Tom Rozière is a former account manager at Google France and now a growth hacker at Deux.io. He earned his EDHEC International BBA degree in 2017 and an MSc in Data Analytics and Artificial Intelligence in 2018. Here, he shares his experience and his advice on building a career in digital marketing.
From the moment I arrived at the Lycée Privé Mauriece Rondeau in Seine-et-Marne, I knew that I wanted to work in the business sector. It was clear that Economics and Social Sciences was the most judicious academic choice for me in order to meet my goals. Thanks to the excellent teaching staff at the lycée and the options I chose (sport and music), I was able to complete my baccalaureate, with honours.
After spending hours and hours studying the various programmes on offer at thousands of business schools, my choice naturally graduated towards EDHEC’s Bachelor degree programme for three reasons:
Over the course of my BBA, I had the opportunity to complete a number of internships in the digital arena. The very first was at a Dutch start-up, selling web solutions (creating internet sites, mobile apps, etc) to micro-, small and medium-sized enterprises (MSMEs). I was mainly in charge of commercial prospecting on LinkedIn.
A year later, I returned to the start-up environment in Germany, to an e-commerce company selling sanitaryware (toilets, showers, sinks, etc). This second experience allowed me to start testing the latest digital tools available at the time, such as Google Analytics, Semrush and Zapier, before embarking on my e-commerce specialisation in the fourth year.
Then, to conclude my degree, after much perseverance, I got the opportunity to work as an account manager at Google in Paris. My main job was to support future advertisers, essentially SMEs and start-ups, in adopting Google AdWords, creating strategies that were simultaneously pertinent and profitable. In addition to these tasks, I was a member of a team that took part in an internal competition and won the prize for the “Best HiPo Google France Sales Pitchers Q217” – a rather gratifying prize at just 21 years of age.
Academic exchanges are an obligatory part of the EDHEC International BBA programme. I wanted to do an exchange in a country that was a little out of the ordinary and avoid countries such as the USA, England, or even Australia. I, therefore, decided to go to South Korea, the home of all things digital, to earn a Global Manager Certificate from the renowned Yonsei University (top 15 in Asia). Taught 100% in English (and sometimes in Korean), the subjects were resolutely oriented towards team and project management. This exchange has sparked a considerable amount of questioning and curiosity, especially by HR in interviews. Today, I enthusiastically explain the benefits of the certification to them.
From the start of my academic education with the EDHEC International BBA, I wanted to study for a Master’s degree to improve my employability. It seemed obvious to me to want to stay within the group and apply for the MSc in Data Analytics and Artificial Intelligence. Having achieved good results over the years meant I was placed on the Dean’s List (notably, as valedictorian of the e-commerce group) and was accepted for this new, ground-breaking Master’s degree.
That last year of my studies was intensive. We were the first graduate class to embark on the new programme, which is rich in mathematics and data analysis. The programme was designed around three main axes:
It was essential for me to choose a specialisation in data analysis, as the new trend in the digital world is and will be artificial intelligence.
How I got my current post is a funny story. I was sending a message on Deux.io’s Facebook page (to congratulate it on the quality of its inaugural newsletter) when Brice, the company’s founder, asked me if I knew of anyone who might be interested in bolstering their Growth Hacker team. Being well along in the recruitment process for Waze et Leboncoin at the time, his message made me think a lot about my choice of future career. I enthusiastically took the initiative to try my luck with them and I eventually joined their team a few days later. Today, I know that I made a really good choice!
Everyone has their own definition of a ‘growth hacker’; indeed, you could fill a book with them. From my personal point of view, it is a blend of expertise and mindset. The main objective is to make an online business rapidly profitable, sometimes by using less conventional methods or strategies that differ from those of the competition. You also need to be highly agile and savvy and have expertise in this way of working. Other than decisions based on educated guesses or intuition, it’s all a question of data. Data is key, as we often say. Currently, I’m in charge of paid business (AdWords, Facebook ads, LinkedIn ads, etc) and cold-emailing (sending mail to specific and avoiding the ‘spam’ filter) for the clients we support.
If you want to join a team like Deux.io, my advice is fairly simple: Google must be your best friend in pretty much any situation. Teach yourself, learn for yourself, look at the tutorials, listen to and read the latest news … nothing complicated, but develop a certain daily routine. An entrepreneurial spirit is greatly appreciated. We sometimes have to launch a new online business overnight. In short, whatever else it may be, digital is very fast. The internet we know today will, in my view, be totally different 10 or 20 years from now. We, therefore, need to anticipate the trends to come and be curious. Will virtual reality have transformed the way we network (versus Facebook today)? Will we be constantly under surveillance and happy about it? Will nine billion human beings be connected to the internet? Or will we manage to create a web that is truly decentralised and free of the GAFA (Google, Amazon, Facebook, Apple) monopoly? The future of digital raises a multitude of questions, even though we already know that jobs revolving around cyber-security and artificial intelligence are the jobs of tomorrow. Something to watch.
Find Tom on LinkedIn.