This month I’m delighted to be speaking to Caitlin McLintock, Head of Marketing and Social Media at Stratum International, a firm that provides board/executive search, recruitment and management consulting solutions to the mining industry.
Here’s her 5 minutes with…
Caitlin, let’s start by you sharing with our readers what your role at Stratum International involves on a day-to-day basis.
“My role is a mix of creative and operational marketing. I manage our social media channels, build and maintain templates, oversee our website, and create marketing materials and graphics. I also support the team with training on internal documents and help ensure everything stays visually consistent and on brand. Essentially, I’m the go-to person for anything content, design, or brand related.”
You moved into the world of professional services a few years ago. What have you enjoyed most about this sector?
“I love the exposure to such a high-calibre professional environment. There’s always something new to learn, and things move quickly, which keeps me growing and developing all the time.”
Professional services marketers often face the challenge of getting senior stakeholders to buy into bold campaigns. How have you approached, and overcome, that challenge at Stratum?
“I’m lucky to work in a team that trusts my judgement and encourages creativity. My approach is always collaborative: I start by listening to everyone’s ideas and understanding what they want to achieve. From there, I build campaigns that push new ideas but still align with our business priorities. That trust and communication makes buy-in much easier.”
When you’re in planning season, what’s one question you always ask partners early on to ensure buy-in?
“In a small, agile business like ours, planning is very collaborative. So, I always ask: “What does success look like for you, and what do you want the business to feel like when we get there?””
It helps create alignment early on – not just about targets, but about the tone, personality, and direction of the brand.
With so much content and noise in the professional services sector, what makes a thought leadership piece truly stand out?
“Originality and honesty. The best thought leadership says something meaningful and isn’t afraid to challenge the status quo. It brings a fresh perspective instead of repeating what everyone else is saying.”
How do you think today’s buyer journey has changed, and what does that mean for how you approach marketing?
“Buyers now do most of their research long before they speak to a company. First impressions are made through content, brand experience, and reputation – not conversations. AI has accelerated this shift: people expect instant access to insight, not generic sales messaging.
For us, that means being clear about our value, showing our expertise early, and communicating with authenticity.”
Looking ahead, what do you think will shape the future of professional services marketing over the next 3 to 5 years?
“With my background in illustration and design, I think visual content is going to evolve dramatically. AI-driven image creation and the rise of tools like Canva are raising expectations for creativity and brand experience. I also think clients will look for more personalisation and more transparent storytelling, brands that feel human, not corporate.”
AI is a much-discussed topic right now. Do you see AI as a positive or negative force in supporting your marketing?
“I see it as a positive force. I don’t think AI will replace marketers – I think it will evolve the role. It takes on the heavy lifting so we can focus more on creativity, strategy, and understanding people. Used well, it enhances the work rather than replaces it.”
There’s a lot of talk about marketing measurement. If you could only track three KPIs, which would you choose and why?
“If I could only track three KPIs, I’d focus on lead quality, pipeline influence, and returning audience engagement.
Lead quality shows whether we’re attracting the right type of clients. Pipeline influence highlights the real commercial impact marketing has on conversations and opportunities. And returning audience engagement tells me we’re building trust and credibility – which is essential in a relationship-driven, specialist sector.”
What do you see as the most underrated skill for a marketing leader in professional services today?
“Being an expert in both marketing and the specialised industry you operate in. You need to speak the language of your audience and understand what truly matters to them – otherwise the most creative ideas won’t hit the mark.”
What’s the best piece of marketing advice you’ve ever been given, and how has it shaped your approach?
“That marketing is a lot of trial and error. When I first started, I was scared to post anything that might not be perfect or perform well. But being active and experimenting is far more valuable than waiting for perfection. That mindset helps me stay creative and keep learning.”
Finally, what one piece of advice would you give to an ambitious marketer looking to step into their first leadership role?
“Marketing requires some bravery – ideas won’t always land, but the ceiling won’t fall down if something doesn’t work out. What matters is learning, adapting, and trusting your creative instincts.”