60 second interview with Louise Willows, Rathbones

Date: 10 Dec 2018

Bumblebee Design

In our 60 second interview series, Citywealth speaks to Louise Willows, marketing manager at Rathbones and GOLD winner in our Brand Management and Reputation Awards 2018 to catch up following the awards.

As a winner of the ‘marketing/BD director of the year’ award in 2018, tell us about your role.

My role at Rathbones started off in 2015 with developing the marketing strategy for our professional intermediaries and Vision IFAs. Over the last three years my role has widened to include charities, the court of protection team and Rathbone Private Office for whom I manage and develop marketing strategies. 

Fill us in on what’s been happening in your career since the awards…

Since achieving gold award status, I have moved onwards and will soon be heading up our integrated marketing campaigns. This means working across all the business channels giving me greater access to stakeholders and Rathbones’ businesses. It’s a much more visible role and a fantastic opportunity to further develop my leadership skills. 

Tell us about interesting work projects.

I’m most excited about the sponsorship of the Rathbones Folio Prize, which is now into its second year with us. Literature is a great passion of mine and to work with such talented authors from all genres is a real privilege. To be good at what you do, I think you need to love what you do. Delivering the Rathbones message using a variety of carefully curated partnerships that mean something to our clients, is a very pleasing position to be in.

What challenges does your business face?

I suspect like all my peers, the greatest challenge as a marketer is to define what makes you different, and dare I say it, better. We’re all looking for that USP and what makes clients come to us and not go to another wealth manager. 

What’s the most rewarding aspect of your role?

The interesting projects that come my way and the opportunity to develop them. Not all businesses are supportive of new ideas and ways of thinking. Despite being obviously risk averse, Rathbones is a very progressive company with forward thinking leaders. If you demonstrate that you can make a success of something, they stand behind you 100 per cent.

What’s the best piece of advice you’ve received?

Failure isn’t final. If you learn from your mistakes, you can always gain insight from things not turning out as planned. Basically, don’t let fear of failure put you off trying something new. 

Where was the last place you travelled to for work or pleasure?

I took my two young children on a tour of Thailand last Christmas and New Year. Seeing the world through their eyes was a magical and educative experience.

What advice would you give to those considering entering the Brand Management and Reputation Awards next year?

Enter now! The chance to be reviewed by some of the most talented people in the business should not be missed. It was a totally unexpected win for me but has opened new doors and brought new opportunities my way.


Entries are still open for the 2019 Brand Management and Reputation Awards. Enter here before 15 January 2019.