Negin Niroomand
Marketing manager
EY
Negin Niroomand joined EY nearly a decade ago and in that time has risen to marketing manager, responsible for the business’s UK and Ireland consumer and health marketing.
During her time with the professional services giant, she has witnessed a pivotal shift in how it goes about marketing. When she started, she says the focus “was very much on campaigns and outputs – measuring success by the reach of a message or the creativity of a campaign”.
Now, marketing has become more “insight and experience-driven, with data, digital and now AI shaping how we understand and connect with audiences”, she says. EY has also risen to be one of Britain’s most valuable brands, according to Brand Finance, which puts it at third place.
She believes the biggest opportunity for marketers now is harnessing data, insights and audience research to create “truly personalised and meaningful experiences”.
“Consumers and clients expect more than relevant messaging; they want interactions that feel purposeful, timely and human,” she says. In practice, this means blending “deep sector knowledge” with digital innovation to anticipate customer needs, build trust and deliver value at all touchpoints.
“Marketing is constantly evolving, so be willing to experiment, take calculated risks and learn from both successes and failures by thinking outside the box.”
Discussing the impact of framing marketing in this way, she says those who embrace this opportunity will move “from being communicators to strategic partners, shaping experiences and decisions, and positioning themselves at the forefront of the business to make a tangible difference and have real influence”.
Cutting through the noise “in a world saturated with AI-driven campaigns and data” is the biggest challenge marketers need to overcome, says Niroomand, adding that maintaining trust and authenticity is also key. “Everyone is talking about AI and personalisation, but standing out and creating meaningful engagement is much harder than it looks,” she adds.
AI is taking on a much larger role in many marketing organisations. But if it’s used “without care”, she says, “it risks creating shortcuts that undermine good marketing”.
“Marketers must use technology as an enabler, not a replacement, ensuring every interaction strengthens relationships rather than simply pushing a message,” she argues.
Looking forward, marketing will undoubtedly become more insight and technology driven. However, Niroomand is confident the “human element” will remain at the heart of it. “AI, automation and advanced analytics will enable hyper-personalised experiences at scale, but the real challenge will be using these tools thoughtfully,” she says.
For future marketers, she encourages embracing all learning opportunities. “When I first started at EY, I was fascinated by how insight and creativity could come together to solve real business challenges and that curiosity has driven my career ever since,” she explains.
“Marketing is constantly evolving, so be willing to experiment, take calculated risks and learn from both successes and failures by thinking outside the box.”
