Specifically, I specialize in creating multi-channel strategies for digital and integrated marketing campaigns.
WHAT STEPS DID YOU TAKE TO GET TO WHERE YOU ARE NOW?
Oh, it's been a journey.
I attended The University of North Texas’s Journalism school, where I was initially interested in becoming a copywriter. In 2010, I got the chance to participate in a summer school class in New York City where we mostly toured large agencies and job shadowed different disciplines. During this time, digital marketing and web design was starting to really pick up, and I found myself drawn to strategy positions that were more technical but integrated well with the creative process and different teams. I remember coming home at the end of the summer and telling my parents “I want to do something with the INTERNET!" Which is really funny to think about now.
Fast forward to my last semester of college; I managed to get a full-time job as an SEO specialist at an interactive marketing agency where I learned the ins and outs of paid and organic search, as well as the fundamentals of web design. From there, I explored UX and information architecture and eventually wound up at a brand strategy firm that allowed me to learn about branding and develop integrated digital strategies to help clients achieve their business objectives.
Now, I currently work at a very large ad agency in Dallas, but I like to take on interesting freelance projects to stay sharp and learn new things.
FOR OTHER PEOPLE IN YOUR FIELD, WHAT DO THEY USUALLY LACK?
Strategists, no matter their background or specialty, love to solve problems. But some are quick to jump the gun without putting in the time to thoroughly research their client's target audience and market. I like to take the time to do a research discovery before making any strategic recommendations for my clients.
WHAT ARE YOU WORKING ON RIGHT NOW?
Strategy Soup is a weekly digital strategy newsletter I've been working on since 2016. I just sent out issue #60 this week!
I've been consulting on creative testing strategy for a new organic pain cream for the past few months, which has been interesting.
I'm also currently working at an ad agency in Dallas, where my primary client is a top soda brand.
WHAT'S YOUR STYLE/PERSPECTIVE/TASTE? DO YOU HAVE A PROJECT THAT REPRESENTS THIS?
Check out some of my favorite projects here: http://edvvards.biz/recent-work/
My work can be a little cheeky, but the strategy always ladders back to my clients' business objectives.
WE ARE ALL SLASHIES WITH MULTIPLE SKILLS, WHICH ONE DO YOU WISH YOU COULD DO MORE OFTEN?
I'd like to focus more on content strategy and social content creation. I've been taking a few photography Skillshare classes here and there and hope to sharpen my skills over the next year.
WHAT IS FRUSTRATING YOU RIGHT NOW?
There are not enough hours in the day.
IF YOU COULD HIRE SOMEONE FOR $20/HR, WHAT WOULD YOU HAVE THEM DO TO MAKE YOUR DAY EASIER?
A developer to help me create my one-off pet project ideas.
LET'S BRING OUT THE TIME MACHINE. WHAT DO YOU WISH YOU COULD HAVE TOLD YOURSELF, WHEN, AND WHY?
I'd go back to when I was 21 at my first job and say, "Don't be afraid to ask questions."
IF YOU COULD TALK TO AN EXPERT TO GAIN MORE INSIGHT ON SOMETHING, WHAT WOULD IT BE ABOUT?
Audience research - specifically primary research methods and user testing. I would love to layer in more primary research into my strategies.
WHAT KIND OF OPPORTUNITIES/PROJECTS ARE YOU LOOKING FOR?
I'm looking for project-based strategy work, and monthly retainer partnerships.
DESCRIBE YOUR IDEAL JOB/CLIENT/COLLABORATION.
In the past, I've worked well with creative teams (typically designer/developer or designer/copywriter) and small-mid size businesses. I enjoy working on lifestyle brands, consumer goods, and product launch campaigns.
WHAT IS YOUR HOURLY RATE, RETAINER, OR SALARY RANGE?
The scope depends on the project, but my usually services are:
Social Strategy and Media Planning
SEO Migrations and Audits
$80/Hour, Projects start at $2,000.
HOW SHOULD SOMEONE APPROACH YOU ABOUT WORKING TOGETHER?
HOW DO YOU STAY CREATIVE?
Not afraid to talk to strangers.
This member profile was originally published in April 2017.