Verity Agababian is an award-winning marketer with almost a decade of marketing experience. She was previously a Marketing Manager at BT, and has worked as a freelance copywriter. Verity has a degree in Creative Writing (BA Hons.) from Brunel University London.
Verity works alongside Hotfoot’s senior team, leading on marketing and brand strategy, content marketing, and campaigns.
We caught up with Verity about International Women’s Day, who and what has inspired her in her career to date, and advice she has for anyone starting out in marketing.
What do you love about being a creative and working in Lancashire?
Lancashire is my home! I studied in London and worked in Manchester for a while, which I loved, but there’s no place like home. I love being part of the creative community in Lancashire and I’m so excited about the scope of opportunities available for creatives here.
I regularly attend a monthly spoken word night called ‘The Wordarium’, held at The Herbarium in Lancaster. There are a number of open mic slots every month, and I headlined my own show there last year. This event didn’t exist a few years ago. It’s really helped me come out of my comfort zone when performing and introduced me to some amazing artists. If you’re ever in the area, you should head on over. It usually takes place on the last Wednesday of every month. Events like this are so important for creatives, but also those wanting an opportunity to soak up some stories under glistening fairy lights. Poetic.
I’m really proud that my career has led me back to Lancashire, and think the North has it all! I love being able to collaborate with like-minded creatives, and some really inspiring local clients and businesses doing incredible things.
Working and living in Lancashire, I also have the stunning Lake District on my doorstep. It’s possibly my favourite part of the world. I feel that I really get back to my roots when I’m up there, and feel a special sense of connection, clarity, and nostalgia. It’s a vision board for my ideas.
What advice would you give to anyone starting out in their marketing career?
“No” is not always bad. It can take 12 no’s to get you to your golden “yes”. The “yes” will always be worth it.
Spend time on your personal brand. This can take years, so it’s good to start early. How do you want to be perceived in your career and by peers? It does matter. As Jeff Bezos famously said, “Your brand is what people say about you when you’re not in the room.”
Ask as many questions as you can and soak up everyone’s knowledge. You’re a sponge at this point… and there’s lots to learn. Be confident in sharing your brilliant ideas, too. You’re there for a reason.
Spend as much time as you can in the office. Working from home is the norm these days, but there’s nothing quite like seeing how different departments operate. It’s also way easier to collaborate face-to-face and understand who to go to for what. And, let’s be honest, hurling questions over a desk is way easier than setting up a Teams call.
Have your own work mug.
Be careful of the office brew-run, as that’s a really hard commitment to get out of.
Don’t let work take over everything. Keep doing the things that make you tick and stay inspired.
Proofread. Twice.
Have fun.
Who has inspired you in your career?
I’m fortunate enough to have been surrounded by many powerful women in my career – some of whom have been personal mentors of mine. I’ve learnt loads from these established women, in work and in life. They’ve achieved so much with their skill, drive and determination. And their confidence is magnetic. I’ve come to notice that, whenever I’ve been in a room with them, I’ve been hanging off their every sentence. That’s pretty powerful.
I also love to read books written by women in business and the creative industries. Lean In by Sheryl Sandberg, Dare to Lead by Brené Brown, and Mad Women by Jane Maas are some personal favourites of mine. I’d recommend them to anyone.
I have to give a shout-out to my poetry mentor and teacher, Benjamin Zephaniah. In his class at university, I performed my own poetry and poured my heart out in front of an audience – and in front of a poet whose work I admired and grew up with. It was scary, at first. I felt that if I could overcome that – stand there and share my emotions and vulnerabilities – I could overcome many things. Now, I frequently perform my spoken word poetry at public events, and it has helped my confidence and presentation skills at work. Fear holds too many of us back – and it just needs to be attacked, head-on, and put in its place.
If you could have dinner with three inspirational women, dead or alive, who would they be and why?
- Edith Sitwell: A true eccentric and an interesting dinner guest, for sure. Edith Sitwell published her poetry from 1913 – usually going against the grain in terms of the poetic style of her time. She also used to put her poetry to music, which intrigues me as a lover of spoken word poetry and rap music. Is that what she was doing? Her poetry had a rhythm and intentional structure. Her flat was also a meeting place for aspiring poets at the time, including Dylan Thomas. I’d love to hear her stories, what inspires her writing, and would ask her to perform ‘Still Falls the Rain’ – an intriguingly dark and ridiculously well-crafted poem written by Sitwell.
- Maya Angelou: I don’t think I’ll ever be able to comprehend what she achieved in her life as a memoirist, activist and poet. Her volume of work is astounding – and so important. I’d love to hear her talk about her life, her works and influences. What’s her writing process? She also penned one of my favourite poems that speaks true power: ‘Still I Rise’. Here’s a snippet: “You may shoot me with your words,/ You may cut me with your eyes,/ You may kill me with your hatefulness,/ But still, like air, I’ll rise.” Whew.
- Coco Chanel: Not just because she’d be the best-dressed dinner guest, but because she’s behind arguably the most iconic and timeless fashion house in the world. She took women’s clothing, which at this time was corsets and suffocating attire, and created something comfortable, chic, and elegant for women to express themselves and feel empowered. I love wearing suits and I have many in my wardrobe… what I’d give for a Chanel suit! One day! She was a prolific businesswoman and saw a new future for women everywhere through fashion, perfume, jewellery, hats… you name it. I’d certainly love to delve into her creative genius for a few hours.
Why do you think it’s important to celebrate International Women’s Day?
International Women’s Day was created to celebrate the achievements, culture, politics, power, influence and importance of women and girls everywhere. Women have overcome so much in history, and everyone knows there’s still work to do today. That’s why it’s important to be reminded of this on a day like International Women’s Day – and to take time to recognise the good, the outrageous, and the out-right fabulous.
