Anna Merlo

Anna’s team provide a single point of contact to Vodafone staff for all of Vodafone’s initiatives that require a digital presence. A Digital Activation Manager needs to have knowledge of direct and digital marketing, digital strategy including web optimisation and project management skills to be able to deliver digital solutions right across the business – the biggest client being the Marketing department.

It can be a tough job in terms of time management, relationship management and having to actively drive the online team to brainstorm then deliver solutions in very short time frames. At any one time, Online could be managing up to one hundred campaigns and projects, so communication and structure become very important. Each morning is kicked off with a production meeting, then it’s off to manage the VHA internal client base.

Since leaving university, Anna has worked for some well known brands including News Limited, Salmat and NRMA Motoring. “Working for Salmat made me grow up fast in the industry. I was representing digital to major blue-chip clients with a team of guys who had been in offline communications well before digital existed. Most solutions were bespoke, and I had to be able to speak to developers and clients in their own language and lead whiteboard workshops. I cut my teeth working there because I had to know what I was talking about and had to leave my nerves at the door. Developers also won’t like you very much if you sell something that can’t really be delivered!”.

These days, working client side means building much stronger relationships internally. Working across the entire Vodafone business, a Digital Activation Manager starts to get to know a lot of people. That’s the great part about the job, as there is always someone new to meet. There’s also always something new to learn when you work in digital as media convergence increases and consumers determine the market.

How have you grown: There are very few egos at Vodafone. It allows you to be who you really are. That’s important as you develop your own style, not something out of a text book.

Best song ever: The Last Baron, Mastodon

Most amazing thing you've ever done: Worked in the music industry. Nothing gives you a bigger rush than being on stage.

Current ring tone: ‘Heavy’. Nothing exciting. Just heavy.