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Digital Marketing Directors are generally responsible for planning, developing, implementing and managing the overall digital marketing strategy.

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What’s It Like To Be Head of Digital Marketing?

What does your role involve?

My role involves managing both the long term digital marketing strategy and the day-to-day marketing department deliverables at Cool Australia.

What does a typical day look like?

Typically my days are extremely varied. Usually I’ll check in with anyone in my team and see how they’re going. They may be working on designing an image for social media, or building an email to go to our members, and it’s my job to make sure they have everything they need to do the job well, including clear direction, guidance and feedback.

Another huge part of the role is working with the other department ‘Heads’ and the company leaders to discuss longer term strategy and tactics that will help us grow online. These discussions usually revolve around our organisational targets – i.e what where we’ve identified we’d like to be in one, two or 5 years time with things like website traffic, the amount of members using our resources, or the usability of our website. We’ll break these into projects that are designed to improve these areas, and get to work executing them over a period of time.

My days also involve running social media advertising campaigns, talking with external partners about potential partnerships, diving into our website’s technical performance, designing website pages, writing copy for emails, and general company wide meetings.

What road did you take to get to your current role?

It certainly wasn’t the direct route! I originally took 2-3 gap years after school to save and then to travel. At the age of 21 I started studying Politics & Public Policy at Swinburne University of Technology in Melbourne. I completed this degree and went on to complete an additional Honours year.

During this time I was working casually in a clothing store in Melbourne to pay the rent and bills, and towards the end of my degree an opportunity came up to volunteer some time to help them get their website up and running, this involved blogging, taking photos and managing the social media accounts. Eventually, I was hired to take this role on in a dedicated capacity as we started to get some traction.

I was set to interview in Canberra with some government departments, but in the end, I decided to pursue marketing as my preferred career path.

After 1-2 years working here I started working with a social media agency in Melbourne, and that led me to New York for a year. Later i’d move to the UK where I’d continue working in marketing, eventually leading the marketing departments of a number of companies.

Now, I’ve returned home to Australia and I’m dedicated to helping Cool Australia grow!

What hurdles did you overcome?

Plenty, mostly relating to burnout and understanding when to relax, and when to work. In any role you are pushed to work hard, so it’s worthwhile understanding where your own boundaries are, and making sure you don’t push beyond them too often.

What’s one thing you love about your job and one thing you would leave behind if you could?

My response to both parts of this question are the same – the fast pace and the expectations. It’s great to be responsible for ‘holding the keys’ to a company’s marketing channels, but it’s also a very demanding role for that same reason.

What gets you out of bed in the morning?

I love seeing results. The idea of seeing improvement in what you’re working on, or building, however small, is exciting to me. With Cool Australia, i’m also now proud about the subject matter of what I’m marketing, which is a big reason for getting out of bed too.

What is your superpower??


What advice would you give your 16-year-old self?

Meditate, stay active and don’t sweat the small stuff.

Tell us your fave quote…

“When you arise in the morning, think of what a precious privilege it is to be alive – to breathe, to think, to enjoy, to love.” – Marcus Aurelius