In The Driving Seat

Interview with Ali Bottom, Director of Group Marketing, Witham Group

I’m responsible for all the Marketing and Communications of the Witham Group. This involves strategic opportunities for all our business and corporate partnerships. In detail I am responsible for internal and external communications, PR and Media, online and digital customer engagement as well as event organisation, sales support strategy, brand development, product range promotion, corporate identity, environmental policies and fulfilment, core values of the business, corporate hospitality, exhibitions and shows, internal events and fundraising as well as website development – Phew! , and oh yes…. I’m also the Company Secretary.

The most enjoyable part of my role is helping customers/colleagues improve business and help more people with tools or information I provide.

The least enjoyable part of my role is spinning too many plates and running out of time.

My approach to marketing is telling a story in a way that people want to understand, value and trust. I believe that marketing is often too theoretical, too rigid and over complicated. To me marketing is about helping a business or organisation grow through good communication that inspires people to be energised, informed and inspired.

The highlight of my career so far would be becoming a Director of Skipton Building Society as well as of course helping to grow our family business with Witham Group.

I would say the best advice I’ve been given is ask yourself – what is the right thing to do here? And then do it for the good of everyone involved.

The person I most admire is Michelle Obama – I read her recent memoir Becoming and was completely struck by the credentials of this lady. She’s virtually the same age as me, and yet she has become an incredible attorney, First Lady of America, public servant, mother and global role model, responsible for key initiatives throughout the USA and beyond for education and health in young people. I wish I could have achieved the same – she is very inspirational.

When I was a child I wanted to be Kate Bush!

If I could drive any car it would be The Bobby Ewing – Classic Mercedes SL 450 Cabriolet.

The soundtrack to my life is Kate Bush – The Kick Inside.