”Social media engagement is like scuba diving”

Our subsidiary Pink University is expanding its marketing department in response to strong market demand. Vanessa Johnson has been appointed Head of Marketing & Communications on May 1. She reports directly to Philipp Mehrtens, Managing Director Sales. In 15 years of PR, marketing and corporate communications, digital marketing has become one of Vanessa's main focuses. She now wants to use this expertise for the Munich-based company. The newly appointed Head of Marketing considers the translation of learning and personnel development into the digital world to be one of the most exciting challenges of our time. Find out more about her and the impact she plans to have on the company in the following interview below.

There's huge momentum in the e-learning market right now. What do you consider particularly important for Pink University from a marketing point of view?

The company is innovative and has won many awards - and we are not done yet! Our strategic direction in marketing is based on three pillars: online, events and content. Our campaigns are embedded in a new corporate identity that we are currently developing. In this very dynamically growing international market, I feel extremely comfortable with my roots in online marketing. For us, the color pink is a statement for new paths we will take in digital training.

In that regard, what are the most important factors for you?

The world of social networks is all about sharing, networking, and inspiration. And, of course, entertainment. As a diving instructor, I like to compare successful social media engagement with a dive: It is all about passion for the subject, a sure instinct for the surroundings, and an eye for the big picture. If you focus only on sales, you are sure to dive blindly past the beautiful seahorse, so to say.

What is the key?

Generate attention on a specific topic, listen well and give your own brand an authentic "personality. This strengthens customer loyalty in the long term and helps generate qualified leads in the sales funnel.

You just moved from Augsburg to the countryside in Affing and have only been in the office in Munich for a few days. How does the change feel?

Great! The Pink University team gave me a super warm welcome into the Pawlik family and the office in Munich has excellent connections. The combination of the Bavarian capital and country life is just my thing! And as an internet geek, when choosing a place to live, I made sure I had a high-speed internet connection in addition to idyllic nature for my dog.

And which e-learning from Pink University do you personally find most interesting?

Right now: Agile Project Management! Because especially when you move to a new place you come to realize that overly detailed project plans always go out the window. Focusing on the goal and showing flexibility are more important than following meticulously defined schedules in an Excel list.