Sit down with El Craig, the Digital Project Manager keeping projects on track

We’re really making our way around Team Trio, and this month we’ve caught up with our Digital Project Manager, El Craig. The last time El featured on the blog was back in October 2022, so we thought it was time for an update.

This October, El will be celebrating her third anniversary at Trio. In that time, she has worked on numerous design and development projects, helped shape our internal processes, and become a calm and steady presence on even the most complex web builds.

What drew you to project management?

My role brings together two sides of me: my type A, organised brain and my love for a good chat. I sit between our clients and internal teams to make sure everything runs as smoothly as possible, and ideally, with minimal chaos!

I’ve always maintained a high level of organisation. As a child, I colour-coded everything,  from my hair ties and outfits to my bookshelf, and would genuinely enjoy tidying my friends’ rooms when I went over for tea (sad, I know, but the parents loved me). 

But I didn’t start out in project management. I joined Trio as an Account Executive, where I first got stuck into digital campaigns and content creation. It was actually Trio that spotted my knack for coordination and encouraged me into project management, helping me grow into a role that felt like a natural fit.

I first got into digital marketing at uni, working as a Student Brand Ambassador for brands like Bumble and Lovehoney (yes, it was as fun as it sounds). I loved the buzz (pun intended) of running campaigns and quickly realised I enjoyed organising the behind-the-scenes just as much as the final outcome. I also used to build custom Tumblr themes in HTML when I was a teen, so I’ve always had a soft spot for code and creativity. That mix of problem-solving, structure, and collaboration just clicked for me.

Are there any key lessons you’ve learnt that influence your work today?

I’m still fairly early in my career, as I started university a little later at 20, after working full-time for two years. One of those jobs was at LUSH (if you know, you know), which turned out to be the perfect crash course in confidence. 

As an introverted extrovert, throwing myself into that environment helped me get over the fear of rejection and taught me how to adapt to different personality types. I’d greet a customer, and from their response, I could quickly pick up how much involvement or support they wanted during their shopping experience. In my opinion, that’s an invaluable skill, learning how people want to communicate. Learning being the key word – never assume… You know the idiom.

One of the biggest lessons I’ve learnt since is to always overcommunicate. Often, project hiccups can be avoided simply by keeping everyone informed. Whether it’s with the client or the team, transparency goes a long way. I also realised early on that project management isn’t about controlling everything – it’s about being the bridge. You’ve got to understand different perspectives and bring them together in a way that works.

What are the current trends in digital and websites?

There’s a real split in how brands approach web projects. Some see the value in taking their time, starting with strategy, research and thoughtful design before diving into the build. Those are my favourite projects because we absolutely love getting our teeth into a brand and building something with real purpose behind it. On the other hand, some brands are looking for high-impact brochure sites that can be turned around in a few months, focusing more on speed and simplicity. 

I’m also seeing more interest in accessibility and ethical design considerations, which is something I am super passionate about, and I really hope it becomes the norm and not just a trend. 

More clients are starting to ask questions about how inclusive their websites are or should be – whether the colours are accessible, if the site works well with screen readers, etc. It’s no longer just about ticking boxes; it’s about creating digital experiences that work for everyone.

It’s exciting to see this shift, and I hope it continues to grow as more people recognise the value in building websites that are not just beautiful but are genuinely user-first.

Do you think AI is the future of web projects?

Like any good performance marketing agency will tell you, AI is a great tool to assist, but you can’t replace people. AI definitely has its place in automation and time-saving benefits, but I definitely don’t think it replaces the need for human input. 

Especially when managing a project with numerous moving parts, empathy and context remain crucial. AI might streamline things, but project managers still bring that human touch that keeps everything grounded.

Is there anything you think companies get wrong when launching a new website?

One of the biggest mistakes you can make when launching a new website is forgetting to plan for what comes after the launch. Understandably, a great deal of focus is placed on the design and build, which is obviously important. But it’s a mistake not to think about the next steps: how the site will perform, how success will be measured, or even something as simple as who’s keeping the content updated?

A website isn’t a one-and-done project; it’s a living, evolving part of your marketing toolkit. That’s why, at Trio, we always discuss the bigger picture with our clients. 

Through our marketing strategy support, we can help businesses plan how their site will drive real results. Plus, with our website maintenance services, we make sure websites stay secure, up to date and aligned with their goals long after launch.

Do you have any tips for running a successful digital project?

Get clear on your goals from the start, and make sure everyone understands them, whether that’s through a brief signoff, or through a meeting to ensure everyone is on the same page. This includes the client, the designer, the developer, and any other individuals involved. Don’t assume anything’s obvious (again, you know the idiom…). Clear communication upfront saves a lot of confusion later!

My biggest tip is definitely to use a project management tool strategically. At Trio, we’ve worked hard to build a solid process based on lessons learnt, and we’re always refining and improving it. When tasks are clearly documented, deadlines are visible, and everyone knows what’s happening when, the whole project runs so much smoother.