Santo Ligotti on His Marketing Journey

Santo's lecture was interesting, as he is someone who has experienced many avenues of marketing. He started his career working at the airport, Rogers and TD. He said that most of his career he has spent in marketing, but often his work focuses more on the data side of things. Next Santo moved to CBC where he was working, while also getting his MBA part time. Santa told us he wanted to grow what he was doing. His previous experience in his work and through more school could help him achieve that. Next he moved to working and running the marketing team at Moneris. Santo ran Brand Marketing as well as PR without having direct marketing experience. He then moved on and spent four years at JP Morgan Chase. Now Santo has the role of Marketing and Communications at Retail Council of Canada. His job is focused on the advocacy of retailers and retail issues.

“You have the knowledge and support... You just need to be confident with yourself.”

I thought this quote was really strong. Especially as someone who is entering this new industry which is an intimidating task on its own. The pandemic of course has not made it much easier. I think it is important and I need to keep reminding myself I have 5 years of school. Although this last year seems like a disaster, I have learned lots in school and through experiences I have had in other jobs. I have lots the knowledge and I have lots to offer, I think this quote was a good reminder. Networking is important making and maintaining ing relationships are important. Santo himself even got his current position through his connection with the CEO, not through LinkedIn or hiring sites.

I appreciated much of Santo's knowledge and what I learned from him speaking to the class. I really enjoy hearing about the career journey that all of our speakers have been on. He seems like a very knowledgeable man and I learned lots. However I don't think the positions he discussed are the areas I would jump into first. He focused on data an B2B marketing. I am more interested in Public Relations, Marketing, and the creative aspects.

Question's for Santo

What is the biggest obstacle you have had to overcome in your professional career?

What job do you think taught you the most?

Although I wasn't able to ask all questions my first was answered. Santo's response to What are some of the biggest obstacles/ challenges you have had to overcome in your personal career, was that early on, he did not understand the importance of sales. He never knew the importance of nurturing relationships with and in sales.