Graduate Spotlight: Charly Richards, Associate Brand Manager at Jude’s Ice Cream

For Marketing and Digital Communications MA (Online) graduate Charly Richards, her dedication to learning shapes everything she does. Following her undergraduate studies in photography, she considered an array of creative roles before realising it was in marketing that her interests and passions coalesced.  

Determined to break into the industry, she started out in a junior marketing role in 2022 before deciding to join Falmouth’s online Marketing and Digital Communications MA community. Fast-forward to today, and she’s now Associate Brand Manager at Jude’s Ice Cream, a beloved and B Corp certified ice cream brand.  

We chatted to Charly about her creative approach, her role at Jude’s and how completing the MA helped her to galvanise her strategic marketing know-how.  

Can you tell us a bit about yourself and your professional/creative background? 

I started out studying photography and was published in The Portrait of Britain 2020 as well as exhibiting my work in the Midlands, the Southwest, and even in Greece. But as I approached my final year, and began to seriously consider my next steps, I realised I wanted to pursue a career in marketing; I’ve always been passionate about storytelling, branding, design, and psychology, and so it seemed the perfect fit. 

Looking to build my skills beyond photography, I completed a Google qualification in digital marketing, took a coding course with Code First Girls (which I highly recommend), and volunteered as design and marketing lead for two student-led exhibitions. After graduating from my photography degree, I applied for over 50 jobs, and eventually, one company took a chance on me – all you need is one opportunity! I started as a Marketing Assistant at PBS4, an amazing non-profit supporting individuals with learning disabilities. I managed all social channels and had the privilege of sharing powerful stories to raise awareness. 

The course really encouraged critical thinking about the present and future of marketing, as well as the ethical and legal considerations, which I found invaluable.

What made you decide to do Falmouth’s online marketing master’s? 

Wanting to deepen my expertise, I decided to join the online Marketing and Digital Communications MA at Falmouth to strengthen my knowledge and gain a qualification to support my career growth. Shortly after, I came across an opening at Jude’s Ice Cream and the rest is history! 

I chose Falmouth because of its strong reputation as a leading arts university. The course also offered CIM certification and welcomed students from non-business backgrounds, which was a huge bonus for me. 

What was the most valuable thing you learned on the course? 

The most valuable takeaway for me was not only learning the foundations of marketing but also applying it through essays, presentations, pitch decks, reports, and creative campaigns. The course really encouraged critical thinking about the present and future of marketing, as well as the ethical and legal considerations, which I found invaluable. The lecturers were incredibly supportive too, always available to chat and willing to help with any questions or challenges.  

How did you find studying online? 

It took some getting used to, but I loved the flexibility that studying online offered. Given that I was working full time alongside the course, I don't think I could have studied any other way. I was able to listen to lectures and communicate with my cohort when it suited me, usually setting aside a study day on the weekend. The interim deadlines also helped keep me motivated and on track. 

Knowledge is power, and even though I’ve completed my studies, I still make it a point to stay informed about the latest marketing trends and continue seeking out new skills.

Can you tell us about your current role as Associate Brand Manager at Jude's, and how you have risen through the ranks there? 

I started as Brand Marketing Assistant in 2023 and have since progressed to Associate Brand Manager. I have learnt a huge amount from the entire Jude’s team, and they have always encouraged me at every step.  

My role as Associate Brand Manager is incredibly varied and creative! One of the most exciting elements is my involvement with our brand partnerships, including those with Battersea and summer campaigns such as our 2024 clothing collection with FatFace. I also oversee our social media channels, email marketing, web development, point of sale materials, competitions and photography. My favourite part is being involved in the packaging process and collaboratively developing the brand. 

What advice would you give to aspiring marketeers looking to get into a competitive industry? 

My advice would be to take every opportunity to learn and grow. Knowledge is power, and even though I’ve completed my studies, I still make it a point to stay informed about the latest marketing trends and continue seeking out new skills. It’s also beneficial to have a niche or edge that sets you apart. For me, my photography background was once something I thought might hold me back, but now I see it as one of my greatest strengths; it's something unique I can bring to the table. Lastly, don’t let rejection hold you back. Always shoot your shot, because you never know where it might lead. If I had let imposter syndrome stop me, I might never have applied to Jude’s in the first place! 

What are your ambitions for the future?  

My ambition is to build my confidence in the marketing mix, keep expanding my skillset and eventually progress into a Head of Marketing role. More importantly, I want to stay creatively driven and make a meaningful impact, whether that’s through mentoring, speaking at events, or contributing to community projects. 

Want to follow in Charly’s footsteps? Explore Marketing and Digital Communications MA (Online)