Like most talented content creators, Sarah is usually the one behind the camera, phone or screen, crafting engaging content to promote New Zealand wine worldwide.
That’s why I’m so excited to share a bit more about her background, work and love for wine in today’s Q&A. Let’s get straight into it…
Tell us a bit about yourself… what do you do?
I’m the Communications and Digital Advisor at New Zealand Winegrowers. My job is quite varied, I create and implement the NZ Wine social media strategy and look after digital communication tools such as the website. My role works across all areas of the organisation, so I have a hand in communicating in everything from sustainability to global events.
Recently, I have started writing articles about the people behind the New Zealand wine industry for the website. I really love this part of my job – getting to interact with people from all walks of the wine world.
I started my career working for Trilogy Skincare, in an e-commerce customer service role. After a few years, I was running the social media channels and CarboNZero reporting and audits – the random things juniors get asked to do! After 6 years, I took a job Yealands as the Digital Content Specialist where I learnt about other digital functions, and more importantly, wine! Now I can’t imagine not working in the wine industry.
What advice would you give a winery that’s just getting started with social media?
The first thing to ask yourself is, what do you want to get out of social media? There are a myriad of different ways you can use it, and if you don’t have a plan, your success will never be measurable (in other words, it will never feel successful!).
It is also very easy to be unproductive and try to do everything at once. I’m a big advocate for doing less but doing it well on social media. A good way to start is by following other brands you like that are successful on social media and watch what they are posting.
Then I would suggest choosing one aim – whether it is promoting a cellar door, a loyalty club, growing brand awareness or driving traffic to e-commerce – and focusing your content, advertising, the channels you use and your analytics to support your goal. Regardless of your aim, use the best quality images you can.
Once you get a feel for it, what your audience likes and responds to well, you can start to diversify your goals and content.
If you were a wine, what wine would you be?
Perhaps a Pinot Noir, I love wintery days by the fire and all types of food. Here’s hoping I’ll age well!
Share a fact about yourself that only a few know
I do photography. All my jobs have required content creation and I had the skills from studying film production at university, so I started to create things myself. Doing projects for my colleagues or freelance was really nerve-wracking at first, but I’ve worked up quite a bit of experience, everything from corporate events, travel, to product styling.
I even received the opportunity to travel to Kenya with Trilogy to photography one of their long-term charity partners, and run a half marathon in a safari game park. That was a real career highlight!
I tried running a little side business for a while, but soon discovered turning your hobby into a job isn’t always fun. Now I do the odd freelance job, always projects that I want to be involved in. I prefer working in diverse job where I get to take my camera out occasionally but it never becomes a chore.
Things you still want to do – what’s on your bucket list?
Travel! My travel bucket list is ever-expanding. Last year, I spent a few months around South America before taking my role at NZ Wine. Next up I’d love to go to Japan!
Dead or alive, who would you like to share a glass of vino with?
David Attenborough. He inspired me to take up film production at university, with the end goal of being a documentary maker. I have gone down a very different path! It would be a fascinating conversation and I’ve heard he likes a glass of wine.
Thank you so much Sarah. Make sure you follow Sarah’s creative efforts via NZ Winegrowers’ accounts on Facebook | Instagram and Twitter. You can also connect with Sarah directly via her Instagram account.