Meet Ilaria: Career Change From Nanny to Digital Marketer

by Georgie Blackburn
Success Stories4 min read

Ilaria left her native Italy, where she worked as a nanny, and moved to London a few years ago. At the time, she saw the move as a great opportunity to utilise her Social Work diploma, develop her English skills and to continue to work with children.

However, she started to feel less satisfied with how her career was progressing. Following a stint in Content Creation and Website Development which she did back in Italy in 2018, she decided she would like to develop her Digital Marketing skills and interests.

Ilaria heard about Stay Nimble’s Digital Marketing programme through her DWP Work Coach at the Jobcentre and jumped at the opportunity to gain certifications, up-to-date training in all aspects of Digital Marketing, as well as one-to-one coaching to support her along the way. Ilaria was one of the first members to join the Stay Nimble Digital Marketing programme and also one of the first to complete the certified courses that form part of the programme.

In October 2021 Ilaria took the opportunity to be interviewed for a part-time nannying position for a high-end children’s clothes atelier in London. During this interview Ilaria was open about her interest in Digital Marketing and content creation. Fortuitously, the business owner was growing her online business and was therefore seeking support in her Digital Marketing. Ilaria was offered an Apprenticeship in Digital Marketing, alongside part-time nannying work, providing opportunity to combine and develop all of her skills. 

Name: Ilaria

Location: London, UK

Current position: Digital Marketing Apprentice

Previous job: Nanny

What prompted you to make the change?

After 10 years of working in the childcare sector I was no longer feeling completely satisfied. During 2018, when I was still in Italy, I had worked in Content Creation and Website Development for a while, and I had really enjoyed it. But I wasn’t sure how I could get into that in the UK.

Did you know what career you wanted to move into before you joined the Digital Marketing programme, or did you discover this along the way?

When I realised that I was not as satisfied in the childcare sector, I decided that I would like to develop my Digital Marketing skills - it’s an area that has interested me for a long time, more so since working briefly in that area a few years ago. Thanks to the programme I had the opportunity to learn more about the many different roles in the sector. That helped me to recognise my skills and also work out which roles best fitted with what I enjoy.

Did you face any obstacles along the way?

I gave up a well-paid nannying job so that I could commit to learning about all aspects of Digital Marketing, so that meant money was really tight. It meant that I had to move accommodation a couple of times to help me to manage my finances.

I also felt confused many times along the way, and sometimes I felt it was too hard, but I had the support of my Stay Nimble coach, Georgie, to talk this through each time, which helped me a lot.

What training and support did you receive?

I had all of the training and additional exercises to work through within the Stay Nimble Digital Marketing programme itself, so I was gaining certificates while I was learning. But I also had the full support of my coach, Georgie, which has been particularly valuable as she has been with me each step of the way, helping me to understand what I really want and how to approach and achieve my goals. Georgie has guided me on aspects of my job searching, CV, portfolio, as well as pointing out further learning opportunities. Before joining the programme I felt quite unsure how I might use my skills in this area, as my experience was very limited. Georgie helped me to discover my skills and the roles that might suit me best. I’d say that having this individual coaching support has been essential to my growth.

Through Georgie, I was aware that without any formal experience in Digital Marketing, I might struggle to make this my permanent role. So I decided to try to develop my skills as much as possible. I created a website for my parents’ bed and breakfast business in Italy, and I developed a friend’s business website. I also followed the programme’s advice by talking to people in the industry, attending webinars and using LinkedIn to grow my network. At the same time, I secured a volunteering role in London which gave me experience creating website content and social media posts.

Do you feel like you made the right decision?

Definitely!!! I feel alive again. I am so excited to be on my new career path. I was so excited to be offered this position, as it enables me to combine both areas that I love - working with children and growing my Digital Marketing skills in a supported environment. I am loving what I am doing now and I am very proud of myself for sticking with it, working hard and achieving what I had wanted to do for some time.

What are your future career goals?

I want to keep learning and growing. I will always work hard for what I want to achieve, but I also want to enjoy my journey too.

What advice would you give to someone looking to make a career change?

Go for it and don't be scared. Be positive, believe in yourself. Find what you love and work hard - it will happen for you eventually.

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