February 5th, 2018

Giuseppe worked at Mahlab, an editorially led content marketing agency, for four years in Sydney, Australia, before moving back to the UK in 2016 to be with family. His role involved growing the business and implementing teams for key brand clients across APAC. He is now leading Mahlab’s London office to work with clients across the EMEA region.

6am, and my alarm goes off. Same time every day like clockwork. I start my day with the most important things: kissing my wife good morning and giving our dog @siralfredwinston a cuddle. In the comfort of bed, I check Slack to see what’s been going on in our Australian office overnight. I reply to anything that needs my immediate attention as it’s 5pm in Sydney and approaching the end of the working day. I then have a quick read of the news via the Quartz Daily Brief email. 6:20am time to get out of bed and into my PE kit. Reluctantly, most days start with some sort of physical activity. On Mondays I do meditation, Wednesdays are for yoga and today I’m running the perimeter of Wandsworth Common with pooch Alfred.


Back home by 7:15am. I shower, get dressed and have breakfast with my wife. I drink Huel, a meal supplement that is vegan friendly, packed with all the nutrients I need and great for when there’s little time to spare. I grab my bag for the day that I prepared last night and get out the door by 8am.

After a 45-minute commute spent thinking about the day ahead, I’m at our Google Campus workspace in Old Street and ready to go for 9am. I’m building a brand new office here in London and am very focussed on our goals for the first year. Between 9am and 1pm today, I have one sole focus: talking to brands and marketers we’d like to work with. We’re fortunate to be working with some fantastic brands in APAC and want to speak with as many potential clients in EMEA as possible, so we’re simultaneously running outbound email campaigns, content marketing, PPC and planning a series of events. This all requires a lot of attention to detail, so I only stop to respond to incoming emails that need urgent attention. During the course of the morning, I receive a couple of meeting requests, and four marketers in the technology and financial services industries, verticals in which we are experts, have requested more information about Mahlab. A great start to the day.

1pm, and time to break for lunch. I grab a bite to eat from the onsite cafe and speak to our social media lead to discuss the Facebook News Feed algorithm changes and how they will affect Facebook communities. I’m especially interested to know how Direct Advice for Dads, the community and content site of 60,000+ new and expecting dads that we have developed with Health Insurer HBF, will be affected by the changes. The latest algorithm update will deprioritise the content of brand pages and publishers in order to help people have more “meaningful social interactions on the platform”. Although Facebook has been warning us about this for quite some time and it shouldn’t come as too much of a surprise, for some brands and publishers who depend on the platform for distribution, engagement, customer service and monetisation, it’s going to cause some challenges. While it isn’t possible to predict the full impact of this change, we see this as a great opportunity to explore new and innovative content distribution strategies. It is now more important than ever for brands to create genuine connections with their audience on their owned channels by creating journalistic-led content.

Giuseppe taking home Gold at The International Content Marketing Awards for Direct Advice for Dads

We then decide to write the first draft of an article to explain these changes and suggestions to our clients and close community.

The rest of my day is a combination of meetings and video calls with our strategy, editorial, creative and video teams. We’re working on a big pitch at the moment and putting finishing touches to the presentation deck. I also have a separate call to discuss a shoot and campaign we’re running next week for a large education provider. I make some edits to the pitch deck and double check all the figures meticulously. Then I send/respond to some more emails and before I know it, it’s nearly 6pm.

I leave work and get home just before 7pm, walk Alfred and then head out to dinner with my wife. Tonight we’re eating at our friend’s new restaurant, Darwin in Clapham. The food is amazing.

We’re home by 10pm and it’s time to go on one last quick walk around the block with Alfred. I then pack my bag and lay out my PE kit for tomorrow morning’s workout.

I end my day relaxing in the living room with Netflix series Black Mirror in the background while speaking with my colleagues on Slack before I hit the hay around 11pm.

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