When Holly Wilkinson joined WTW nearly three years ago, she stepped into a role that was anything but static. Based in London, Holly works as a Digital Marketing Coordinator, supporting a wide range of platforms and projects across the digital marketing team. Her journey at WTW is a testament to the company’s commitment to fostering growth and flexibility.
Shaping her role
Holly’s role began with a broad mandate: to provide support wherever it was needed. “I came on board to help with various projects where there was a need for extra support,” Holly explains. “At the beginning, I worked closely with the different platforms, in email marketing and social media, to understand how everything worked and support the marketing community.”
Initially, her focus was on getting to grips with email and social media platforms. However, as the team evolved, so did Holly’s duties. During a team reorganization, she took on more social media duties, while still contributing to email marketing, a critical channel for WTW. “Email is a massive channel for us, and at the time, I helped out there too,” she says. Her knowledge of email and Customer Relationship Management (CRM) systems was especially helpful when new projects were introduced.
Most recently, Holly has shifted her focus to the web, “It’s really great because I’m not stuck doing one thing every day. I go where there’s a project or a need. I’ve learned a lot across platforms without being siloed,” she shares.
Flexibility and growth
One of the aspects Holly values most about her role at WTW is the flexibility and the opportunity for growth. “If I see there’s a need in a certain area and I’m interested, I am able to put my hand up to be involved,” she says. When she was sharing duties with a colleague in a similar role, they were able to tailor their work based on their interests. “My colleague preferred social media, and I preferred the more technical web stuff, so we split things that way. It’s great that you can move in the direction of your strengths.”
Holly emphasizes the benefits of working in a large organization like WTW. “There are so many opportunities. Especially in digital marketing, you can shape how you want your job to be.”
From banking to digital marketing
The path to digital marketing wasn’t a straight line. She originally studied Business and Finance at university, with dreams of a career in banking. “I always thought I’d be a banker or work in finance,” she says. However, after an internship at a bank, she realized it wasn’t the right fit.
During her university years, Holly joined a startup to help with social media. “COVID hit, so I was doing that from home while finishing my degree. Because it was a small company, I got to expand into a broader marketing work.” After graduating, she applied for a range of roles, but nothing felt quite right until she came across WTW. “The company wasn’t in an industry that I initially imagined working in, but the job involved marketing, financial services, and different digital platforms. It felt like the right match.”
Life outside of work
Outside of her professional life, Holly is passionate about living an active lifestyle. She loves training at the gym, running with her dog and finding new ways to be active.
She also enjoys horseback riding, a hobby she’s been pursuing since she was young. “It’s a fantastic way to unplug from the digital world and spend time outdoors. It’s a great balance to my work life.”
Advice for others
For those starting out in a similar career, Holly’s advice is straightforward: “You don’t need to know exactly where you want your career to go to begin with. There’s space to try different things and figure them out. I didn’t know what my niche was at first, but by getting involved in different projects, I found what I enjoy most.”
Looking ahead
Three years into her journey at WTW, Holly reflects on how much she has learned and the freedom she has had to shape her role around her strengths. “I’ve had the freedom to explore different areas and follow what I enjoy — that’s what I’ve really loved about being at WTW.”
Holly’s story is a reminder that career paths can be fluid and that the right environment can help you discover and pursue your passions.
Grow your career in Digital Marketing at WTW
If you’re looking for a place where your skills can grow and your curiosity is welcomed, WTW is a great place to start — or continue — your digital marketing journey. As Holly’s story shows, there’s space to explore, specialize, and shape a role that aligns with your strengths and goals.
Whether you’re passionate about web platforms, social media, CRM, or campaign strategy, WTW offers a supportive, collaborative environment where flexibility and innovation thrive. Explore our open roles today and take your next step toward a fulfilling career in digital marketing.
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