Erfaring

Sideløbende med sit studie var Clara Digital Marketing Student Assistant hos EPOS, og landede senere en fuldtidsstilling som Digital Marketing Coordinator. Siden maj 2023 har Clara siddet som Digital Experience Manager – fortsat hos EPOS.

Motivation

Clara er et upcoming talent der i en tidlig alder, både fagligt og kulturelt, har stor impact hos globale EPOS. Som en central kulturbærer sikrer hun et stærkt socialt sammenhold på tværs af afdelingerne. Clara er struktureret, nytænkende og grundig. Det seneste år har hun udvidet sit ansvarsområde fra kun at levere dele af kunderejser til at styre hele, globale kunderejser på tværs af markeder og medier – i rollen som Digital Experience Manager. Hun driver blandt andet globale incentive-programmer og sikrer, at hele processen fra start til opfølgning forløber smidigt. Clara spiller også en central rolle i deres marketingautomation-setup, hvor hun sikrer det optimale kommunikationsmix gennem en blanding af trigger-baserede journeys og one-offs. Hendes arbejde har ført til nomineringer til priser som Danish Digital Award 2023 og E-handelsprisen 2024, og det er blandt de mange, virkelig gode grunde til, at hun er et af årets M Talents.

HVAD ER DEN VIGTIGSTE TENDENS I BRANCHEN?

One of the most relevant trends in marketing at the moment is Artificial Intelligence. Companies are constantly looking into ways to implement AI across different marketing efforts and teams to get better and more cost-effective outcomes. It is common to use AI to re-create images from existing assets, search inspiration for copy to use in different channels, translate texts, or even generate an entire campaign plan.

HVORDAN HAR AI PÅVIRKET DIN TILGANG TIL MARKEDSFØRING?

Overall, I focus more on getting tasks done rather than thinking about how to do them. For instance, when I have to plan a project, I now brief it in an AI so it generates the plan with all specific deliveries and milestones. It has definitely allowed me to do more in less time, increasing my productivity and putting my expertise to use somewhere else. Furthermore it has provided me with ideas that I might never get on my own, pushing me to think outside the box.

HVAD ER DEN STØRSTE UDFORDRING FOR BRANCHEN?

I would say that one of the biggest challenges we encounter at the moment is how to use AI. On the one hand, AI evolve at a high speed, which makes it difficult to stay up-to-date. On the other hand, they “learn” by consuming data, which makes it difficult to draw the line on what to brief and what not to if you are dealing with confidential information. It is equally important and difficult to keep up with the possibilities AI provide to help us improve our marketing efforts.

HVORDAN LØSER MAN DEN UDFORDRING?

I see it both as a company and an individual effort. Companies can organize talks, workshops and similar activities to bring the knowledge to the employees and generate room for discussions regarding the topic. Individually, we should keep reading, trying new tools, and engaging in conversations about the topic not only with colleagues, but also with those who might have a different point of view and can lead you to discover a new functionality.

HVAD MENER DU ER DEN MEST UNDERVURDEREDE FÆRDIGHED INDEN FOR DIT FAG I DAG?

Creativity. In general, it is widely acknowledged when someone has good project management or stakeholder management skills, but when it comes to creativity, companies do not foster it as much. However, I believe creativity is a key skill to have within a marketing team in order to break barriers and get to ideas that bring teams and projects forward.

HVAD HAR VÆRET DEN VIGTIGSTE SUCCES I DIT ARBEJDSLIV DET SENESTE ÅR?

If I was to highlight the most important success in my working life the past year, I would mention the shift I have experienced in my current role. I have gained more and more responsibility and executed different tasks, which led to a natural transition into a more management-oriented role. I can’t wait to see where this new opportunity takes me.

HVILKEN MINDEVÆRDIG KAMPAGNE/MARKETING-AKTIVITET HAR GJORT SÆRLIGT INDTRYK PÅ DIG?

The one that comes to my mind is the campaign Carlsberg did with Mads Mikkelsen: “The Danish Way”. Not only is it witty, creative and fun, but it also summarizes many of the pillars the Danish society is based on.

After having lived in Denmark for over 5 years, I often find myself coming back to this campaign, recognizing many of the Copenhagen landmarks, the Danish design icons and day-to-day conversations that have now become part of my daily life.