Mel Fraser

Digital Marketing Executive

So, who are you and what do you do?

Hey, I’m Mel. I’m an Edinburgh based digital marketing executive for Isobar UK&I and I joined in mid-October, I’m still a quite a newbie. 

 

Tell us a bit about your background

Sure, so I did my PR, Marketing and Events Management degree at Queen Margaret University because although I knew I wanted to do marketing from the outset, I thought it would be helpful to understand all three disciplines. While I was studying I always kept myself super busy, building my skills and portfolio.

Throughout the 4 years I studied I did internships and I worked freelance for a number of clients from destination marketing to social enterprises. I did a 6-month digital internship with the Isobar creative agency, Whitespace. While I was there, I met a lot of great people, got my foot in the door and it eventually led to a full-time role.

 

What does your normal working day look like?

A normal day for me includes creating visual content and copywriting for our social media channels, writing content for our website and drilling down into the data gathered on Google Analytics. As creative as my job is, it’s so important to understand to know what works and what doesn’t.

 

What skills and expertise do you need to be good at your job?

I think you need to be a people person; a lot of my role is gathering intel on the exciting projects and campaigns Isobar have been working on. Having a good relationship with the team is key, so they will keep me in the loop. You also have to be comfortable taking on the desired ‘voice’ of the brand, so answering messages and engaging in the comments section. It also helps to have a keen eye on the public sphere, social media is reactive and that is one of my favourite things about it.   

 

What’s your favourite thing about your role?

Oh wow, so many things! I love being in a job that allows me to be creative yet also analytical. I also love being part of a global organisation like Isobar, I always feel like the opportunities to learn and grow are endless.   

 
Do you have any advice for someone starting out in their career?

I would say get yourself on LinkedIn, gather as much experience as you can and be pro-active. Even in a part-time restaurant or shop job, why not offer to set up or run their social channels?

Practicing content creation and scheduling posts is a great way to get a taste for digital marketing. Also, check out the google digital garage online, they have some great free courses which cover the fundamentals.