Meet the Mentor – Susan Azari

Written by: on October 14, 2019

Sue is currently a mentor on our Tech for Good programme at Hugh Baird College. She works as a Mobile App Commercial Lead at Shop Direct and has previously worked in broader marketing roles at a mixture of tech start-ups and larger retail businesses.

How did you get to where you are today in your career?

I started in a graduate merchandising role when I left university and then moved into a marketing role when a vacancy came up at the company I worked for. I have since moved to more mobile-focused roles working across push notification and app marketing. I have been able to pivot in my career a few times by being proactive at taking on new projects, moving sideways to new roles within the same company and also working at a couple of start-ups where there was more opportunity to get hands-on and learn new skills!

What skills do you think you need to do your line of work?

An understanding of how to decipher data, good communication skills, and the ability to quickly adapt to new technology.

What does your average day look like?

A typical day involves looking at key metrics for the app, assessing where we’re driving installs from and how they are converting. I also look at competitor activity, see how we’re benchmarking and opportunities to increase our ranking in the app stores.

I work with an agency on paid campaigns across channels such as Apple Search and Google, and I also work closely with the Product, Developer and UX teams on potential new features for the app, using data gathered within the business to understand how customers are using the app and what features they would value seeing from a marketing perspective. I then create a business case for what is required.

Any advice for a young person who might want to do this as a career?

There is quite a wide remit within the role (I am constantly learning something new), so focusing on digital marketing is a great way to build a good base knowledge. You can then use online resources to learn skills relating to areas such as HTML/CSS and UX. They’re not essential for the day-to-day of the role but it’s good to understand some basic principles so that you can confidently talk around those areas with the teams you will be working with. I would also recommend keeping up-to-date with what is happening in the industry (Business of Apps and Marketing Week are great resources for this).

Why did you want to become an InnovateHer mentor?

I believe that women can do anything and everything, and I strongly believe that diversity within businesses is important and essential. I wish InnovateHer existed when I was younger, as I had no idea how many technical roles existed (and that they don’t all involve coding!). I want to help inform young women about the breadth of rewarding career opportunities that exist within the STEM sector, and the great opportunities they have to be successful within those roles.

Find out how you can help inspire the next generation of InnovateHers like Susan here.