In my third article regarding Marcom department structure, I described a typical digital strategies department. I promised to interview an industry expert to shed some more light on a digital marketing role. I was fortunate to connect with a very talented digital marketer Jennifer Phillips, who found some time in her busy schedule to be interviewed for this article.
She is a Digital Marketer and Social Media Advertising Manager with Blue Sky Marketing. I know Jennifer as a colleague and friend through the AMA Houston board. During the interview, we discussed her career, how it evolved and what her typical work day looks like. So, without further ado, I would like to share an excerpt from the interview.
Can you describe your typical work-day as a digital marketer?
On a typical day, I might be overseeing social ad campaigns, preparing lead nurturing email campaigns, editing websites, planning online and offline media buys, making strategic recommendations or otherwise supporting clients needing assistance with their workload.
Can you describe the role media and digital marketing plays in your job?
Media and digital marketing plays a significant role at my job, as Blue Sky Marketing is a digital marketing agency specializing in digital marketing strategy and implementation. Personally, I love working in the digital space because it is always changing. The majority of my company’s clients are B2C, but we also work with B2B clients. A sizeable part of my day is spent handling Facebook ad buying and targeting for our B2C clients. We see great results through this platform, in terms of conversions. Monitoring and testing is always a priority for me in order to provide best results to all my clients.
YourMBAPurpose.com would like to know a little bit about your journey to this role? How did you transition to Blue Sky Marketing?
I moved from account services to digital strategy and implementation. The uniqueness of Blue Sky Marketing is that we do not have any "strategy only" positions. We all have a chance to work with projects from strategy through execution. This gives our team diverse set of skills and we have the ability to fulfill a comprehensive range of solutions for all of our clients.
Auditing the performance of product line or the entire company plays an integral part in marketing. Can you describe your experience of content adjustment based on campaign performance?
As a team, we pride ourselves on the ability to monitor results and adjust for best performance. I make it a priority to constantly monitor campaign performance. There are always "best practices" but we come up with creative ways to test and adjust. We make content adjustments based on performance. We don't "set it and forget it". It's our responsibility to follow-up with results tracking. It would be difficult to know if the client project is on the right track, if we did not monitor individual campaign performance.
What was your favorite project? Can we see a link to that project?
My favorite project was one of my first projects with Blue Sky Marketing. We were brought in to deliver a strategic brand refresh for our client (EB Inc.) while providing an easy online user experience to navigate its extensive inventory collection.
The marketing goal was to enhance the customer experience in reviewing the EB Inc.’s catalog eliciting future revenue growth. EB Inc., an event rentals and design company, has the largest event inventory in Houston and makes all custom products in-house. A website displaying their precious inventory would be invaluable to EB Inc. We remapped the website structure, created a manageable inventory database within the website and added an easy-to-use search filter for the user.
The design goal was to create something with approachable elegance—true to their original name, ‘Elegant Beginnings.’ We, along with the client couldn't have been more pleased with the outcome of the new logo and website. EB Inc. serves the Greater Houston, Dallas, and Austin Metropolitan areas.
I had a lot of fun creating their new website and implementing a brand refresh with their team. You can see the new website at http://www.ebincevents.com/
What advice would you give to students and professionals who are looking to become successful digital marketers?
Become a perpetual student and find a couple mentors! Stay knowledgeable and keep learning because the digital landscape is ALWAYS changing. Stay informed about the industry through reading and networking. Networking, in particular, is essential to a marketer’s success. If you are looking for marketing networking opportunities in Houston, AMA-Houston chapter, Houston Interactive Marketing Association (HiMA) and Social Media Breakfast Houston are some popular organizations.
Jennifer Phillips is a Digital Marketer & Social Media Advertising Manager at Blue Sky Marketing. Blue Sky is an embedded marketing firm that provides marketing strategy development and implementation.
Jennifer is a native Houstonian and currently serves on the American Marketing Association Houston Board of Directors as Director of Professional Development and Collegiate Relations. Last year she launched the chapter’s first Mentor Program, which is now in its second year. When she has extra time, she enjoys volunteering at the Houston Food Bank and BARC Animal Shelter. She is a devoted daughter and sister, a proud owner of a feisty rescue cat and a Louisiana State University alumna.
Rinki is a marketing professional with over 10 years of corporate and freelance experience.
She currently works on marketing contracts with Houston area businesses. She has served in non-profit, healthcare, oil and gas, real estate, technology, education and consumer goods industries.
She recently earned her MBA from the University of Houston, BAUER School of Business with a focus in Marketing Analysis and Business Consulting. She also has her Associates in Graphic Design from the Art Institute of Houston and Masters in English Literature from Gujarat University, Ahmedabad, India.
She currently serves on two non-profit boards. She is Membership Officer with Prospanica-Houston chapter and Director of Special Events-Marketing with American Marketing Association-Houston chapter. Though Rinki is a now a committed Houstonian, she was born and raised in India.
Connect with Rinki on LinkedIn