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Meet The Team – RJ Laylo

BY TOM HART | November 16, 2019

Meet Campaign Performance Professional RJ Laylo. He’s a complex fella, and although it may not look it – he is quite possibly one of the nicest guys you would ever have the pleasure of meeting. When it comes to office Table Tennis, he’s rumoured to be the greatest shot-maker in the modern game.

Could you explain a little more about your position as a Campaign Performance Professional (CP)?

CP’s work in the engine room of the business, quietly going about our business to ensure the magic keeps ticking along that provide our clients with profit and ROI. Although it can occasionally be client-facing, we’re typically behind the scenes creating, managing, and optimising our digital marketing campaigns.

Describe a typical working day for you as a CP?

I like to start my day with a big, tall, glass of tepid water. I’ll scan email and other comm channels for anything urgent, have a quick glance at the calendar, and then proceed to review yesterday’s marketing activities and apply changes and optimise where required.

I’ll move on to the harder stuff (frothy double-espresso macchiatos) before liaising with the Account Management team and Digital Marketing Consultants to discuss performance and potential opportunities of improvement and/or scalability. This is also a chance to get briefed on any client feedback, which often leads to deeper dives in to campaigns and an overall assessment of the marketing mix and technologies being utilised.

Scattered between all this are the typical day-to-day activities of endlessly updating reports, attending meetings, managing inboxes, drinking coffee, and winning at table tennis.

What made you go into digital marketing?

When I first started in 2010 I was fascinated by the profitability and measurability of PPC marketing. I created a private medical insurance leads website, setup a Google campaign, and that was the beginnings of my foray into digital marketing.

Why do you like being a CP?

With an omnichannel approach, appropriate technology, and a conversion-focused website or app that conveys a strong offering to the market, highly profitable digital marketing campaigns can be quite easily achieved. It’s nice being able to deliver this to our clients which is one of the things I like about being a CP.

What is your favourite PPC metric and why?

I don’t have a single favourite. There’s a synergy between metrics that help paint a different picture or interpretation of what’s going on. Within Google Ads, the more recently introduced metrics to replace Avg. Position, Impr. (Top) % and Impr. (Abs Top) %, I’m actually a fan of as I’d rather know what percentage of time my ad shows above the organic results (and essentially above the fold) rather than just an average position. For example, let’s say you have an average position of 1.9, and that even though it’s 1.9, 75% of the impressions an ad received are below the organic results, below the fold, and quite possibly never even seen. This is useful to know, so it’s a nice layer of added transparency Google have added that can help with optimisation decisions.

What has been your favourite moment working at KMG?

There’s been so many it’s difficult to choose, but this year’s trip to Chamonix (which was my first time snowboarding) has been a particular highlight. Admittedly, most of my time was spent with my backside on the snow, but all the reps I put in falling over and getting back up again was a character building experience.

What are you excited about in digital at the moment?

The Internet of Things and how it fits in or supplements existing digital channels.

If you didn’t work in digital, where would you work?

Probably at a trading desk. If I didn’t have to work at all, I’d learn an instrument and become a busker.

Where do you see KMG in 10 years?

10 years is a long way forward to look and I’m no visionary, but IPO in far less than 10 years! ;)

What do you do in your free time?

I love to trade. I trade foreign exchange and occasionally commodities. It’s one of my very few passions and when I think of meritocratic endeavours it’s hard to look past this one. When you’re right you’re right, when you’re wrong you’re wrong, and you only get what you deserve through effort, intelligence, and application. And when I say ‘I’ love to trade – I actually mean I love creating algorithmic robots to do the bulk of the trading for me.

Give us an interesting fact about one of your colleagues.

I work with a legitimate social influencer! They have tens of thousands more followers than me which often brings up feelings of social inadequacy that I bottle up on the inside. You have to guess who they are; otherwise I guess I was wrong about the legitimacy.

And Finally, in 3 words, how would your friends and family describe you?

Enigmatic. Charismatic. Modest.


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