Managing Director of TishTash Marketing and Public Relations and TishTash Talent.
What brought you to do Dubai?
I moved to Dubai nearly 5 and a half years ago. Living and working overseas was something I’d always wanted to do. I’d always thought I may end up in America, but one of my university friends was working here for a big media company and I sent him my CV and asked him to think of me if anything relevant came up. Within a month it had; I spent the next 2 years working for one of the biggest government owned media companies heading up marketing for a number of their brands. It was a busy and tough couple of years, but I learned a lot about working in the Middle East, and I met many great people who have been instrumental in where I am today.
Describe a typical day.
I’m a morning person - I find I get my best work done before everyone else wakes up. Usually I get up around 5am, do an hours work and then head to the gym. However busy I am, I like to start the day in the gym as I find it good for managing stress and my overall sanity. The one thing I love about what I do is that no one day is the same, and it’s hard to predict how a day will start or finish. I could be on a photoshoot with a brand or local celebrity we represent, hosting a media event, hopping around town to meet clients or the media, drafting press releases or features for magazines, meeting new business prospects, or spending time with my lovely team plotting and planning our future campaigns and events. When I get home I usually spend a couple of hours working my way through my crazy inbox trying to clear it before it starts again the next day! People seem to think I spend my evenings at glamorous cocktail parties or attending swanky events in nice dresses, and I do… now and again! However, the truth is these days I’m happier sat in my pyjamas on my sofa watching Downton Abbey or a good film.
How did you get into this profession?
Quite accidentally! They say the average person will have 5 different careers in their life and I believe this is true. I studied psychology at university and my plan was to be a clinical psychologist, until I realised it involved spending many nights sleeping in a hospital as part of the training. I changed my plans and ended up studying for a Masters in Marketing, followed by a PhD in Management (Consumer Behaviour). My area of research was addictive consumption - yes, shopaholicism. The irony is not lost on me as someone who likes to shop! I was following the academic path, lecturing and tutoring at Exeter University, whilst researching online shopaholicsm and then one day I had that epiphany moment where I knew I’d still be sitting in that same spot in 20 years’ time. So I decided to make the change and I accepted a graduate role with an agency that is today part of the global agency network, Havas. After a few years in media planning and buying, I moved into a number of PR and marketing roles, and have enjoyed life - agency and client-side.
What is the best thing about your job?
Probably the people I get to meet on a daily basis - I come across such interesting people from all walks of life. From clients in different industries, to journalists and my team, I learn so much from them all. I have met some of my closest friends through work, and people I know will be in my life forever. I also get free spa treatments at my client spas and a lot of beauty products - that never fails to put a smile on my face either!
And the worst?
Work/life balance can be tough. Since launching my agency 3 and a half years ago I have worked pretty much 7 days a week, 20 hours a day and have sacrificed a lot, including holidays and sadly, relationships. Our industry can have very anti-social hours with events in the evenings and on weekends. However, TishTash is more than I ever hoped for, and I am happy to invest my time and love in it with a view that it will pay off in the future and will leave a legacy that I am very proud of.
What was a standout moment in your career?
In the 16 years I have been working in marketing and communications I have been blessed with some amazing career moments, so picking one is impossible! In terms of my own business, the success I have achieved in just 3 years, a very short period of time, makes me pinch myself every day. Representing 32 amazing beauty brands in the region and becoming one of the biggest beauty PR agencies and the go-to for beauty PR and marketing is something I never dreamed of. Those who know me know that I never dreamed that TishTash could grow and be what it is today - my plan was to do a little freelance, go to yoga and get my nails done! I still pinch myself every day and am a little stunned at all I have achieved and I feel excited to see what the future holds.
What advice would you have for any young person wanting to get into your field?
Two things really! Firstly, work hard - I know it may sound obvious, but I see so many graduates and people starting out who are just not prepared to work hard and to show they really want to be there. I firmly believe that whilst aptitude is important, hard work does pay off.
Secondly, love what you do! Passion and a love for what you do goes a long way. It is a sales job really, so you need to love what you do, the brands, and people you represent. This is my personal policy for my agency - I only take on brands and clients that I 100% believe in.
Your motto
Be nice! I have heard it said many times that you can’t be nice and do well in business. However, I totally disagree with this and I am making it my mission to prove it wrong and be a shining example of how you can succeed by being nice.