“I once got stuck in a vertical drop water slide. They had to close the entire attraction, as I was ‘extracted’ from the tube”.

Mariam Aslam-Digger, Group Head of Marketing. Rhino Group.

What does the role of Commercial Director entail?

I essentially hold responsibility for developing the marketing and communications strategy across the group, as well as establishing the promotion and positioning of the Rhino brand.

Leading the approach, I am accountable for creating and executing a multi-channel, multi-level, multi-location strategy, alongside our creative studio, digital and development teams.

What do you enjoy most about your role?

You know what they say, there’s no ‘I’ in marketi… oh wait!

Okay, so the letters might be deceiving, but in reality, marketing, is all about the people.

I spend a lot of time trying to ascertain the best way to engage and interact with our audience, but I also spend a lot of time collaborating internally.

From concept to creation, I work alongside some fantastic minds coming up with well thought out creative ideas for campaigns, recommendations for future digital strategies and creating opportunities to drive a high level of success.

Marketing allows you to make a difference to image, reputation, and sales – and provides tangible results, but it involves leading our team through that journey.

I can’t imagine a more fulfilling job if I’m honest.

What do you hope to achieve whilst at Rhino?

I believe part of my role is to help educate. Both internally and externally. I want to help lead and grow the brand, by determining and executing an ambitious marketing strategy, one that combines innovation whilst consistently improving who we are, and how we do business.

What does a typical day look like for you?

Varied is an understatement. From facilitating meetings with prospective clients, to strategy meetings, I tend to have my finger on the pulse in managing key projects from concept to completion.

Describe yourself in 3 words?


What has been your most significant achievement either personally or professionally?

I’ve recently been appointed as a ‘Justice of the Peace’ for the Greater Manchester Authority. Magistrates are essentially volunteers with a vital role in our judicial system, often hearing cases in criminal court, family court, or both.

With only 1% of appointed magistrates, under the age of 30, and a distinct lack of representation from black and ethnic minorities, specifically female, it felt like the right thing to focus my attention on. Magistrates are supposed to represent the communities in which they serve, and to do that, they must be representative in more ways than one.

Every day should be a school day. I’m genuinely looking forward to learning.

If you could master one skill, what would it be?

Music. I’d love to play a multitude of instruments. In fact, I really want a Piano.
The negotiations with my other half, are at a very sensitive stage.

I think I might have to let him go, to make some space for it.

Also, the ability to speak all the worlds languages. The ability to communicate on a personal level with people from all walks of life – yes please.

And finally… tell us a fun fact about yourself!

I once got stuck in a vertical drop slide, at a waterpark in Dubai. They had to close the entire attraction, as I was ‘extracted’ from the tube.

No. I’ve never lived it down, and no, I’ve never been on one since.


To read more about Marketing at Rhino, head over to https://rhinogroup.co.uk/digital/