1. Before we dive into your role at G Squared, what has your career journey looked like so far?
In 2011, I was the first employee of Ingager, now a Industry leader of Meta advertising in Europe. By the time I decided to move to Australia, we had grown to 14 employees.
In 2014 I moved to Australia and continued my digital marketing career working for agencies but also client side. I managed to get a broad understanding of what it means to drive growth to businesses online.
2. Transitioning into work, what the heck does the Head of Digital @ G Squared do?
I currently oversee the full agency service, anything from processes, staff onboarding and cross-department integration and communication.
I have experience in multiple markets (internationally and domestic) and multiple agencies and companies so my broad knowledge helps me make the best business decisions.
3. What’s a campaign you’ve worked with on in your currently role and how have you helped bring them to life?
Campaign name: Manettas Seafood
What was it?
Manettas delivers seafood fresh from the Sydney Fish Markets, their products are incredibly fresh and of high quality. As such, I identified the opportunity to re-engage previous purchasers with ads focusing on the products they had previously enjoyed or viewed on the website (dynamic retargeting).
By applying a dynamic retargeting strategy to Facebook Ads the results dramatically increased the Return On Ad Spend (ROAS).
As you can see on the graph, going from a moderate spend of Around $3-400 per day to spending almost $7,000 a day whilst maintaining a high ROAS.
The results are nothing short of incredible and since I managed to drive such a good result for Manettas Seafood Markets, they have been able to grow as a business as a direct result. This incredible uplift in results was acknowledged in Deloitte’s 50 Fastest growing Tech companies awards. Manettas Seafood Markets managed to become the 7th Fastest Tech Company in Australia year 2020.
What was your role?
I orchestrated this campaign from start to end, as the project manager, I also managed my team to execute the ideas I brought to the table.
4. What do the entry level pathways into digital marketing consulting look like?
What are the entry level roles at G Squared?
We are constantly hiring, if you have an interest in digital marketing or an ambition to work in digital marketing. Don’t hesitate to send over your resume to us.
We have multiple entry level roles available in content, community management and performance as we speak so don’t be afraid 🙂
How about the rest of the industry?
Companies care about experience and knowledge. So, if you’d like to work as a content creator, show your own experience in TikTok or Instagram. Show that you’ve created your own videos and edit reels.
If you’d like to work in performance marketing. Buy a few courses via Udemy and jump on YouTube and learn from people in the industry. Perhaps you have a relative/friend that has their own business? Ask if you could set up a few ads in Facebook with minimal budget pro-bono in order to drive sales.
Build your own website, go to Amazon Lightsail and set up a basic wordpress instance and buy a theme on Themeforest. You will then learn a lot of what’s required to have an online presence.
5. What’s one thing you recommend someone who wants to work in digital marketing consulting do right now?
Listen to Gary Vaynerchuck, get some inspiration and just learn, fail and try as many things as possible while you’re still young. Don’t dwell on things and don’t watch too many TV shows!