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The National Trust's Clare Mullin on why she is quitting Britain for India

Clare Mullin, director of brand and marketing at the National Trust, is stepping down from her job to start a new life in India and argues "that is what life is made of, big adventures".

Clare Mullin, who is leaving for a new life in India

Clare Mullin, who is leaving for a new life in India

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Mullin says her decision has been swayed by the opportunities there and believes women’s rights in the country are an area she can help change with her experience.

She said: "In the UK I’m extremely involved with the lack of connection people have with the real world and I’ve been particularly interested in children and the disconnection from outdoors and nature.  Those are not the big issues of the day in India.

"But I think the role women play in India is a very big issue over there. I have been interested in women and leadership and how to contribute to business and industry, but in India it is slightly more fundamental than that."

Mullin agrees that misogyny in India is an issue that also affects the country’s marketing.

The National Trust’s marketing boss believes social media, films and documentaries can change "perceptions and culture" in India.

She added: "I’ve done a lot in terms of how you develop and build brands and the role of cultural leadership in that.

India is becoming very self sufficient. I’m not arrogant enough to think they are backwards, they don’t know what they are doing and I can come and help them.

"I hope I can add some value to the developing global brands coming out of India – if you look now at the top global brands there are really not very many there from India. I think in the top 50 there are currently none but in ten or twenty years’ time there will be many of them, so how can I help that?"

Along with a belief that Indian brands will begin to have a greater role to play on the world stage, Mullin also thinks Indian practices "will overtake a lot of ways of operating".

"India is becoming very self sufficient. I’m not arrogant enough to think they are backwards, they don’t know what they are doing and I can come and help them.

"There is a lot of self grown talent in India, they don’t really need a whole load of people coming from Western markets telling them what to do. I think India will overtake a lot of ways of operating."

The National Trust is on the lookout for a direct replacement for Mullin, who will leave her role at the end of July before moving to India with her husband in August.

The organisation is seeking to hire a dynamic modern marketer who "knows how to push change through" for the £130,000 a year role, a position that has a place on the exec team with the non-exec directors.

Mullin’s director of brand and marketing position oversees a team of 250 people, ranging from the warehouse team that provides the shops with products to the retail buying team.

The more traditional marketing function is made up of 70 people who work on producing content for the magazines, website, books and campaigns.

Mullin’s added: "It is not necessarily about our heritage properties, it is about all of our coastline, countryside and gardens. That is really where we can bring new audiences in."

This article was first published on marketingmagazine.co.uk

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