Advertising is arguably the backbone of any media company.
And, at the Nation Publishing Co. Limited it is no different.
In fact, as the leading media house in the country expanding its core business from newspapers to embrace and include magazines, digital media, including e-editions, social media and Nation TV, advertising has become even more critical.
As advertising manager, Paulette Jones, 46, is responsible for a budget that runs in the millions each year.
Far from being daunted, Paulette, bolstered by a strong, dedicated and competent team of 46 is more than up to the task.
At The Nation, staff and managers are on a first-name basis, so when EASY sat down with Paulette in her office on Monday, it was an informal chat that took longer than the allotted half hour.
Paulette has been at the helm of the advertising team since 2008 and has been credited for being daring, bold and taking risks.
She is the first female advertising manager, taking over the reins from Wilfred Field.
“That was a massive change for the company as Wilfred would have held that position for more than 35 years. I knew I had big shoes to fill.”
Paulette was prepared for the role professionally as she was second in command to Wilfred as the assistant advertising manager for five years before the reins were handed over to head the department.
This year Paulette, a past student of Christ Church Foundation, who holds a bachelor’s in marketing from the University of the West Indies and a master’s in business administration from Herriot-Watt University in Scotland, celebrates 20 years in the company and has experience in all forms of advertising, with an emphasis on print.
“When I returned from Scotland I was classified manager for four years. That was a different side of the business and I enjoyed that role tremendously.”
Under her creative and strong skills in sales, the department further developed as a crucial revenue earner for the company. “This is something I feel especially proud of because even today I see my mark on that department, particularly in the area of family notices that form part of what has now grown to be a consistent 24-page staple in our biggest publication, the Sunday Sun.”
Paulette was also the brain behind the opening of the classified/advertising branch of the nation that is in Sheraton Mall, Christ Church.
“We service a diverse portfolio of clients. We cover all the sectors – from retail to telecommunications and finance to hospitality. My mission is to deliver to all stakeholders the best marketing solutions whether it is to improve their bottom line, increase brand recognition or execute their corporate strategy.
“We are the most comprehensive media house . . . we reach every demographic . . . a lot is expected of advertising reach and we have a responsibility to over deliver on those expectations.
“My goal is to make sure we remain nimble and respond to the changes in media. The media of 20 years ago has broadened significantly, most notably in the area of technology and The Nation has kept pace with that development. We have a strong presence in new media, including social media so as a team, we strategise, monitor trends and adapt as necessary.”
For Paulette, who has a keen eye for fashion, and admits to a weakness for fabulous shoes while closely following sport, and music, this is no nine-to-five job. She confesses there are days when everything doesn’t go quite right.
On those days, she and her team regroup.
“When things don’t fall into place we recalibrate – even if it means to change course of thinking.”
As a media house with over 200 staff on payroll, the company depends on advertising revenue. When the team makes budget, Paulette celebrates by wearing pearls.
“That is an inside joke [the pearls] by a former employee Richard Haddock who was one of my mentors,” she laughed.
But it’s not all work and no play for Paulette and her team who go on monthly hikes and find plenty of reasons to have potluck lunches and celebrate birthdays.
Paulette sings high praises about her mum Jeanette who singlehandedly raised her and her sister Lana, a chartered accountant.
“My mum made sure my sister and I had all the tools to successfully navigate through life. In fact it is because of the values instilled in us that I am now very passionate about sharing with young people especially those ladies who may not have had the positive influence of a strong mother and other female mentors. I think it is important that they have an audible, respectful voice backed by independent thought.
“It is way too easy for people to take advantage of others who are timid. I recognise that socialisation and exposure play a major role in having the confidence necessary to express an opinion especially if it goes against the grain of popular thought. Professionally, I believe I have a real responsibility to help shape and guide young female professionals to confidently share ideas and justify them when necessary. In return, I gain so much from millennials, they keep me up-to-date with their fresh new approaches, exciting ideas and ‘outside the box’ thinking.”
With no kids, “but godmother to many” and living life with a supportive family and good friends, Paulette is focused on leaving a legacy that the next advertising manager can build on.
