Julie Atherton | Founder | Small Wonder
As the author of one of the leading how-to guides on Social Media Strategy, Julie Atherton has become synonymous with the delivery of strategic solutions that cut through the cacophony that is today’s social media landscape. That’s why here At EliteX, we are proud to welcome Julie as part of our Marketing Maverick: Inspiring Leaders to Watch, 2024.
Having earned her bona fides during a 30 year career advising renowned global brands such as Glenmorangie, ITV, Deloitte Digital, Very Group and Mott Macdonald, Julie founded social media advisory and marketing consultancy Small Wonder in 2016 with a vision to help marketers harness the formidable power of social media.
But Small Wonder’s ability to punch above its weight on the international stage is down to the ability of its founder to connect the practical upskilling of frontline social media marketers with the high-level strategic advice she provides at c-suite level – a seemingly obvious commercial advantage but one which presents a real challenge for larger matrix organisations.
This is where Small Wonder’s dual role as a conjoined strategy and education hub provides a clear advantage. Both strands of this consultancy – academic and commercial – developed in lockstep throughout Julie’s career during which she has always taken an active role in passing her knowledge to the next cohort of marketers, holding seats on the CIM Advisory Council, the DMA Creative Committee, and as a teacher of marketing qualifications.
In addition to her consultancy work, Julie guest lectures on social media and brand strategy for MBA programs at the University of Exeter and the University of Bath. Her books, “Social Media Strategy – now in its second edition – and “B2B Social Selling Strategy,” published by Kogan Page, have been translated into multiple languages and are widely used by universities and professionals around the world.
“Embrace every opportunity with enthusiasm, as even setbacks can lead to new and exciting paths.”
On a more personal level, the establishment of Small Wonder has enabled Julie to work on projects that are close to her heart. Having created a consultancy that has its feet planted equally in academia and industry means that she is able to build partnerships in both areas, each informing the other to ensure ongoing commercial relevance for her academic endeavours and up-to-the-minute research and academic learning for her business clients.
Autonomy in her day to day work has also meant she is able to focus on clients that deliver social value, such as charities, and help them to differentiate their cause in an increasingly crowded marketplace. One such client is St John Ambulance with whom Julie recently worked to help position their vital Mental Health First Aid offering. Highlighting this life-saving training within work spaces has been a deeply satisfying project at a time when this crucial issue has been very much front of mind for all sectors of society.
All of this professional and academic achievement has taken place in tandem with Julie’s role as the mother of two sons, a task shared equally with her husband and achieved following some deft negotiations with former employers around flexible working when it mattered most.
“Balancing career and family is challenging, but with support and determination, both can thrive.”
Now established on a global stage, Julie would advise future social media strategists to ensure they embrace the study of human behaviour and from there place empathy, intuition, and bravery at the core of what they do. While technical skills and knowledge are constantly evolving, she maintains, emotional intelligence, the ability to assess complex situations, and confident decision-making with contingency planning remain crucial.
“Embrace your role with enthusiasm, say yes to every opportunity, ask questions, listen carefully, and enjoy every moment. Even the disappointments can lead to interesting new steps in your journey,” she said.
Looking ahead, Julie predicts that technology – particularly AI, and social media – will continue to tighten their hold on marketers’ professional lives. These factors will continue to influence every aspect of social interaction and consumer behaviour. Social media will become an even more fundamental component in all forms of communication, continually changing and evoking ever more scrutiny and concern around data usage and privacy. These platforms will eventually evolve into immersive virtual experiences, which will transform brand interactions and make social media the most important marketing tool in the future.
Julie Atherton’s journey in marketing is a testament to her strategic vision, dedication, and ability to navigate and shape the ever-changing landscape of the industry. Her insights and experiences continue to inspire and guide future generations of marketers.
“True collaboration and a shared vision can transform ambition into achievement.”
