Since joining Trio, Paddy has evolved from a Client Success-focused role into Paid Media, supporting the wider Paid Media team across Google Ads, Meta Ads, Google Merchant Centre and campaign optimisation.
After helping develop and integrate Trio’s Client Success Programme into the wider business, his role naturally evolved into Paid Media with a growing involvement in campaign support and optimisation. The more exposure he had to the strategic side of Paid Media, the more he realised how much he enjoyed the balance between creativity, problem-solving and continual learning that comes with the role.
Before this, Paddy worked within the construction industry. Whilst his route into marketing may not have been traditional, his curiosity, people-first mindset and willingness to learn have made the transition feel like a natural progression.
We sat down with Paddy to talk about this transition, what he’s learned so far and why understanding people is still just as important as understanding platforms.
What does your day-to-day look like?
My day starts with a sock-related consultation from my dog, Willow. Every morning, she carefully watches which socks I put on, trying to figure out if we’re exploring the woods somewhere, or if we’re going to Trio HQ to see her work friends. Either way, she’s happy. She’s become a massive part of the team and spends most of her day following El around like a shadow, demanding face rubs from Claudia or trying to convince Gary that his lunch should really be considered a shared resource.
A big part of my role now involves supporting the Paid Media team with Google Ads maintenance, budget pacing checks, keyword research, search term analysis, reporting and Google Merchant Centre management. I’ve also learned how important ongoing campaign maintenance is. Paid media definitely isn’t something you simply launch and leave alone. Trends change, search behaviour evolves and Google Ads likes to keep you on your toes, mainly encouraging you to increase your budget.
What drew you to paid media?
Over time, I started learning about Paid Media and got the opportunity to support the team with smaller weekly tasks and account maintenance, initially helping lighten the load while members of the team prepared for maternity leave. The more exposure I got to campaign work, the more I began to enjoy it. I liked the balance between creativity, strategy and problem-solving, but also the deeper level of understanding required behind the scenes.
Who supported your transition to paid media?
I’ve been incredibly lucky to be surrounded by a great team, from Shaheen introducing me to the basic account checks and maintenance work, which became my gateway drug into paid media, to Colleen and Claudia teaching me about campaign management and the level of detail involved behind the scenes.
The rest of the team then helped build my confidence further, and now Jake has joined the team as the Paid Media Manager, bringing fresh ideas and perspectives, which has also been great to learn from.
Claire’s guidance and belief in me played a huge part in my transition into the Paid Media role. Over time, the support from the team has helped me move from feeling imposter syndrome when I first started to feeling a real sense of belonging, which I’m incredibly grateful for.
Are there any key lessons you’ve learnt that influence your work today?
One of the biggest values I carry with me is honesty. I try my best to do what I say I’ll do, or I’ll be honest if I can’t. People appreciate clarity, and I believe that kind of openness builds real trust.
I was raised in a female-led household by my mum and sister, with my grandparents playing a significant role as well. That early influence taught me a lot about empathy and emotional awareness. My grandma and I have always shared a similar way of seeing the world, the same dry humour, the same moral compass and the same sense of loyalty. At 91, she’s still one of my favourite people to spend time with.
Losing my dad at 18 changed how I see the world. It made me more aware that most people are carrying something, even if they don’t show it. I try to approach people with a bit more care and patience. I’m not perfect, but I try to be honest, and I’m never afraid to ask questions or admit when I’ve got something wrong.
I think all of that naturally influences the way I approach my work today as well. Even within Paid Media, behind every campaign, report and search term is still a real person trusting you to help grow their business. That’s why I care so much about communication, honesty and genuinely understanding what clients actually need, rather than just ticking boxes.
What are your top tips for ensuring great client relationships?
For me, it always starts with listening properly. Not just hearing what a client says they want, but understanding what they actually need based on your expertise, where they’re trying to get to, and what success looks like for them.
Honesty and communication are huge for me. I think it’s better to set realistic expectations from the start and to be open to changes along the way.I think it’s important to set realistic expectations from the start and make sure everyone understands the strategy behind what we’re doing. Paid Media isn’t an overnight fix, so honest communication and keeping clients informed along the way is really important for building long-term trust.
Clients need to feel like they’re in safe hands and that we’re not just a service provider, but a true extension of their team. That means delivering when we say we will, following up without being chased, and being present and proactive when they need support. It’s the small, consistent actions that build trust and make a real difference over time.
And finally, treat people like people. Everyone’s human. Everyone’s got stuff going on. So, bringing empathy, patience, and treating clients the way you’d want to be treated – that goes a long way. If you focus on building real relationships, the results tend to follow.
It’s the same with the team at Trio: everyone’s brilliant at what they do, and they care for each other. That energy carries straight through to how we support each other and our clients.
What do you enjoy about working in paid media?
Before working in the industry, I probably viewed Google Ads the same way many people do: as simply paying to appear at the top of Google. In reality, we wish it were that easy. You’re constantly trying to understand how people actually search online and how that behaviour continues to evolve, especially as AI becomes more integrated into search and people use much longer, more conversational prompts than ever before. Understanding those nuances, adapting campaigns to search intent, and continually refining them over time are key to improving performance.
How have you found the shift in your career?
Honestly, the transition itself felt far less daunting because of the people around me. From the start, I’ve been surrounded by a team that genuinely encourages learning, development and asking questions, which made moving from Client Success into Paid Media feel inevitable.
The challenging part has been the constant learning that comes with the role. Digital marketing evolves incredibly quickly, and there’s always something new to understand, improve on or adapt to. But for me, that’s also what makes it rewarding. I enjoy being pushed, building confidence through experience and gradually seeing everything start to click into place.
More than anything, the overwhelming feeling is gratitude. Gratitude for the support, patience and encouragement I’ve received from the team at Trio, which has made a massive difference to both my confidence and my professional development, and that’s my favourite thing about Trio.
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