My job in Skretting: Building the brand digitally 

In the communications team, we are really proud to work in Skretting and we know it’s important to tell good stories about our people and products. A significant portion of our communication work – both internal and external – happens on digital platforms, and that’s the field I have specialised in. The benefit of working digitally, as opposed to with print, is that we can create and share things almost instantaneously. I like this instancy, and the opportunity to test and optimise based on qualified insights. We can track results and know exactly what is happening with our content: How many people have seen it? Are we reaching the right people? Do they like our content? Has it generated leads, or contributed to increased awareness, or any of the goals we’ve set in our strategy? Utilising data to measure the impact of our work and, most importantly, optimise, is something I can get quite nerdy about. 

It’s not just about creating content and analysing data – it’s also my responsibility to work on the back end to make sure that our digital communication platforms are as on brand, up to date and fit for purpose as possible. I manage the Skretting websites globally, our digital brand guideline website, social media management tool, digital templates, internal communication tools and more. This is an ever-evolving, diverse and vast landscape, where my day-to-day ranges from strategy to content creation, branding, liaising with technical suppliers, digital marketing and data analysis, and everything in between!  

Search engine optimisation is one of the things I spend time on whenever I get a chance – which involves setting up the website in a way that ensures Skretting’s online visibility. This is not just about technical setup, but good, qualitative content, which the whole team is part of brainstorming and creating. When it’s strategically right, I also set up paid campaigns to promote the Skretting brand – whether it’s on social media or the web.  

This year I have been working on not one but two upgrade projects, on our website content management system and brand guideline website. Some people find this really geeky, but I think it’s exciting! The digital sphere is constantly shifting so continuous improvement is important to stay ahead, and it also makes a difference for my colleagues and all of us who work with these tools every day. 

Artificial intelligence has definitely changed the way we work in communications. We use our social media management tool’s built-in AI to proofread before we hit the ‘Publish’ button, and sometimes ChatGPT as a co-pilot for background checks or inspiration. In our recent social media posts on AquaSim, our digital forecasting tools, we used AI to generate the images because we couldn’t find photographs that were quite right. Our favourite use case so far was when we used AI to generate a Spanish-speaking avatar for a colleague who was going to present at a webinar. Prior to this, the only Spanish he knew was ‘hola como estas’ and ‘muy bien’. 

Working in our global office, I get to collaborate with  communications colleagues from all around the world, and across divisions. I provide training and support, build analytics dashboards, and create reports that are designed to give greater insights. At the end of the day, if I have provided not just the most updated tools but also the drive to work with them, and improved efficiency as a result, then I have achieved an important goal in driving our strategy forward and helping to build and strengthen the Skretting brand.