Gemma’s first 6 months at Herd

Tell us a little bit about yourself

I am the Paid Media Operations Manager here at Herd. My career in paid search began shortly after graduating in 2015. I’ve had the opportunity to witness and adapt to the rapid evolution of the industry – especially with the integration of AI technologies. This is my second agency role, following a stint in-house, which has provided me with a well-rounded perspective on both client-side and agency-side operations.

In my current role, I ensure clients’ KPIs and goals are consistently met by leading large account builds, overseeing campaign performance from launch to post-campaign analysis. I focus on driving results, while refining processes to boost team efficiency, uphold high standards, and maintain quality control. I also collaborate with the team to generate innovative ideas and optimise paid media strategies for client growth.

Outside of work I enjoy spending time with my toddler, attending a lot of concerts, and binging TV series.

What have you been up to so far?

It’s been a very busy six months at Herd, diving back into the agency way of work. Everyone has been so helpful and welcoming.

I have onboarded three new clients into the business - this included carrying out audits across their paid search accounts, prioritising the improvement of the accounts through a detailed roadmap. All three clients have migrated to Shopify, so I have worked with the development team to ensure a smooth transition and that the new feeds, tracking, and landing pages were all set up correctly.

What have you learned about the world of marketing that you didn’t know before starting?

Thanks to the wonderful knowledge of the performance marketing team, I have been learning how to increase the amount of first-party data into AdWords to provide more accurate targeting and measurement. This includes offline conversions, enhanced conversion tracking, better conversion goals, and Google Tag Manager.

I've also been fortunate enough to work closely with the performance development team, gaining an understanding of the Shopify platform and how its features and functions can benefit paid media performance.

What are you hoping to achieve in the next six months?

Moving forward, I’m eager to continue expanding my knowledge across other marketing channels. I also aim to collaborate more closely with cross-functional teams.

I want to help the team win new clients, whilst also growing and nurturing my current client relationships to deliver even more value and drive long-term success.

Who would be a dream client to work with?

Ticketmaster! I’d be hoping for some sort of discount or first dibs at ticket releases.

What is your favourite piece of stationery?

A four-coloured ballpoint pen – makes it easier to categorise your to do lists.

Tea or coffee?

Tea – one sweetener, bit stronger than a builder’s! On the tired days, a lovely mocha.

Favourite marketing tool?

I have been working a lot lately with Channable – a feed provider. I have been able to optimise and transform my clients’ data that goes to the Merchant Center with custom rules.

Favourite podcast?

Chris & Rosie Ramseys - Sh**ged Married Annoyed. Very relatable and funny.