What has your journey to Edelman looked like and how did you get into the communications industry?
I started out in a boutique communications firm where I quickly realised traditional media was not for me! Luckily, the firm was expanding its digital and creative capabilities, so I was able to move seamlessly into learning about the full spectrum of integrated services we offered. Those few years taught me the basics – from website and app development and building creative toolkits to developing digital strategies, managing social channels and running influencer programmes.
I then moved to Ogilvy as a digital strategist based in Hong Kong. There, I learnt more about the value of bringing integrated skills together for clients. I was also privileged to work with creatives day in, day out to come up with fun and impactful ideas to engage our clients’ key audiences across multiple touchpoints.
Then three years ago I joined Edelman because I wanted to move beyond creative ideation into delivering earned first storytelling campaigns. I started in the brand practice, then moved into corporate before taking on my current EMEA role focused on integration. It’s a constantly evolving journey and I can’t wait to see what’s next!
What achievement are you most proud of?
The work I've done to grow one of my main accounts into one of Edelman’s top clients globally. We started with a digital first remit in London but we now have a team of more than 30 people worldwide offering best-in-class integrated counsel and delivering everything from earned media programmes and events to government delegations and employee engagement. It’s also taken me to Expo 2020 in Dubai and I'm now working with the UAE and SA offices to expand their team.
What do you find most rewarding about the job?
I love problem solving so I really enjoy the work and the relationships built within Edelman and with clients. Yes, there's tough conversations and long hours sometimes but, in this business, we get to see the outcomes of our efforts quite tangibly. Within marketing, there's always the question of how we’re affecting the bottom line but nowadays with digital it's a lot easier to measure success.
What are some of the biggest challenges you’ve faced throughout your time at Edelman?
It took me at least a year to get to grips with our full spectrum of offerings and who to go to for what. In the end, Edelman is a people business, so to truly understand it takes time.
How do you stay motivated?
I love agency life because every day is slightly different. From working with different businesses, teams and specialities to solving the myriad client challenges that crop up, I’m never bored and I’m constantly learning. That’s very motivating.
If you could offer one piece of advice to someone considering a role at Edelman, what would it be?
It’s a fantastic place to learn and develop, no matter where you are in your career. So, take your time to understand what Edelman has to offer, what the opportunities are and where you can add value – because it could be anywhere! You just have to stay curious.
What do you do to relax outside of work?
I’ve completely fallen in love with London since university. It’s a great place to live with unique areas to explore and I really enjoy just walking around its picturesque streets and parks every weekend (weather permitting of course!). I’m constantly finding new exhibitions and cafes and restaurants to visit – all documented on my Instagram food diary. I also love how easy it is to travel around Europe – despite COVID ruining that in recent years!
Our job can be stressful at times and requires us to be constantly switched on. Yoga is a time when I can be fully present for an hour that’s dedicated to myself, away from email notifications, messages and deadlines. So, if you don’t hear from me, I’m probably on the mat!
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