Leading Through Change: Insights on Digital Media

Ashley Gill, Executive Director of Operations at Situation UK, has spent her career at the intersection of people, process, and performance. With a background spanning digital media and agency leadership, Ashley offers a thoughtful perspective on what it takes to thrive in a fast-paced industry like theatre marketing.

From identifying key skills for success to navigating the ever-changing landscape of digital platforms, Ashley’s insights are invaluable for anyone working in, or aspiring to join, the world of media and marketing.

In digital media, adaptability isn’t optional; it’s essential. “Having an analytical and curious mindset is key,” Ashley explains. Even roles that aren’t purely data-driven require the ability to approach problems methodically. Just as important is the capacity to learn—and unlearn—quickly.

“The industry changes constantly,” she says. “Platforms update, algorithms evolve, and the rules can shift overnight. You have to be agile and open to embracing new approaches.” She also emphasises a passion for learning as a critical trait. While agencies provide training, self-motivation and a drive to stay on top of trends are what set the best apart.

When hiring, Ashley focuses on more than just technical expertise. “Cultural fit is hugely important, especially on a smaller team” she notes. “It’s easy to fill knowledge gaps and teach technical skills to the right people, having a strong work ethic and a positive attitude can go a long way.” In an agency setting, thriving under pressure and handling a fast-paced environment are essential.

Some of her most valuable hires are those who perform exceptionally well in high-pressure situations. “Some people perform incredibly well under pressure, you can see they enjoy it and they are motivated by the fast pace of work ,” she says.

Clients play a crucial role in the motivation and success of agency teams. Ashley highlights the importance of respecting SLA’s to allow teams to deliver their best work. It also makes a difference when clients show genuine interest and appreciation for the work.

“Indifference can be demotivating,” Ashley explains. “When a team has worked hard and prepared extensively for a meeting, or delivered great results, only to feel like their efforts weren’t appreciated, it’s deflating. On the other hand, when clients are engaged and enthusiastic, it lights up the team and drives them to go above and beyond.”

Having grown up immersed in theatre, Ashley is no stranger to the stage—but the business side of the industry has been an eye-opener. One of the most surprising aspects for her has been the speed at which decisions are made and campaigns are executed.

“Everything moves so quickly,” she says. “It’s not uncommon to market a show with only a few months’ runway, and sometimes even less. From a digital perspective, it’s fascinating to see how strategies adapt in such tight timeframes.”

She’s also been struck by how closely producers work with marketing teams. “I didn’t expect them to be so hands-on,” she admits. “It’s been really interesting to see their level of involvement and how invested they are in every part of the process.”

Ashley is optimistic about the role of AI in the future of digital media. “AI is exciting,” she says. “It’s not about replacing humans; it’s about freeing up time for strategic thinking and creativity.”

While AI has the potential to streamline executional tasks, Ashley stresses the importance of understanding how to work with the technology. “The better we understand it, the more we can leverage it to achieve amazing results. It’s about embracing the tools available and using them to elevate the work we do.”

For those considering a career in theatre marketing, Ashley offers practical advice: “Understand the pace and pressure of the industry. It’s not for everyone, but if you’re passionate about theatre, that passion will carry you through the intense moments.”

She also encourages new graduates to explore the many paths within digital media. “Take the time to learn what aspect of digital you are best suited to. There is a lot of data involved with media, so it’s important to know what you are applying for and consider if it aligns with your strengths and interests. If you are a creative person, then Social and Content could be a good fit. If you thrive with numbers and analytics, then Paid Media would be the right path. If you are a confident communicator and love working with people, then you should research Account Management roles.”

“It’s a crowded market for candidates, think about what makes you stand out and find ways to demonstrate this in your CV and interviews. Always write a tailored cover letter to show your enthusiasm for the company and the role.”

Ashley’s perspective highlights what makes theatre marketing both thrilling and demanding: the blend of creativity, analytics, and a shared passion for the art form. With leaders like her at the helm, the future of digital media in the theatre world looks brighter than ever.