What has your journey into Edelman looked like and how did you get into the communications industry?
My journey has been somewhat unconventional. I started out as a journalist, first covering politics during the 2010 UK General Election campaign then working as a financial journalist for several years.
As a millennial, I graduated during the Great Recession and became interested in why banks collapsed and the impact that had on the wider economy. When I entered the labour market, there were no permanent roles available. I knew understanding what had happened would make me better at my job - so I went to study for a Master’s in International Economy Policy in France (okay, I also wanted decent croissants). I then realised other career paths were available, and gradually moved away from journalism into political economy consultancy, investment writing and ultimately PR.
Everything changed again when I was elected first as a local councillor in 2018, then as a Member of the European Parliament a year later, leading me down a new path into politics which culminated in me standing to be Mayor of London in 2021 for the Liberal Democrats. After that campaign ended, I was connected to Edelman Smithfield via a mutual industry contact, which led to me joining the business. One of the great things about Edelman is how we recognise people’s capabilities, even if they have not spent their entire career in the sector.
What achievement are you most proud of?
There are a number of specific results for our clients I could call out, but for me personally I would say it is how I successfully transitioned from politics to PR and entered my third career while still in my 30s!
What do you find most rewarding about the job?
You cannot possibly get bored because every day is different – and busy, which I like. This is the longest I have stayed with one employer in a full-time role, and the first time I have not had more than one job simultaneously! I remember an editor at The Economist saying to me when I worked there: “that’s good, you’re impatient”.
My tenure here is a testament to how interesting and lovely both our clients and colleagues are. Of all the workplaces I have experienced, this is the one where I have felt happiest and most comfortable among the people I am working with. Our team is also incredibly smart, capable and most of all, fun! You should see us at karaoke.
What are some of the biggest challenges you’ve faced throughout your time at Edelman?
New challenges are often thrown your way and you really need to be adept at thinking on your feet. One of our clients said to us recently that judgment is the most important attribute for a person working in communications. Having that quality has steered me through some of the most challenging situations, including knowing when and how to have difficult conversations with clients. I remember the first time I dealt with a crisis situation. It was intense – when a client is under pressure, so are you. However, having worked in politics where you practically experience a crisis every day, I was well prepared!
How do you stay motivated?
By embracing the opportunity to do something a bit different and innovative whenever that arises. It might be working on a new business pitch for a company which complements but is not exactly like the rest of my client base, adapting our media training offer for a particular individual and / or firm, or exploring what new work we can do for a client which will add value and enable them to differentiate themselves within their sector.
If you could offer one piece of advice to someone considering a role at Edelman, what would it be?
If you are considering a role at Edelman Smithfield, an interest in financial services is pretty essential! If you’re a geek like me, come join us. More broadly, I’ve been really impressed with how proactive those currently working with us via our 10,000 Black Interns Programme have been about organising conversations with colleagues at all levels to better understand their roles and the business.
Whatever you do, cultivating a network will always pay off in the long run - but in communications you need those soft skills. Finally, you hear some horror stories about agencies but ours is a welcoming and inclusive place to work.
What do you do outside work to relax?
My Edelman Smithfield colleagues will know I do a lot of yoga, as I am often seen carrying my mat in and out of office at the beginning and end of the day. I have two adorable cats, so depending on their mood at any given time being around them can be either relaxing or chaotic.
It may sound basic, but since my political hiatus I have taken pleasure in small joys like spending time with my friends at our homes, the cinema and concerts. I do enjoy a good all-day brunch too! It’s liberating just to have free time outside of work these days.
