Marketing Academy scholars’ personality reports

This year’s Marketing Academly scholars want to be leaders of the future, but do they have what it takes? We reveal the results of some of their psychometric personality tests.

James Eder

James Eder
Founder and director
The Beans Group

As an entrepreneur, James Eder carries his brand on his shoulders. He co-founded, an online portal for student discounts, while still a student in 2005, and today it employs 30 people.

It is no surprise that personality tests reveal him to be an enthusiastic and outgoing networker – a necessary skill for someone promoting a start-up business. His interaction style gets the maximum scores for being both warm-hearted and socially bold. His profile suggests he is “very confident when it comes to approaching and initiating contact”.

He also scores highly as being both radical and abstract in the way he thinks. This suggests he likes to experiment with ideas and approaches – also perhaps fitting for someone who had the vision to start his own business.

But Eder admits that he needs to be aware of when these traits might hold him back, and find ways to counteract them.

“My profile suggests that my high spontaneity and need for variety may mean that I am good at starting things but not so good at finishing them. While this may be seen as a weakness, recognising this means that I can build the right team around me to complement and overcome any weaknesses.”


Gemma Howells
Pedigree senior brand manager
Mars Petcare

Gemma Howells won Marketing Week’s Rising Star award in 2010 for her work on Innocent Drinks’ kids range, securing a substantial increase in the marketing budget for its ‘back to school’ campaign. She is now senior brand manager for Pedigree dog food at Mars Petcare.

Howells’ personality report shows consummate balance in her thinking and decision-making processes. She shows an ability to maintain equilibrium between being tough and tender-minded, and between radical and conventional ideas.

The report describes her as someone who is likely to be good at mediating “people who are too fanciful, abstract and creative and those who are too detailed and practical”. These traits would probably have served her well when she spent a year in Hamburg, launching the Innocent brand in Germany as part of a small start-up team.

“It was pretty accurate but there are two things in the report I disagree with,” says Howells. She says she is more discerning than the report suggests when it comes to trusting people to carry out tasks, and disputes the suggestion that her personality means she wouldn’t enjoy presenting on stage. “That’s definitely not the case,” she says.


Inderveer Tatla

Inderveer Tatla has the unusual job title of ‘intrapreneur’. It is the embodiment of what her fellow Marketing Academy scholar, Unilever marketing manager Hasseb-ur-Rahman, sees as the future of the marketing role in general – that of an entrepreneur within a larger organisation.

Tatla has been responsible for developing a new consumer offering within the £50m business-to-business brand ByBox. It runs a network of electronic lockers located outside railway stations and supermarkets, where recipients of parcels can pick them up while running their everyday errands, rather than missing a delivery to their homes.

Prior to this role, Tatla was marketing manager for ByBox’s business-facing operation and developed the company’s marketing programme, both for the UK and for its international subsidiary Logibag. Her record indicates an ability to take projects on independently and bringing them to fruition.

Tatla’s work style, as described in her personality profile, is likely to be an asset to her in delivering results single-handedly. She is far more likely to be radical than conventional, and to be enthusiastic rather than sober in her approach to work. Tatla refers to herself as “driven, confident and energetic”.

jennifer elworthy

Jennifer Elworthy
Marketing manager
The Times and Sunday Times

“A lot of my job is about how I manage people who don’t directly report to me,” says Jennifer Elworthy, marketing manager for The Times and Sunday Times at publisher News International.

She is responsible for directing and approving all communications that form the multichannel marketing campaigns for the newspapers, websites and apps. Being a good co-ordinator of people is therefore crucial.

It is appropriate, then, that Elworthy’s personality report marks out her team role as that of a “resource investigator” – someone who develops and extends the contacts that are useful to a team. Her influencing style is assessed as being very trusting and emotionally stable, and she balances herself delicately between being dominant and accommodating, the report suggests.

It also indicates that she is more likely to see the advantages than the disadvantages of working in a group, tends to give people the benefit of the doubt and copes well with setbacks. With team leadership being paramount, Elworthy says that enhancing her awareness of personality types is something that will benefit her working relationships.

“I also want to spot my team’s strengths and weaknesses, and how we can all work together,” she adds.


Latest from Marketing Week


Access Marketing Week’s wealth of insight, analysis and opinion that will help you do your job better.

Register and receive the best content from the only UK title 100% dedicated to serving marketers' needs.

We’ll ask you just a few questions about what you do and where you work. The more we know about our visitors, the better and more relevant content we can provide for them. And, yes, knowing our audience better helps us find commercial partners too. Don't worry, we won't share your information with other parties, unless you give us permission to do so.

Register now


Our award winning editorial team (PPA Digital Brand of the Year) ask the big questions about the biggest issues on everything from strategy through to execution to help you navigate the fast moving modern marketing landscape.


From the opportunities and challenges of emerging technology to the need for greater effectiveness, from the challenge of measurement to building a marketing team fit for the future, we are your guide.


Information, inspiration and advice from the marketing world and beyond that will help you develop as a marketer and as a leader.

Having problems?

Contact us on +44 (0)20 7292 3703 or email

If you are looking for our Jobs site, please click here