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Alice Lawson - BA (Hons) Marketing & Advertising Management, 2012
Alice studied Marketing & Advertising Management and is now events manager at Search Laboratory, having grown the events offering at Search Laboratory from nothing.
Why did you choose your course at LBU?
“Marketing & Advertising Management at Leeds Beckett was a natural choice for me for many reasons. I have always had an interest in advertising and learning how to market a product in the most effective way, which is what made me realise that this would be the most suitable degree for me. It allowed me to learn a broad range of skills within the marketing and advertising industry, which ultimately has led me into the role I am in today.”
And how has the course helped with your career?
“Marketing & Advertising Management gave me the skills I needed to excel within the field. Topics such as strategy, public relations and consumer behaviour are all areas which tie into my role as events manager within the digital landscape. I’ve grown the events offering from nothing to something that many clients across multiple niches want to take part in. Having the opportunity to be able to do this has been fantastic, and having such great support from Search Laboratory has made all the difference.”
“Marketing & Advertising Management gave me the skills I needed to excel within the field. Topics such as strategy, public relations and consumer behaviour are all areas which tie into my role as events manager within the digital landscape. I’ve grown the events offering from nothing to something that many clients across multiple niches want to take part in.”
Tell us about your job?
“I knew I wanted to work within the marketing and advertising landscape, so when I saw the job at Search Laboratory working as a content and online PR executive, I thought it would be the ideal role to utilise my skills gained from my degree.
Throughout this role I was beginning to take on more responsibility, leading and looking after new starters and other team members, so when the company opened up recruitment for a content and online PR manager, I thought it would be the perfect role for me to apply for.”
And how has your career developed?
“Within this role, I acquired management skills, HR and recruitment knowledge, as well as managing client campaigns. Over time, I became actively involved within the team’s campaigns and naturally drawn to the client-facing side of things, by managing PR campaigns and liaising with clients on a day-to-day basis, alongside managing a team of content and online PR executives. From this I spotted an opportunity within events for PR, and how as a tactic, it would be perfect to reach SEO and PR KPIs.
This then led me into the role of project manager, which focused mainly around managing the content and online PR projects. Events for SEO and PR were starting to become something I was managing more frequently as a project manager, as it was a method to secure excellent results for our clients. I was also doing more research into how events can be leveraged for PR. Other project managers then saw that it was a great way to bring in more results for their clients, which led us to do even more of these.
Over time, due to the amount of events we were running, I was creating a need for this to be a full-time permanent role. Due to all of my skills gained within previous roles, I was able to take this role and manage it as well as develop it as a service, which has led me to who I am today.”