In this Orientation Marketing agency spotlight series, we speak to Pay-Per-Click Lead, Rayan Thorpe.

Occasionally, we speak to a member of the Orientation Marketing team to learn more about their roles at Orientation Marketing, as well as what makes them tick.

Today we speak to Rayan Thorpe.

Tell Us a Little Bit About Your Role At Orientation Marketing.

My role as Pay-Per-Click Lead includes overseeing all of the Search and Social campaigns we run for our clients. From strategy formulation, build, optimisations and reporting. My role is focused on providing value to clients ensuring targets are being met and accounts are constantly driving better results. Other aspects of my role include brainstorming with the team and contributing to the overall digital outputs of the agency.

What Does Your Daily Schedule Look LIke?

I start my day with a brew, green tea (maybe with a dash of lemon) is my choice. Upon logging in I spend some time checking on any emails which may have come through addressing anything which is urgent. I then look through each of the PPC accounts to make sure KPIs are being met and there are no spending issues. I then like to look for any areas where optimisations could be made based on KPIs, making notes on potential recommendations to share with clients.

After lunch I tend to look into competition and how campaigns are performing in auctions, making notes and looking for trends. Looking over audience and market-level reports for tweaks to improve performance. Towards the end of the day, I try to do some reading around digital marketing updates on blogs such as PPC Hero, before ending up making a list of priorities for the next day. No two days are ever the same as all clients have different objectives, requiring different approaches, but that’s what keeps it interesting.

How Did You Come About Working in this Industry?

I had an open mind when it came to industry as my passion lies in the marketing aspects. My first full-time role post-university was in a digital marketing agency operating in the pharmaceutical space. I found it interesting learning about complex pharma terms and finding the best way to communicate and engage with HCPs, patients or caregivers.

How Did You Come About Working In Marketing?

I did a broad business and management degree at university but excelled in the Marketing modules. I enjoyed understanding the marketing mix and how best to get a product or service in front of the right audience to increase awareness and/or sales. Once I graduated, I started looking into ways to get my foot in the door and had a couple of unpaid/paid internships which really helped to lay the foundation as I was exposed to numerous channels across search, social media, video and programmatic display.

Tell Us About an Interesting Project You Are Working on Right Now...

I am currently working on a bespoke all-in-one events promotion package which will incorporate at least three different channels and decades of digital/creative experience in ensuring clients get a sustained and meaningful boost whilst at conferences. In the early stages, but has the potential to be something special…

What Inspires You?

Personally, being a good human being. In general, though, always coming from a place of learning and sharing my own experiences to drive better outcomes. I love nature, how simple yet complex it is. The world is vast and new things are being discovered all the time, it constantly amazes me. Art and creativity also inspires me and understanding what moves people to express themselves the way they do, whether that’s music, literature, visual arts or other forms of expression.

Recommend A Video Game.

Top Spin 2k25. Feels like a job in itself on realistic settings! Some say it builds character though.

Recommend Some Music.

Anything by Kendrick Lamar or instrumentals by J Dilla. 

How Would You Spend a Million Dollars in 24 Hours?

By buying land in Africa and creating unique retreats around holistic health.

What is the Strangest Meal You’ve Ever Eaten?

“Squid ink polenta” during my time in Venice. Tasted good, but on first impression looked like tarmac slush!

What is the Best Marketing Tip You Can Give?

Stay curious. Audiences and channels are always evolving. Each campaign is an opportunity to learn more, to be brave and try something different and garner better results… (or not ha, but at least you tested and have valuable insight moving forward which is still a win in my books).

Rayan is a highly experienced paid media and digital growth specialist, with over 10 years' experience managing omni-channel campaigns across search, social, video and programmatic media buying. His track record of successful campaigns spans multiple healthcare and pharma agencies, where he worked on campaigns for large and small biopharma clients including Roche, Boehringer Ingelheim, Bayer, Lilly and Novartis. He holds a bachelor’s in business and management from the University of Hull Business School, U.K.

For more, find Rayan on LinkedIn.