published on
May 3, 2023

A chat with Marco Edwards-Amigo, CRM & Automation Manager

Ella Moody
posted on
Life at Florence
A chat with Marco Edwards-Amigo, CRM & Automation Manager

This week on Behind the Scenes we're talking to Marco, CRM & Automation Manager in the marketing team.

Marco was originally attracted to Florence because we’re fixing an old problem in a new and exciting way. Since joining, he’s loved the variety of challenges he’s been given the opportunity to try and solve.

What do you do at Florence? 

Day to day, I manage our CRM platform HubSpot, but I also own everything from lead management to how we manage our contacts, our clients, automating comms and processes, and also making sure that we use our CRM properly.

CRM is not only how we engage with our customers, but also things like our email templates, any automated messages and the quality of our support and customer service as well. For example, how we log activity in our CRM and keeping track of what’s going on such as complaints and how we manage that whole flow.

It’s a pretty broad flow but I guess most of it within Florence is making sure that everyone is using HubSpot correctly, in the best way possible.

What made you want to join Florence?

I think personally, it was exciting that Florence had already established itself pretty well within the healthcare industry in terms of making sure that we’re able to provide this new way of finding qualified care work or support work or getting carers in homes. 

It feels like a very 21st century way of doing it and it’s refreshing to see something that might have been considered quite boring through agencies has turned into this really exciting app that we have. 

Also I think knowing that we’ve established ourselves well in the UK market and we’re looking to expand internationally is a really exciting thing to be a part of. 

What’s the best advice you’ve ever been given? 

Great question!

I think it’s “Fail fast, learn fast.”

You should always be prepared to make mistakes. That’s something I’ve learnt from where I started in marketing five years ago, to where I am now. From being a very junior marketer where I started out and not being too scared or anxious to get things wrong in the first place, but able to keep learning in the meantime. I think that’s been really good.

Also, always be prepared to ask questions as well; whether it’s from management or people around you, it’s always good to understand what’s going on and constantly be getting feedback on your work.

What’s your favourite thing about working at Florence?

It’s a couple of things.

One, the company culture is really strong. When I joined, I settled in really quickly. I think normally everyone gets anxious about walking into a room and seeing all these new faces and not being sure what’s going to happen, but I definitely felt like everyone is so lovely.

There’s so much going on that it’s really exciting to keep your mind occupied with, and also looking to the future as well, you know things aren’t going to stagnate at any point because everything just seems really positive. 

There’s also really good projects going on, there’s always something new and exciting that someone might throw at you that you can sink your teeth into. 

What’s the biggest challenge Florence is facing at the moment? 

I think the biggest challenge is getting our CRM platform into the best place possible so we're able to provide the best customer experience possible, and also being able to be really reactive and intelligent with things like our comms and our emails.

It’s something that we’re making good progress toward!

What’s a fun fact about you that might surprise us?

I’ve DJ’d in New York about six years ago and this year I DJ’d in Germany as well. 

What piece of advice would you give to someone thinking about joining Florence? 

I think the first thing I would say is that they would fit in very well here, everyone is really welcoming and it’s an exciting time to join with the growth we’re seeing.

Your job is going to feel really refreshed all the time because there’s so much exciting stuff going on. You’ll definitely be kept occupied, no matter what field you work in! 

Where do you see Florence in five years?

I think Florence will definitely be the first choice in the UK, we will have grown massively by then. We’ll have a massive stronghold within the NHS and the private sector. We’ll have expanded completely into France, Germany and Canada. 

I also see ambition to move over to Australia as well so I think we’ll start to see massive dominance in other markets, not just the UK market.

If you’d like to join the team and help us grow internationally, you can! We’re hiring for lots of roles, check out our vacancies here.

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