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What if, like Kimberley, you work as a ‘ Advertising ’ Marketer?
Written by Eva Hento
Corporate Marketing Lead
What if, as a ‘ Advertising ’ Marketer, you were at the heart of the latest developments every day, experimenting with innovations and brainstorming with other specialists about how the advertising landscape is changing? We sit down for a chat with Kimberley, a ‘ Advertising ’ Marketer from Team Blauw in Zwolle.
You’ve been working at Traffic Today for 1.5 years now. What initially attracted you to working at Traffic Today and how has your role as a Advertising Marketer developed since then?
“Traffic Today had been on my radar for a long time. At first, they were only based in Deventer, which was too far for me. When they opened a branch in Zwolle, that was the moment I thought: now I’m going to apply for a job.”
“Over the past year and a half, I’ve come a long way. I’ve progressed from a mid-level to a senior Advertising Marketeer and am now also the product lead for the Advertising team within the Zwolle cell. It started small, but I now lead a team of six people. Something that, in turn, brings with it a whole new challenge.”
“I’ve also developed in terms of subject matter. I now look at the bigger picture rather than just the advertising dashboard. I’ve started to delve much deeper into what happens after the click. Think of the performance of landing pages, the quality of the user experience and the contribution of SEA to revenue growth.”
Could you tell us about your role as an Advertising Marketer and what your day is really like?
“I start the day with a quick review of the results: what have previous optimisations delivered, and where do I need to make adjustments? I then set my priorities for the day and work on the campaigns for my clients.”
“In practice, this means I focus on campaign structure, bidding strategies and how different campaign types reinforce one another, such as Search, Performance Max and Demand Gen. At the same time, I also take a broader view, looking at elements such as landing pages and conversion tracking to improve the quality of leads and purchases.”
“Throughout my day, I coordinate priorities with client teams and performance managers and liaise with clients. We also hold monthly meetings where we review the results and identify further opportunities for growth.”
Can you give an example of a recent campaign you’re proud of?
“One campaign I’m particularly proud of is the one for a B2B client in a specific niche market. What made this campaign challenging was that we were dealing with limited and not entirely reliable measurement data. Despite a lack of comprehensive measurement capabilities, I optimised the advertising strategy step by step based on the signals that were available. The result: a more than doubling of turnover.”
Will you be our new Advertising Specialist?
Has Kimberley already inspired you to join us as a Advertising Marketer? Put pen to paper and submit your application.
Traffic Today operates according to the cell philosophy. What does collaboration within this cell philosophy look like for you in practice?
“In practice, what I notice most is that the lines of communication are very short. You’re close to the client, but also close to your colleagues. This allows you to adapt quickly, easily bounce ideas off one another and reach the right decisions more swiftly. Everyone takes responsibility for their own area of expertise, but also contributes ideas with the bigger picture in mind. This not only makes our collaboration efficient, but also ensures that we continue to challenge one another to achieve better results for our clients.”
“Traffic Today is actually one of the few companies I know where knowledge-sharing is truly part of the culture. That helps me to continue developing myself and, at the same time, ensures that we keep growing as a team.”
Suppose, after reading this interview, someone thinks: ‘I’d also like to work as a ‘ Advertising ’ Marketer at Traffic Today ’. What sort of professional do you think this role would be a good fit for?
“I think this role is a good fit for someone who is curious and keen to understand how marketing really contributes to a company’s growth. Of course, you’ll be working a lot with campaigns and data, but ultimately it’s about the bigger picture: how do you ensure that your work actually makes an impact for a client?”
“You also need to enjoy working with data. Not just to report results, but specifically to recognise patterns, identify opportunities for improvement and translate those insights into concrete actions. A healthy dose of curiosity helps enormously in this regard.”
“This role is also well suited to someone who dares to take the initiative. You’ll be given a lot of responsibility and scope to come up with your own ideas. If you spot opportunities, you’re expected to act on them.”
“Finally, it’s a role for someone who enjoys working in a team. You’ll collaborate extensively with colleagues from various disciplines, which means you’ll learn not only from your own expertise but also from that of others. It’s precisely this combination of analysis, optimisation and collaboration that makes the profession so interesting to me.”
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