The Marketing Academy 2022 intake: Coles' Patrick Barbaro on the art of listening, taking enlightenment from confusion – and grappling with martech shifts

Industry Contributor 27 Sep 2022 - 1 min read

The Marketing Academy 2022 intake: Coles' Patrick Barbaro on the art of listening, taking enlightenment from confusion – and grappling with martech shifts

By Patrick Barbaro - Head of Group Media, Coles & 2022 Marketing Academy Scholar

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Tags: The Marketing Academy

Six months into The Marketing Academy's 2022 Scholarship programme, Mi3 asked the class of '22 for their take on the key lessons to date, the best professional advice they've ever been given, the greatest capability gaps within their teams, how they're keeping hold of people amid the talent crunch, and how to nail TMA entry requirements. Coles Head of Group Media Patrick Barbaro gives a 60-second snapshot.

1. The Marketing Academy (TMA) so far: What’s the single most valuable insight gleaned?

"We are most enlightened when we are most confused" – John Eales. TMA encourages you to get comfortable with the uncomfortable. It’s been invaluable to be able to take the time to reflect and get clear on what sets your soul on fire, personally and professionally.

2. How to nail the TMAs entry requirements?

Authenticity. It’s not about who has the most impressive CV, so don’t be afraid to let your vulnerabilities shine through. Have an open heart and mind, because this is all about being able to meaningfully connect with amazing humans!

3. Best piece of advice you’ve ever been given and why?

"If you think it’s going to rain, it will." Mindset and attitude are everything! We all experience life’s ups and downs, it's how we learn, respond and carry forward that makes all the difference.

4. The greatest professional lesson you have relearned/assumption to explode?

The art of listening. Not many of us have received training on how to listen, properly. You can tell when someone is clever by their answers, you can tell whether someone is wise by their questions.

5. Greatest capability gap (individually and within your teams)?

Martech innovation. The art of marketing remains constant but the technology to support how we plan, create, and execute is quickly evolving. Finding the time and space to be across these changes can be challenging at times, particularly in a fast-paced retailer.

6. Talent crisis: What’s the impact on your teams, how to navigate (what is keeping people from moving on)?

I think there is an appreciation for the role that our organisation has played both in supporting Australians through the pandemic and now as inflationary pressures impact the cost of living. My view is that this sense of purpose has had a positive impact on retention. Coles has also embraced flexibility, which has improved engagement and satisfaction.