Transcript
sonja_kamper: Servus And welcome to the world of marketing jobs, the podcast where I am taking you on a marketing journey of job awareness, consideration and application.
sonja_kamper: In this episode, we will talk about a very special job I find very interesting, the job of a communications consultant.
sonja_kamper: and For that, I invited the wonderful Laura Sophie Dvorak-Maihoffer to discuss this topic with me. Hello, Laura.
Laura Sophie: Hi, Sonja. I'm so glad to be with you today.
sonja_kamper: The pleasure is all mine and i can't wait to hear what your job is all about.
sonja_kamper: Let's jump right into it, I would say, with some this or that questions.
Laura Sophie: Sure.
sonja_kamper: but I'm always going to give you two options and you say which one fits your job better. B2B or B2C?
Laura Sophie: B2C, definitely.
sonja_kamper: Are you working in that sm me or a or large corporation?
Laura Sophie: A large corporation which has its ups and downs.
sonja_kamper: Ooh, I'm intrigued. large corporation means that you are working international or is it still on the local end?
Laura Sophie: Mostly on the local end, but and that at some perspectives I work with a lot of international client Not clients, as as but more like more international colleagues.
sonja_kamper: Super interesting. So are you working in an agency or in-house?
Laura Sophie: Agency.
sonja_kamper: And would you consider yourself a full-step marketer or specialist?
Laura Sophie: I would say kind of both, but more or less a specialist.
sonja_kamper: Is your team small or big?
Laura Sophie: Depends on what you define a team. My colleagues, my dearest colleagues are a group of four, now five people, so it's relatively small.
sonja_kamper: and Would you say, are you working structured or flexible?
Laura Sophie: I think in marketing you always have to be a little bit flexible, but I try to work as structured as possible.
sonja_kamper: right, so now we get a little first overview of your job and you were telling us that you're working in a large corporation, which has some and downs. What would you say from your experience?
sonja_kamper: What is it all about? Does it differ from f e if you worked in that setting? me
Laura Sophie: Well, a large corporation corporation has always the advantage of being and network it be of it be in a network and for all the advantages that a network network brings, like having someone on the other end of the world.
sonja_kamper: Thank
Laura Sophie: who has a similar problem as you and probably a great solution about it. So there are a lot of people you can rely on in the back.
Laura Sophie: But on the other hand, it can be very frustrating because things are moving very slow sometimes in a big corporation, especially when it comes to, i don't know,
sonja_kamper: okay
Laura Sophie: when you want a new co-worker and they have to make up some money for it for for him or she or her, sorry.
Laura Sophie: And that that can be faster very frustrating because a lot of times we really need some more helping hands and we just don't get it because some
sonja_kamper: Thank you.
Laura Sophie: someone in Japan is blocking it, someone in London is blocking it, so it can be quite frustrating. But there are a lot of a lot more advantages, I would say, because you have so many great people you can rely on and can can learn from, really.
Laura Sophie: especially because we are in like every country on the world around the globe.
sonja_kamper: Thank
Laura Sophie: So there are very few countries where we don't have a and quarter. and And that's kind of interesting because there are a lot of different opportunities are also for you.
sonja_kamper: Thank you.
Laura Sophie: You can just go and visit in your next vacation some of your colleagues you have internationally. which is kind of exciting.
sonja_kamper: Definitely. Like I worked in an international setting too. And I think when you are a marketer, it's also a good skill to know how different cultures work, different people work and working an international setting can really benefit you understanding people better and you doing a better job as a marketer.
sonja_kamper: And also with soft skills, interpersonal skills, I think it's a very great thing to have in a young age or really any age, really, if you are one of the social people who takes advantage of that, of course.
sonja_kamper: You were mentioning that you're kind of both, so specialist and full stack marketer. Is this because as a communication consultant, there are some areas where you are really the specialist or is it more so that you tackle different areas different?
sonja_kamper: Or how would you explain? Your answer.
Laura Sophie: I think a lot of times in my job, I have to do some work that I really don't specialize in.
sonja_kamper: Yes.
Laura Sophie: So I'm all in digital marketing, but somehow I end up doing some radio campaigns or doing some print campaigns, which isn't like my job description, really.
Laura Sophie: But also i I created a task force, an AI task force in 2024, in the beginning of 2024, which let me specialize in AI lot and kind of becoming a specialist in this area quite well, which is quite interesting and quite challenging as well because well the technology is changing really fast but yeah that's why I would call myself full-stack marketer as well as a specialist.
sonja_kamper: Very clear. And I know from your education path a little bit because we studied together actually in our bachelor's in marketing and communication. And I thought it really interesting to see your path evolving as this AI experts, someone working agencies. So it's it's it's really fascinating to see how studying more or less the same. We had different in-depth studies, but our broad general bachelor's was the same.
sonja_kamper: To see all the options, the possibilities you have within marketing to specialize yourselves or to dip in a little bit. So that was...
sonja_kamper: so really lovely development to see.
Laura Sophie: Thank you. I think your path is quite impressive as well.
sonja_kamper: Thank you.
sonja_kamper: Coming back to your job as a communication consultant, how would your job slogan look like?
Laura Sophie: a For me, it would be stay curious, I think, because especially in digital marketing, the world is really moving very fast.
sonja_kamper: Thank you.
Laura Sophie: And there are so many things that you could do if you just try to innovate and try to experience digital marketing as it is like really fast paced.
Laura Sophie: And when you have a curious mind and an open mindset, I think you can do really great campaigns and go really far and do really innovative shit.
sonja_kamper: Yeah, I think it's one of the most crucial skills to have when you are marketer because there is there are so many questions you can ask, but you won't get an answer if you're not curious enough to
sonja_kamper: the right people or find a good medium that gives you the answers you need. So definitely a very fitting slogan.
sonja_kamper: We heard little bit about your job already. So we heard something about campaigns. We heard about working internationally. how would you beat it down? What's your job exactly?
Laura Sophie: Well, I'm mostly in the in a media media agency first. So have my clients, some local clients in Austria, which are really diverse.
sonja_kamper: Thank
Laura Sophie: I mean, they couldn't be more different from each other. and it depends, really. Mostly I just develop a strategy for a certain targets my client has, for example, for getting generating more leads in a particular particular topic, for instance.
Laura Sophie: They want more new customer new customer, new clients and have this really difficult
sonja_kamper: you
Laura Sophie: background really because I also work with gambling clients for instance where which are really and restricted in Austria so we try to do our best to take all the opportunities the digital marketing really has so that we can generate as much leads as possible or get awareness for a certain topic
sonja_kamper: Thank you.
Laura Sophie: And that's what makes and makes it really interesting because there are so many targets that you could get and so many goals that you could get.
sonja_kamper: Thank
sonja_kamper: Thank you.
Laura Sophie: And in the end, you have to think of a strategy where you can get the most of with very little money often and try to be as a efficient as possible.
Laura Sophie: So mostly I do I plan a campaign. I really work on a strategy, look at what my target audience is, then set up the campaign, which is sometimes very easy because the campaigns are sometimes really small, sometimes really simple, quite simple.
sonja_kamper: Thank
Laura Sophie: But sometimes we have like so many creatives, so many different media pop partners, so many publishers that we work in work with, which makes it quite interesting because you have a lot of different partners that you work in along the way, which we have all the same goal.
Laura Sophie: And it's quite satisfying when a campaign goal is met and when the campaign ends and you report it and the numbers look satisfactory.
sonja_kamper: I could only imagine what that feeling feels like when it just all works out, when the puzzle pieces fit together. you were mentioning that you look at target group research.
sonja_kamper: I know that you did in-depth the media planning in your bachelor's. Is that something that you still use in your job that you look at these or some?
sonja_kamper: Can you walk me through how that looks like for you? What are some tips and tricks?
Laura Sophie: Yeah, definitely. Data is everything in my field because in the end, all target groups are basically data that we that we or someone else collected and that we use.
Laura Sophie: Of course, there are many different kind of data seeing the problem also with third party cookies that you can use them or
sonja_kamper: so
Laura Sophie: it was sad that we can't use them anymore but now it's all different but there were many solutions that we looked at with first party data with different different different methods for actually getting to your audience besides the basic
Laura Sophie: looking for your environment and just targeting an economics field and sports field or whatever, but really get to know what what your target audience is like.
sonja_kamper: Thank
Laura Sophie: So we have an own research department at our media agency. which who provide us with a lot of internal data that we collected.
Laura Sophie: But we also work really close with publishers who have great solutions and kind of mix it all together. So we have in the end, a really good targeting in the end so that we get the users that we want, but in,
Laura Sophie: And nowadays it's it's getting more easily, but also more complicated with AI also because there are great solutions and from Google, for instance, who really oh where your campaign goal is met quite easily, but it's very intransparent.
sonja_kamper: Thank you.
Laura Sophie: So you basically don't know where you really are published. and where your ads are and in which environments, but you somehow get the leads and you all always have to question if that is the way to go or it or if it's like not that qualified traffic that you get.
sonja_kamper: Very clear.
Laura Sophie: don't know if it was clear.
sonja_kamper: Yeah, yeah, definitely. So it's really about having the right partners on board, having an internal database and trying to see how the data you have fits with a specific client and their target group they're addressing.
sonja_kamper: Also keeping in mind that you mentioned your with a more sensitive background, as such as gambling, that you need to really pay attention where your ads are being displayed, etc.
sonja_kamper: That's very clear.
sonja_kamper: you were also mentioning campaigns.
Laura Sophie: Exactly.
sonja_kamper: I think nowadays when you hear campaign, the first word that comes to mind is social media. and You mentioned radio, so your is a little bit broader when it comes to campaigns.
Laura Sophie: Yeah. so In my field campaign means everything you basically do which has paid media media in it. so If you use radio, if you use TV, if you use out of home, digital out of home, but also classic banners online, display banners or social media, like you mentioned, it all comes down to paid ads that you go live with.
sonja_kamper: I clear. We now dive into the tools. Do you say?
Laura Sophie: If you want to, sure.
sonja_kamper: good.
sonja_kamper: what tools do you use how aside from maybe the classics like microsoft or google is there anything in particularly use that helps you to master your day today
Laura Sophie: Well, AI is is definitely definitely a great part. so at my agency, it's a co-pilot that gives us a lot of freedom to you or it gives us the opportunity to use it more efficiently and to work a little bit smarter, I would say.
sonja_kamper: Thank
Laura Sophie: but basically we use like so many tools from from day to day. So and I mentioned that we are partnering with Google with ad form, all the great DSPs, SSPs, and so many other tools there are like, I think, in my work week, I probably use around
sonja_kamper: Thank you.
Laura Sophie: 30 tools at least so there are quite much tools that we're basically using from market research with Focus for instance until the ad stacks with ad form google the trade desk so we use really really quite much tools but
sonja_kamper: Thank
Laura Sophie: The fun thing thing is that we, like I mentioned, have copilot and currently are developing some help.
sonja_kamper: Thank
Laura Sophie: So we developing agents, but also basic chatbots that help the different teams to a bit a little bit more structured and have a little bit more efficient work in the background so they they can work more efficiently with yeah e
sonja_kamper: You were mentioning you have a lot of different tools. there something that you would recommend that at a couple of them you look at before applying to such a role or that you do some trainings about?
sonja_kamper: Or was it in your case really like a learning by doing on the job? And you wouldn't call this like as a specific prerequisite that you need to have in order to do that.
Laura Sophie: of Well, I would say that it always is good to get a first look into the tools you use. So especially with the big tools like with Adform, with Google, with every product of Google, like DV 360 at Google Campaign Manager, with Google Analytics, you can get so much free training.
sonja_kamper: Thank
sonja_kamper: you.
Laura Sophie: So if you have the time and are willing to do this, it probably will give you an advantage and you come become really quickly an expert at your field because some people still trying to avoid learning those tools, especially when you're in a strategy role opposed to and uh, operate the fraud, but it's, it is really recommendable that you look into all the free resources that are out there.
Laura Sophie: So get a course for Salesforce, get a course for whatever, Diva360 is definitely advisable because it's like, uh, uh, branch, uh, standard.
sonja_kamper: you.
Laura Sophie: So you can never go wrong with having some knowledge, of these tools.
sonja_kamper: Is there anything you would say that is not your job? Or a colleague comes to you on the table, it's Thursday, 3 p.m. and you know you have a lot on your plate to finish until Friday.
sonja_kamper: would be something that you can gladly say, thank you, I know a colleague who knows that better?
Laura Sophie: Well, there are probably a lot of things out there that isn't my job.
sonja_kamper: you
Laura Sophie: Unfortunately, I'm one of those people who really need to learn to delegate those things.
sonja_kamper: you
Laura Sophie: So there are definitely some administrative things that are definitely not my job.
sonja_kamper: so
Laura Sophie: I still end up doing them. And like I mentioned, i i i am a digital marketing consultant. So and I basically do a lot of classical media like out of home, like radio, print campaigns, which isn't really the job that I was applying to. So that would definitely come to it. So to all the people who will hear hear this, who watch this, try really to delegate. It will help you a lot and save you a lot of time.
sonja_kamper: Definitely a full stack market I'm interviewing then.
Laura Sophie: try to be more specialist and full stack marketer, but it comes with the job too do a lot more things than you're supposed to do because
sonja_kamper: So, let's go.
Laura Sophie: especially in an agency, it will always end, you will always end up doing a little bit more that's out of your job description.
sonja_kamper: It allows you to grow and to learn and definitely makes you an important asset in the company when you're able to manage a lot of different tasks, if you like them or not.
sonja_kamper: But I think it's a good skill to have to be able to know a lot.
Laura Sophie: Yeah, like you said, it it it definitely brings you to different situations and are also different challenges that you can master after that, which are probably hard at first, because you really don't want to do them, but do them anyway.
sonja_kamper: okay
Laura Sophie: But you get to to know yourself and also your field a little. That's probably why i
sonja_kamper: and
Laura Sophie: Also doing another bachelor degree right now after doing a bachelor and a master already because aye and letter later literally for fell in love with a new field.
sonja_kamper: Thank
Laura Sophie: And yeah, I would definitely say try some things that a little bit are a little bit out of your comfort zone. You never know why where they will take you.
sonja_kamper: What a good introduction to the job persona then. i think we got to know you as a person already a little bit. So you're curious person, you have the go-getter attitude, you don't shy away from new things and ways how you can adapt to different situation.
sonja_kamper: What would you say is additionally part of this job persona?
Laura Sophie: I think my job persona is as unique as myself because I'm trying to create a new job that isn't there in the company right now.
sonja_kamper: you.
sonja_kamper: so
Laura Sophie: and And my goal is actually to get a little bit away from the campaigns right now and dive into innovation management, process metal and management and and do a little bit digitalization in where it's necessarily and needed.
Laura Sophie: So it's really and essential to have someone that tells you not to stop and settle, but always innovate and trying to create new a way to work with different tools, with different...
sonja_kamper: Thank you.
Laura Sophie: processes that are like so outdated that you need to to take a closer look and and try to fix them.
sonja_kamper: Thank you.
Laura Sophie: So basically I would say my job persona is now a little bit different to like half a year ago because i I'm also developing and trying to fit into a new role and educating myself quite thoroughly.
Laura Sophie: So i think in my job, education is like a priority and you just can't take a hold and take a breath.
sonja_kamper: you.
Laura Sophie: but always have to hustle little bit.
sonja_kamper: A good example for those who are maybe now in a bachelor's and have this very clear idea of what they're doing that this might not particularly be where you end up.
sonja_kamper: I started with you in a very marketing and communication, very broad *bachelors and then we all went into our specific specialization and evolved within them. And I think never stop learning and being this person that doesn't stand still is a really crucial skill as a marketer.
sonja_kamper: to to know that what I know today might not be tomorrow and to really try to evolve, to change. So very interesting job persona and very relevant for today's workforce, really.
Laura Sophie: Yeah, I mean, it's getting more and more challenging to really establish yourself and the threat is hanging all above us that AI will replace some of our jobs.
Laura Sophie: But if you get to know the tools you're working with, get to know the new trends and innovation, i think you can really take a detour and get an advantage of it.
sonja_kamper: Would you say this is one of your golden nuggets being able to adapt?
Laura Sophie: oh I mean, i'm still human. Change can be tricky and change can be hard. But I think as a marketer,
Laura Sophie: I would say I really try to adapt as much as possible. So yeah, let's call it a golden nugget.
sonja_kamper: you have any more in mind that you would like to share?
Laura Sophie: This is really hard.
sonja_kamper: you
Laura Sophie: I would say, is especially in marketing today, still stay humble. As a young marketeer, you always think you're like, always know something better than others do who have a lot more work experience than you do.
sonja_kamper: Thank you.
Laura Sophie: And for some fields, if you have a good education, it definitely applies, but you can learn so much more from a person. So and would say,
Laura Sophie: stay humble is definitely also some something that you should keep in mind and keep as a golden nugget so that you can appreciate every person you meet and network with and try to get the most out of this person.
sonja_kamper: clear Let's narrow it down to the job value proposition, I would say. you start off, bring it to a short, concise sentence to bring us back to your job as a communication consultant.
sonja_kamper: Let's jump into it.
Laura Sophie: Sure.
sonja_kamper: A communication consultant helps
Laura Sophie: Helps clients to reach their goals and being satisfied and be their own stars and at their own companies because it's it all way also here the motto applies, stay humble, your clients are the stars, not you.
sonja_kamper: who want to then to narrow it down.
Laura Sophie: who want to deliver the most innovative campaign and also win awards with it because we are currently in award season especially in september and october there are a lot of awards for really good campaigns for great campaigns like erp webbed for instance where you can shine on your own.
Laura Sophie: I mean, you still should put the clients on the pedestal and stay humble here. But it's definitely also a good way to shine a little bit of your own.
sonja_kamper: By reducing.
Laura Sophie: By reducing inefficiency, I would say.
sonja_kamper: so
Laura Sophie: In our job, we should always try to work as efficiently as possible and also get our clients to work as efficiently as possible. So if there are some parts that are some people who are blocking the way of greatness and innovation, don't be afraid to call them out and tell them nicely how you could innovate and change the process so you can work more efficiently and reach your goals much better.
sonja_kamper: and Increasing.
Laura Sophie: and Increasing leads and satisfaction with your customers and clients.
sonja_kamper: Very clear. we're now almost at the end, which means that it's time for the question of my previous guest, which in your case was me, because last episode I did my first ever solo episode, reflecting a little bit on my journey.
sonja_kamper: because on the 25th of September, i closed a very important chapter, which in my case was my educational chapter and my first work experience alongside my bachelor's and master's.
Laura Sophie: Congratulations.
sonja_kamper: Thank you so much. So my question for you is what is your spark? what fuels you what really keeps you going a person or as a marketer where you want to answer it
Laura Sophie: true I think as a person and as a marketer it's what fuels me is to wake up in the morning and knowing there are so many things that I don't know of and that I can learn and use for my own purposes to use to let my
sonja_kamper: Thank you.
Laura Sophie: left my clients shine, let my colleagues shine and let myself shine. So helping each other out with news and information to really get the get out the best of everyone's job is kind of what fuels me
sonja_kamper: I couldn't think of a better way
sonja_kamper: to summarize you as a person because I always met you met you as someone who really tries to bring the best out of everyone who never shies away to learn new things to step out of her comfort zone if it was like some of the group projects we did together where i was like literally so impressed when you came out
Laura Sophie: that.
sonja_kamper: of a weekend of brainstorming with an idea I never even heard of before and so I think that really speaks for you as a person and that's something I really value in you because you don't take yourself as the greatest marketer there is but you still see the improvement there is
Laura Sophie: Thank you.
sonja_kamper: and Yeah, you're such a lovely person to work with. And as you say to yourself, difficult doesn't mean impossible.
sonja_kamper: It just means that you have to work hard. so very good summary of yourself.
Laura Sophie: Thank you.
sonja_kamper: You're so welcome. Let's end this podcast with the question for the next guest. Do you have a question in mind?
Laura Sophie: a What was the last thing that really excited you?
sonja_kamper: That's a really good question. I'm curious to see because it can be interpreted in so many different ways and with the variety we have in marketing jobs.
sonja_kamper: the variety of jobs we have in marketing, the other way around, i think the answer can be very different from one person to another. So think you're as curious as me who the next person will be and how the answer will be.
Laura Sophie: Definitely. and definitely stay tuned to hear the next episode.
sonja_kamper: so much for your time and energy today. It was... It's such a pleasure to see you again after two years not seeing us.
sonja_kamper: And in the meantime, so many things happened. I'm glad I had this little checkup with you. And I think it's super special to know what your friends are doing, even though you don't see them every day. Every time I'm happy to see our developments on LinkedIn.
sonja_kamper: And I can't wait to see your little career pivot comes to action and all your communication consultant role changes.
sonja_kamper: And you will communicate about that.
Laura Sophie: Definitely, I can't wait to see where you're going as well.
sonja_kamper: Thank you so much. For those listeners, thank you so much for tuning in to this world of marketing jobs episode with Laura, Laura, Laura, Sophie, a little tongue twister at the end.
Laura Sophie: It's your French kicking in.
sonja_kamper: yeah Exactly! Bye-lingual I'm not capable speaking anymore
Laura Sophie: yeah
sonja_kamper: Anyways, thank you so much and bussi! Bye bye!
Laura Sophie: Bye.
