Name: Emily Elcock
Age: 22
Job title: Social media manager
Company & location: Tiptree, Essex
Education: Multi-channel marketing apprenticeship with Vocate Training
As a child, what did you want to be when you grew up? An actress, despite some truly awful performances as a sheep and an angel in primary school nativities!
Why did you decide to go for a career in food & drink? I’ve always loved cooking and trying new food. One of my first jobs was front of house at a fine dining restaurant, and I stayed for five years. I fell in love with the way food brings people together and turns a meal into a special occasion. I was in awe of the time and care the chefs put in, and the fact that every dish had a story behind it.
Front of house taught me loads but I had a real desire to learn how a brand was built and what went on behind the scenes, so I did some work experience with their marketing team, helping with social media planning, influencer research and a high-end photoshoot. After that, I knew that was what I wanted to do.
“You don’t have to take the traditional route if it doesn’t feel right for you. Real-life experience, energy and enthusiasm can go a long way”
Explain your job to us in a sentence (or two): Tiptree has been making jam since 1885, so it has a long history and some fantastic stories to tell. My job is to bring those stories to life on social media in a way that’s positive, engaging and relevant today.
What does a typical day look like for you? It sounds like a cliché but no two days are ever the same. One day I’m brainstorming ideas, writing copy, scheduling posts or briefing our content creators. The next I’m making content myself: baking at home with our jams and preserves, filming in the factory, or out on the farm filming the fruit being picked.
Tell us how you went about applying for your job: I saw the role on Indeed and sent in my CV and cover letter. I’ve known and loved Tiptree for years – the mini jars are famously associated with hotel breakfasts and cream teas around the world – so writing an enthusiastic cover letter was easy.
After a virtual first interview, I was asked to draft a two-week content plan, create the first two posts and present them at my second interview.
What’s the best part about working for a food & drink company? Food plays a huge role in connecting people, and I love feeling that I play a small part in that. I get lots of comments and messages from people saying the taste of our products reminds them of a family member or a certain time in their life, which is lovely. Plus, I get as much delicious jam as I want!
And what’s the biggest misconception people have about working in food & drink? That running social media for a food brand is easy. It’s absolutely not!
There’s a lot of strategy and data analysis behind it, especially with paid social. There’s so much content out there now that you have to be really strategic about what you post to stay relevant and engaging.
What advice would you give to other young people looking to get into the food & drink industry? Get as much experience as you can and show real enthusiasm. When I was trying to get into marketing, there was a summer where I was working three jobs at once: front of house, social media for a marketing agency, and events marketing. I then chose an apprenticeship over university, and within 18 months I was the sole marketing lead for a large pharmacy chain.
So you don’t have to take the traditional route if it doesn’t feel right for you. Real-life experience, energy and enthusiasm can go a long way.
What’s your ultimate career dream? I feel like I already have it! I used to think I’d like to work for myself as a freelance content creator and social media manager. I’ve done shoots for an Italian restaurant and wine shop and a yoga studio, and I loved it. But I love being in-house. Everyone at Tiptree is so passionate about the brand and the products. There’s something really rewarding about committing to one brand and giving it your full attention, and with Tiptree, that’s easy.
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