Introducing Charlotte: Head of Marketing & Growth

We recently welcomed our new Head of Marketing & Growth, Charlotte Cowling to the team. Charlotte believes every great brand starts with a story; getting to the nub of it is what she does best. With a background in journalism, editorial, content strategy, brand building, PR and events, Charlotte’s worn many hats working for brands that span tech, travel, FMCG and healthcare. 

We sat down for a chat to see what she’s most excited to get stuck into at Fiasco and the benefits of a ‘squiggly career.’

Can you share a bit about your journey so far?

I started off in a media agency in London then worked for a mix of agencies, startups and in-house brands for the ten years I was there. I also freelanced for a while, so I’ve sat at all sides of the table! Startup and freelance life taught me grit and resilience. Agency and in-house gave me the perspective of working for clients, and being the client.

I’ve had what other people might refer to as a squiggly career. But these different skills and experiences have given me a great perspective on how a wide range of businesses operate,  the stuff I’m really good at, and what’s less my forte. You need this insight to refine where you want to go. I’ve found my most comfortable place is when I’m in collaboration with others, building positive relationships, and flexing my creative muscles.  

What are you most excited to get stuck into at Fiasco?

I can’t wait to push the brand out to new audiences. Fiasco has a phenomenal reputation in Bristol and the southwest, but more people need to hear about it in other places too!

I’m excited for us to do more events, explore speaking opportunities, and really sharpen our focus on new spaces where we want to have a presence. The rebrand in April helped to reposition Fiasco. Now, it’s about pushing its story out.  

What drew you to Fiasco?

I was introduced to Co-Founder’s Ben and Jason as a freelancer so I knew about the great work they were doing – growing Fiasco, as well as building this amazing community through their creative co-working spaces at Gather Round. But it was their reputation for people and culture that stood out. 

I did a bit of work for them last spring and said if ever an opportunity came up to join the business they should get in touch. Of course, the quality of work speaks for itself. It’s great to be able to share such creative talent from the team – and I think this is a really exciting time to join given the rebrand, the strategic focus on growth, and several new starters on board. 

What’s your proudest piece to date?

I developed a community newspaper to hero the people of New Covent Garden Market, London when I worked there, along with a video storytelling campaign that brought their stories to life. I got this amazing insight into a totally different world, building relationships with the market traders and food businesses who primarily work through the night. 

I was told nobody would read it but Market Times became one of the most compelling pieces of marketing material we produced.  I remember going to a flower arranging workshop on the other side of London one night and seeing an article from my paper pinned on their corkboard. It’s still a staple news source for the market many years later.

People are always interested in a good story. That’s what drives my approach.

What do you think are the biggest challenges – or opportunities – facing the industry?

Well, you know I’m going to comment on AI. It’s on every marketers lips… I suppose initially it feels like a threat because it can do so much, it’s growing at a rate we can’t compute, and the sheer volume of digital messaging we’re bombarded with each day means our attention is more fragmented than ever.  But I think – and hope – this will mark a shift that focuses more on the value of human connection and relationships. IRL will be King. AI can help free up our time to focus more on this, something it ultimately can’t do.

And I do think this presents an opportunity for brands to build something strong and memorable that will resonate with people on a deeper level. To cut through the noise of all the other noise. Yes, you’re competing with more but the ability to deliver that will be the marker that sets brands apart.

When you need to recharge creatively, where do you go (literally or mentally)?

I’m a big advocate for saunas and cold water immersion. I try to do it once a week. I stay pretty busy so it’s a moment of calm and a means to collect myself when I do. I find swimming, running and any time out in nature enables my batteries to recharge nicely too. I’m always exploring Canopy & Stars for adventures away in remote locations where I can switch off and enjoy a mental reset. 

What advice do you wish someone had given you when you were starting out?

Chill out. I used to tie myself up in knots wanting clarity over what my “thing” was. But you don’t need to have it all figured out. Try lots of things – eventually, you’ll discover your niche. Also, expertise takes time to build. There are no shortcuts to this. So have patience, and enjoy the squiggly journey!