Where are you based?
What job do you do?
Paid Media Director at connective3
How did you get into marketing/communications?
As a little girl I watch a film called Crazy People all about advertising and how doing controversial truthful ads can be more powerful than the usual ads companies spawn. The psychological aspect of how advertising can impact desires and purchasing behaviours is something that has stayed with me. From that point on I wanted to work in advertising.
Out of uni I had a couple of sales jobs and then went to work for a digital firm as an exec and got stuck in with Google Adwords. At this point I realised I had found my calling. I am terrible at being creative, but numbers and logic I’m pretty good with, so for me digital marketing and paid media specifically filled that advertising ambition but with more of a statistical rather than creative focus. However, what’s further interesting to me now is that in order to run standout digital marketing campaigns you have to be creative, it’s just that it is with audiences, ads, or targeting methods rather than big campaign ideas, and as it turns our I’m pretty darn good at that.
What are you most proud of in your career as a marketing/communications professional?
I am most proud of overcoming my fear of public speaking. It is really daunting, especially for someone who has a great skill at losing their train of thought. However as per my own advice, I just got stuck in, and after doing it once you realise that actually it’s easier than some client meetings, as the audience often don’t have the oportunity to interrupt. You have a great sense of satisfaction from knowing that you helped empower at least some of the audience with the knowledge to go away and better their campaigns. Someone (Google) at a speaking training seminar once gave me the advice of ‘get over yourself’, people arent there to see you, but to hear what you have to say, so take confidence in what you have to say is valuable, forget how you look and just have fun with it. I find that adding in more personality and just relaxing into it has really helped me in public speaking, and public speaking has helped increase my profile and succeed further at my job so I’m really proud I took the bull by the horns.
How has marketing/communications helped the organisations you’ve worked for?
Communication is probably the biggest factor in my agency’s success, whether that is communication between agency and client or between agency teams. In too many agencies the SEO department don’t talk to the PPC department and in some the PPC team don’t talk to the programmatic team. In order to achieve the best possible performance for a campaign all departments need to pull together on an ongoing, regular and strategic basis. Audiences should be built from PR campaigns to then be fed into the sales funnel. PPC search term analysis should be fed into SEO content strategies, and timely insights and cross channel data needs to be available to all teams to enable campaign agilty and accurate optimisation to ensure the best work possible. This isn’t possible without full team communication.
What challenges have you overcome on your professional journey to where you are today?
One of the biggest challenges I have faced is becoming too senior and being too hands off, what this has meant is that I became out of touch with the technicalities of paid media. Not knowing from an implementation standpoint about the latest Google advancements or media buying platform intricacies meant that I became inefficient at my job. This meant I was less impactful at reassuring prospective clients about our technical capabilities and to being able to appreciate the team’s workloads effectively and ultimately not creating the most effective strategies. So, what did I do? I became hands on again, I am now proficient in running high performing campaigns across Paid media from PPC to Display and Paid Social. Whilst I don’t undertake all of this activity on a day to day basis I make sure I keep up to date, whilst managing and growing the team and our offering. I have found that this mentality has meant that me and my agency are able to offer a best in market service, and ultimately that I find my job far more satisfying.
Do you have any words of wisdom for someone starting out in the marketing/communications industry?
Take the time to understand the marketing and communications landscape and which type of role would suit you best. Is it numbers driven or creative, do you want to focus solely on a single client or do you want to work on a breadth of clients? What type of culture do you want to work in? By understanding what role you want, and what environment would make you happy, you will more easily be able to identify the right role for you. But my best advice for someone once in a role is get stuck in, test and learn and read and develop and be part of every conversation you can be. By doing this you’ll identify new opportunities and knowledge and grow as a marketeer.
Where can we find you online?
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