I found my way into the world of marketing around 2012, and as part of my role, I was expected to network, which was a completely new experience for me. Initially, I found it challenging to settle into these environments. However, at one of my first networking events, I met Susi Doherty, and we quickly built a strong friendship.

Through our conversations, we realised there was a gap for a dedicated marketing-focused networking group—one that wasn’t just about listening to an expert speaker but also created a space for open and honest discussions about our roles, challenges, and ideas. This led to the creation of The Marketing Meet Up (MMU) in 2015/16.

Our first session took place in a coffee shop with a small group of in-house marketers who shared a common goal—to collaborate, learn from each other and industry experts, and navigate the ever-evolving marketing landscape. As marketing managers, we often need to be generalists while also developing expertise in multiple areas, and that’s where having a strong network is invaluable

Absolutely—MMU has been an integral part of my marketing career for nearly a decade. The relationships I’ve formed within the group have stood the test of time, and it remains a safe space to discuss all things marketing and business. There’s a mutual understanding that we’re there to support each other, whether that’s sharing insights, troubleshooting challenges, or celebrating wins.

Beyond networking, MMU has also opened doors for collaboration. I’ve worked with several members on events and regularly engage with their content on social media. The group has also introduced me to a network of trusted third-party suppliers who we can tap into when needed.

Additionally, it’s been a great platform for inviting Plus Accounting clients to share their expertise as guest speakers—offering them visibility while adding value to our discussions.

Definitely. While there are plenty of networking opportunities for business owners and directors, these don’t always cater to the specific challenges faced by marketing managers.

Having a dedicated peer-learning environment not only supports personal development but also boosts confidence in navigating the role. Marketing is constantly evolving and having a trusted space to exchange ideas and problem-solve is invaluable.

If we were to expand, we would likely create a second group from scratch, with either myself or Stephanie Prior (Prior Media & Marketing) helping to establish it. The two groups could then come together once or twice a year for larger events while maintaining their individual dynamics. Currently, MMU runs bi-monthly from February to December, so a second group could potentially run from January to November. It’s an ongoing discussion!

I’ve been with Plus Accounting for 20 years this October, and my journey into marketing happened quite organically. In 2012, I volunteered to help organise our firm’s rebrand event, handling the logistics and planning. That experience sparked my interest in marketing, and from there, everything fell into place!

I found that I really enjoyed the variety, creativity, and people-focused nature of the role. To build a solid foundation, I completed a CIM qualification in marketing, which gave me the knowledge and strategic awareness to support my practical experience.

I love people—understanding their needs and motivations is what excites me about marketing. Plus, I genuinely enjoy working with the team at Plus Accounting, which makes my role even more rewarding.

As for challenges, time has often been a factor. In marketing, we’re keen to implement ideas quickly, but in a regulated profession like accountancy, there are processes and compliance checks that can sometimes delay things. However, I’ve learned to adapt to these timeframes over the years, and I now see it as a necessary part of working within a structured industry rather than a frustration.

I’m constantly inspired by my peers and the business community around me—there are so many incredible individuals in Brighton alone who have built remarkable careers and businesses.

On a more global scale, Arianna Huffington is a huge inspiration. She revolutionised digital media by turning blogging into mainstream journalism with The Huffington Post, all while building a personal brand centred around wellness and leadership.

Being with Plus Accounting for 20 years and in a marketing role for 12 years has allowed me to deeply understand the brand and what the team is trying to achieve. That level of familiarity helps me collaborate effectively across different areas of the business, ensuring that our marketing efforts align with our broader goals.

Marketing within a professional services firm is always evolving—there are constant changes in tax laws, business incentives, and financial planning strategies, which keeps things fresh and interesting!

Most strategies work well in their time, but evolution is key. It’s easy to stick to what feels familiar, but change is essential for keeping things relevant and engaging.

In the past, I’ve sometimes held onto certain marketing approaches for too long because they were successful initially. However, I’ve learned that refreshing content, formats, and strategies is necessary to maintain impact—both for me as a marketer and for our audience.

Since accountancy is a regulated profession, there are strict compliance procedures we must follow. As a chartered firm, we also have an enhanced level of due diligence, both internally and for our clients.

Additionally, much of our content is influenced by government decisions, such as changes announced in the Spring Statement and Autumn Budget. This means we have to stay agile and adjust our messaging based on evolving financial policies.

We’ve been using AI in our marketing team for several months, and our approach is continuously evolving. AI is helping us improve efficiency and consistency, and we’re also exploring ways to integrate it across different areas of the firm. As with any new tool, it’s about finding the right balance between automation and human creativity.

AI will continue to become more embedded in marketing workflows, but ultimately, clients will dictate the direction of marketing initiatives. Their expectations, behaviours, and needs will shape how we communicate, personalise content, and deliver value.

Find a company that encourages creativity and invests in your personal development. James Hooper joined Plus Accounting as an apprentice five years ago and has since earned a CIM qualification at the highest level. His journey shows that with the right support, training, and mindset, you can build a successful career in marketing.