Charlotte’s journey at SMG is a great example of how curiosity, adaptability, and ambition can shape a career. Starting out with a focus on coordinating and executing campaigns, she quickly proved her ability to deliver results and think beyond the day-to-day. Over time, her role expanded into a more strategic space – partnering with brands, stakeholders, and client leads to design media strategies that drive business impact.
Her story shows how internal mobility at SMG isn’t just about progression, but about transformation – building new skills, broadening expertise, and growing into opportunities that make a real difference. Read on for Charlotte’s full blog and career journey in her own words…
CAREER GROWTH & ROLE EVOLUTION
What was your first role at SMG, and how has it evolved since then?
When I first joined SMG, my primary focus was coordinating and executing campaigns, ensuring everything launched smoothly and on time. Over time, my role has significantly evolved—I now collaborate closely with brands, stakeholders, and client leads to develop comprehensive media strategies aligned with our clients’ business goals. Actively analysing media performance and recommending optimisations has deepened my strategic understanding of retail media.
TEAM TRANSITION
What was it like moving from one team to another within SMG?
Transitioning between teams was exciting, though slightly daunting. Adapting to new ways of working, building fresh relationships, and navigating different dynamics was energising and rewarding, reinforcing the value of embracing change as a catalyst for growth.
What surprised you most about your new team when you made the switch?
I was genuinely impressed by the team’s diverse expertise and collaborative spirit. Their collective approach quickly created a positive and highly productive atmosphere, making the transition seamless.
How did the move help you develop new skills or perspectives?
The move strengthened my adaptability and enhanced my communication and collaboration skills. It provided valuable insights into how retail media operates across different commerce platforms and deepened my understanding of consumer behaviours.
LOCATION MOVES & HYBRID WORKING
Have you moved locations during your time at SMG? If so, what prompted the change?
In January 2025, I moved from LS11 to the Deliveroo team in London. I was keen to embrace new responsibilities, expand my skill set, and explore a different aspect of the business, pushing myself out of my comfort zone to continue growing professionally and personally.
What differences have you noticed between working in different SMG offices?
While SMG’s core values are consistent, each office has its unique culture shaped by the people. However, the exceptional talent consistently hired by SMG ensures a vibrant and positive environment across all locations.
How has SMG supported your transition across locations?
SMG was incredibly supportive and flexible throughout my move. Transparent conversations with my manager and practical HR guidance provided reassurance and confidence to fully embrace this career progression.
REFLECTIONS & ADVICE
Looking back, what advice would you give yourself at the start of your SMG journey?
Don’t be intimidated by the fast-paced industry. Embrace change, remain proactive, keep asking questions, and view every opportunity as a chance to learn and evolve.
How has working in different teams or locations shaped your understanding of the business?
Experiencing various teams and locations has provided a holistic view of our interconnected business. Understanding diverse objectives and working styles has strengthened my strategic insight and enhanced my contribution to cross-functional goals.
What’s the most rewarding part of your journey so far?
Seeing the tangible impact of our work—when tailored strategies become meaningful campaigns resonating strongly with audiences and objectives—is incredibly fulfilling. Witnessing my contributions come to life continues to motivate and inspire me daily.
RAPID FIRE
Favourite Deliveroo vendor?
Farmer J!
Most unexpected skill you’ve picked up since joining SMG?
Public speaking—I never imagined confidently presenting in the workplace three years ago!
One word to describe each team you’ve been part of?
LS11 – Thrilling
Deliveroo – Captivating
