A day in the life of Will Ridley

To celebrate the recent launch of Searchability Australia, Liam Harvey has brought back his “Day in the life of” blog series to share insights into different roles within the tech digital sector in some of the most exciting brands in Australia. Most recently he caught up with Will Ridley, who joined Atomic 212 in 2018.

Hi Will, can you tell us what your role is at Atomic 212?

“I am Digital Client Lead and I manage the implementation team and media buying operations for my clients. My role is to be the go between my clients and my team to smoothly run marketing campaigns.”

What kind of skills do you need to be effective in your role as Digital Client Lead?

“Very effective communication, people management soft skills, experience in the job function of the team I manage so I can train them, strong attention to detail and prioritisation.”

What does a typical working day look like for you?

“A typical work day is checking in on emails and instant messages from clients and the team, gathering information from the team about campaign performance and what they need from the client, then relaying this information to our clients in meetings, then re-briefing the team on what they should do next.”

What do you LOVE about your job?

“I love my team and the people I work with and I love the freedom and independence I have to perform the job in the way I think best.”

What SUCKS about your job?

“Constantly being in meetings and away from the core skills on the tools that got me here sucks!”

What kind of goals do you have? What are the most useful metrics and KPIs for measuring success?

“Client goals include revenue generation, lead generation and increasing brand awareness and the most useful metrics for this are ROI and CAC. There are a swathe of other useful metrics to us as media buyers, but these are the two metrics that are relevant to the businesses we work with and it’s my job to translate media and marketing metrics into business impact.”

What are your favourite tools to help you to get the job done?

“Dataslayer is a data management tool and makes my life much easier to get data, Google Ads Editor is a bulk management tool for the biggest buying platform we use, Canva is always nice when you need to do some light touch ups and Google slides is a super useful format for communicating ideas to many people effectively.

How did you become Atomic 212’s Digital Client Lead and where might you go from here?

“I started out as a media buyer, every day being on the tools and personally creative ad campaigns. As I became more experienced in those tools I was pulled into meetings and comms with clients to be the technical expert. After enough time doing that, I became comfortable being in front of clients and managing their expectations and running meetings to the point where I started managing others to do the same and here I am!”

What new technology are you most excited about (if any)?

“Any platform that allows a traditional media to be purchased online bypassing dealing with salespeople is a plus for me because it means I have less reliance on other teams or people and any efficiency related software to help me get more stuff done is great.”

How did you get into the Digital & Performance space and do you have any advice for people who want to work within Performance Marketing?

“I fell into it. Without working in it, I didn’t realise what it was. As a grad I knew the term digital marketing but nothing else. Start with a digital marketing role that is broad enough that you do a bit of everything, and from there you can choose what you like most and work on that.”

You can learn more about Atomic 212 on their website and LinkedIn.

For future posts be sure to follow Liam Harvey.

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