In The Driving Seat
Interview with Jamie Harthoorn, Global Digital Marketing Manager,
Terex Cranes
I’m responsible for all aspects of digital communications at Terex Cranes. I manage our website and
social media platforms as well as drive the development of any online campaigns including email marketing,
advertising, microsites, etc.
The most enjoyable part of my role is the dynamic nature of digital. The world of digital is constantly
evolving, and it keeps the role interesting. It can be a challenge to keep on top of the trends, but it’s also
exciting when you can surprise your customers with something new and buzzworthy. My favorite thing to
do is take a step back and brainstorm with the team.
The least enjoyable part of my role is the
complexity of marketing to a global audience. Don’t
get me wrong – I love working with our customers
and team members around the world, but it adds
a layer of complexity and increases the potential
for miscommunication, especially when it comes
to language.
My approach to marketing is focused on visuals.
I believe a lot in the power of visuals to capture your
attention, to explain a concept and to help a customer.
An example for me is a picture of a crane at work
– not only does it capture a customer’s attention
but it visually shows the customer how a crane
is successfully working in the field. And when it
comes to applications like a website or an app, visuals
help a customer navigate all of the information
we are throwing at them. Text comes second for
me, and I’m not a fan of “fluff”, what I call wordy
marketing language.
The highlight of my career so far would be our successful Demag launch campaign. It was great
to see the concepts come to life and the buzz that
was created by the campaign.
I would say the best advice I’ve been given is if you always do what you’ve always done, you’ll
always get what you’ve always got.
The person I most admire is my dad. I’ve had
the opportunity to talk with his colleagues and
the consistent response is this – he’s a straight
forward guy who solves problems. He’s not a
“yes man” – instead he’s gained the respect of his
colleagues and his customers by his no-nonsense
approach and his ability to critique constructively.
And at home, he’s always been supportive –
helps when needed but also encourages us to find
our own way.
When I was a child I wanted to be a teacher.
If I could drive any car it would be on the right
side of the road. Not what you are looking for? ;)
A Tesla. I want to see what the hype is all about.
(Jamie lives in America where they drive on the
‘wrong’ side of the road. Ed).
The soundtrack to my life is Rachel Platten –
Fight Song.
