Position spotlight: Marketing Copywriter
In today's Position Spotlight, Audrey Meissner, Marketing Copywriter, shares her experience plunging into the depths of our rebrand and the exciting challenges she sees ahead for the Marketing team.
Can you please introduce yourself?
Hi, I’m Audrey and I joined GetYourGuide in May as a Marketing Copywriter. I spend my days crafting digital marketing content for both Performance Marketing and Creative Studio. This means I write copy for paid search, display, native ads, and brand campaigns. The fun part of my job is there’s always a new project from a different department, which means I get to challenge myself in terms of the tone of voice, which can get complicated. While voice is a consistent personality in our writing, the tone changes depending on who we’re writing for.
From your first day, you hit the ground running. What were your first few weeks in the office like?
Busy — in the best possible way. I started a few weeks before we launched our new brand, so instead of a traditional onboarding over the course of the first few days, I dove straight into the nitty-gritty of implementation. This allowed me to see what the team was working on with fresh eyes, without any preconceived notions. Working on the rebrand project from day one was rewarding because I was able to work towards the company’s primary objective in several key channels. In terms of getting to know my team and coworkers, everyone was warm and welcoming. Lucky for me, I joined in time for our bi-annual team event, so I got to know my team even better on a boat tour of Wannsee.
How did working on the rebrand shape your integration into the company?
I mean, talk about being in “the know” from day one. It was such a great learning experience: despite only being a part of the company for a short time, I was privy to top-secret rebrand concepts. It gave me a great sense of ownership, and also made me feel like my first chapter — and GetYourGuide’s next chapter — were aligned.
What has been your favorite project thus far?
Bringing our new brand to life, no question. Working with so many passionate people towards a goal of that scale was amazing. Every single person working on the project gave it their all, and we were — and continue to be — rewarded by our efforts. If I had to pick one part of the project I really enjoyed, it was working with Native Apps to update the App Store/Google Play texts. This copy emphasizes our mobile-first mindset and how we support travelers on every step of their journey. The challenge in writing copy for the App Store is the character limitations: the message needs to be clear and concise, while accurately expressing what we do. The best part? We were featured in the App Store directly following the rebrand.
How has your onboarding experience here differed from previous experiences?
My onboarding at GetYourGuide was far and away the most detailed process and efficient experience I’ve had to date. Julia, my manager, made sure I met the right people and had access to all of the information relevant to my position. What’s more: meetings, tasks, and trainings were ranked by priority, so I knew where to focus my time and energy from the get-go.
How would you describe your team’s working style and dynamic?
I work with the Ads team and I’m also part of Creative Studio. These teams are different in terms of what they do, but similar in the sense that the people are passionate about their roles and work towards common goals with enthusiasm. It’s been really interesting to work so closely with data engineers in particular, because our fields speak completely different languages. At the end of the day, we all want the same thing: happy customers who can’t wait to travel with us again.
What is the most rewarding aspect of your role?
When all of the pieces come together: the copy, the graphics, and the visuals. Seeing copy interact with our new linear language and beautiful imagery is so rewarding because it brings the words to life. Plus, knowing that the copy I write will engage and inspire travelers is so satisfying. If our customers love what we’re communicating to them, I’m doing my job.
What is the biggest challenge facing marketing copy at GetYourGuide?
Our biggest challenge is being a bit too popular at the moment, actually. Everybody wants a piece of us — which is why we are expanding our team! Aside from needing more wordsmiths, we’re also working hard to make sure that communication, both internally and externally, reflects our new brand and tone of voice. Our ultimate goal is consistency across all channels so that our brand is recognizable everywhere.
What advice would you have for someone who would like to work as a Marketing Copywriter at GYG?
Get ready to learn and back up every single thing you do (or want to do) with data. Always ask yourself “why” and think about the value your idea has for our customers.
Why is right now a good time to join the Marketing team?
Now is the best time to join us because there is a huge opportunity to grow personally and professionally. We’re an enthusiastic, motivated bunch of creatives who love turning travel dreams into reality for our customers and truly enjoy working together.
What do you like to do when you aren’t writing copy?
When I’m not writing, I’m reading. When I’m not reading, I’m baking, talking to my dog, or terrorizing my husband (occasionally simultaneously).
What has been your most incredible experience in recent years and what destination do you want to cross off your bucket list next?
My husband and I headed to Koli, Finland over the new year and enjoyed tons of snow, sauna, and the company of friends. Between dashing between the steam and snow, relaxing, and snowshoeing our way down Mt. Koli, we had an unforgettable time. The icing on top of the kakku (“cake” in Finnish, see what I did there?): ringing in the new year with a burst of fireworks on top of a mountain. Next on my list of travel destinations has a lot less snow and a lot more sun and sand: Greece.
Thanks Audrey for giving us the details on your role. Want to take the next step in your marketing career? Check out our open roles.