The Drum 30 under 30 women in digital 2013 highlights the top 30 women under the age of 30 making an impact in digital. Here, we catch up with Rachael Pettit, marketing director, YPlan.
The Drum 30 under 30 women in digital is an annual platform recognising the next generation of digital talent. Over the course of 30 days we will be running interviews with each of the women profiled, to give more insight into their careers so far, professional achievements, and what they see as the next big game changers in digital.Today's profiled individual is Rachael Pettit, marketing director, YPlan What is your biggest professional achievement so far? It has to be launching YPlan in London (and soon New York). You're always working with tight budgets in start-ups so being able to create a strong community and drive over 300,000 downloads in just 10 short months after launch is a big achievement and testament to the rock star team, product and of course marketing know-how we have at YPlan.
What is the biggest challenge you've overcome in your career? I don't generally see anything as a challenge, more an opportunity. Lack of resources is always a tough one. When you join a small start-up team there is an incredible amount of work to achieve – defining the brand, creating the first marketing strategy, recruiting the right talent and hitting aggressive targets to move the business forward to the next stage of growth. It's a lot of pressure and a hell of a lot of work but I enjoy every second of it.
What's the next game changer in digital? Mobile. We're living in a last second world where people want to do everything now. With mobile you can provide a completely frictionless experience to satisfy just that need with everything from ordering cabs to booking tickets for a cool night out. For instance with YPlan we've taken a $50bn market and spun it on its head. Rather than buying tickets six months in advance or going to the same pub or restaurant every night you can open up the app, browse a list of events, book and go out tonight.
What would you like to be remembered for? For never stopping and always smashing any target that's given to me. I wake up and I'm straight into work – it's a bit of an addiction.
Who inspires you most professionally or personally? Without a doubt, my husband. He's been so supportive with all of the long start-up hours and he's truly the most creative and wonderful man I know. He's also an incredible architect.
What would you be doing if you weren't doing this? I'd be an astronaut.
How do you relax? Travelling, eating as much incredible food as I can get my hands on and having a swift pint or three.
Describe your career to date in five words.Incredible. Addictive. Fun. Inspiring. Non-stop.
This series profiling The Drum 30 under 30 women in digital will run for the duration of October. Yesterday's featured individual was Kate Crowley, global search director, iProspect.
