Case study

Digital marketing manager — Louis Butcher

Louis studied Business Management at Nottingham Trent University. He now works as a digital marketing manager and has aspirations of owning his own business

How did you get your job?

While at university I undertook a work placement at Toyota as an after sales marketing coordinator. Once I graduated I applied for lots of entry level marketing jobs by setting up daily alerts via email of jobs that fit my criteria.

I got offered a role with a marketing agency, working on their Porsche account. This role gave me a good level of experience and from this I secured my current job as a digital marketing manager at

What's a typical day like as a digital marketing manager?

I am responsible for directing as many potential customers to our website as possible. This means I work in a very varied role, experimenting with lots of different channels (mail marketing, search engine marketing, social media) and learning along the way.

Reporting is very important, I run daily and monthly reports to assess which activities are working, which activities are generating revenue for the business and which aren't. I will then use those reports to identify what could be improved upon.

What do you enjoy about your job?

I enjoy seeing the impact it has on the success of the business. Every marketing activity has a direct impact on sales and revenue. Being able to view the depth of analysis that can be achieved from reporting is something I find really interesting.

What are the challenges?

You rarely get things right first time. Digital marketing is very fluid and requires a philosophy of constant improvement, so it can be challenging as your job is never done on any of the channels.

However, this is also exciting and it pushes you to improve and develop your own skillset.

In what way is your degree relevant?

The soft skills I gained from my degree such as time management, leadership, negotiation and problem solving are all used within the marketing industry. The industry is constantly evolving - a technique used to acquire customers could become outdated in less than a year - so you never stop learning.

During your degree you learn how to learn and appreciate skills you might not have thought were important. My degree included a placement in marketing, which played a big part in securing a full time job in the field.

How has your role developed?

I never planned to go into marketing. However, I now love working as a digital marketing manager. It is an ever-changing environment and it never gets boring. I started as an assistant/coordinator and I am now managing my own team, external agencies and supporting senior management.

Ambition-wise, I'd love to have my own business one day, maybe my own marketing agency or online business. Working in marketing gives you a good grounding in many aspects of business. Marketing a product is key to the success of any business.

How do I get into digital marketing?

  • Work experience - Just a couple of weeks spent on an internship can prove invaluable.
  • Set up your own blog, Youtube channel, Facebook or Instagram page - Being able to develop a following on a social channel or blog is an incredibly valuable skill and one that is in demand. It can be done for free in your own time
  • Network - go to events, speak to people, display a passion for the industry and a desire to learn and develop.
  • Go the extra mile. It is tough competing in the job market when you graduate whether you have experience or not. Stand out by going the extra mile
  • Always call the recruiter after submitting your application - it is a great way to get your application to the top of the list.

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