Name: Nicola Ech-Channa
Job title: Marketing and communications director
How long in role: eight years at Synergy Car Leasing, six years in director role
What’s your role? Responsible for all marketing
FOLLOWING a modern languages degree at Durham University, Nicola’s first part of her career was spent working with large fast-moving consumer good (FMCG) brands. After 13 years managing marketing communications at an international food manufacturer, Nicola decided she wanted a change of direction and a role that was more entrepreneurial.
In 2015, Synergy Car Leasing was looking for a marketing manager, the first ever marketing post for the business, and exactly the kind of hands-on role that Nicola had been seeking. Quite the contrast from working with global FMCG companies, and it turned out to be a great match. Eight successful years later, Nicola explains the draw of working for an SME:
‘Helping to develop a growing company is what I enjoy the most and in a smaller business you can make a real impact quickly. It gives you so much opportunity to get involved in different areas – it’s great for increasing your knowledge and development. There is also the ability to take on additional responsibilities faster than in a larger organisation.’
During her time at Synergy, Nicola’s responsibilities have certainly increased – she has built her team, adding three full time marketers, and was appointed to the board of directors in 2017. Nicola describes the culture at Synergy as highly supportive and cites founder & CEO, Paul Parkinson, as ‘a great mentor and leader’. In addition to her marketing responsibilities, Nicola has shared HR accountability with her co-directors and is also consumer duty champion for the business. Describing the role, Nicola says:
My job is so varied - a typical day might include our sales and marketing meeting, working with our agencies, leading consumer duty plans as well as management meetings. And in an organisation of this size, you need to do a great job every single day.
Synergy is described by Nicola as ‘a great team of people that just work together well’. As for women in the business, whilst the focus is ‘very much the right person for the right role’, there is clearly good female representation. On the Synergy board, three out of five members are women and 38% of the total workforce are female. Nicola also highlights that some of the highest performing salespeople in the business are women.
On broking in general, Nicola says it is a great sector to work in and remarks on how impressed she’s been by the ‘high standards and professionalism’ – although she says it is not always an easy business to be in:
‘It’s both an interesting and challenging time to be in broking. There is always something new going on and clearly the electric vehicle transition is a genuinely transformative phase for the industry.
‘I have to say that this sector is incredibly resilient – it has felt like we’ve been on a boat being rocked by different storms – we’ve had covid, Brexit, supply chain issues, cost of living and WLTP. But I love the fact that there is always something new going on – it’s exciting and it certainly keeps you motivated.’
And a final word of advice from Nicola for anyone looking to get into broking:
Be open minded. Look at the company and do your research – understand what they stand for and check that aligns with your values. Be prepared to roll your sleeves up – especially if it takes you out of your comfort zone.
About Synergy Car Leasing
Set up in 2006, Synergy Car Leasing provides personal and business vehicle leasing. Based in Harrogate, the business operates nationally, and supplies all makes and models of new cars and light commercial vehicles. Synergy’s mission is to deliver a great customer leasing experience by providing excellent service, industry knowledge and advice, quality communication and value for money.
Synergy was recently awarded Best Customer Service broker at the Broker News Awards 2023.
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Laura is a writer and Head of Marketing for Broker News, with extensive automotive experience from senior marketing roles with RBS/Nat West, Lombard Vehicle Management and Unipart. She is also a self-confessed petrol-head.
