From practitioner to strategist
How Rebecca’s Chartered Marketer status is helping shape the future of Multitone
Rebecca (Becky) Taylor is Head of Marketing at Multitone. Becky joined Multitone in May 2022 and at the end of last year, she celebrated an important personal milestone; successfully completing her qualification as a Chartered Marketer (MCIM). In this interview, Becky shares how the studies have sharpened her strategic skills, strengthened her approach to campaign management and have provided significant professional growth, whilst supporting the broader modernisation of the Multitone brand.
The importance of strategy as opposed to tactical fire-fighting
Multitone: Congratulations on achieving Chartered Marketer status! During the studies, did you have a favourite module and if so, why was it your favourite?
Becky: Thank you! While Chartered status is about the ‘whole package’, I found myself fascinated with the CIM Marketing and Brand Strategy training course that I completed as part of my CPD. In the thick of a busy role, it’s easy to become entirely focused on launching the next campaign rather than stepping back to challenge the underlying purpose.
This module gave me permission to step back and interrogate the ‘why.’ It mirrored exactly what we were doing at Multitone: moving beyond applying a fresh coat of paint, to aligning our brand architecture with our business goals. I moved my thinking from execution alone to meaningful strategic contribution, which in turn strengthened conversations at leadership level, where budget decisions become far more constructive when they are supported by clear, evidence-based positioning.
Why data is critical
Multitone: And what about the skills gained? Is there one that stands out as having the most impact on your day-to-day work?
Becky: It has to be the ability to translate complex insight into a clear story. We live in a world of ‘data noise’, and it is tempting to rely on gut instinct when things are moving fast. My studies reinforced that while instinct is important, using it with data is better.
I now use this daily to ensure we are not just shouting into the void. For example, by being more deliberate with our digital strategy, we have seen an exceptional increase in both LinkedIn followers and website users. It’s about being helpful to our customers rather than just being ‘another advert’. It has also helped me to mentor my team; instead of telling them what to do, I can show them the data that explains why we’re doing it. It’s empowering for them, and saves me from being too much of a micromanager.
Taking the long view in marketing
Multitone: Has obtaining the qualification changed the way you work and if so, how?
Becky: Absolutely. It’s shifted my mindset from being a ‘practitioner’ to being a steward of the brand. I’m much more intentional now. I’ve moved from ‘doing’ marketing to truly leading it.
I find I’m spending a lot more time on the ‘long-view’, ensuring that marketing isn’t just a department that makes things look pretty, but a primary driver of our international growth. It’s given me the confidence to ensure marketing has a clear, loud voice when we make the big strategic decisions.
CPD: providing professional growth and an anchor in the changing marketing landscape
Multitone: How do you feel the reflective nature of the annual CPD statements differs from just ‘learning on the job’? How has this influenced the way you navigate the rapid shifts of the last 2-3 years?
Becky: Learning on the job is a bit like osmosis; it just happens to you while you’re busy making other plans. But the CIM CPD process is much more deliberate; it’s about taking ownership of that growth.
Over the last few years, the marketing landscape has shifted faster than a viral TikTok trend. We’ve had AI, shifting privacy laws, and a total digital overhaul. The CPD process has been my ‘anchor.’ Instead of panic-buying into every new trend, I now evaluate shifts through a lens of long-term strategic value. It turned ‘doing’ into ‘distilling.’ It’s given me a sort of ‘muscle memory’ for change, allowing us to pivot Multitone’s efforts confidently because we have a documented history of what actually works, rather than just guessing.
Using the 7Ps framework to launch Multitone Nucleus
Multitone: Can you point to a specific project where your Chartered Marketer mindset – perhaps specifically the strategic framework – has changed your approach?
Becky: The dual challenge of our July 2025 rebrand and the launch of Multitone Nucleus was the ultimate litmus test. In the past, I might have focused heavily on the ‘Promotion’ – the new logo, the shiny new website, the new uniforms.
Instead, I used the 7Ps framework to go beyond this. We didn’t just consider how Multitone Nucleus looked; we scrutinised the ‘Process’ of how customers would use it, the ‘People’ (ensuring our global teams were ready), and the ‘Physical Evidence’ of our reliability in high-stakes environments such as the NHS and Fire and Rescue organisations.
It shifted the project from a simple ‘launch’ to a full-scale business transformation. It ensured that our brand promise was backed up at every single touchpoint. We didn’t just create a new logo; we strategically repositioned Multitone to succeed in the sectors that mattered most.
Modernising the Multitone brand
Final words go to Peter Lomax, Director of Sales and Marketing at Multitone:
“Becky is an extremely valued colleague and this award is a tribute to her professionalism and dedication. Over the past four years, Becky has been crucial in modernising and transforming the Multitone brand, collaborating with colleagues to ensure our communications fully reflect the quality and innovation behind our products and solutions.”
