Sharing The Wisdom feat. Penny Jones

We caught up with Penny Jones, Head of Marketing at The Adventurists. With nearly 20 years in marketing across tech, travel, and e-commerce, Penny blends data and creativity to craft impactful, customer-driven strategies. In this blog, she shares three key lessons on the power of data, the importance of staying curious, and the value of collaboration.

The purpose of article series ‘Sharing The Wisdom’ is to feature, showcase and share knowledge, expert views and wisdom. Local. Authentic. Insightful.

Could you please introduce yourself as well as your background?

Hi there! I’m Penny, and I bring nearly two decades of experience in marketing across fast-paced industries like tech, travel, and e-commerce. My passion lies in understanding what truly drives customers—what they want, need, and value—and translating those insights into impactful, tailored marketing strategies.

Throughout my career, I’ve led a wide range of projects, from rebranding initiatives and demand generation campaigns to implementing automated marketing funnels. I’ve also focused on building and mentoring teams capable of delivering ambitious goals. My approach combines data, psychology, and creativity, with a constant focus on driving measurable results while creating authentic connections with audiences.

Whether it’s refining brand messaging, optimising campaigns, or tackling complex marketing challenges, I thrive on turning insights into action and making marketing matter.

What are 3 “stand-out things” you’ve learned that you’d like to pass on to your peers, as well as, the future generation of talent within your sector?

• Art + Science = Growth: Data is your compass—it helps you set direction, prioritise effectively, and build confidence with stakeholders. But on its own, data achieves very little. Growth happens when you pair data with psychology: understanding people, their instincts, and the emotions behind their decisions.

Knowing your audience isn’t just about their demographics—it’s about what drives them, what challenges they face, and what truly motivates their decisions. Authentic, impactful marketing starts when you dig beneath the surface to empathise with your audience. Use those insights to fuel creativity that resonates with the human experience—this is what sets your brand apart.

And when things don’t go to plan (because they won’t), that’s where data reclaims its place. It enables quick course correction, supports continuous learning, and creates a flywheel of growth. Mistakes become opportunities to refine and improve, as long as you’re willing to embrace them.

• Stay curious and have an open-mind

Curiosity is one of the most powerful tools in a marketer’s arsenal. Whether it’s diving deeper into your audience’s needs, exploring innovative tools, or taking feedback from colleagues or customers, maintaining an open mind ensures your strategies remain fresh and effective.

The reality is, audiences evolve—and their priorities rarely revolve around your brand. What truly matters to them is the benefit you deliver. That’s why it’s vital to keep listening, learning, and adapting. Staying stuck in your own assumptions or relying solely on past successes is a recipe for stagnation. What worked brilliantly last year—or even last month—may no longer resonate today.

Sometimes, the best ideas come from unexpected places. It’s essential to actively listen to others and strive to overcome the cognitive biases we all bring to the table. By embracing different perspectives and challenging your own thinking, you can unlock creative, impactful solutions that might have otherwise gone unnoticed.

Marketing thrives on this kind of curiosity—the willingness to evolve, adapt, and explore uncharted paths. It’s not just about knowing what your audience wants now but anticipating what they’ll need next.

• Collaboration is Key: 

Marketing doesn’t exist in a vacuum. Gaining buy-in from other departments—whether it’s developers, sales, or customer success—can transform a campaign. I’ve seen first-hand how much time and effort could be saved, or how much better an outcome could be, simply by involving the right people from the outset.

Real collaboration isn’t always easy. It’s tempting to give directives rather than ask for input, but involving others early fosters shared ownership of the outcome. When your colleagues understand the context, your commercial goals, and their role in achieving them, they’re more engaged—and your results will reflect it.

Celebrate successes together and let the wins belong to the whole team. When everyone feels connected to a shared vision, one they understand and have had a chance to influence, you’ll find your life easier and your marketing will take on a new level of impact.

What is your take on the importance of role models?

Role models are incredibly important for both personal and professional growth. Over the years, I’ve drawn inspiration from a range of people—managers, colleagues, and even those I’ve managed. One area where I think role models have the greatest impact is in developing emotional intelligence, a skill that’s often undervalued but crucial for effective leadership and collaboration.

Observing how others approach challenges, communicate, and build relationships has helped me refine my own ability to tune into the needs of those around me. When paired with self-reflection, this has allowed me to adapt my ways of working to make people feel truly heard and valued—and, hopefully, inspired in their own journeys.

Role models also teach us about resilience. Some of the most inspirational people I’ve worked with have shown extraordinary strength and composure in the face of failure or tough decisions. Watching them navigate these moments has been a powerful reminder that setbacks are a natural part of growth. Their example encourages me to pick myself up, dust myself off, and face challenges with a renewed sense of determination.

Perhaps most importantly, role models show us that failure isn’t something to fear but rather an opportunity to learn and improve. Seeing how they handle adversity reminds me that success isn’t about avoiding mistakes; it’s about how we respond to them. That perspective has been a cornerstone of my own approach to overcoming obstacles and continuing to grow.