‘Don’t be afraid to pivot’: One CMO on why change isn’t a bad thing
From his early career as a media journalist to senior marketing roles at Betfair, Just Eat and now Carwow, Ben Carter has used his knowledge of the internet revolution and passion for change to climb the ladder.
Beginning as a journalist and winding up as a CMO may seem like an unlikely path, but it’s exactly the career track Carwow CMO Ben Carter has followed. While it may seem an unusual route into marketing, one of his first journalism jobs was at New Media Age, which tracked the internet revolution.
“The magazine had been set up to chart the rise of the internet,” Carter explains. “I met so many interesting people during that time, so many .com founders like Brent Hoberman and Martha Lane Fox from Lastminute.com.”
However, he realised that a lot of the business leaders he met were treating digital as a totally separate channel and were not thinking of it as another way that consumers would ultimately engage with a brand.
