Adam Holborn, Director of Growth Marketing

Adam is Popsa’s Head of Marketing and was one of the first members of the team; joining us in May 2017.

How would you describe what you do at Popsa?

My core responsibility is to help Popsa find new customers that find value in the service we offer and keep coming back to us over time.

Part of this is in understanding who our customers are and why they would use Popsa. The second is understanding where they are and how best to reach them cost-effectively. I always have to have a close eye on marketing spend and return on investment of campaigns.

Examples of activity could be as simple as targeting relevant keywords in the app store around our product, through to using influencer created video content on Facebook and Instagram to reach the right customers to download the app.

This all involves analysing a lot of data, which is a lot more fun than it sounds. I promise!

What does your typical working day look like?

Normally there is an early morning catch-up with the Marketing and Creative teams to discuss the ongoing work and putting new plans into action.

Undoubtedly there will be some spreadsheet action as our campaigns are underpinned by the data we collect. This influences the optimisation of ongoing campaigns, but also how we set up new campaigns for success too. Performance can differ across a multitude of factors, including: geo, operating system, time or day of week, marketing channel, customer segment, creative. Understanding this through the data we collect really sets us up for success when we apply this to our marketing campaigns.

What's your favourite thing about Popsa?

The growth mentality is very exciting to be a part of. Having been through a few waves of new hires, it is always fantastic to see a new person come on board and add their stamp on the company and contribute to that growth, whether that is a new developer or creative to help with marketing campaigns.

We also just started a board games night and that’s pretty cool!

What is your proudest moment at Popsa?

When the company announced the funding round in 2018, it really cemented the good work that had been done across the team in 2017 and put us on a good footing for 2018.

What do you like to do outside of work?

I love going to gigs and have become part of the new wave of nostalgic vinyl collectors. It’s definitely one of my favourite things about living in the city. Besides that, I am learning Turkish, just started doing yoga and spend far too much time watching and waiting for Liverpool to win something... anything.

What is your favourite food spot in Soho?

I'm a sweet tooth, so it’d be Bread Ahead for the doughnuts. The fillings ooze out and they taste just as good as they look.

What is your favourite part of your job?

I get a buzz out of uncovering new insights and applying these to our marketing campaigns.

Something people don't know about you is...

I have a large collection of Star Wars memorabilia and went to conventions when I was young. I’ve met everyone from Jabba to Chewbacca.