Today we’d like to introduce you to Emily Edwards.
Emily, can you briefly walk us through your story – how you started and how you got to where you are today.
Oh wow, where to start? There’s a very long version and a short version. Okay, I’ll give you the short romantic version.
When I graduated from UNT at the tail-end of the recession, I knew I wanted to do something with marketing strategy, but jobs were slim pickings then – especially for new graduates. I ended up getting hired as an SEO Specialist at Standing Dog Interactive working on Marriott luxury brands. At Standing Dog, I learned the ropes, and honestly, it was the best first job I could have had.
About a year later, I talked my way into a digital strategy job at Tractor beam. There I helped jumpstart their digital discipline, and for the first time, I was exposed to real brand strategy, good design, and how to run my own P&L.
After a couple years at Tractor beam, I was approached by The Richards Group to join their team and work on digital strategy for Dr Pepper. While I was there, I also got the opportunity to work on Ziegenbock Beer (Ansusure-Busch’s Texas brand), and some international campaigns for Fiat-Chrysler. During those years at Tractorbeam and TRG, I was given the chance to lead projects on my own and was able to grow so much in a short amount of time.
In 2016, things really started to pick up. I began a weekly newsletter called Strategy Soup (the 100th issue is coming up soon) and was making more connections, which then turned into consulting opportunities.
This past fall, when the opportunity came along to join Matchbox Studio and help them build a new strategy disciple, I couldn’t pass it up!
Has it been a smooth road?
Always know your worth. Besides documents and presentations, for the most part, my strategy work is invisible, and I collaborate with different creative teams to execute. At first, having to continually prove the worth of something that you can’t see was exhausting and challenging.
However, as consumer behavior and digital marketing have evolved over the years, people are starting to come around. Companies are now seeing the value of having a strategy in place especially when it comes to creating content.
I will say, that the most significant lesson I’ve learned so far is that confidence comes from being prepared and knowing the material, not necessarily experience (although it definitely helps).
So, as you know, we’re impressed with Matchbox Studio – tell our readers more, for example what you’re most proud of as a company and what sets you apart from others.
I’m working with Matchbox to create new strategic services that integrate with their current branding process. Specifically, we’re focusing on content and social strategy, as well as campaign development. Matchbox has over 20 years of branding and design experience, and I’m very excited to learn from them and create something entirely new with such a talented team.
In the past few months, we’ve launched a national project for Neenah Paper, we’re working on a website redesign for the State Fair of Texas, and we’re working with a couple of cannabis companies on brand development and packaging. Haha, the work is never boring – that’s for sure.
Let’s touch on your thoughts about our city – what do you like the most and least?
I love the creative, scrappy energy Dallas has. We out here.
What do I like least?
The litter bikes, can we do something about the litter bikes, please!
Contact Info:
- Website: http://www.strategysoup.com/
- Email: emily@matchboxstudio.com
- Instagram: https://www.instagram.com/emilyedwards/
Image Credit:
Zach Hale
Getting in touch: VoyageDallas is built on recommendations from the community; it’s how we uncover hidden gems, so if you know someone who deserves recognition please let us know here.
