Human on the Inside with Refresh Marketing’s Vikki Maver
Maxme: We’re big believers in the power of human skills. But don’t just take our word for it - the evidence for excellence powered by human (‘soft’) skills is everywhere! In this engaging, ever-enlightening series, we speak with industry leaders, innovators and game-changers to learn a little about their personal career journeys, and how human-led strategies, philosophies and cultures are proving a force for good in their working worlds …
Welcome Vikki, and thanks for stepping into the #SuccessIsHuman Spotlight!
You’re the Founder & Strategic Director of Refresh Marketing, a Melbourne based copywriting, content marketing and business communications agency.
In 1 sentence (ok, we’ll give you 3), what does this role entail?
Vikki Maver: I lead a small team of incredible copywriters who service clients across a wide spectrum of industries.
We’re all about helping brands connect with their audiences through clear, compelling copy and content that builds credibility – and exudes humanity.
Meanwhile, we also deliver a suite of workshops to empower teams and individuals to elevate their own business writing and digital writing skills.
M: You’ve been running Refresh Marketing (RM) for an impressive twenty years now, but of course your career is much deeper. It all kicked off as an Account Manager for The Micromarketing Group. After a couple of years you shifted to Sensis as a Product Manager where you managed the re-development and transformation of Yellow Pages directory’s traditional “information pages” into an interactive, revenue generating consumer information medium.
Your next Product Manager role was with Connect Internet Solutions (AAPT), and after two years, it was time for another change - this time, venturing into the world of publishing with Pacific Magazines. As Acting General Manager & Executive Producer, you headed up the company’s online department and led Pacific Publications’ online strategy.
In mid 2002 you joined toy company Moose Enterprise in the guise of Marketing Manager, where you developed and executed marketing strategies across Moose’s range of brands, licences and product categories. A little over 12 months later, Refresh was born (late 2003).
In parallel to running Refresh, you also had a 7 year tenure (2006-2013) with Monash University, where you lectured and tutored undergrads in Marketing Communications.
How does all this work speak to your personal purpose and what drives you as an individual?
VM: Wow, when you put it like that – my career summed up in a single paragraph – I found myself asking the same question: Why did I take the path I took?
And as I reflect, it now feels abundantly clear.
Creativity.
You see, I’ve always been drawn to and driven by any opportunity to be creative. And although a couple of my early roles (in product management) gave me an excellent grounding as a strategic marketer, I always found myself yearning for something more… fun!
That’s why any chance I got to poke my head into a creative pitch – or offer my two cents on some words, colours, fonts or images for a new brand or campaign – I’d be there with bells on. Yes, I am clearly a word gal. But I believe I’ve always had an eye for a compelling visual experience too. And for me, there’s nothing better than seeing the fusion of brilliant words and brilliant design that creates real cut-through.
How awesome is it that now, as the leader of a copywriting agency that provides complementary design services, I get to do that every day?
But, of course, it’s never just about nice words and pretty images just for the sake of them.
To succeed, any creative must be backed by sound strategy – a mantra I’ve held for as long as I can remember thanks to my marketing background.
M: Tell us a little about your personal education pathway/s - what led you to where you are now? How closely do your formal qualifications match your current career?
VM: I studied a double degree. A Bachelor of Arts with a major in Psychology – and a Bachelor of Business with a major in Marketing (both at Monash).
Interestingly, when I started uni, I had every intention of becoming a psychologist. I really only did the second degree in Business as a backup. But the further I got into my marketing degree, the more I was drawn in. And so, after 3.5 years, I decided to throw my hat into the ring for a marketing job I saw advertised on campus – and amazingly, I got it!
I have no doubt that my marketing qualifications set me up for success as a solid and strategic marketer. It laid the groundwork for so many important concepts that I still use today – everything from target marketing and consumer behaviour to pricing strategies and intellectual property. Of course, nothing replaces ‘learning by doing’, but thanks to my degree, I never felt like I was flying blind.
As for psychology? This complementary degree was absolutely worthwhile – and has made me an even better marketer, copywriter, trainer and agency owner. (And parent, for that matter!) It’s given me the insight and understanding I need to lead with empathy. Motivate people in different ways. Manage conflict. And embrace the diverse personalities I interact with every day.
Today, as I look back on my career, I do believe my choice of qualifications was spot on.
M: If you could share one piece of career advice to your 21 year old self it would be ...
VM: I would tell myself to trust my instinct – and follow my heart. And while I do I believe I ended up doing so, it came with a large dose of doubt and trepidation along the way.
We all know, deep down, what lights us up. What gives us that spark. We just need to trust it. And move towards it.
I’d also tell myself that you’ll never know it all. It doesn’t matter how experienced or senior we get, we will keep making mistakes, big and small. The important thing, though? That we learn from each one. And be kind to ourselves. Because – as I learnt in my psychology degree – we’re all human after all!
M: Maximising the potential of individuals, communities and businesses through the power of human skills is the reason Maxme exists. Can you tell us a little about the role and / or value of human skills in your workplace right now?
VM: This is an easy one. What more important human skill could there possibly be than communication?
Communication is the foundation and essence of all we do. After all, what use are our brilliant ideas or brilliant results if we can’t communicate them to the people who matter?
There’s no two ways about it: to influence, to persuade, to inspire action – you need to know how to communicate.
And I feel so lucky that my day is all about helping and training people on this essential life skill. I teach my staff in the office every day – as well as thousands of working professionals every year through our writing skills workshops.
M: Self awareness sets the critical foundation for all Maxme learning experiences. With that said … what’s your strongest trait / personal super power?
VM: That’s a more difficult one… but I think it would have to be my tenacity.
Like anyone, I get a hard knock every once in a while. But over the years, I’ve learnt how to pick myself up and carry on. Sometimes, surprisingly quickly.
I’ve discovered that things are rarely as bad as they first seem. All you often need is some time, space and perspective – and suddenly, things don’t look so dire. In fact, those hard knocks, so often, end up being blessings in disguise.
M: And on the flip side, what’s one human / ‘soft’ skill you’ve had to really work on improving over the course of your career?
VM: Managing people, for sure. Although I consider myself to be self-aware and empathetic – two critical traits for any manager – I’ve always struggled with boundaries. Specifically, the boundaries between wanting to be liked, and having to make the tough calls. I’m still working on it!
M: If you could share one piece of career advice with recent Uni graduates or candidates keen to work at a company like Refresh Marketing, what would it be?
VM: Focus on learning and absorbing everything you can from those around you. Say YES to new and uncomfortable opportunities. And when you do, don’t be afraid to ask questions and seek guidance along the way.
Asking questions is not a sign of weakness. It’s a sign of confidence and curiosity.
On the other hand, I’d also encourage you to not become a ‘yes person’ either. If you don’t agree with something – or have a different idea – speak up. What’s the worst thing that can happen?
Finally, take initiative. Don’t wait around to be asked to do something. It’s the best way to learn and stand out.
M: You’ve been granted approval to add one University graduate to your team, but have 100 applicants, all with outstanding academic results. How do you find your perfect candidate - what are you looking for?
VM: Someone who knows how to present and sell themselves in a unique but authentic way. They steer clear of the cliches and platitudes – and get my attention as a result.
Importantly, they also ‘show rather than tell’.
In other words, don’t tell me you’re a fun and energetic person. Show me. And don’t tell me you're a creative thinker and natural communicator. Show me.
M: In the words of John Dewey, “education is not preparation for life, education is life itself.” What’s next on your #learning agenda?
VM: I’ve recently signed up to a series of masterclass sprints which cover a wide range of topics from leadership to AI to innovation. I can’t wait to get stuck in!
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Inspired by Vicki’s insights around communication, creativity and how to leverage human skills for success in work, the workplace and/or life?
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