In a surprising shift from conventional trends, Cumbria has emerged as a desirable location for Gen Z marketers seeking a balance between career progression and lifestyle benefits.
A recruitment specialist has highlighted a growing trend among marketers aiming for entry-level or middle management roles in 2024. Gen Z is increasingly valuing location, with Cumbria being preferred over traditional hubs like London. This shift follows the launch of a job search for an Assistant Brand Manager by a well-known Cumbrian family business, which is looking to enhance its marketing team.
The position, based in Penrith near the Lakeland hills, involves working with one of the UK’s leading brands in the free-from sweet bakery sector. This job role promises not only a career in a reputable company but also an attractive work-life balance, a flexible working environment, and a scenic commute. Applicants were drawn to this posting on LinkedIn, which saw a surge in interest shortly after its announcement.
Sophie O’Brian, Founder of Pollen Careers, notes that 10 to 15 years ago, junior marketers were more likely to establish themselves in the capital, enduring long hours and a high-pressure environment. However, the priorities of Gen Z have shifted towards maintaining mental health, enjoying a quality lifestyle, and finding a job that fits their personal lives. Consequently, roles in rural areas like Cumbria are becoming more appealing.
The job opening, posted last month, offers significant perks, including 33 days of annual leave, access to an Employee Assistance Programme, cycle to work schemes, and gym membership. The role offers flexibility with both home and office working options, making it highly attractive to young professionals who prioritise a healthier work environment.
O’Brien mentions that family businesses can offer a unique culture compared to large corporations. The competition for such roles remains intense, yet many potential candidates are unaware of these opportunities. She emphasizes that Gen Z values jobs that align with their lifestyle and offer a sustainable work pace, rather than accelerating up the corporate ladder as quickly as possible.
The Assistant Brand Manager role involves developing and implementing strategic brand plans. Candidates with a background in sales or marketing are preferred, although a degree in business or marketing is desirable but not mandatory. Notably, the role’s rural location does not deter young marketers; instead, it enhances its appeal.
Josh Boydell-Smith, the Head of Marketing who relocated from Manchester to Cumbria six years ago, speaks highly of the opportunity. He highlights the potential for the new hire to make a significant impact within a small, agile team. The role provides autonomy and the chance to work on innovative projects.
The brand ‘We Love Cake’ has shown remarkable growth, expanding its reach within the UK and internationally. Since its inception in 2012, the brand has prioritised quality, taste, and allergen integrity, with a significant rebranding in 2019 to reduce sugar content. This growth narrative demonstrates the dynamic and rewarding nature of working with this brand.
Cumbria’s emergence as a hub for Gen Z marketers exemplifies the changing priorities of today’s workforce. The allure of a balanced lifestyle, combined with the professional opportunities offered by smaller, more flexible companies, highlights a forward-thinking approach to career development.