The Drum 30 under 30 #10: Katy Ratican, digital producer, Smooth Radio

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, The Drum catches up with Katy Ratican, digital producer, Smooth Radio.

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 Katy Ratican, digital producer, Smooth RadioWhat is your biggest professional achievement so far? Smooth 70s (a digital/online radio station) is definitely my favourite child. It’s such a small team but it was our passion for the station, rather than any external marketing (of which there was none), that led it to achieving over 600,000 listeners within 12 months. As a bonus, my knowledge of 70s music has expanded greatly! What is the biggest challenge you've overcome in your career?Working through a ‘hold separate’ period, when a company bought the company I worked for but it wasn't able to take ownership immediately. It was, at times, disruptive and team motivation could have taken a beating. Thankfully, the team was too awesome for that to happen extensively. Anybody who makes it through a hold separate environment has achieved something remarkable! What's the next game changer in digital? It’s not exactly new, but I think there’s a lot of potential in how brands use all the data that they’re collecting. Imagine providing personalised experiences via mobile, for instance, to consumers when they are in shops. Nike seems to have this sort of thing nailed at the moment, but it’d be great to see more brands cleverly using their data. What would you like to be remembered for? I’d be happy if my colleagues and clients remember me as honest, reliable and efficient - but I’d love for them to remember the passion and enthusiasm I brought to digital projects. Who inspires you most professionally or personally? Anybody who makes me look at something differently. And yes, that is a cop-out answer! What would you be doing if you weren't doing this? I love live music and travel, so in another life, I’d try to wangle a career that combines the two of those. But in my heart of hearts, I’d probably be performing show tunes in the West End (providing I had the talent, which I most definitely do not!) How do you relax?By watching films and American television shows. Describe your career to date in five words. A bit of a gamble.This series will run for the duration of October. Yesterday's featured individual was Gemma Howley, group paid search director, Manning Gottlieb OMD.