For this month’s Ask the Experts interview, we check in with IMI’s Marketing Manager, Dyan Crace, and ask her about what gets her excited about digital marketing and how she’s seen the industry and company evolve over the past four years. As the leader of IMI’s internal marketing efforts, she has worn several hats that has helped get the company to where it is today.
How has your role evolved over your time at IMI?
I came to IMI with a background in traditional marketing [TV, radio, print and PR], with knowledge of social media and email marketing, but I was not as proficient in digital. Originally I was brought on to research TV opportunities, PR outreach, sales support, and branding. Thought leadership was another important aspect, so speaking opportunities, award submissions, outreach, and blog writing were (and are) all part of my role. However, once we decided traditional media was not the plan and realized relevant content and promotion was the main driver of quality leads (outside of referrals), my role evolved. And now, in present day, it’s about managing the team and providing strategy; plus, building and cultivating a strong culture and brand voice.
What drives you and/or excites you the most about digital marketing?
I like educating people and being part of the team that creates educational resources that bring value to companies and employees. I like problem-solving and being the solution, the person to go to when people have a question. If I don’t have the answer, I know how to get the answer. Working on an internal marketing team I have the opportunity to experiment with our digital marketing strategy and be an integral part internal communication and employee participation, which makes the work more exciting.
Who inspires your work ethic and career goals?
My parents. I get excited to talk with them about the cool stuff I get to do at work. Internally, how it makes me feel to provide value to a company.
How do you manage your work/life balance?
Periodically, I take a step back and ask myself the question, why am I doing this? Because I want to? Because someone asked me to? Because it needs to be done?And then I reprioritize based on the answer and whether it helps meet a goal or complete an initiative. I enjoy working, contributing, and being challenged, but have learned over the years my health takes priority. I’ve had to learn that getting overwhelmed and stressed makes me less productive so I’ve gotten good at knowing when I’ve hit my max and need downtime.
What’s the best career advice you’ve ever received?
Believe in who you are and what you have to contribute. Don’t second guess yourself.
For more insight from IMI’s team of experts, read our interview with Donovan Olson, Visual Designer.