For our latest Meet the IA Team post, we sit down with our Marketing Services Coordinator, Stefania Tummillo. During this Q&A, Stef offers up expertise on social media ads and email marketing, along with some insights into how she spends her down time.
Name: Stefania Tummillo
Position: Marketing Services Coordinator
Background: I graduated from John Molson School of Business with a marketing degree in 2019. From there, I went on to work for a start-up firm as a marketing coordinator before joining the Income Access team. Before that, I also worked at H&M for four years while studying for my degree.
Stefania Shares Her Experience at IA
During your time with IA, you’ve created social media ads for a variety of clients in different verticals. What’s something anyone working on social media ads should focus on?
Yes! Two important things I picked up from working on social media ads are the importance of a curated audience group and an organized social content calendar. It’s great to have an engaging ad but if you don’t target the right audience, that ad may not get the attention it deserves. Taking some time to build a personalized audience group that fits your niche or target market, as well as putting together a weekly social calendar to stay organized with a posting schedule is super important when working in social media.
You’ve gained experience with YouTube Ads recently. What are some unique challenges that are present in that space, as compared to promoting in other avenues?
YouTube Ads are all about competing for attention. Generally speaking, the ads placed on videos are usually quick, so you only have a few seconds to engage your audience. This can be an interesting challenge as opposed to ads placed on other social media platforms where the algorithm and format work differently. Another challenge with YouTube Ads is the lack of control over where your ads will show. You can set placements but generally where and how often your ads are shown depends on the AdSense auction and your bidding strategy. However, in my experience, YouTube Ads have proved to be a great platform to promote your brand as the high reach and extensive targeting methods you can set are impressive.
Email marketing has long been a tool to promote brands and something you’ve got to work on in your time with IA. What’s vital for an email campaign to have success?
Similarly to curating your audience group for ads, segmenting your contact list is crucial for managing your newsletter and its success. It targets communications to a specific group of people to increase the relevancy of your emails and can result in higher open rates and click-through rates. Additionally, you want to ensure you’re keeping a consistent theme with your newsletter and optimizing elements such as subject lines, images, and call-to-actions to make it personalized and easier to read.
Get to Know Stefania!
Are there any fun facts about yourself that you would like to share?
I have a not-so-fun fact, as I have a strange fear called trypophobia. I’m not sure why but the sight of patterned holes really grosses me out! You won’t catch me cutting Swiss cheese or opening up a pomegranate with ease.
What does a typical weekend look like for you?
A typical weekend consists of sleeping in, brunches, and shopping. Being the foodie that I am, I love trying out new restaurants in the city. I also enjoy spending time with friends and family as well.
Tell us about some of the hobbies you are most passionate about!
I’m very passionate about fitness and well-being. I love going to the gym and zoning out with my headphones, it’s truly therapeutic for me. Other than that, I enjoy reading non-fiction books.
Sport: Soccer to watch and tennis to play
Animal: Cats but I definitely want to get a dog soon as well!
Musical Artist: My top 3 are The 1975, Kendrick Lamar, and the Weeknd
A big thank you for reading our latest Meet the IA Team post and stay tuned for future profiles on our terrific team!
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