Case Study – Digital Marketing Manager

After graduating from university with a degree in Fine Arts Nabeena progressed into a variety of roles in technical support while working as a freelance artist and managing social media campaigns for music venues.

Nabeena decided to integrate her various skills and experiences into one role, which led to a position as Digital Marketing Manager for tech start-up The The App Institute

View Nabeena Mali's profile on LinkedIn


What attracted you to a career in Marketing?

I always wanted a career that would encompass a range of my skills. Digital Marketing was appealing to me because it is an industry that is constantly challenging me to be creative, learn new skills, understand new methodologies, and grow in my career.

Tell us about your route in Marketing?

My route into marketing was a progressive journey throughout my twenties, which eventually led to where I am now. As a Fine Art graduate, I would say my path was a little unorthodox and unplanned. I worked through a variety of roles which catered to each of my strengths: a Web Assistant/Tech Support Officer at See Tickets where I gained technical/customer services skills; Freelancing as a Graphic Designer/Illustrator; and Managing social media, email marketing and promotional advertising for a music venue. Ultimately I wanted to find something that would stimulate both my creative side and technical mindset.

How did you make the move into Management?

When I started at AppInstitute (January 2014), it was very much a young start-up company and I was the 4th member of staff. Management wasn’t necessarily a move, rather something I threw myself into. By working with a start up company you not only have the opportunity to learn as the business grows, but there are bigger opportunities to progress and fast track into management.

Briefly talk us through a typical day as Digital Marketing Manager?

We use Basecamp to track our workloads, so I usually spend the first fifteen minutes of my day going through my tasks, emails, and calendar in order to make notes for what I need to do that day. No two days are the same in this field, and I often find myself carrying out tasks which include content writing, designing and creating email campaigns, analysing campaign results, attending meetings with potential business opportunities, and meeting with other members of the team.

What are the biggest challenges you have faced throughout your career and how have you overcome them?

Probably the switch from being in full time employment to being self employed. Freelancing was a very gruelling and testing experience but it also gave me the space to learn about my strengths and weaknesses. Although I loved my creative freedom and space, I also missed working with other people. It was the transition period I needed that got me to where I am now.

What would you describe as the personal strengths and assets that have ensured success in your career?

Enjoying what I do, having fun with the people I work with, working hard and gaining experience in a range of roles.

If you could give a single piece of advice to someone looking to get into their own marketing career what would it be?

Experience is key. Learn from doing and if that means working from the bottom up then look for opportunities wherever you can find them. Although many senior roles expect marketing qualifications, there is no hard and fast rule