Lee Broughton

Employer: Enterprise Rent-A-Car

I have always been fascinated by the way things appear: how they got to be that way and then whether people believe what they see. In many ways, this is what led me to a career in marketing and communications.

I began my career working as a marketer for a health and fitness club, learning the basics. Then I joined a communications consultancy in London and spent three years working on corporate and consumer accounts – where I came into contact with and managed the Enterprise Rent-A-Car account. After that I moved to a law firm called Eversheds for three years, before finally coming to work at Enterprise.

This role was a newly created position that involved transferring to America for two years. Ever since I had worked with the company as a consultant I was keen to become an employee so spent the next three years at the law firm ensuring that no one forgot me! When I heard about it, I applied and had interviews both in the US and UK.

My job

I am corporate communications director for Europe, which means I look after the external and internal communications across Germany, Ireland and the UK. As part of a team providing direction on business strategy, I direct external agency activity, write speeches and presentations, and get involved with sponsorship, project management, reputation management, and internal communications – among other things.

It’s a busy job, with lots of variety, always balancing big attractive projects with critical detail on smaller things. In a good marketing department you should find yourself involved in all aspects of the business.I enjoy my job the most when I’m learning about and involved in a new concept. The downside is the heavy administration. 

Why should graduates choose retail marketing?

Because the average consumer is emerging as a seriously powerful force in economics. If that is understood correctly and harnessed by marketers, it will give them unlimited possibilities for providing value – which is a sensationally strong bargaining position at work!