Meet the expert: Carmen Redfern, Senior Account Executive

Carmen explains what drew her to Resonates, what she thinks the future of work looks like and why she enjoys a view from the top.

How has your PR and marketing journey grown?

My journey in PR and marketing is a relatively new one. I finished my degree in History and Sociology during the pandemic. Coming out of university, I knew I enjoyed communicating, creativity and writing, and I was keen to work with companies or organisations with an environmental purpose. Resonates offers this combination.

I’ve been with the agency for just over a year now and I’ve got to work with most of our clients and contribute to a range of PR and marketing activities. Day-to-day, I manage social media accounts, deliver content, and assist with account management.

What do you find most rewarding about your job?

It’s hands on and varied. There’s plenty to do and for someone early on in their career, plenty to learn. I work with a brilliant team of hardworking, experienced people with tons of expertise, who are always willing to offer a helping hand.

Plus, it’s great gaining first-hand insight into some really interesting businesses, who are delivering innovative technology in renewables and sustainability.

What’s your favourite brand and why?

Yorkshire tea…it keeps me going throughout the day.

What content are you enjoying consuming right now?

One of my favourite podcasts to put on in the background or while on the move is Off Menu. In each episode, a special guest shares their dream menu and the stories behind it. It’s a fun, easy listen, packed with good food recommendations.

The future workplace is evolving – what do you think businesses need to focus on in the next few months?

In a world that’s increasingly remote and digital, I think a challenge for businesses is balancing digital transformation with maintaining a human element.

Automation and technology are essential for enabling businesses to streamline processes and better efficiency, but it’s important to not lose the human touch. We’re all familiar with the frustration of getting stuck and not being able to talk to a real life human. I know for many of our clients, upholding human interactions and ongoing support for their customers is a key priority.

Likewise, technology has brought flexibility with remote working, but businesses need to be careful not to miss out on the social and human side of work. At Resonates, we schedule weekly team catch ups specifically to not discuss work, which gives us the chance to get to know each other beyond professional interactions.

What are the major challenges to tackling Net Zero and how do you overcome them?

There are so many challenges, and it can be overwhelming. But I think a key one is transitioning to a clean, flexible, and secure electricity grid. Renewable-powered electricity will facilitate the decarbonisation of big emitters like heating and transportation, so replacing our reliance on fossil fuels with clean energy sources needs to be a priority.

What green products/services do you use/like/would recommend?

Shopping second-hand clothing where possible. Online platforms like Depop, Ebay and Vinted make it so much easier to switch up my wardrobe, without buying new. I also use clothing swap groups on Facebook, which is a great, affordable way to keep clothes in circulation, and away from landfill.

If you could choose to do anything for a day, what would it be?

Something outdoorsy, ideally in the mountains. Summer or winter, I think they have the best views. My dad’s family are from the Alps in France, and it’s always been one of my favourite places to visit.