Q&A with Digital Marketing Executive, Aoife Robinson

In the ever-evolving realm of marketing, success stories are often born from passion, dedication, and a keen eye for emerging trends. At Next Chapter, one such success story is embodied by Aoife Robinson, our Digital Marketing Executive. Join us as we dive into Aoife’s journey from an apprentice to an indispensable part of our team, gaining invaluable insights along the way.

Q: What made you want to go into the world of marketing?

  A: My interest in marketing sparked from witnessing businesses undergo remarkable transformations upon developing their marketing strategies. This interest was further kindled by observing my parents’ journey with their company, Horto. They started with no marketing and evolved into a business with a well-defined marketing strategy. My dad played a significant role in igniting my enthusiasm for this career, emphasising its value and the enjoyment it offers.  

Q2: Did you always want to work in an agency, and if not, why?

A: Working in an agency was always my goal when starting my career in marketing. My professional career started working in-house which gave me great insight into the differences; however, I always knew it was an agency I wanted to be a part of. The reason for this being you get to work with a diverse range of clients, and work alongside a larger team of talented specialists.  

Q3: What tips would you give someone who is interested in working for an agency or in marketing?

A: My advice would be to stay updated on industry trends. The marketing landscape evolves rapidly due to technological advancements, shifts in consumer behaviour, and changes in market dynamics. Keeping abreast of trends, whether in social media or SEO and algorithm updates, is vital in this fast-paced environment.

Q4: What is one of your favourite things clients say to you?

A: One of my favourite things clients say to me is when they are pleased with the work I have produced. We are very lucky to have such great clients that are happy to give feedback on our work, whether that’s constructive critique or praise. This also helps motivate me to go the extra mile to produce work that exceeds their expectations.

Q5: Tell us an anonymous funny story from your working past?

A: When I was younger and still at school, I worked part-time in a luxury 5* hotel, and one evening there was an event with a few celebrities, and as I was placing wine down on the table, I hit a famous DJ on the head with the bottle… not ideal.

Q6: How has your outlook and approach to marketing grown and developed since your first role in marketing?

A: When I first entered the industry, I had a relatively narrow perspective and relied on traditional and sometimes outdated marketing tactics. Since I have joined an agency with a great range of specialists in the industry, I have gained valuable insights and experiences that have shaped my approach, as well as learning more about areas like SEOto give me a more well-rounded approach to our strategies.  

Q7: What are you most excited about in the world of marketing?

A: I’m most excited about the evolving landscape of marketing. The strategies we employ today will eventually become the new standard. Personalised ads beamed into headsets and VR ads, immersing individuals in three-dimensional marketing experiences, are just a couple of trends I foresee becoming integral to everyday marketing strategies.

Q8: Do you have a favourite campaign you have worked on with Next Chapter? Or ever?

A: I have two favourites. First, a PPC Ad campaign for DENTON, where we boldly used the headline ‘Did You Mean DENTON?’ for competitor searches. It aligned perfectly with our brand message as disruptors. Another favourite is our collaboration with Pulse Fibre, witnessing their growth and evolution from startup to the present day.

Q9: Do you have a style of marketing you personally resonate with?

A: Social Media Marketingis my go-to. Growing up with social media, I’ve witnessed its evolution from casual sharing of experiences to a powerful marketing tool, especially with the rise of influencers.

Q10: Where do you see yourself progressing over the next 5 and 10?

A: Over the next five years, I see myself advancing within Next Chapter, aiming to acquire the skills and experience needed to manage a small team. In ten years, my goal is to reach a high-level position, possibly as the head of marketing.

Q11: What are some of your proudest achievements/memories since working at Next Chapter?  

A: As I began my journey at Next Chapter as a Marketing Apprentice, one of my proudest moments was being offered a permanent position after completing my apprenticeship. Additionally, achieving the highest possible grade in that apprenticeship was a significant milestone.

Q12: Tell us honestly – what are Charlie Hartley and Daniel Swepson like as managers?

  A: I’m not just saying this as I know they will most likely read this, but I have never worked for a better set of people. Both Danieland Charliereally value each individual and have helped me grow not only in my work life, but also personally. Plus, we all have a laugh and spend a lot of time together as an agency going for meals, drinks, and other fun activities.

Q13: What would be your dream client to work with at Next Chapter?

A: I’ve always been drawn to the idea of partnering with a local company from Harrogate, such as Slingsby’s Gin. Their reputation and the fact that their rhubarb gin happens to be a personal favourite make them an appealing choice.

Q14: What industries are you personally interested in?

A: I have a personal interest in the homeware and fashion industries. Homeware appeals to my passion for interior design and home decor, while fashion is an industry I engage with the most digitally.

Q15: Just for fun – which 3 people would you invite to your fantasy dinner and why? (Dead or alive, celeb or not, anything goes really)

A: This is about to be a very random mix of people, but I would love to have:

– Winston Churchill – I’m into my History and would love to know what it was like leading England during the second world war.

– Mick Hucknall from Simply Red – they are one of my favourite bands and actually the first band I ever saw live when I was three, so they hold a special place in my heart.

– Karen Brady – she is someone I look up to and admire. She is rated among the 50 most inspirational people in the world. She is passionate about business and the promotion of women in business in the UK.

Q16: AI is the talk of the town – do you think we are all about to lose our jobs?

A: I can see why this is a topic that is being heavily discussed, especially in this industry. However, I don’t think we are all about to lose our jobs as the only way AIcan work to the best of its ability is with input from a human. AI lacks that human emotion which can be seen across writing, and it is something that is imperative to have in marketing as you are marketing to other humans.

Q17: What would be your specialist subject on Mastermind?

A: This is an extremely easy answer. Friends.

Q18: If you met someone on their first day working at Next Chapter, what would be your 5 top tips to help them settle in?

A: My top 5 tips would be:

– Be like a sponge and absorb everything as we work in such a great team of specialists and you really can learn something new every day.

– Work as hard as you can as it will be recognised and rewarded.

– Enjoy it. The thing that makes this industry so fun is the creative aspect of it. Usually your best work comes out when you are having fun with it.

– No question is a stupid question. Everyone in the team has had their first day here, and everyone is more than happy to help answer any questions, as we probably all had the same questions.

– Be prepared that mistakes will happen, and you will learn that these are actually a good thing as they help us grow and learn.

Next Chapter, a social media agency for disruptors

From her early inspiration rooted in her parents’ business to her passion for agency work and staying at the forefront of industry trends, Aoife’s experience and expertise shine through. As we look ahead to the future of marketing, Aoife’s optimism and enthusiasm are infectious. If you want a leading disruptive social media agency or just want some advice from our experts like Aoife, get in touch with us at Next Chapter.