Starting a career in marketing can seem daunting, especially with the vast array of paths available, but Francessca has shown that with determination and a clear vision, success is within reach. From her early fascination with media to becoming the Marketing & Business Development Manager at Digitaloft, Francessca’s journey is a testament to finding your way even when the traditional route doesn’t fit. In this post, she shares her experiences, lessons learned, and practical advice for anyone looking to carve out a fulfilling career in the dynamic world of marketing.
Navigating a career in marketing can often feel overwhelming - I certainly felt this when I was finding my way into the digital world. With so many different routes to choose from, it can be difficult to decipher which one is right for you! But the good news is that marketing offers a diverse range of opportunities, allowing you to tailor your career to your strengths and interests.
Whether you're just beginning your journey or looking to pivot within the industry, understanding the landscape is crucial. By detailing my own experiences and sharing my learnings along the way, this blog post will (hopefully) provide you with the encouragement and key insights to help you carve out a successful path in the ever-evolving marketing world.
How Francessca's Journey Led Her To A Career In Marketing
From the age of 10, I always knew I wanted to work in the media or the wider marketing field. Perhaps the biggest giveaway was when other children my age would be playing outside, and I would be inside creating my magazine series (I would even channel my very own psychic Sally and script horoscope segments!). My love for the field continued to grow throughout my school years, too. When the time came to apply to university, I knew that studying for a media degree was the right pathway for me.
Or so I thought I did…
Due to personal circumstances, I found the university lifestyle challenging, and I’m not embarrassed to admit that it took me a few years to find both the establishment and the course for me. I found myself rushing into making decisions to pick tailored courses (Media & Comms or Fashion Marketing) and new cities to live in, but the truth is I wasn’t ready.
In 2019, I decided that the ‘typical’ university lifestyle just wasn’t the right pathway (there were a lot of factors that played a part in this, but I won’t bore you with the details today!). Yet, I still had this fire in my belly, eager to learn so much more about the industry, as I knew there was something in it for me. So, I enrolled at The University of Essex and started a Business and Marketing BA, through distance learning. I had finally found my place. Not only was I now doing a degree course that allowed me to dip my toes into a variety of marketing areas (as I was still unsure of my favourite), but I was also able to work on the side as a result of my flexible lecture hours. That’s when I decided to apply for a Digital PR Internship at Digitaloft.
Did I know what Digital PR was when I applied? Not at all (sorry James). But did I have the willingness to learn? Absolutely! So without any real prior experience, I was offered the job. Ever since, I have continued my journey at Digitaloft, securing my First Class Degree, and progressing to be the company's Marketing & Business Development Manager.
The reason I am sharing my experience is to demonstrate that you don’t have to take that ‘typical’ pathway to get a job in marketing, nor do you even need a degree! (Check out Ruby’s blog post for more info on this). As long as you have the desire to learn and the determination to make a difference, you can put your mind to any career in the industry.
How To Find Your Niche In Marketing
Marketing is present in every organisation in some way or another, and so this makes it an incredibly broad field with various career paths, each offering unique opportunities and challenges. But, understanding the different roles within marketing can help you identify where your interests and strengths lie.
1. Digital Marketing
It focuses on online channels such as social media, email, SEO, Digital PR, and PPC to drive traffic and engage customers. You can read more about it here.
What You Might Enjoy: If you’re the type of person who’s always on top of the latest online trends, enjoys tweaking your social media profiles, or is curious about how ads pop up based on your browsing habits, digital marketing could be a great fit. This field is perfect for those who like a fast-paced environment and are comfortable adapting to new tools and strategies.
Who You Are: You’re someone who loves exploring new technologies, enjoys working with social media, and likes the idea of using data to see what’s working and what isn’t.
2. Content Marketing
This involves creating and distributing valuable, relevant content to attract and retain a clearly defined audience. You can read more about it here.
What You Might Enjoy: If you love writing blogs, making videos, or creating social media posts that grab attention, content marketing might be your niche. This path is great for those who like crafting messages that connect with people and enjoy the process of creating content that educates, entertains, or inspires.
Who You Are: You’re creative and enjoy telling stories, whether through writing, videos, or visuals. You’re good at understanding what people want to hear and finding the best way to say it.
3. Brand Management
It centres around maintaining and enhancing a brand's image, ensuring consistency across all marketing efforts. You can read more about it here.
What You Might Enjoy: If you’re fascinated by how companies build their brands, from logos to advertising, and want to shape how the world sees a brand, brand management could be the path for you. This role is great for those who like working on creative projects, leading teams, and ensuring that everything a brand does is consistent with its image and values.
Who You Are: You have a strong sense of how things should look and feel, and you’re good at seeing the big picture. You’re interested in how brands create their identity and how the public perceives them.
4. Research and Analytics
For this path, you tend to use data to understand market trends, consumer behaviour, and the effectiveness of marketing campaigns. You can read more about it here.
What You Might Enjoy: If you’re someone who enjoys solving puzzles, looking at data, and understanding trends, a career in marketing research and analytics might be a good fit. This area is for those who like digging into data to find insights that can help guide marketing strategies and understand customer behaviour.
Who You Are: You’re detail-oriented and enjoy working with numbers. You like figuring out why things happen the way they do and using that information to make decisions.
5. Traditional Public Relations
Traditionally, what you will be taught at university involves managing a company's reputation and creating positive relationships with the public and media. You can read more about it here.
What You Might Enjoy: If you’re interested in how companies manage their reputation and want to be the person who crafts the messages that keep a brand in a positive light, public relations could be your niche. This role is ideal for those who are great at writing, enjoy interacting with people, and are skilled at thinking on their feet, especially in challenging situations.
Who You Are: You’re a natural communicator who enjoys building relationships and managing how others perceive things. You’re calm under pressure and good at handling unexpected situations.
6. Influencer Marketing
Influencer marketing is focused on partnering with social media influencers or other online personalities to promote products or services. This role involves identifying the right influencers, negotiating collaborations, and managing campaigns that leverage the influencer’s reach and credibility to connect with their audience. You can read more about it here.
What You Might Enjoy: If you’re passionate about social media, enjoy following trends, and like the idea of working with influential personalities, influencer marketing could be your niche. This role is ideal for those who understand the power of social influence and are skilled at building and managing relationships.
Who You Are: You’re social media-savvy, enjoy networking, and have a good eye for spotting trends and talent. You’re strategic in thinking about how to leverage influencers’ audiences to achieve marketing goals, and you’re motivated by the creative collaboration that comes with these partnerships.
7. Affiliate Marketing
Affiliate marketing involves partnering with other businesses or individuals to promote your product or service in exchange for a commission on sales or leads generated. This role includes managing relationships with affiliates, tracking performance, and optimising campaigns for maximum return on investment. You can read more about it here.
What You Might Enjoy: If you’re interested in building partnerships and enjoy negotiating deals that benefit both parties, affiliate marketing could be your path. It’s ideal for those who are strategic thinkers and enjoy working in a results-oriented environment.
Who You Are: You’re a relationship-builder with strong negotiation skills. You enjoy working with partners to create win-win situations and are motivated by driving measurable results.
By exploring these options, you can start to envision which area of marketing excites you the most, helping to guide your next steps in building a successful career.
How To Get Into The Marketing Industry and Finding The Right Industry For You
There is no one-size-fits-all approach to navigating a career in marketing, nor is there a one-size-fits-all method of entry. However, what remains a consistent factor throughout all marketing careers is an underlying determination to learn and grow.
If you're ready to kick-start your career and develop your marketing skills, here are some key paths to consider. Note, you can commit to just one, or a combination of the below - it’s your journey and it’s absolutely fine to partake in a little trial and error (I certainly did!).
Marketing Degrees: Earning a marketing degree gives you a solid grasp of industry fundamentals, along with practical strategies to drive business success.
Marketing Courses: Stand out by earning certifications in marketing. There are countless online courses, both free and paid, to help you learn about different aspects of marketing and build on core skills such as communication, creativity and data analysis. My personal favourites are those from the Girls in Marketing team!
Volunteer: Demonstrate your marketing skills by getting hands-on experience. Volunteer for local businesses to build your portfolio and learn the ropes in real-world settings. I reached out to my local charity shop and supported them on their Facebook marketing.
Entry-Level Roles: Entry-level roles, such as Marketing Assistants or Social Media Coordinators, can offer invaluable opportunities and training agendas, as well as real-life business experience and platforms for in-house progression. Be sure to check out internship and apprenticeship programmes too, as these can also serve as a stepping stone into the industry. Regularly check out job platforms like Indeed, or Glassdoor, as well as local company LinkedIn pages to see what roles are available.
How To Gain Relevant Experience In The Marketing Industry
To support your development, due to the nature of the marketing world, I would also say that keeping your finger on the pulse is fundamental. By this I mean, keeping up to date with all of the latest industry happenings, while working on personal projects to boost your portfolio.
Below are just several ways you can keep your finger on the pulse, and gain relevant experience to support your career.
Subscribe to Industry Newsletters: Hello, PR Insider!
Listen to Industry Podcasts: From Blame It On Marketing to The PR Podcast, there are hundreds of fantastic podcasts to choose from.
Attend Industry-Specific Networking Events: There are always events taking place within the industry, for those just starting out, I would recommend events run by Pretty Little Marketers, or for those in PR - I have to plug The Digital PR Summit here! But don’t just attend, get involved! Be curious and introduce yourself to other attendees.
Work With a Mentor or Join Marketing Communities: Partnering with a mentor or joining a marketing community, e.g., Girls In Marketing, can fast-track your learning by providing valuable insights, networking opportunities, and personalised guidance.
Participate in Marketing Challenges or Competitions: Participating in marketing challenges can help you hone your skills, gain practical experience, and showcase your creativity while building a portfolio that stands out to potential employers.
Build Your Personal Brand: Whether you work on a personal project, write blogs for industry publications, or share your journey on social media, you’re supporting the development of your personal brand - and this is so important to help you stand out in the industry.
Your personal brand is how you promote yourself. It is the unique combination of skills, experience, values, and personality that differentiates you. Everyone has their brand. Just like with corporate brands, people will perceive you in a certain way. By taking charge of your personal brand, you can determine what people think and feel when they interact with you. Your personal brand is the one thing that will differentiate you and give you that ✨extra sparkle✨ .
Navigating a marketing career is all about adaptability, continuous learning, and creating strong networks. With no one-size-fits-all entry into the industry, my biggest piece of advice would be to tailor your pathway to satisfy your interests. Note here, you don’t have to have this pathway detailed from the get-go either!
Be open to trying new things, stay curious, and be prepared to change your mind as you take the time to find your niche. And, don’t forget, the university isn’t the be-all and end-all in this industry - you can absolutely get your foot in the door without a degree as long as you demonstrate your determination, willingness to learn and ambition.
Finally, take the time to build your personal brand. This really is your most valuable asset; it’s what makes you unique and memorable. So, take charge of it, and let it sparkle as you navigate your career in marketing.
For further information, you can get in touch with Francessca by contacting her directly at: francessca@digitaloft.co.uk. You can also follow her on LinkedIn and X.
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