Case study

Routes to market manager — Will Pidgeon

Will's journalism and criminology degree has opened up a number of roles, which previously he might not have considered

How did you get your job?

I used to work with the marketing director of Tyres On The Drive at a previous company. The marketing director then got in touch about this role and it had everything that I wanted, so I came in for a few days and really liked the company and the scope.

When they said it would be a full-time role it was an easy decision to take the job.

How relevant is your degree to your job?

I use a lot of the practical aspects of journalism when I'm writing adverts for the customers.

Managing the pay-per-click adverts requires a high level of communication because you have to grab a customer's attention and persuade them to find out more.

Other things that I took from the degree include working to a deadline and being confident when speaking to people.

What do you do day-to-day?

Every day when I get in to the office I check the figures from the adverts that are running. I look at the performance of the marketing that we did the previous day and compare it to our benchmarks. That usually throws up some suggestions of things that need tweaking in our campaigns.

Then I send out a report to let people know how things are performing. During the day I'll write adverts trials so we can compare two sorts of campaigns and see which one works best.

What are your career ambitions?

The company is really developing and going into more diverse media, so I'd like to find myself working in all different kinds of biddable media, things like video and in-app adverts.

What do you enjoy most about the job?

I like seeing the results of the work that I do. For Tyres On The Drive there's so much growth and it's helping to change an industry, that's exciting to be a part of.

What are the challenges?

Things change so quickly, both in the company and in the advertising industry. You are always learning new things, but you can sometimes feel overwhelmed by the changes so you need to keep focused.

What are the best things about working in this sector?

My role covers a number of sectors from advertising and marketing to digital media but, ultimately, I think it's still about the people and I really enjoy working with the team that we've got here.

Any advice for others who would like to get into this career?

I never had a set career plan in my head and although that can sometimes make people feel lost, for me it really helped.

When I went for my first job out of university the role that I was applying for was a content manager job, which fitted with my journalism qualification more, however they also had a pay-per-click role available and that actually appealed to me more.

If I'd had a very set path then I might not have discovered more.

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