James Parnwell

James Parnwell

Creating a multifaceted content strategy with Flight Centre’s Vicki Fletcher

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Episode Summary:

In this episode, we are joined by Vicki Fletcher. Vicki serves as the Global Content and Creative leader for Flight Centre and boasts a wealth of experience as a content marketer adept at navigating ever-changing markets.

As a skilled wordsmith, editor, and digital communicator, Vicki understands the power of storytelling to captivate audiences and drive conversions. With a diverse skill set and a history of collaborating with various teams, she possesses the versatility required to cover all facets of content marketing.

Vicki’s work has been featured in prestigious publications such as Amnesty International, The Sydney Morning Herald, and The Canberra Times. Her expertise spans across diverse industries, from travel and photography to health brands and music journalism, providing insights that cater to aspiring marketers, seasoned professionals, and anyone curious about the role of content in today’s world.

In this episode, we dive into Vicki’s personal journey, exploring her passion for marketing and her trajectory to her current position at Flight Centre. Vicki shares her unique marketing philosophy and discusses the challenges she encounters in her role. She highlights the significance of placing people at the core of marketing and reveals her approach to crafting a robust digital strategy, shedding light on the pivotal factors that have influenced her strategy.

We also delve into the common challenges that businesses face in marketing, with Vicki providing valuable advice for fellow marketers and business owners. To wrap things up, we ask Vicki to reflect on her journey by posing the question: “If you could speak to yourself from 10 years ago, what advice would you offer?”

Join us for an engaging conversation that delves deep into the world of digital marketing, with a particular focus on the importance of prioritizing people. Vicki Fletcher’s extensive knowledge and experience are sure to inspire marketers and business owners alike.


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James Parnwell
James Parnwell

James is the Managing Director and resident strategist at TheOnlineCo. He is clever and creative with a flair for making complex things sound simple. He has been in the marketing game for over 2 decades and has watched the landscape slowly shift. James has his finger on the pulse of every aspect within TheOnlineCo, meeting with all clients as well as every core team member and strategising a specific plan tailored to each client.

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