Meet Emily Baillie: Sharing digital marketing strategies from the boardroom to her classroom

Since the advent of the internet, social media and smartphones, digital marketing has become one of the top career choices in the global marketplace. Canada is among the world’s top 10 countries for digital marketing in both ecommerce and online advertising.

Many companies and organizations now need employees to handle their online promotions using social engagement, websites, SEO and other tools of the digital trade. If you are planning a career as a Digital Marketing Specialist, Social Media Coordinator, eCommerce Consultant, Digital Marketing Content Manager, or just want to power up your CV to stand out against the competition, you will want to learn from the best in the field.

Meet Emily Baillie, one of the instructors at McMaster Continuing Education, who can help lead you to a successful and exciting career in Digital Marketing. As both an educator and consultant, Emily has worked with brands such as GlaxoSmithKline, the Canadian Marketing Association, Huron County Economic Development, the Adoption Council of Ontario and Northern Ontario Travel.

Tell us about your professional background.  

I’m a part-time digital marketing instructor at McMaster Continuing Education, as well as at Humber College while also serving as an Industry Liaison in the Bachelor of Digital Communications program. Additionally, I’m an Instructor at the Canadian Marketing Association (CMA) and a Hootsuite Global Ambassador.

Digital Marketing is in my daily practice – from teaching to working. As a Digital Marketing Consultant, I provide strategy sessions to brands of all sizes, as well as deliver customer training session to businesses on a range of topics such as content marketing trends, Facebook and Instagram for business, digital marketing best practices and more.

Why did you decide to be a part of McMaster Continuing Education’s Digital Marketing program?

I believe that in order to flourish in this industry, one must continue to learn and grow. McMaster Continuing Education offers online digital marketing courses designed to meet the needs of busy professionals who want to benefit from the exceptional McMaster student experience. I wanted to get involved because I knew that McMaster was an excellent school to work with.

Students in a continuing education setting are often highly motivated to learn and grow. I find it fulfilling to meet and hear creative ideas from marketing professionals from all walks of life. I encourage collaboration and teamwork in a professional context, and I get to watch committed learners thrive in this type of environment.

How would you describe your style of teaching?

Results-oriented and collaborative. I encourage experimentation and out-of-the-box thinking, while providing students with tools and strategies that they can start implementing right away. I focus on real-world examples and case studies that illustrate key concepts and strategies in innovative ways. For example, I refer to the apparel brand Patagonia when discussing brand purpose. Their unparalleled commitment to sustainability makes them true leaders in this space.

As a digital marketer, what new trends are you most excited about?

The digital marketing community is abuzz with talk about AI and its impact on our industry. Tools like ChatGPT and Jasper.ai do have the potential to change the way we work. At the moment, I’m loving the “de-influencing” trend on TikTok. Certain creators are directing their followers away from trendy, pricey products that they feel are a disappointment or a waste of money, instead recommending more affordable alternatives. The trend reflects a growing desire among social media users for more authentic and meaningful connections with brands and influencers. What’s interesting is that the de-influencing trend has become a marketing tactic in itself. It’s a sort of reverse psychology style of promotion. It’s all very interesting to watch.

What does a day in the life of a digital marketer or a potential career journey look like?

There’s never a dull moment when working as a digital marketing professional. It often involves a mix of creative, analytical, and strategic work, with a focus on using digital channels to connect with and engage target audiences. Positions range from entry-level content creators or marketing interns all the way up to Chief Marketing Officers (CMO). Digital marketing roles are available in all industries, from tech start-ups to hospital foundations to retail brands and more. Career progression can be a real choose-your-own-adventure, which I think is exciting. The future is limitless.

Who can benefit from the Digital Marketing Certificate program?

Experts are saying clear communication skills, social media marketing and broader tech platform experience are the top three skills that people must acquire in an attempt to stay ahead of the digital divide. Anyone who is interested in advancing their career in the digital marketing world, has the willingness to learn and grow and can carve out some extra time to make it happen would benefit from this program.

Can you tell us about updates and improvements to the program for the coming year?

We are revamping the Digital Marketing Certificate program to provide cutting-edge industry teachings. The new and improved version of the program includes award-winning case studies, marquee guest speakers, more opportunities for students to network and learn from one another, and some really cool social media lessons. Our program offers training on content trends, writing, SEO, UX, social media strategy and much more.

What advice and tips do you offer to students?

Keep learning and growing! Don’t be afraid to experiment with new tools and new ways of doing things. Remember that even the most acclaimed marketing execs are sometimes learning as they go.

As a final word, why should students look forward to learning with you?

As a digital marketing consultant, I am tapped into the industry and able to share the most current insights and trends with my students.

Emily Baillie completed her BA (Hons) in Communications Studies at Wilfrid Laurier University in 2004 and a Certificate in Strategic Communications at University of Toronto in 2009. In 2020, she received her Chartered Marketer designation through the Canadian Marketing Association.

She is the instructor for Fundamentals of Digital Marketing and Content Management courses in McMaster Continuing Education’s Digital Marketing Certificate program. Learn more about the online Digital Marketing program at McMaster Continuing Education.