Yazmin Islam has been working on the EPAA committee for three years alongside her Marketing role at Wiley Australia. We chatted with Yazmin to learn more about her career journey and what to expect in this year’s live broadcast that will announce the winners of the Educational Publishing Awards Australia 2021. Subscribe to watch on Youtube – 9 September 2021.
How did you start out in the educational publishing industry? Did you always have it in your sights?
It is a bit of a family affair – I did my undergrad in Marketing and my mom was working for Wiley at the time and let me know of an opening in the Marketing team. Before the first job, I didn’t know too much about the industry besides my experience with purchasing my own textbooks during university. That said, coming into the role as a fresh grad, I did find it so interesting how at that time we were just on the cusp of really making waves in flexible online learning and e-text options. I found it exciting to be a part of helping to grow digital e-text options for students and build the story of the value they add to the learning experience.
You have worked across the globe and in product marketing. What have you learnt about educational publishing in Australia since working in it?
I think one of the big things I have learned about the edpub industry in Australia is the heavy emphasis on localised content. We already know context is king when it comes to helping students learn, and I think the local publishing industry in Australia is able to thrive as well as it does because each publisher understands the value they add to student comprehension by creating resources filled with local content, examples, and case studies.
You’re the Marketing Manager at Wiley. What does a typical week look like for you? What are you working on right now that really lights you up?
If I am honest, not only does my week change week-to-week, but it also feels like my role changes year-to-year in an ever-evolving way. That said, a typical week is filled with meetings that cover the whole spectrum of marketing activities – from planning events, to organising logistics for tradeshows, to overseeing the communications content calendar, to working on go-to-market strategies around new product launches, to having market research calls with customers, to working with developers on our websites– I basically do it all. We’re a small team, but a very high-functioning one, which means that each of us gets to have a go at working on a wide variety of marketing activities. And I’d say that variety in my day-to-day (or week-to-week, or year-to-year) is what keeps my job exciting! Right now, what really lights me up are some projects we have around Voice of Customer and looking at how we build this into future product development.
What’s been your proudest achievement so far in your career in ed publishing?
My proudest achievement is a recent one. I was asked to be part of an internal global brand video series. But the part of this that is the achievement is the warm fuzzy feelings I got once the videos were shared and we felt the full impact of global colleagues coming together to share their Wiley story. Especially at a time like this where many of us are working from home and feeling isolated in our own cities, yet alone countries, it was a great feeling to unite and share what we love about our company and the role we play in unlocking human potential.
What do you think a marketing generalist can bring to the publishing world? What does the ed publishing world need in terms of its workforce?
I’d say most of the marketers in the publishing world are generalists. From digital to comms to graphic design to analysis and everything between, any marketer looking to work in publishing really does need to do it all. I remember when I first started as a marketing assistant most of the other marketing assistants wanted to work in editorial and were using marketing as a stepping-stone. But since then, I feel things have changed and especially in Australia we are seeing new marketing colleagues who come in with a passion for marketing and bring with them a great skill set based in foundational marketing strategy.
You’re part of the Educational Publishing Awards committee. Why do you volunteer on this committee and what part do you play?
I joined the EPAA committee a few years ago to play a part in supporting our edpub industry. I appreciate how the EPAAs shine a light on some of the great resources we all develop. As publishers, the end-product is our pride and joy and it’s great to have a shared space where we pay respect to all the effort and countless hours we all dedicate towards making these resources. To a certain extent, the EPAAs are a celebration of our industry, and it isn’t only about winning and losing but just coming together to applaud everyone’s efforts.
The EPAAs this year will be broadcast online for the second year in a row. What can the ed publishing community expect from this year’s show?
I’m never one to say no to a party, but I do think the online format of the EPAAs really does open us up to so many more options with what we can include in the event. One thing I love about this year’s online format is that it allows us to feature different publishers so they can share their voice and be a part of the show. This year, we have also incorporated the voice of different educators as well, which will give some great insights to those of us in the ed pub community – since at the end of the day, everything we create is really for them.
Shortlisted resources will be announced on 19 August 2021 via email. Register to hear first.
Subscribe to the APA’s YouTube channel to watch the live broadcast at 4.00 pm on 9 September 2021.
An after party is being planned COVID-19 pending. Pre-register on the APA site.