Trinity Mirror: Marketers are able to influence senior staff from a younger age

Generation Exchange: Zoe Harris, group marketing director at Trinity Mirror, and her marketing executive colleague, Jaina Shah believe believe marketing today is less hierarchical.

If a young, fresh-faced marketer had a brilliant idea for a campaign two decades ago, it is likely that it would have been a struggle to get it launched as decisions would have been made in a top-down, hierarchical fashion.

This has now changed, says Trinity Mirror marketing executive Jaina Shah. Junior marketers have more freedom than before to communicate with those above them.

“We have an open-door policy, so we really have that opportunity to build those relationships no matter if you’re an assistant or someone on a closer level to the CEO,” she says.

READ MORE: The similarities and differences between junior and senior marketers

Group marketing director Zoe Harris agrees that there has been a shift between the two generations with regard to communication.

“In my first job, I could speak only to my line manager, who could then speak to their manager, who would then speak to their line manager. So there was a really big ladder that people had to climb to get something signed off,” she says.

We have an open-door policy, so we really have that opportunity to build those relationships no matter if you’re an assistant or someone on a closer level to the CEO.

Jaina Shah, Trinity Mirror Group

Being able to speak to other teams, including Trinity Mirror’s newspaper editors, is also important from a profile-building standpoint – something that Shah says she has learned from Harris.

“Confidence and building your personal profile within a company as large as Trinity Mirror are really important, as well as keeping your team happy and having those [close] relationships on a senior level too,” explains Shah.

One thing that is always underestimated, Harris argues, is that marketing teams are very much dependent on other company divisions to make things happen. This is why it is important to build influential relationships, be able “to pull in favours” and encourage people to do things that might not naturally be in their comfort zone.

Shah adds: “Marketing is based upon other people we communicate with on a day-to-day basis, which is advertising and editorial for us, and we need to have those relationships across the company in order to really thrive. But we are also becoming more self-sufficient by taking a closer look at data and analytics.”

Hide Comments1 Show Comment
  • Paul Ralph 17 Dec 2017 at 2:41 pm

    Not sure whether this is universally true but it is important to foster an environment where this is the case. Providing junior marketers with genuine growth opportunities from the word go can easily be neglected.

  • Post a comment

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