From Boston to London: Yasmin Abraham’s first year at SE10

We sat down with our digital marketing manager Yasmin Abraham to discuss her first year at SE10. From transatlantic ventures to innovative digital strategies, Yasmin has already made a big impact in her time with us so far.

Yasmin, we can’t believe it’s been a year already! It’s been an amazing year working alongside you and getting to know you as a valued team member. Can you share a little bit about your background and what attracted you to join us at SE10?

And what a great first year it’s been! Getting to know the team has been amazing. When I initially joined SE10, I was splitting my time between Boston and London. It presented an exciting opportunity to work across different time zones, serving clients on both European and American schedules.

My expertise lies in digital marketing, after completing my dual master’s degree in international business and marketing at Hult International Business School in Boston. Throughout my career, I’ve held roles as a digital marketing manager for a production company and a real estate company, gaining valuable experience in locations such as New York and Monaco.

I was drawn to joining SE10 due to its agency environment, having experience with working for a variety of companies. At SE10, I have the opportunity to spearhead large campaigns for major clients, leveraging substantial budgets to implement innovative ideas and digital strategies. The dynamic nature of agency work keeps me engaged and challenged, as there are always new and exciting projects to tackle and learn from!

Can you share a bit more about your approach to collaborating with other team members and clients to deliver effective campaigns?

Certainly! My role as the digital marketing manager at SE10 means I have had the chance to work with most of our clients, no matter where they are. Collaboration is key when working with team members and international clients to deliver effective digital campaigns.

My approach consists of open communication to ensure that team members and clients feel comfortable expressing their ideas, concerns, and feedback throughout the campaign process. I then take the time to thoroughly understand the goals and objectives of our clients. Whether they aim to increase brand awareness, drive website traffic, or boost conversions, aligning my strategy with their goals is crucial. I then ensure that the messaging and targeting resonates effectively with the target audience and involve team members who work closely with the client for their insights and knowledge of the account. Having the account leads help with the direction of the campaign and context of the client has been great.

I then follow up with regular reports and analysis for team members and clients. This transparency ensures that everyone is informed about campaign performance and allows us to make data-driven adjustments as needed.

Yasmin with Rosie, Hannah and Mariana at London's Winter Wonderland in December 2023
Yasmin with Rosie, Hannah and Mariana at London's Winter Wonderland in December 2023
Yasmin with Eamon and Zack on a client trip with the US team in Pennsylvania.
Yasmin with Eamon and Zack on a client trip with the US team in Pennsylvania.

Given your previous experience in digital marketing, can you share a bit more about the fresh approaches and perspectives that you bring to the B2B space?

One of the key approaches I bring to the B2B space is that B2B is human too! In B2B marketing, the focus tends to be on product benefits, competitive advantages, and why a company should be chosen over competitors. This approach can sometimes lack emotional engagement and understanding of the audience’s needs. That’s why I adopt a customer-centric approach, recognising that behind every business entity are individuals making decisions. Understanding the needs, pain points, and motivations of these decision-makers is paramount. By taking this approach, I can tailor our marketing strategies to resonate with these individuals on a personal level, fostering stronger connections and driving engagement.

From my experience, data-driven decision-making is fundamental, allowing me to optimise digital marketing strategies effectively. Leveraging data analytics and insights enables me to identify trends, track performance, and make informed decisions to optimise marketing strategies. It is important to stay on top of the latest software and AI-integrated tools to harness the power of data effectively. By continuously monitoring industry trends and embracing technological advancements, I ensure that our digital marketing strategies remain innovative and impactful.

 What are some of your highlights from your first year at SE10?

In my first year at SE10, I’ve enjoyed getting to know my team and working with fantastic clients. Highlights include visiting FB Chain and learning about their sustainable practices, as well as running a digital campaign for one of their new products. Another standout was touring the Manitowoc factory in Pennsylvania, where I bonded with our US team. Teaming up with Hannah to engage with PR students from Loyola University Chicago was also memorable. I look forward to diving into new projects and continuing to contribute to our clients’ success in the coming year!

Yasmin with members of the US Team
Yasmin with members of the U.S. Team
Yasmin Abraham
Yasmin and Hannah visiting a client in Letchworth to work on a digital campaign for FB Chain.

Looking ahead, what are your aspirations for your career and personal growth within the company in the coming years?

Looking ahead, my aspirations for my career and personal growth within the company are multifaceted. Professionally, I aim to further develop my expertise in digital marketing and PR, leveraging innovative strategies to drive impactful results for our clients. I aspire to take on more leadership responsibilities and contribute to the overall growth and success of the company by attracting new business.

On a personal level, I am committed to continuous learning and growth. I plan to pursue further education and certifications to expand my skill set and stay ahead of industry trends. Additionally, developing relationships with my colleagues and achieving personal fulfilment in my career journey are important to me.

Finally, is there anything you’d like to say to your colleagues and clients at SE10 as we celebrate your first work anniversary with us?

A huge thank you to the SE10 team for making me feel so welcome and supported. It has been a great first year, filled with learning, growth and memorable team meet-ups! I look forward to another great year at the company.

Presenting to the students from Loyola University Chicago and giving insights on digital marketing.
Presenting to the students from Loyola University Chicago and giving insights on digital marketing.
Christmas dinner with the UK team in London.
Christmas dinner with the UK team in London.

By Yasmin Abraham
Digital Marketing Manager

About the Author

Yasmin is SE10’s digital marketing manager, who leverages her skills and experience in social media, lead generation, SEO and more to develop effective digital marketing strategies that help clients meet their business objectives. Splitting her time between Boston, USA, and London, UK, she brings a global perspective and understands how to adapt digital marketing strategies to the specific needs of different markets.