In our regular series, we’re profiling key members of The Icehouse team, so our wider network of alumni, programme and workshop participants, partners and friends get to know us better. Meet Trent Slater, Senior Marketing Specialist at The Icehouse .
‘Senior Marketing Specialist’ only goes some way to encapsulating the scope of work Trent takes care of on a daily basis. From high-level marketing strategising to website and digital development, new product development and branded campaign creation, no two days are ever the same.
‘A large focus of my work at present is on the marketing and sales channels, which to be truly successful rely on some sort of digital medium or use digital technologies,’ says Trent.
‘This involves working with Michael (McLachlan, Marketing Manager), to look at the baseline strategy year-on-year, coming up with a winning channel strategy and then rolling out a coherent implementation plan.
‘The next layer involves implementation activities such as focusing on the website CMS, customer experience design and data integrity with our integrations into the CRM that brings insight through data which informs our decision-making. If it’s done right, then we get access to the valuable information to make better decisions and have a better strategy.’
Previously, Trent worked for Harvey Norman, Radio New Zealand and Goodman Fielder, and spent time living in Shanghai before joining Union Digital and then Bevie back in NZ.
‘I worked at Bevie for a few years, across all the brands and then focused on one brand working on digital capabilities including apps, then got involved in the new product development, working with the engineers, doing market research from the ground up, solving problems and bringing it to market. The full end-to-end of the project. I learnt a lot.’
Michael was a colleague at Bevie, which is how Trent got introduced to The Icehouse.
‘Michael told me about the opportunity and it sounded like what I needed to do next. They wanted further digital enablement and that’s why I am here.’
His role requires a very process-driven oriented person, and Trent fits that bill perfectly. His many areas of expertise include data-driven marketing, online and product development, customer experience, UX and journey mapping, and creative advertising.
Digital transformation expertise
‘I enjoy developing key digital transformation projects and rolling out those implementation plans to deliver the very best business results. I also love building websites because there is technical aspects but also a huge amount of creativity.’
‘That combination is something that I’ve always been passionate about. I was an advertising coordinator at Harvey Norman several years ago. I got a lot of experience in this role in every media type; TV, radio, prints, awesome brochures and points of sale. It covered everything. I did that for a couple of years.
‘And some of the ideas I came up with, they are still using now. You might have seen the rugby guy or the chameleon on a stick bursting out of the TV – they were both mine. I still have the ‘thank you’ letter from LG in Korea!’
While being a self-confessed car nerd and rugby league obsessive, that creativity also extends to being an accomplished musician, and Trent has ambitions to compose music soundtracks one day. ‘I did dabble in my music – playing in bands at bars and doing lots of gigs. I played guitar and bass a little bit and keyboard, and it’s something I love coming back to when I have time.’
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