Barnaby Wickham

Marketing Manager

Annapolis Micro Systems, Inc.

How long have you been an AMA member?

I’ve been a member since 2009.

What are your job responsibilities?

I lead marketing strategy development and program execution for a manufacturer of high-performance electronic hardware and software. Our programs include online and offline advertising, event marketing, email marketing, PR, search engine marketing, and database marketing (using CRM and marketing automation).

According to you, what does it mean to be an innovative modern marketer?

Innovative marketers need to know all of the latest tools, but don’t forget the fundamentals. Be easily found. Provide a good, targeted offer. Be a resource, not an annoyance.

Who inspires you to be a better marketer?

My wife Kate works harder, cares more, and loves me unconditionally. What more inspiration do you need?

If you could have any super power, what would it be?

Is there a land-based version of Aquaman? I love the idea of harnessing the collective power of the animal kingdom, but would hate to be confined to the marine environment.

What has marketing taught you that you think that other industries may not have?

I’ve had to learn a lot to be a good marketer – about business, my employers’ industry, and marketing best practices. As a person with a strong intellectual curiosity, this learning has been very satisfying.

Most jobs today are highly specialized and monotonous, but good marketing requires a broad knowledge base and continuous learning. Marketing also uses both sides of your brain – the creative and the analytic – so I feel very engaged while working.

What recent experience (art show, concert, or lecture) inspired you to try something new in marketing?

I have two teenagers, so naturally we were swept up in the Hamilton musical craze. This caused me to read Ron Chernow’s Alexander Hamilton. Hamilton was not afraid to make sacrifices and take risks for what he believed in, which I’ve been trying to emulate to some degree in my marketing. Also, he was a great practitioner of self-taught continuing education, so that you can always be ready to take advantage of new opportunities. A good kick in the pants for me to keep up with the latest marketing trends and innovations!