A University of the West of Scotland (UWS) graduate has been giving her top tips on digital marketing and how she may have the “most confusing job title in the world”.

Jo Crawford, who studied Creative Industries Practice at UWS, is now based in Copenhagen working with Pandora, the world’s largest jewellery brand as Global Vice President for Owned Digital and Orchestration.

Following a shift from insurance to fashion retail in 2015, Jo worked with the prestigious Ralph Lauren in London before moving to Pandora in 2020.

In a podcast she talks about why big brands should do community marketing and how the worst piece of advice is to “stay in your lane”. Her top tip is to always ask why: “Why would the customer care about this? Why does this help the brand? Why is this interesting?”