‘I’ve made a real impact in a lot of places, and I’ve had a lot of fun along the way’

Ben Cridland is the marketing manager for Professional Apprenticeships, a Bristol based apprenticeship provider. He started at the company as an apprentice, and worked his way up the ladder to become a core part of the PA team.

Can you describe the career journey that has led you to where you are today?

“My journey aligns closely, and some would say nicely with my current role as Marketing Manager for Professional Apprenticeships Ltd.

It started like so many young people, when I left school I was certain I needed to go to university. I wasn’t sure exactly what I wanted to do but I knew I wanted to get into something creative, so I started a degree in photography. Halfway through this, however, I discovered apprenticeships, specifically apprenticeships in creative subjects, I’d previously thought that apprenticeships only existed for the trades!

I applied straight away and soon started an apprenticeship working at a small publishing house, studying graphic design which I loved. I finished my apprenticeship and then it wasn’t long before I was studying another, a Digital Marketing Apprenticeship with Professional Apprenticeships.

These apprenticeships gave me the skills I needed to succeed. I went on to work in the finance sector and hosted events in London, managed large marketing budgets, and had a lot of fun helping various brands pull their marketing strategy together. Now a few years down the line, I’m back at Professional Apprenticeships as their Marketing Manager, completing the circle!”

Tell us about one (or more) of the people who inspired you along the way.

“I’ve had many inspirations throughout my professional Career. The great thing about learning through apprenticeships is learning from mentors every single day. To work alongside them and learn from them can be extremely inspiring.

Away from the office, my two biggest inspirations are Stephen Hawking and JRR Tolkien, Stephen Hawking was a brilliant mind but also someone who had the determination to not be held back by anything, and to press on to achieve something truly amazing. I think we can all take something from that, using the time we have to make an impact.

JRR Tolkien inspires me just because of his incredible creativity, he crafted my favourite fantasy world!”

Are there any memorable challenges you have faced along the way?

“I’ve definitely struggled with imposter syndrome at times during my career. Those thoughts that somehow you’ve just fallen into the place you are now, and that you haven’t earned your position.

I think it’s something a lot of people have struggled with at times. But it definitely does get easier to deal with as you get older. When you are able to look back on what you’ve achieved it makes it easier to put those thoughts to bed.

I’ve been privileged to have some really great opportunities through the apprenticeships I’ve completed and then from the senior marketing roles I’ve been offered, however, I’ve learnt to give myself credit for the work I’ve done in these roles too. I’ve made a real impact in a lot of places, and I’ve had a lot of fun along the way.”

What is the most important thing for you to focus on in business?

“My biggest focus in business is culture, whether it’s a culture of learning, a culture of teamwork, whatever it may be a good culture is always vital. After all it’s always the people that make a business, therefore investing in those people can only serve to drive positive change. I try to make sure I help contribute to the positive culture within Professional Apprenticeships.”

If you had one piece of advice to offer people aspiring to your role, what would it be?

“If you are looking to become a Marketing Manager, my advice would be to get as much experience as you can. Whether that’s coming up campaigns for that friend with a t-shirt business, or for your favorite high street brand. Marketing is about good ideas and the confidence and ability to put them into action, and hey, you can’t go wrong with a marketing apprenticeship!

Even graduates who have studied a creative subject can undertake a Digital Marketing Apprenticeship and companies can use government funding to train their staff in the subject.”

If you could change one thing about your sector, or Bristol as a whole, what would it be?

“We need a tube! Jokes aside, I love Bristol so much but I’d love to see more businesses providing opportunities for young people, there are so many amazing young people coming through every year, but it is getting harder and harder to make your start these days, and I’d love to see that growth.”

What are your aspirations for the future (personally and for Bristol)?

“Bristol is an up-and-coming digital and tech hub, which I’m absolutely here for! My biggest aspiration would be for this to really kick on, how cool would it be to see Bristol become the UK’s Singapore?

I’d love to see more brands, more agencies, more start-ups and tech companies popping up in Bristol, making it the place to be for creatives!”

Main photo: Professional Apprenticeships

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