Welcome to the third issue of our Day In The Life series, a new initiative from the Marketing Institute in which we've asked some of our Members to share what it is like to be in their shoes.
They've accepted to tell us about their role, key career moves, daily challenges and aspirations so that our readers can benefit from these great marketers' experience.
Today, we are talking to Agnes Healy, Marketing Manager at DoneDeal.
The Marketing Institute: What does a Marketing Manager do?
Agnes Healy: In my view the role of a Marketing Manager is to lead the marketing department of a company to create excellent marketing plans and campaigns to achieve the organisational goals and drive success and growth for the business. Everything we do should improve the public’s perception of our organisation.
MII: What were your key career moves to get to your current role?
A.H: When it comes to being a Marketing Manager I believe that experience is key. Before joining DoneDeal I spent six years in marketing which gave me a very solid grounding. I also completed a Masters in Business Studies specialising in Marketing from Waterford Institute of Technology, which has benefitted me immensely and helped me navigate the tricky career path from entry level to senior level.
MII: What is the biggest challenge you face in your role?
A.H: One of the biggest challenges I find is measuring offline campaigns. When it comes to tracking digital campaigns it is very straightforward but offline campaigns, such as radio and TV on the other hand are extremely difficult! With a site like DoneDeal and the large volume of traffic it receives daily, many factors attribute to changes in traffic. General things such as good weather, big sporting events, seasonal holidays and even time of day can influence the volume of traffic to the website, which are out of our control and can be hard to monitor.
MII: What key skills do you need to be effective in your role?
A.H: With the huge array of sections and verticals on DoneDeal, being able to prioritise and make decisions quickly is a must. In my role at DoneDeal, it is vital to know what to focus on and what needs urgent attention. Collaboration and team leadership are also key skills needed, as my day-to-day function involves leading a marketing team of three people, working with other departments across DoneDeal. I also manage agencies to develop and execute effective marketing plans to drive growth for the business.
MII: Describe a typical working day.
A.H: In my experience there is no such thing as a typical day in a marketing role. Each day is different and full of diversity! That is what I love most about my job. My main role each day is to lead the marketing team to develop and execute new campaigns to help DoneDeal maintain its position as the leading online classified adverts website in Ireland and keep us at the top of mind for customers. I also work with internal and external resources to help to build the DoneDeal brand and continuing to grow traffic and ad volume to the site. Of course there are a number of key tasks that need to be completed each day like traffic statistic reports, reports on campaigns and always liaising with colleagues to make sure there are no issues that will affect DoneDeal’s reputation. Budget management and reporting are two very important tasks that must be concentrated on daily! I also spend a vast majority of my time working with external suppliers such as media planning, PR, and creative agencies. DoneDeal is based in Wexford so the role involves regular trips to Dublin.
As Marketing Manager for DoneDeal, I get volumes covered in a day, and most importantly, I work with a team of great people who I learn from every day.
MII: What do you love most about your role?
A.H: One thing that I really love about working in DoneDeal is the charity month initiative. In February 2010, DoneDeal launched a bi-monthly charity initiative as a way of giving something back to charities and social causes in the wider community. Every second month, three charities are chosen by three different members of the DoneDeal team and for the duration of that month, 10% of the cost of placing an advert with DoneDeal goes directly to these designated charities. Since the launch of this initiative, DoneDeal has donated over €1,200,000 to numerous charities in Ireland. It’s a fantastic charity initiative and all the staff at DoneDeal are extremely proud of the money we help to raise for worthy charities across Ireland. It is great to be able to help these charities fund important projects and purchase much needed equipment.
Another amazing benefit of working in DoneDeal is the company culture, which can be summed up as ‘small and friendly’. I work with a great team of people, which is most important in any job!
MII: Looking ahead, where might your career path lead to next?
A.H: At the moment I am very happy in my current role but in a dynamic organisation like DoneDeal and Distilled SCH who knows what the future holds!
MII: To whom do you look for professional inspiration in your role?
A.H: I’m incredibly lucky in that I really don’t have to look far for professional inspiration; all I have to do is look around the office. We have some of the best people in Ireland working in every part of our business in Wexford. There’s an atmosphere and sense of teamwork in the office that I’m proud to say is unlike anywhere else I’ve ever worked.
If I did have to pick someone outside of that, recently at an event I did see Pat Divilly present and I was very impressed! I feel he has a great drive and such an amazing story behind his career path!