World of Work - Social Media & Marketing Manager

29/05/2020 11:30

As part of our new ‘World of Work’ series, our in-house writer Holly Pigache interviews members of the Picaro World and EdTech Lobby community to find out about different professional pathways.  Here, she interviews our Social Media & Marketing Manager, Daria Davydova.


How did you get into your current role at EdTech Lobby and Picaro World? 

Well, to make a long story short, about seven months ago I’ve discovered an e-learning platform Acadium, that allowed people interested in doing marketing to get a remote apprenticeship with a company, needing some help with their digital marketing.  By that time, I had some experience in the field and was quite sure that this was the direction I wanted to move forward in.  I knew that I needed to build my portfolio and be able to show some recommendations, so I found the idea of an apprenticeship very appealing.  I took two apprentice positions, one of them in a company co-founded by Danijela Colic (ELT Songs).  Working there I’ve got to know a couple more of my current colleagues from Picaro World & EdTech Lobby and I guess you all liked me because some months later Danijela offered me to work for her.  The offer I was very glad to accept!


What is the most interesting part of your job? 

Research!  To be fair, research is the most interesting part of nearly everything to me.  In my current role as a Social Media Manager for Picaro World and EdTech Lobby, researching to identify content that can be valuable and interesting for our target audiences is a huge part of my work.  The other interesting and exciting side is analytics.  I enjoy following the numbers to learn what content our audience appreciates the most and if there is any kind of variation between different platforms.  Information like this can drive future decisions on social media posts.


What is something that surprised you about your work?

Leadership.  Dani is an excellent leader and she also allows us to ‘lead’ within our fields and tasks.  During my internship and following work experience, I was pleasantly surprised to see the contingent reward leadership style that I only read about earlier but never experienced in my previous career.  This style of leadership is motivation-based and rewards employees who meet their identified goals.


Have there been any key turning points in determining your career progression? 

For my social media marketing career discovering Acadium and deciding to join was definitely an important moment.  Speaking more broadly, there was a moment when I was able to admit to myself that I hadn’t been enjoying my career in academic science for a while (I hold a PhD in molecular neuroscience and spent nearly 15 years doing bench work).  And sure it was scary to start all over again but it was the right thing to do for me. 


Describe your career journey in three words. 

Unconventional.  Bumpy.  Passion-driven.


Do you have an ultimate career goal?  If so, what is it?

Fame! Haha – just kidding!  But I definitely aim to become an expert in my field.


Would you do anything differently if you could start your career again?

If I could start all over again, I would be braver.  It took me way too long to get rid of ‘imposter syndrome’, which in turn meant lots of wasted time and possibilities.


If you could do any job in the world, what would it be?

For now, it would definitely be the role I’m in – social media marketing.  But sometimes I regret we can’t live multiple lives – there are so many things I’d love to try!


What’s the main piece of advice you would give to someone wanting to get into a career in social media (management)? 

Be ready to learn every day (don’t enter if you don’t enjoy it)!  It is quite common that the exact thing that worked for you yesterday doesn’t work today – it’s not you, it’s an algorithm.  You’ve got to enjoy starting from the beginning over and over again.