Life in tech – Kristian Brown, email marketing manager Considering a career digital marketing? Our email marketing manager Kristian Brown discusses his role in our Life in Tech series. What was your route into the industry? Economics and Business Studies Degree at university followed by voluntary work and then full-time work in a range of marketing positions. What do you day-to-day at TLA? My role involves a mix of reporting, analysis, budget management, working with external suppliers and some more creative tasks like email template building and Photoshop work. It’s also a must that I keep up to date with current and future trends in the email marketing industry, and see how they can be adopted within The Lead Agency campaigns. Compliance and email suppression is also important, along with responding to customer queries. My job is much more than sending emails. Emails require a lot of data management, building multiple creatives to test to different segments, copywriting, analysis and reporting. I’m constantly striving the make the emails perform as best as possible – testing copy, calls to action, layouts, colours and much more. Then there are the service emails to work on and I also get involved with the landing and thanks pages. What is your proudest professional achievement? I’m proud of every email I design! But for me, working in email, it’s the little wins when you test campaigns. Finding what works for your audience and extracting the best possible performance you can from the email, one test at a time. What change would you like to see in your profession? Playable videos within email, common email coding concepts, common platform and device support. What was the last thing that inspired you? Rapha emails always inspire. Definitely the best designed emails out there. What are you passionate about? Simplicity. Don’t over complicate emails. Keep them clear, simple, and they will do the hard work for you. What’s your favourite thing about working at TLA? My team – go digital marketing! We work really well together, share the same values and goals. For more on joining the digital marketing team, take a look at our current vacancies.