Our ‘Profile: A Day in the Life of’ feature takes a look at some of the global professionals working across performance marketing. It aims to shed light on the varying roles and companies across the flourishing industry. This week we head to London to speak with Viralheat’s UK marketing director.


John W. Hayes

Job title and company:

UK Marketing Director, Viralheat.

In one sentence, how would you describe what the company does?

We help enterprises get the most out of their social media investments across their marketing, sales and customer support functions.

What are the company’s unique selling points? 

Viralheat’s social media analytics and management suite enables enterprises to manage their entire social workflow (listening, analytics and engagement) within one platform, which delivers comprehensive insights into campaign efforts and effectiveness.

Within the last six months/year, what stands out as the company’s major milestones?

There are so many; we never sit still. Highlights include integrations with amazing technology like SugarCRM, customer success stories with major brands like Variety and, of course, our expansion into the UK/European markets.

Duration in current role: 

Four months.

Where are you based?

I divide my time between London and rural Lincolnshire in the north of England.

Previous performance marketing-related companies where you’ve worked:

I have previously worked at multichannel ecommerce software vendor ChannelAdvisor, and I continue to offer my services as a marketing strategist to the email marketing firm iContact.

What are your main job responsibilities? 

My main role is to run the go-to-market and market development initiatives, and to act as the local brand ambassador. This means I take every opportunity to evangelize about how social media empowered by great technology like Viralheat can help make organizations more approachable, efficient and profitable. I spend a great deal of my time writing blog posts and engaging with journalists and other industry influencers and thought leaders who can help me get the message out. I also speak at events throughout the UK, Europe and the US, and am constantly chasing up new opportunities. When I’m not focused on content or speaking, I spend my time building relationships with clients, prospects and potential business partners.    

Take us through what you get up to on a typical working Monday:

I have no set schedule other than trying to write and publish something every day. I spend a good deal of time on the road travelling between client meetings and speaking engagements. No two days are the same and that is very much part of the reason why I love my job.

What top three websites can you be found browsing during your lunch hour?

The Guardian, Facebook, eConsultancy.

What are your top three tips for someone looking to get their hands on a job like yours?

  1. Dedicate a little time every day to reading. I carry a Kindle everywhere and am inspired by biographies, travelogues and newspapers whenever I travel (which is often).
  2. Believe in yourself and don’t be afraid to raise your head above the parapet and share your opinion.
  3. Network like crazy. People buy from people they like – so put yourself out there and be likable.

Career-wise, where do you see yourself in three years’ time?

Three years is a long time in social media. I would hope to remain at the cutting edge of digital marketing technology, working with people who challenge and inspire me. Above all, I want to continue doing something I enjoy and remain happy.

Tell us one thing people at work don’t know about you?

I try and cycle at least 500 miles every month to counterbalance the unhealthy hours I spend hunched over a laptop or sitting on planes and trains.