Her Story
About Sierra
I've been working as a digital media consultant at WebFX for almost 4 years now, since August 2021, and this is my first role out of college. My background is in strategic communications, and I've always been passionate about advertising and public relations. I really believe the digital media landscape is what the future looks like for a lot of fields in general, so I found this role that fit a lot of the things I was interested in. It's been a good combination of advertising, marketing, and communications all in one. Since we work for an agency, we represent over a thousand small to medium enterprises right now. We're definitely a growing company here in Harrisburg, Pennsylvania. I'm in the earned media department, part of the service delivery team. I don't work with clients directly in my day-to-day role. I more deliver on the services that the account managers are doing the strategic direction for. A lot of my day-to-day is strategizing or helping to deliver on the content, digital media content for our clients, getting their name out there in different ways. My role is very connected to digital public relations, connecting them with relevant publishers to make sure they're being featured. My key role is that I am the subject matter expert in influencer marketing, one of our other earned media services that we deliver. That's what differentiates me from different people on my team - I'm overseeing all of our influencer marketing campaigns at WebFX. I started just by being a support role, helping with general research, and over the last 3 years, I've grown from just being a support role to now completely leading it. Everyone now comes to me for their questions on it. My proudest moment is just taking ownership of this role and figuring out how WebFX can differentiate themselves within the overall landscape of influencer marketing, since we do so many different digital marketing services.
Her Interview
Ten minutes with Sierra
01What advice would you give to young women entering your industry?
The biggest advice I would say to people who maybe are still in college, or even high school, is just taking advantage of all of the resources that are at your fingertips. I found so much help and guidance through connecting with guidance counselors and my advisor in college, who helped me so much, even just to have someone to bounce ideas off of for what I could do. Lean on people who want to help you, and find that in your career, no matter what field you're in. Finding the people who support you and believe in you, finding that pseudo-mentor, is always super helpful. For my industry specifically, I think just not being afraid to embrace change. That's even something that I'm still kind of learning - you get comfortable doing what you're doing, and then even, you know, I've only been here 3 years, and my role has changed so much with the growth in AI. We've been doing so much more with AI, and so it's been kind of scary, but just leaning into it, and not being afraid to just kind of have to roll with it, you have to embrace it, not push back on it.
02What are the biggest challenges or opportunities in your field right now?
Definitely, with artificial intelligence, it has really influenced just SEO in general. We're an SEO agency, and so we're kind of living in this era of zero-click search, where people aren't clicking on links anymore to take you to a website. You're just looking at the overview, or they're using generative AI for search engines. Now, it's really shifted from trying to bring traffic to the websites, and they're now trying to just get AI visibility. That's really just made a big difference in how we create our content, and format it. Instead of appealing more to Google's algorithm, it's more like, what's the AI algorithm going to be? I think it's really going to continue to grow and just seep into all of our services, and it's definitely been something that our clients are super interested in.
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