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Oct

18

2019

Coco-Cola CEO praises ‘consumer-centric’ innovation as Coke brand grows

Coca-Cola praises marketing investment for helping to shift consumer mindsets about the soft drink company and its namesake brand.

The post Coco-Cola CEO praises ‘consumer-centric’ innovation as Coke brand grows appeared first on Marketing Week.

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Oct

18

2019

Why marketers need to get better at marketing marketing

Reports are constantly suggesting the CMO role is obsolete, but top marketers from RBS, Tesco, Birds Eye and Salesforce disagree, saying when “marketers deliver, there is no problem”.

The post Why marketers need to get better at marketing marketing appeared first on Marketing Week.

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Oct

18

2019

What brands can learn from Skoda and Japanese rugby

Japan's rugby team might appear to have few links to Skoda, but both have excelled against expectation using a challenger mindset, which others can emulate.

The post What brands can learn from Skoda and Japanese rugby appeared first on Marketing Week.

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Oct

18

2019

Adidas, F&F, Bellwether: 5 things that mattered this week and why

The strategies for success behind the best global brands Interbrand marked the 20th anniversary of its annual Best Global Brands valuation report by comparing the current top 10 with their first rundown from two decades ago. No surprise that big tech dominates this year’s list (Apple, Google, Amazon and Microsoft hogging the top four, in […]

The post Adidas, F&F, Bellwether: 5 things that mattered this week and why appeared first on Marketing Week.

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Oct

18

2019

Marketing Week Explores: The future of Tesco and how to excel working abroad

In the latest edition of the Marketing Week Explores podcast we look at how marketers can make the most of working abroad and what the future of Tesco looks like without its CEO Dave Lewis.

The post Marketing Week Explores: The future of Tesco and how to excel working abroad appeared first on Marketing Week.

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Oct

18

2019

Greggs CEO: People thought we couldn’t gain brand reappraisal beyond bakery, but we did

Greggs CEO Roger Whiteside claims perceptions of Marketing Week’s Brand of the Year are shifting from sausage rolls and sticky buns to coffee, wraps and salads, as it looks to convince more people that Greggs is a brand for them.

The post Greggs CEO: People thought we couldn’t gain brand reappraisal beyond bakery, but we did appeared first on Marketing Week.

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Oct

18

2019

Understanding how brands operate in Japan  

As a culture driven by perfection, craftsmanship and shifting tastes, the Japanese market can prove a steep learning curve for marketers.

The post Understanding how brands operate in Japan   appeared first on Marketing Week.

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Oct

17

2019

Adidas: We over-invested in digital advertising

Adidas admits that a focus on efficiency rather than effectiveness led it to over-focus on ROI and over-invest in performance and digital at the expense of brand building.

The post Adidas: We over-invested in digital advertising appeared first on Marketing Week.

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Oct

17

2019

Diageo’s playbook for global marketers

While the old rules still apply, there are seven characteristics successful brands display - from making time for strategy to simple KPIs and strong leadership.

The post Diageo’s playbook for global marketers appeared first on Marketing Week.

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Oct

17

2019

Recommended reading: Fixing the crisis in creative effectiveness and challenging mediocracy

Marketing Week reviews the latest books and blogs for marketers.

The post Recommended reading: Fixing the crisis in creative effectiveness and challenging mediocracy appeared first on Marketing Week.

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Oct

16

2019

Marketing job prospects fall to lowest level yet as budgets face freeze

A net balance of just 1.4% of companies expect to hire over the next three months as economic and political uncertainty bites.

The post Marketing job prospects fall to lowest level yet as budgets face freeze appeared first on Marketing Week.

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Oct

16

2019

Marketing budgets cut for first time in seven years as brand building takes a hit

Uncertainty about Brexit and its impact on the economy has forced companies to pull back on marketing spend and shift money into digital in search of cost efficiencies.

The post Marketing budgets cut for first time in seven years as brand building takes a hit appeared first on Marketing Week.

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Oct

16

2019

Relevancy and responsiveness: The secrets to successful brand growth

Maintaining relevance and responding rapidly to consumer demand has helped Microsoft, Coca-Cola, McDonald's and Disney retain their spot in Interbrand's top 10 after 20 years.

The post Relevancy and responsiveness: The secrets to successful brand growth appeared first on Marketing Week.

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Oct

16

2019

Former Centaur boss Andria Vidler named Tag EMEA CEO

Former EMI CEO and BBC marketer will join marketing production services provider in January.

The post Former Centaur boss Andria Vidler named Tag EMEA CEO appeared first on Marketing Week.

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Oct

16

2019

Brands risk losing billions if they don’t improve online accessibility

Brands need to ensure their websites are accessible to disabled people or risk losing out on £249bn a year.

The post Brands risk losing billions if they don’t improve online accessibility appeared first on Marketing Week.

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Oct

16

2019

After 30,000 connections, I’m all LinkedOut

Our columnist finds to his horror that he's reached his limit of LinkedIn connections, with requests building up faster than he can cull.

The post After 30,000 connections, I’m all LinkedOut appeared first on Marketing Week.

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Oct

16

2019

Signs of the time: Why digital signage is on the rise

Artificial intelligence and advances in screen hardware offer big new opportunities for digital out-of-home advertising to offer impact and interactivity.

The post Signs of the time: Why digital signage is on the rise appeared first on Marketing Week.

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Oct

16

2019

How Mondelēz shifted focus from cost-cutting to growth

From creating a digital accelerator to piloting a biscuit subscription service,  Mondelēz Europe CMO is spearheading innovation at the confectionery giant.

The post How Mondelēz shifted focus from cost-cutting to growth appeared first on Marketing Week.

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Oct

16

2019

Working abroad: What it takes to be a marketer in Japan

In the first of a new series looking at what it takes to be a marketer in different regions, Marketing Week puts the spotlight on Japan. From navigating the working style and overcoming language barriers, to determining marketing's role in corporate culture.

The post Working abroad: What it takes to be a marketer in Japan appeared first on Marketing Week.

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Oct

15

2019

TimeTo ramps up efforts to tackle sexual harassment ahead of festive period

Adland's response to #MeToo has unveiled the next steps in its efforts to crackdown on sexual harassment in the advertising industry, including a new toolkit, training programme and refreshed campaign.

The post TimeTo ramps up efforts to tackle sexual harassment ahead of festive period appeared first on Marketing Week.

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Oct

15

2019

The impact of Diageo’s effectiveness focus: Marketing spend is no longer first to be cut

Diageo credits its two-year focus on integrating marketing effectiveness across the business with a “profound shift” in the belief in marketing investment, but says the job is not done yet.

The post The impact of Diageo’s effectiveness focus: Marketing spend is no longer first to be cut appeared first on Marketing Week.

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Oct

15

2019

The benefits of being a globetrotting marketer

Essity's global marketing boss has spent her career working across five different countries, which while difficult from a personal perspective has helped her better understand global business.

The post The benefits of being a globetrotting marketer appeared first on Marketing Week.

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Oct

15

2019

Marketoonist on diversity of ideas

Tom Fishburne is founder of Marketoon Studios. Follow his work at marketoonist.com or on Twitter @tomfishburne See more of the Marketoonist here

The post Marketoonist on diversity of ideas appeared first on Marketing Week.

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Oct

15

2019

F&F’s strategy to get in more Tesco baskets

Clubcard, econometrics and working much more closely with the main Tesco brand form the foundations of F&F's strategy to redefine what it means to be a supermarket fashion brand.

The post F&F’s strategy to get in more Tesco baskets appeared first on Marketing Week.

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Oct

15

2019

‘Buccaneering’ British business is just a political fantasy

Why are British politicians so content to use the language of pirates to shed light on business?

The post ‘Buccaneering’ British business is just a political fantasy appeared first on Marketing Week.

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Oct

14

2019

Beyond air miles: Emirates Airlines rewards customers for engagement

The Dubai-based airline is trying to find new, less transactional ways to reward people for their loyalty, as well as engaging customers at the moments where they are more likely to make an "instantaneous impulse purchase”.

The post Beyond air miles: Emirates Airlines rewards customers for engagement appeared first on Marketing Week.

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Oct

14

2019

NPS, footfall, martech: 5 killer stats to start your week

We arm marketers with all the numbers they need to tackle the week ahead.

The post NPS, footfall, martech: 5 killer stats to start your week appeared first on Marketing Week.

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Oct

14

2019

Channel 4, ITV, high street sales: Everything that matters this morning

Good morning and welcome to Marketing Week’s round-up of the news that matters in the marketing world today.

The post Channel 4, ITV, high street sales: Everything that matters this morning appeared first on Marketing Week.

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Oct

14

2019

How to succeed as a marketer abroad

Exploring the international market can be an exhilarating ride, throwing yourself into new cultures and widening your scope of reference, but going into it with your eyes open is crucial.

The post How to succeed as a marketer abroad appeared first on Marketing Week.

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Oct

11

2019

Why Tesco won’t refer to Aldi and Lidl as ‘discounters’

Tesco's outgoing chief executive talked semantic strategies, regrets and how "brutal objectivity"  helped him lead one of the UK's biggest business turnarounds.

The post Why Tesco won’t refer to Aldi and Lidl as ‘discounters’ appeared first on Marketing Week.

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Oct

11

2019

Why alternative job titles prove marketing is not the ‘colouring-in department’

Does the plethora of new titles for senior marketing roles reflect a change in the nature of marketing, or is it a case of window dressing gone wild?

The post Why alternative job titles prove marketing is not the ‘colouring-in department’ appeared first on Marketing Week.

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Oct

11

2019

Rose McGowan’s advice to marketers: Sell what you would want to be sold

The activist, actress and director believes marketers have great power to impact behaviour and they must take that responsibility seriously.

The post Rose McGowan’s advice to marketers: Sell what you would want to be sold appeared first on Marketing Week.

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Oct

11

2019

Social selling site Depop on why quantity is the key to quality

Peer-to-peer social selling Depop is convinced that its content strategy of 'reposting the coolest shit' is the secret to engaging Gen Z shoppers.

The post Social selling site Depop on why quantity is the key to quality appeared first on Marketing Week.

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Oct

11

2019

DFS’s CMO on using the ‘power of data to influence’

Story of my CV: A graduate position at Sainsbury’s helped set Toni Wood up for a career that has seen her progress through a number of roles at global brands including Procter & Gamble, Britvic and now DFS.

The post DFS’s CMO on using the ‘power of data to influence’ appeared first on Marketing Week.

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Oct

10

2019

How innovation and creativity helped turn around Premier Foods’ brands

The company behind Mr Kipling and Bisto succeeded in turning around the fortunes of many of its brands thanks to strong agency relationships and a new strategy focused on creativity, innovation and consumers.

The post How innovation and creativity helped turn around Premier Foods’ brands appeared first on Marketing Week.

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Oct

10

2019

How Honda shifted its content strategy from ‘attention-grabbing’ to storytelling

The car marque has overhauled its approach to content and social in a bid to engage consumers ahead of the launch of its Honda E electric car next year.

The post How Honda shifted its content strategy from ‘attention-grabbing’ to storytelling appeared first on Marketing Week.

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Oct

10

2019

Mark Ritson: Distinctiveness is marketers’ main challenge

Marketing Week columnist and marketing professor Mark Ritson believes salience is the biggest part of a marketer’s job, but that most “don’t get it” and are, if anything, underplaying their distinctiveness and brand codes.

The post Mark Ritson: Distinctiveness is marketers’ main challenge appeared first on Marketing Week.

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Oct

10

2019

How Sainsbury’s Argos creates a modern marketing culture

The former marketing boss of Sainsbury's Argos believes breaking down hierarchical barriers and reverse mentoring are key to building modern marketing teams.

The post How Sainsbury’s Argos creates a modern marketing culture appeared first on Marketing Week.

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Oct

10

2019

Ehrenberg-Bass: Marketing needs to embrace its scientific status or risk a slow death

Unless marketers can embrace marketing as a 'young science' that needs to be nourished they will lose their influence at the top table, argues Professor Jenni Romaniuk.

The post Ehrenberg-Bass: Marketing needs to embrace its scientific status or risk a slow death appeared first on Marketing Week.

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Oct

10

2019

What marketers should do in the event of a no-deal Brexit

A no-deal Brexit would affect marketers' day-to-day jobs significantly, particularly in staffing, data use and supply chains. Here's what you need to know.

The post What marketers should do in the event of a no-deal Brexit appeared first on Marketing Week.

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