Marketing executive — Ellie James

To secure her career in marketing, Ellie pursued a media, communications and  cultural studies degree at Newcastle University and gained experience managing a local café's social media account

How did you get your job?

I discovered this opportunity through LinkedIn, where CopyClub (now known as UpWorld) had posted a job listing. CopyClub's support extended beyond the initial application, as they connected me with several other relevant roles within the same field. Ultimately, I secured the marketing executive position I initially applied for at Beco in the summer of 2023.

Why did you decide on a career in marketing?

I initially envisioned a career in journalism. However, upon graduating, I felt intimidated by the demands of the field and realised that it no longer aligned with my aspirations. During my final year at Newcastle University, I took a module called fashion communications, which sparked my passion for social media storytelling and brand representation.

Then, just before I went travelling in my gap year, I noticed a newly opened local café struggling to attract customers.I realised their social media wasn't selling them very well or reaching any local audiences either. I offered to manage their social media for a month, determined to amplify their online presence. The experience ignited my passion for social media marketing. Under my management, the café flourished, culminating in a visit from a local YouTuber whose review garnered hundreds of thousands of views. This moment solidified my career aspirations in social media marketing, recognising my ability to effectively convey experiences and engage audiences through social media platforms.

My first paid social media role materialised in the summer of 2022, following my gap year where I joined Bundlee, a baby clothing rental service, as a social content creator.

What's a typical working day like for you?

My day kicks off with responding to comments and messages on social media, reposting tags in stories, and fostering connections with our audience. This is followed by tackling emails, which range from collaborating with ambassadors and creators on content planning - involving briefing, reviewing, and pitching content ideas - to managing monthly giveaways with like-minded brands.

Next, I typically transition into filming and editing in-house content for our organic feed or ads. Amidst these tasks, I dedicate around 20 minutes to scouting for trending social media topics that we can capitalise on.

How relevant is your degree?

Several modules I took at university enhanced the skills I use in my current role, including those that involved filming, such as setting up a blog with its own social media pages for my journalism module in my second year. Then, of course, the fashion communication module sparked my interest in social media management initially, which led me into marketing.

The hands-on experience I gained managing social media for a local café, with its real-world challenges and a sizeable audience, has been more effective in honing my skills than any academic feedback could have been.

What do you enjoy most about your job?

I love working with content creators and our ambassadors. My role involves giving them briefs to create content for us. The reward I feel when they send over their content piece, collaborating, and then seeing it go live is such a rush of pride and excitement. I was recently told I'd made someone feel at home with us, and that's when I realised, I am definitely in the right career.

There's also always something new -each week my tasks vary so much based on if it's a new campaign, adverts to brief, products to discuss, giveaways to announce, content to create. It's ever changing, and it helps me feel more comfortable with change and seeing the excitement in it, too.

What are the challenges?

The ever-changing nature of social media algorithms can be a real challenge. One moment you may be riding high, and the next, the algorithm shifts focus, or a new app or feature emerges, leaving you scrambling to adapt and stay relevant. It's crucial to approach these changes with a curious mindset, viewing them as opportunities for growth rather than obstacles.

Sometimes, your content won't resonate with your audience as you'd hoped. It's easy to feel disheartened when you've invested significant effort into creating something, but it's important to remember that a content flop often reflects factors beyond your control.

What advice can you give to others looking at a career in marketing?

• Set boundaries - Asking for a work phone is so important when working online. Not only is this vital for filming great content , but it's also vital for your mental health to not be receiving constant notifications on your own phone and having your work seeping into your life outside of work hours.
• Don't worry if you feel overwhelmed after graduating - it's okay not to have a clear vision when you start working. To start, reflect on your coursework and identify areas that intrigued you or that you excelled in. Seek opportunities to gain experience in those areas. Your CV has more to offer than you realise.
• Ask colleagues for inspiration and ideas - it's okay to ask around, that's what they're there for. You don't have to have ALL the ideas, let them help you, and you'll find sometimes something they come up with you end up building on.

Find out more

• Discover how to get into digital marketing.
• Consider our 5 tips for getting media work experience.
• Read our guidance on using social media to job hunt.
• Explore the responsibilities of a marketing executive.