Rising star interview with Lauren Linton – Marketing Co-ordinator, IAA
15th November 2021Tweet
- Tell us about your role. What do you do, and what do you find most interesting about it?
I joined what was HBC back in June 2018 as Marketing Co-ordinator. I worked very closely with our Buyer Services team which really helped me gain a greater understanding of our buyer base and the daily operations of the business. I was totally amazed at what goes into purchasing a salvage vehicle!
I now manage IAA’s marketing communications to both UK domestic and out-of-country buyers – this includes SEO/SEM, social media, and digital campaigns.
IAA really invests in its people, and I’ve had some great opportunities to develop my skills and knowledge and really kick start my career in the salvage industry. IAA have funded my studies at the Chartered Institute of Marketing and I’ve recently completed the CIM Foundation Certificate in Professional Digital Marketing. I’m continuing my studies working towards the next level – the really great thing is that while I’m studying, I’ve been putting my new-found knowledge and skills into action!
One thing I really love about my role is the opportunity to work closely with my colleagues in north America, it’s great that I can tap into their knowledge, expertise and resources. There are so many talented people within IAA, the culture is really supportive, and I really benefit from having access to so many brilliant colleagues who are happy to advise, explain and mentor me on my journey with IAA.
The most interesting aspect of my role has to be, being involved in the development, testing and roll out of new technology for our buyer portal. IAA is essentially a technology business and we’ve invested massively in the UK technology transformation programme over the last two years – it’s been great fun being part of that!
- What made you want to work in this industry?
Although I never thought I would work in the salvage world, I have always appreciated the work that goes into restoring vehicles and getting them back on the road.
I remember growing up watching my grandad in his garage working on a project car or motor bike so when the job became available with HBC, I went for it! I was thrilled to be offered the position… and it’s still as exciting as the day I started.
- What do you see as the biggest challenge to your industry in the next year?
I think every industry will be feeling the effects of the COVID-19 pandemic for some time. IAA responded and adapted very quickly to ensure the transition to the ‘new normal’ was seamless for our buyers. The introduction of IAA’s Interact™ merchandising platform was fortunately timed; Interact provides our buyers with a virtual reality experience that’s like actually being physically present with the vehicle – it removes purchase risk for the buyer, which they really like. Our digital tools and technologies have undoubtably enhanced the experience for our buyers – having said that, it’s great that personal interactions are on the increase.
Another challenge we’ve had is the additional administration for our out-of-country buyers post-Brexit. We’re increasingly taking this burden off our overseas friends to ensure we can continue to export vehicles from the UK.
Longer term, IAA has some really exciting developments in managing salvage for electric and future-fuel vehicles.
- How would you like to see the industry improved next year / 5 years / by the time you retire?
I can only really talk for my category, but I genuinely think the image of the British salvage industry has improved immensely in recent years – as it’s become increasingly technology-driven and more professional.
I see this as a journey that doesn’t have an end-point and technology will continue to improve the customer experience and unlock value for our customers. I’m very lucky at IAA, we’re the technology leaders in the category and our new product pipeline is really exciting.
I also feel passionately about the seeing more women in management roles across the whole insurance supply chain. At IAA I’m very lucky to have many brilliant women in senior positions as role models and mentors.
- If you could give your 16-year-old self a piece of advice, what would it be?
Don’t be afraid to ask as many questions as you can – make sure you have a notebook at hand and stay away from red wine!Tweet