Success doesn’t just happen. It takes dedication, determination, and drive. But what is the psychology of drive? In our new series, we talk to successful businesspeople and entrepreneurs to discover what drives them to keep pushing, innovating and achieving.
In our latest episode of The Drive, we talk to Porsche NZ Marketing Manager Caitlin Ryan about the inspiration she gets from the special vehicles she experiences daily and the amazing customers she gets to meet along the way.
There’s no question that Caitlin is the perfect person to be in the driver’s seat when it comes to marketing Porsche in New Zealand. Her love for the brand is both obvious and heartfelt.
“I truly do feel proud to work for Porsche, it’s such an awesome brand that so many people feel passionate about. It doesn’t feel like work to me, it’s something I love doing.”
And Caitlin's enthusiasm for all things Porsche is infectious. So it’s hardly surprising that she believes storytelling is a crucial part of her role, regardless of whether that’s telling customers stories or trying to sell the dream to new people. And this commitment to creating compelling new narratives around the brand is helping her make a distinctive mark.
One of Caitlin’s most notable contributions is her work on ‘The Drive’ campaign, a content initiative aimed at connecting with Porsche’s growing female audience. This campaign was more than just a marketing strategy; it was an opportunity to speak authentically to women in a way the brand has never done before.
“We wanted to tell the story of customers who had inspiring journeys, and really understand what it was that drove them to be where they are today.”
The campaign featured four remarkable women, each with a unique and compelling journey to share. Caitlin reflects on their involvement with admiration.
“All four women we worked with on this campaign were passionate, exciting and driven around what they did. And although they had very different stories to tell, the one thing that really stood out to me was their burning desire to achieve, regardless of the obstacles that were in front of them.”
The Drive represented a rare opportunity to not just celebrate some incredibly successful women, but also discover more about what made them tick, and spurred them to continually do amazing things. The women featured - Bridal dress designer and Kenny & Harlow director Megan Kenny, Spaceworks CEO Lizzi Whaley and Decipher Group founders Sarcha Every and Leanne Crozier - are all trailblazing entrepreneurs with unique takes on the path to success, and how to overcome the obstacles along the way. And these stories had a profound effect on Caitlin.
“They were all driven individuals and hearing their stories inspired me. And I really hope that anyone who watched the video series was able to take a bit of inspiration from their stories too.”
Caitlin Ryan, Marketing Manager, Porsche NZ
The Drive represents something new for Porsche in the sense that this content is reflective of the attitudes and appetites of a changing audience. And that’s just one of many changes the automotive industry is experiencing right now.
On the eve of a new model launch, Caitlin is excited about the new directions Porsche is heading to meet these changing needs. She also notes that, while the brand is always evolving (and is already famous for its ability to constantly innovate), Porsche still finds ways to stay true to its roots too.
“Seeing where the brand has come from to where it is today… it’s so awesome to release a new product like the all-electric Macan that really does set the standard for Porsche and what’s to come,” she says. “It’s the timeless design of Macan that we all know and love, and it’s been combined with new aerodynamic technology that gives it that performance and range that will take it to the next level.”
So Caitlin’s thrilled to be launching the new Macan at the end of the year - another thing she can’t wait to tell potential new customers about. But more generally, as evidenced by ‘The Drive’ series, her dedication to storytelling and passion for the brand have turned her into a driving force helping shape the narrative of one of the world’s most iconic marques in exciting new ways.
Sarcha Every and Leanne Crozier are the founders of Christchurch’s Decipher Group, an executive recruitment agency that is now 16 years old and counting. Their highly successful firm is truly going from strength to strength when it comes to making other businesses more successful too. The dynamic duo prove that, in business, practically no obstacle is insurmountable when you work together.
Meet Megan Kenny, an incredible designer and inspiring businesswoman with an attitude tailor-made for success. Over the years Megan’s determination has helped her establish not one but two hugely successful New Zealand brands. Meg’s entrepreneurial achievements were born out of overcoming challenges, that helped give her a relentless passion to make the most of her skills.
Meet Ryan Wood, an amazingly talented 18-year-old with an incredibly promising future. From karting to dreams of winning the Bathurst 1000, witness Ryan Wood’s inspiring journey. The young race car driver channels his determination and passion into overcoming obstacles. Learn more about how he’s leaving his mark on the racing world at just 18 years old.