Q&A: Sarah Potter, marketing manager – APAC, ECI Solutions
Sarah Potter’s career journey defies convention, transitioning from film production to marketing leadership in the tech industry. Sarah built a foundation on creativity, adaptability, and a passion for learning. She has continuously embraced challenges, evolving her approach to work and thriving across different industries.
Q. You’ve had a unique career, starting in film and events before moving into marketing and technology. Can you share more about your journey?
A. My career path has been anything but linear, which I now see as my superpower. I began with a passion for film and storytelling, studying film and even getting a project sponsored by Apple and screened at the Melbourne Fringe Festival in 2002. However, the transient nature of the industry eventually led me to explore other fields. I worked in restaurants, event management, and even supported my parents’ entrepreneurial ventures, adding a layer to my skillset with each role.
I transitioned into event sales while I was studying part-time, and, ultimately, spearheaded marketing initiatives for hospitality groups. Each experience shaped my ability to adapt and innovate, while drawing on my initial experiences working in film and storytelling to combine creativity with strategy.
Q. What inspired your shift to the technology industry, and how have you applied your diverse experiences in this new environment?
A. The move into tech happened organically for me, but it was nothing short of transformative. The tech sector is complex and offers incredible opportunities to enhance human experiences. I find it fascinating to distil complicated ideas into simple, engaging narratives. I have a varied background that has given me unique insights. For instance, working in sales taught me the importance of understanding customer needs, while my time in film refined my ability to craft compelling stories, no matter what medium.
Q. Depth and diversity of experience feels like it’s a non-negotiable for professional development, especially in a field like technology where you need to constantly pivot. What do you believe is the key to staying ahead in such a dynamic industry?
A. Continuous learning is critical. Both technology and marketing are constantly evolving, and you can’t pretend to know everything. I’m a firm believer in a test-and-learn approach, and I encourage those I mentor and work with, as well as those just starting out, to embrace growth through new experiences. There are so many free resources available—there are Google and Meta courses, university programs, and even subscriptions like Masterclass—that make it easier to keep learning.
The key is to back yourself and take the initiative: don’t wait to feel ready, just start. It’s easy to think you need another qualification or more experience, but you learn the most by doing (and when you can’t, look for those online courses to bridge the gap). The best advice I can give is to stay curious and open to growth; take on new challenges, learn from failures, and actively look for diverse experiences, whether it’s through formal education or hands-on projects.
The second piece is planning. Planning is everything. In marketing, you need to go slow to go fast; you really have to establish solid foundations before diving into tactics. Working in events taught me that a good 80 per cent of success is in the planning. Things will inevitably go wrong, but a proactive mindset lets you allocate resources effectively and pivot when needed.
Q. Your work combines creativity and strategy. How do you strike the right balance between these two elements?
A. It often comes down to simplicity: less is more. People today are inundated with messages, so your communication must be clear and concise to cut through the noise. You need to know what message you want to get across, to whom, and where. Then you need to tell a story. Achieving this demands a blend of creativity and data, and you need to use both sides of the brain.
For example, I’m currently developing a series of case study videos, aligning my passion for storytelling with strategic insights to engage audiences effectively. Video is a fast-growing medium, and it’s crucial to meet audiences where they are, using the formats they prefer. Video allows people to consume messaging quickly and in an engaging way.
It’s also important to remember that marketing is a team sport. Collaborating and bouncing ideas off others leads to better results. Embrace the mix of creative thinking and data-driven decision-making, and you’ll never stop growing.
Q. You mentioned earlier the importance of understanding customer needs. Can you share your insights into how listening to customers can transform your strategy and how this practice has shaped your approach?
A. Customer insights are the cornerstone of innovation; whether that’s in creating an effective marketing strategy or developing the next leading tech product. Early in my career, I learned the value of collaborating across divisions to truly understand the market, including consulting with customers. I’ve seen campaigns that underperformed because it relied too heavily on assumptions about what was important to customers. When marketing engages directly with customers and sales teams, they uncover key insights that inform messaging and strategy, leading to a significant increase in engagement. This experience reinforces for me the importance of grounding every decision in data, whether that’s quantitative or qualitative.
Q. Marketing and technology are constantly shaped by emerging trends and shifting consumer behaviours, demanding ongoing evolution to keep pace. What keeps you inspired to innovate and adapt, and what do you see as the key trends shaping the future of this field?
A. I’m inspired by the intersection of creativity and technology, and one of my favourite parts of marketing is the challenge of simplifying complex ideas into narratives that resonate. Outside of work, I stay inspired by consuming stories across various media, including films, podcasts, and comedy shows. These not only fuel my creativity but also remind me of the universal power of storytelling. Professionally, I find that the dynamic nature of the tech industry keeps me energised; every year brings new tools and trends. There’s always something new to learn or refine.
One area I’m currently focusing on is personalisation. Audiences don’t respond to one-size-fits-all approaches anymore; they expect authentic and relevant experiences, which is why I’m seeing more people flock to Reddit for product advice from their peers as they prioritise authentic communication. Video is a format that’s continuing to grow, especially short-form videos that cater to shrinking attention spans. I also see sustainability emerging as a significant driver, with more consumers wanting brands to take meaningful action and rewarding them with loyalty for it. These trends aren’t just influencing how we market; they’re reshaping the entire customer experience, and it’s exciting to be part of that evolution.