In the latest episode of Direct with Corrina & Taylor, hosts Corrina Owens and Taylor Young are joined by Dany Rastelli, the Global Head of Marketing and Communications at Pole Star Global. Dany brings a wealth of experience and insights into the unique challenges and opportunities in the maritime industry. This episode is packed with valuable advice for marketers, particularly those navigating niche sectors.
Dany begins by emphasizing the importance of mentorship in marketing careers. He shares his personal journey, highlighting how seeking guidance from trusted mentors helped him overcome insecurities and advance in his career. Dany advises listeners to be proactive in finding mentors, stressing that reaching out and asking questions is crucial for professional growth. “Find someone who you trust, who you believe can guide you in what you want to achieve and just speak to them, reach out to them,” he says.
The conversation then shifts to the dynamic nature of the maritime industry. Dany explains how this sector presents both challenges and opportunities for marketers. He discusses the importance of tailored messaging to address the specific needs of various segments within the industry. Dany notes that effective marketing strategies must be informed by data, particularly in areas like compliance and route optimization. “So the business focuses on allowing our target audiences to make data-driven decisions when it comes to, on one side, risk and compliance, and on the other side, voice optimization and route optimization of the shipping industry,” he explains.
Another key theme is the balance between KPIs and creative freedom in marketing. Dany highlights the importance of KPIs for benchmarking growth and justifying marketing spend but cautions against letting them stifle creativity. He advocates for a marketing approach that allows room for mistakes and learning opportunities, fostering innovation and long-term success. “I believe in KPIs wholeheartedly. What I do also believe in, however, is the creative freedom to grow by making mistakes,” Dany emphasizes.
Lastly, the episode dives into the importance of timely and sensitive responses to industry events. Dany shares examples of how Pole Star Global has managed crises like the Suez Canal incident, demonstrating the need for marketers to provide valuable insights without appearing opportunistic. This ability to react appropriately to industry events showcases a brand’s expertise and reliability. For more insights and practical advice from Dany Rastelli, tune in to this episode of Direct with Corrina & Taylor.
Featured Guest
Name: Dany Rastelli
What she does: Global Head of Marketing and Communications
Company: Pole Star Global
Noteworthy: Dany Rastelli is the Global Head of Marketing and Communications at Pole Star Global, specializing in data-driven maritime compliance and risk management.
Key Insights
Seek Mentorship Actively
Finding a mentor is crucial for professional growth. One should seek out mentors who can guide and support their career development. It’s important to overcome insecurities and reach out to potential mentors. Mentors often provide valuable advice and insights that may not seem immediately useful but prove beneficial over time. Trust and communication are key components of a successful mentorship relationship, and the willingness to ask questions and seek help can significantly impact one’s career trajectory. Engaging with mentors can help in navigating the complexities of any industry and enhance personal and professional growth.
Understand and Segment Your Audience
In marketing, it’s essential to deeply understand and segment your audience to tailor messages effectively. Different segments of the audience have specific needs and preferences, especially in niche industries like maritime. Conducting thorough research to identify these needs and continuously testing and refining strategies are crucial steps. Messaging should be tailored to address the unique requirements of each segment, focusing on what’s most relevant to them. This targeted approach ensures that the communication resonates with the audience, leading to better engagement and successful marketing campaigns.
Embrace Creative Marketing Tactics
Utilizing creative marketing tactics can make a brand stand out in a competitive industry. Innovative approaches, such as using QR codes on polo shirts at conferences or scratch cards to reveal new branding, capture attention and differentiate a brand from others. Such tactics break away from traditional marketing methods and engage audiences in memorable ways. This creativity not only draws attention but also fosters a connection with the audience. By pushing the boundaries of conventional marketing, brands can create unique experiences that leave a lasting impression and drive engagement.
Episode Highlights
Overcoming Insecurities in Marketing Careers
In the podcast, the importance of overcoming insecurities, particularly in the early stages of a marketing career, is emphasized. Often, professionals shy away from reaching out for help or asking questions due to personality traits or insecurity. The conversation highlights the significance of building confidence and proactively seeking guidance from trusted mentors. This approach not only helps in personal development but also in making more informed decisions within the industry.
“Find someone who you trust, who you believe can guide you in what you want to achieve and just speak to them, reach out to them. Too many times I found myself in front of people wanting to know more, needing to know more and just shying away from it.”
Navigating Change in the Maritime Industry
The maritime industry is described as highly dynamic and unique, presenting both challenges and opportunities for marketers. The discussion covers the need to adapt marketing strategies to address the broad and varied needs of the industry, from financial institutions to ship owners. The conversation also touches on the importance of showcasing the end-to-end capabilities of products and services to different segments of the supply chain, emphasizing tailored messaging to meet specific audience needs.
“So the business focuses on allowing our target audiences to make data-driven decisions when it comes to, on one side, risk and compliance, and on the other side, voice optimization and route optimization of the shipping industry.”
Balancing KPIs and Creative Freedom
Balancing key performance indicators (KPIs) with creative freedom is a major theme. While KPIs are crucial for benchmarking growth and justifying marketing spend, they should not stifle creativity. The discussion emphasizes the importance of allowing room for mistakes and learning opportunities, advocating for a marketing approach that goes beyond mere numbers. This balance is essential for fostering innovation and achieving long-term success in marketing.
“I believe in KPIs wholeheartedly. What I do also believe in, however, is the creative freedom to grow by making mistakes and KPIs sometimes detract from that. KPIs can be something that you look at and you feel that you might’ve failed, even though you have achieved something by learning something that didn’t work.”
Reacting to Industry Events
Reacting swiftly and appropriately to industry events is critical for effective marketing in the maritime sector. The podcast highlights examples such as the Suez Canal incident and piracy issues, where timely and sensitive responses are necessary. Marketers must balance the urgency of providing valuable insights with the need to avoid appearing opportunistic. The ability to support clients during crises and provide relevant information showcases the brand’s expertise and reliability.
“We are able to support businesses on two fronts. One, when it comes to, for example, piracy. So piracy is on the up. Because of the fact that what’s going on is creating turmoil, there’s confusion and we are able to track vessels and so we are able to track what is going on in terms of illicit activity. On the flip side, we’re also able to help ship owners reroute.”
