Marketer Spotlight: Jules McGinlay

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BLUF (Bottom Line Up Front): In our Marketer Spotlight series, we’re highlighting insights from top marketing leaders in the SUM community. This week, we caught up with Jules McGinlay, a result-driven B2B marketer with 20 years of experience across digital and martech. Jules has worked in brand, agency, and martech roles, focusing on strategy, growth, and creative experiences in the UK, EU, LatAm, and APAC.

Jules thrives on simplifying the complex, working with teams and technology to create stories driven by innovation, data, results, and purpose—all while keeping the human impact at the center. Her approach? Find ways that satisfy business logic while connecting it with subjects that matter to people – sharing knowledge, keeping safe and having fun.

1. Why did you join the SUM Advisory Board?

All too often, marketers are expected to be experts on everything; from strategic growth down to making sure you have a great favicon at the top of your site, and all the bits in between (content, PR, search, events, etc). This breadth of expectation is vast, especially in smaller companies! Having lived through this many times, I’m excited to be a part of an organization that helps marketers focus to achieve their bigger goals and to learn from them along the way.

2. One piece of advice you’d give your younger marketing self?

Motivation comes in waves, particularly at the beginning and at the end of a project, but it’s the bits in between that determine your success, so choose wisely and stay focused.

Also, measure everything, be the best communicator you can be, and prepare to jump in front of things to mitigate the f**k-up factors (but even then, it will usually be okay in the end).

3. What’s the most underrated marketing tool in your toolkit?

I’m a long-term user of Grammarly and Otter, and have been exploring the newer AI tools recently. The new tools are very exciting, but it’s important to keep outcome-focused so you don’t waste your budget on a box of shiny new toys that serve little purpose.

4. What’s your marketing superpower?

Simplifying the complex.

Being structured in my thinking.

Celebrating our customer successes (they can be your most powerful advocates, but only when you’ve been able to meet their ‘delight’).

5. What’s your go-to resource for staying ahead of marketing trends?

Trends come from everywhere – social, press articles, consultant prepared reports, WhatsApp groups – but the source is always people, so build and nurture your network well!