5 Years at Searchmind: Meet Nanna Gøbel, Head of Paid Social at Searchmind
Over the past five years, Nanna has set the direction for paid social at Searchmind. She has built processes, shaped a strong team, and led the department all the way to the running for awards on the big stage.
On the occasion of her 5-year anniversary, we spoke with Gøbel about leadership, curiosity, and how paid social has changed.
Space and trust to build something
How would you describe the journey from when you started 5 years ago to today?
"It feels like yesterday that I walked through the door, but I have learned an enormous amount about myself, about people, and about being a leader. Searchmind has given me the space and trust to develop the paid social department, and when we are now in the running for awards on the big stage, it fills me with pride. That would never have been possible without our clients, who have trusted us to try out new ideas."
What keeps your motivation and job satisfaction alive after 5 years?
"First and foremost, my colleagues and our clients. It is a great satisfaction to see a campaign make a difference. My biggest driving force is curiosity, combined with a good dose of perseverance."
From target audiences to marketing psychology
What is the biggest change in your field compared to 5 years ago?
"The algorithms have taken over much of the craft we used to do manually. Today it is the creative expressions that determine who we reach, and short, authentic videos have replaced the polished brand films. We have gone from setting up campaigns to being a strategic sparring partner. Marketing psychology plays a far greater role than it did 5 years ago."
What milestones do you hope to have reached by your next anniversary?
"That we are not just in the running for the major awards, but standing there with the trophies in hand. That our clients experience us as a trusted partner who drives growth and takes good care of their brand. And that I can look back on a team where everyone has grown and is recognised for their strengths."
Nanna's best advice: Measure what drives growth
As head of our paid social department, Nanna has closely followed how measurement and tracking have changed dramatically over five years.
What is your best advice for companies that want to get more out of paid social?
"Look at what your efforts mean for the entire business. When I started, we could see data flowing through from web to platform in real time. Due to GDPR, iOS updates and consent regulations, we now look at overall revenue and profitability, and we test what actually drives growth. Don't just measure the direct return on ads, but also how many new customers you're acquiring, what they cost, and how brand awareness is growing. And make sure paid social works in tandem with search, email and your website."
Thank you for the first 5 years!
A thousand thanks, Nanna, for five years of ambition, leadership, and infectious curiosity. You have built a paid social team we are incredibly proud of. We look forward to seeing how far you will go in the next five years!
