How to Leverage Your Diverse Experience in a Senior Marketing Role

Marketing & Communications Leader Series Podcast
Welcome back to EMR's Marketing and Communications Leader Series. In this podcast, we dive deep into the journeys of exceptional senior marketing and communication practitioners. Join us as we take a closer look at how they got started in marketing and the strategies that led them to success in their industries.
Marketing & Communications Leader Series Episode 3: Noreen Biddle Shah
In this episode, EMR's MD Tom Brockton interviews Noreen Biddle Shah, former Head of Marketing & Communications at Numis, who recently joined Carne Group as their Chief Marketing and Communications Officer (CMCO). Find out more about Noreen's path to success, how she balances her work whilst acting as the Non-Exec Director position at Solent University, as well as the founder of Reboot, an organisation supporting ethnic minorities in financial and professional services workplaces.
How can a diverse background benefit your marketing and communications career?
Embarking on a career journey after graduating from university often involves exploring diverse roles and opportunities. Many professionals like Noreen, who obtained a degree in communications, find themselves navigating through different avenues within the marketing and communications landscape.
From internships to entry-level positions, each experience offers valuable insights and skill-building opportunities. Whether working in an agency or in-house, you can gain firsthand knowledge of various aspects of marketing and communications. This diverse exposure will not only hone your skills but also shape your understanding of industry dynamics and trends. Through perseverance and a willingness to embrace new challenges, you can carve out unique career paths filled with growth and development.
Noreen's journey exemplifies the importance of adaptability and continuous learning in crafting a successful career in marketing and communications. She honed her skills during her tenure at State Street, where she held roles in corporate communications and marketing, learning from industry leaders and gaining insights into global marketing strategies. At Numis, Noreen spearheaded a successful rebranding initiative, leveraging her expertise to shape the company's brand identity and communication strategies. In her current role as Chief Marketing and Communications Officer at Carne Group, she continues to drive innovation and excellence, bringing a wealth of experience and strategic vision to the organisation's marketing endeavours.
How to approach strategic decision-making in marketing leadership?
Using a blend of data-driven analysis and strategic foresight is a great approach to decision-making.
By harnessing insights and collaborating with key stakeholders, you can ensure that your decisions align with the organisation’s goals and resonate with the C-suite. This strategic mindset, coupled with a deep understanding of market dynamics, will be instrumental in driving impactful marketing initiatives throughout your career.
Why is a versatile work experience important in marketing and communications?
In today's ever-evolving business landscape, professionals are often required to navigate through diverse experiences that shape their career paths.
Noreen's journey exemplifies the importance of embracing versatility, adaptability and resilience in your career. From navigating crisis communications to working in diverse teams, you can gain invaluable skills and perspectives by taking on various roles throughout your career. This will in turn pave the way for your success in marketing and communications leadership.
How to balance the demands of senior roles with your personal life?
Noreen candidly discusses the challenges of juggling multiple roles, including her non-executive directorship and her commitment to Reboot while also being a mother. To maintain work-life balance, she emphasises the importance of passion, efficiency, and prioritisation and establishing clear boundaries.
Some days, yes, it gets too much, but then I have to go back and try and re-prioritise or just say... “not a superwoman, I can't do it, apologies”... But I had a very honest conversation and, in response, they were fantastic and said how can we make it work for you. So we found a really great compromise and off I go to make it work.
Empowering advice for aspiring marketing leaders
Drawing from her own experiences, Noreen offers invaluable advice for aspiring marketing and communications leaders.
From overcoming self-doubt to leveraging individual strengths, marketing professionals need to embrace their unique journey and pursue continuous growth.
By fostering a supportive network, seeking mentorship, and seizing every opportunity for learning and development, aspiring leaders can chart a path to success in today's competitive landscape.
Listen to the full interview with Noreen Biddle Shah above, and follow EMR on LinkedIn to hear about future podcast episodes.
If you want to listen to any of the other episodes, check them out here:
- Episode 1 with Bee Patel, Global Director of Brand & Communications at AlphaSights on How to Become a Successful Leader Within The Marketing and Communications Industry;
- Episode 2 with Emma Hill, Group Brand & Marketing Director at Cardano on How to Navigate a Marketing Career: From a Junior Role to a Directo
- Episode 4 with Dominic Elliott on How to Advance Your Career in Communications Leadership?
- Episode 5 with Jen Barham on How to Become a Great Marketing Leader through Self-Discovery?
Let EMR help you with your executive search or recruitment needs
Ready to take your career to the next level? Check out senior appointments resources or browse our senior marketing vacancies.
Alternatively, find out more about EMR’s senior and executive search recruitment expertise across marketing, digital and communications.
Read about Are you threatening your marketing career before it’s even begun?
Ready to take your career to the next level? Check out senior appointments resources or browse our senior marketing vacancies.
Alternatively, find out more about EMR’s senior and executive search recruitment expertise across marketing, digital and communications.
Read about Are you threatening your marketing career before it’s even begun?
Sign up for more insights

Related jobs
Salary
£75000 - £85000 per annum + Bonus + Benefits
Location
London
Job Type
Permanent
Discipline
B2B
Seniority
Manager
Salary
£80,000 - £99,999
Sector
Financial Services
City
London
Description
Campaign Manager - B2B Property
Reference
RPIT_1742993376
Expiry Date
01/01/0001
Author
Ronak PatelAuthor
Ronak PatelSalary
£60000 - £65000 per annum
Location
London
Job Type
Permanent
Discipline
Media Relations & PR
Work From Home
Work From Home
Seniority
Executive
Salary
£60,000 - £79,000
Sector
Agency
City
London
Description
EMR is working with a boutique PR & Communications agency in their search to hire a Senior Account Director.
Reference
SAD0131_1741949808
Expiry Date
01/01/0001
Author
Mark ChildsAuthor
Mark ChildsSalary
£30000 - £35000 per annum + Benefits
Location
Edinburgh
Job Type
Permanent
Discipline
B2B
Seniority
Manager
Salary
£30,000 - £44,999
Country
United Kingdom
Sector
Financial Services
Description
Marketing Executive - B2B Insurance
Reference
RPAI_1741787604
Expiry Date
01/01/0001
Author
Ronak PatelAuthor
Ronak PatelSalary
Up to £28000 per annum
Location
London
Job Type
Permanent
Discipline
Marketing (general)
Seniority
Assistant
Salary
0 - £29,999
Sector
Leisure Travel & Sport
City
London
Description
This is an exciting opportunity to work in a fast-paced, high-end industry, supporting a broad range of marketing initiatives
Reference
PR/132605_1741776711
Expiry Date
01/01/0001
Author
Rebekah CrampAuthor
Rebekah CrampRelated posts

Teaser
Hiring adviceContent Type
ArticlesPublish date
03/20/2025
Summary
Attracting top-tier marketing talent is challenging. The best candidates often have multiple options, allowing them to pick out a company they would feel proud to work for. This is where the power of

Teaser
Hiring adviceContent Type
ArticlesPublish date
03/20/2025
Summary
Hiring a marketing manager is no small task. Marketing plays a pivotal role in any business, and the right hire can send both brand perception and revenue on an upward trajectory. From campaign execu

Teaser
Hiring adviceContent Type
ArticlesPublish date
03/05/2025
Summary
With Employer National Insurance (NI) contributions set to rise in 2025, businesses must rethink their hiring strategies, particularly in marketing, where agility and cost-efficiency are key. Hiring d

Teaser
Hiring adviceContent Type
ArticlesPublish date
02/28/2025
Summary
Does your business need expert marketing leadership but isn’t ready for a full-time hire? A fractional Chief Marketing Officeer (fractional CMO) could be the perfect solution. Offering strategic guid
by
Mal Galuszczynska

Teaser
Industry newsContent Type
ArticlesPublish date
01/30/2025
Summary
In recent years, consumer expectations have shifted significantly, with individuals increasingly seeking brands that embody authenticity, transparency, and social responsibility. This change in consum

Teaser
Industry newsContent Type
ArticlesPublish date
01/24/2025
Summary
AI and automation are no longer optional extras for marketers, they’ve become essential tools in navigating today’s competitive marketplace. As these technologies redefine the standards of efficiency,

Teaser
Career adviceContent Type
ArticlesPublish date
01/03/2025
Summary
As 2025 approaches, organisations are focusing on professionals who combine technical expertise, strategic thinking, and adaptability. For marketers refining their skills or employers aiming to build

Teaser
Hiring adviceContent Type
ArticlesPublish date
01/02/2025
Summary
Hiring in today’s unpredictable job market isn’t without its hurdles. With economic uncertainty, constrained budgets, and shifting business priorities, hiring managers are often forced to make tough c

Teaser
Senior appointmentsContent Type
ArticlesPublish date
12/13/2024
Summary
Hiring a Marketing Director is one of the most critical decisions your business can make. This senior leadership role goes beyond managing marketing strategies. The right Marketing Director will align
.png)
Teaser
Career adviceContent Type
ArticlesPublish date
12/09/2024
Summary
With 2025 fast approaching, senior marketers find themselves in a whirlwind of technological advancements, changes in customer behaviours, and ongoing global disruption. Success is not easy to come by
Recently viewed jobs