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In January 2023, 10 months after joining Coin Street as the new Marketing Coordinator, I decided to take on a new challenge to support my professional development.
I began studying part-time for a CIM Level 4 Certificate in Professional Digital Marketing, alongside my busy full-time role. This was definitely an interesting experience, as it was the first time I had attempted to juggle full-time work with study, which felt very different to my time at University where I juggled part-time work. I had also never studied marketing previously, having obtained an English Literature degree, so this opportunity presented the chance to learn more about marketing than ever before.
I passed my Level 4 Certificate with a Distinction and completed my CPD (Continued Professional Development) with the CIM (Chartered Institute of Marketing) for 2023/24. I then decided to take my development one step further – I began studying the CIM Level 6 Diploma in Professional Digital Marketing in January 2024.
What did I learn?
The Level 6 Diploma consisted of three modules – Marketing & Digital Strategy, Digital Optimisation, and The Digital Customer Experience.
Marketing & Digital Strategy was about learning how to take on a more strategic role in marketing, an essential skill needed to reach marketing manager level. The module taught me how to develop an overall strategic marketing plan, make informed decisions, optimise resources, and drive our marketing activity towards our goals in a competitive and dynamic market environment.
I learned how to adapt planning frameworks and associated models to create a range of specific plans that integrate to deliver and support the marketing plan at a strategic level. This is a skill that I’ve found useful as I have progressed in my role, taking the lead on major multi-channel, fully integrated marketing campaigns across my areas of work, such as Oxo Tower Wharf and the Family and Children’s Centre.
Digital Optimisation focused on learning how to optimise digital channels and digital marketing activities. In today’s dynamic digital landscape, understanding how to optimise marketing using data and insight is key in improving the customer journey. We learned about strategic frameworks and implications of developments in the digital environment, and how they can impact marketing.
This was helpful in learning more about how to optimise our social media marketing for Oxo Tower Wharf and Gabriel’s Wharf, such as the optimisation of our Instagram channels and planning the future launch of our TikTok channels.
The Digital Customer Experience module focused on optimising the digital customer journey using digital marketing channels. As customer behaviour has drastically changed with the digital revolution of recent years, this module highlighted ways to adapt to the changing market to fulfil customers’ needs. The module provided knowledge on how to select the appropriate channels to meet objectives and provide the desired customer experience by understanding the customer’s journey.
I regularly use the skills I learnt from this module in my work on digital campaigns, by ensuring the digital customer experience for our B2B and B2C audiences is seamless through our website, social media marketing, email marketing, and more.
How did this help me progress and develop?
In February 2025, I passed my Level 6 Diploma with a Merit, completed my CPD for 2024/25, and upgraded my CIM membership to ACIM status. Having also celebrated 3 years at Coin Street in March, I was also promoted from Marketing Coordinator to Marketing Officer.
My Certificate and Diploma were both hugely beneficial in my career development at Coin Street, as working and studying in marketing over the years has helped me progress from an entry-level role to a mid-level role. As my experience increased working on new projects, my knowledge of strategic marketing methods and frameworks did too, which has had a huge impact on my confidence at work.
Looking forward, I will continue working towards achieving my CPD for 2025/26. I’m excited to attend my Graduation Ceremony for my Diploma on Saturday 1st November 2025, and to apply my learning to my campaigns and projects in the future.