An integrated awareness campaign, created to identify why so few girls are pursuing careers in IT, generates substantial brand power for CompTIA.
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I recently sat down with Sarah Hale, an account director for the Marketing Technology team, to learn more about her experience at Walker Sands and her goals for the practice area. During her three and a half years at Walker Sands, Sarah has played a key role in leading the agency’s efforts to deliver strong, measurable results for our clients. She has witnessed Walker Sands double in size and expand our services to provide an integrated approach to PR and digital marketing. She’s excited to see how our agency will continue to grow and to do her part in finding new, innovative ways to help future clients achieve their goals and objectives.
Here's what Sarah had to say during our Q&A:
1. What is your role at Walker Sands? What does your day-to-day look like?
My role is serving as an Account Director for the marketing technology team. My day-to-day schedule consists of collaborating with account executives and other teams, such as the digital or social teams, to develop and implement high level strategies that help our clients reach their goals and objectives.
2. How has Walker Sands changed since you first started at the company?
We’ve matured and grown a lot in just three and a half years. Formerly, our digital offerings (web design, SEO, PPC, etc.) were fully distinct from our PR offerings. As we evaluated the journeys that B2B buyers take in evaluating tools and options, we realized that didn’t make sense. As our research has shown, multiple decision-makers and dozens of touchpoints are involved in a single B2B buying decision- and you can bet they are neither all media placements nor all digital touchpoints. We now offer an integrated offering that responds to where buyers are, but my sense is that we’re slightly ahead of the marketplace in doing so. Most importantly, an integrated approach is the best way to help our clients meet their marketing, sales and overall business goals.
3. What do you like most about working at Walker Sands?
The level of freedom Walker Sands gives its employees is definitely my favorite thing about working here. This freedom is what allows me to strategize and think in innovative ways that help me make a client’s campaign or account as successful as possible!
4. What sets Walker Sands apart?
I think one of the things that sets Walker Sands apart from other agencies is our versatility. Many agencies tend to stick to what they’re comfortable and familiar with, while we’re ready to accept a challenge and work in areas we haven’t necessarily worked in before. I also think Walker Sands is a bit more responsive than other agencies, that is, we pay careful attention to a client’s unique needs and do our best to satisfy them and help them reach their goals and objectives.
5. What excites you most about the next year at Walker Sands? The next three years?
I’m really looking forward to being able to work with new clients. Working with new clients is a great way of learning more about the marketing technology industry and expanding Walker Sands’ area of expertise, so I’m definitely looking forward to that. I’m also excited to see the company continue to grow and expand and to witness our employees continue to develop, both at the personal and professional level, during the next three years.
6. Have you ever had in-house experience and if so, how dramatic was the transition to agency life?
Yes! I actually worked in an in-house setting before I started my full-time career. I would say the transition into an agency environment wasn’t that dramatic, since I saw a lot of the qualities that make an agency great, like being responsive, fast paced, and driven in the in-house team I worked with before transitioning into the agency life.
7. Do you think the work culture at Walker Sands is going to change as the company continues to grow? Do you think it’ll become more corporate?
Since starting at Walker Sands three and a half years ago, I’ve noticed the company has managed to retain its open work environment and distinct work culture, despite its extraordinary growth. Walker Sands has also been able to create a more “polished” image than when what we started out with, without abandoning our values. I think that’s an indication that we will be able to manage our growth without becoming too corporate, both culturally and in structure.
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