Meet ExoClick’s Marketing Team: How to market an Ad Tech company

ExoClick is an innovative Ad Network based in Barcelona, Spain. With a multicultural team and an international client base spread around the globe, we continue leading the way within the Ad Tech industry. Because we operate within an ever-evolving sector, we are constantly developing new innovative platform features and solutions to help our Advertiser and Publisher clients to always keep ahead of the game. To come up with an effective Ad Tech platform Marketing strategy and to effectively market the ExoClick brand, a dynamic and passionate Marketing department is key to give a voice to the brand and make it heard loud and clear across the globe! And today, you get to meet the team behind ExoClick’s voice: ExoClick’s Marketing Team! Continue reading how ExoClick’s Marketing Team is structured!

Learn how ExoClick’s Marketing Team is structured

In order to bring ExoClick’s platform and solutions to Publishers and Advertisers worldwide, ExoClick’s Marketing team’s responsibilities are to produce great content containing the core branding messages, and to promote it across channels, online and offline. This includes the blog, Social Media, website, newsletters and sales materials, as well as organizing the assistance to trade shows, and internal events for all our team members, among many other tasks. So, who works in ExoClick’s Marketing Team? Keep reading to find out how ExoClick’s Marketing Team is structured and how they work daily to create and optimize ExoClick’s Ad Tech platform Marketing strategies!

Giles Hirst, Head of Communication at ExoClick’s Marketing Team

Q: What does a Head of Communication do in Ad Tech? Can you describe your day at ExoClick’s Marketing Team?

As a Head of Communication in Ad Tech, my role covers several segments. First, I manage the Marketing team, which means distributing tasks to different members of the team depending on what the task is. I also manage marketing projects, which means defining a clear strategy, listing the objectives and defining the target market that we want to reach. Once all of this is defined I go on to planning each task of the project and briefing all the stakeholders into what we need and what tasks need to be carried out. All of this is then put into a schedule and delegated to team members. Once the project is completed the results are analyzed to see if further optimization is needed. I also oversee how the ExoClick brand is communicated to the outside world both visually and in written messaging; this is done on a corporate level and also a B2B level to carry out messaging to our existing and potential new clients.

I oversee our Content Marketing strategy with input from the Content Marketing team and other departments including Sales, Business Development, Customer Success, Tech and the HR team to ensure that we can create compelling blog content to support their efforts while generating high ranking SEO.

Everything I do is about communication which includes internally with key stakeholders, upper management and the Marketing Team and external communication to the big wide world out there with press outreach, Social Media messaging, email marketing messaging and content marketing messaging through blog and website content and organic SEO.

Q: What is your Marketer superpower?

I think having Creative Vision is my superpower. For example, when I am working on a project brief, I visualize how it will materialize, how a target market will perceive it and the best way to communicate what we are trying to explain.

Q: What inspires you? How do you keep yourself and the team motivated to create ExoClick’s Ad Tech platform Marketing strategies!?

Being creative inspires me, that feeling when we have a team brainstorm and that one big idea comes and everyone in the team gets excited by it. Being motivated is down to having a great team to work with, not just the great Marketing team, but also working with teams across the company. That’s the great thing about working in marketing, it touches everyone in the company, so it’s a great way to connect with everyone and the marketing team gets to understand what other teams work on. This is extremely motivating for the team, because understanding leads to confidence. If you don’t understand something you will feel lost and won’t know how to approach a project. That is why we are lucky: Because we are surrounded by experts in every field of the ad tech business, so we ask, we learn, and we get inspired to create our Ad Tech platform Marketing strategies!

Q: You have recently celebrated 10 years working at ExoClick – Congrats! What have you enjoyed the most about working at ExoClick during the last 10 years?

Wow, it’s been a decade of marketing the ExoClick brand! When I began there was no Marketing Department, only me, but over the years the team has grown and now we are 4. When I think back at all the marketing projects I have done, I think branding has been really enjoyable because that’s when you can make magic happen. So is learning about ad tech and how rapidly it changes, so I am constantly learning new things, because as a team we have to promote that. Perhaps the thing that brings me the greatest satisfaction is helping to organize our annual team building events. These are fast paced events full of learning new things, meeting with people working in teams in other countries, and building lasting friendships with colleagues.

Q: Off the top of your head, what is the most meaningful lesson that you have learned during the past 10 years at ExoClick?

That nothing can stop you achieving your goals and successes, as long as you have a strong supportive team behind you.

Laura Zamora Pérez, Graphic Designer and Videographer at ExoClick’s Marketing Team

Q: What does a Graphic Designer do in Ad Tech? Can you describe your day as a Graphic Designer and Videographer at ExoClick’s Marketing Team?

As a Graphic Designer at ExoClick, I create all visual elements needed to communicate marketing messages, whether digital or physical. This includes anything from designing trade show stands and merchandise, all the way to leaflets, new logos, and Social Media and website designs, among other things that are key to market an Ad Tech brand. This is what a Graphic Designer does in Ad Tech.

My days start with a team meeting to catch up and organize tasks. After assessing our priorities, I start working on the most urgent or time sensitive tasks and projects, usually collaborating with the Content Marketing team. Also, once a week, we do a longer marketing meeting where we deep dive into several projects, we do brainstorming sessions and develop new strategies. These meetings are very important to maintain creativity in our work and to generate new innovative ideas.

Q: What keeps you motivated throughout your daily workload and projects?

One of the things that I love the most about ExoClick is the variety of projects that come into our general Ad Tech platform Marketing strategy. This diversity keeps me motivated, since every single project brings up different challenges that are almost always new and help me develop new skills. I am also passionate about creating stuff in general, as for me it is almost second nature at this point. And here at ExoClick I am given a lot of creative freedom. It is also fulfilling to see when a project is successfully completed.

Q: What are your biggest inspirations as a graphic designer and creative person?

My inspirations and references come to me daily, from very different sources. For these individuals who have a creative eye, there will always be small day-to-day things that catch your attention and get you inspired, for instance, in nature, music, cinema, and such. It also helps feed one’s creativity to spend some time looking up references in digital platforms and being up-to-date with new design tendencies.

Q: What is your Designer superpower?

My superpower is thinking visually. This allows me to transform abstract ideas into specific images which later turn into designs. It also helps to think about a project as a set of visual elements. Meaning that every message that needs to be communicated within a project tends to manifest itself in my mind as an image or visual element.

Q: Tell us about your team? What do you enjoy the most about working with them?

Oh I adore my team! There’s a great synergy going within us. The team is formed by Giles, Head of Communication, Anna, Senior Content Creator, Alice Junior, Content Creator, and me, Graphic Designer and Videographer. They are all accomplished professionals with great skills, and we all learn from each other constantly, working together in perfect harmony. Everybody does their bit and the engine just works. I feel highly supported by my team and really value the great team that we are.

Q: What do you enjoy the most about working at ExoClick?

I greatly appreciate the company environment, since everybody seems to get on very well. I also think that ExoClick’s benefits, such as monthly massages, medical insurance, or the language lessons are a great plus to working here.

Alice Naughton, Junior Marketing Content Creator at ExoClick’s Marketing Team

Q: What does a Junior Marketing Content Creator do in Ad Tech? Can you describe your day as a Junior Marketing Content Creator at ExoClick’s Marketing Team?

I start my day by looking at the tasks that need to be completed in the day, including writing blog posts, organizing trade show logistics, and Social Media content, a lot of them to do with educating clients about Ad Tech features from ExoClick. We usually have a team meeting daily to plan what needs to be done and assess task priority; Giles will typically help us set our most important tasks. I have a very social role as I contact people in different departments to get the information that I need in order to create my content, like statistics for blogs, photos and interview answers for Social Media posts, etc.

A significant part of my role is also organizing trade show events. I do everything from registering participants and logistics, to promotion online. My job is to ensure the team members who attend have everything they need so that their assistance runs smoothly and without setbacks, as well as helping them understand the show’s schedule, where they need to be at any given time. This allows them to attend with the confidence that everything is tied up for them, so that they can focus on achieving their sales and networking goals. The variety of my tasks make my job very rewarding and makes my day more interesting.

Q: Which of your tasks do you enjoy the most and why?

I love every aspect of content creation but there are a few things that really make me feel like I have accomplished something:

1. SEO: We use SEMRush to track our performance and keyword rankings, which is a key part of our Ad Tech platform Marketing strategy. When I see that my keywords are ranking highly I feel a great sense of pride, especially when we get a SERP result!
2. Strategies for Social Media: I love the content creation for Social Media because we really get to work as a team on this. We collaborate by sharing ideas and recording content, then Laura makes it into an amazing video. It is an amazing feeling to see an idea come to fruition.
3. Creating a sense of community at work: Recently we had our annual team building event where all team members came together for two days, we had meetings, team building activities, and parties. We worked for a long time on the ideas and party themes and it was great to see the final result!

Q: How do you inspire yourself? How do you keep yourself motivated?

I think it is really important to continue to upskill, especially in Marketing, as it is an industry that is ever growing. I am very lucky to have a team and a company that prioritizes education and provides learning opportunities through courses on Udemy and monthly internal training in Ad Tech, among other initiatives. Ad Tech is ever-growing, there is always something new to learn! I also have some companies I follow that create fun, interesting, and powerful content that inspires me to continue innovating our strategies for ExoClick. In terms of motivation, I am very interested in the content that I write about. Being an ambassador for my company is also a factor that keeps me motivated to always do my best possible work.

Q: What is your Marketer superpower? How do you market an Ad Tech brand?

Creativity. I think the most important thing marketers bring to the table is creative thinking. When we all put our creative minds to work in brainstorming sessions, smaller ideas suddenly come alive and become larger concepts that are key to communicating Ad Tech platform features. Creativity brings an idea together and helps us focus on the goal and our finished product.

Q: What is your favorite Social Media and why?

My favorite Social Media is Instagram, a picture can say 1,000 words so I love that it allows us to show what it’s like to work with our team. It also has short-form video content, messaging, and stories all in one place. It is like the Swiss army knife of social platforms!

Q: What working benefit do you enjoy the most? Which is the most helpful?

At ExoClick, we have access to a lot of benefits. For me I think the best ones are the catering from Nora, private health insurance, and the monthly massage. It is great on the days when I go into the office to not have to think about what I will eat that day. I can just pick something from a healthy menu and enjoy it. The private health insurance gives me security. I appreciate that our company puts our health first and the monthly massage is relaxing- A great way to destress.

Anna Quiroga Serra, Senior Marketing Content Creator at ExoClick’s Marketing Team

Q: What does a Senior Marketing Content Creator do in Ad Tech? Can you describe your day as a Senior Marketing Content Creator at ExoClick’s Marketing Team?

The core of my workload is writing content, long and short: Blogs, press releases, sales materials, promotion newsletters, Social Media copy, etc, all with the goal of communicating Ad Tech platform features for ExoClick. I also manage projects within the Content Marketing team, setting tasks and deadlines, organizing team training sessions, one-off Social Media paid campaigns, on-demand content for our sales team, creating pivot pages and link building for our blog, etc. It is also my responsibility to report for SEO and Social Media KPIs every month, updating our SEO and KW documents, and creating and improving internal tracking documents as needed. Lastly, I also get involved in planning company events, internal and external, which can be at times somewhat stressful but very, very fun! Especially when it is time to plan our yearly team building, the Christmas party, and some smaller fun office events.

Q: What is your Marketer superpower?

Is it a bad thing that my Marketing superpower is being a pain in the neck? In other words, chasing people across departments to get content. Everybody is super busy with their daily work so our requests for information and content simply cannot be a priority for them a lot of the time. Then it is my job to remind them, even if at times this makes me become an earworm! But in the end they always thank the Marketing Department when the final piece of content turns out great – It is useful for them, after all, and a key part of ExoClick’s Ad Tech platform Marketing strategies!

Q: What is your creative process as a Marketing content writer?

I first take a look at the focus topic and decide what I want to communicate to my target audience, if they are an Advertiser or a Publisher. Then I refresh my pre-existing knowledge on this topic (We always know more than we think we do!) and proceed to gather extra information that isn’t already in my brain box. Chances are we have already got plenty of info on the topic, so I first go to our blog or company site. If I still need more info, Google is my friend, or I can also ask team members from other departments whose area of expertise includes the focus topic. Once I have gathered all necessary info, I create a simple structure including H2 and H3, then I get writing, always trying to use accessible language that isn’t too overly complicated and will reach audiences of different knowledge levels. Once I am happy with my content, time to add useful links, apply SEO practices in order to rank, aaaand then it’s posting time!

Q: How do you inspire yourself? How do you keep yourself motivated?

As cheesy as it may sound, my source of inspiration is entirely people-centric. For instance, when I write a blog, what makes me go the extra mile is the fact that it will bring something to the table for whoever is at the other end of the screen. For Social Media, I especially enjoy the staff features or event pictures since our team members are genuinely happy when they are given the spotlight (As we all do!). On the other hand, I do genuinely enjoy working with the people I work with. Making sure that everybody is happy and fulfilled and having all they need is what keeps me going. So, yes, I guess my motivation is and will always be human beings!

Q: What are a few ways in which you think working at ExoClick helped you grow as a professional and individual over the years?

Having a very supportive manager (Go Giles!) who is always open to new ideas and empowers each one of us to grow, as well as awesome team members who are open-minded, great professionals, and just genuinely nice human beings, both have been a considerable part of me coming out of my shell both at a personal and professional level. ExoClick also offers a dynamic work environment where several projects and events are always happening, which creates the perfect scenario for professional development.

Q: Which is your favorite part of working at ExoClick?

Alice, Laura, Giles, you are a dream to work with and I truly have a sense of family here, and of course everybody else across departments, including HR, Sales, Finance, Customer Success, Compliance, etc. And of course I enjoy the dynamic work (never a dull day!) that comes into our Ad Tech platform Marketing strategies! and the company benefits are a huge incentive; Wednesday Yoga at the office, free classes at the Mapfre, healthy snacks and munchies, subsidized gym membership, monthly free massages, etc. And lastly, the fact that people are just open to do stuff, for instance, we have started a meditation group on Tuesdays after work!

Now you know who works in ExoClick’s Marketing Team, and how they set their strategies to educate ExoClick’s clients about Ad Tech features! Are you looking to pursue a career within the Ad Tech industry and would like to join ExoClick? Check out our Careers Page to find out more about our available positions!