Day in the life of
Marketing Director – Rosie Middleton
A typical day for me starts by looking at sales and performance across the website and subsequently checking on stock to ensure our advertising and marketing messages are reflecting stock and best sellers. Then I check in with my team as a collective, from a personal level and then we discuss individual ongoing projects.
Project examples:
- Mapping out and integrating a customer loyalty scheme (retention project)
- Organizing parcel inserts exchanges with similar brands to acquire new customers
- Organizing surprise and delight offerings for customers (such as gifts in their parcels)
- Increasing our ECRM offerings and mapping the user journeys
- Adding pages to our website
- Adding technical features to the website to enhance SEO
- Organizing events/ blogger contracts
- Partnering with charities and working on collaborations to drive awareness and revenue for their cause
- Integrating software/ apps with Shopify to increase productivity
- Working on an annual brand analysis/ brand bible
- Team structure and development planning
I will then check in across departments, (production and wholesale) to share updates on product, sales, and messaging. Lastly, the CEO if there are any wider business objectives we’re working on such as:
- Monitoring and lowering returns rates
- Improving customer experience
- Infrastructure mapping
- New customer acquisition
- Stock sell through
- Increasing revenue
My day is then split across brand and digital responsibilities as I oversee both areas. For brand, I could be signing off photoshoots, packaging, budgets, models, influencer campaigns, emails, homepages, and content plans.
For digital I check in with our paid media agency and discussing campaigns and managing ad spend, checking in on web development projects and user experience improvements, signing off on web partners such as payment providers/ systematic installations, analyzing channel and business reports to find and suggest opportunities for growth.
Pros
There is so much variety within my role and I have the freedom to make decisions for all of our marketing channels and allocate budget where I see best. Having ideas and seeing them come to life is a hugely rewarding part of my role. Also, I have recruited a great team, so working and leading such passionate and talented individuals towards business objectives is hugely exciting – especially when we are seeing great results.
Cons
Managing a large team, a website and all other channels can be a non-stop job! The role requires consistent ‘plate spinning’ and knowing exactly what each channel/team member/third-party is working on all of the time to be able to give high quality feedback and informed decisions – whilst developing web projects and growth plans. There doesn’t seem to ever be enough hours in the day and it can be very hard to switch off after working hours, as you’re always thinking about the next task!
The job also requires both an analytical and creative understanding so it’s hard to be equally as skilled (and to continue learning) in both fields.
