Charlotte McMurray is the founder of Cameo Digital, a North East-based freelance collective that has worked with the likes of Reed, Kerv, Ecological Building Society, Rewritten Bridesmaids, and Stow London.
Having previously held the role of digital performance director at Silverbean, a digital agency in Newcastle, she decided to go it alone in September 2016 and set up Cameo Digital. The company’s aim? To offer clients a break from the ‘traditional’ agency model.
From job challenges to entering the world of digital marketing, McMurray shares an insight into her career journey so far…
How did you first get into your industry?
I got into digital marketing completely by accident when I took a part-time job at university as a website assistant for a small ecommerce shop – I was studying music technology, and they sold audio recording equipment and software, so I got in on product knowledge rather than any specific marketing skills. I started out with uploading products to the website, then got into writing blog posts, sending out newsletters and coding new areas of the website, and it gave me a really good grounding in the basics. It was a really nice job and I loved it!
What do you love about your job?
Digital marketing feeds my jack-of-all-trades tendencies and lets me switch between a variety of different working styles – whether that’s my nerdy side with data analysis and coding, my creative urges with strategy and ideation, or my social side, teaching and mentoring others.
Working for myself is a huge positive. Being able to balance work with the other things that are important to me not only makes me happier but also allows me to be on my game and do better work. It also means I’m free to focus on the type of client work that I’m most passionate about: complicated decision-making processes, technical subject matters, and worthwhile causes.
Who – or what – has inspired you in your career?
I’ve got a fairly strong sensitivity to injustice, and I’m rightly known for having a bit of a rebellious streak, so seeing how some aspects of the traditional agency model have failed both the clients it serves and the people who work within it has been a big driver of the work I do.
I don’t look up to business people just because they’ve built large businesses – I’m more interested in their personal morals and principles. At an industry level, I’ve always admired Rand Fishkin’s commitment to doing the right thing in marketing, and I’m a long-time fan of Seth Godin, whose writings have shaped a lot of my thinking over the years.
What are the biggest challenges about your job?
The digital space is in a strange place in many ways right now. The big platforms people have historically used to discover information are shifting, and as people move away from traditional search behaviour and social platforms become more heavily ad-driven, building visibility organically is getting harder, whilst paid ads become ever more expensive.
Helping clients to navigate that shift and build an audience without becoming over-reliant on paid media is probably the most challenging aspect of my job right now – it’s very much a challenge I relish though.
What skills have been the most crucial to you succeeding in your career so far?
Adaptability is a big one. I can pick up just about anything with a little practice, and I thrive on novelty – both good traits to have in digital! Effective prioritisation is also really important to balance that, however, not only for my sanity but for my clients’ results.
There are so many options, tools, and technologies out there that it’s easy to end up spinning your wheels in marketing. It’s vital to get past the FOMO and cut it down to what’s really going to make a difference. I also think a strong dose of empathy is important in marketing – whether that’s directed towards colleagues, client contacts, or the customers you’re speaking to.
What was your first salary and what could someone getting into the industry expect to earn nowadays?
My first salaried position back in 2009 paid £16k, and from a quick look online, it seems like the average for a similar role today is £23-25k. Cross-referenced against minimum wages for the time and relative cost of living, I’d say today’s industry entrants are getting a raw deal – although without getting too political, they’re far from the only ones struggling with wage stagnation in the UK right now.
What education or training would be most useful for someone looking to follow your career path?
Digital marketing takes all kinds, and I’ve worked with amazingly talented people with a huge variety of backgrounds. Interestingly, business or marketing degrees don’t seem to be that common amongst the high flyers – they tend to be writers, with English or Journalism degrees, or something else arty or creative (don’t get me started on the overvaluation of STEM in our society).
In terms of ongoing learning, I’m not a big proponent of professional qualifications in an industry that moves faster than courses can be accredited. I’m all for tactical training, knowledge sharing with peers, and hands-on learning and experimentation.
What advice would you have for someone looking to follow your path?
There are many different paths in digital marketing, and finding the right one for you might take some time. You might thrive in-house or at an agency, in a generalist or channel specialist role, as a manager or as an individual contributor.
Figuring that out isn’t easy, but it’s worthwhile, as the logical “next step” in your career might not necessarily be the best one for you. Also be aware that, particularly if you’re agency-side, there’s a huge amount of pressure in digital, and maintaining good boundaries around your mental health and wellbeing – whether that’s around working hours, interpersonal dynamics or the type of clients you’re working on – is important, so learn how to advocate for yourself early.
