In today’s world, digital marketing plays a crucial role in helping businesses reach a global audience, target specific demographics accurately, and engage in cost-effective marketing strategies. Industry leaders act as mentors, guiding others with innovative ideas and ensuring they follow the best practices. They also influence the responsible use of technology and data. These leaders not only contribute to business success but also inspire and educate the next generation of digital marketers, preparing them for success in this competitive field.
Gemma Pybus, Senior Lecturer at the University of West London, is a well-known leader in the digital marketing industry. She is committed to delivering impactful work and encouraging innovation. Gemma’s initiative arises from a passion for improving learning experiences and preparing students for the future.
Educating Tomorrow’s Marketers
Gemma Pybus has had a remarkable journey that blends her passion for technical copywriting, data analysis, and digital marketing into a successful career. After spending twenty years as a freelance technical copywriter, Gemma became a co-director at a Digital Marketing Implementation and Consultancy Business with her husband in 2014. In 2023, they both moved to Digital Groundwork Ltd, a new company in the Digital Marketing industry. They have partnered with three other marketers to offer practical support to a broad range of clients in the UK and globally.
Search engine optimization, content marketing, email marketing, and web development are the skills Gemma developed through her digital exploration. She has trained and assisted numerous businesses in digital marketing, receiving 170 five-star reviews. Gemma played a crucial role in developing and successfully launching a new keyword research tool.
With a passion for teaching, Gemma Pybus has been a Senior Lecturer in Digital Marketing at the University of West London since 2020. She has developed course materials combining theoretical concepts with practical applications to prepare her students for their professional careers after graduation. Gemma finds great satisfaction in seeing her students’ knowledge and confidence grow as they learn about digital marketing.
Building Blocks of Expertise
Over the past ten years, Gemma has experienced significant professional growth, supported by a range of academic and professional qualifications. These include completing courses such as ‘Data Science for Web Developers,’ which focused on utilizing Python for data analysis. Gemma Pybus also obtained postgraduate academic qualifications in criminal law and psychology. She believes that each qualification has played a crucial role in enhancing her skills as a digital marketer, contributing to her becoming a more knowledgeable and well-rounded professional.
In addition to her formal education, Gemma has gained valuable experiences from various part-time and temporary roles. She undertook these roles alongside her studies or during quieter times when she first started her self-employed business. These roles were diverse, ranging from fruit and flower picking to gardening, and caring for rare birds in a breeding aviary. Gemma also gained experience in soldering parts for electric wheelchairs and working in customer service and hospitality, both front-facing and behind-the-scenes.
Informed decisions based on Data
In her various roles, Gemma gained valuable skills in patience, diligence, and collaboration by working with individuals from diverse backgrounds globally. She also encountered unexpected challenges, such as developing a severe allergy to a specific plant while working as a gardener. Gemma considers these experiences, both successes and failures, as crucial in her personal development. They have also given her practical knowledge on which plants to avoid at garden centers and botanic gardens.
Professional decisions of Gemma Pybus are strongly guided by data, whether evaluating marketing strategy success or analyzing consumer trends to assess the value of their products and services. The recently redesigned Keyword Strategy Tool, known for its innovation, now provides customers with direct access to valuable data. This enables them to make informed business decisions based on this information.
Ethical Leadership
“I don’t consider myself to be an iconic business leader, but I do strive to be the best business leader I can be, and am proud to support others to do the same.”—.
Gemma Pybus
Professional and academic integrity is highly valued by Gemma Pybus. She is dedicated to producing work that is meticulously planned and gives proper acknowledgment to the sources she cites. Gemma expects her students to maintain the same level of integrity in their work. Moreover, she prioritizes creating a safe and inclusive environment in her work and learning spaces. Gemma values showing appreciation and respect towards students and colleagues, nurturing an atmosphere where they feel comfortable engaging in discussions and debates.
In digital marketing, Gemma recognizes the increasing significance of ethics, gaining attention. With vast access to personal data, she highlights the importance of responsible and ethical use of such information. Gemma also emphasizes the need to assess data quality in marketing campaigns. She brings attention to generative AI technologies and their potential biases, advising against the creation of content that reinforces negative stereotypes or misunderstandings. Gemma views this as a chance to showcase the critical thinking skills she promotes in her university lectures.
Transparency, honesty, and integrity are fundamental values for Gemma. She believes in providing clients with honest assessments and guiding them toward strategies that benefit them. Gemma Pybus also empowers clients to make informed decisions about their marketing activities and encourages self-sufficiency when appropriate. Furthermore, she is passionate about educating and training individuals who may not have a formal background in digital marketing, helping them to succeed in the field.
Customer-Centric Approach
Gemma values collaboration and aims to help others reach their leadership potential. Looking ahead, she envisions ongoing collaboration and growth, with a hope to inspire individuals to achieve their goals and surpass her leadership aspirations. Outside of work, Gemma enjoys learning, spending time with loved ones, traveling, and encouraging others to do the same.
Gemma understands the importance of receiving feedback from a variety of sources, including students, customers, and colleagues. She values diverse perspectives as essential for personal growth, skill improvement, and positive interactions in her professional relationships.
Maintaining an open-door policy with students is a priority for Gemma to ensure they feel comfortable approaching her with academic questions or concerns. This approach also extends to her interactions with customers, where she encourages them to voice any inquiries or concerns, promoting transparency in her work on their behalf. Despite the challenges of balancing technical tasks with client calls, Gemma Pybus is dedicated to enhancing her communication skills, which she believes are crucial for effective leadership.
Balancing Growth and Well-being
Gemma is dedicated to continuous learning, which has been essential for her personal and professional growth as a digital marketer and lecturer. The changing field of digital marketing requires a constant pursuit of knowledge, and Gemma is fully committed to this task. She spends her days exploring new tools, studying insights from industry experts and academics, and taking short courses to stay informed about the latest trends and regulations.
Work-life balance is highly valued by Gemma Pybus who believes in taking regular breaks to connect with loved ones, engage in hobbies, and enjoy the outdoors. While she has experienced periods of intense work in the past, she does not glorify overworking. Gemma finds pride in spending time with her family and friends, considering her bond with her husband and three young children to be her most significant achievement.
The Key Achievements:
- Award-Winning Tool: Gemma’s contributions led to the tool winning the ‘Best Marketing Management Tool’ award at London’s ExCeL center in 2019.
- Commitment to Teaching: Gemma’s dedication to teaching earned her a runner-up award in the FDM ‘Academic of the Year’ award in 2022.
- Recognized Leadership: Gemma’s leadership skills were acknowledged as she was included in the Business Elite Awards’ 40 Under 40 honorees at their European Awards ceremony in Türkiye in 2023.
- A Celebrated Author: Gemma Pybus authored “Unlocking Search Intent: Your Key to Online Relevance,” a practical handbook that delves into consumer psychology and digital marketing, offering insights to enhance online engagement and conversion rates. This book provides a roadmap for marketers to effectively harness the power of search intent.
