Day in the Life: Marketing executive
My morning: I live near Ellon, so I’m up bright and early and ready to be at my desk for a 9am start – although I’m usually in earlier than that. The great thing about the job is that no two days are the same, with lots of variety to keep things interesting.
After catching up with emails and reading the newspapers and key websites to keep on top of news and features relating to Bon Accord & St Nicholas, mornings tend to be set aside for meetings. The nature of our business means that we are working with lots of different people in all sorts of capacities to make sure the marketing mix is just right.
A typical morning might involve working with our creative agency to firm up details for a photo shoot showcasing the latest trends stocked in the centres, liaising with our PR team on newspaper and magazine opportunities, conference calls with the London-based marketing teams of some of the key retailers to ensure we’re dovetailing with their activity or conversations with new retailers about launch plans.
With so many big names in clothes – including Topshop, River Island, Oasis and Miss Selfridge – there is a big focus on fashion in the centres. New ranges and exclusive products can create a lot of interest and that all helps to create a buzz.
My lunchtime: We’re fortunate at Bon Accord & St Nicholas to have fantastic restaurants all under one roof. More often than not lunch is fitted around meetings, but it is great to be able to have the option to sit down when there is time.
It is important that we really understand what makes the centres work and the best way to do that is by being out and about for at least part of the day, seeing the centres through the eyes of visitors and understanding what we do well and what we can do even better.
Speaking day-to-day with the teams on the ground at the various retailers is a big part of that process too and it is always energising to see the enthusiasm everyone has for what we do. Although the centres are made up of lots of individual retailers, there’s a real sense of teamwork. Our role in managing the centre is to help pull that effort together and to add our own value through our marketing activity. There are a lot of great things to shout about.
My afternoon: Social media is becoming more and more central to promoting Bon Accord & St Nicholas, although it is still just part of the marketing mix. Newspaper advertising is fantastic to showcase the stunning creative work we have done to coincide with the summer season and we have also been active with outdoor advertising too. I set aside time in the afternoon to make sure our Facebook page and Twitter is updated, particularly when we have a busy programme of events to publicise. We try to keep content current, interesting and snappy and it is great to be able to interact with our followers. What comes across is a real feelgood factor in Aberdeen at present.
A portion of the afternoon is also dedicated to planning events – with different ideas for different seasons. Over the summer holidays we will have everything from magic shows and treasure hunts to the Busy Beasties children’s fair and we plan months in advance to make sure there is something different and fun on offer. We’re already looking ahead to Christmas, so a lot of my time at the moment is gearing up for the festive season’s events – which promise to bring lots of colour and entertainment to the centres.
My evening: I like to keep active in my spare time, whether I’m out and about with friends or keeping myself fit through karate. My dad runs the Aberdeen Karate Club, so I’ve grown up with it and still like to keep involved. It’s great fun and a great way to unwind – but very technical too, you have to stay alert.