Meet Our New Vibrant Marketing ExecutiveHelen Baker
The decision to leap from a role within a giant tyre manufacturer employing 112,000 people worldwide to a family run business with big ambitions was easy.
Our new Marketing Executive, Jenny explains why …
I’ve just started in the role of Marketing Executive at Hydraulics Online and feel like the world is my oyster! The business culture here is very supportive, inspiring and full of innovation. With a portfolio of over 80 leading international hydraulics brands and exports into over 130 countries, each day brings on new challenges and a fair share of testing, tweaking and more testing of chosen marketing applications and programmes.
Over the years I’ve been fortunate to gain experience from a wide range of sectors including: FMCG, computing, logistics and manufacturing and have worked for large corporations, such as: Intel, FedEx, Häagen-Dazs, Fiskars and Michelin Tyre PLC. I must admit, that never once did I ever reflect on the world of hydraulic engineering and the impact it has on our world and different industries. It’s actually quite mind-blowing how we all seem to take Pascal’s Law and fluid power for granted, without actually questioning the enormous impact hydraulics have on the environment around us, industry innovations, research and new economies.
One intriguing aspect of my role is the sheer scope of variation and every day learning. One day I could be researching how a giant, ship-mounted hydraulic lift helps to haul SUV-size great white sharks from waters off Mexico’s Guadalupe Island. The next day I could be planning a 360 marketing campaign in partnership with a hydraulics harbour engineering manufacturer based in Stockholm, or writing a blog post about how a roofing manufacturer on the Caribbean island of Barbados relies on great service from Hydraulics Online. In fact, hydraulics is all about solving a problem and improving a process using fluid power. Every day is like boarding the great Orient Express, curiously anticipating the next stop and new challenges.
So, many factors played a role in my decision to leap from a giant tyre manufacturer to a family run business, but the most important one of them all was Helen Tonks – Co-founder and Operations Director. She drew me into the essence of the business, the clear vision and its success from day one.
Helen has an aura of success, the tenacity to never give up and the talent to win the hearts of people and businesses worldwide – and that’s exactly why I joined her team.
Marketing is too important to be left to the marketing people. Everyone in a company is a marketer.
This quote by HP co-founder, David Packard, is one of my all-time favourite quotes on marketing.
I firmly believe that the tremendous success and fast growth of Hydraulics Online boils down to teamwork, stellar customer service, technical know-how – nearly 100 years between them to be exact – and the genuine willingness for all the employees to put themselves in the shoes of their customers to fully understand their exacting needs. Just read about the “Concorde Project Salute” here and the inspiring collaboration with Duxford Aviation Society and you will understand exactly the passion, tenacity and commitment that all the staff here at Hydraulics Online devotes to their customers and partners – we’re all marketers!
In previous roles at Finnish-owned Fiskars Corporation I have gained a broad and invaluable experience in e-com merchandising, content writing, CRM, e-marketing, social media and global campaign planning. I’m now in a very fortunate position where I can apply this know-how into Hydraulics Online and our full consumer journey; from brand awareness to building long-term and loyal strategic partnerships and customer advocates.
To be a modern-day marketer in a small business with big ambitions allows you to grow professionally and get involved with the holistic marketing mix and strategy, as well as being a bit of a social butterfly fluttering between different social platforms to listen and engage with our following and aiming to strengthening the brand. Working within a smaller budget also means that you have to learn to prioritise, build solid business cases to evaluate all opportunities and find ways to achieve ‘more’ with ‘less’.
Did I mention IKEA, meatballs and ABBA?
Yes, that’s right… I’m born in the land of the midnight sun, Abba and the Swedish word lagom, (pronounced [ˈlɑ̀ːɡɔm]), meaning “just the right amount”. In a world of contrasts and contradictory advice, lagom hits the middle – allowing people to enjoy themselves, but stay healthy and content at the same time. This is a value that I intend to apply at my work here at Hydraulics Online.
I love working, but with time I have also learnt the value of a work-life balance and the power of mindfulness. Helen and Mark, the founders of Hydraulics Online, very much value flexibility and the fact that there has to be a balance in life, which ultimately breeds happiness and job satisfaction. In my opinion, this is a winning formula, which you simply cannot put a price-tag on in today’s hectic, fast-paced and digitalized era.
So, how do I unwind? Typically, in the company of my family, which includes my husband Dan, children Jakob (17) and Maja (14) and little dachshund Alfie. Sometimes relaxing on a comfortable seat in our own ‘Harper’s Bar’ at the end of our garden with a chilled glass of New Zealand Sauvignon Blanc and a Swedish crime noir drama by Mari Ljungstedt – a bit beyond lagom, but hey!, I sometimes like to push the boundaries 😊.
Send me your comments at: email@example.com
Jenny, Marketing Executive at Hydraulics Online