How I Became the Head of Performance Marketing at Adanola
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Rather than giving you our thoughts and soundbites, we wanted to bring in amazing stories from the industry, people whose careers have taken curveballs and they’ve come out on top.
Allow us to introduce Lily Thistlewood, Head of Performance Marketing at Adanola. Adanola is FLYING. Everyone who’s anyone is wearing the product, they’ve grown a massive social following and are a brand firmly on our radar. We chatted with Lily to break down her experience.
Name: Lily Thistlewood
Job Title: Head off Performance Marketing
What do you actually do day to day?
I have a lot of meetings, run a lot of numbers, and do a lot of forecasting. I don’t really get involved in the cool stuff, but luckily for me, I love Excel. We’re a start-up, and I’m an active member of our Senior Leadership Team, so ensuring we’re looking after everyone as we grow is very important to me.
What’s your plotted career history?
I spent 5/6 years at The Very Group in a mix of marketing roles and fell in love with Performance Marketing when I was there. I then took a very bold move to set up my own Performance Marketing agency; I failed after two years but learned a ton in that time. My heart was on the brand side, so I went back in-house (where I belong), working for one of the fastest-growing e-commerce brands in the UK: Adanola.
What got you into your chosen career path?
I jumped from job to job at Very (they encouraged it). I found I got bored very quickly until I started to learn about Digital. Building ads and moving money around, it felt like I was playing a POWERFUL game. It was the perfect mix of analytics and creativity for me.
What’s the best piece of advice you’ve received in your career?
No one’s going to buy it if they don’t understand it. In the job market, it’s YOU they’re buying into, break it down, don’t overcomplicate, cool, calm, collected - always.
If you were starting the working world today, what area interests you and why?
Business, business, business. I love commercials and growth; there is nothing better than working with a brand you believe in.
In your career, what was the moment when you felt like you really went to the NXT LVL?
I’d say in my current role. I am being pushed, but I know I can do it. Previously, I was limited to whatever the client was willing to share with me, but at Adanola, it’s full-on exposure across the whole business. Learning the intricacies of a P&L for a business turning over triple-digit growth each year really turns me on.
What’s the wildest part of your career?
It’s genuinely the performance we’re seeing, it’s incredible, and I’m so fucking proud to be part of it.
What is your superpower and the one thing you’re really fucking good at?
Telling stories. I picked that up during my agency days, I take real pride in being able to interpret information and relay it in a way that makes sense to my audience.
What would be your biggest pointer for someone trying to get a job like yours?
Read a lot, network where you can, and don’t be afraid to press buttons on ad platforms.
What’s in store for you for the next big thing?
I’m putting myself under no pressure. Professionally, this is the happiest I have ever been, so I am just going to roll with it. Keep learnin’ and earnin’✌🏼