Launching the UK’s largest mentoring initiative (we hope): Mentoring Gen Z 


By Jessica Houston – School of Marketing Ambassador

In 2018, Marketing Week conducted a study of over 10,000 young people and found that only 3% considered a marketing career when thinking about their future.

The marketing industry had a marketing problem on its hands, and the School of Marketing was born. Working with corporates, not for profit organisations, colleges and schools, we exist to upskill the next generation of extraordinary marketers. 

But the challenge doesn't stop there. Over the last 12 months, young people have been hard hit by the global pandemic's disruption to the jobs market. HMRC reported that young people under the age of 25 were more likely to be furloughed and lose their jobs, with the youth unemployment rate rising to 13.1%, compared with 4.1% for the whole of the UK. 

At this time of uncertainty, the marketing industry needs to come together and act or risk losing out on a pool of talented individuals who can't find the opportunities to pursue their ambitions. We believe a crucial part of the solution is to provide the next generation with access to world-class mentorship and learning. We want to champion and empower the young people impacted by the global pandemic, which is why we are launching the Mentoring Gen Z Programme. We've set the bar high. Our ambition is to become the UK's largest mentoring initiative, and we have rallied the creme de la creme of marketing experts and brands to join us on our quest. 


Mentoring Gen Z Programme 

Our programme will give young people aged 16 - 28 free access to virtual mentoring sessions with some of Britain's top marketing leaders. This opportunity will allow them to create connections, build confidence, and understand their options for breaking into the industry, which we know is particularly challenging at this time. 

The mentors will provide advice, guidance and support to the mentees, and it could even be a chance to open doors. We have such a great line up of experts involved, including: 

  • Mark Evans - Managing Director of Marketing & Digital at Direct Line Group

  • Craig Fenton - Director of Strategy & Operations at Google, UKI & Southern Europe

  • Victoria Fox - CEO at AAR 

  • Pete Markey - CMO at Boots 

  • Dominic McGregor - Founder of Social Chain 

  • Margaret Jobling - CMO at NatWest Group

  • Dave Stratton - Brand and Performance Marketing Director at BT

You can explore the full list of mentors on our mentoring page


How the programme works 

We're encouraging people to register in the first instance to get notified about upcoming opportunities. We will be hosting virtual group mentoring sessions every two weeks so that as many people as possible can take advantage of this brilliant opportunity. It's as simple as that. We’ve already kicked off mentoring session one with the brilliant Mark Evans, and from feedback, we know this programme is already starting to make a difference to young people all over the UK.

“Huge thank you to Jordan Harry for your hard work in giving us a platform to develop our passion for marketing and to Mark Evans from Direct Line Group for all of your invaluable advice in last weeks session.” - Lucy Price, Marketing Manager at Aviya.

So, if you are aged 16 to 28 years old, register to get notified about upcoming opportunities on the Mentoring Gen Z programme; you won't regret it! If you are interested in becoming a mentor, you can find more information at

A special thanks to our partners Marketing Week and The Marketing Society, and of course, our fabulous mentors for volunteering their time and expertise. We appreciate you all.