Aoife Behan, Digital Marketing Manager, The Montenotte Hotel participates in our
My career feature in Women Wednesday.
Name: Aife Behan
Lives: Douglas, originally from Waterford
Job title: Digital Marketing Manager at The Montenotte Hotel
Salary bracket: 30-45,000 €
School context: After completing my Leaving Certificate at St Declan’s Community College in Kilmacthomas, County Waterford in 2014, I went to University College Cork to study Economics and Italian as a Diploma undergraduate then I graduated from UCC with First Class Honors in MSc Management and Marketing in 2018.
Hobbies: GAA, hiking, reading, socializing.
Describe your job in five words: Creative challenge. Engaging. Reward. Collaborative.
Describe yourself in five words: Reliable, creative, honest, kind, motivated.
Personality needed for this kind of work? In my role as Digital Marketing Manager at Hotel Montenotte, which I have to say I love, creating smart content at the hotel is a very collaborative approach and at the heart of all our marketing strategies. Therefore, it really helps to be pleasant and approachable.
Second, no two days are alike, with the constant advancements in technology and the current Covid-19 pandemic. Therefore, curiosity, adaptability, and creative problem solving are key personality traits associated with the role.
How long have you been doing this job? I joined the Hotel Montenotte team in April 2021.
How did you get this job? Marketing has been a passion of mine ever since I was introduced to it during my undergraduate studies at UCC when I worked part-time with Pipin Pear, a refrigerated baby food company still in its infancy. in its infancy at the time.
I gained invaluable knowledge of the world of marketing through promoting and marketing the product in supermarkets.
After finishing my bachelor’s degree, I directly pursued a master’s degree which allowed me to acquire great theoretical knowledge in marketing and management. Time management and organizational skills were critical to success.
The second stage of the diploma consisted of a five-month internship to apply the knowledge acquired during the year. I was lucky enough to work for the destination brand Cork Harbor Islands which was developed to promote the islands of Cobh, Fota, Spike Island and Little Island. The unique internship allowed me to work independently, from the development of a marketing strategy to its implementation.
It was during this time that “my grá” for the tourism industry began.
I then returned to Pipin Pear as Marketing Manager, where my role focused on content creation. I also did volunteer work for Dunhill Eco-Park where I gained valuable experience in B2B digital marketing.
In 2019, in addition to my role with Pipin Pear, I co-founded a sports recovery business which allowed me to build a brand from scratch before joining The Newpark Hotel in Kilkenny as Marketing Manager. This was my first experience in the hospitality industry and my role involved creating and executing a comprehensive digital marketing strategy which included managing the hotel’s online presence, including social media platforms, website and email campaigns, as well as monitoring and evaluation of all online activities.
When Covid-19 hit in March 2020, I signed up for an online graphic design course to improve my skills, having recognized the value and cost savings of a brand being able to keep all that work in-house. Unfortunately, in July, I was informed that due to an unprecedented downturn in activity, my position was no longer available.
I was very disappointed, but was very lucky that it meant I could focus my energies on navigating my sports recovery business during the pandemic, which involved moving from Waterford City to Kilmacthomas, as well as the creation and launch of a website for the brand. before joining the Hotel Montenotte team in April 2021.
Do you need a particular qualification or experience? It is useful to have theoretical knowledge behind you and, on a personal level, I believe that the experience that the internship gave me was decisive in getting a job. However, there are plenty of free online tutorials and courses worth trying if you think marketing is for you!
Describe a working day: When I arrive at the office at 8:30am, I check my email first before checking all of the hotel’s social media channels for any messages or comments that need to be answered.
I would then usually pop a post on our Instagram page before checking what posts are due for posting that day. After that, no two days are alike.
Marketing at the hotel is a collaborative approach, so we often have team meetings to discuss and create strategies for upcoming campaigns, both with the sales and marketing department and with other departments in the hotel.
Content creation is one of my daily tasks. This can involve anything from taking pictures, shooting videos and reels to recording audio for our brand new podcast, The Full Monty. Once captured, this content needs to be edited, resized, captioned, uploaded and scheduled to be uploaded to relevant digital platforms.
I try to stay at least a week ahead of myself with content, to have some breathing room when things inevitably change!
I generally spend time each day on the Hotel Montenotte website, making sure all content is up to date, all pages are working and content is fully SEO optimized. This involves liaising with our website provider and digital marketing agency.
To increase the number of users visiting the website, we support our organic marketing efforts with paid digital activities such as paid social ads, PPC/Display advertising, metasearch campaigns and more. We also communicate regularly with our email database. So I spend time putting these e-zines together, with great input from the team, before scheduling them online.
Finally, once all the campaigns are in place, it is very important to check their performance and modify the campaigns if necessary, so I would spend time every day doing just that on different platforms.
When the campaigns are over, we look back, detail and analyze the learnings from each to figure out how to make improvements next time. We are delighted to have won the award for Best Social Media Campaign at the Cork Digital Marketing Awards 2021 in association with Cork Chamber.
Setting aside a few minutes each day to watch Twitter and LinkedIn is also important as a means of networking for the hotel.
On a personal note, I recently joined Network Cork late last year and was delighted to have been invited to join their social media team for 2022 alongside some truly inspiring business leaders .
I usually end my day by writing a to-do list for myself for the next day, checking that all requests via social media are answered, before creating an Instagram story that will appear later in the evening!
How many hours do you work per week? 40.
Is your industry dominated by men or women? In my experience it’s 50/50 which is lovely. One of my favorite things about the industry is the diversity of staff. The team is made up of fantastic people of all ages and nationalities.
Does it affect you in any particular way? Yes, having a diverse team really helps my role, because having a variety of perspectives increases creativity. On a personal level, I really enjoy hearing the career stories of other team members – there are lessons to be learned from them!
Is your job stressful? How? ‘Or’ What? Rate it on a scale of 1 to 10: Around 7. Like everything, some days are more stressful than others. The key to reducing stress is planning and allocating enough time to get things done.
Do you work with others or alone? I work in a team. Marketing at Hotel Montenotte is a collaborative approach. We have an excellent sales and marketing department headed by Ray Kelleher, Director of Sales and Marketing, and our team is made up of Zuzana Brosnan, Head of Marketing, and Sharon Murray, Director of Food and Events Sales . I also work closely with Eithne Tighe, our hotel Revenue Manager, and the reservations team.
Best tracks: Constantly learning – no two days are alike. Scope to be creative. Working with different people every day.
You can see the results of your work almost instantly.
The worst bits: I must say that I love what I do! However, if I had to pick a few cons: Social media is 24/7 – it’s important to be active when your audience is, but with planning and teamwork, it’s is very manageable. Reliability of technology – is there anything more frustrating than when systems are working?
Any advice to those who want your job? First, find an industry that really interests you – it’s very difficult to create a marketing strategy around something that interests you little or nothing!
Once chosen, I would recommend contacting such a company to try and gain experience, even if it’s on a voluntary basis initially – it will show your desire to learn. Keep up to date with the latest digital platforms and ever-changing algorithms, stay creative and try to surround yourself with people more talented than you – and don’t be afraid to ask for help – everyone needs help. a support group.
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