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“You get to be so creative!” Senior Digital Content Executive Lottie Dight blogs on the best, and most surprising, things about working at the ABI

Tell us about your role at the ABI – what do you do and why?

I oversee the ABI’s digital output, which means I look after our website, social media channels and newsletters. I work with teams across the whole organisation to make sure all of our content is up to date, and with external developers to find new solutions that will help keep our website ahead of the curve.

I also create content such as articles, videos, infographics and podcasts, as well as making sure all our content is properly optimised and reaching the right audience, so it can get pretty busy!

What’s been your highlight and what’s been your most challenging moment?

One of my favourite projects was commissioning our employer brand video. It did great job of capturing the warmth of the ABI team, how great the people are and how rewarding the job can be.

My most challenging moment was when Google changed their algorithm and we saw website traffic take a pretty dramatic dip! I’m pleased to say that the website is performing better than ever now though :)

Where did you work before, how and why did you come to join the ABI?

Before joining the ABI I worked in PR but after working on some social media campaigns for a client I totally fell in love with digital, so when the opportunity came up to focus on digital content all day, every day, I couldn’t pass it up.

What’s the best thing about working here?

How creative you get to be! It might sound counterintuitive, it being the insurance industry and all, but from making infographics and writing articles to working on big, award-wining national campaigns, you really get to try lots of new things. Take a look at our Insurance Experiments and #IPTsUnfair if you don’t believe me!

It’s also been great to be able to give input across the rest of the organisation about how best to present content and to really help bring it to life for the audience, so you get to work with lots of different people and teams. And, as you’ll see from our video, the other best thing about working here is the people :)

What surprised you most about working here?

I think the creative element was a big surprise, but also just how great the whole team were. I was worried before I started that the ABI would be really stuffy, boring and corporate, especially as I had never worked in the City before, but I was so pleasantly surprised by how fast paced and fun the ABI was. That’s actually why I wanted to do the video – to give new starters a more accurate view of what life is like here.

Describe your team in three words.

Smart, on-it, creative.

What does #OneABI mean to you?

The team working together and bringing their own specialist knowledge to the table to make change happen.

If you weren’t working at the ABI, what would be your second career?

I would have been a digital geek no matter what I’m afraid, but I actually started out working in the fashion industry so maybe I would have ended up as something terrible, like an influencer. *shudders*

Are you a digital expert looking for a new challenge? Find out more about our current vacancies here.


Last updated 27/06/2019