At Commtract, our community of experts are the lifeblood of our business. One initiative we are taking on is featuring more of our experts to showcase their unique talent, ready to be engaged on our marketplace!
We interviewed marketing & communications consultant, Rachel Kathriner – keep on reading to find out all about her!
1. What are you famous for?
I’m not famous at this point in my life, but who knows what the future holds? Non-fame aside, what I am known for is my ability to quickly and authentically build rapport with clients.
2. What interesting skills and experience do you bring to the table as a contractor?
I come to each project with fresh eyes, enthusiasm and a whole host of skills. My experience is diverse; having worked across the non-profit, charity and corporate sectors in two different countries and in three different languages. This diversity has enabled me to easily connect with a wide range of people and to be flexible and approachable.
3. I got into communications etc. because….
After a number of years in corporate sales, I was offered the opportunity to apply for a communications role that I ended up getting and loving. After that initial role, I never looked back. I enjoy coming up with ideas on how to promote a cause or a brand and then, working with the client, putting those ideas into action.
4. What have been your favourite projects/engagements/roles/clients
A favourite project that comes to mind was with an animal welfare organisation that needed an event organised and run in the town of Albany, WA. The project provided me with the opportunity to travel to a town and state I had never been to, meet with locals (many still haunted by the town’s brutal whaling industry past), take part in a photo shoot with an ex-anti-whaling activist, an ex-whaling captain and a famed Australian author and run an event that achieved both national and international coverage. What a ride that was!
5. Any wise observations for clients who are considering engaging contractors?
Treat your contractor like you would a new employee. A brief induction on day one will mean they can work more efficiently and with confidence. Being made to feel part of the team can really help contractors get into a project quickly.
6. You have extensive experience working in the NFP sector – what do you love about working in this industry? What are some unique challenges you face working for NFPs?
Working for a cause or on issues I find important gives me immense job satisfaction. It has also allowed me to work closely with a variety of government bodies, community groups and influencers, which has made for fascinating projects. Lack of budget is one challenge I have regularly faced, but it has also bought me in contact with creative, passionate and driven colleagues and supporters, and a solution to a lack of funds has always been found.
7. You have a combination of marketing and communications experience – in an ideal world the two go hand in hand, though practising this is easier said than done. How do you juggle the two, and know when to wear your marketing or comms hat?
I tend to always be wearing both hats as I find the roles I have worked in often require me to switch between the two sets of experience. An example of this was an education project I led that consisted of defining the target market to promote the materials we had produced to, while coming up with consistent messaging that could be used to engage that market.
8. You have been in the industry for just over a decade – what are some of the major changes you have witnessed/been through, and what new trends do you predict will occur in the next few years?
Obviously the increased use of online platforms, including social, is something I have seen over the past ten years. And have needed to get up to speed on too, of course. Having worked in areas of advocacy in a number of my roles, the rise of the online petition has been instrumental in getting a strong message out to the public and collecting a previously unfathomable amount of signatures in record time. I see automation playing more of a role – in both a negative and positive way – in how people work over coming years.
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