Academy 2025 Cohort
Jude O’Farrell
DEGREE
Birmingham City University | MA Future Media
"Passionate about performance marketing, I enjoy using data to help campaigns reach and drive action in their intended audience."
About jude
Tell us about your academic journey and what led you to Academy?
After studying a bachelors degree in media & communications I struggled to find a job in industry whilst working full-time in hospitality and warehouses so came back to university to do a masters in digital marketing. I’m hoping the academy can help bridge the gap between education and work through teaching me practical skills that professionals use day to day.
What sparked your interest in the creative marketing industry?
I was drawn to building a career in marketing because I enjoy using a combination of creativity and strategy to problem solve and build campaigns. I want to develop campaigns that resonate strongly with people.
What made you choose to build your career in Birmingham's creative scene?
I chose to build my career in Birmingham because it’s got a lot of great companies in it that I aspire to work for and enjoy living in a big city with lots of pubs, music venues and restaurants to visit.
What's been your most valuable experience during the programme so far?
The whole experience has been extremely valuable in learning real world practices used in marketing but the most valuable experience I’ve had so far was the mentoring session with the digital team that gave me an overview of industry tools used and how AI can be used to facilitate greater optimisation.
Where do you see yourself in 2-3 years?
In 2-3 years I hope to be building a career within performance marketing. I would love to work within the sports or music industries or at an agency because I enjoy working at pace and believe this will allow me to develop my skill set quickly.
Which areas of marketing are you most passionate about?
Having had a taste of each department within Tribera I want to pursue a career within performance marketing, I enjoy using data to inform strategy and optimising marketing effectiveness. Across the course of the academy I have been working towards qualifications in Google Ads, GA4, Tag Manager and Meta Suite.
Share something interesting or unexpected about yourself.
I have scored a goal in the FA cup, lost 8-2 but still counts!
Real client brief
academy experience
During the academy I have been working to develop a strategic campaign for the student accommodation brand Yugo with the brief to ‘make the brand a champion of sustainability. Centered around the idea that the sum total of Yugo students taking up sustainable habits makes a big impact, the campaign's persistent platform is ‘eco everyday’ with the tagline ‘small changes, big impact.’
Favourite experience
academy highlights
My personal highlights of the experience so far have been learning practical methods for developing a campaign strategy through creative ideation and lateral thinking. I am looking forward to the week with the digital department and learning how they operate day-to-day.
Academy Experience
KEY SKILLS MASTERED
Lateral thinking, strategy development, creative ideation, paid ads - search, display & Meta, Google analytics.
Where do you see yourself next?
ready for...
Roles across Ad Management, PPC, SEO and Digital PR both agency or client side.