Each month we’ll share the profile of a digital professional so that you can find out how they work in the interactive industry and what motivates them. If you would like to be profiled, please contact us.
Name: Craig Millman
Role: Head of Marketing
How did you get into digital marketing?
I had a web design business, and then built a web app for Personal Trainers (that ultimately failed), and it really started from there. Both businesses were bootstrapped, so digital marketing was the most cost effective way to reach my customers.
What does your current role involve day-to-day?
Lots of phone calls and lots of emails. Our Head Office is in Sydney, so I’m also traveling down there each week for two or three days.
Every day is different. I could be working on our current re-design of our website, video production, media buy, or going over our analytics. We recently doubled our team in Australia, and the recruiting and hiring process was extremely time consuming.
What is the best thing about your current job?
The people I work with, and our customers. I have a great CEO that trusts what we do, and I have a great team that I enjoy spending time with. I also enjoy the customers we deal with – tradies and small businesses. Down to earth people that are trying their best to build up their own business and future.
What has been your biggest challenging with digital marketing in 2013?
I still think it’s ROI. Lots of companies are trying to solve this and it has certainly come along way over the last few years, but it’s still an issue that I hope people keep working on.
What do you see is the biggest opportunity in the industry at the moment?
Localisation and customer engagement. We deal with small businesses that work in local communities and I think the majority of these people are missing the massive opportunity that is right in front of them with social media and digital branding. They should spend some time engaging with their community and becoming “go to” experts in their fields. Lots of people in our bubble do it well, however it still hasn’t got out to what I call the “Mums and Dads” of Australia. Small businesses that make up our country. Big opportunity right there.
How do you stay up to date with the digital marketing industry?
Twitter is a gold mine for me. I also have a substantial RSS feed that I check on a daily basis.
I’m a subscriber to Mixergy which I enjoy, and I’ve recently discovered Growth Hacker TV which has been interesting. Also the TED talks, especially my favourite one from Nigel Marsh about work/life balance. And lately I’ve been getting some good links and information from LinkedIn and Quora.
Who or what do you use for inspiration?
I have several people that I admire and use for inspiration.
Entrepeneurs – Jason Fried, Peldi Guilizzoni and Ryan Carson.
Businesses – Campaign Monitor, Shoes of Prey and Saasu – fantastic Australian stories.
Sport – Allan Border and Greg Norman
Politics – Theodore Roosevelt
What is your favourite work related phone app?
We use Yammer, Asana, and Zendesk which all have good iPhone apps. I’m always in Mail and I use Reeder for my RSS feeds. And I have to mention TweetBot.
What has been your work highlight for 2013?
We were acquired in July this year by Fleetmatics, a NYSE listed company with offices in Chicago, Boston and Dublin (to name a few). This has been an exciting process and easily a work highlight.
If you weren’t in this industry, what would you be doing?
I’d love to be a builder or architect. Being able to build your own home must be one of the single best skills someone could have. I am addicted to Grand Designs!