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Digital Marketing

Q&A with Cristina Boydell: Digital Account Manager at Skywire Studios

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July 20, 2020
Mar 29, 2016

On today’s The Wire post, we thought we’d bring you a little something different and let you in to the life of our very own Cristina Boydell. Born and bred in Canada, Cristina has a solid and diverse experience in luxury marketing under her belt and is now one of our fabulous Digital Marketing Managers here at Skywire. So let’s find out a little more shall we…

Q: What attracted you to digital marketing?

When studying for my MSc in fashion marketing over 6 years ago in Manchester, I became fascinated by the growth of social media and the influence of fashion bloggers on the industry. So much so that I chose to write my dissertation on the topic and focused on luxury brands in particular. Back in 2009, there was not much literature on digital marketing as it was such a new area, especially on social platforms within the luxury industry. I predicted that online would be a huge area of growth for high-end brands, some of who were still resistant to eCommerce or even having a social presence at the time. I knew that I wanted to pursue a career in this exciting and growing online world for luxury retailers.

Q: How long have you been with Skywire?

I have been with Skywire for nearly 2 years now… but it feels like longer than that! We are a small team and like a little family in Notting Hill. Especially with our office dog Casper around! I feel privileged to work with such a nice team of people.

Q: What’s your favourite part about being a Digital Account Manager?

I love how everyday is different – from briefing the creative and development teams on a new project, researching new digital marketing ideas and website usability reviews, launching a brand new website or pitching for new business.

Q: What clients and campaigns do you work on?

I work for a variety of clients within the luxury fashion, beauty, jewellery and lifestyle sectors on our various platforms across strategy, creative, technology and online marketing. This includes on-going Magento website maintenance and Mailchimp email marketing for contemporary womenswear brands Atea Oceanie and Three Floor Fashion. For luxury jeweller De Beers, I look after new design and development projects on Magento and WordPress, as well as their creative advertising campaigns across all of their markets (UK, US, HK, TW, FR). Outside of the ecommerce sector, I also project manage the website of boutique luxury hotel The Wellesley, built entirely on WordPress. Within beauty, I cover website projects for natural brands Elemental Herbology, Kiss the Moon and Mitchell and Peach, while running social competitions for NUXE.

Q: What are three traits you need to do your job well?

Efficient. Organised. Personable.

Q: Who or what inspires you?

On a personal level, the people I surround myself with inspire me, including my friends, family and colleagues. I also love browsing through Pinterest and Instagram feeds to get food, style, travel and interior ideas. I look forward to my daily reads (a bit of a go-to with the girls in our office), weekly Stylist and Grazia magazines, and the monthly glossies (meaning whatever we have on rotation in the office). On a professional level, I constantly keep up to date with the latest trends in online marketing and website design/development. I am signed up for newsletters with Search Engine Land, ShortStack, eCommerce Insights, The Business of Fashion etc.

We recently started up our Skywire Pinterest account, which looks at our various sources of inspiration for email, website design, video and more. We are always checking out other retailer’s websites for ideas and concepts to take forward to our clients.

Q: What’s on your music playlist right now? How does it help your productivity?

We often have the radio playing in the Skywire office, which helps us all concentrate or lightens the mood! Being Canadian I am not ashamed to admit I’m a Belieber. Although I have to say once we’ve heard ‘Sorry’ play three times in one afternoon, we sometimes have to switch the station….

Q: Favourite spots in Notting Hill?

As everyone in the Skywire office knows, I’m a bit of a health foodie so the fact that we work right across from a Planet Organic is a dream! Overall Notting Hill is great for lots of healthy, veggie/vegan and organic spots. Nearby or on Westbourne Grove, I love Redemption, Granger & Co, Nama Foods, Daylesford Organic and Tiny Leaf. If I venture onto Portobello Road, then it’s Farm Girl for brunch, Pizza East for great food and a buzzy atmosphere, while E&O as a long-standing favourite for drinks and people watching.


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