Interview with Ben van Rooy: Founder & Director | Human Digital, and participant of MA’s Advanced Marketing Leadership Programme 2024

Meet Ben van Rooy, Founder and Director of Human Digital, a seasoned business strategist and marketer with over 18 years of experience in global cities like New York, London, Sydney, and Auckland. He founded Human Digital in 2018, focusing on exceptional customer experiences and business efficiency. Recently completing the MA’s Advanced Marketing Leadership Programme, Ben shares insights and his vision for the future of marketing in his interview with the Marketing Association. Read on to know more.

Tell us a bit about yourself and your career – how did you get to where you are today?

I'm Ben, a business strategist and marketer with over 18 years of experience in developing and marketing products, and services for leading brands. My career has taken me across major global cities including New York, London, Sydney, and Auckland, working with companies like American Express and Deloitte. I founded Human Digital in 2018, a marketing agency with offices in Auckland, Sydney, and New York, driven by my passion for creating great customer experiences and improving business efficiency and profitability.

What made you want to sign up to the MA’s Advanced Marketing Leadership Programme?

With a background in business strategy and marketing, I was looking to further enhance my leadership skills and strategic thinking while building my network. The opportunity to network with peers and meet and learn from marketing leaders was also a significant motivator.

Now that the programme is finished, looking back what were some stand-out highlights to you, and why?

The programme had so many standouts; engaging with thought leaders and participating in hands-on projects. The diverse perspectives I encountered have enriched my understanding and approach towards marketing leadership, making it a memorable part of my educational journey.

What’s the best or most surprising thing you’ve learnt during Advanced Marketing Leadership?

One of the best realisations I have had is what an exponential impact effective leadership has on teams. The course reinforced a number of strategies I have come across and it was a good reminder to not just work on technical experience but also our interpersonal skills.

Tell us about the group project, you were essentially put with 4 other individuals, and you had to work together to come up with a full business plan for a charity. What were the highs and lows?

Working with a group of talented individuals from diverse backgrounds, we collaborated to create a comprehensive business plan Westpac Rescue. The highs definitely included leveraging each team member's skills and experiences. There were not any lows however it was challenging balancing the project along with work and the course.

Advanced Marketing Leadership programme includes a lot of lessons on leadership. What do you personally think are the top leadership qualities someone could have, and why?

I believe the top leadership qualities include empathy, decisiveness, and vision. Empathy allows a leader to understand and meet the needs of their team and clients. Decisiveness helps in navigating challenging situations effectively, while a clear vision guides the strategic direction and inspires the team.

Where do you see marketing heading in the future? What big things will change (if any)?

Marketing is increasingly becoming more human and more digital - hence naming the agency Human Digital. The future will likely see enhanced use of AI and machine learning to tailor marketing strategies to individual preferences and behaviours.

Would you recommend other marketers to participate in Advanced Marketing Leadership?

Absolutely, I would recommend the programme to other marketing leaders who are looking to elevate their marketing, strategic thinking and leadership skills.

Your favourite quote in life:

“Whatever you want to do, do it now. There are only so many tomorrows.” - Michael Landon. This resonates with me because life is short and it is important to do what you love.

Source: Ben van Rooy, 28 May 2024