Name: Anisha Shah
So, what do you do?
My role involves analysing website data, conducting extensive user research, and rolling out testing strategies for our clients. Each day is different, but is typically anchored around continuous learning; looking into what works and what doesn't on different types of websites using my knowledge of industry trends. Part and parcel of my job is collaborating with a range of different internal teams such as Creative, Content & Engagement, and Client Services.
What's on the agenda for today?
7AM: I eat a hearty breakfast to start my day. Luckily, I only have a 25-minute direct train journey to work, so I won't be leaving my house until about 8:10AM. When I can I enjoy a refreshing walk to the station (if it's not pouring down with rain), usually listening to some up-beat music.
9AM: I read through and respond to any outstanding emails, and check the performance of any tests I might be running on my clients' websites. Seeing test results is one of the most exciting parts of my job! After this, I typically check my to-do list and prioritise my tasks for the day.
11AM: By this time I'll be working through my priorities, which could be anything from conducting user research, analysing test results, or designing or building a test.
1PM: Lunch! I made a New Year's resolution to eat lunch away from my desk every day, which I have proudly stuck to. Taking some time away from the screen helps me feel relaxed and refreshed, so when I come back to my desk I'm ready to focus and have a productive afternoon.
3PM: I'll be back to my to-do list to see what's next, and will use this part of the day to really focus on bigger tasks. I tend to get into my own little world at this point in the day, but I do come out of my bubble to attend internal meetings and gather any information needed for projects.
5PM: Towards the end of the day, I'll be trying to tie up whatever it is I'm working on as I hate leaving work unfinished, especially when I'm 'in the zone'. I'll also plan my to-do list for the next day.
6PM: I'll either be relaxing in a comfy seat on the train home or I'll be listening to music and having a healthy snack to pump me up for the gym. I try to exercise at least three times a week as it makes me feel good, and I'm much more productive as a result.
What's the best thing about your job?
The best thing about my job is its variety; I get to do something different every day, whether it's analysing data or user behaviour, designing a test variation in Photoshop, building a test with HTML, CSS and JavaScript, or presenting test results to clients. I'm also able to work with clients across different industries such as retail, law, finance and travel, which inevitably means tailoring testing strategies to a range of different business goals. Finally, I get to work with lots of different people, from in-house designers, developers and account managers to external suppliers.
What's for lunch?
It's Monday today, so I usually bring in home-cooked food that I made over the weekend. Today I've got tagliatelle pasta with a (non-dairy) creamy pesto sauce and stir-fried vegetables. I've been allergic to dairy products since birth, so I try to get creative with non-dairy alternatives.
How did you get started in digital marketing?
I studied a BSc (Hons) degree in Business & Management (Marketing) with a placement year, which gave me the opportunity to complete a year-long digital production internship at a big multinational entertainment company before graduating. I learnt a lot about website content management during my time there, and developed an interest in UX. After graduating in 2015, I took on another internship with a digital marketing agency, where I learnt a lot about SEO and produced link-building content. A few months on, I gave up internship life for a permanent job, and started a role as an eCommerce Producer for a well-established luxury jewellery retailer. There, I was able to familiarise myself with HTML, CSS and A/B testing while working on various UX projects. My passion for CRO and UX attracted me to my current role at Greenlight.
Plans this evening?
I'm heading straight to the gym this evening. I'll either do my own workout routine, which consists of a 10-minute run on the treadmill and some weight training to build up my strength, or I'll do a High Intensity Interval Training (HIIT) class, which is exhausting but great for building up stamina.
What's your proudest moment since you joined?
I joined Greenlight about eight months ago, and I've had the opportunity to work on some really cool projects. A highlight for me was within my first three months of joining the company: I conducted a full CRO and UX website audit for a client and typed up an in-depth report of my findings. This was a big task which I hadn't done in previous roles, but I threw myself into it anyway and received great feedback from the client.
