Case study

Digital marketing executive — Joseph Kennedy

Joseph works on two brands, Plastic Expert and Kompakt and enjoys creating an online presence…

How did you get your job?

When I left university I was desperate to find a great opportunity, so I job hunted 9am to 5pm online. My sister works in HR and she ensured I had a great CV. I found an internship after about a month.

How relevant is your degree to your job?

I'd say my creative writing and journalism degree is both very relevant and not relevant at all. It gave me no marketing experience but plenty of experience with content creation, research and non-fiction writing.

My employer was looking for a writer who could learn marketing, rather than a marketer who could learn to write compelling content.

What are your main work activities?

At the moment I have a commute-free job, working from home. I reply to my emails, read the news, say some hellos on social media, create some content and micro-content, set tasks for the writers, graphic designer or web developer and look for growth opportunities.

I'm working with two brands concurrently, Plastic Expert and Kompakt.

How has your role developed?

The role developed quickly. After my interview for a part-time internship, the director actually offered me more hours and a better hourly rate than was advertised, as he felt I was competent.

Three months later my package improved. At this point, I was running the content of our news site, all social media channels and digital growth opportunities.

After a seven-month internship, I was employed full time and given the opportunity to expand my content team. I contacted my university tutor and she recommended me a student that I could provide writing experience to; I wanted to give something back to the University of Central Lancashire.

What do you enjoy about your job?

I enjoy the ability to work from anywhere, and the comfort of working from home. One of the best things about my job is my exposure to the internet; I am aware of everything viral, all current news and have an online audience of around 10,000 to share my views with.

I enjoy the trust and opportunities that my employers have given me.

What are the most challenging parts of your job?

Growing a business and marketing a service is not easy, especially with a small team. Working virtually means I don't see my colleagues for months at a time, and originally left me feeling quite isolated, but as I grew into the role, this feeling did not remain; now I think it is ideal.

Any words of advice for someone who wants to get into this job?

For those studying creative writing, it's wise to consider using words to sell a product or service rather than selling a book.

For journalists, content marketing is great; you get to write news, perform interviews, learn about an industry and develop expertise rather than a generalised style.

Where do you hope to be in 5 years?

I'm actually beginning my adventure as a digital nomad in the next few months, meaning that I will work from my laptop, but somewhere in Europe with a bit of culture and sunshine.

In five years time I hope to be doing the same thing, but with a bigger portfolio, a business that I have some ownership in and a larger audience for my content.

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