Managing a team of crazy creatives is no easy task. We spoke to Daryn Edison, our marketing manager to find out how he drives a dynamic team of personalities to create amazing things.
How long have you been a marketing manager?
I’ve been in this position for a year and eight months now. I also manage Ants Never Sleep, a digital marketing agency and part of the RAMP Group of companies. I have been in this position for 5 years and 1 month.
My experience in a nutshell:
With over 15 years of experience in various marketing and advertising positions, I am highly adept in branding and communications strategy, marketing automation and digital transformation, as well as agency and marketing management and operations.
Through my career, I have had the opportunity to work on blue-chip brands and companies from a wide range of industries e.g. technology/connectivity, agriculture, pet food, petrol, finance, motor vehicle, FMCG, retail, furniture, fashion and quick service restaurants.
Some of these brands and companies operate in various markets around the globe, though mostly in Africa and Europe.
I am passionate about growth marketing/hacking; using the digital tools available to get the most output with the least input.
In layman’s terms, what is it that you do?
As a marketing manager, I am responsible for the marketing budget, strategy, planning and execution – ensuring all is done in line with the objectives of the business. I drive brand growth and customer experiences by putting people first and using data to improve strategic decisions. I’m accountable for all marketing activity of the brand and the success of the company. A large part of my job is also to build each team member, helping to achieve their own personal and career goals. Operationally, I make sure the department runs smoothly, that all projects and tasks are done on time and with no errors.
What does your average day entail?
I get to the office at around 06:45. Nice and early so I can concentrate on catching up on emails, check my calendar and plan objectives for the day, and get all the urgent work done before the official day starts.
I then lead a stand-up session with the team so that we can all make sure we know which projects and tasks to prioritize for the week and/or day. Shortly after, I have set aside time to review creative work that needs my urgent approval.
My day is usually full of meetings with staff, clients, other departments and suppliers. This usually goes on until or through lunchtime. Usually, I don’t take an official lunch break, I eat pretty quickly and use the time to catch up on emails, read the news, research market trends and the like.
After lunch, there are usually a few more meetings but I try to make sure that no more meetings are had from 3pm onwards so that I can close the day positively, completing various urgent and adhoc tasks that may have come in during the day. I also use this time to gain insights by reviewing analytics and provide feedback on creative work.
It’s important to me that my team works in a fun environment, so throughout the day, I try to make sure that everyone is always smiling or laughing at something.
What is it like working at RSAWEB?
RSAWEB is a growing company and brand. I have been lucky enough to be here during its high growth stage. Its agile approach to business is very fast-paced but exciting. While the business, in general, has a specific strategy and objectives for the year, it is also well-positioned to pivot at any time. This makes life hard some times but it also gives the opportunity for ideas to flourish, giving individuals the opportunity to provide input to the business at any time.
What is your favourite part of your job?
I enjoy the diverse nature of the job. Marketing is no longer just about advertising and sales, it involves all aspects of the business including support, development, IT infrastructure, finance, operations, etc. I get to work with many different stakeholders and have contact with a number of different people at all levels.
At RSAWEB specifically, I work with really smart people in the technology space. I also love the fact that it is still owner-managed and entrepreneurs; that entrepreneurial spirit is often passed on to staff and has helped build the culture of success and accountability at the company.
What is the most stressful aspect of your job?
There is often great pressure on getting a lot done in little time.
Most memorable moment?
It’s hard to choose just one but these are the standout ones:
- My involvement in the successful launch of Shoprite in Africa.
- Launch and management of the digital marketing offering at Salient Strategic Advertising and Design.
- Promotion from COO to MD of Ants Never Sleep.
- RSAWEB reached 4.4 out of 5 stars on Google Reviews, the best ISP in South Africa.
What advice would you give to a marketing manager on day one?
Always fight for what’s best for the customer – no matter how long it takes; it always results in a stronger brand.
If you want to achieve a great number of tasks in less time and with less money/budget, follow the Growth Marketing/Hacking methodology. Always look for ways to do more with less.
At the end of the day, there is only one metric that should matter to a business —revenue. Grow this and you will grow the business.