This director of digital marketing has some advice for jobseekers

Clara Mattucci’s usage of social media goes deeper than simply sharing memes and catching up with old friends.
For four years, Mattucci, who believes having a strong online presence is essential to having a successful business, has helped numerous clients build their brands and connect with their target audience online. She’s director of digital marketing at GillespieHall Public Relations in Hockessin, Del.
“Relationships are at the core of every business. PR is all about relationship building — and digital tools provide excellent opportunities to build loyalty,” she explained. “Consumers are using social media and online search overwhelmingly to find solutions for their needs and choose what solutions to buy. Businesses that don’t have an online strategy are already being left behind.”
Mattucci is very aware that the digital world is constantly evolving. To become the voice of their clients, she and her team spend a lot of time researching the latest tools and trends and getting to know their clients, who are from all over the world.
“My team and I always start off every day with a strategy review on each digital account. This is a nimble medium and we can change a tactic very quickly,” she said. “Creating social media content starts with a deep understanding of who our client is and what their audiences expect from them. It involves conceptualization, writing, graphic design, editing and analysis. A digital marketing manager also must create and run advertising campaigns — understanding what works best to capture our audience’s attention. Metrics are at the core of every decision we make.”
Along with becoming one with the brands she represents, Mattucci believes the diversity of the GillespieHall team and having the opportunity to work closely with the firm’s leadership team is the key to the team’s success.
Mattucci, who has a bachelor’s degree in sociology from St. Olaf College in Minnesota, credits her interest in social science research to her ability to succeed in a data-driven field. Because social media and digital marketing is a non-stop industry, Mattucci acts on the data in real time.
The digital marketing manager has some sound advice for recent graduates and young professionals looking to get into the industry. (Editor’s note: Use this advice when scoping out new jobs at our tech jobs fair, NET/WORK, on March 30!)

• Pay close attention to what brands are doing with online marketing.
• Practice communicating professionally online.
• Seek out internships or job shadowing opportunities or work for a family member or create your own page and test different methods for getting in front of people.
• When you apply to work at an agency or in a company’s marketing department, tell a story about what you have achieved using digital tools — beyond using them socially.

“Businesses are constantly looking to get ahead with digital marketing, so there are always opportunities for new professionals to find their way in the industry,” she said.