We’re thrilled to share that Phoebe Carrick has been promoted to Paid Media Strategist, just a year after joining Green Ginger Digital.
Phoebe’s journey with us so far has been one of curiosity, ambition and delivering real results for our clients. Since day one, she’s brought fresh thinking and a collaborative spirit to every campaign, helping brands like Pret A Manger, W7, and Beal Homes get the very best out of their paid media activity.
It’s only fitting that she now steps up to take an even bigger role in shaping strategy, driving performance, and ensuring our clients stay ahead of the curve.
To mark her promotion, we asked Phoebe a few quick-fire questions about her new role, what’s trending in the industry, and what she loves most about life at GGD.
Here’s what she had to say:
Tell us about your new role
I’ve recently stepped into the role of Paid Media Strategist, which means I’m now taking greater responsibility for client performance, strategy and reporting.
I’m diving deeper into the data, analysing results and spotting opportunities, always with the client’s goals in mind.
It’s exciting because I get to think more holistically about how every decision impacts the bigger picture of paid media performance. I love working closely with clients, helping them understand what’s working and where we can push things further. There’s something really satisfying about seeing a strategy come together and knowing you’ve played a part in driving real growth for their business.
What trends are you keeping an eye on for Peak this year?
Brands are going earlier and for longer. It’s no longer just about Black Friday to Cyber Monday; this year, we’re predicting a three-week peak period, with shoppers buying over a longer window rather than holding off for ‘the big day’, or, more specifically, the big weekend.
This means brands need to strategically pace their offers, budgets, and activity to maintain momentum and remain competitive across the entire peak period.
We’re also expecting stronger Sundays, as shoppers browse and compare deals during the week, before committing to purchases on the weekends. Furthermore, I recently discussed the power of the summer season, specifically for TikTok, in a blog post that is certainly worth checking out for brands looking to make the most of the summer season.
What advice would you give to someone starting out in Paid Media?
Take every opportunity that comes your way, even the ones that scare you a bit. You’ll learn so much about the industry and about yourself in the process, and access opportunities you might not have otherwise.
I’ve found that the moments I’ve grown the most have been when I’ve said yes to new challenges, even when I wasn’t sure I was ready.
And don’t be afraid to ask questions! Paid Media moves incredibly fast, and there’s always something new to learn, so stay curious.
And finally, what’s your favourite thing about working at Green Ginger Digital?
It’s definitely the people and the culture, and I love the flexibility and the trust that are built into the organisation. We all work extremely hard for our clients, but we’re given the space to do it in a way that suits us.
The team is just brilliant. Whether we’re stuffing our faces at lunch, building terrariums for a team social, or heading to the panto at Christmas, there’s always something going on. We spend so much time together day-to-day, so it makes a significant difference to have those moments where we can switch off, have fun, and actually get to know each other as individuals.
Plus, I get to work with some amazing brands, which keeps things exciting and fresh!
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Phoebe’s promotion is so well deserved, and she’s a brilliant example of what’s possible when talent, curiosity and determination collide. Watching her grow in her role over the last year has been fantastic, and we can’t wait to see what she achieves in this next chapter.
At Green Ginger Digital, we believe in giving people the freedom and trust to take ownership, test ideas, do great work, and make an impact, while maintaining a genuine work-life balance in the process.
If you’re an ambitious digital specialist looking for somewhere you can really grow and thrive, keep an eye on our Careers page for the latest vacancies.
We’re often on the lookout for brilliant people to join the team and help us deliver strategies that make our clients’ businesses grow, by connecting them with the right customers, time and again.
