Behind the Screens: Meet Digital Strategist Pam Clarke

Welcome back to Behind the Screens, a blog series where we get to know employees that make up the team behind your campaigns. I’m Kelly Nelson, a Senior Marketing Communications Specialist on Cox Media’s Las Vegas team, and I will be authoring some of these posts this year. Read on to learn more about the people who work together to make Cox Media your ideal advertising partner.

This month we’re joined by Pam Clarke, Digital Strategist, who provides insights into her unique career journey and Cox Media’s emphasis on collaboration.

Thank you for sitting down with me today, Pam.  I’m eager to learn more about your role and how you got here as a Digital Marketing Strategist in our Southeast Region.

Pam: It’s a testament to the power of nurturing relationships and remaining open to new career opportunities. After residing in England from 2008 to 2011, I returned to Florida, embracing the role of a stay-at-home mom to a one-year-old while simultaneously pursuing my Masters in Management and Leadership full-time. As I neared completion of my degree, a former mentor, now employed at the local newspaper, reached out. Remembering my proactive approach to identifying sponsorship opportunities and adept negotiation skills from our prior collaboration when I served as her marketing assistant, she believed I would excel in a Media Consultant the paper was offering.

It had been my plan to complete my degree before re-entering the workforce, but she persuaded me to consider the interview. The sales manager extended the job offer right then and there, and after thoughtful consideration, I decided to seize the opportunity. That pivotal moment in 2013 marked my entry into the world of media! On my first day in the role, we underwent training with a digital vendor called Orange Soda. As they delved into their presentation, a whole new world unfolded before me. While many were struggling to stay engaged, I was captivated, absorbing every detail with wide-eyed enthusiasm. It was a revelation; I grasped the pivotal importance of integrating digital into our clients’ marketing strategies. I was immediately drawn to digital media and quickly excelled in selling its benefits. My proficiency didn’t go unnoticed, and when the position of digital strategist was established, I earned a promotion. As a digital strategist, my role involved assisting other Media Consultants in selling our array of digital capabilities—a position akin to that of a strategist at Cox Media. Throughout my tenure at the newspaper, I frequently encountered—what you might call—a ‘frenemy’: the Digital Sales Manager at Cox Media. We both shared a close rapport with the same Tier 1 client, who evidently spoke highly of me, as the Digital Sales Manager eventually recruited me. At the time, there were two openings: Media Consultant and Digital Specialist, and I eagerly threw my hat into the ring for both positions.

Sounds perfect! So, that’s how you got to Cox Media?

Pam: Exactly! That’s the journey that led me to Cox Media. I was thrilled to accept the sales position and began my tenure as a Media Consultant with Cox Media in November 2016. Within just two years, I achieved Winner’s Circle status and had the honor of being recognized as the Torch Award recipient.

Awesome, and congratulations!  But as you wanted pursue opportunities outside of sales, so what did you do next? 

Pam: Well, in 2019, our beloved Marketing Communications Specialist (MarComm), Dana, announced that her husband received orders to Italy, and she would be leaving the company. I saw this as an opportunity I couldn’t let slip away. I applied and was fortunate enough to be offered the role. Some people questioned why I would leave sales when I was at the peak of my performance, but I knew it was time to embrace something new. Sometimes, you have to take a step back to propel yourself forward! I found great fulfillment in being a MarComm. This position offered increased visibility across the organization, allowing me to forge connections with individuals at all levels and in various markets. I truly felt like a vital component of the team, with numerous opportunities to make a meaningful impact through involvement in high-exposure and high-priority projects. While I cherished this role, my passion for digital media persisted. So, when a Digital Strategist position opened up, I eagerly pursued it—and succeeded! I’ve immersed myself in this role for almost two years now, relishing the opportunity to once again center my efforts around our digital portfolio. What truly excites me is how my background in sales and marketing enhances my collaboration with our sales team, enabling me to be a more effective partner. This position affords me the opportunity to leverage my strengths in sales and client relations without some of the pressure.

Right. How does this collaboration with sales work?

Pam: I thoroughly enjoy collaborating with the media consultants, and I’ve been commended for my patience and ability to effectively convey complex concepts. Digital media is constantly changing and evolving—what we grasp today may very well be outdated by next week. Staying abreast of these changes demands significant effort, and balancing the demands of Sales while keeping pace with the dynamic landscape of digital media can be very challenging. That’s one of the many ways the strategist role can assist media consultants; we are the experts on digital, so they can focus their efforts on selling!

Like you said, the capabilities are always changing, and the way people are interacting with technology is always changing. The way we all did things two years ago, it’s not the same as today.

Pam: Absolutely, it’s incredibly exciting. I find great satisfaction in not only developing strategies but also delving into the analytics. It allows me to narrate the story of our clients’ campaigns and identify areas for improvement. The availability of attribution data enables me to delve deeper than ever before. I take enjoy serving as a trusted partner for both the media consultants and our clients. We operate as a cohesive team, united in our commitment to our clients’ success.

Everybody works together.

Pam: Yes, definitely.  It’s a team approach. Our collaboration across departments and using our individual strengths to develop the best strategy for our clients is what make us truly stand apart from our competition. When our teams (digital, marketing, research, production and sales) join forces, we are unstoppable. We are able to ask the right questions and truly develop a well-thought-out, data driven strategy that will produce results for our clients.

And the more questions you ask, the more you can really hone in on a data driven solution that’s really strategic. Is there anything on the digital horizon that you’re excited about seeing come to fruition?

Pam: Absolutely! One aspect of the digital horizon that I’m particularly excited about is the continued advancement of artificial intelligence and machine learning technologies. These innovations have the potential to revolutionize how we approach digital marketing and advertising. From predictive analytics to personalized customer experiences, it’s kind of scary, but also exciting.

It’s a little frightening but I also like the personalization of getting ads for things I would actually be interested in. 

Pam: I love that too! I’ve been known to buy a thing or two from an ad I’ve seen on social media!

Well, our time is almost up.  One last question.  If you could tell our clients just one thing about Cox Media, what would it be?

Pam: Absolutely! We want our clients to feel confident knowing that there’s an entire team dedicated to supporting them and helping them achieve their goals. Our aim is for them to be able to sit back and focus on what they do best—running their business—while we handle the intricacies of developing, implementing, and enhancing their marketing strategy. With our expertise and commitment, they can trust that their marketing efforts are in capable hands, allowing them the peace of mind to concentrate on driving their business forward.

I love it.  Thank you so much for talking with me today. 

Click here to read more from the “Behind the Screens” blog series and meet more individuals that make Cox Media an ideal advertising partner.