Alex Petrovic, Digital Content Officer at the University of Brighton, is the 2024 winner of the CASE Emerging Professional Award for Marketing and Communications. Alex was selected in recognition of his exceptional digital skills, and his determination to hone his craft and deliver high-quality marketing campaigns.

In his letter of nomination, Russell Spink, Deputy Director of Communications & Engagement at the University of Brighton, praised Alex as a collaborative, supportive and inclusive team member, stating that Alex ‘exemplified the core values of our institution, embodying professional excellence’.

Alex’s line manager, Michelle Cruickshank, Alumni Engagement Manager, commended his understanding of target audiences and channel algorithms, which has opened up opportunities to collaborate with other colleagues across the University.

We caught up with Alex to find out more about his professional journey and his reaction to his award.

Tell us more about your personal background and how you came to work for the University of Brighton.

I’m a born and bred ‘Brightonian’, and a proud alumnus of the University of Brighton. I’m actually a second-generation alum as both my parents and my sister also attended the university.

In my personal life, I’ve always been passionate about digital content and communications, as well as supporting communities. For example, I've previously organised comedy gigs in aid of national and local charities including Rockinghorse and St Barnabas Hospice, creating all the social content for promotion, as well as managing the events.

Following redundancy in 2022, I pursued a new career direction by taking a marketing apprenticeship at the University of Brighton and have recently been promoted to Digital Content Officer within the Philanthropy and Alumni Engagement team.

I love how varied my role is. It can include creating and scheduling social media posts, email marketing, graphic design, videography, blog writing and updating the website.

As part of Brighton’s alumni engagement campaign, The Brighton Effect, I have promoted stories from ambassadors who shared how their time at Brighton shaped their careers and impacted their lives more broadly. I’m grateful that I get to celebrate and amplify the achievements of our alumni with our wider community and inspire the next generation!

‘The Brighton Effect’ won a bronze CASE Circle of Excellence Award earlier this year. How did your role contribute to the campaign?

I developed the social media strategy which included writing ambassador profiles and providing them with a digital toolkit for self-promotion, so they could contribute to the ongoing story of growth, creativity and impact.

The campaign saw great results, including post impressions doubling on most of our social channels, a 30% growth in followers on two of our platforms and an increase of 25% in blog views.

I was especially proud of these results. I found myself reflecting on my progression over the past three years, which I could not have done without the support of the University.

What did being nominated for the emerging professional award mean to you?

It meant the world! I respect the two people who nominated me so highly, so to receive this recognition from them was amazing.

I was nominated partly because of how I took on additional responsibility during a challenging time for our team. It made me feel that I had made the role my own and that I had made an impact.

I’m passionate about what I do and to receive such esteemed recognition from CASE Europe is something I will never forget.

You were presented with the award during the CASE Europe Annual Conference, how was your first experience of the conference?

I loved it–everyone was so welcoming. It was great to connect with so many like-minded individuals with similar target audiences. I believe it is important to never stop learning, to keep progressing and gain new perspectives and ideas.

What are your future aspirations?

There’s so much I want to achieve in my current role. I look forward to continuing the important work of The Brighton Effect.

Winning this award and receiving such esteemed recognition from CASE has inspired me to keep pushing and learning - I can’t wait to see what the future holds in my career!

The CASE Emerging Professional Award for Marketing and Communications is named in memory of Martin Bojam, who dedicated himself to mentoring and elevating others within the communications and marketing field.