How I Got Here: Rising’s Content and Engagement Coordinator on finding innovative ways to pitch your ideas

“I would encourage anyone looking to move into a role like this to bring a little bit of themselves to the work that they’re doing.”

Have you ever stalked someone on LinkedIn and wondered how on earth they managed to land that wildly impressive job? While the internet and social media might have us believe that our ideal job is a mere pipe dream, the individuals who have these jobs were, believe it or not, in the same position once, fantasising over someone else’s seemingly unattainable job.

But behind the awe-inspiring titles and the fancy work events lies a heck of a lot of hard work. So what lessons have been learnt and what skills have proved invaluable in getting them from daydreaming about success to actually being at the top of their industry?

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Welcome to How I Got Here, where we talk to women who are killing it in their respective fields about how they landed their awe-inspiring jobs, exploring the peaks and pits, the failures and the wins, and most importantly the knowledge, advice and practical tips they’ve gleaned along the way.

This week we speak to Rising Festival’s Content and Engagement Coordinator, Emma Regolini. For those in Melbourne attending this week’s events, you may have seen Emma’s social media prowess displayed on Rising’s Instagram. She leads the charge on all content across the festival’s social media accounts – and a diverse program means she gets to “pitch really wack, niche ideas”.

Prior to her role at Rising, Emma’s career path has been cobbled with jobs across the creative industries – from mural advertising and social media to luxury branding and design. It’s her ability to balance “discipline and high standards” (skills she gained from competitive swimming), with humour and creativity that has landed Emma where she is today. Here’s what she learnt along the way.

What do you do and what’s your official job title?

I am the Content and Engagement Coordinator at Rising. I create and manage all content across Rising’s organic socials. I also manage everything that gets captured at the festival, from photo to video and other general communications.

Take us back to when you were first starting out. Did you study to get into your chosen field, or did you start out with an internship/entry-level role and climb the ladder? Tell us the story.

I studied marketing and advertising at university, [and] while I was there I was lucky to be ushered into a luxury branding research group. We conducted early-stage biometric-related research and I got to travel internationally to present that research. I really committed to university, I freelanced on the side, worked a few jobs and built a social platform via a case study around content trends. When I graduated I really struggled to find a job, I think I had a really diverse CV and HR didn’t know what to do with me.

I moved to the UK after graduating and eventually secured an internship in advertising (in particular – murals!) I learnt a lot during my time there, I managed a really large global social media presence from both an artistic and commercial perspective. It was really inspiring (and tough) to live in a city that moves and evolves at such a pace while surrounded by creativity and new ideas being executed on a large scale.

Once I moved back to Australia I had my first solo art exhibition but from a work perspective, it took some time to find the right role before securing a position at Rising. I found it really fun and challenging to transfer my approach to content and projects across to a festival context.

What challenges/hurdles have you faced getting to where you are now? Can you tell us about one in particular?

I’m not ashamed to admit that I have really struggled to successfully land roles that I’m passionate about. I’ve done countless interviews, tasks, presentations and all that comes with it and [have] been turned away from about 98 per cent of roles I’ve interviewed for.

In 2019, I wore a pair of shoes from a capsule collection I designed for one of my interviews and the person interviewing me didn’t believe that I designed them. Since then, I’ve really put a focus on backing myself [and] my work… [have] a strong sense of belief in what you’re doing and what you’ve done in the past.

I applaud anyone willing to search around and wait for the right role for them (if you have the capacity and security to do so). I encourage messaging people you look up to and asking for advice – it’s not cringe to do that.

What do you want people to know about your industry/your role?

The world of content is boundless which is great, but also relentless. Managing socials really takes a toll on those doing it day and night in and out. I think it’s something that should be taken into consideration across an organisation.

What’s the best part about your role?

Working in the capacity of an arts festival makes the content incredibly fun and engaging. I get to share incredible stories and details through content and it’s a real privilege to have that opportunity.

I also get to pitch really wack, niche ideas like getting Mohawk Bob to do a Rising Mohawk or make memes about kissing in Fed Square during 10,000 Kazoos. Content like that makes me giddy, it’s so fun and I love getting a reaction out of followers online.

What would surprise people about your role?

I make most, if not all of the content myself. I’m answering your DMs on our paid and organic socials. So if you’re mean, remember there’s a human at the other end.

What skills have served you well in your industry?

I grew up doing competitive swimming, I was surrounded by teammates going to the Olympics. Although I didn’t make it, I learnt a lot about myself when it comes to grit, discipline and high standards. I know that those skills have carried across to my professional work life – I think they manifest themselves in those tough work days. Also, a bit of humour keeps things spicy, fun and fresh.

What advice would you give to someone who wants to be in a role like yours one day?

I would encourage anyone looking to move into a role like this to… bring a little bit of themselves to the work that they’re doing and putting out into the world.

Although you may be tasked with putting out content that has to align with the tone of voice of a brand, there are always ways to find pockets to pitch your ideas. Diversify the content you make or pitch, keep it interesting, challenge followers and sometimes just keep it light and make a meme – sometimes people just need a laugh.

What about a practical tip?

Don’t take yourself too seriously. Be kind.

@emmaregolini

Read the rest of the How I Got Here series here.

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