What's your role at Emma like?
Emma is a global sleep brand and my role, as an influencer marketing manager, is to provide strategic influencer marketing (IM) guidance to the markets that promote this channel. I have two main responsibilities – grow the German and Austrian IM channels and manage the performance marketing subteam. For the market-facing role, I work closely with the marketing managers of Germany and Austria to identify the key performance indicators (KPIs) of influencers, generate influencer performance reports, and provide strategic next steps for channel growth. For the performance marketing role, I collate and analyze global IM metrics to identify opportunities to increase revenue and strengthen the quality of influencer acquisition. Overall, I've enjoyed this role very much because it balances both my creative and analytical sides.
What's your background?
I am a career-driven person and, growing up, I believed that I would be able to find a job I love and I look forward to doing it every day. With this in mind, I knew I wanted a career that would exercise my creativity and strategic thinking which then lead me to market. I enjoyed my marketing classes at Ateneo de Manila University and I thought this would pass on to the job I would get after college. However, this was not the case. I went through 3 different companies within 2 years because I was not able to find a role and a job environment that was empowering for me. Luckily enough, my friend referred me to Emma and I was thankful ever since. Emma's work culture is definitely the best out of all the companies I've been in and my role as Influencer Marketing Manager consistently challenges and excites me. I can now say that I've found a job that I love and look forward to doing every day.
What's the coolest thing about your role?
Something that I find very enjoyable in Emma is being able to work with people of different ethnicities. It's refreshing to learn about each others' cultures and there's always something new to talk about. In our team, we are encouraged to do personal check-ins where we update the team about our day and how we're feeling before we dive into work topics. This practice helps us become closer to each other as well as keep our sanity in check. Overall, working with Emmies has been a good experience.
What can you say you are proud of accomplishing at Emma?
I have 2 main accomplishments that I’m very proud of. The first is growing the influencer marketing channel in Germany by 60% in under 4 months. Germany is one of the biggest markets in Emma and is the birthplace of the company so there were high expectations to perform well. My team lead and the German country lead were able to trust me with it even as a new employee to the company. The second is taking ownership of the performance marketing subteam. I never knew that data analysis was something that I would be good at and that I would enjoy. Now the subteam is become a top contributor to the whole global influencer marketing team and is able to provide strategic recommendations for various IM markets.
What’s the toughest part of your role?
The toughest part of my role is setting up structures and workstreams that never existed before. Because Emma is a start-up and the influencer marketing channel is quite new, there are still missing processes that we encounter regularly. If we are not proactive in solving these issues, then it gets difficult to bring in results and our overall performance would drop. However, these problems challenge me to work smarter and to initiate projects to establish better foundations. This provides me with an avenue to meet various teams in Emma and expand my understanding of the business as a whole.
3 pieces of advice for yourself when you were a student...