2025-06-27
At Sort Group, we value the importance of supporting growth within our team, and Amelia Holmes is a representation of that.
Being at Sort for (almost) five years, she’s brought fresh ideas, creativity, and dedication to her work. Recently, she completed the Certified Digital Marketing Professional Diploma, a globally recognised qualification covering topics like analytics, SEO, and AI. Following this achievement, Amelia has stepped into the new role of Senior Marketing Executive, based at our head office in Derby.
This promotion reflects how far she’s come professionally, as well as recognising the knowledge and skills she’s gained along the way. In her new role, she’s taken the responsibility of mentoring our first marketing apprentice, leading Sort Club (SortRefer’s loyalty scheme), managing our regional events, exploring new ways to increase brand presence across the group, plus more.
Read on to hear what this promotion means to Amelia, how her role has evolved since joining, and what’s next in her career.
What does your new role as Senior Marketing Executive involve?
Essentially, it’s the next ‘level’ of being an executive; I’m mentoring our Apprentice, Natasha, teaching her new skills and helping her complete her apprenticeship course. I’m also taking on new tasks like managing our events, taking the lead on developing new marketing campaigns and strategies, plus the opportunity to research new ways of enhancing our online presence across the Group brands.
What does this promotion mean to you both professionally and personally?
Professionally: I feel very proud to have reached this level in my career, I feel like this is exactly what I wanted to do, what I wanted to achieve and where I’m meant to be.
Personally: A huge confidence boost! Confidence has always been a ‘work in progress for me’, so having this promotion has been incredible for that.
What’s a campaign or project you’re proud of?
There are so many different campaigns that I’ve been a part of at Sort, but if I had to choose just one, for me it’s got to be SortRefer’s loyalty scheme: Sort Club. I helped conduct Sort Club from the very start and it’s a task I still manage today. A proud moment was when this campaign/project helped us reach a finalist position in 2022 in a marketing award, and it’s amazing when we receive feedback on how our broker clients love receiving their prizes from our scheme.
What new or valuable skills did you learn from the course?
The course itself was a great refresher, as it’s been years since I last did any form of learning from a marketing stance, so I’d say my knowledge has come more up to speed on some of the key components of marketing, especially with how we can work with AI work more effectively.
Since you first started in marketing, have you noticed any major shifts or trends?
So much has changed in marketing, like the use of AI for instance is just one major example I can think of. I’m thankful that there are tools out there to help make our jobs more efficient in comparison to when I first started my marketing career 8 years ago. Any tools that help with time management is an absolute game-changer now.
What’s your favourite part of working in marketing?
I absolutely love the variety that comes with our role. One day we could be working on a new campaign for one brand, designing new assets to compliment this and then the day after we could be working on an upcoming event.
They say “everyday is a school day”, and when you work in a marketing role, that phrase couldn’t be more accurate and I absolutely love learning about new trends, new ways of enhancing our companies and trialling new tools and technologies.
So I guess there’s quite a few of things I love about working in marketing.
How has your role evolved since you first joined the company in 2020?
Gosh so much has happened in the space of 5 years… working as a team of 2, to a team of 3, to now a team of 6. Our roles have naturally changed with the evolution of our marketing team.
What’s been a highlight of your career so far?
I don’t think I could pinpoint just one highlight, so I’ll say it’s the people I work with. I feel very lucky to have the team we have at Sort. I’ve been very lucky throughout my marketing career to have worked with wonderful, talented individuals that have helped shaped my personality and developed my skills.
Have you faced any challenges that you have overcome in your career that have helped shape you as a marketer?
Absolutely. Covid was a big one that led me to Sort in the first place. With that, I went from an educational background to now in the financial services – which is a completely different field, with new target audiences and KPIs that I had to learn. Still to this day, I’m always learning about the industry, but that’s what makes it so enjoyable.
What is one piece of advice you would give your younger self starting out in marketing?
“Never doubt yourself – you’ve got this!”
Now you have achieved a senior position, what’s your next goal you’re aiming for in your career?
I quite like to stick to being a Senior, I never thought I would gain a Senior title when I first started my career, and to have achieved this before turning 30 is a massive accomplishment, so I’m very proud of myself for reaching this milestone. Perhaps the next step could be having a ‘Manager’ title at some point in the future, or even the next level in a qualification, we’ll see!
Here’s what our Head of Marketing, Emma Brown, has to say about Amelia’s promotion:
“It’s amazing to see the progress that Amelia has made in her (almost) five years at Sort Group. She has grown hugely as a person, but within her role, she has exceeded all of our expectations and more. She’s passionate about her job, and that speaks for itself; she is full of ideas, and just gets on with the task at hand, considering all options and thinking outside the box. To see Amelia progress to Group Senior Executive is a proud moment for me, but it is very much deserved. Thanks for your continued hard work and support, Amelia ”
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