How Marketers Stay Productive: Cáit Power of Element Wave

This week we feature Cáit Power, Mobile CRM Team Lead for Element Wave. Element Wave makes incredible technology that powers mobile marketing automation. Cáit’s background is in mobile marketing, journalism, and travel.

In this interview, you can read more about her work at Element Wave, favorite marketing tools, productivity tips as well as her advice for budding marketers.


Your location: Galway, West of Ireland.

Your favorite gadget: I would say my Chromecast, which was a Christmas gift a few years back from my tech-savvy folks. It transformed my old TV into a Netflix hub.

You start your day with: Coffee!

Your favorite time-saving trick: Pomodoro timer. It really helps to focus your attention and get things done. And Ifttt.com. I’m all about automation.

Your top 3 blogs you read daily: Quartz, Simon Sinek and Dan Ariely.

A picture of the view outside your window that inspires you:

The view outside Element Wave HQ


learn to prioritise according to your goals and always keep customers in mind.

Describe an average day at Element Wave?

I work in our incredible Element Wave office space in the heart of Galway City in the West of Ireland. Our office is on the top floor overlooking the docks and out to the ocean. The view is usually the first thing I notice, before getting down to business!

At Element Wave, we are working to create mobile marketing automation that works like magic. We work with our clients to create exciting app experiences that really engage and deliver value to each and every customer, using real-time tech, engaging copy and innovative approaches. We specialise in iGaming, so it’s all about real-time context and player interactions.

On a regular day, I’ll come in and check in on some of our client’s results from the previous night. It’s so insightful to see real-time progress of long-term engagement campaigns. I’ll plough through emails then get on with whatever projects are top of my to-do list. The great thing is every day is different.

Our team might have a strategy call with a client to talk about the most effective app onboarding journeys. Or, I might have a blog post or case study deadline coming up. This will mean a deep-dive in our data and a solid couple of hours of research. The mobile marketing sphere is moving so fast that flexibility and task-specific dedication really helps to get things done.

In the afternoon, our team will get together for a quick briefing. We might be working on a large-scale trade show coming up or succinctly reporting on some cool AB app marketing test we’ve just finished. This could cover anything from including an emoji to microcopy tweaks. That’s a really fun part of working in this environment; there are so many avenues to explore.

As a marketer, what are some of your favorite productivity hacks?

Top of my list has to be Google Docs. We are a very collaborative team and Google Docs is a helpful resource for this. We share content, agendas, notes and results and can all view and update at the same time. I also love the Pomodoro timer. It helps to really focus on a single task at a time. It’s especially useful when writing content.

As a person who is well-versed with online marketing/ inbound, I’m sure you rely on a few marketing tools to automate your efforts. What are the top 3-5 tools you use?

I love tools like Buffer.com. It’s straight-forward, powerful and has a nice UI.
Ifttt.com, If This Then That and Zapier are both great tools. I’m all about automation. You can set up rules to automatically complete certain tasks. I like to use it for monitoring brand mentions and social media publishing. Like so many companies, we’re a bit hooked on Slack too. It’s really convenient, has great functionality and focuses on gifs almost as much as I do!

Your company has a growing community of users. How do you use this treasure trove of customer insight to power your marketing efforts?

Our co-founders come from deeply data-driven backgrounds, which filters through to all areas of the business. This might be applying our website data to upcoming content projects, or taking a really close look at some specific app behaviours to direct future in-app campaigns. It may sound simple, but something as obvious as focusing keenly on high-odds bettors. Some players just love outside chances, with 50-1 odds. Creating campaigns around these granular level preferences leads to really cool and rewarding app experiences. We love to see this application of data in our campaigns to really drive results.

What is your strategy for getting people to your site and then converting them to a customer?

We’re looking at increasing valuable content and distribution in the form of blog posts and case studies to attract visitors. We’ve found blog posts that focus on a specific result or piece of data work well for us.
Social publishing has been hugely valuable for us too and our team has a solid focus and sees steady growth across our social channels.
For conversions, we use clear calls-to-actions, dedicated landing pages for contact and demo requests to drive visitors to become leads.

Is there any advice you’d like to give to budding marketers to help them work smart and stay productive?

Find the hacks and systems that work best for you! For example, we have a system of URL shorteners and automate reporting to monitor what’s happening on a weekly basis. We deep-dive once a week to get really in-depth information on what campaigns are generating the most revenue. We try to continually take our learnings with us. This approach works for us, it’s worth investigating what works best for you and your team. One last tip is to learn to prioritise according to your goals and always keep customers in mind.

How do teams at Element Wave have fun at work/ make work fun?

We get together for regular team days out. We recently went for an afternoon of trampolining! It was super fun. One or two of the team, (who will remain nameless) got a little bit competitive though.

How do you make use of your downtime? Any hobbies, out of work interests that rejuvenate you? Please share any images.

My downtime is spent Swing Dancing! When I’m not working or sleeping, I’m usually on a dance floor. I also help out with digital work for our local Swing Dance community.

Swing Dance (Photography by Kit Carruthers)

Galway Swing (Photography by Patrick Maguire)


A big thanks to Cáit for taking the time out to answer these questions! If you haven’t already, we highly recommend that you check out Element Wave.


The ‘How Marketers Stay Productive’ series asks marketers their tips & strategies for staying productive. Every week we’ll feature a new guest and the tricks that keep them working smart. Know someone you’d love to see featured? Email Us.