Tell us about your role — what you do, and what does a typical day look like for you?
I work at Sun East Federal Credit Union as the Marketing Campaign Manager. Over the course of a typical day, I’m reviewing the status of our ongoing campaigns, preparing for upcoming campaigns, and diving into our CMS to gain deeper insights about our members that we can leverage for both current and future campaigns.
What’s a common misconception people have about your job or about marketing in your industry?
Thinking that marketing is simply writing emails and social media posts, hoping to create some buzz. A major misconception is not realizing how much data is leveraged in both the creation and the targeting of content.
What’s one marketing tool, habit, or framework you rely on more than anything else right now?
For me, it would be HubSpot, as it’s the engine for much of our marketing output. Every day, I’m reviewing campaign performance, building out segments for upcoming emails, and creating new properties that allow us to better analyze what we’re doing.
What’s the best book you’ve read recently?
“I’ll Never Change My Name: An Immigrant’s American Dream from Ukraine to the USA to Dancing with the Stars” by Val Chmerkovskiy. I’m a big Dancing with the Stars fan, which is what first drew me to the book. However, as I read it, it proved to be a wonderful and inspirational read about the value of hard work and relentless effort in pursuing your dreams.
What are you looking forward to the most for the industry over the next year?
The continued evolution of AI use in marketing. I think there’s so much that can be done, especially in the world of personalization, that AI can make far more scalable than it currently is.
What’s the best piece of career advice you’ve ever received?
Don’t let one bad job drive you out of an industry. Just because a role isn’t a good fit doesn’t mean the work itself is wrong for you. It could be any number of factors. So don’t give up!
What advice would you give to the next generation of marketing leaders?
Embrace AI. Don’t let it do the work for you, but make sure you understand it in a way that enhances what you’re already doing.
When you unplug from work, where are you most likely to be in Philadelphia?
I’m a huge Philly sports fan, so I love whenever I’m able to catch a game in person. That said, it’s hard to beat a night at Citizens Bank Park. Go Phils!
What’s a mistake you made early on in your career?
Early on, I focused too much on simply doing my job well. I would get my work done and feel accomplished rather than using that extra time to continue learning. Now, I’m always pushing forward to improve, whether that’s developing a specific skill, learning new tools, or keeping up with the constant changes in marketing.
What’s one benefit of being an AMA Philadelphia member that you enjoy?
The ability to network with fellow marketers across industries. Since I work in banking, it’s great to connect with and pick the brain of people in other industries, learn about what they’re doing, share what I’m doing, and continue growing in the craft.