Case study

Digital media manager — Johnny Carrington

Johnny studied for a Masters in art history. While not directly applicable to digital media, Johnny believes his qualifications have been vital in showcasing his range of skills to employers

How did you get your job?

I had done a couple of paid work experience placements with while at school and university, just to earn some money. When I graduated I was looking for a job while I weighed up my options about further study. I'd kept in touch with the people at and they offered me a six month placement. Two promotions later I am now a digital media manager.

What do you do day-to-day?

In my job no two days are the same. I usually get into the office around 8:15am and check through my emails to make sure that nothing critical has come in overnight. I'll check round our various advertising partners to make sure traffic levels are as they should be and follow up with them if they aren't.

I then sit down with my boss around 9:30am and we discuss upcoming work and prioritise it accordingly. I work on this for the rest of the day. This can range from large data crunching projects to advert optimisation, to building promotional emails or putting together a Google AdWords campaign.

How has your role developed?

When I started I was an administrator uploading and taking down content from the website, with a little bit of Photoshop and Dreamweaver work thrown in.

As time has moved on my role has grown and now I'm jointly responsible for our advertising budget.

Long term I'd love to move into the cultural sector, which is a real passion of mine. There are so many organisations out there with great content that aren't presenting it well to a changing digital culture.

What is the most challenging part of your job?

For me it is time management. I get pulled in about 17 different directions every day and making sure I prioritise the right things and get them done to deadlines is something I've had to get better at over the last couple of years.

What are the best things about working in this sector?

I love the pace of change in the industry. The way we work now is almost completely unrecognisable to how we did things even two years ago. Keeping on top of that churn and staying at the top of your game is a real buzz.

What advice would you give others who want to get into this career?

The best piece of advice I can give them is be patient. You aren't going to walk straight off a course and into a managerial role. You need to show your potential at a junior level and that can take time, often a couple of years. Once you've done this the opportunities will come and you need to seize them when they do.

Also, read around the subject and keep up to date with the industry. In a digital world you can't afford to stand still.

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