Ambassador // Georgia Wright: Influencer Marketing Specialist
We caught up with Georgia to find out more about her story.
Explain a little about yourself and the role you play in the creative communications industry, e.g. what inspired you to pursue a career in the industry? Why did you choose to study what you did at university?
Currently I coordinate Ryderwear’s influencer marketing program in Australia and New Zealand, as well as our recent efforts to establish our market in Europe.
I have always been a creative person and originally wanted to study journalism at University. After speaking with my school careers counsellor, she suggested I study a Bachelor of Media and Communications to allow me to keep my options open. This degree opened the door to many avenues in the communications industry and is where my interest in PR and marketing started to blossom.
While at University I was given a PR internship opportunity at Ryderwear which was an exciting and beneficial opportunity for me. During this internship I was exposed to their marketing strategy and became fascinated in what was a relatively new concept to me - Influencer Marketing. From there, I was lucky enough to be offered a job as the Influencer Marketing Specialist for Australia and New Zealand.
What do you enjoy most about what you do?
One of the main reasons I wanted to be in a creative role is the fact that every day is different. In my current role, this certainly is the case. I love that I get to communicate and build relationships with individuals from all over Australia. Relationships are an important part of the Communications and Marketing Industry, so being in a role that allows me to develop these skills is a massive plus.
The other aspect of my role that I love is the more creative side, developing innovative ideas, campaigns and briefs with my team of creatives. In doing this, we analyse the current social media and influencer trends and adapt them to be brand appropriate. This allows us to keep our influencers educated on current trends and encourages them to constantly evolve their content, which in turn, maximises results. While this means a break from social media is rare, constantly learning about trends as they evolve, makes my role niche and one that I love!
What challenges have you faced in the industry and how have you overcome them?
One of my recent projects has been implementing an influencer marketing strategy into the European market. This has proven to be very different to the Australian market due to cultural differences in standards and expectations. I am currently overcoming this challenge by researching market and social media trends in these countries. I have worked with Ryderwear’s influencer marketing specialists in the USA & UK to gain an understanding of the international market. This has allowed me to identify any similarities and differences within the countries individualised market and tailor my approach accordingly.
What advice would you give to someone just starting out in the industry, particularly young women hoping to pursue a career in communications/marketing?
Put yourself out there! Not only do internships create connections in the industry, but they also allow you to get a feel for different areas of what is such a large industry. I never considered a career in influencer marketing, however gaining exposure to the industry through my internship at Ryderwear allowed me to develop and flourish my passion for the industry.
How do you think the industry can be more accommodating to new graduates?
Prior to landing my position at Ryderwear, I struggled to find graduate programs in the creative industry based in Adelaide. I found positions required prior experience and no one was willing to take on a graduate. It would be great if South Australian businesses created graduate roles for the individuals within the communications/marketing industry, as I believe that graduates can have such a fresh outlook on the industry.
Where do you hope to be in ten years’ time?
In 10 years’ time I hope to be an industry leader in the field of Influencer Marketing. Influencer Marketing is set to be an $8 billion dollar industry by 2020. I believe that so many Adelaide brands and businesses have the opportunity to leverage this, however more education in the industry is needed. I look forward to seeing how the industry continues to evolve and I hope to be in a position where I can educate about the true power of Influencer Marketing.