“Finding key people who can give you an in with your target audience can be game-changing” – Talking Digital with Frederica Watson, Senior eCommerce Manager, Sarah Chapman
What is the biggest challenge facing the digital industry and why?
There are many, but I think establishing a true omni-channel strategy is certainly a big challenge. Ensuring the customer has a consistent experience, whether they are shopping in-store, on the website or on social media, is something I know a lot of brands struggle with.
What excites you? What do you think will be the next ‘gamechanger’ in digital marketing?
I think there will be a shift in the way brands think about content creation. Building in-house studios and hiring talent to increase the quality and amount of content created will be crucial. I’m excited to see the lines blur between brand creative and publisher content.
What’s the most interesting digital campaign you’ve seen recently?
I think Slip (silk pillowcases) have been great at identifying key collaborators as ambassadors for their product. Well known US dermatologists and brand founders like Dr Dennis Gross, as well as famous hairdressers like Jen Atkin are helping them spread their message and acquire new customers in the process. Finding key people who can give you an in with your target audience can be game-changing.
What burning question would you like to ask other industry experts?
I think we could all do with more clarity when it comes to attribution methods for digital marketing activity. Unfortunately, there doesn’t seem to be a simple answer!
What do you wish you’d known 10 years ago?
How important it is to get in on the ground floor when it comes to new social platforms. If you can take full advantage of that magic time when organic reach is still good, it can be a great way to build strong communities.
How did you start your career? How has your role evolved?
I started my career in a start-up and it gave me a great view of what it takes to run a successful business. A smaller environment allows you to test and learn, as well as gain experience in many different areas, from PR and Marketing all the way to NPD and Operations. Very helpful in understanding your desired career path!
How do you manage work/life balance? How do you unwind?
I’m a big believer in getting outside and walking in nature if you can. I’m lucky to live in a very green area and enjoying time outside has been very helpful (especially during lockdown!). Meditation is also key to unwinding and managing stress day to day. The app ‘Calm’ is my favourite resource for daily meditation.
What is your lifelong passion away from work?
I’m very lucky to work in an industry which is my passion. I have always been obsessed with both fashion & beauty, and I plan to continue working for brands I truly believe in.
What can’t you live without?
Personal development-wise I would say all the amazing sources of learning and inspiration that I use on a daily basis. Podcasts like the eCommerce Masterplan Podcast, Keep Optimising, Impact Theory and Superhumans at work, are all incredible resources for growth in life and at work.
What else should we know about you?
I would just say that it’s a really interesting and exciting time to be working in digital!