Jaya-Marie Thomas
In the dynamic world of marketing, it is important to acknowledge diversity, especially inclusiveness, as it is one of the many keys to success in a world that lacks black representation. Each race brings a distinctive flavour to the mix allowing all campaigns to be more engaging and relatable for its target audience. This is a short history of the inspirational journey of 25-year-old Joely Noble, who, through trials and tribulations, has recently entered the world of marketing.
Born and raised in a strong household, Joely’s initial marketing experience was anything but conventional. With gifts of perseverance, passion, and strong faith, she’s broken-down barriers with hard work. She has now redefined the narrative of what it means to be successfully established with well-known brands, whilst facing racial setbacks in the marketing industry.
Her fascination with marketing began at high school, where she studied A-Level English Literature, Spanish and Filmmaking. Joely said, “I enjoy the simple ways of being able to channel the consumer’s wants and needs to perceive a certain idea by using colours, in order to encourage future consumers to buy products. I think that it’s a super interesting concept.” She adapted and used those skills of interpretation and analysis in her career. She studied English Literature and Spanish at the University of Chester. And earned “Merit” in Business and Communications MA, at Birmingham City University.
Overcoming Challenges
Thinking as a consumer has never been a problem for Joely; she applies this shrewdly to customers’ desire. The same cannot be said for entering a mentally challenging, predominantly white, and male industry. But Joely faced it down. She said, “I felt like I had to fit into a box and almost change my identity to be something that I wasn’t”. But she refused to let this adversity define her. Her determination and belief in her abilities became her driving force.
“It would be good to have more people of colour in those spaces. I felt like they see us as different and there is no doubt that there is unconscious bias in the workplace, which is an utter shame.”
Nevertheless, Joely has managed to hold her own. She’s found her voice to strive for places or spaces where she can be accepted and appreciated for her hard work, rather than the colour of her skin.
“Having to work with difficult characters in the workplace, who often display unconscious bias, strengthened, and enabled me to persevere. The end goal being to learn enough, and develop skills to take to a job, where I would be welcomed and wanted.”
Small but mighty adjustments like these, help to navigate and can defeat discrimination in the workplace.
The Power of Inclusivity
Inclusivity draws in various ethnicities and nationalities, allowing them to work harmoniously within a robust industry like marketing. Joely firmly believes that diversity and inclusivity are not just buzzwords but essential components of ethical responsibilities. She knows that by including diverse voices and perspectives, it allows brands to be able to connect with a broader audience; thus, creating campaigns that truly resonate. “When people see themselves represented in marketing materials, they are more likely to engage with those brands, thus resulting in an increased market share etc,” she said. Joely believes that being a Black woman, trying to make a change, is demanding. However, having lots of patience is the best way to achieve the end goal.
Inspiration, aspiration, and motivation
Joely previously worked for a global skincare company with over 20,000 employees in 160+ affiliates worldwide. The company’s mission statement vowed to allow people to, “feel good in their own skin”. Joely enjoyed the challenge tremendously, and was inspired by the company’s goal, which she thinks can be applied in a flexible way – racially, metaphorically and literally.
Her own long-term goal is to work at Google, or JP Morgan–one of the world’s oldest and best- known financial institutions. To this end, she found the hit Netflix TV show, ‘Emily in Paris’, quite inspirational. Emily–the main character in the show, lands her dream job in Paris, and was excluded by her colleagues. However, she continuously proved them wrong and made a name for herself amidst adversity. Emily’s dilemma resonates with Joely. It’s one that she experienced and continues to take in stride as a marketeer.
Joely’s message to Black and Global Majority Communities is, “ethnicity and identity should never limit your potential in marketing. Embrace your uniqueness and use your voice to create campaigns that leave a lasting impact.”