Question Time With… Cecilia Dominici

— Cecilia Dominici, Digital Strategy and Content Director 

WE is home to many inspirational and knowledgeable communications professionals, with numerous years of experience to share. We created our Question Time series so that everyone can get to know the senior members of the WE UK team.

This month, we're casting a spotlight on the UK’s newest hire: Cecilia Dominici, our Digital Strategy and Content Director.

What was your first job?

My first job was in Italy for Censis, the national social research institute. I was the content and community manager, managing forums (very old school social media). The company was conducting a project with the government to help employees in the public sector collaborate more effectively through ‘Web 2.0’.

At the time, being a content and community manager was actually quite forward-thinking. I learnt so much and it was a super interesting project to be a part of.

Why did you get into digital?

I’ve always been really interested in online user behaviour. I grew up during a time when the internet was developing, and social media was in its infancy — it was really just forums — so everyone was trying to figure out how to express themselves digitally and find that ‘sense of self’ online. Digital also provides users with a live response to things, compared to traditional advertising and comms where feedback was delayed and more difficult to obtain.

I originally did a degree in comms and journalism and then followed that up with two more degrees in digital, so I really caught the bug from an academic and research side of behavioural analytics.

What made you want to work at WE Communications?

It was a really exciting opportunity for me — I was looking for a change and I saw that the office was full of so many talented people with a really exciting mission. The enthusiasm from everyone I spoke to was amazing and you could tell that people were passionate about their jobs. That really sold it for me and made me realise that this was the place to evolve my career.

The best part of your job?

How fast it changes and how there's always something different to try. I’ve worked in the industry for almost 15 years and it’s been interesting to see how it’s evolved. It’s exciting to keep learning new things after all these years.

What helps you get up for work in the morning?

Seeing what's happening, because every day is so different. I like to see what new projects are coming up in the pipeline. I’ve been very lucky that the world of digital is so fast-moving, there is always something new to get stuck into and my days are never boring. I rarely do the same thing each day.

I’ve worked at big agencies before, but there is something about WE — we’re more agile and think differently to other agencies — that makes it an exciting place to work.

How do you relax after work?

I love trying out new restaurants — London is great for finding new places to eat. Reading books is also a great way to unwind. I think it might be the only way I can truly disconnect from the world. If you're watching a film, unless you're at the cinema, you always check your phone and aren’t fully paying attention. But if you’re reading a book and are fully immersed in the story then you can get out of your own head. Although, I do enjoy a good Netflix binge — I'm currently watching Brooklyn 99 and loving it!

What is the best book you’ve ever read?

My favourite book — it may not be the best, but it's one that has a special place in my heart — is the ‘His Dark Materials’ trilogy by Philip Pullman. If I had to choose one book from the series then it would be the first, ‘The Northern Lights’. I just love it so much!

Where is your ideal holiday destination?

Somewhere like the Nordics or Hawaii, because I love rough, volcanic landscapes. There is something really interesting about seeing raw nature. Iceland is one of my favourite places to visit — I love the cold, ironically, although I come from Italy.

What is your favourite meal?

As an Italian, I have to say pizza! Pizza is the food of the gods, and I will fight anyone who challenges that. My philosophy with pizza is that you should always get a Margherita because then you can really taste the quality of the pizza and the ingredients a restaurant uses. Also, absolutely no chicken — it does not belong on pizza (or pasta!).

I do however secretly enjoy pineapple on pizza. They’ll never allow me back into Italy after this announcement.

What is the next big digital trend?

It will be really interesting to see how ‘digital for social good’ evolves. Social platforms have lost a lot of trust recently after all the issues with data privacy, so they need to find ways to rebuild that. I believe a focus for them will be Generation Z, who are growing up and are very motivated by social change. Digital gives them the platform to amplify this message, so I predict that they will be the ones to change social media and use it for good. We are already starting to see platforms like Facebook creating ‘social good’ tools to help with fundraising and disaster relief support, so you can already begin to see a movement towards this.