Career Conversations: Richard – Digital Marketing Manager
For our latest ‘Career Conversations’ Insight we spoke to Richard, Digital Marketing Manager at White Stuff to understand more about his role, team and White Stuff career journey thus far.
Q: What is your White Stuff Story?
I joined White Stuff as a Web Assistant in March 2010. I really wanted a career in digital and saw this as a great opportunity to learn how an eCommerce retailer operates and gain some hands-on experience. I remember first walking into Casa Del White Stuff (our London HQ), which is an amazing office, and noting how friendly everyone was; I instantly wanted the job!
We had a relatively small team back then (I think there were just four people in the entire eCommerce team!) so I was initially tasked with building our website home pages and consumer emails as well as looking after our affiliate marketing activities.
As the business grew, our marketing activities increased in volume and sophistication which allowed me to focus solely on our marketing channels. I was then promoted to Digital Marketing Executive and under this new role I was tasked with managing our digital marketing calendar to ensuring key campaigns were communicated across all channels.
Fast forward to my current role of Digital Marketing Manager, within a growing eCommerce team of over 20 colleagues, and I now work on our digital marketing strategy partnering with our Head of eCommerce and Head of Marketing as well as managing an awesome team of three people and a number of external Agencies and Partners.
Q: Tell us more about the Digital Marketing function at White Stuff?
The Digital Marketing function covers a diverse range of responsibilities at White Stuff ranging from the creative to the technical. We directly manage several key channels – Email, Paid Search, SEO, Display, Affiliates and Paid Social; working closely with many internal departments such as eCommerce, Marketing, CRM, Creative, Buying and Merchandising as well as industry leading agencies and tech partners.
In addition to running the day to day marketing activities we are always looking to optimise and improve everything we are doing and employ a data-led ‘test and learn’ approach where possible. We also ensure we are abreast of industry developments and innovations ensuring White stuff are at the cutting edge of technology and best practice.
Q: What are the key focuses or projects that the team are working on currently?
There are lots of exciting projects currently happening at White Stuff; we are implementing a more sophisticated analytics platform which will give us new insights into our marketing activities, which I am super excited about. We are also currently implementing some new technology on our consumer website which will allow us to begin to personalise content for customers based on what products they like and types of content they are specifically interested in.
We’re also currently working on some cool artificial intelligence innovations and recently launched our first video ad campaign on Youtube too!
Q: What advice would you give someone looking to start a career within Digital Marketing?
In the last 10+ years the digital marketing industry has matured and become much more specialised. I was fortunate that in my early career I worked hands on as an assistant across different marketing channels which has given me a broad understanding so I would always recommend that route if you are unsure of which area you want to focus on.
If you already have a specific area that you have a passion for then I would advise to continue with your research and knowledge within it; keep updated on the latest industry trends as there are so many great resources available online for free such as ‘Think With Google’ and Econsultancy. I love it when people show a real passion for digital!
Q: What is your fondest memory from your time at White Stuff thus far?
The parties are pretty epic! Especially the Halloween parties – the competition for best outfit can be very intense. We’ll have live bands playing in the office and our very own little pub which I think is quite unique.
I’m also a real dog lover so I enjoy making new four-legged friends with those who come to the office with their humans; some of whom I’ve seen grow up from their first day with us as a puppy!
If you’d like to explore opportunities to join the team, check out all current vacancies here.