Kylie Moody : performance marketing executive
We love hearing from our alumni community. Whether that’s updates about planned reunions, sharing happy memories about their time at YSJ, or learning where life has taken them post-graduation. In this post, alumna Kylie Moody discusses her time at YSJ, her role as a performance marketing executive and shares advice for new graduates.
Kylie Moody
From Leeds, Kylie studied Marketing Management at York St John before completing a 3 month paid internship which led to her first full time role.
In her spare time Kylie likes heading out for walks and bike rides alongside going to the gym. Kylie also enjoys going out for dinner with friends and family, and shopping when she can, things which have been made much harder by Covid-19 this year.
Why did you pick YSJ over other universities?
I liked the fact that YSJ was smaller than a lot of other universities I went to for open days. You got more opportunity to have 1-1 time with tutors which I believe definitely helped me achieve my grade.
What was your favourite aspect of your degree and why?
Controversial maybe, but I actually loved my dissertation project! Having the freedom to research something I was genuinely interested in and focus on that.
How well did your degree prepare you for beginning your career?
It is definitely useful to know the basic principles and theory behind marketing as concepts often come up, which, if I hadn’t done my degree I wouldn’t already know. But mainly the analytical and research skills I picked up through studying, which are essential in a digital role.
What’s your favourite memory from your time at YSJ and where was your favourite place to relax in York?
I can’t choose just one there were too many but, overall, definitely meeting loads of new people who I know I’ll stay in touch with for life.
I loved going to the little coffee shop at the top of Gillygate, I often went there with friends between lectures for a catch up.
What is your current job role, and what does a typical day in the office look like?
I’m a Performance Marketing Executive at Modo25, a Leeds–based digital marketing provider. I specifically focus on Search Engine Optimisation (SEO).
Normally there’s a meeting to kick off the day. Usually, that’s a full company meeting on a Monday to discuss our plans for the week, a catch up with my manager to discuss SEO projects or a client catch up call with the rest of the Performance Marketing team to catch up on how happy all our clients are. Then, an organised to-do list so I don’t forget to do anything.
Then, I’ll start the work I need to get done for the day. Recently we’ve had a few new business pitches. These involve carrying out a full website audit to gain an understanding of the prospective client and their product/service offering, as well as identify how we can help them with their SEO moving forward. This could be by finding technical issues to fix or identifying new content opportunities for them to grow!
As I’m still learning, in carrying out the work, I’ll always come across something I haven’t before; so, I take a bit of time out to do some reading about it in between so I fully understand it for next time.
In your career so far, you’ve worked with a wide range of clients. Who have been your favourite clients and why?
It’s always more challenging when you get a client with a really niche product or service that you know nothing about! As much as I enjoy getting to grips with all of these new, and sometimes weird businesses, I do like to work with clients who sell products or services I like myself – such as fashion or food. It’s always easier to think of creative ideas for clients when you are interested in their products and services too!
How did you start your career? For example, did you do any internships or work experience?
In our last term of my Marketing Management degree, we had Digital Marketing as a module. We had a guest speaker in one of our lectures who ran his own small digital agency; I approached him after the lecture to ask if there were any opportunities in his business, and he made one for me. I started a 3-month paid internship which was so helpful to get a practical understanding of digital marketing. For example, using all the tools such as Google Analytics that you may briefly hear of, but aren’t fully introduced to at university. On completion of the 3-month internship, I was offered my first full time role as a Website Optimisation Executive.
What’s your favourite thing about your job?
I love working agency side rather than client side for the variety of clients I get to work with. Especially at the start of my career, I think it’s great that I’m getting exposed to so many different types of business that all have slightly different requirements. I’m constantly learning new things everyday – which is another bonus to working in digital marketing as things are constantly changing so you never have time to get bored!
Where do you see yourself in five years’ time?
As much as I love my role in SEO, I really want to learn more about other areas of digital including Paid Search and Paid Social. So, in five years’ time, I’m unsure whether I’ll still be specialised in SEO or whether I will have moved my focus slightly. But whatever I’m doing, by then, I’d love to be able to be passing on my knowledge to the next level of execs that are just starting out in digital as well as I have been taught by my colleagues so far.
Do you have any tips for other alumni, including our recent graduates, on beginning a career in digital marketing?
Get all the practical experience you can! For current students, if you get the chance to do a work placement or internship – take it. You definitely need the experience of the tools as well as the theory. I’d also advise using LinkedIn to follow experienced people in the industry and read what they share, that’s how I keep up to date with the latest updates.
Do you have anything else you’d like to add?
Don’t be afraid to go for a role that seems ‘too advanced’ or enquire about a role that’s not necessarily advertised. It’s something I probably thought I would never dare to do, but I’ve done it (sort of by accident) twice now and both times have led to fantastic opportunities – including the role I’m in now! As long as you get across your passion and determination, the right company will give you a chance.
