Time Out's Audience Development Manager loves hunkering down in Melbourne’s wine bars in winter. Here she shares her food and wine tips and her advice on creating social media campaigns
Delima, how long have you been with Time Out and what made you join back in the day?
I joined Time Out in 2015 as a junior editor. After a stint as a freelance writer, I wanted to be part of a company that I could grow with, and Time Out has definitely been that for me!
After more than two years in the editorial team, I was offered the opportunity to upskill within the company and take on my current role as Audience Development Manager. The job has evolved a bit over the years, but in a nutshell I use data, research and best practice guidelines to assist Time Out in achieving audience growth. I also implement and manage paid social media campaigns.
What Time In content have you found particularly useful since the temporary brand change from Time Out to Time In?
I’ve been loving the Melbourne editors’ snappy explanations of what’s opening and what we can or can’t do as restrictions are rolling back. They’ve recently turned that content series into handy livestreams too.
Restrictions aside, what does your perfect Melbourne day look like?
Full disclosure, it’ll be a food-filled day. I’ll start with a pastry treat and coffee at Brunswick’s Wild Life Bakery. Then maybe a bit of grocery shopping at Queen Victoria Market (pro tip: find the 3-for-$10 cheeses deal at the deli) followed by lunch at one of Melbourne’s top banh mi joints, Pho Nom. Back in Brunswick for dinner, I’d hunker down at the newly reopened Old Palm Liquor for delicious wines and a meal at the bar (always the best spot).
What was the last bit of culture you loved in Melbourne?
It’s been a while! It would have to be the Asia TOPA show I saw in late February that was a collab between electronic music duo Nonotak and artist Ryoji Ikeda. They brought the rave vibes into Hamer Hall.
Do you have a personal motto?
Stay curious and ask questions.
A good Time Out social media campaign should…
Include different touchpoints across multiple social media channels. Reaching audiences with a mix of static and video creative across multiple placements allows brand messages to be seen by a wider audience. Plus, ads that appear across platforms may be more memorable.
Your top tips for social cut through?
The number one most important thing is creative, both imagery and copy. Audiences are served so much content every day and attention is a scarce commodity, so it’s vital to have great visuals to stop thumbs scrolling first, then back that up with snappy copy that tells people what your message is and why they should care.
Plans this weekend?
Going to the pub for my first proper schnitzel since lockdown!
Delima Shanti is Time Out’s Audience Development Manager.