Ali Goldsmith

Enigma
DISC Type : idc

Director of Brand Marketing at Checkatrade

United Kingdom

Overview

Ali Goldsmith is the Director of Brand Marketing at Checkatrade, with previous senior brand management roles at Auto Trader UK and EE. Educated at the University of Nottingham, she specializes in revitalizing brands, having launched major ad campaigns and brand glow-ups.

She recently spearheaded a successful campaign offering London homeowners a one-day room transformation with a celebrity and a Checkatrade tradesperson.

Personality Overview

Persuasive & Assertive

Hard To Convince

Friendly Yet Blunt

They are likely to ask many questions and look heavily for supporting proof as well as information.  They are generally strong communicators and are not easy to convince. They can sound friendly and charming but can quickly change gears to become inquisitive and probing

Topics They Care About

Brand Revitalization
In her first year at Checkatrade, she launched a new ad campaign, gave the brand a complete "glow-up, " and led a refresh of all marketing collateral.
Social Media Growth
Actively expanding the social media team at Checkatrade by hiring for key roles like Production Manager and Social Media Executive to create standout content.
Content Creation
Oversees the creation of hundreds of pieces of content and actively promotes opportunities for content creators to join her growing team at Checkatrade.

Media Appearances

Ali has no verified media appearances

Work History

10-2025
Director of Brand Marketing at Checkatrade
10-2024 - 10-2025
Head of Brand Marketing at Checkatrade
1-2024 - 10-2024
Head of Brand Marketing at Auto Trader UK
1-2022 - 12-2023
Senior Brand Manager at Auto Trader UK
12-2020 - 12-2021
Senior Brand Marketing Manager at EE

Education

2014 - 2015
CIM Diploma from CIM | The Chartered Institute of Marketing
2009 - 2012
Geography with Business from University of Nottingham

More Information

Social Presence :

Prographics :

Exp : 9 Location : United Kingdom Job Level : Mid-senior Designation : Director of Brand Marketing at Checkatrade
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Insights For Selling To Ali

During A Call Or A Meeting

DO's

  • Use a combination of data as well as stories for your pitch, a ppt might not be necessary
  • Build rapport slwly without rushing, it will come handy to handle hard questions later
  • Use phrases like ‘clear evidence’, ‘data-based results’ etc.

DONT's

  • Avoid making offhand commitments, understand the root of their concerns first
  • Don’t brush off any concerns, take all questions seriously. They are easily deterred
  • Don’t be too objective but make sure to pad your storytelling with data points

When Cold Calling

When Writing An Email

While Negotiating & Closing

    The secret to closing fast with Ali is

  • Proven value, strong objective evidence are important for them, rapport can impact decisions a little.
  • Will you ever get a clear answer from Ali

  • They are practical and friendly, but can give a clear response with a little prodding

Insights For Deal Planning

    How fast (or slow) will Ali move?

  • They like to be detailed, so unless they develop strong conviction, they can take their time to arrive at decisions
  • Can Ali take some risk or not?

  • They evaluate their decisions systematically and do not take risks that often, unless you can get them to develop strong conviction

You And Ali

Personality Compatibility


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