Alumni stories

Vikki Maver

Copywriter, Content Strategist, Writing Skills Trainer & Founder of Refresh Marketing

In the beginning, I barely knew what marketing was

Believe it or not, back in the early 1990s I barely knew what marketing was. I had enrolled in an Arts/Business double degree majoring in psychology… and accounting of all things. (I never had big dreams of becoming an accountant – I just didn’t know what else to choose.)

But during my first accounting lecture, bored to tears, I knew it was a mistake.

Later that same day, I sat in on a very different lecture: Marketing 101. Wow, what a contrast! Yep, I was hooked.

Needless to say, I transferred my accounting major to marketing. Immediately.

Marketing is where creativity meets logic

It was that first marketing lecture that I was introduced to the 4Ps. My mind was blown – it was all completely new to me.

Ultimately though, my eyes lit up most for one P in particular: PROMOTION. The art and science of marketing communications was so fascinating to me.

Looking back, this was not surprising. I have always had a creative side. But I am also a logical thinker. And to be a good marketer, you do need an instinct for both.

Inching closer and closer to the promotions side of marketing

My career began in a small marketing consulting firm. It was my first experience in juggling multiple client projects and competing demands. All my subsequent jobs were internal marketing, client-side.

With each role, I tried to inch closer towards the P I loved most of all. Then by the early 2000s, I was the Marketing Manager for a well-known toy company, with branding and advertising being my primary focus. Finally, a role which gave me a 100% promotion focus.

Ironically though, that role ended up being my last – as an employee that is. Because in 2004, I decided to go out on my own.

Enter: Refresh Marketing

Refresh Marketing Founder, Vikki Maver and General Manager, Tori McLennon

When I first began self-employment, I didn’t know what I wanted to do beyond being my own boss.

But over time, my vague offering of ‘Marketing Consulting’ became more refined. I realised I wanted to write. Ads, press releases, brochures, websites… whatever I could. I loved the challenge of helping businesses get their messages across clearly, simply and persuasively.

And now, 16 years on, Refresh Marketing is a bustling copy and content writing agency with four staff and hundreds of clients. My team and I have written for every occasion under the sun – and for businesses of all shapes and sizes. No two days are ever the same.

We now also offer an end-to-end copy and design solution to our long-term clients. This means we have full creative control over their communications projects, ensuring its integrity across all fronts.

Plus, since 2008, I have also been offering writing skills workshops to corporate teams, marketers and other copywriters.

Why I love running my own show

Although there are many upsides to owning my own business, I especially love that I get to choose who I work with. My staff, my clients, my suppliers and my business partners.

I also love that I get to focus on the promotional side of marketing which I have always loved most of all.

But I won’t sugar coat it. Being a business owner also comes with stress, long hours and sleepless nights. I find it impossible to ever switch off from work completely.

Some advice to 19-year-old me

Listen to and trust your instincts. It can be tempting to accept advice from others too quickly. But deep down, you know your strengths and passions.

And marketing is such a broad field that you are bound to find a niche that’s just for you.

Visit Refresh Marketing
Connect with Vikki on LinkedIn