Fiona's story

Name: Fiona Christian
Job: Head of Blue Skies Marketing Recruitment in Northern UK.
CIM qualifications: Postgraduate Diploma in Marketing

“The CIM course was fantastic. The important thing is that you don't use the CIM on a daily basis but you do use the knowledge without thinking and it provides a great framework.”

How did you get started?

I originally graduated from the University of Reading with an MSc, but realised I wasn't actually cut out for research. I joined a Chemical firm as a marketing assistant, then I went agency side working for a large DM agency where I rose to the position of client services director. Then I returned back into the chemical industry as a marketer…and then the light came on. Having had several hideous experiences with recruitment companies and in need of a bit of a change, I decided to get into marketing recruitment. I now head up Blue Skies Marketing Recruitment in the North and we recruit across the entire marketing spectrum - in house, agency and creative.

What motivated you to start studying for Postgraduate Diploma?

I was a great graduate with lots of initiative! I got the first job through my chemistry background but I learned marketing on the job. On my first day, the manager went on maternity leave so I really was in at the deep end. Fortunately the company put me through CIM so I did two years, first the Advanced Certificate in Marketing and then the Diploma in Marketing. My lovely employer gave me half days on Thursdays to go to Salford University and do it.

Has the qualification helped in understanding processes in a working environment?

The CIM course was fantastic. Remember, I had no formal marketing qualifications and even though the course was primarily consumer based and I was doing B2B, the principles and disciplines that it gave me still stay with me now. The Diploma was very useful for the case studies - I'm very strategic and I think that the Diploma gave me that depth of thinking. The important thing is that you don't use the CIM on a daily basis but you do use the knowledge without thinking and it provides a great framework.

How was it returning to studying after all those years?

I found it relatively easy as I continued virtually straight from my Masters. The hardest part was revising for the exams whilst working! The actual attendance on a weekly basis wasn't too bad especially as I had half-day release.

Did being qualified help with job searching?

The qualification definitely helped me. When I graduated though, there were far fewer people with marketing degrees so the CIM really stood out.

Employers were also impressed that I had taken time outside of hours to educate myself further. I am a real advocate of doing a traditional degree followed by CIM rather than a 'marketing degree', and I think several employers do agree with this. I think the CIM is like CIMA. Most accountants do a traditional degree and then spend three years studying to achieve chartered status - it shows people can enter marketing from any discipline and the CIM shows where you have qualified.

As a recruiter who has gone through the experience of getting qualified, would you recommend it to other marketers?

I definitely recommend CIM to non-marketing graduates and I think this can give candidates a real edge. There's a lot of competition now in the form of IDM, IPR, Masters etc and candidates are confused about which qualification will benefit them most - the CIM have a hard job in proving they are still the best and it's a great foundation to have before going on to a more specialized discipline.

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