From a Photography degree to Digital Marketing: An interview with Keilidh Ewan

Keilidh Ewan, Marketing Manager for the Root-5 Group is today’s subject in our student and graduate series. Keilidh graduated from Robert Gordon University in 2013 with a degree in Commercial Photography. She tells her story of moving seamlessly into Digital Marketing because of her flexible attitude and positive approach to new challenges.

Hi Keilidh, could you tell us about who you work for and what you do?
I work for Root-5, a specialist software product business, and focus on the promotion of their products; Tracker and TRACS. Tracker is an environmental data management tool which helps companies manage and report on their performance, complying with legislation specific to their industry or operational location. TRACS facilitates asset tracking and rental management of tools and equipment which circulate globally, and is used predominantly for managing oilfield equipment.

For both I manage all aspects of marketing and develop new creative content; be it a website, brochures, videos or presentations – you name it! For smaller companies it’s really important to have versatile in-house resources.

Where are your offices based?

We’re based in Aberdeen on Bon Accord Crescent - a lovely part of town.  We’ve been here for just over a year now.

What is your background?

I studied Commercial Photography at Gray’s School of Art (RGU) which was a fantastic course. It focused on applying your images to real-life advertising context – which was great experience and first introduced me to the basics of marketing. While studying, I devoted my free time to working for a local photographic studio - as experience is everything! For them I photographed portraits and weddings, oversaw photographic artwork, promotional and marketing materials. This eventually led to a full time job when I first graduated.

How did you come to start at Root-5?

I was originally engaged by Root-5 to build a new website for Tracker. Although I hadn’t built a full website from scratch before, they’d seen some of my previous work and were willing to give me the opportunity. Pleased with the results, they asked me to work on the TRACS website next. What started as one project turned into a full time role and continues to grow.

What have you learned about this area of digital marketing?

There’s no harm in trying something new. New platforms, new messaging, new tools. It’s all about learning what works and what doesn’t work. Most media platforms, such as Twitter and LinkedIn, now give you insights into who has been looking and interacting with your posts so you can see first hand if your messaging is reaching the right people. And if not, you can act on it.

Do you have any advice for students and/or graduates.

Always say yes to an opportunity – you never know what it might lead to. Even if you are studying, if you are happy to spend that little extra time at the weekend or in between classes, all the hard work will pay off.

Keilidh Ewan LinkedIn: https://uk.linkedin.com/in/keilidhewan (link is external)

TRACS Asset Management Software:  http://www.tracsassets.com/ (link is external)

Tracker Environmental Software: http://www.tracker-service.com/ (link is external)

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First published on Company Connecting September2016

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