Karen Morton, Non-Executive Director, Entrepreneur and Strategic Marketing Consultant, Karen Morton Marketing, daa, and Killakee Christmas Tree Farm
Karen Morton is an experienced Non-Executive Director across commercial, public sector, private sector and not for profit organisations. Karen is currently a Non-Executive Director on the boards of daa, Irish Chamber Orchestra and Water Safety Ireland.
Karen was previously Chief Marketing Officer of Dell Financial Services and held executive roles in Dell, British Airways, eir and Monster.com. Alongside her Non-Executive portfolio, Karen is a Strategic Marketing Consultant advising CEOs, a speaker on Personal Branding and seasonally Karen runs her family business - Killakee Christmas Tree Farm.
Karen is a Chartered Director and a graduate of Business and French from the University of Limerick. Karen is married to Justin and a proud Mom to Ciara, Jamie and Max.
What is your favourite social media platform, and why?
LinkedIn for business and Instagram for pleasure. In the virtual world we've been living in, LinkedIn has been a fantastic way to keep in touch with my network and what they're up to. Images on Instagram inspire me (the marketer in me), I suppose, images can engage an audience in such a powerful way. Instagram is a key tool for our Christmas Tree Farm and a great way of growing our reach and engaging our audience.
Tell us about you and your current role or area of interest.
Over the past seven years, I have embarked on a portfolio career journey - Entrepreneur; Marketing Consultant and Non-Executive Director. Leaving the corporate world allowed me to spend lots more time on our seasonal family business - Killakee Christmas Tree Farm. I get energised from continuously innovating and thinking about making the customer experience even better each year. I am getting immense personal satisfaction and reward from the Christmas Tree Farm.
Marketing Consultancy came naturally to me following my 20+ year Executive Marketing career. I enjoy working with CEOs and their marketing teams to figure out how marketing can be a key enabler to achieving their business goals.
Embarking on my Non-Executive journey has been fascinating. Operating at a strategic level providing oversight, guidance, challenge and support as part of a board is something I am thoroughly enjoying. It's enabled me to continue my personal growth and development while also leveraging my international corporate experience.
I have recently become an accredited Chartered Director, which was a worthwhile personal investment and will enable me to be more effective in the boardroom. I joined the board of daa, global airports and travel retail group just before the pandemic - it's been a fascinating journey so far. Our focus is now on rebuilding the business and re-energising our people.
What do you like about your career or area of focus?
I am very fortunate to spend time doing work I really enjoy. I love the variety of my career; no two days are the same. Although the term 'portfolio career' can be an overused buzzword, I definitely have a varied portfolio where the different parts complement each other and help me to be more effective and successful as a result. I thrive on staying up to date on industry trends, customer tastes, what's happening in the economy and how that impacts my clients and the boards on which I serve.
What is the best advice you have ever received?
"If you don't ask, you don't get." Keeping your goals, dreams and wishes to yourself will make them all the more difficult to achieve. Once people know what you want and how they can help, in my experience, they are more than willing to help you.
I got this advice at a stage in my corporate career when I wasn't brave enough to ask for what I wanted. Finally, a mentor said to me, "what's the worst thing that can happen? They say no" - I've had lots of No's, but I don't let that put me off achieving my dreams.
What inspires you, motivates you, or helps you to move forward?
Success and positive outcomes inspire and motivate me. When I've worked with a CEO or a board through a business problem or challenge and collaborated on a solution that is then well executed and delivers an excellent result that fills my energy tank and drives me on. Working with people with a positive, growth mindset really motivates me.
What are you proud of in your life so far?
First and foremost, my kids - I am amazed by them every day. I am proud that I had the courage to step off the corporate executive ladder to chart my own journey, which has given me more time to value the important things in life like family, health and happiness. I have had the time and space to really invest in my kids and enjoy their growth journey. Seven years on, I am very proud of the portfolio career I have built and continue to build.
What is your preferred way to meet new people/network?
In-person for sure, and I have missed it so much over the past two years. I prefer 1:1 coffee's/chats rather than group networking events. I like to connect with people on a personal level and a business level. Getting to know their authentic self is important for me.
What skills or qualities do you feel have helped you?
I grew up in an entrepreneurial family where hard work was part of daily life. I worked in our family business from a young age, and this gave me a great grounding in the cut and thrust of business. I'm a bit of a perfectionist, and if I am going to do a job, I want to do it to 110% of my ability. I am always pushing to do more, better and never happy with the status quo - I have a drive inside me to make an impact and make a difference.
As a marketer, communication is key - I have honed my communication skills over my career, and clear communication definitely helps achieve good business outcomes. Resilience has helped me, and I left university at a time when it was hard to get a job. Getting lots of No's was part of life; this helped develop my resilience, and now I'm not afraid to ask for what I want.
What do you wish you had known when you started out?
There is nothing specific I wish I had known. We're moulded and shaped into the people we are through our life experiences. I have been fortunate to have incredible and very varied experiences so far. It's been a wonderful journey so far, and I can't wait to see what comes next.
Who do you most admire in business, academic or creative circles and why?
There are so many! I admire people who have charted their own path, such as Richard Branson, Oprah, Arianna Huffington, Steve Jobs - tearing up the rule book and thinking about what would make a difference in people's lives.
Outside of your professional/work area, what hobbies or interests do you have or what other areas of your life are of real importance to you?
I try to keep fit and healthy - I play tennis and adore it. I love to ski - unfortunately, living in Ireland doesn't make that too accessible - I still dream of doing a season in a ski resort. Instead, I can be found on mountain walks with our dog, Summer.
I am a diehard Munster rugby fan; having grown up in Limerick, rugby is part of our DNA. My sons are now playing, and I love to cheer them on as well as go on family trips to support the Irish rugby team. I got the travel bug in my first job at British Airways - I love to explore new places.
Has the pandemic had a positive or a negative effect on you and/or your business, and how have you managed it?
It's been a mixture. Some of my consultancy business was lost during the pandemic but is now coming back. Thankfully some remained. My board work overall got busier.
I had just joined the board of daa one month before the pandemic; we were immediately flung into a crisis without having time to build relationships in person with the new board members. We had to meet much more frequently to deal with the impact of the crisis on the travel sector.
Our Christmas Tree Farm business thrived - being outdoors with family makes time for the important things in life more precious to people. I managed this time by focusing on what is truly important in life - health and happiness - the pandemic taught us all that life is really about. Then, of course, there was the homeschooling too… best forgotten!
Do you have a mentor, or have you ever mentored anyone?
Yes and Yes! I have had some incredible mentors during my career. I find having a mentor as a sounding board hugely valuable. I have mentored people right throughout my career and really enjoy helping others progress and grow - I get energy from helping others. Currently, I am mentoring marketers looking to grow and develop.
What advice would you have for someone looking to get into the same area of work or interests?
Ask Nike to say, "Just do it!" I am a big 'List' person - you can never go wrong with writing out the pros and cons to help you formulate your decision. I would recommend talking to people who have done it and asking for their advice. I would also recommend upskilling and continuing your education to set yourself up for success.
What do you feel is the most common reason for people failing or giving up?
Two reasons.
Firstly not investing enough time and effort in their personal plan - it's so easy to give your time and energy to others, but why do we put ourselves at the bottom of the list? Remember to put on your own oxygen mask first! Be clear about what it is you want to do, then formulate a plan of what you need to do to get there and then execute - regularly checking in on the plan is the secret to success.
Secondly, lack of resilience - people find it hard to take rejection. Don't take it personally - a no is just a no. Don't take it to heart; move on, keep driving forward.
Is there a phrase, quote or a saying that you really like?
"Live every moment, laugh every day, love beyond words."
What companies, brands, or institutions do you like or do you think are getting it right?
Companies that truly understand their customer needs and how to surprise and delight them. I think many small niche businesses excelled themselves here during the pandemic with creativity and innovation. I really admire female founder businesses, and all the better if they are Irish. Some of my favourite brands are in the luxury travel space, such as Ritz Carlton, Mandarin Oriental, W Hotels, and the athleisure sector, such as Sweaty Betty and Lululemon.
How do you define success, and what lessons have you learned so far that you could share with our audience/readership?
Paul O'Connell's book has this quote on success from John Wooden:
"Success is peace of mind which is a direct result of self-satisfaction in knowing you made an effort to become the best of which you are capable".
This quote really resonates with me. You can't control the outcome. All you can control is what you do about achieving the outcome. I regularly tell my kids (and myself) to do their best, and if you do your very best, you will have peace of mind and self-satisfaction. Of course, the icing on the cake is if you get the desired result.