Faces of Elsevier - Craig Teall, Marketing Manager

"Being adaptable is a very useful attribute to have when working in a busy marketing environment..."

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  1. What was your background before becoming a marketing manager?
    I studied English literature at university and graduated from the University of Leicester with a BA and MA. I’ve been working at Elsevier for a year now and currently manage the energy portfolio. Before I joined Elsevier, I worked at Taylor & Francis for four years where I worked within their open access team launching a series of new, broad-scope mega journals.
  2. How would you describe a typical working day?
    I’m often on Skype calls with publishers and spend a lot of time analysing data to help improve the things we’re doing but I don’t think there’s such a thing as a “typical” working day. As a marketing manager at Elsevier you juggle various projects and tasks at once, so one day you could be launching a new open access journal and then travelling to a conference the next. There’s always something to do to keep you busy and it’s great working with such an interesting and diverse range of people and products.
  3. How do you measure success in your work?
    I’m very competitive so I quite like comparing and analysing the results of my campaigns against those of my colleagues. Unfortunately, I don’t always win, but when I see the results of my work stand out I feel really pleased as the hard work has paid off.
  4. Do you have any particular advice for new editors?
    Communication is essential! We’re here to help wherever possible so I would encourage editors to get in touch whenever they have a query. I also think it’s great when an editor wants to get involved with marketing campaigns and I welcome their ideas, input and feedback wherever possible. It helps make our marketing more personal.
  5. What is the most rewarding aspect of your work for you and what do you find difficult about the role?
    I love seeing something develop from an idea all the way through to a final product, such as a new journal. A lot of time, effort and hard work goes in to launching a new journal so seeing something you’ve worked on for months become a real, tangible product is very rewarding. What I find difficult however is the acronyms. Every Elsevier journal has a unique acronym and when you manage a large portfolio, it’s easy to get confused.
  6. What is the most important attribute for being a marketing manager?
    Flexibility – the job is extremely varied and things can pop up at a moment’s notice and change very quickly. Being adaptable is a very useful attribute to have when working in a busy marketing environment.
  7. Name one item/tool/resource that you cannot do without in your role.
    Definitely the Internet. It sounds like a cliché but it’s true. We work with and collaborate with colleagues from offices around the world including the Netherlands, USA and China. Without the Internet, we wouldn’t be able to communicate with each other efficiently and things would be frustratingly slow.
  8. How do you see your role changing (if at all) over the next few years?
    I can see things becoming almost exclusively digital. Academic journal publishing is quite a traditional industry to work in, but marketing has progressed and developed a lot over the years and very little is done via print these days. This will inevitable change the way we work and how we engage with our customers. Technology changes so quickly and in order to keep up with new advances and the way people interact in modern society, we’ll have to adapt the way we work to make sure we remain current and continue providing our customers with quality products and services.
  9. What would you be doing now if you were not a marketing manager?
    If I weren’t a marketing manager, I would love to have pursued a career as an architect.
  10. What is the most interesting/amusing/inspirational thing you’ve worked on as a marketing manager?
    I think the most inspirational thing I’ve worked on so far is the Renewable Transformation Challenge – a bi-annual competition run in collaboration with the International Solar Energy Society. The award was first launched in 2017 to recognise accomplishments by individuals or organisations for undertaking projects and programs that help move the world toward an energy system supplied entirely by renewable energy sources. There’s a prize fund of €20,000 for the winning project. The prize money is then used to help make a significant difference around the world. It’s amazing that Elsevier is supportive of such a great initiative and I’ve really enjoyed working on this project.

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