1. Before we dive into your role at UNiDAYS, what has your career journey looked like so far?
I started my marketing career while I was studying at Uni. I landed a PR and marketing internship role and instantly fell in love with it. Then with my entrepreneurial mindset, I started freelancing and conducted marketing and networking events for SMBs and other entrepreneurs.
While doing this side hustle, I worked in different marketing roles between in-house and agency-side businesses across Australia, New Zealand, and Southeast Asia. From industries like F&B, ecommerce and retail, real estate, education, construction, I grew my skills and experience, as well as my network.
2. Transitioning into work, what the heck do you does a Growth Manager @ UNiDAYS?
What is UNiDAYS?
UNiDAYS is a Student Affinity Network. UNiDAYS verifies Gen Z student statuses and puts exclusive deals and discounts from a variety of leading brands all in one place. Members find offers on food, clothing, education, and tech. We operate in 114 countries including the US, Australia, Germany, UK and India.
To date, UNiDAYS has worked with over 600 brands globally, and lists some of the biggest and most relevant to a Gen Z audience including Apple, ASOS, The ICONIC, Dell and Deliveroo.
How is the marketing function structured?
We have a global marketing team that is based in the UK who looks after the wider brand identity and supports the execution of every core region’s local partner marketing initiatives. Every region will then have its own local adaptation when it comes to growth, content and creative strategy.
Here in ANZ, we have a marketing team of 6. I report directly to our Marketing and Creative Director and work closely with the Director of Growth and VP of Marketing (both based in the UK).
What does your role entail?
My role is to lead the development and implementation of our consumer marketing plans to drive brand awareness and new member acquisition in the ANZ region.
This means covering a wide range of marketing domains. From:
- Discovering channels and tactics
- Developing A/B testing programs
- Managing referral programs and paid media channels
- Building out bigger-picture acquisition and retention strategies
- Tracking and analysing performance results
The fun part of the role is that I get to collaborate within a multichannel team including Marketing and Creative, Product Development, and Data & Analytics team, mainly to come up and execute growth ideas.
3. What’s an example of a campaign that you’ve worked on and what was your role in bringing it to life?
I’m currently working on rolling out reactivation campaigns for our new proposition which is called GRADLiFE. At the moment, we’re conducting local research to better understand our ‘graduating’ cohort and how GRADLiFE can support them beyond student life. We are also starting to make GRADLiFE part of the conversation on our existing UNiDAYS channels.
What did you do?
My role for this project is to formulate retargeting strategies and implement these in collaboration with our in-house marketing and creative team, commercial & partner team, and agencies.
4. What do the entry level pathways for marketers in tech look like?
I’ll start by saying there’s a widely held misconception that to truly be a competitive marketing candidate for some of the top tier tech companies in the world, you need to be technical. This is simply not true. It’s important to equip yourself with the right mindset to be able to set yourself up for success.
Take small steps at a time, for example, watch how-to marketing videos in Udemy or YouTube, assist a small business or a family in running their social media account, write your own blog, create your own website via Wix – with these, you can develop relationships with mentors and gain the skills you need for entry-level marketing job.
Once you’re ready, there are plenty of roles you can pursue. To name a few entry level pathways:
- Marketing Assistant / Associate
- Social Media Coordinator
- Campaign Assistant
- Digital Marketing Coordinator
5. What’s one thing you recommend an aspiring marketer do right now?
You have to be ready to learn something new every day. Marketing is not just focused in one domain anymore. There are plenty of ways to niche down to suit your strengths, preferences, and career goals.
Keep educating yourself and keep developing your skills. There are lots of free resources now where you can learn different strategies and tactics.