of our future leaders. Furthermore as a vital part of their curriculum all Scholars volunteer at least one day per year through our Donate28 initiative to work with charities who need bright young marketing minds. For a full list of the individuals involved, see the Sherilyn Shackell interview.
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