My route into marketing started in 2009 as a copywriter working in stakeholder communications for an education trust. Meanwhile, I became a reservist, and working full time for two years after they discovered copywriting and design skills were handy for PR and recruitment. After moving agency-side and joining Fountain as Marketing Manager in 2014, my skill-set (and mind) exploded somewhat. I discovered the exciting intellectual gymnastics required to successfully drive revenue through PPC advertising, and have not looked back.

As a creative problem-solver, I now specialise in digital strategy for clients with unconventional or complex goals, account management for the higher education sector and continue to support Fountain’s growth as brand manager.

Audience optimisation is my favourite challenge. When a business has invested time and resource in defining target “personas” that underpin their marketing strategy, how do we as advertisers then connect those personas to real people based on the information platforms provide? I hope my talk will provide useful insights into this process and inspire ideas that will help you achieve your goals!

LinkedIn: www.linkedin.com/in/evawilkes