How did you get into what you do now?
As I never went to University, I took a less conventional path toward being a CD. At 18 I worked the 4:30am til noon shift in an airport Hugo Boss store; it was very small and very quiet. But I met all kinds of interesting people (usually because they forgot to buy socks) and I dreamed of having a job someday where I too could be paid while travelling the world.
I actually got so bored at work that I got creative when I didn’t have any customers. I was told by a gentleman who wrote for the Guardian to always keep writing - even if nobody’s reading right now. So, I started writing! I wrote for my tumblr, I wrote for blogs, and eventually I had so many articles that I decided to start a magazine.
I thought it would be great if there was a free airport magazine which was actually kind of cool. So I took out a £1,000 loan and put together a newspaper-inspired magazine called Oh My Edinburgh. I stacked them in the terminal and a month later I got approached to work at a new agency called Campfire - they loved the magazine and were looking for a Producer! So I quit my retail job, worked there as a Producer and Copywriter, and learned all about advertising - it was extremely hands on.
When I left Campfire, social media marketing was just getting started. So as someone with a background in traditional advertising, I started freelancing and specialising in social media advertising. I worked with clients to build an organic presence and eventually found my place in user acquisition. My background in advertising and my understanding of social media helped me build strategies that grew some accounts from 10k to 1m followers. My main clients were in tech, and then I was given the opportunity to expand outside social and advertising into product, growth and brand strategy.
Best advice you've ever been given for job interviews?
I’d say as an interviewer, the main thing I look for is someone who’s actively showing interest in the brand or company, as well as who's able to articulate their background. Sometimes people come into the interview ready to sell themselves SO much that they seem more focused on that than coming across excited about the job or mission. Never underestimate the power of having questions to ask your interviewer. I’ve never hired someone who didn’t have questions about the company, mission or bigger picture. And also, have fun! Interviews are just two people sitting down to see if they can vibe professionally.
What questions should someone ask themselves if they're trying to choose a career path?
The most important question you can ask yourself is “what is my dream lifestyle?” - that doesn’t mean how much money you make, what kind of impact you make on an industry, or anything to do with your portfolio. I mean, what is your dream day-to-day life? Is it waking up to nature and being able to take a big walk before you start work? Is it waking up at noon in the middle of NYC after working all night? Is it having a little commute and arriving at a beautiful open office space before 10am? Is it working from home with your family around you?
Choose your ideal lifestyle first. Then choose a career path that follows that and you will never regret your decision. Even if your job kinda sucks on bad days, if you get to clock out to a life you really love, then none of it matters.
