While approaching to week 4 of my internship at Harry Rosen, I would like to share my experience as a performance marketing intern. My responsibilities so far include analyzing the company's digital marketing campaigns across various platforms such as Google Ads, Facebook Ads, and other third-party marketing platforms. As a fashion company, FW22 has come to an end this January. Harry Rosen experienced a fruitful 6 months, especially wrapping up this season with a successful Lunar New Year campaign.
Being an intern inside the performance team, I get to monitor the daily and weekly budget pacing over several platforms every morning and report to the senior co-workers. Not only do I need to do maths calculations, but I also need to understand every metric and generate insights from the data. For example, ROAS, CTR, and CPC are the important metrics that we look at when doing the presentation. The knowledge I learnt from Analytics for Digital Marketing Course in GBC helps me a lot in interpreting and handling a large amount of data. In addition, the course Paid Media Marketing helps me understand the paid media environment in advance and paves a comfortable way for me in doing my internship here. But still, I need more time to work on this area because digesting numbers and data analysis is not my strength.
On the other hand, I was delighted that I was given the task to create Chinese language ad copy for Google Ads. I was able to participate in the Lunar New Year campaign and make a contribution to the team by widening the audience reach for the paid ad.
In today's digital age, Harry Rosen is facing intense competition from other luxury retailers such as Hudson’s Bay, Mr. Porter, and Nordstrom. As a performance marketing intern, my other responsibilities include improving SEO for the website, such as off-page link-building to increase the Authoritative Score on Google, and on-page reviewing editorials keywords to boost relevancy on SERP. I found that the course Search Marketing from semester one is super helpful in building the fundamentals of SEO. I’m glad that I found this task fine and easy to handle.
Harry Rosen will launch the SS23 fashion season in the upcoming weeks, especially putting more focus on wedding campaigns in the spring/summer seasons. As an intern, I'm prepared to take on new challenges and enhance my data analysis skills as I gain experience.
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