World Marketing Day: interview with Harvinder Somal

World Marketing Day: interview with Harvinder Somal
Marketing Director - Cable Management & Protection

• What do you enjoy most about your role?

I love the variety—no two days are the same. Whether it’s shaping strategy, collaborating across teams, or diving into creative problem-solving, there’s always something new to learn and contribute to. I’m fortunate to lead a diverse, international team and it’s the most rewarding aspects of my role. Collaborating across various countries exposes us to a wide range of market trends and consumer behaviours, enabling us to tailor and globally resonant marketing strategies.

• Which Atkore campaigns or projects are you most proud of, and what made them stand out?

I’m especially proud of the launch of Defender. It brought together cross-functional teams. Seeing the results and team collaboration come together was incredibly rewarding.

• How do you keep up with the rapid changes in the marketing world?

I stay up to date by listening to marketing podcasts, subscribing to industry newsletters like 'Marketing Week' and 'HubSpot', and staying active with the Chartered Institute of Marketing. I also find that some of the most valuable insights come from everyday conversations with peers—there’s a lot to learn from shared experiences.

• What B2B marketing trends do you think will grow in importance over the next few years?

Personalisation at scale, sustainability messaging, and AI-powered content creation will likely become more prominent. Buyers expect relevant, timely experiences—and tools that help us deliver that efficiently will continue to rise.

• If you could teach one essential marketing skill, what would it be and why?

Storytelling. It cuts across every marketing channel and strategy. Whether you're pitching a new idea, writing a campaign brief, or presenting data, strong storytelling makes it resonate and stick.