In this career profile we take a look at the world of digital marketing, and feature an interview with Sam Bruin, Digital Marketing Campaign Manager at a global online learning provider.
Digital marketing is a rapidly growing field, as more and more organisations focus their marketing effort online and through social media, rather than some of the more traditional marketing strategies. The number of careers in marketing departments and agencies across the UK are increasing at a significant rate, making it a great time to consider a role in this field.
Sam has worked within the digital marketing field since leaving university nine years ago, where he graduated with a degree in Business Studies with Marketing. He began his career working for a sales & marketing consultancy firm which specialised in the physical security industry. He has been at his current organisation for five years and is now responsible for leading the Compliance content business unit. Asked about his current role, Sam explains:
“My role is to plan and execute digital lead generation strategies and end-to-end campaigns that clearly demonstrate and articulate the value my company’s solutions and achieve growth within my business unit.”
“A typical day begins by taking stock of various campaigns by looking at analytics reports, key metrics and over KPI dashboards. I will log-in to our project management software to begin work on any outstanding projects with close timelines – this can be any one of the many digital marketing channels that we have live at any one time, such as email marketing, paid media, paid social and webinars.”
“When my business unit team in the US logs on, at around lunchtime in the UK, I will join my team’s daily huddle to collaborate on any live projects lending my digital marketing expertise. I usually check in with our paid media agency three times a week to ensure campaigns are running well and to target, while providing any deliverable they may need to execute – this can be HTML emails, event or webinar invitations, marketing collateral such as whitepapers or eBooks etc. I will then return to my outstanding project work to ensure tasks are completed on time each day.”
“Usually I will finish the day with strategy meetings with my Digital Campaign Manager colleagues which can be used to share ideas, best practices and experience with each other to ensure each member has the best chance of success in their particular business unit.”
Asked about the most enjoyable elements of a career in digital marketing, Sam explains: “The beauty of digital marketing is that no two days are the same. There is always a new campaign or idea to execute on. Due to the flat structure of the business unit team, each team member has the same opportunity to contribute ideas and expertise and projects are completed in a collaborative way.”
“The most challenging part is that it’s so fast moving and growth is the main priority, so expectations are high. Due to the nature of the content we provide, things move and change on an almost daily basis. We have to be adaptable and accepting of this at all times. Also due to workloads, you have to be extremely disciplined when it comes to carving out time for personal development.”
For young people considering a career in the digital marketing field, there are many marketing based honours degrees, including some specialising in digital marketing, such as these at King’s College London and Coventry University. However, specific marketing degrees should be considered as beneficial, rather than required, for a career in the field. As Sam explains, a successful career in digital marketing is more dependent on your approach, than a specific path through education:
“There is no substitute for experience. If you are a young professional interested in marketing, try to expose yourself to as many different aspects as possible before deciding which part you enjoy and want to pursue. Get your hands dirty with software and systems such as Marketo, Salesforce or other CRM systems, Google Analytics & Adobe Creative Suite – each have their own certifications. Also the Chartered Institute of Marketing offer a range of qualifications which will add to any CV.”
For experienced professionals in other fields considering a change to a career in digital marketing, developing the relevant technical skills is important, as is a creative and analytical mindset, and crucially in such an ever-changing field, a willingness to learn. Asked which skills are most crucial to being successful in digital marketing, Sam lists the following:
“Agility, communication – specifically presentation skills and the ability to ‘manage upwards’, attention to detail and some project management skills are all crucial. Also the ability to analyse data and draw insights given there is so much data you need to be interpret and use, as well as and a cool head under pressure. Try and expose yourself to SEO (Search Engine Optimisation) and SEM (Search Engine Marketing) as early as you can, as this will give you an advantage in a competitive market.”
When asked about the best bits of career advice that he’s received so far, Sam reveals: “Avoid comparing your career to your friends’ careers – it will drive you crazy, especially if they are at different stages of their lives– your time will come. Expose yourself to as many new experiences and learn as many new skills as you can, as you never know when they will come in handy. Lastly, surround yourself with knowledgeable people, listen closely and don’t be afraid to ask for help, especially from a mentor.”
Insight Edge provides personalised career guidance, giving you the knowledge and advice you need to make informed career decisions. If you’re considering a new career path and are ready to make the first step, take a look at the services we offer.