The Founding 50


Fiona Mukherjee

Senior brand strategy manager, Sky TV

I’ve always been interested in marketing, particularly understanding purchasing behaviour and the decision making process, and then using that to build campaigns that really connect with consumers and capture their attention. I’ve been working in marketing for just over four years and have been with Sky for three years, having started on the graduate programme.

I think it’s really important that we drive awareness of the different types of roles young people can explore within marketing – strategic, creative, project management and more. It’s great for people who know what their strengths are and what they want to do, but also for those who haven’t quite worked that out yet. Plus, you don’t need a degree to get in to marketing, many companies offer great apprentice schemes, so if university doesn’t appeal, it shouldn’t stop them considering marketing as a career option. Advances in technology also mean that we know more about consumers and can be more innovative in the way we speak to them. In addition, people care more about the brands they choose, all of which make it a really exciting time to be a marketeer.