Six Slices Interview: Cherry Tian, Head of Marketing, Workspace Group

What myth would you like to bust about marketing?

The biggest myth is that marketing is about convincing people to buy things they don't need. Many people have said this to me, assuming marketing is just flashy ads and promotions. In reality, great marketing does the exact opposite. It’s about truly understanding what a customer needs and shaping the entire product and experience around that insight. Marketing is the voice of the customer within a business.

Yes, in many companies, marketing is reduced to owning just one 'P' (promotion), without much influence on the product or pricing. Yet, they’re still held solely responsible for the ROI. That’s when marketing can feel like selling things people don't want. But when done right, marketing is the engine for creating genuine value and solving real problems, not just generating transactions.

Other than your own - which brand do you most admire and why?

Specsavers. 

Their marketing is a masterclass in the power of consistency. For over 20 years, they've built their entire brand around the iconic ‘Should've gone to Specsavers’ platform, a rare example of creative discipline in an industry obsessed with the next new thing. They don't just repeat the same ad either; they've mastered ‘fresh consistency’, subverting their own line to highlight specific services such as home visits or leaning into culture to stay relevant.

What I admire most is that they've built this platform not on fear (which would be easy in eye care), but on humour and self-deprecation. They've turned a potential vulnerability into a distinctive asset. Specsavers proves that enduring brand equity isn't about chasing shiny new tactics, but about the patience and courage to build a consistent, ownable world that is distinctive and memorable in people’s minds, backed by great products and customer experience.

In order to lead a great team, what one thing should any aspiring leader not ignore?

Clarity. It’s the foundation of everything: clarity on the vision, objectives, guardrails, ways of working, and performance feedback.

When a leader provides this clarity, they give their team the freedom to act. People feel empowered and motivated because they understand what success looks like and how their work contributes to the bigger picture. They don't waste time second-guessing priorities or navigating ambiguity. Instead, they can focus their energy on execution and creativity. Without clarity, even the most talented team will struggle. With it, you unlock their full potential, enabling them to deliver better outcomes with greater speed and confidence.

TV ad for Workspace Group – a sector first.

Where does your best thinking happen - and why?

Distraction is the enemy of deep thought, so my best thinking happens when I'm away from the daily noise. When I have the headspace to step back from the day-to-day, I can see the bigger picture more clearly and that's when fresh ideas surface.

That usually happens when I'm on the move. Whether it's on my commute, out on a walk, or during a swim, there's something about stepping away from the screen and letting my subconscious take over that allows the pieces to fall into place. It's the time when I'm not trying to force an answer, and the best connections naturally emerge. The physical motion also seems to unlock a different mental state - when my body is occupied, my mind can wander freely. It's where I do my best problem-solving, creative thinking, and untangling of complex issues.

In marketing, what have you changed your mind about?

I’ve changed my mind about what marketing effectiveness truly means, specifically the obsession with ROI. I used to see it as the ultimate answer, but I’ve realised it means very different things at different stages of growth.

Which marketing rule still holds, no matter what?

The rule that still holds is the power of a clear, distinctive brand positioning that aligns everything. You can’t be all things to all people. You need to know who you are, what you stand for, and who you're for, and then show up consistently across every touchpoint.

This consistency has never been more critical. With the rise of AI and tools that scan and analyse brand presence, any inconsistency will be called out even more easily. AI will notice if your tone, messaging or behaviours don't align. A strong, cohesive brand positioning is your anchor. It ensures that whether you’re being seen by a human or parsed by an algorithm, you are instantly recognisable and trustworthy.

For an early-stage company focused on survival and efficiency, maximising ROI is key. However, for many businesses, marketing effectiveness isn't just about proving we are efficient; it’s about proving we are the engine for growth. If growth is your goal, you need to open up the funnel and invest in brand building, which means accepting that your efficiency may drop in the short term. The real skill is making your business understand this trade-off. You must consider efficiency, but you shouldn’t blindly chase it at the expense of long-term brand health and customer acquisition.

Cherry Tian is an accomplished marketing leader with 18 years of experience driving brand transformation across FTSE 100 & FTSE 250 companies and high-growth scale-ups. As Head of Marketing at Workspace Group, she leads a team of 15 and has overhauled the marketing strategy - establishing the first insight-led brand platform, embedding full-funnel marketing, and launching the industry's first connected TV campaign. Prior to this, she worked with scale-ups including UNiDAYS and ClearScore on brand refreshes and go-to-market strategies, and led major reboots for NatWest, Coutts, eBay, and Ladbrokes, delivering significant business growth. With a proven track record in leading high-performing teams and delivering measurable commercial results, Cherry was named Marketing Week’s Future Marketing Leader and is also an alumni member of The Marketing Academy.