Victoria Holloway, Marketing Director, Ellandi

Welcome to the UKREiiF opinion series! We’ve gained exclusive access to the opinions of leaders from across our industry. Stay tuned to find out thoughts on the important issues that affect the UK Built Environment.

Today, we sat down with Victoria Holloway, Marketing Director at Ellandi as she explored her experiences on working in between sectors and the significant challenges and transformative developments she has encountered.

What are the main differences between working in different sectors?

Very little. Interestingly, what I’ve found is that marketing and PR are female dominated regardless of which sector I’ve worked in. There is also a similar lack of awareness of the value of marketing and understanding its purpose and value. Most people tend to think in tactical terms, for example, a new website, brochure, social media post, or event. There is a complete lack of understanding of strategic marketing and communications and how this should be an integral part of the business plan and objectives. It’s always been a ‘nice to have’ or considered a last-minute request. Throughout my career, I’ve spent time helping companies understand the benefit and value marketing has on business plans, especially when resourced and budgeted correctly from the outset and considered an integral part of the plan.

What is the key challenge?

Part of the issue is that marketing people tend to speak in jargon, and the metrics used are not generally understood by people who are not in marketing. A marketing professional needs to use simple language and always refer back to what is trying to be achieved. This will resonate with senior personnel more.

What’s a positive change you’ve experienced?

I was fortunate enough to attend the recent Revo panel sessions last month. It was great to see so many gender-balanced panels with contributions from diverse groups. It was good to listen to so many interesting presentations from a cross-section of people in the industry. Long may we see more of these.

And how does Ellandi compare in terms of diversity and inclusivity?

It’s an absolute joy to have joined Ellandi recently. It’s so different from anywhere else I’ve worked; it is truly diverse and inclusive, with the Operations Board completely gender balanced. We gained B-Corp accreditation last year, and we’ve just launched our first impact report, which has had great success and feedback. It’s fantastic to be part of a team that is driving transformational change across the industry. It’s definitely not a tick-box exercise. I can honestly say Ellandi lives and breathes social impact and continues to lead the way in the Real Estate Industry.  This is becoming increasingly important, and decision-makers are looking to partner with companies that can demonstrate the positive work they are delivering to drive change. Our values are embedded in everything we do.

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