“CEEJAY IS IN” via Teams is how Marketing Specialist at AA New Zealand, Ceejay Rodrigues found out he was a finalist for the 2024 YouTube NZ Marketing Awards. From learning during Covid to partnering up with TRA on one of his research projects, Rodrigues shares the factors he learnt that has helped him become named as finalist.
Where were you when you found out you were nominated – how did you feel?
I was stoked to be nominated, to me it was another way of my manager’s conveying their sense of belief and confidence in me, apart from them always being so supportive regardless. When I found out that I was selected as a finalist, I couldn’t believe it – it was a genuine shock. I remember I had just left work for the day and was on the bus with my colleague when my phone started going off. I checked the messages and saw one was from my manager, she had sent “CEEJAY IS IN” on our Teams group chat. I went to the MA website to check if it was real and we both let out a muted shout and celebrated when we realised it was there. I called my family straight after to share the news!
What sparked your interest in marketing, and how did you get started?
I got into marketing because I wanted to work in a job that would provide me with both a creative outlet and a constant challenge. Outside of work I enjoy art – reading, writing, and drawing, but when I went to university, I initially chose Accounting and Economics as my majors since were subjects I did well at in high school. I quickly realised I’d be better off studying and working in a field that I enjoy instead, so made the switch to Marketing and Management. My jobs have allowed me to be creative in different ways, and work through challenges and tasks on an ongoing basis.
Briefly, give details of your marketing career to this point.
Like many others during the COVID years, I found it difficult to find a job in my field after graduating. I worked full-time in an admin role for a few months and in that time made a lot of connections. One of those connections led to me meeting my eventual first manager, Caroline, at the NZAA, where I got a job as a Marketing Executive working on content and travel insurance. Just over a year later I was promoted to a Marketing Specialist role which increased my responsibilities within travel insurance in a larger capacity. I also manage content sponsorships within our Insurance & Finance portfolio.
What’s your favourite thing about marketing? Is there a specific area you particularly enjoy, or specialise in, and why?
The continuous opportunity to learn and grow while working on campaigns and projects that enable me to do the things I enjoy – this way a lot of the time I don’t feel like I’m doing a ‘job’ but having fun instead. I am quite lucky that in the two roles I’ve worked in I’ve had a wide exposure to different marketing disciplines including product marketing, content creation and management, and social media. I wouldn’t say I prefer any over another, I’ve found them all to be engaging, so I guess whatever I’m working on at the time is my favourite. I currently specialise in product marketing, which allows me to work with other talented people to produce campaigns and deliver projects end-to-end.
What do you think it takes to be an award-winning marketer?
I think there are a couple of factors that would be required: (1) Having a strong understanding of marketing fundamentals and disciplines; (2) your work proving to have a positive impact on your brand both commercially and in terms of growth; (3) being able to work as a team player who can implement different viewpoints to produce the best outcomes, this can mean having the willingness to test and learn new concepts
Tell us about a specific project you’ve worked on that stands out for you.
Partnering with TRA for a research project on one of our key target demographics. The whole experience was something we had never undertaken before and resulted in creating a brand-new creative route and trying different media channels – some for the first time ever. It stood out for me because it’s what I’m all about, I love to try new things, challenge the status quo and just give things a go.
What has been your most significant achievement in your career so far?
Being trusted to take the lead on large projects and campaigns so soon in my career was big to me. I didn’t think I would get these opportunities until at least a few years in, so it gave me a lot of self-confidence and experience quite early on.
What are the biggest challenges you have faced starting out in this industry?
I’ve always tried to say yes to everything so I don’t feel like I’m letting the team down, or so that I don’t miss out on the experience, but sometimes that can put a strain on yourself and cause burnout. I’ve learnt to ask for help when needed, and realised that most experiences will come around again. I also had a preconception that young marketers need to be doing something new 24/7, but this isn’t true – it’s good to have a decent understanding of when you should do what you know already works and trying to ‘reinvent the wheel’ by being innovative.
What advice do you wish you’d received as a young marketer?
Making sure you’re working on something you like and are passionate about definitely helps. I also think working for a company/brand and a team that aligns well with your personal values and goals is important. Always ask questions no matter how trivial you might think they are; it’s only going to help you grasp concepts and shape your understanding. Don’t be afraid to put forward a new or unique idea, it might not always work and might seem unconventional, but what I’ve noticed is that’s exactly the type of thing people want from a young marketer – be ambitious and willing to try something that goes against the grain!
Where do you think your career will go in the next five to 10 years?
Professionally, I don’t have to look very far beyond my desk at work to see the type of marketer I’d like to be – I’m surrounded by outstanding managers and colleagues who are well-rounded, holistic in their thinking, have a wealth of knowledge, and are well respected within our industry. So for me, whether that means climbing the ladder, or simply continuing to grow my skillset in whatever role I am in, there’s an overall goal of the type of marketer and professional I want to be. I also wouldn’t rule out going overseas. Having lived in New Zealand my whole life and seeing my brothers and friends going out to explore the world, there’s a lot to see and experience.
