She might have started out at Young Folks as a content assistant, but Ami quickly realised her career calling was in the world of performance. In her nearly three years at Young Folks – from digital content assistant, to marketing coordinator, to marketing specialist, to performance specialist – Ami has been the brains behind a whole range of exceptional ad strategies, campaigns, and email marketing projects we’ve produced here at Young Folks.
In this edition of our meet the team series, Ami shares the most unexpectedly bold thing she’s done for her career, the most impactful feedback she’s ever received, and her secret sauce when it comes to optimising digital campaigns.
What’s the most unexpectedly bold thing you’ve ever done in your professional career?
Despite always thinking I was destined to be a 💖🪩🤳☕️🎨 marketing girlie, in my almost three years at Young Folks I have made a relatively hard left turn towards being a hardcore 👩💻📈🗂️📚📅 marketing girlie. And while I am still a TikTok-loving, content-creating, aesthetics-seeking gal, seeing results as tangible outcomes of our strategies being implemented is something else.
If you weren’t working in this field, what do you think you’d be doing instead?
I feel like if I didn’t work in marketing I’d be some sort of entrepreneur or small business owner. I’ve always loved the idea of creating a line of non-toxic cleaning products that double as minimalistic and stylish home decor (before Kris Jenner, and several Australian manufacturers go onto it first 😉).
If you could give one piece of advice to your younger self when starting out in your career, what would it be?
There are going to be many times in your career that you miss the mark, mess it up, or make a really stupid mistake. Take accountability, dwell for 30 seconds (not 30 days), absorb all the learnings like a friggin’ sponge and keep it moving.
What metrics or KPIs do you prioritise when measuring the success of digital campaigns, and why
This always depends on both the client’s broader goals and their marketing objectives. But speaking generally across the board, if the goal is awareness, I am looking at impressions and frequency. If it’s traffic I want to know clicks, cost per click, and click-through rate, and if it’s conversions I want to know conversions, conversion value, the cost per conversion and the return on ad spend (ROAS).
How do you approach optimising digital campaigns for maximum ROI and engagement?
The best way I’ve learnt to optimise digital campaigns is to start with best practices, then A/B test every variable under the sun to find that secret personalised formula for each client. After the initial learning phase, it’s all about diving into the data each week to check performance, tweak our campaigns, and optimise. We typically base these decisions on comparing week-on-week data, month-on-month data, and, where available, year-on-year data.
If performance drops, it’s important to check targeting, review the landing page we’re sending prospective customers to, and analyse the demographics of the people engaging with our campaigns to ensure they’re aligned. You also need to consider the external influences that could impact performance.
Thinking outside the box is always necessary when optimising digital ads too! Solutions might seem clear-cut, but sometimes trying something a bit riskier can lead to amazing results. It’s all about finding the right balance between what we know, giving the campaigns time to do their thing, and being innovative by trying something different.
If you could collaborate with any brand or client in the world, who would it be and why?
Probably an Australian apparel or retail brand like LSKD. I am obsessed with their gear, and I think marketing for them would be an exciting challenge. They also have a fab collaboration with UPPAREL, where customers can trade in unwanted textiles for an LSKD voucher. Plus, they constantly run cool events and campaigns that would be so much fun to integrate into digital marketing strategies.
What’s the most memorable feedback you’ve ever received from a client, and how did it impact your approach to your work?
One time in a client meeting, the client exclaimed ‘ahh I just love your brain’, and for such an abrupt comment, it was so validating that someone could not only recognise but appreciate the thoughts and strategy behind my recommendations and ideas. As a long-time sufferer of imposter syndrome, it felt SO good that something I thought of made a real impact. It’s a comment that really stuck with me.
You can connect with Ami on LinkedIn.