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In a world of rapid technological advancement, identifying true leaders in the industry is crucial. Our Certified MVP series shines a spotlight on exceptional individuals. Prepare to be inspired, challenged, and maybe even a little in awe of the quiet heroes who keep our digital world working and secure. 

Reading Time: 5 minutes

Points of Discussion:

In this month’s feature, we speak with Certified MVP Brooke Costen, Digital Lead at JCL Group. Brooke has always been a digital girl; having started off her journey into IT though unconventional routes, she has been able to unite her digital marketing expertise with her passion in tech to become the Digital Lead she is today. Learn how she has overcome challenges, built high-performing teams, and dig deeper into her journey as a leader in the ever-evolving world of IT.

Meet Brooke:

Hi, I’m Brooke, a Digital Lead by day and a movie enthusiast by night. When I’m not in the office working on IT projects or crafting digital marketing strategies, you’ll find me at the cinema, binge-watching a new series, enjoying a relaxing evening swim, or planning my next adventure. I love travelling and immersing myself in new cultures, always seeking fresh experiences to inspire both my work and personal life.


About JCL Healthcare Group:

JCL Group is a progressive and inclusive company dedicated to providing comprehensive, community-focused healthcare through its JCL Pharmacy brand. Each pharmacy offers a tailored range of services and products to meet the specific needs of its local community. 

The Journey to Digital Leadership

Q: Can you tell us about a moment or experience that sparked your fascination for technology and set you on the path to becoming an IT leader? 

BC: I’ve always had a fascination with technology! As a child, I loved tinkering with any computer I could get my hands on. I remember spending hours defragging and fixing up machines, both mine and my relatives from a young age. I also enjoyed troubleshooting problems for my friends, like when their sound wasn’t working for example, I’d give it a go and see if I could fix whatever was broken. It was about more than just fixing things for me though; I loved and enjoyed the exploring and learning along the way. 

My passion for technology was always present, but my formal education in Digital Marketing provided a solid foundation in consumer insights and analytics. While I initially focused on the marketing side of things, I quickly realised that the IT aspects of my role were equally fascinating – it was like discovering a hidden gem within my own career. 

When I joined JCL Group, I was initially drawn to the Digital Lead position because of my marketing background. However, as I dove deeper into the role, I found myself drawn to the IT challenges and opportunities. To further enhance my skills, I pursued Microsoft certifications and actively sought out opportunities to learn from my colleagues and get involved in new system implementations. It was a hands-on approach that allowed me to grow both personally and professionally. 

“The key to success in IT is a genuine passion for what you do. It’s what fuels your drive to learn, innovate, and make a difference.” 

Through a combination of formal education, on-the-job experience, and a passion for learning, I’ve been able to carve out a unique career path that blends digital marketing and IT into one. Each day brings new challenges and opportunities, and I’m always ready for the next big thing. 

Q: What does the week of a Digital Lead at JCL Group look like? What does your team look like?  

BC: No two days are the same in my role as Digital Lead, which I love. My responsibilities vary widely, from supporting the opening of new pharmacies to automating our business processes and managing digital marketing initiatives. 

The specific tasks I tackle each day depend on the needs of our growing company. With 16 pharmacies now, compared to just four when I started, I’m often involved in troubleshooting IT issues at our branch locations. I also focus on implementing new IT systems and finding innovative ways to improve our digital marketing efforts. 

While I am the primary IT lead, I collaborate closely with a team of colleagues who are also tech-savvy. We work together to delegate tasks and provide support to our branch staff. Cyber security is a major concern for us at the moment, given the rapid growth of our company. To address this, I regularly communicate with our branch staff to raise awareness about phishing emails and other cybersecurity threats. We also conduct regular tests to ensure our employees are vigilant in identifying and avoiding potential security risks.  

Navigating Challenges

Q: What are the most common challenges you’ve encountered in your IT career, and how have you learnt to tackle and overcome them in the most effective ways?  

BC: One of the biggest challenges I’ve faced in my IT career has been finding the perfect balance between technical expertise and effective people management. As an IT professional, it’s easy to get caught up in the technical intricacies of our work. However, I’ve realised that the most successful IT leaders are those who not only understand the technology but also connect with their team members on a personal level. 

“A successful IT leader is not just technically proficient; they’re also a strong communicator and team builder.” 

To strike this balance, I’ve focused on developing strong communication skills and building relationships with my team. I’ve learned that by taking the time to understand their needs and concerns, I can create a more supportive and productive work environment. Additionally, I’ve made a conscious effort to delegate tasks whenever possible, empowering my team members to take ownership of their work and develop their skills too. I’ve discovered that a successful IT department isn’t just about technology; it’s about people. By cultivating a positive and collaborative team culture, while also ensuring we have the technical expertise to deliver results, we’ve created a department that thrives. 

Q: How do you balance the need for technical depth with the ability to communicate complex solutions to non-technical stakeholders? 

BC: I like to always focus on highlighting the business impact rather than diving into the technical details. Balancing technical expertise with effective communication is a constant challenge in the IT field! While it’s important to have a solid understanding of the technology, it’s equally important to be able to explain complex concepts in a way that non-technical stakeholders can understand. 

To bridge this gap, I focus on using clear and concise language. I avoid using technical acronyms or wording that may confuse my audience. Instead, I try to explain concepts in simple terms, using real-world examples to illustrate my points. I like to emphasise the tangible benefits of proposed solutions. For example, when recommending a new software system, I might highlight how it can reduce manual tasks, improve data accuracy, or enhance customer service. By focusing on specific outcomes that stakeholders can relate to, I can make a more compelling case for the proposed solution. 

Q: If technology were a limitless resource, how would you revolutionise your business and what bold new ventures would you pursue? 

BC: One of the first things I would focus on is further automating our systems to provide seamless and real-time updates to our patients. Communication is key in healthcare, and I believe that enhancing how we interact with our patients through technology could greatly improve their experience. For instance, implementing automated notifications for prescription status, reminders, and even personalised health tips could make our service more proactive and patient-centered.

“Success is not just about completing a project; it’s about delivering results that make a tangible difference. Efficiency is not just about saving time; it’s about freeing up resources to focus on higher-value tasks. “ 

I’m fortunate to have a manager who is highly receptive to IT initiatives and encourages exploration to improve both the staff’s efficiency and the patient’s experience. This support has been invaluable in allowing us to trial and implement new technologies. And if tech limitations weren’t an issue, I would push this even further by integrating more advanced AI-driven communication tools! 

While we haven’t fully embraced AI tools like Copilot across our entire office, we’ve started to explore their potential benefits for streamlining tasks and improving efficiency. However, we’ve been cautious about introducing AI tools that handle sensitive patient data. 

Data protection is our top priority, and we understand the risks associated with using AI to process personal information. We’re carefully evaluating the potential benefits and drawbacks of AI tools before deciding whether to implement them in areas that involve patient data. 

A Master of Her Craft

Q: Beyond the traditional metrics, what three factors do you consider most important when evaluating success? 

BC: I believe that success is measured in the positive impact a project or team’s performance has on others. For me, the goal is to create solutions that make a difference and improve people’s lives. 

One of the most satisfying moments is when a project I’ve been involved in runs smoothly and doesn’t require constant attention. This indicates that I’ve successfully implemented a process or system that is efficient and reliable. For example, when we successfully migrated our pharmacy systems to the cloud, it was a huge relief to know that the transition was seamless and that our staff could focus on providing excellent patient care without worrying about technical issues. 

Another measure of success is the positive feedback I receive from my team members and stakeholders. When I see that my efforts have empowered others and improved their work lives, it’s incredibly rewarding. For instance, when I implemented a new software tool that streamlined our administrative tasks, I received positive feedback from my team members who appreciated the increased efficiency and reduced workload. 

“Brooke has been adaptable and flexible with regards to her role as Digital Lead. She has seen the JCL organisation grow in a quick period, which has needed this approach to evolve with the expanding Teams and manoeuvre between projects. This in turn has made Brooke a “valuable player” in the organisation.”
– Raj Laly – my manager and the director of JCL Group.

Inspiring Teams, Driving Success

Q: How would you define being an MVP in your role?  

BC: For me, being an MVP in my role means being receptive – especially when implementing new processes or technologies. It’s about listening to the needs and concerns of both the team and the wider organisation and being flexible enough to adapt solutions accordingly. Leaders who are authentic and genuine inspire trust and respect among their team members. When people feel that their leader is genuine, they are more likely to follow them and be motivated to succeed. A clear roadmap to the future can inspire teams to work cohesively. When people understand the why behind their tasks, they are more likely to be driven and committed. 

I also like to measure my success by how smoothly things run, particularly during and after the implementation of new systems. A key indicator for me is whether my phone stays quiet outside of work hours! If I’m not getting emergency calls, it’s a sign that everything is functioning as it should be and that the team is handling any issues effectively on their own.  

 “Embrace challenges as opportunities for growth and development. Every obstacle is a chance to learn and improve.” 

Q: What is a piece of advice or insight that would you offer to encourage those who are considering a career in IT?  

BC: One piece of advice I would offer to anyone considering a career in IT is that it’s never too late to start. Embrace the field with an open mind and a willingness to learn. IT is incredibly dynamic and offers endless opportunities for growth and exploration. It can be challenging at times, but the rewards are substantial. My advice? Always be curious, never stop learning, and seek out opportunities to grow. One thing I really enjoy is sharing my experiences and knowledge with others and helping them develop their skills. There’s something uniquely satisfying about seeing complex problems solved and watching innovative solutions come to life. 

Inspiring the Next Generation of IT Leaders

Brooke’s journey is a testament to the power of passion, perseverance, and a willingness to learn. Her unconventional start in IT, coupled with her digital marketing expertise, has enabled her to become a successful and influential leader. As she continues to inspire her team and drive innovation at JCL Group, Brooke’s legacy as a Certified MVP will undoubtedly endure for years to come.

Be sure to check out our Leading Beyond Tech blog series to unlock even more MVP best practices and learn how to craft a compelling business case.

Bo Foulis

Content Marketing Manager at Babble