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May, 2022

Member Spotlight: Kathy Swaffer

I started my marketing career with a humble clothing retailer that grew to an $80million, 180+ store network. As a marketer, I wasn’t aware at the time what great grounding this provided me. Due to the rapid growth, I learnt very quickly the need for processes and systems, but also the importance of customer-focused orientation and being just as clear on who not to target.

My love for data, gaining insights, and ‘frequent’ integrated campaigns was a great fit for my next role with Peregrine.  I worked with some diverse and inspiring people, which enabled me to continue to learn and develop, particularly around the importance of stakeholder engagement, however continuing to be receptive to new ideas.

After ten+ years in the retail sector, I joined a private organisation where the role was so rewarding, working across the full lifecycle of a student journey which delivered Higher Education qualifications.  From lead generation to customer journeys, sales training to implementation of a CRM system, I remain thankful and proud for the opportunity to lead the sales and marketing strategy. I enjoyed supporting their fantastic growth both nationally and internationally and as a subsequent ASX-listed company. 

I’ve continued with formal study through Mark Ritson’s Mini-MBA in Marketing and Brand Management and more recently become a member of AMI.  I enjoy the confidence the AMI professional development provides and the access to convenient webinars and networking opportunities I wouldn’t otherwise know about. I’ve found the content on the AMI website of great help when looking for different ways to explain or support an approach to marketing ‘science’ with one of my favourites being the ‘In Conversation series with Jenny Romaniuk’.

This year, I’ll be at Cancer Council for 5 years and I’m incredibly proud of the work we’ve achieved in this time.

I’ve had the fortune of working on some incredibly well-known campaigns such as ‘Australia’s Biggest Morning Tea’ and ‘Daffodil Day’ but also effecting change through cancer screening and awareness campaigns.  

What I love most about my current role is seeing the generosity of the community every day. Whether it is to donate their time through volunteering, sharing their own cancer experience to help others or the self-lessness of people never ceases to amaze me. I feel proud of the role I play in ensuring more people know about what we do so that we can continue to support those who need it.

Reflecting on my time as a marketing manager, I feel grateful for the variety of industries I’ve been able to contribute to, but also the many talented colleagues, South Australian agencies and freelancers that I continue to work with. 

Kathy Swaffer
Marketing Manager at Cancer Council SA.

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