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Erica Mackay - Expert Spotlight

What is your role since leaving corporate life?

I am director of The Marketing Detective Agency, focused on helping businesses define a clear, actionable marketing strategy.

How long have you been a member of Camelot?

3.5 years

Have you been a panel expert on any Road Tests?

I’ve been involved with three or four Road Tests. I really enjoy understanding a core target market and helping companies focus on benefits rather than features, especially tech firms.

Area of expertise?  

Strategic marketing.

Highest/proudest most recognisable previous role?

Head of Direct Marketing for AIG EMEA.

How long have you been doing this subject/area?

20+ years!

Please can you provide some examples of recent projects that you’ve worked on?

One of my recent projects is creating and launching an online purchase path for an insurance client.  I lead the project from researching the market, developing the business case, to mapping out the functionality needed and working with the development team to build and test it.  Thereafter we launched the advertising strategy to drive revenue through the new distribution channel. We generated 300 sales in the first 3 months which was well above expectations. 

Another project was creating a Linkedin presence and strategy for an insurtech business focused in the marine insurance industry.

What is your unique selling point? What makes your business approach unique?

The objective (or otherwise, the ‘what’) of the Marketing Detective Agency is to find the clients that want, need and can afford what you have to offer. This also looks at the exact moment when they are most open to buying from you; the ‘when’ (not only the where) to find them.

Can you name one professional high point from the last 12 months and what made it so good?

A professional highpoint was a webinar that we ran in February. There was 350 attendees and it led to 6 direct sales – leads are still coming in! 

It was the first webinar we ran as the Marketing Detective Agency, even though we run webinars and events for many of our clients. We were able to share our core philosophy of identifying a target client before you start any marketing, as well as position ourselves as experts in the industry.

We need to talk about…? What is, or what should be, hot on the industry’s lips in your view?

Sustainability is a key topic which everyone should be focused on. The main reason is to save the planet and leave a healthy world for future generations… But if this is not a powerful enough motivation then profit should be.

Consumers are driving the focus on sustainability, more and more of them are choosing products, companies and services based on their impact on the planet.

Do you have a favourite quote?

“Don’t think out of the box. Think like there is no box”.

Why are you such an asset to the industry & the network?

If you like straight talking, no nonsense marketing with a focus on strategy but with measurable action steps to get there – I am the marketer for you.

And… last but not least, how does being a member of Camelot help you/or add value to your business?

“Being in Camelot has been a great way for me to meet like-minded people and share insurance stories – both frustrations and wins. I get to keep learning from those around me and keep up-to-date with the latest trends and thinking.”

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