Emma Price
Director of marketing and communications
Cambrionix
Emma Price has built her career at the intersection of rapid technological change and growing expectations for commercial accountability. Now two years into her role as director of marketing and communications at technology firm Cambrionix, she brings with her more than a decade of experience in scaling high-growth businesses and elevating the strategic role of marketing.
Her previous position as senior marketing director at Audio Analytic, as well as her work founding her own firm Mountain Media, sharpened her ability to turn advanced product propositions into clear, customer-centred narratives.
Across these roles, she has witnessed marketing undergo a fundamental shift. When she entered the industry 15 years ago, production tools were expensive, specialist and accessible only to businesses with significant budgets.
She recalls the era of DV tapes and XDCAM disks, a time when creating high-quality video required both money and expertise. Today, she notes, the landscape has flipped. Thanks to accessible software, stock assets, digital platforms and rapid content-production capabilities, “even the smallest business [has] the opportunity to have a huge voice on a global scale”.
Yet amid this explosion of tools and channels, the centrality of customers has stayed a core principle for Price. While execution has changed, she argues “the human element of truly understanding your customer… hasn’t”, and remains the foundation of effective marketing.
“Clear, impartial reporting is essential to prove what is working and to earn genuine credibility inside the business.”
Price is particularly vocal about the opportunity and responsibility marketers have to become deeply data driven. For her, mastering reporting, measurement and customer analytics is no longer optional. “Data is a huge opportunity for good marketers to become exceptional marketers,” she argues. Clear, impartial reporting is essential to prove what is working and to earn genuine credibility inside the business.
That feeds directly into what she sees as marketing’s most enduring challenge: operating in organisations that don’t fully understand the discipline’s commercial value. Marketing is too often viewed as a “nice to have”, she says, and is one of the first areas to face cuts. The antidote is evidence: data-backed justification that marketing enables sales, fuels growth and reduces business risk, she suggests.
Looking ahead, Price expects AI to drive the next major transition. Automation will free marketers from repetitive tasks, level the playing field for smaller brands and spark a resurgence of traditional, human-led tactics as digital saturation grows, she says. Hand-written letters, grassroots events and local activations will regain appeal as customers look for novelty in the physical world, she predicts.
For those entering the profession, her advice is simple: explore broadly, build a portfolio, and volunteer if needed. She also recommends future leaders treat marketing as a craft that blends creativity, psychology and data.
