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TechRound: Meet Victoria Usher, Founder and CEO At GingerMay

Meet Victoria Usher, Founder and CEO At GingerMay

This article originally appeared in TechRound

GingerMay is a multi-award winning strategic PR and marketing consultancy with offices in London, New York and Berlin. GingerMay helps global businesses achieve their commercial goals, offering exceptional client service and an in-depth understanding of data-driven communications.

From our reputation for rigour, remarkable thinking, and strong relationships with clients and journalists, we won PRmoment’s B2B PR Agency of the Year Award and a Gold Stevie® Award for Fastest Growing Company of the Year.

How did you come up with the idea for the company?

When I returned from maternity leave 6 months after having my first child, the communications agency I worked for demanded that I be based in Amsterdam from Monday to Friday. I was faced with an impossible decision — either to pursue the career I loved, leaving me with a few short hours every weekend to see my new-born daughter, or I gave up a lifetime of hard work and my CMO position to care for her. I had no choice but to resign. After the birth of my second daughter, I was again dealt an ultimatum by a similarly uncompromising company; return to my position as Managing Director after only 6 weeks of maternity leave because the business needs were so great, or face dismissal.

In the face of this thoughtless discrimination, I founded my own company and embedded flexibility into its DNA. A decade on, GingerMay is a leading case study of how combining a brilliant business approach with a sensitive outlook to work-life balance, which leads to happier staff, stronger team culture, and greater commercial success.

How has the company evolved during the pandemic?

The past 16 months have been a test of resilience for GingerMay, pushing the consultancy to innovate its business operations and client services. Overcoming challenges was the primary goal for businesses in 2020, and GingerMay was no exception; with the media filled with negativity about Covid, clients didn’t want to be in the spotlight.

Recognising businesses’ changing priorities — such as maintaining brand awareness and relevance in a digital-first landscape — we introduced brand-owned content to our PR programmes and furthered our SEO practices. From social media and blog content to research whitepapers, GingerMay innovated its offerings to meet client needs in the new market climate. As a result, we won Management Today’s Flexible Working Initiative of the Year 2021.

I also won Mentor of the Year 2021 for my work with women looking to further their careers and entrepreneurs looking to start a new business in light of Covid.

What can we hope to see from GingerMay in the future?

We will continue to work tirelessly to uphold a company culture that champions flexibility and support at all times. In addition to maintaining a healthy work-life balance, we are working resolutely towards carbon neutrality with the hope of becoming one of the world’s most sustainable PR agencies, one of our core ambitions.

We also understand the value of helping businesses that further the world’s environmental focus. My personal ambition is to be a part of the global solution by expanding our expertise into the cleantech space.

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