Case study

Marketing executive — Emma Morris

Emma's role sees her promoting the brand of a luxury travel company

How did you get your job?

I worked as a marketing assistant at Destinology while at university. I gained great work experience and when I graduated I was offered a full-time role as a marketing executive.

Get as much work experience as possible. Also be enthusiastic, open minded and not too scared to ask for help

How relevant is your degree to your job?

My business management degree was designed to give a varied knowledge field, and I studied courses on all aspects of business from accountancy and marketing to business development and HR. I chose to specialise in HR in my third year, but still covered many different business topics.

Although my specialism isn't relevant to my current job role, my degree as a whole and the variety of subjects that I studied is very relevant. I liaise a lot with our product and finance departments so my knowledge in these areas has helped.

What are your main work activities?

My days are varied but I typically review the web analytics and pay per click (PPC) campaigns, whilst always trying to enhance and develop them. I might have to add new campaigns, adjust bids or tweak keywords to ensure that our online presence across search engines is optimised.

I also answer daily emails from our third party partners regarding our activity with them - planning and building creative with travel and non-travel related partners to enhance brand awareness or managing our applications on sites such as TripAdvisor and Travel Supermarket, which aim to drive traffic and sales.

On a daily basis I monitor the Destinology social media accounts and I'm continually looking for new opportunities to push the brand, increase our visibility and enhance our online marketing strategy.

How has your role developed and what are your career ambitions?

In the three years that I've worked for Destinology as a marketing executive, I've explored different areas of marketing. My role initially involved working with our suppliers to secure paid-for, on-site marketing. I was also one of the team that was responsible for website content and organisation of the promotional material on the site.

Around 18 months ago my job role changed and expanded and I now deal with PPC, managing our large Google and Bing/Yahoo search accounts, third party partnerships with travel and non-travel related companies, analytic reporting for the Destinology website and to a certain extent SEO and social media. This has allowed me to greatly develop my knowledge and skills and acquire more knowledge in the online marketing field.

This year I aim to become a Google Certified Partner. I'm currently studying for professional accreditation by Google, which recognises online advertising professionals and means I should be a Google Adwords Expert.

In the future, I'd like to stay in marketing and climb the career ladder. I'm looking forward to seeking further development and new opportunities.

What do you enjoy about your job?

I love the diversity of marketing, especially marketing luxury travel and the exciting projects Destinology has worked on. We are about to be the first travel company in the UK to have branded virtual tours live on Google Maps and embedded onto our website and I have been heavily involved in this project.

I enjoy talking to different third parties to try to negotiate partnership opportunities for Destinology. Working closely with the travel team at Google is also great. I have been lucky enough to go to their offices in London and events in Manchester to hear about the latest trends and predictions in both the luxury and travel markets.

Networking events are brilliant and I've been lucky enough to travel to some of our luxury destinations and stay in some of the best resorts. I also get to attend awards evenings and recently picked up the award for Best Medium Weddings and Honeymoons Holiday Company at the British Travel Awards.

What are the most challenging parts of your job?

The analysis and interpretation of our website data and PPC accounts. We get so much data from Google analytics, Google Adwords and Bing/Yahoo regarding click-through rates, conversion rates, costs and ROI that I have to interpret and judge what action to take. Search PPC isn't an exact science so we have to continuously analyse and improve our campaigns.

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

A career in marketing is so varied, ranging from very creative job roles to highly technical roles. On-the-job learning is how I developed most of my knowledge and skills that I use daily, so I'd recommend you get as much work experience as possible. Also be enthusiastic, open minded and not too scared to ask for help. I think it's important to always learn new things too - if you stop learning you won't enjoy what you do.

Find out more

Look for Careers at Destinology.