Digital marketing professionals are the driving force behind building and boosting a company's online visibility and presence. Though digital marketing has been around for more than a decade, it is only in the last few years that it has emerged as one of the most important aspects of modern companies.
A number of skills like creativity, analytical power, content creation, fundamentals of marketing and communication, strategic thinking, and online presence are required to become the best in this field.
In our effort to share more knowledge about digital marketing and its ever-evolving environment, we interviewed Jade D'costa who has 10+ years of experience in this field and has worked in India, Kuwait, and England.
1. Please tell us a bit about yourself
I’m Jade. A CRM specialist based in the UK. I have a Bachelor’s degree in Commerce and an MBA with a dual specialization in Marketing and HRM. I’ve always been creatively inclined so Marketing was an ideal fit for me. I have over 10+ years of experience across eCommerce, luxury and fashion retail. Outside of work, I enjoy reading, dancing, travelling and writing.
2. How did you start your career after completing an MBA in marketing and HRM? What was your experience like in your first place of work?
I aspired to enter the field of media buying; however, my graduation coincided with a recession, resulting in a scarcity of on-campus placement prospects. Taking matters into my own hands, I interviewed with a Digital Marketing agency for a social media role. This initial position proved to be fantastic, offering a relaxed work atmosphere that enabled me to delve into the world of social media marketing.
3. You have worked in India, Kuwait, and England. What, according to you, are the major differences in the working culture in all three countries? Are there any differences in the approach to digital marketing in these countries?
In India and Kuwait, achieving a healthy work-life balance often takes a backseat, unlike in England where it holds significant value. As I embarked on my career journey in India, the landscape of digital marketing was still in its infancy. Moving to Kuwait, I joined the ranks of a renowned franchise operator where we enjoyed the direction, guidance and support of our host brands. Unfortunately, we faced a lot of limitations due to regulatory constraints. Both Kuwait and India operated in relatively unregulated digital marketing environments, but in England, stringent GDPR compliance is a requisite.
4. Your experience spans across different industries, including e-commerce, luxury, and fashion retail. How are these industries different when it comes to executing digital marketing strategies? How do you adapt your marketing strategies to suit the unique characteristics and demands of each industry?
E-commerce often focuses on convenience and efficiency. Luxury brands emphasize exclusivity and brand image, seeking to create a sense of prestige. Fashion retail relies on trends, visual appeal, and swift response to consumer preferences. Therefore, the tactics and messaging for each industry must cater to these specific priorities.
To effectively adapt my marketing strategies to the unique characteristics of each industry, I follow a tailored approach:
1. E-Commerce: Here, the emphasis is on streamlining the purchasing process and creating a seamless user experience. Strategies involve targeted email campaigns, personalized product recommendations, and responsive web design for various devices. Prompt customer service and clear calls to action are crucial.
2. Luxury: In the luxury sector, storytelling and visual aesthetics take centre stage. My strategies include crafting content that portrays exclusivity, using high-quality visuals, and leveraging influencer partnerships to enhance brand allure.
3. Fashion Retail: Fashion is all about staying current and resonating with trends. Strategies involve rapid content creation, targeted email campaigns, timely social media engagement, and aligning marketing efforts with seasonal trends. Collaboration with fashion influencers and leveraging user-generated content are often effective.
Despite their differences, there are common lessons across these industries. Analytics-driven decision-making is paramount in all sectors. Regularly analyzing data helps identify what's working and what needs adjustment. Additionally, understanding the target audience and their preferences is crucial in tailoring messaging and strategies.
5. As digital marketing is an ever-changing field, how do you stay up-to-date about the trends and what strategies to use?
Continuous learning is essential to stay up-to-date with the latest trends and strategies. I prioritise learning by reading relevant blogs, listening to podcasts, attending webinars, strategy days, networking events and industry conferences. I also follow influential figures and organisations on LinkedIn.
6. Tell us a bit about your current role as a senior CRM Executive at Superdry. What does a CRM executive do? What does your regular day at work look like?
My role involves managing the BAU (business as usual) side of things across 4 distinct CRM channels: email, SMS, direct mail and push notifications. I plan and manage the marketing calendar by factoring in elements like competitors’ activities, seasonality, fashion trends, search terms and past performance. One of the most rewarding aspects of my work involves conducting A/B tests, where I experiment with two versions of emails to gauge their impact on performance and engagement. My work day starts with reviewing campaign performance across different channels, ensuring campaigns are ready to schedule, collaborating with design, visual merchandising and trading teams, managing an assistant and supporting them with briefs and research. I also create business cases, manage third-party relationships and share campaign performance with various stakeholders within the organisation. I also Identify opportunities to improve customer lifetime value.
7. Email marketing is one of your areas of expertise. Could you share an example of a highly effective email campaign you orchestrated, including the key elements that contributed to its success?
As an email marketer, I am constantly looking to optimise campaigns to boost customer engagement and increase conversions, and revenue. By suggesting the incorporation of a navigation bar and recovery module into our emails, I successfully contributed to a remarkable 27% surge in conversion rates and a noteworthy 29% increase in revenue. Consistently conducting A/B tests and meticulously tracking campaign performance through the analysis of crucial email metrics remains integral to success.
8. How can one get into the space of marketing and digital marketing in particular? Would you recommend a relevant degree or an MBA?
I suggest considering a relevant marketing degree, although it's not mandatory. Marketing attracts individuals from diverse educational backgrounds. For those contemplating an MBA, gaining prior work experience is advisable. A digital marketing certification is another option.
9. Lastly, what advice would you give to anyone aspiring to a career in marketing? What avenues are open to them?
I might be biased but Marketing is one of the best careers out there. It’s creative, exciting and ever-changing. No two days are alike. There's an extensive array of avenues to explore: ranging from social media and email to paid search and brand management. If I were to offer advice, I'd suggest trying your hand at different roles before committing to a specialisation. It’s also important to ask yourself if you're inclined towards becoming a specialist or a generalist. Personally, I started my journey as a generalist marketer and have now honed my focus as a CRM specialist. While a relevant marketing degree can be advantageous, it's not a requirement.
BizBots.in wishes you all the best!
