Academy 2026 Cohort
Raveena Kaur Shoker
DEGREE
BSc Marketing | Aston University
"Creative strategist and content creator turning insights, culture and ideas into campaigns people actually connect with."
About Raveena
What was the route that brought you to Academy by Tribera?
During my Digital Marketing degree at Birmingham City University, I realised I enjoy the thinking behind marketing just as much as the creative side. A lot of my university projects involved researching audiences, building campaign strategies and turning insights into creative ideas, whether that was creating challenger brand campaigns for Gymshark, researching cultural trends for Netflix's Wednesday, or developing my own personal brand.
Alongside university, I've also spent time creating content through RaveenaCaptures, shooting and editing photography and video. Academy felt like the perfect next step because it combines strategy, creativity and real agency experience while helping bridge the gap between university and industry.
What is it about the creative marketing world that genuinely pulls you in?
I love the combination of creativity and problem solving. Marketing isn't just about making something look good; it's about understanding people, culture and behaviour, then using that understanding to create something meaningful.
The part that excites me most is turning research and insights into creative ideas. I enjoy spotting patterns, understanding audiences and building campaigns that feel relevant to real people. Seeing an idea go from research and strategy into content, creative assets and activation is what keeps me interested.
Why do you want to build your career here in Birmingham?
Birmingham has a genuinely exciting creative scene that's often overlooked. There are so many great agencies, brands and creative communities here, and being part of a city that's growing and evolving feels exciting.
I've studied here, built connections here and developed a strong understanding of the local creative landscape. Rather than feeling like I need to leave to find opportunities, I see Birmingham as a place where I can continue learning, contribute to the industry and build a long term career surrounded by talented people.
Where do you want your career to head over the next couple of years?
Over the next couple of years, I'd love to be working in a creative agency as a Content Creator, Creative Executive or Junior Creative. I'm drawn to roles where I can be involved in coming up with campaign ideas, creating content and helping brands tell stories that people genuinely connect with.
I enjoy the creative process from start to finish, whether that's brainstorming concepts, building moodboards, creating social content, capturing photography and video, or developing campaign ideas. I'd love to be part of a team where I can learn from experienced creatives, contribute my own ideas and continue developing my skills in content creation and creative marketing.
What is something about you that has nothing to do with marketing?
Outside of marketing, I love anything creative. If I'm not working on a project, you'll probably find me crocheting, painting, doing my own nails or attempting another air dry clay creation. I enjoy making things with my hands and having a creative outlet away from screens.
I'm also usually the person documenting everything. My camera roll is full of random photos and videos because I love capturing moments and turning them into memories. Whether it's through crafts, photography or content creation, I've always enjoyed finding creative ways to express myself.
How has working with AI changed the way you think and work?
working with ai
Before Academy, I mainly used AI casually when I was stuck on something or needed a second opinion. The programme completely changed how I think about it. Instead of seeing it as a tool that gives answers, I started using it to ask better questions.
Using Gemini, NotebookLM and custom Gems helped me explore audiences, test ideas, build personas and challenge my thinking throughout projects. Rather than taking the first answer it gave me, I learned how to have a conversation with AI, push ideas further and uncover angles I might not have considered on my own.
The biggest shift for me was realising that AI works best as a creative thought partner. It doesn't replace creativity, but it helps you explore ideas faster, spot patterns and think more deeply about the work you're creating.
Where do you think you will thrive?
strengths and focus
The area I enjoyed most during the Academy was creative development and content creation. Having the opportunity to create content on our phones, experiment with ideas and edit videos in CapCut was probably my favourite part of the programme. I enjoy taking an idea and bringing it to life through content, whether that's video, photography or social media assets.
I also enjoyed the strategy side because it helped me understand the thinking behind creative work, but I can see myself thriving most in creative and content focused roles. My strengths sit in creative thinking, storytelling and creating content that connects with people, and I'd love to continue developing those skills in an agency environment.
Which technical and professional skills have you sharpened during the programme?
KEY SKILLS MASTERED
I strengthened my skills in:
- Competitor website audits and content gap analysis
- Audience segmentation and persona creation
- Building AI powered customer personas and ICPs
- Marketing strategy development
- Customer journey and user journey mapping
- Channel planning using paid, owned and earned media frameworks
- Content planning and content calendars
- Wireframing and website planning
- SEO fundamentals, including on-page and off-page SEO
- Using SEMrush to analyse competitor performance, keywords and rankings
- GA4 analysis, including acquisition and engagement reporting
- Creating reports and dashboards in Looker Studio
- AI assisted copywriting and creative ideation
- AI image generation and content creation workflows
- Meta Ads Manager and Google Ads fundamentals
- PR planning, press releases and pitching
- Presentation, communication and collaborative working skills
What kinds of roles and responsibilities are you now ready to take on?
ready for
I'm ready to contribute to agency and in-house marketing teams in roles focused on strategy, content and digital marketing. I can confidently support audience research, competitor analysis, campaign planning, content strategy, customer journey mapping, creative ideation and reporting.
I'm comfortable working with AI enhanced workflows, using research and data to inform decisions, collaborating within teams and turning insights into actionable ideas. Whether it's helping develop a campaign, creating content, building a strategy or analysing performance. I'm excited to bring curiosity, creativity and a willingness to learn into a professional marketing environment.