Chanel Clark founded The Marketing Club after feeling isolated in her early marketing roles. Often the youngest, and only marketer in the room. What began as a simple Slack group has grown into a thriving community of over 12,000 marketers across Aotearoa and Australia. Built on generosity, connection, and real-world support, TMC is reshaping how marketers learn, share, and show up. We spoke to Chanel about her journey to founder, what's shifting in the industry, and why the best marketing is human at heart
Kia ora Chanel! We first met when we shared a building, and you were the Marketing Manager at Ārepa. Now you run a business with over 12,000 members! Tell us about the journey to founding The Marketing Club?
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I started The Marketing Club because I was a young marketer just starting my career with no idea what a career in marketing actually looked like. In all my first marketing roles, I was either the sole marketing team member or a marketer in a small team that lacked significant marketing experience at a management level. I was craving connection, feedback, and just a sense of belonging.
I had started going to industry events that were supposed to be the place where marketers connected, but it was pale, male and stale - no one wanted to talk to the young, energetic marketer in the corner, and the topics that were addressed were so far from where I was in my career that it just wasn’t relevant. I remember driving home after one of those events and thinking,” If the thing I want doesn’t exist, I’ll just build it myself”, - and that was where TMC was born.
It started as a Slack community with 180 people joining in the first week, quickly grew to 1,000 marketers in six months, and we were running social networking events and educational events, sourcing topics based on what the community was craving to learn.
Fast forward to now, and The Marketing Club has become a thriving community of over 12,000 marketers across Australia and New Zealand. We run events, share resources, host conversations, and try to make marketing feel a little less lonely and a lot more fun. I never planned for it to become a “thing” - it just grew organically through shared energy, generosity, and a genuine love for the industry. It’s been one of the most unexpected and rewarding parts of my journey so far.
The club has grown steadily since launching. What’s surprised you the most?
Honestly? How big it has got. What I thought I was building for myself and my problems clearly hit a nerve with many other marketers in the industry, and that's why we've grown so big in under three years!
You talk a lot about generosity and practical value. How does that show up in the club?
The easier question would be, how doesn’t it?! Everyone in the community is so generous with their time - whether its chatting to up and coming marketers, passing on feedback from what they have done, making recommendations on jobs, tools or resources etc or even down to the speakers we get at our events - everyone has been so excited to get involved because they so believe in what we are doing, why we exist and our mission to connect the industry in a way that hasn’t been done before. I’d like to say the days of gate-keeping and industry elitism are dying!
What are some of your biggest challenges in building a new business?
Doing everything for the first time! It’s great to want to build something that has never existed before, but it’s also the reason that a lot of people probably don’t - it’s hard to go the path less travelled. But I always say that pressure is a privilege, and how exciting it is to be able to redefine what something becomes!
What are some of the biggest shifts you’re seeing in the marketing world right now? What’s changing, and what do you think marketers need to unlearn or rethink?
Community over campaigns – Brands are moving away from one-off activations and focusing on building communities where people feel like they belong.
Real over perfect – Lo-fi, behind-the-scenes, and unpolished content is outperforming glossy ads. Audiences want brands that feel human.
Customer-first, not channel-first – Instead of jumping on every new platform, smart marketers are leading with audience insights and showing up where it actually matters.
And perhaps most importantly, marketers need to unlearn the obsession with instant results. The brands that win are playing the long game—investing in connection, consistency, and brand-building over time.
You’re now based in Australia. What made you take the leap and take TMC across the ditch?
The community! Having got a lot of Aussie marketers follow me on LinkedIn during my time at Ārepa and wanting to see how we were launching a New Zealand product into the Australian market, they were seeing what TMC NZ was doing and wanted a piece of the action!
Are there any trends or technologies that you’re particularly excited - or sceptical about?
One trend I’m excited about is the rise of community-led growth. More brands are realising that marketing isn’t just about broadcasting anymore; it’s about building ecosystems where people feel seen, heard, and connected. Whether it’s through Slack groups, in-person events, or creator-led content, I think we’re entering an era where community will be a core part of the marketing strategy, not just a nice-to-have.
On the tech side, I’m excited by what AI can unlock for marketers - especially for small teams or solo consultants. From streamlining content creation to automating workflows, it can be a massive time-saver. But I’m also cautious about over-relying on it. The best marketing still comes from human insight, creativity, and cultural awareness — and that can’t be fully outsourced to a tool.
So I’d say I’m optimistic, but always thinking about the balance — using tech to support great marketing, not replace the essence of it.
How do you see the marketer's role evolving over the next few years?
The marketer’s role is evolving from executional doer to strategic orchestrator. It’s less about knowing every channel, and more about knowing how to bring the right people, tools, and ideas together to create impact. In the next few years I think marketers will need to be curators of community, understanding how to build relationships, not just campaigns. Marketers are also becoming creative generalists, blending strategy, storytelling, and data in a way that feels authentic. I alo, think we have to go back to human-first. Of course, AI and automation will enter the picture more and more, but empathy and insight needs to be at the centre.
Most of all, I think we’ll move away from “doing it all” and towards collaborative marketing—working across teams, creators, customers, and communities to co-create value.
What advice would you give to someone building something new in the professional space?
Start before you feel ready - because clarity comes through action, not overthinking.
When you’re building something new, especially in the professional space, it’s easy to get stuck waiting for the perfect plan, brand, or permission. But what matters most is momentum. Get something out into the world, test it, talk to people, and be willing to adapt.
Also: build with people, not just for them. The strongest communities, products, and businesses are co-created. Listen early, involve others, and stay close to your audience.
And finally, back yourself. You don’t need to be the biggest or loudest in the room. You just need to show up with value, consistency, and care. That’s what earns trust (and growth) over time. Being yourself is never overrated, and if you build something with authenticity and a community of people believing in what you are doing, you’ve already won!
What are some of your proudest moments, and what’s next for TMC?
Ooosh, this is an unfair question because I am proud of everything we have done! But top of the list - an event with Google, launching our new website with paid membership options and our mentorship program to move the community forward, hosting our first ever full-day marketers conference in October in Auckland (keep your eyes peeled!) and bringing Jon Evans (Uncensored CMO) across the ditch (announcing soon…) What’s next? More epic events, awesome partnerships, continuing to grow the community and just staying true to why we exist in the first place - to provide a safe space for marketers where they finally feel seen and heard. Oh, and bringing back the vibes!
