With more than 12 years in the industry, Sarah Twyman is part of the senior team at Smoking Gun in her role as Client Services Director.
Smoking Gun is a Manchester-based PR, social and creative agency that works with a range of clients including outdoor holiday specialist Eurocamp, baby product brand Rascal + Friends and beverage brand Old J Spiced Rum.
Initially wanting to become a fashion journalist, she ventured into the world of PR and has never looked back.
She shared her career path, her inspirations and tips for those wanting to follow in the same footsteps…
How did you first get into your industry?
I started in fashion PR many years ago in London. I studied Journalism and Fashion Promotion at UCLAN and originally wanted to be a fashion journalist, however those types of jobs were few and far between, so I took a job at a very small fashion PR agency in Notting Hill. I didn’t really even know what PR was at that point! I did about 18 months there and left to go travelling. Came back and did another two-year stint at a slightly bigger fashion PR agency. Went travelling again! I realised then, I didn’t want to just do just fashion and wanted to broaden my skills.
After I got back from six months in South America, I got a job at Red Consultancy in London where I really learnt (and developed a love for) consumer, consumer health and public sector PR on some big brands such as Johnson & Johnson and The National Lottery Promotions Unit. I worked up to Account Director level there and left after four years. I moved to Manchester and worked as a Group Account Director at a globally networked PR agency on demanding (but brilliant) brands such as Aldi and Warburtons. I learnt so much working in a very fast-paced environment and left after four years before coming to Smoking Gun, where I am now Client Services Director.
What do you love about your job?
I love coming up with strategy, plans and ideas that will help solve a client’s issues, or move the dial on their business. I also love the people development side of the agency – directing, managing, developing and inspiring the client services team, helping upskill them so they become more confident and able to deliver work of the highest standard – on time, on brief and on budget.
It’s very rewarding when you establish strong client relationships and become the strategic point of contact and trusted advisor for senior clients. Also – nothing beats that feeling of winning a pitch! So, I love working on new business.
Who – or what – has inspired you in your career?
I’ve had some great bosses in my time (and also some pretty awful ones). I think it’s so important to have a boss that inspires you – so you feel motivated. For example, some of my bosses from Red Consultancy like Emily Morgan and of course Rick Guttridge, MD at Smoking Gun.
What are the biggest challenges about your job?
Having time to fit everything in! Making sure the team is delivering in the time we’ve allocated – so we don’t hugely over service accounts, making them unprofitable. There’s nothing ever guaranteed with PR so this can be a challenge if your idea or story doesn’t work the first time because there are big news stories dominating the media for example.
What skills have been the most crucial to you succeeding in your career so far?
Trying to make myself indispensable to my line manager. I was always taught not to leave the office until I’d asked my line manager what I could help them with. Make yourself so useful that they can’t imagine you not being in the job! Always ask questions. I think working in an agency teaches you to work at a pace and multi-task like nothing else.
What was your first salary and what could someone getting into the industry expect to earn nowadays?
I think it was around £11k a year – which is extremely hard to live on in London! Most people would start on double that now.
What education or training would be most useful for someone looking to follow your career path?
When I get a CV through, I’m always reeled in by someone with agency experience, as you know that they’ll just ‘get’ client handling. Someone that has done as much work experience as they can – that never changes. If someone has digital PR training or experience that’s also immensely valuable.
What advice would you have for someone looking to follow your path?
Get work experience in an agency if you can. Try and get a role in a business that isn’t fully remote – it’s so important for development to be around senior people in your team to soak up knowledge for at least some of the week. Read lots! Try and stay up-to-date with consumer trends and what’s going on in the world.
