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Marketing

Dina Veljanovska, Brand and Content Manager at First AML

From budding chemistry student to the science of marketing. We caught up with Dina Veljanovska, Brand and Content Manager at First AML to hear about she got into working in tech. Dina helps dispel some of the common misconceptions about what marketers do, as well as highlights how the culture and mission of a high-growth SaaS business is addictive. Thanks for sharing your story, Dina. 

Firstly, how would you explain to a five year old what it is you do?

I make sure as many people as possible know about our company and how our product can help them.

And for the adults, what does your day-to-day as a Brand and Content Manager at First AML look like?

I am responsible for FirstAML’s marketing, from brand development to content strategy, digital marketing and social media. I make sure that our customers are aware of what we do, before their first sales touch point. 

I also make sure that they have the resources they need to make the right buying decisions for them, by creating resources and working with the various departments to communicate the right message.

“People sometimes view marketing as big billboard ads and TV commercials, but there’s so much more to creating a brand and delivering the right message through the right content and channels. ”

What are some of the common misconceptions about working in marketing and how working in marketing for a tech company is different?

People sometimes view marketing as big billboard ads and TV commercials, but there’s so much more to creating a brand and delivering the right message through the right content and channels. 

For a SaaS business, it is especially important that you determine the value proposition of your product far before you set out to market it. You need to make sure you’re communicating this value to the right audience, and determine your message, in order to be consistent and attract new leads. 

However it doesn’t end there, as you then need to nurture these leads through inbound marketing, and once they are your customer you have to look after them too to make sure they are happy and can advocate for your service/product.

“No! I studied chemistry and business at university and thought that I would end up working in a pharmaceutical company or a FMCG business. I never thought I’d end up in tech. ”

Was working for a tech company something you dreamed about doing as a kid, if not what was?

No! I studied chemistry and business at university and thought that I would end up working in a pharmaceutical company or a FMCG business. I never thought I’d end up in tech. 

Tell us a little bit more about your career journey and ultimately about how you ended up working at First AML?

I did a couple of internships at university and I was always interested in marketing or brand development. After I finished my studies, I kind of fell into a communications role at Xero, and loved the culture and scalability of a SaaS company that is taking on the world. 

I ended up doing a few roles at Xero which gave me a lot of transferable skills and experience in marketing and communications. I then made the leap to another tech company called Figured, who were much smaller and I was part of setting up their marketing function alongside my manager. 

It was a huge learning curve and I loved the challenge. So when I saw the opportunity to build and develop First AML’s brand and really drive the marketing function, I lept at the opportunity!

“There is a real culture of trust here and you need to take initiative and make bold decisions to drive the company forward.”

Can you share some more insight into what that transition into First AML has been like?

It’s been exciting. There is a real culture of trust here and you need to take initiative and make bold decisions to drive the company forward. We are all playing our important roles in scaling the company, which is the most exciting part.

Do you have any advice for people considering tech as a career path and how they might get there quicker? 

Women in Tech meetups are always a great opportunity to network and meet with people who have experience in these areas. Everyone’s super eager to help and guide you. My advice would be to go for it and apply for a role you see pop up, you never know what will happen!

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