Profiles in Persuasion: Victoria Pawsey
In our "Profiles in Persuasion" series, we had the pleasure of sitting down with Victoria Pawsey, Global Media Partnerships Director at Boston Consulting Group (BCG). With a career spanning continents and industries, Victoria has transformed the role of media partnerships from a siloed function to an integrated, strategic pillar at BCG. Known for her creativity and ability to connect people, Victoria shared her journey, insights into B2B media, and her vision for the future.
Host
Tom Gatten, CEO - Adzact
Guest
Victoria Pawsey, Media Partnerships Director at BCG
Early Life and Lessons in Negotiation
Victoria’s career drive traces back to her childhood in Rugby, where her father owned a catering business. At nine, she was tasked with folding and stamping statements—a seemingly mundane job that led to a pivotal lesson when her father paid her with a £10 Marks & Spencer voucher. He told her, “You didn’t negotiate your pay.” That moment sparked a lifelong determination to value her work and advocate for herself.
“I learned early that business could be fun and rewarding, but you need to get your facts right and stand up for your worth from the start.”
Her childhood instilled resilience and tenacity—qualities that propelled her through challenges in her career.
“Good content is good content. Whether created by a person or an AI, if it has meaning and makes a difference, it will stand out. My hope is to leave a legacy of work that is purposeful, creative, and pushes the boundaries of what B2B marketing can achieve.” Victoria Pawsey
Global Perspectives: From Tanzania to Hong Kong
Victoria’s international journey began with a gap year in Tanzania, working with an NGO on HIV awareness and women’s empowerment. Her experience of integrating with local cultures shaped her approach to leadership and collaboration.
“We lived and worked alongside Tanzanians, respecting their culture while tackling tough issues like water sanitation and reproductive health. That hands-on experience taught me the power of understanding and respect in any partnership.”
From there, she moved to Hong Kong, where she honed her media sales expertise at Euromoney. Despite the initial challenges of a high-pressure, sink-or-swim environment, Victoria developed an appreciation for niche B2B markets and the power of deep audience insights.
Media Evolution: Creativity, Connection, and Data
Victoria has witnessed profound changes in the role of media in B2B marketing. Once a “badge” of brand presence, media partnerships now drive complex, multi-channel strategies aimed at both brand and performance metrics.
“Media has become more sophisticated, allowing for incredible creativity. From gamified experiences with The New York Times to data-rich video content, the possibilities for meaningful engagement are endless.”
At BCG, Victoria champions partnerships that amplify their work on high-demand topics like AI. For instance, a recent video series drew remarkable engagement, including views from C-suite executives—a testament to the value of combining great content with precise targeting.
“Media has become more sophisticated, allowing for incredible creativity. From gamified experiences with The New York Times to data-rich video content, the possibilities for meaningful engagement are endless”
The Power of Relationships and Storytelling
Victoria’s success stems from her ability to build trust and foster connections.
“Great partnerships require time and planning. When everyone involved believes in the vision, the results can be transformative.”
Her work often involves elevating client success stories, not just for brand visibility but to deepen the client relationship. This approach aligns with her philosophy that B2B marketing should balance logic with emotion:
“It’s about showing passion and connecting with people authentically. Even in B2B, it doesn’t have to be purely logical. Creativity and emotion drive connection.”
Lessons for the Next Generation
As AI reshapes the media landscape, Victoria foresees a growing need for human discernment and creativity.
“AI can generate countless ideas, but it’s human intuition that will identify the ones that resonate. It’s like being a curator—you need context and taste to tell a compelling story.”
Her advice to aspiring marketers? Immerse yourself in art, literature, and culture to develop judgment and creativity.
“Understand what makes something magical. Whether it’s a Rolling Stones album or an AI-driven marketing campaign, the principles of connection and emotion remain universal.”
Looking Ahead
Victoria remains optimistic about the future of B2B media, even as challenges like AI and shifting audience behaviours disrupt the industry.
“Good content is good content. Whether created by a person or an AI, if it has meaning and makes a difference, it will stand out. My hope is to leave a legacy of work that is purposeful, creative, and pushes the boundaries of what B2B marketing can achieve.”
In an industry where change is constant, Victoria Pawsey’s career exemplifies the importance of adaptability, creativity, and the enduring power of connection.
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