From astrophysics to account management: Click Consult’s path to digital marketing success

Have you ever wondered what it takes to begin a career in digital marketing? We asked our employees about their unique career journeys, the skills they believe are most important to succeed and what challenges they faced in the process.

Educational Journeys

Marketing Education in Action

For some Click Consult employees, there was a natural progression from their academic studies to a career in digital marketing. Amy Stuart, Head of Client Services, discovered her passion for marketing while completing her Business Management degree. Although she initially planned a different career path, she ultimately found her niche in account management and progressed to her current marketing leadership role at Click.

Similarly, Content Marketing and Social Media Executive, Isabella Meerdink, took an interest in business and marketing early on as shows like Inside Missguided and Breaking Fashion introduced her to how marketing has the power to shape businesses. She continued to enjoy her business courses at A-level and went on to complete a degree in Business with Marketing, which led her directly to her current role at Click.

Account Manager Jess Mclear’s Public Relations and Marketing degree provided a solid foundation for understanding the broader marketing landscape. However, she quickly recognised the growing importance of digital marketing, leading her to pursue a career in the field. Even Chris Croft, whose initial focus was a Business degree, discovered his passion for digital marketing through early career experiences in email marketing and PPC, ultimately leading him to his current role as Paid Media Executive.

Beyond the Marketing Degree

A consistent theme throughout our interviews is that a marketing degree is not a prerequisite for success in the field. Many colleagues entered digital marketing from diverse academic and professional backgrounds.

Charlotte Chapman’s journey is a prime example, as her initial interest in diagnostic radiography eventually led her to a degree in Computer Information Systems, giving her skills in coding that proved invaluable in her first digital marketing role as an SEO Programmer. Similarly, Emily Clark’s background in Animal Behaviour didn’t deter her from pursuing a career in marketing. After spending some time in retail, she joined Click as a Content and Outreach Executive through an apprenticeship, and was ultimately hired as a full-time Content Marketing Executive.

Greg Whitaker’s path to becoming a Senior User Focused Content Strategist also highlights the value of transferable skills. With a background in politics and journalism, his passion for writing led him to a digital marketing career. Similarly, Hannah Richardson’s foundation degree in Astrophysics, while seemingly unrelated, provided her with experience in data analysis, which, combined with her practical experience in retail and managing social media, contributed to her skillset as a social media executive.

Sabina Rana’s career journey is a good example of taking opportunities when they are presented. Initially studying Chinese Medicine but switching to Broadcasting, Journalism, and Media Communications, she started working as a content writer for a digital marketing agency, facilitated by a Government scheme. Her knowledge of PPC and marketing steadily increased and she took a crash course on Google Ads, all contributing to her current role as Account Director. Even David Gossage, initially studying nanotechnology, reignited his early interest in web development whilst studying for his PhD and transitioned into a digital marketing role after years of job-hopping.

Career Progression

Career progression takes many forms, with individuals finding their own paths to success within the digital marketing field. For some, this means progressing in a particular specialisation. Charlotte began her journey as a graduate SEO programmer and steadily progressed, becoming SEO Executive, then Senior SEO Executive, Head of Technical SEO, before ultimately landing in her current role as Head of SEO. Amy demonstrates a similar progression, starting as a Key Account Manager, she has since risen to Head of Client Services, a role that allows her to be more involved in performance reviews and formulating strategies as a point of escalation.

For others, career growth involved expanding their technical knowledge and exploring new areas within digital marketing. Chris has broadened his expertise to include conversion rate optimisation and has been able to apply this knowledge when enhancing client websites. Similarly, Dave has utilised his in-depth understanding of SEO to work on major eCommerce sites like LOOKFANTASTIC and Tesco.

The introduction of Google’s EEAT guidelines led Greg and the content team to focus on User Focused Content, a hybrid approach that bridges the gap between traditional content and SEO. Hannah and Isabella’s career paths highlight the fluidity of roles within an agency. Starting in the sales team, Hannah transitioned into Organic Social, aligning more with her passions and experience using social media. Isabella expanded her role to include both content marketing and organic social.

Essential Skills

We asked our employees for their advice for aspiring digital marketers, including the key personality traits and qualities needed to succeed.

• Adaptability and a willingness to learn were mentioned often, due to how fast the digital marketing field changes. Being open to learning new tools and keeping up with trends and algorithm updates is crucial. Also highlighted was the importance of adapting to changes and aligning strategies with broader business objectives. Strong analytical skills are equally important, including the ability to analyse data and think strategically with a creative edge.
• Effective communication is key for successful collaboration and client management. Being a ‘people person’ with good collaboration skills is considered a valuable trait. Confidence, approachability, and strong conversational skills are also essential.
• Technical proficiency, particularly with relevant software and platforms, good IT knowledge and familiarity with various tools are important. Problem-solving abilities especially in SEO, are emphasised, as strategies that work for one client might not work for another.
• Creativity plays a vital role in crafting engaging content and developing innovative campaigns. Thinking creatively about client growth and developing resonant content are key aspects of this.
• Having an academic background in digital marketing can be beneficial; however, practical experience can sometimes give you the edge. Gaining as much experience as possible, including hands-on experience and on-the-job learning, is highly recommended, as the digital marketing field is constantly evolving.

Gender Diversity and Challenges

We asked our employees to share the challenges they faced breaking into the industry, with a particular focus on the experiences of our female colleagues.

Several employees highlighted the steep learning curve involved in becoming proficient in the various facets of digital marketing, from SEO to advanced tools and platforms. Others emphasised the challenge of breaking into the industry without prior specific experience. Dave spoke about the difficulties posed by having a speech impediment during job interviews, leading him to focus on demonstrating his knowledge using specific examples and successful case studies. Emily noted the challenge of transitioning to client-facing roles with little prior experience, and Sabina pointed out the industry’s emphasis on experience over formal education.

A More Inclusive Future

While some female employees felt that the digital marketing industry is not male-dominated, others perceived it to be, particularly in areas like SEO and PPC. Some specifically noted experiencing misogyny, sexism and sexual abuse in previous workplaces, highlighting the challenges women can face in this field.

Despite this, there’s a consensus that the industry is becoming more gender-diverse. Amy has observed positive changes, noting many Heads of Department or Directors are female, and Charlotte has seen more women entering the industry with valuable experiences and ideas.

When asked to give advice to young women interested in pursuing a career in digital marketing our female employees encouraged them to take the leap and pursue digital marketing careers, as the industry is becoming more inclusive. Work hard, keep up with industry news, and don’t be afraid to make mistakes. Don’t be put off by traditionally male-dominated sectors, and remember the importance of confidence and self-advocacy. Believe in yourself and your ideas, and don’t let anyone gaslight you. Seek support from ‘girls in marketing’ groups if needed. Finally, believe in your abilities, voice your ideas, and invest in continuous learning.