What’s your name and role at Brew Digital?
My name is Nasya Nasseira, and I’m a Paid Media Manager.
What does a typical day look like for you?
My day usually starts with reviewing key performance metrics from the previous day or week, depending on the reporting cycle. My routine often includes checking and responding to Slack messages, especially from team members or stakeholders. Then, I’ll review ad campaign performances across various platforms like Google Ads, LinkedIn and Meta. After assessing the performance, I prioritise tasks for the day/week. This could involve adjusting ad budgets, refining the targeting, or looking into new A/B testing examples online to inspire my next test.
I often take breaks in the early afternoon to recharge and step away from the screen before my evening meetings. Working from home can be challenging sometimes, so I like to take this time and engage in simple activities I enjoy (lakeside walks, a quick game of table tennis, extended lunch breaks, etc.)
Late afternoon until early evening is when I will have virtual meetings with team members and stakeholders to discuss ongoing strategies, share insights, prioritise tasks, or address any concerns. Collaboration and transparent communication are essential in a remote work setting, so I document insights, recommendations, and any significant adjustments made to share with the team. On days when I don’t have meetings, I will use this time to focus on more strategic tasks such as market research, competitor analysis and staying informed about changes in the advertising landscape.
As you’re based in Malaysia, how do you find working with a predominantly UK based team?
It has been an absolutely amazing experience! It has been two years now in Brew Digital, and despite the physical distance, I feel a solid sense of inclusion in the team. We make an effort to celebrate every small/big achievement, acknowledge milestones, and even engage in virtual team-building activities on Fridays.
I’ve found that our team has developed strong communication practices to bridge the timezone gap. I make sure to adjust my work hours to overlap with the core working hours of the UK team. Real-time communication is always ideal, and being flexible with my schedule helps to accommodate any urgent requests or last minute changes. Regular check-ins and updates through Zoom calls and Slack channels help keep everyone in the loop and maintain a sense of unity within the team.
Are there any particular tips you would give to other teams who work across continents? Anything you’ve found particularly helpful, or that they might want to consider?
Understanding and respecting each other’s working hours is the most important. I’m lucky to work with teams willing to accommodate different time zones. Firstly, it’s crucial to establish clear expectations regarding response times and availability (quick tip: mark your standard hours on your calendar). This helps avoid delays and ensures everyone is on the same page, despite the physical distance. Don’t be afraid to ask for regular check-ins for open discussions and address any challenges promptly. There’s a give and take; as long as you check with the person on their preferences, it’s okay to ask. You’d be surprised that some might even prefer to work a non-standard time anyway.
Secondly, leverage any tools that enhance collaboration. We use shared documents and tools like Slack, Monday.com, and Confluence to ensure everyone can access the latest updates. This will enable anyone to strategise and update teams on their progress at different times of the day.
My last tip is to know when to be flexible and adaptable. There will be instances when last minute plan changes become necessary, which can be a challenge for teams. Nothing can be perfect at all times, so it’s essential to have a contingency plan and make room for bumps in the road.
Nothing can be perfect at all times, so it’s essential to have a contingency plan and make room for bumps in the road.
What’s your favourite part of the job?
I love that there is always something new to learn in marketing. I’m passionate about acquiring new knowledge, and I feel incredibly fortunate to be part of a field that constantly evolves with emerging technologies, capabilities, and innovative ideas. This dynamic environment keeps me engaged and motivated as I embrace ongoing learning opportunities.
What are the bits that are most challenging?
Attribution models. Sometimes, customer journeys are more complex and chaotic than we’d like them to be.
That’s very specific! What is an attribution model?
In its most basic form, it is a set of rules that determine how credit for conversions and sales is assigned to touchpoints in conversion paths. It's a way for us to understand which marketing channels or actions are impacting the bottom line. When it comes to paid advertising, there's often no one-size-fits-all solution, and different attribution models may be more appropriate for different businesses, especially in cases where customer journeys involve multiple touchpoints across various channels over an extended period of time.
My best tip is to do your research on the different models and pick one that best matches how customers interact with your business. Determine what sort of learning you want to achieve, and ascertain which specific ads or channels drive the most sales or leads. Don't be afraid to test them out and optimise as you go!
Can you tell us a bit about how you first got into marketing?
I started my professional journey as a PR Consultant and later transitioned into the role of Business Development for a startup company. During this time, I had the privilege of closely collaborating with colleagues who specialised in paid ads.
What intrigued me the most was the team’s efforts to constantly experiment, push boundaries, and optimise campaigns, even in the face of initial underperformance. I learned that there is no one-size-fits-all formula for building successful campaigns. It was more about thorough research and continuous testing—a sort of trial-and-error methodology, so this tackled the fear of failure early on in my career.
This experience significantly influenced my perspective, and I envisioned a long-term career in the digital marketing industry. Motivated by this realisation, I decided to switch roles, fully committing to pursuing a career in paid ads.
Do you have a secret skill or talent your work colleagues don’t know about?
It’s not particularly a talent but more of an unknown fact. Throughout the years, I practised several distinct martial arts styles at different points in my life – namely Karate, Wushu and Aikido. If I have the opportunity to someday, I would love to learn Muay Thai and Pencak Silat.
Is there anything about the job that surprises you? Or something people might not know about what you do?
What blew my mind when I first started was the ACTUAL work-life balance. Not the facade of one.
Is there a project you’re particularly proud of?
I take great pride in a project I actively contributed to within the paid team. At the beginning of 2023, we embarked on a significant initiative to overhaul our campaigns across various platforms from the ground up.
Collaborating with my talented colleagues, we thoroughly analysed our existing campaigns on platforms such as LinkedIn, Google, and Meta. Our objective was to ensure that our messaging remained consistent for each Business Unit within Adaptavist and tailored to each platform’s unique nuances, maximising our reach to different target audiences. The restructuring plan refined our audience targeting, optimised ad creatives, and adjusted bidding/campaign goals. This process spanned months and required close coordination with our digital marketing team, creative team, analytics team, and stakeholders. The exceptional synergy among team members allowed everyone to bring their expertise to the table.
The result was a noticeable improvement in key metrics, including increased click-through rates (CTRs), leads, and a more efficient use of our advertising budget. It was gratifying to witness the positive impact of our collective efforts and see how the restructured campaigns resonated positively with our target audiences across different channels. While there is still room for improvement and testing, it was undeniably a promising start.
How do you spend your ‘off-time’?
Since I spend most of my working hours on the computer, I try to do analog activities after work or during breaks – primarily outdoor activities and reading.
Do you have any book, film or TV recommendations?
My most recent favourites:
Book: The Books of Babel Series by Josiah Bancroft
Film: Miracle in Cell No.7 (2013)
TV Series: Blue Eye Samurai (2023, Netflix)
Is there an upcoming or emerging technology that has you really excited?
With the ever-expanding applications of generative AI, I am very excited about what 2024 brings!
Why do you love working at Brew Digital?
The exceptional level of teamwork within Brew Digital keeps me motivated every day! The collaborative spirit and the mutual support among team members have been a source of inspiration for me. I am fortunate to work alongside individuals who possess a high level of expertise and are deeply committed to their roles.
