How I got here - Daniel Lagna
Published: 18 Aug 2014 By Tahja Myer
What does your typical week involve?
Planning the social media schedule for Facebook, Twitter, Instagram and Pinterest, in regards to what we will post that week. I also write the content for the Yumi blog, which we relaunched at the end of 2013 with twice-weekly features. The first is on a Tuesday on diverse subjects such as seasonal trends or red carpet fashion. The second feature is every Thursday on ’10 things we love’, which could be a fashion or beauty trend. I work closely with our PR manager, Laura Hartshorne, and online marketing manager Jessica Keating on these content concepts. Part of my job is also to upload and maintain content, imagery and product descriptions on Magento, an ecommerce platform that lets you manage content and product on the site. This information feeds into the ecommerce sites of stockists such as Debenhams. I report on bestsellers to the business owners Claire and Uttam Nepal as well as the heads of the ecommerce, buying, merchandising, retail and operations divisions, producing a weekly analysis on the products sold. This looks at how well they’ve done, and which content generated the most activity on social media sites.
Which task are you most looking forward to today?
We are doing the ’10 things we love’, where I can be creative and look at what we love as a brand and then translate that to the audience. However, I prefer the social media part of the role. I go to press days and cover them from a socialmedia angle. At the last one, we made a giant Instagram frame with the press posing with hashtags #yumi, #autumnwinter14, #pressday, #cosmic and #distantgalaxies.
How did you get to where you are today?
I was always torn between performing arts and fashion, but after university I decided to follow my passion for retail. While at university I worked as a sales assistant at Republic, and when I graduated in 2008 I was promoted to deputy store manager. I went for the job as assistant allocator at Yumi’s concession brand Mela Loves London in 2010, and then the opportunity arose to work on the ecommerce side for external sites such as Dorothy Perkins, House of Fraser, and then Yumi directly. My philosophy is: ‘Remain positive in all situations, always believe in yourself and never give up.’ When I initially applied for my current position in May 2013, I truly believed I could do it – and I didn’t get the job. Then the person in this role left and, after having spent four years at the company, they understood I was a good fi t and I knew the business inside out – and I became online content assistant.
If you could change one thing about your career path, what would it be?
I would have liked to have made a decision about fashion earlier to have had more time to enjoy this industry. However, it was a hard choice at the time.
What has been your career highlight?
Kick-starting Yumi’s social presence, which I have been working on since August 2013. We have built some great interaction with our audience on social platforms and have people commenting on the weekly competition on Facebook, ‘Which would you choose?’. We ask our Facebook friends to choose between di_ erent dresses, which they can then win or pick another look from the website.
Who has been your mentor?
Yumi owners Claire and Uttam Nepal, as well as my manager Matt Loren, head of ecommerce, all of whom have givenme the opportunity to grow within the company.
How do you see your career progressing?
I’d love to manage my own social media department with a team within Yumi.
If you could work in another area of fashion, what would it be?
PR – I’ve had a taste of it in my current role, working with our PR manager.
What advice would you give to someone wanting to follow in your footsteps?
Within social media, it’s always good to keep on top of what competitors are doing to remain one step ahead of them. You also need to love social media personally and not just in your professional life.
Salaries for this position range from £19,000 to £23,000 depending on the size of the business (estimate provided by Success Appointments)