Strategizing for the future is a regular aspect of the role held by Deborah Collier, the president of Digital Skills Authority. With over three decades of experience, she utilizes her profound expertise to design actionable plans for both businesses and governmental entities.
Collier began her career in the early 1990s as a technical support engineer at the UK Ministry of Defense. She started at the help desk while pursuing her computer science degree in evening classes.
Transitioning from E-commerce to Marketing
Following a five-year career in IT with firms like J.P. Morgan, she launched her own digital marketing and e-commerce agency, completed her master’s degree in business information systems, and worked for a management consulting firm, heading various workstreams and advising marketing executives on the introduction of new online projects. However, her journey didn’t end there.
“My subsequent endeavor was to establish an e-business consulting and marketing company for a decade,” she states. During that period, Collier crafted business management and digital marketing courses that included certification elements.
“I subsequently invested these continually updated certifications into the newly formed awarding body, Digital Skills Authority, which is now expanding its content and training delivery through a specialized team of experts,” Collier reflects.
The Emergence of Digital Skills Authority
With the significant growth experienced by Digital Skills Authority comes the necessity to anticipate and maintain a competitive edge. As a digital technology entrepreneur and a visionary leader, Collier sees this as a fundamental skill.
“I must be perceptive about which concepts will fail and what we will require in the coming years,” she elaborates. This capability allowed her to formulate a content strategy and engagement curriculum, which she refers to as the “first public classroom training ever created and given to brands like Skype and Warner, becoming a critical part of our marketing and management certifications.”
“In 2009, I established the very first e-business management program,” Collier adds. “Being at the forefront of innovation is what attracts clients to us.”
Course Offerings from Digital Skills Authority
Deborah Collier: I developed Digital Skills Authority from its inception with minimal resources, crafting the business plan, marketing strategy, digital initiatives, growth models, and the Certificate in Online Business series. I’m spearheading our global expansion by appointing and overseeing regional leaders who will drive our future development, standards, and operations.
SUCCESS+: What does Digital Skills Authority provide? Who should consider these courses and why?
DC: Digital Skills Authority serves as the global awarding organization for advanced digital and digital business skills. Besides focusing on product development, quality, and measurable outcomes, we aim for multi-user subscription licenses through international partnerships and are pursuing government support or strategic alliances to deliver scalable e-learning subscriptions worldwide. This initiative enhances economies while fostering digital innovation and enterprise.
Via our e-learning platform, we present digital interactive media subscriptions, along with on-site consultancy programs and public courses facilitated by prospective licensed training providers. Corporations seeking to upskill teams or startups looking to establish a workforce frequently approach us. We have developed the blueprint. We understand what they need to advance—the necessary skills and actions to progress. It’s about strategically fostering skills and education, crafted by industry pioneers with years of experience.
Notable Clients of Digital Skills Authority
S+: Several distinguished companies have opted for Digital Skills Authority. Can you provide more insights about your clientele and share some success stories?
DC: Among our prominent clients are executives and teams from Procter & Gamble, Ernst & Young, Mars, Schneider Electric, L’Oréal, Delta Air Lines, and numerous international postal services, banks, insurance firms, government agencies, stock exchanges, telecoms companies, alongside startups and SMEs. We also cater to individuals aiming to enhance their careers, launch a business, or engage in job searches.
Many individuals have taken our courses and experienced promotions shortly afterward. One national postal service reported that our training empowered them to establish a professional online presence. Another client, a major retailer, informed us that their end-of-year statistics showed a sales increase of several million after applying merchandising techniques learned from us. We had staff from an airline who attended a consultancy course that reported back to their teams in real time to update their website’s navigability, driving sales upward.
Holistic Tech Marketing Strategies and AI Utilization
S+: What are the key elements of a comprehensive tech marketing strategy?
DC: Tech marketing revolves around data, necessitating tools that analyze and provide insights regarding audience engagement, advertising effectiveness, and competitive landscape, alongside automation. Artificial intelligence will persist in aiding businesses with their marketing efforts.
S+: As a forward-thinking leader at Digital Skills Authority, which skills do you believe will become increasingly essential for the future workforce?
DC: A blend of human capabilities, management acumen, and technology will be crucial. The selection, observation, and management of technological tools will be imperative, including emerging advancements like AI and spatial computing—merging reality with augmented elements to broaden our experiences.
Moreover, heightened emphasis on strategic development, leadership, and governance, coupled with a commitment to ethics—environmentally and socially responsible practices—will be necessary. Creativity and innovation will retain their significance, along with interpersonal skills like communication, collaboration, empathy, team management, and effective teamwork. While technology manages routine, repetitive tasks, we must be equipped to leverage these tools effectively.
Future Industry Trends
S+: Are there any specific trends within the industry that you anticipate?
DC: The direction of our culture will depend on our government’s current decisions. We may move toward a more enlightened, socially aware, and ethical framework or descend into a dystopian reality marked by poor governance, severe disparities in wealth and opportunity, and inadequate education.
Improving Digital Security for U.S. Businesses
S+: What advice would you offer for enhancing digital security within the United States?
DC: Cybersecurity is a passion of mine, particularly concerning corporate espionage and safeguarding personal and executive information. Hacking endangers businesses on a grand scale, potentially destabilizing economies. The conflicts of the future will increasingly center around information warfare and cyber threats rather than traditional measures.
Governments have been relatively sluggish in acknowledging that some content must undergo stricter regulation. Monitoring of robotic technologies is essential. Citizens need to be equipped to safeguard their data and devices. It will become vital for boards of directors to include members with a solid understanding of cybersecurity issues, which will grow in importance over time.
