It takes much more than a construction team to build new Cala communities.
Our regional teams comprise of specialists in land and planning, commercial, sales and marketing, to name but a few of the departments that help bring our homes to life.
Our Marketing Manager for the North of Scotland region, Emma Gelati, reflects on her role within the wider team and why she embarked on a career in the property sector.
What does your job entail?
I work closely with senior leadership teams to devise, instigate and manage clear business marketing strategies, working with and across a range of marketing collateral and platforms.
I liaise with lots of different internal stakeholders while instructing and managing multiple external third parties, such as PR and advertising agencies, in order to drive value, awareness and key aims of the business.
There is a great deal of variety within my job, from strategic marketing planning for future sites, to creating development sales areas (including sales office design, showhome installs, signage plans, landscape design), monitoring KPIs, managing sales and marketing budgets, managing the regional marketing strategy and activity, organising business events, representing Cala externally, and managing third party agencies. The variety is what makes the job so engaging.
In my time at Cala, I have seen the business grow significantly which, as a result has seen the sales and marketing team grow. I now have a team of three, and am involved in their development, which I take great pride in.
Out with my marketing role, I am also a First Aider and Mental Health First Aider. My MHFA role is something I really value – it’s very important to me that my employer is engaged in issues like mental health and wellbeing, and it’s something Cala puts a huge focus on. Read more about our charity partnership with Samaritans and our focus on mental health.
Did you always want to pursue a career in marketing? What attracted you to it and how did you get into it?
Leaving school after my final year at 17, I didn’t know what I wanted to do. I played the piano and assumed that was my calling in life! I started a HND in music but quickly realised that it wasn’t for me.
My flat mate at the time, and now very close friend, was studying Advertising and PR at college, and it sounded great – varied, exciting and challenging, and suited to my personality and skills as a keen collaborator and storyteller, so I quickly transferred my course. So, if it wasn’t for my friend Nicola, I might never have entertained a career in marketing.
I studied an HND in Advertising and Public Relations during which I gained a summer placement as a Marketing Assistant in the whisky industry. I completed a BA Hons in Communication with Public Relations before starting my first marketing role at a motor group as Marketing Assistant.
For my next move, I wanted to remain in Aberdeen and find a company that I would be proud to work for, as well as being passionate about the product I would be promoting. Cala ticked both of those boxes – they have a strong history in Aberdeen, are known for excellent quality and customer service, and seemed like a great employer with lots of opportunity and pathways for progression. When the chance came up to join Cala as Marketing Coordinator, it was a perfect fit. I’ve now been in marketing for over 10 years, almost all of which has been with Cala.
What has your career path at Cala been like so far?
After initially joining as Marketing Coordinator I was promoted to Marketing Manager and the role has grown as the North business has. Committed to my own professional development, progressing my career at Cala from coordinator to manager was the result of pure dedication, passion for the job, a willingness to learn and a really supportive environment that encouraged me to push myself.
My journey has been further enhanced through the opportunity to participate in a one-year Leadership Development Programme at Cala, as well as taking advantage of our mentoring programme within the business, which has helped guide me. There’s a fantastic structure in place to promote development within the business, both through formal training and informal support.
What key skills would you say are needed for your role?
As a manager, leadership skills are very important, as are excellent planning and organisational capabilities. Great communication skills and creativity are key – having an eye for detail, a creative spark and the ability to innovate.
What’s it like working for Cala and what’s the best part?
I really enjoy my job – I love the variety, pace and challenge of it but ultimately, it’s the people who make it. I am extremely grateful and loyal to the people I work with and appreciate their continued support to grow. The culture here at Cala really facilitates this, but we don’t just have this forward-thinking approach when it comes to our team – it radiates outwards too. From our sustainability commitments to our ongoing support of Samaritans and doing what we can to enhance the communities we build in, doing the right thing is important here.
Cala is passionate about its people, giving employees the opportunities to grow and develop professionally, and fostering a strong Early Talent programme to encourage more people into our sector, showing them what a varied and dynamic industry housebuilding is. Our rewards and benefits are excellent, and there’s a real emphasis on wellbeing and balance.
The company activity seeks feedback and suggestions on how things could be done differently and encourages change for the better, especially when it comes to diversity and inclusion.
All of the above, coupled with the satisfaction of the job, I’ve stayed with Cala for a huge part of my career so far.
To find out more about life at Cala, please visit our Careers page.
Interested in a career in construction? View our current vacancies.
