Q&A with Kate Brown: Putting the heart in health

Kate Brown is one of Australia’s sharpest content marketers. And she has a massive job: making Soho Flordis International (SFI), and all its global brands, the world’s favourite natural medicine company.

In a competitive market, she’s kicking major goals by embedding a global content marketing strategy and operating model that delivers commercial results.

We're also hot off the heels of Mumbrella360, where we jointly presented a content masterclass. So it's fitting we feature Kate in this month’s Q&A. 

Kate Brown in action at Mumbrella360, 2019

Kate Brown in action at Mumbrella360, 2019

What do you do?

The official title is Global Social and Content manager. In short, I try to ensure that all the SFI’s brand narratives and messages support the global content strategy, as well as the overall expression of the business' corporate identity.

And most importantly, it’s about ensuring we keep the consumer at the heart of everything we do.

What mantra are you living by this year?

Listen more: don’t assume that we automatically know best.

Listen to what the consumers want and are engaging with (in our case across different regions and markets) to enable us to create content that genuinely provides value.

What’s the most important thing marketers can do to drive commercial outcomes?

Where do I start; or how long is a piece of string….

Ultimately if I had to choose one, I would say it is absolutely imperative to understand your 3 C’s (commercial, customer and competition) before you can even think about being successful.

To do this, you really need to understand what your customers want, so you can ensure your mission provides real value while being authentic to who you are.

What’s a cracking book you’d recommend, or a podcast you swear by?

While I love nothing more than a hardback book to take on holiday, I find myself attached to podcasts for work and training. The top two I recommend are:

1.    Science of social media: always important to stay across the new social media features in the ever-changing landscape, and it often features guests like Mari Smith.

2.    Marketing over coffee: an easy listen on the go. Casual and conversational on hot topics like search, content, influencers – and they answer listener questions!

Who are your go-to thought leaders, and why?

That's an easy one. The highlight of Mumbrella360 – other than speaking of course – was seeing Mark Ritson on stage.

I've been a fan for many years, but seeing him in full flight dissect the current marketing landscape, and back his verdict up with data, was brilliant.

He's one of the smartest marketers going around, and we can all learn something from him.

And if you haven't checked out the analysis he's been doing on the Effie awards and what makes the optimum campaign, you should.

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Our favourite qu: What’s your top beer or wine recommendation?

I’m going to do a little promotion for a very talented friend who has started up his own organic cider company, Willie Smith’s.

It’s bloody awesome, and I highly recommend it.


Matt Allison is the Managing Director of Ubiquity Lab. Click here to sign up to our monthly EDM, or here to follow us on LinkedIn.

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