Phil Kiel is managing director at Hello Earth Agency.
Kiel joined the performance-driven digital agency in 2019, which is based in Liverpool and specialises in serving socially responsible brands. Hello Earth Agency recently secured a trio of new clients operating in the fashion, dairy and FMCG sectors, and was crowned Performance Marketing Agency of the Year at the Prolific North Champions Awards 2023.
Here, he shares his career journey and words of advice with us…
How did you first get into your industry?
I first got into paid social when I attended a Garry Vee seminar. I was the only person to answer a question on Facebook ads so Gary highlighted me to the whole room. I was – quite amazingly – offered a new job straight after the event by someone who was sat in the audience. That role gave me more responsibility and I quickly learnt a raft of new skills – including managing much bigger budgets – which really took me to the next level. It was quite a sliding doors moment!
What do you love about your job?
I love making a difference to the businesses, brands and teams that we work with. I know pretty much every agency will say the same, but it’s really true for all of us here to Hello Earth. We are lucky to directly work with the founders of many businesses which means we are able to make a massive difference to the trajectory of their enterprises and growth plans.
Over the past few years, we have got to work with some really cool brands and people, so every day is different. That broad scope means we consistently have to challenge each other if we want to improve. That can be tough, but it means we’re always trying to be the best version of ourselves and deliver the best work for our clients. That motivation can’t be underestimated.
Who – or what – has inspired you in your career?
My boss and founder of Hello Earth, Steph Fisher. From day one of my joining, I have seen her total commitment to improving herself each and every day and it really inspires me to try and do the same. As my experience and skills grew, Steph also both challenged me to not get complacent while also championing me with clients and my peers. That support remains a constant.
What are the biggest challenges about your job?
It’s a fast-paced industry which can mean short turnarounds. We are faced with daily deadline and timelines but that’s all part of the job and we know meeting them is essential to ensure our own business – and our clients – succeed.
Also, keeping pace with how each platform changes and evolves. Meta ads and Google ads are constantly developing so we need to stay on the bleeding edge of these technologies to ensure our clients reach their full potential and don’t get left behind. For us, it’s all about success in whatever form is needed. Our clients have high expectations, but that’s what gets us out of bed every day!
What skills have been the most crucial to you succeeding in your career so far?
That’s an easy one: creative thinking and problem solving! You need to know your area of expertise, be able to think on your feet and find a solution. We are there to help our clients and they rely on our core skillsets. It’s our responsibility to make sure they’re the best they can be. We pride ourselves on the fact that we are a trusted partner for so many clients. They turn to us because they we know we are the best at what we do.
Also, despite living in a digital-first and predominantly mobile world, we still take advantage of traditional marketing skills to help communicate with our audiences and drive conversions. Things are, of course, always moving forward but it’s good to combine the ‘new’ with proven tactics and strategies.
What was your first salary and what could someone getting into the industry expect to earn nowadays?
It was a while ago, but… my first salary was £14,000 per year. Whereas someone getting into the industry would expect to earn around £30,000. Quite a jump!
What education or training would be most useful for someone looking to follow your career path?
Marketing qualifications and work experience are important, but the most vital thing is to understand the platforms and how to actually use them. They can also be a great resource to learn about digital marketing as well as performance and marketing for e-commerce brands. Basically, know them inside out.
What advice would you have for someone looking to follow your path?
Number one: There are no absolutes. Whatever you read online or hear from ‘gurus’, no two brands work in the same way, and no two set of customers engage with ads in the same way.
Number two: Always be adaptable and listen. Marketing changes constantly, and so should your skillset. Being receptive to change is crucial.
Number three: Remain humble and focus on you. It’s easy to think there’s always someone out there with a better idea, a stronger case study, or a bigger budget. Close the noise down and focus on what you can control.
