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Marketing & Digital Leaders- An Interview with Vicky Betts

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Marketing & Digital Leaders- An Interview with Vicky Betts

To celebrate International Women’s Day, this week our Marketing & Digital Leaders series will focus on ‘Women in Leadership’ and every day we are sharing an interview with an inspiring woman in a leadership role!

In this third instalment, Rachel Wheeler chatted with the highly experienced commercial marketing leader, Vicky Betts - Chief Commercial Officer at Hotter Shoes.

Please can you provide an overview of your role?

As Chief Commercial Officer, it is my responsibility to develop and deliver commercial customer communications strategies to stimulate sales, across all channels and all markets we serve.  My sphere of influence extends to Ecommerce, Digital Marketplaces, Retail, Wholesale, Marketing and Creative.


What are the biggest challenges you have faced in your career?

Balancing Ambition and Strength with Empathy and Humility. This is especially challenging when you’re progressing in your career and keen to make an impact. It’s important to manage your own emotional IQ and consider impact on others. 


Do you think there are enough women in prominent positions? Why?

Personally, I don’t see or define leaders by their gender, but instead by their approach, influence and impact. I have been fortunate in my career to have worked for and amongst some of the strongest leaders and their common attributes have been Courage, Drive, Empowerment and Vision. I have been inspired by leaders of both genders and hope I inspire men and women alike.

In relation to females in prominent positions, I observe that more and more women are in prominent positions than in my early career. I’m not sure if this is a function of changes in society with many electing to progress parenthood later in life, and with a typically speedy return to work for many new mothers; or if this is a function of anything else. Certainly I wouldn’t say men are better than women and I wouldn’t say women are better than men. The right person has to be selected for the job, and it’s encouraging to see that gender doesn’t appear to be a limiting or defining selection criteria.


What advice would you give to women who aspire to be in a role of power?

Focus on being the best version of yourself. Don’t conform to gender stereotypes.  Be yourself.  That said, use your female empathy to focus on treating people well, and as you would wish to be treated, and acknowledging the role and impact you can have on your colleagues and employees mental health.


Hotter Shoes are the UK’s biggest footwear manufacturer with over 4million customers globally, specialising in stylish footwear with built-in comfort, check them out on Instagram and Twitter!

If you aspire to be in a marketing, digital or technology leadership role, and want to take the next step in your career, our team of experts will be happy to offer advice and support you on your career journey – get in touch!

You can check out our other Women in Leadership blogs, including our recent interview with Amy Lawson, Founder & Director of ReDefine Marketing and Kobi McCardle, Co-Founder of Dr Fertility.


Rachel Wheeler is Product & eCommerce Lead at Forward Role.