Member StoriesSam McAllister

Tell us a bit about you and your career path before studying at the Digital Marketing Institute

After secondary school, I decided to take a gap year which terrified me a little. I was coming straight out of 14 years of education so I was completely accustomed to a more regimented life.

I was pretty lucky that about a year after I started creating, The Luxury Collection (Marriott) connected with me after seeing some of my work on Instagram. They invited me on a week-long trip to photograph two properties in Vienna & Salzburg, Austria. It was an amazing week. After I got home, I was like, "this is what I need to do." I got incredibly motivated.

Over the last several years, that risk has paid off. I've worked on creative campaigns for Marriott, Volvo, and Huawei.

What influenced your decision to study a digital marketing program and why did you embark on it?

Studying a digital marketing program, although very different, allows me to be a little more flexible with my time. It's very attractive to me to be able to work solely from my laptop and not be concerned about making it to lectures or seminars at a set time. It's allowed me to do everything in my own time.

What courses did you choose to study?

I have completed the Professional Diploma in Digital Marketing, and I'm now halfway through the Postgraduate Diploma.

Why did you choose to learn at the Digital Marketing Institute?

In a litmus test of sorts, the Digital Marketing Institute was the first results I found through searching online. I think if you've managed to out-SEO your competitors, it's a fairly good indicator that you're leading the game.

How did the knowledge and skills you gained help in your career as a travel photographer?

It's helpful to have skills the transcend your industry, I'm confident that when I graduate I'll be in a better position should I choose to switch careers or industries.

What are the plans for your career and how do you think the certification will help achieve your ambitions?

The past few years have been an absolute whirlwind of experiences so I can't say for certain, all I know is that I'll continue to seek out that which makes me happy & attempt to create a career around it. Having a internationally transferable degree will stand to me.

What do you think the future holds for the world of digital and those working in it?

It's the most exciting industry to be in right now. Seeing Amazon expand across almost all sectors and dominating them is just an example of what new retail will look like.

More solidified metrics across analytics platforms like the new release of Google Attribution will help brands truly realize the potential of digital marketing if they have been slow to adapt.

Is there any advice you would give to new or future students at the Digital Marketing Institute?

Work hard, aim to differentiate yourself from your peers by gaining experience outside of the “classroom”, and have fun!

In one word, how would you describe your time in the Digital Marketing Institute?

Flexible, Enjoyable, Informative