how I became B2C marketing manager – WAU
Marketing careers will not necessarily follow a linear path. Get inspired by how to walk yours!
Starting a career in Digital Marketing is not simple. This is a discipline that is developing in full swing and new tools, strategies and techniques are created every day.
All this growth is not by chance. It is easy to see the increase in the use of smartphones and devices connected to the internet in the last 10, 5 and even 2 years. And, if people are using the internet more, brands also follow this trend, after all, you only have one company when you have customers to serve.
Thus, the consumption cycle is closed and the marketer – who is in the middle of this scenario – needs to be at the crest of this wave of updates.
As a marketing professional, my career so far has focused on helping people who are interested in being that type of professional, who surf this wave and lead the disruptive movement of the so-called digital transformation.
In this text, I will tell you about my trajectory, in order to show that although there is no very clear and defined path to becoming a marketer, you can create your own track and achieve success.
“What do I want to be when I grow up?”
As with most young people and teenagers, I didn’t know what I wanted to be when I grew up, I had never really stopped to think about it. When I was in the third year of high school, the long-awaited moment came to take the entrance exam and make a decision that would be pivotal to my life.
My perceptions about the subjects I had in high school were as follows:
- geography: not for me (sorry to all my teachers so far, but I really couldn’t stand this subject hehe);
- London: I have a certain facility;
- mathematics: I see that it is difficult for my colleagues, but it makes a lot of sense to me;
- chemistry: it’s cool;
- biology: it’s ok (I don’t love or hate it).
Because of my total aversion to geography, when I went to take the entrance exam, the first decision I made was: “I am not going to take any humanities course!”. Biology also didn’t shine in my eyes, so I concluded: “Biological is not for me either”. At the time, I didn’t even know that Management courses existed, so there was only the Exact option.
I make an observation here to say that I am fully aware of how simplistic this decision-making process was, however, a choice needed to be made – fast – and that was the method I used.
So I read many materials on the most diverse courses in the Exact area and decided on Metallurgical Engineering.
Did you know the routine of a metallurgical engineer? Do not.
Could you imagine me being a metallurgical engineer? Do not.
Did I decide to try and hope to find my way halfway? Yes.
I studied, I dedicated myself, I took the entrance exam (which, at the time, had a test with open questions as the second stage for the entrance exam at UFMG) and I ended up not passing. I thought: “Okay, this course is very busy, I’m going to take a course and try again next year”.
When I entered the course, like a divine light, I had the insight that this course was not what I should be doing, but Journalism. I decided to take a look and found out that the entrance exam for the Journalism course had no open exam on Geography (my kryptonite). It was all I needed to make that decision once and for all.
The following year, I took the entrance exam for Journalism at UFMG and passed it!
1st challenge: the beginning
When I started in the Social Communication course, with an emphasis on journalism, at UFMG, I met several different people and had contact with very interesting experiences, mainly with the junior communication company, Cria UFMG, which is an experimental agency 100% managed by students from college.
At Cria, I worked as an Account Manager (the person responsible for making the bridge with customers) and with Marketing. I really enjoyed this experience of mine and I identified myself even more with this universe, which made me decide to change the emphasis of my training to Publicity and Propaganda, instead of Journalism.
The experience as a Marketing advisor at Cria was incredible. I got a taste of what it was like to think about a strategy for a real company, tracking results and developing different campaigns for different audiences.
When the 6-month management ended, I decided to look for an internship in the marketing area, since I had identified myself so much with Cria. So, I went to research and discovered that I had a recent startup (only 1 year old, at the time), Websites Are Us, in Belo Horizonte, which focused on Content Marketing, a specific type of marketing – which I didn’t have the slightest idea of how it worked.
I had an acquaintance who worked here at the time (thanks again, Breno Magalhães), and I asked to make the bridge for me. I sent my resume and the first reply was “Thank you very much for the resume. To continue the process, you need to do an online certification with the theme Inbound Marketing, granted free by Hubspot and then write a text with 5 reasons why you want to work at Websites Are Us ”.
I remember being scared and a little worried about having to do this certification on a modality that I had never heard of, with a company that was also new to me. But I realized that I had nothing to lose by continuing in the process and, on the contrary, I would only gain knowledge about an area that was still entirely new to me.
When I started attending classes, everything was so new and interesting that I started taking notes and recording all the learning (much more than in the college classes, I confess).
I completed the certification, wrote my text already using my new knowledge of best practices for Inbound Marketing and sent it to Diogo Bedran, until then Customer Success Manager at WAU.
One day after sending, I received the invitation to do an interview with Diogo himself and Fabiano Cancela. I felt comfortable, as if it were just an informal conversation between friends and I remember leaving the interview thinking “if job interviews are so smooth, why are people so anxious?”.
After I found out that this process of startups, especially in such an early stage, as WAU at that time (November 2014), is really very different from traditional selection processes.
Two days after the relaxed interview, I got a call from Diogo (WAU did not have an HR department at the time), saying that I had been approved to be a Customer Support intern. Even though it was not a position in the Marketing team, I decided to accept it, because I realized that the company breathed marketing and that the environment was really one that I wanted to be part of.
2nd challenge: specialization
I then joined Websites Are Us in December 2014, as a customer support intern. My job was, along with André Mousinho, to send the contents to the clients that they had hired and our team had produced, along with a selected image from an image bank.
It was a simple job, basically consisted of taking a Google Docs file link in a spreadsheet, finding an image that represented the content, sending the link and the image to the client via email (WAU had not yet developed its own software for manage these contents).
However, even though simple, I saw this task as fundamental to the customer’s perception of our service. We were there on the front line with the customer, being the last point of contact with him, delivering the maximum value of what he had hired.
As Support was part of the Customer Success team, I started to get closer and get to know Success Analysts better and trying to learn as much as possible from them.
At the time, they were responsible for mapping the content that should be produced to customers, conducting keyword research and developing guidelines to guide the production of editors. I started making some guidelines to help the demands of some CS and I ended up really enjoying this process.
When May 2015 arrived, the Content team, led by Rita Lisboa, decided to go deeper, creating a department that was specialized in this part of keyword research and agenda development. I talked to Rita and asked if it would be possible for me to join the new team, called Planning.
She alerted me to the fact that, as it is a new department, they did not yet have processes, documents and rituals established for the team, that everything was yet to be created. This sounded like music to my ears, as I saw in this scenario the possibility of helping to create these processes and documents, leaving my first mark at WAU.
It was a very cool experience, in which I learned a lot, being able to act directly in the clients’ marketing strategies! This experience as a strategic planner at WAU was of great value to help me organize very well, create processes and manage projects.
Then, in January 2016, Edmar Ferreira, WAU’s CEO at the time, invited me for a chat and invited him to be WAU’s Community Manager. It would be someone to focus exclusively on capturing, retaining and training our base of freelancers.
I came face to face with the challenge! I interpreted this invitation as a sign of 2 things:
- they were enjoying my work;
- I would have the opportunity I dreamed of since I joined the company to be on the marketing team, being responsible for an entire strategy.
3rd challenge: changing directions
As soon as I took over as Community Manager (as much as I was nobody’s manager, I was still a junior analyst), Peçanha called me and said “Welcome, I need you to develop a certification to teach people to be our copywriters. Can you present me with a pilot project in 1 month? ”
At that time, I had already written a few pieces of content for the WAU blog (about 10 texts so far), and I had already learned good production practices for our blog.
In addition, Peçanha himself had already done a certification in Content Marketing and we realized how interesting this content model was, in addition to enabling WAU to play an even more important role in the education of the London market.
So, in addition to dedicating myself to learning the new functions of my position, such as SEO optimization, marketing automation, email marketing, relationship with the community, I went on to develop an online course.
I studied a lot about what our reference, Hubspot, had produced so far, as well as other market references, mainly international, had already produced on the subject.
In April 2016, we launched the first version of the Web Content Production Certification. It was an incredible feeling to go from student to teacher in such a short period of time – and the reception we received from the public was very good!
Because of this course, I had the opportunity to speak in several cities throughout London, I was invited to participate in panels and even on CBT evaluation boards.
With this experience, I was able to get to know myself even more, realizing how important it is for me to help other people who have gone through, are going through or are going to go through the same challenges that I have gone through in my career.
4th challenge: officialization
Now, in 2019, I face a super challenge here at WAU, managing the B2C marketing team, which includes the Community and Websites Are Us University teams.
Two fronts of action that have always been part of my history and continue to be my daily routine.
I could write a whole text just about the lessons learned and the steps I took in the part of my career that were more linked to the management of processes and people.
But as my goal here is to really help you understand how a Digital Marketing career doesn’t really have a pre-established path and that you will build the paths you can follow.
However, one thing is certain: you don’t have to take these steps entirely in the dark. You can start by learning some technical skills from various Digital Marketing disciplines, such as SEO, email marketing, social media management, CRO and even customer relationship techniques.
As I couldn’t finish this text differently, check out the Websites Are Us University to learn about these disciplines and many others in the Digital Marketing market! Then, tell me what you thought of the courses and how you managed to trace your journey in that field. To the next!