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Anatomy of a Growth Marketer is an ongoing blog series showcasing top talent in the field of digital advertising.
Since 2014, Southeast Asian online retail brand Pomelo has been helping women solve the dilemma of having nothing to wear. With 4 new arrivals per week, 365 day returns and affordable fast fashion under two proprietary clothing labels – Studio (sleek and sophisticated) and Soho (fun-loving and funky) – Pomelo is “planning world domination.”
What’s it like to work in a region that TechCrunch describes as “on the cusp of an e-commerce golden age”? We asked Napasagorn Vibulsrisajja, Pomelo’s VP of Marketing to share her experience.
The VP of Marketing role at Pomelo covers a few functions, from Online, Offline, and PR to Partnership. A day for me varies throughout the week depending on the week’s priority and resource requirements. To break it down into more general tasks, my day usually starts with an email check. It helps ensure that nothing important falls through the cracks.
Also, you will most likely receive emails you are waiting for to complete some tasks. Wrap them up, and then you are ready to move on to the next big thing – day planning. Your calendar is one good signal of how busy a day will be for you, between pre-scheduled meetings with your team or cross-functional teams.
A successful campaign will not happen without a thoughtful selection of the fashion set, a well laid-out website and knowledgeable Customer Service Team to help support our customers.
For the leftover slots, I love to pick some and block them up for myself to focus on projects. Once you know what you want to do and how you can accomplish them, everything else is easy.
We work with almost every single team in the company, from Fashion to IT to Customer Service Teams. This is because we need to ensure everyone is fully aware of upcoming campaigns. A successful campaign will not happen without a thoughtful selection of the fashion set, a well laid-out website and knowledgeable Customer Service Team to help support our customers. With that said, most of my team’s time (70%) is still spent working with the external teams. We work closely with platform providers to optimize the ads. Other times we will be on calls or in meetings for Offline, PR and Partnerships. My team will have to ensure everything is ready as planned and the execution is carried out smoothly.
The Nanigans reporting view – you get almost any data you can imagine. This is very valuable to us at Pomelo, as historical data and trends are our main improvement driver. We see data live as the ads run and give feedback to our internal teams for immediate adjustments. With the ease of reporting, we can also carry out various tests and keep strengthening the concepts.
We see data live as the ads run and give feedback to our internal teams for immediate adjustments.
The big bonus is – our Nanigans Account Manager is extremely helpful and always on calls with us when help is most needed.
For me, a lot comes down to training. It is harder to find team members who have direct experience in the region, so my number one criteria is smart hiring. There are many bright young talents who are quick learners with high passion for the industry. Once you have the team, it is all about building the team spirit.
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