How to stay ahead of Marketing and Social Media trends? Insights from our Marketing Specialist

In our latest interview, we have the pleasure of introducing you to Kamil, our Marketing Specialist, whose career path has taken some intriguing twists and turns. Kamil’s journey began as a waiter but swiftly evolved into the dynamic realm of marketing, guided by internships and international adventures.

Now at, Kamil’s focus on social media has breathed fresh life into our online presence. Join us as we dive into Kamil’s experiences, the challenges he tackles, and how he keeps on coming up with new, creative ideas. Prepare to embark on an enthralling journey through the eyes of a true marketing enthusiast!

MATEUSZ: Kamil, what was your first job?

KAMIL: My first serious job was as a waiter in a hotel right after I graduated from high school. I worked there for almost 2 years, even survived the pandemic.

MATEUSZ: What kind of hotel was it? The one where you later continued your career?

KAMIL: That’s correct, it was the same hotel where I later returned to in a different role. At first, I was a waiter, and although it may seem like a less developmental job, quite mechanical and repetitive, I learned a lot there. It taught me about guest relations, serving premium customers, and becoming more customer-conscious. It was also a significant source of knowledge about the travel and hospitality industry.

MATEUSZ: So how did you transition from being a waiter to working in marketing? Did you go to the HR department and say, “Listen, I really like you guys, but I don’t want to be a waiter anymore, I want to handle marketing”?

KAMIL: Not quite (laughs). My career path didn’t unfold in such a straightforward and continuous manner. There was a gap between that transition and my new role, during which I gained marketing experience because, at that time, there wasn’t an opportunity for that in the hotel.

I did an internship at a research agency and later worked at an agency specializing in influencer marketing. After that, I went on an Erasmus program to Paris, and the story came full circle when I returned from my trip. My friend, with whom I used to work at the hotel, had been promoted to the HR department. She offered me a return to the hotel, but I immediately expressed my interest in working in the marketing department. I went through the recruitment process and a month later, I was in marketing 😊.

MATEUSZ: Alright, I understand. So how did your journey at begin?

KAMIL: My journey started when I was looking for new challenges and came across a job posting for a Junior Marketing Specialist. The responsibilities seemed to align closely with what I had experience in and felt comfortable doing. The job posting caught my interest, so I submitted my CV, went through the recruitment process, and here I am now 😊.

MATEUSZ: Speaking of the recruitment process, how do you remember it? Was it stressful, or more relaxed? Were there any aspects you didn’t like?

KAMIL: I remember the entire recruitment process very positively because, on one hand, it wasn’t too long, and on the other hand, I felt that both you and the company got to know me, and I got to know you. I learned what was most important to me, and I felt that I would have the opportunity for growth in the areas that interested me the most.

MATEUSZ: So, would you say that you liked the recruitment process? Did you come into the role of Junior Marketing Specialist with a clear understanding of the scope of responsibilities?

KAMIL: I felt that everything lined up with what I had been told during the recruitment process. What’s more, there were also some tasks I didn’t expect but initiated myself. For example, I conducted group focus group interviews with employees to evaluate how we executed the rebranding process and how they perceive our brand now compared to how it was before. These were opportunities I didn’t anticipate but they delighted me.

MATEUSZ: How do your tasks look now? What do you mainly work on?

KAMIL: The main areas I devote most of my time to are social media. Generating ideas, creating content, publishing, moderating, and observing what happens afterward. It also involves writing and publishing content on the website, video editing, graphic design, and preparing materials for the sales and implementation teams. Occasionally, we also handle marketing agreements with airline operators, for instance.

MATEUSZ: I’d like to focus on social media. Where do you get the inspiration for all that content because there is quite a lot of it?

KAMIL: I think the key here is to develop a communication strategy first, on the basis of which you build several pillars and sources from which you can draw inspiration. I divided this into several parts. The first pillar is to get inspiration from selected newspapers that publish substantive articles. I defined with Natalia the topics that interested us, and if anything appears, I use it as inspiration.

The second, quite obvious pillar, is monitoring competitors’ activities and seeing what works for them 😉

The third pillar is observing influencers present in the travel industry. There aren’t that many influencers who focus solely on business travel, but some content is universal enough to fit different platforms.

The fourth pillar is simply imagination 😉. Sometimes, an idea pops into your head that hasn’t been done before, and you think, “Oh, this will fit, this makes sense.” Once one source dries up, or even two, you have others. This way, you avoid a content lull.

MATEUSZ: Do you have a source that you know will always provide you with some material or inspiration?

KAMIL: Yes, but not for all social media platforms.

MATEUSZ: How do you distinguish between them?

KAMIL: For example, interesting and relevant content that appears on various websites typically suits LinkedIn, Facebook, and Twitter. Although I shouldn’t say Twitter but rather “X” now (laughs). Each platform has its own dynamics, and our communication strategy has certain assumptions tailored to each medium.

Besides, on Instagram or TikTok, I can’t add a link to an interesting article with a catchy caption. It’s technically impossible. Of course, I can create engaging visuals and include a link in the bio, but I know it wouldn’t work for us. It’s best to create a carousel post or reels. Many content ideas that could be published simply don’t fit on these or other platforms. Sometimes, I manage to find a great idea that works well on LinkedIn and X, while another idea works perfectly on Instagram. In such cases, I can use two different pieces of content, but doing that all the time would generate too much work and be difficult to produce. So, I often have to adapt the same content to different formats.

MATEUSZ: Have you ever added something to social media and didn’t expect it to get such high reach?

KAMIL: Yes, definitely. There was a video about ways to alleviate jet lag after a long journey. It was posted relatively early in our social media management journey when our Instagram account was just starting. I added the video, and within two days, nearly 15,000 people had seen it. It was something I didn’t expect at all, but it also allowed me to better understand what our users expect from us. And that’s what we aim to provide, content that answers their real needs and challenges, not just what we think they need.

MATEUSZ: Alright, what do you mean by “it”?

KAMIL: It mainly includes travel-related advice. We don’t tell people what they need; we respond to their real needs and the challenges they face during travel. Ultimately, business travel differs from “regular” travel in terms of formality and activities during the trip. However, the process of getting from point A to point B, finding accommodation, and returning home is the same. So, the nature of certain problems is the same.

MATEUSZ: Yes, I agree. What would you say is the biggest challenge in your role?

KAMIL: Ensuring that the sources of inspiration never run dry 😊. Social media and marketing are very dynamic environments. Everything changes from day to day. Keeping up with trends can be difficult, and sometimes, I come up with an idea, but we already have content scheduled for the next week, and these are things that can’t be moved. I know that in a week, the topic or trend will have passed. The lifespan of some trends, or fads, is quite short in this context. If you’re not a big enough brand or account and you don’t ride the trend right away, your content gets lost in the sea of other posts.

MATEUSZ: I see. How about the last significant project you worked on? Can you tell me more about it?

KAMIL: Such projects came up, especially at the beginning of my work and before the summer season when the business travel industry is booming. When I started at, we had just completed a rebranding, and we had to rethink many elements, adjust the new communication language not only in words but also in visuals. These were elements that kept me and Natalia busy for weeks, or even a month or two.

MATEUSZ: So, are there any areas or tasks you don’t like doing?

KAMIL: Sometimes, I don’t have the opportunity to execute an idea that has a limited shelf life. Something new comes up that needs to be done right away, but it’s a situation where you can’t postpone it, and I know that in a week, that topic or trend will have passed. The lifecycle of some trends or fads is quite short. The truth is that if you don’t jump on the trend right away, your content will get lost in the sea of others.

MATEUSZ: Understandable. Now, what’s your perspective on the travel industry? What do you like about it, and what don’t you like?

KAMIL: What I definitely like about the travel industry is its dynamism, flexibility, and unpredictability. However, sometimes these are the same things that I don’t like about it 😉. There are moments when the unpredictability becomes uncontrollable, and you lack any element to grab onto. I believe there are more pros than potential cons. If there weren’t any pros, I wouldn’t have stayed in this industry.

MATEUSZ: How is it working for you at the intersection of the IT and travel industries? Is there a significant difference between the hotel where you used to work and what you do now?

KAMIL: Yes, definitely. At the beginning, there were terms and phrases that I didn’t quite understand, but you can quickly learn. For example, I didn’t understand what sprints were all about. Why do they make those IT folks run (laughs)? But now I know that they don’t have to run.

MATEUSZ: Definitely, they don’t have to run (laughs). Tell me, Kamil, how do you manage work-life balance? Is it more “life” or “work” for you? Do you pay attention to it?

KAMIL: I definitely pay attention to it. Probably partly because it’s inherent in my generation and there’s no doubt that it’s really important. But do I have that balance? It seems like it, although it’s not easy to maintain. Working in marketing, especially in social media, can vary. I can’t imagine finishing work at 4:00 PM when the posts are scheduled for 6:00 PM and not checking what’s happening until the next day at 8:00 AM. The same goes for weekends.

MATEUSZ: Okay, I understand. It’s indeed hard to disconnect from it. How about the best times for publishing content?

KAMIL: There aren’t any (laughs). It depends on your industry. It’s hard to give a one-size-fits-all time. There are recommended posting times, but just like each of us is different, each profile is different, and each audience is different.

For example, on LinkedIn, it’s best to post before 8:00 AM because that’s when our business travelers, or generally people who follow this profile, are heading to work, so they’ll check LinkedIn before starting their work. On more lifestyle-oriented platforms like Instagram, later hours work much better when people are back home and have time for leisure.

MATEUSZ: Thank you for the tips 😉. Going back to work-life balance, how does your workday look? Do you work continuously for 8 hours, or do you have rituals during the day that help clear your mind?

KAMIL: I’ve set a standard workday from 8:00 AM to 4:00 PM. When I sit down in the morning at 8:00, I work continuously until 12:00 or 12:30. Then, I take a half-hour break and return to work. I simply divide my day into two blocks. This solution works best for me.

MATEUSZ: Kamil, how do you develop your hobbies? What do you spend most of your free time on?

KAMIL: On one hand, my passion is marketing and social media, so you could say that I’m still working after hours. But I prefer to see it as learning new things that will benefit me in my job. Another way I unwind and reset is through makeup. Watching others do it and experimenting with it myself.

MATEUSZ: Are you saying you do makeup for others or for yourself?

KAMIL: I’ve done makeup for others a few times, but now I mostly focus on myself (laughs).

MATEUSZ: Tell me, what kind of destinations do you choose for your vacations, and where have you been recently?

KAMIL: I choose various travel destinations, depending on what comes to mind or what my friends suggest.

MATEUSZ: Okay, do you prefer several short vacations or one long one?

KAMIL: Generally, I prefer several short vacations, although this year, I have one longer trip planned.

MATEUSZ: Where are you going this year?

KAMIL: I’m going to the Philippines 😊.

MATEUSZ: Awesome! Finally, what would you say to yourself from 2005?

KAMIL: I would definitely tell myself not to meet others’ expectations and not to try to fit into society. Now I know that this is a huge advantage, but for a long time, I saw not fitting in as a flaw.

MATEUSZ: Alright, a bit of a rebel, but more emotional.

KAMIL: Definitely!