Student Stories

Dale Gillespie

Postgraduate Diploma

"During the course, I was able to immediately implement learning within the company. Rather than just highlighting potential correlation from ad spend, I was as able to accurately measure and present ROI to senior stakeholders."

Tell us a bit about your story before the Digital Marketing Institute.

Working in IT for the motor trade I became almost an accidental digital marketer. Our company was struggling with the rapidly changing face of digital and its significant impact on the industry. Competitors were apparently using dark magic to make their website appear at the top of google search results.

What influenced your decision to study in the digital field?

The opportunity to develop my career in this rapidly expanding industry was very appealing to me as I certainly didn’t want to stagnate in a boring IT role. I read a lot of books and online courses but I always felt I needed a boost and more clarity of all opportunities within the field.

Why did you choose to study your course in the Digital Marketing Institute?

The courses were bang up to date and constantly evolving, but not only that the actual marketing done by the Digital Marketing Insitute courses was on point. I wanted to learn from people who were able to do the doing, so the choice was clear.

Since completing the course in the Digital Marketing Institute, how has your career progressed?

Not only after completion but during the course very much helped my career. I immediately implemented learning within the company. Rather than just highlighting potential correlation from ad spend, I was as able to accurately measure and present ROI to senior stakeholders. 

This rapidly escalated my career and the MD of the company began to work directly with me on not just website and website marketing but introducing digital to stores. I have continued to evolve and I am now Head of Acquisition at the Sofa, Carpet Specialist

I now manage a seven-figure digital marketing budget, as the company turnover is £352 million.

Is there any advice you would give to new or future students at the Digital Marketing Institute?

Don’t wait just do it. The course is easy learning with video presenters making it very digestible. I could dip in and out of learning at a time that suits. 

However, I would strongly advise allocating a fixed couple of hours that you dedicate each week to the course in addition to some flexi hours. I found it very tempting to take learning and then move directly to implementation within my company.

What have you been able to accomplish in digital since the completion of your course?

A complete career shift is the main change as I went from humdrum day to day to a career where I’m breaking barriers and a key instrument of change for a large PLC.

In one word, how would you describe your time in the Digital Marketing Institute?


Advance your digital career with our Postgraduate Diploma in Digital Marketing. Dramatically increase ROI and career performance, confidently drive and deliver digital marketing strategies and campaigns beyond boardroom level. Download course brochure.


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