Chapter 3: Description of the tasks and activities
Overall feeling: I started on Jan 6th - the start of the new quarter/ new year. As the new year begins, I feel a sense of freshness and renewal. After the long vacation, the team is back to work, re-energized and ready to tackle new challenges. Now, it's all about getting into the flow and adapting to the team's working style.
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Task names
Description
Task and time spent
Stakeholder involved
Outcome
Complexity & Autonomy
Knowledge/ Tool applied
Initial tasks to get to know the overview of the team’s responsibility (1st week)
Instapage (landing page platform) Training & Landing Page Updates
- This task was essential to ensure consistency across all published landing pages on Instapage by updating the footer and making minor content adjustments. Additionally, it served as an opportunity to familiarize myself with the platform, the different landing pages, IDEXX branding style, content, and overall purpose.
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- I worked on updating the footers of all published landing pages for LPD within Instapage, ensuring consistency in design and information. I also made small changes, such as updating data/content where needed as requested. Throughout the process, I reviewed each landing page to understand its layout, content, and objectives.
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- I spent 2 days both making the necessary updates and getting familiar with the platform and landing pages.
Angel (Marketing Associate) who directly trained me how to use Instapage and gave me task, Danuta (Alertys Milk Pregnancy Tests Specialist and Key Account Manager EMEA) who requested some changes on specific landing pages
All pages (more than 50 pages) were adjusted with the footer from year 2024 to year 2025 and I myself got to know all landing pages we have in the LPD segment.
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Final product example (The footer): https://www.milkpregnancytest.uk/
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Some content updates have been requested and I was the point-of-contact and managed all landing pages
Complexity: 3/5
It is not so complex for me when it comes to use Instapage since I get used to using Wix.com, Wordpress when having projects at HAN. However, I was still struggling for the first time trying the Instapage after 30-minute training from Angel with basic features! When I explored more about Instapage (creating a form, adding maps…), I managed to watch tutorials and got along with the tool.
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Autonomy: 5/5
Angel gave me time to explore the platform and manage the task myself and I was confident and happy to do it as the first task in my 3rd day at work!
Designing, aligning the style of the page with company’s new branding, creating content on landing pages, Instapage
Event list management
- The event list needed to be updated and migrated from SharePoint to Monday.com (project management tool), to improve organization and accessibility. This update ensures that all event details are up to date and easily trackable.
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- I transferred the event list from SharePoint to Monday.com, ensuring accuracy and proper formatting. During the process, I reviewed all events scheduled throughout the year, gaining a clear understanding of their timeline and details.
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- Approximately 1 day, including both data migration and reviewing the events.
Marta (Marketing Associate) who is responsible for event management EMEA
The event list on Monday.com is more concise and easier to track. The SharePoint version is more likely to be used to share internally about the overview of all events that LPD segment will have this year and Monday.com version is the management tool to track the progress of each event preparation (around 40 events for EMEA). Marta and I always update what event is in preparation via Monday.com.
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Complexity: 5/5
At first, it took me time to understand all events’ names since they are all shortened from their actual name. I spent time researching to make sure I understand some core events. This is the first time I worked with Monday.com so it was interesting yet challenging to get along with it. I also watched tutorials on how to use Monday.com 😊
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Autonomy: 5/5
Marta also left the task to me after explaining what I needed to do. I was proactive in getting to know all necessary events and arranging them in a good order on Monday.com list. I was also proactive in investigating some folders on Sharepoint with 2024 event preparation files to make myself get along with the flow of how to prepare an event from Marketing perspective. As I remember, it was the 2nd task!
Investigating the events, Monday.com,
Sharepoint
Price list
update
- The price list needed to be updated to reflect the latest pricing and ensure accuracy across all relevant documents. This update was also an opportunity to familiarize myself with the LPD product portfolio.
- I updated the new price list, ensuring all product prices were correctly reflected (7 versions for 7 languages). In the process, I reviewed the entire LPD product portfolio, gaining a better understanding of the available products and their pricing structure.
- I spent 1 one day updating the list and reviewing the product portfolio.
Matthijs (company coach), Chandra (Project Manager) and Petra (Sales Supervisor), Matthijs directly assigned the task
I updated the new price list for LPD product portfolio. After that, Matthijs sent the updated versions to Sales team for review and the agency to design them.
Complexity: 4.5/5
It’s complex since it requires me to be careful in making the new list for 2025 in which some products are new in some countries but not available in some other countries anymore. Also, I need to be careful when copy the right product codes and new prices from the master excel sheet (which is too heavy with lot of other information), then paste them in my new excel sheet.
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Autonomy: 4.5/5
I did it all in one day and then ask Matthijs to review the next day. Since it was a quite urgent task, I managed to perform it as quickly as possible with the best performance and least mistakes. In the end, it was good with few mistakes reviewed by Matthijs and I fixed them in time. Matthijs was responsible for sending the updated version to Sales team, but I was cc in the email till the final design of the new price list was done!
Excel, paying attention to details, and numbers, getting to know the product portfolio
From week 2 to week 8
Landing page management
- I have been responsible for creating new landing pages and rebranding existing landing pages because some pages are active but still in the old branding style. Also, I updated content when necessary/ as requested:
(1) Set up a new landing page with a registration form for the IDEXX facility tour event in Bern.
(2) Rebranded the landing page for the Progressive Genetics (PG) Milk Pregnancy campaign according to new IDEXX brand guidelines.
(3) Created a landing page for the Serbia PCR Workshop 2025, integrating the registration form with Mailchimp for automatic confirmation emails and guest communication.
(4) Rebranded the Alertys Milk Pregnancy German website on Wix.com.
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- Whenever I have the request, I will try to complete it asap!
(1) Kristina (Marketing Specialist), Silke (Professional Services Veterinarian Swine EMEA), Marta
(2) Angel, Danuta, James (Head of Marketing of Progressive Genetics - the partner of IDEXX)
(3) Angel, Marta and Artur (LPD Area Sales Manager Central & Eastern Europe)
(4) Angel
All the final products are made by me which are reviewed and approved by all stakeholders involved.
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Complexity: 4/5
These tasks were more complicated than the 1st task related to Instapage with Angel. It required me to know where to find branded IDEXX photos, know about IDEXX new brand guidelines, use of colors/ photos aligning the landing pages/ website with the look and feel of IDEXX brand! The landing pages related to events may seem straightfoward but involves surprising level of complexity - from page structure and branding to the event agenda, the registration form, contact details and CTAs - all of them should be carefully crafted.
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Autonomy: 4.5/5
When receiving each task, I always asked for clarification for what exactly the purpose of the page/ content included. Then I performed the task on my own, including finding the photos, looking at some IDEXX pages examples, arranging the landing pages/ websites, asking for review, and amending them if necessary! When there was something going wrong with Instapage/ Mailchimp which both my colleagues and I couldn’t find solution, I took initiatives to ask the Customer support of Instapage/ Mailchimp to get solutions and it was effective.
Designing, Instapage, Mailchimp, Wix.com
Visual creation
(1) Event promotion and engagement: I created visuals and banners for events: UK Tech Dairy, Serbia PCR Workshop 2025, and Stendaler Symposium (in Germany) → increase awareness, attract attendees, and ensure clear communication.
(2) Marketing and customer communication: I designed email banners, social media visuals, adverts in the conference proceedings and flyers (e.g., Moo Madness program, Poultry Academy banner) → enhance marketing efforts and strengthens brand presence across multiple channels.
(3) Streamlining registration & communication: I set up landing pages with registration forms (e.g., IDEXX facility tour event in Bern, Serbia PCR Workshop 2025) and integrating them with Mailchimp → ensure efficiently automatic event sign-ups and follow-up communication.
→ Each task contributes to improving brand visibility, audience engagement, and seamless communication across platforms.
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- Usually, it takes me 1-2 days to complete all requests (including creating the draft, getting feedback and finalizing the product)
(1) Angel, Danuta, Artur, Finona (LPD Sales Lead - Swine)
(2) Angel, Ashley (Marketing Specialist in US team)
(3) Marta, Kristina, Artur
Complexity: 4/5
Creating visuals is fine by me, but sometimes
I struggled with the idea of where to put what so I usually created more than 3 versions of each visual and asked Angel to help me choose/ tell me her opinions. The complexity lies in the integration of Instapage and Mailchimp - the two new tools to me. There are always problems in the tools themselves and I managed to talk to their customer support staff to fix the problem in the end!
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Autonomy: 5/5
I was autonomously performing each task and confident to complete them as well/ quickly as possible since I know where to find what and company’s style.
Canva, InDesign, Mailchimp. I got to know new tools (Mailchimp) in advanced levels where it not only required me to send regular mail/ newsletter to customers but also create a journey/ automation to send several emails to the registered customers via landing pages as set up!
Communication with external agency and Event materials management
- To ensure smooth event preparations and maintain brand consistency by managing merchandise, shipments, and design requests with external partners.
(1) I visited Groen, the print company storing IDEXX LPD merchandise, to review available event materials.
(2) I coordinated shipments with Groen, ensuring all marketing materials (Flyers, Goodies, Banners, etc) were sent as requested for events.
(3) I communicated with Katja from Firm - the creative agency to create banners, flyers, and request rebranded icons as needed.
(4) I communicated with Marcel from A&Q Business Gift to order the IDEXX napkin - a new proposed material
(5) I communicated with MarCom team in the US via Workfront (a new tool to me) to request to change some content on the official IDEXX Livestock Distributors information website that MarCom team manage. The Aea Managers reach out to me whenever there are some changes in the information of the distributors, and I will manage to contact MarCom to fix.
- All tasks were completed quickly and efficiently, ensuring timely event preparations and seamless coordination with external partners.
1) Marta, Karen (representative of Groen, who works closely with my team)
(2) Karen
(3) Angel, Danuta, Katja
(4) Marta, Marcel
(5) MarCom team in the US
Ensure that all communication is clear and the final products are well delivered.
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and Appendix 14
Complexity: 5/5
The complexity lies in the way I need to communicate concisely, adequately and clearly to Karen and Katja what our team needs. I consider myself as being wordy so these tasks helped me improve my communication skill so much!
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Autonomy: 5/5
Angel and Marta gave me all rights to manage these tasks by myself and cc them in the email!
Communication skills
Event management
- To support event preparation by managing materials, tracking registrations, and staying informed about event logistics through regular meetings.
(1) I adjusted the MASTER excel template
(2) I made the Goodies and Materials Request Form to ensure all necessary items were available for events.
(3) ESPHM (The event about Swine): I tracked internal member registrations (IDEXX representatives), completed their event website registrations, and participated in regular meetings to stay updated on event management and preparation.
(4) Alertys & MilQ-ID User Event: I attended regular meetings to understand event planning and took notes in the master file for documentation and follow-ups, researched the hotel and activities to complete the agenda, managed the communication to participants.
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- All tasks required me to take part in the regular meetings to prepare. After each meeting, I took note and understood what task I needed to perform and complete them immediately!
Marta and Angel are the ones I contacted most for the review, there are also some Area Managers in the meeting for events who also need support from me for the communication materials (LinkedIn post) but Angel will review them!
(1) The MASTER file was used in every regular event preparation meeting to take note and keep track with the process.
(2) The form was available for all event organizer to fill in.
(3) I managed it well
(4) Ongoing project!
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Complexity: 5/5
It’s a journey for me to get to know the whole process of preparing and organizing an event with the scope of 300 to 1000 people. I’m still in learning process but feel excited and interested already with all tasks so far (managing the communication, invoices, etc).
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Autonomy: 4.5/5
I need to be proactive in keeping track on with all preparation/ support if the team needs from me (communicating with IDEXX representatives to see how many people will confirm to come to the event so that we will book the hotel, etc). Also, I take notes during every meeting and manage the MASTER excel sheet with all updates!
Excel skills to build a template to track the progress of event preparation, management and communication skills to coordinate the preparation effectively.
Product marketing post-communication
Feedback form on SurveyMonkey: Creating, sending out, collecting and analyzing result of the product: (1) RealPCR PRRSV-1/PRRSV-2 Multiplex RNA test,
(2) Serology education
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- I spent half day completing the survey, ask for feedback and send out. When having the result, I combined and reported to Kristina, Silke and Dairo.
(1) Silke (Professional Services Veterinarian Swine EMEA) and Kristina
(2) Kristina, Marta and Dairo (Poultry Specialist EMEA)
Two surveys were set up and sent out by me. The analysis was prepared and shared with the team to review.
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Complexity: 3/5
It was the first time that I worked with SurveyMonkey professionally even though I’ve known about this tool. It was complex at first when I navigated some features of SurveyMonkey (the theme, some kinds of questions etc). In the end, I managed to create a nice survey!
Autonomy: 5/5
Silke and Kristina explained the task to me, and I performed it on my own with their high satisfaction with both the design of survey and the result.​​
SurveyMonkey, communication, analyzing data
Other small supports
Manage the LPD portal with:
(1) The alignment of the Validation report
(2) Point of contact: Giving access to the partners as requested by each area manager
(1) Tory (LPD Product Manager)
(2) All global area managers when they need/ request any access
(1) All validation report (more than 80) have been aligned in terms of titles, part number and access.
(2) Whenever there is any request, I will response asap!
Complexity: 3/5
The complexity lies in the fact that I needed to pay attention to details to all report titles to make sure that they follow the formula. Also, I needed to give the access to the right people/ regions as guided by Tory/ requested by the area manager.
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Autonomy: 5/5
I was the point of contact for the LPD portal and I feel like I had the full responsibility and autonomy to manage the portal!
Attention to details
Communication
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Collaboration
Send the communication via Mailchimp
(1) Alertys Milk Study
(2) RealPCR Salmonella
Marta and Angel
Both emails were set up clearly and sent out successfully.
Complexity: It was complex at first when I needed to import the audience list to Mailchimp. However, I managed to import it after lots of attempts including talking with the Mailchimp customer support to figure out the problem.
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Autonomy: When I was given the task - send the communication to a specific list of audiences, I knew what I was supposed to do (design the email banner, set up the text in the Mailchimp, import the list of recipients and schedule the time). Little guidance as well as support was given by the team.
Email marketing, communications, designing, problem solving
From week 9 to week 19
Email marketing
To think about the email marketing strategy for LPD segment. This is what the Companion Animal Group (CAG) segment is doing really well so Matthijs challenged me to manage it – it can be considered as my own project where I can work from A to Z.
Matthijs, Yusi (Marketing Consultant), Jingyue (Email Deployment Lead
Global Web Team), Benoit (Digital Marketing Growth Partner, Europe and APO)
Ongoing project. What I have so far is the meeting note and my research. The project is on hold due to some internal reasons. However, I will continue this May!
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Complexity: 5/5.
The final product is developing an email marketing strategy, which requires market research, audience segmentation, and performance analysis. The LPD segment differs from CAG, demanding industry-specific knowledge and tailored messaging. Execution involves automation, A/B testing, and continuous optimization.
Autonomy: 4.5/5
I own the project from strategy to execution with decision-making power. There's room for innovation, allowing me to shape the best approach for LPD.
Email segmentation, automation, and performance tracking.
Competitive analysis, targeted messaging, and campaign optimization.
Canva, Adobe Suite for visuals and copy creation
Event management
(1) Stendaler Symposium (in March) in Germany: Arrange the shipment of marketing materials and manage the communication to the customers. Combine all marketing materials in one folder in Sharepoint to restore when the event successfully happened.
(2) Alertys & MilQ-ID User Meeting (in September): Manage the landing page with the registration form, research the hotel and activities to complete the agenda
(3) ESPHM: Brainstorm the theme and propose some goodies ideas, payment process for tradeshow tickets
(4) Commercial Summit (internal event for LPD team): Manage the shipment of decoration, coordinate the communication about the event’s activities (Yoga registration form) to participants
(5) Serbia PCR workshop: Design invite card, ISC flyer, and coordinate the communication to participants
(6) ISWALVD event in US: Kick-off meeting, taking note, manage the registration, manage the insurance and coordinate the internal communication among key stakeholders
(1) Angel, Marta, Christoph (Medical Affair Manager), Fiona, and Elke (Professional Services Veterinarian)
(2) Angel, Marta and Danuta
(3) Kristina, Marta and Silke
(4) Marta
(5) Artur, Srdjan (the external collaborator of the event), Angel and Marta
(6) Marta, me and other 2 Area Managers in the US
Complexity: 3.5/5
The Stendaler Symposium involves medium complexity due to the coordination of shipments and customer communication. The Alertys & MilQ-ID User Meeting is highly complex, requiring web management, hotel and activity research, and agenda planning. The ESPHM task is low to medium in complexity, focusing mainly on brainstorming ideas. The Commercial Summit and Serbia PCR workshop carry medium complexity, with logistics and coordination of internal/ external communications. When it comes to ISWALVD, Marta and I needed to be responsible for managing this US event due to the sudden leave of a US colleague. It was challenging to manage a US event compared to an EMEA event.
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Autonomy: 4/5
The Stendaler Symposium requires a high level of autonomy, as tasks are carried out independently. The Alertys & MilQ-ID User Meeting also demands high autonomy, involving proactive decision-making and planning. The ESPHM task requires a moderate level of autonomy, as it involves idea generation that may need team input. The Commercial Summit and Serbia PCR workshop call for medium to high autonomy, with the need to independently manage coordination and communication across teams. ISWALVD gives me the chance to skill up myself in event management when Marta gave me the room to lead the preparation meeting with the US team.
Project management
Event planning
Logistics coordination
Digital communication
Customer communication
Web management
Research
Visual creation
(1) Infographic/ Summary sheet about NPS score: Visualize the data from the survey result to spread internally and externally
(2) LinkedIn post for PCR campaign: Create the GIF
(3) IPC IAC campaign: create the cheat sheet, LinkedIn post and email banner
(4) South Africa event (Poultry): Create the roll-up banners
(5) ELISA training in Bern: Create the invite card with the registration form
(6) Mic qPCR Cycler sell sheet: Adjusted as Pinar requested
(1) In collaboration with Yusi (Marketing specialist) and Matthijs
(2) Angel, Pierre (LPD Sales Lead in France)
(3) Angel, Vanessa (LPD Sales Lead in Finland)
(4) Paul (Regional Sales Manager LPD South Africa) and Dairo (Poultry Specialist EMEA)
(5) Fiona and Angel
Complexity: 5/5
These five tasks demonstrate a range of medium to low complexity, involving both analytical and creative execution - from visualizing survey data for the NPS infographic, to designing animated content for LinkedIn, and developing multi-format materials for the IPC IAC campaign, creating the roll-up banner (100cm x 200cm) to A4 digital invitation card with the registration form (created in Microsoft form) for the ELISA training in Bern. The sell sheet was complicated because it already had the layout and Pinar asked me to add some elements, which was more difficult than making a new one, because very new piece of content must fit seamlessly within the existing structure without disrupting the user experience, branding consistency, or visual hierarchy.
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Autonomy: 5/5
A high level of autonomy was required overall, particularly in managing the visual and content creation independently, while aligning with brand and campaign goals.
Data visualization, graphic design, animation, content creation, marketing communication, social media strategy, and multi-channel coordination.
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Canva
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InDesign
Manage the project
(1) Design the roll-up banners (General Animal and Technical) for welcoming the guests to visit IDEXX, request the printing with vendor, process the payment, check the quality and approve in the end
(2) Manage to communicate with external agency to design the LED fabric for Alertys events, with printing company to print and approve the invoice
(3) Design the IDEXX napkin, communicate with manufacturing company, order and process payment
(4) Work with Area Sales Managers across EMEA regions to ship the PRRS PCR box for the upcoming events about Swine
(5) Researching, brainstorming and proposing IDEXX LPD merchandises
(6) Manage the communication with the DIVIN (vendor) to order the Alertys socks, and process the payment
Marta gave the task to me and I managed and keep her updated
Well managed
Complexity: 5/5
These tasks involve medium complexity, as they require both creative design work and coordination with external vendors. The roll-up banner design requires creating visuals, managing the printing process, and ensuring approval, which involves a moderate level of logistical coordination. The fabric design task demands communication with both an external agency and a printing company, alongside invoice management, adding an element of project oversight. The IDEXX napkin design involves creative work, managing communications with a manufacturing company, and handling ordering and payment processing. Communicating with Area Sales Managers was complicated when some of them were on vacation, some didn't reply/ fill in the form about the number of the boxes they wanted. Therefore, I needed to take decision in time to send the reminder and reach out to them in Teams. Regarding the IDEXX LPD merchandises, it was complex in the way that creativity and practicality needs to be aligned. In other word, I've thought of many ideas of new goodies but need to make sure they are practical and suitable for the team. Moreover, the Alertys socks order required me to independently decide on the quantity/ design and make sure they would be delivered in time!
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Autonomy: 5/5
The autonomy required is high, as these tasks are primarily independent, involving significant decision-making and vendor management. Skills applied include graphic design, vendor communication, project management, and order processing.
Graphic design
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Vendor communication
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Project management
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Logistics coordination
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Creative problem-solving
Translation
Coordinate the translation review among LPD team:
(1) Manage the translation review Alertys OnFarm small ruminant claim (5 languages – contact 5 IDEXX representatives)
(2) Translate the document requested by using Translation tool – SmartCat
(1) Cliff Young (Global LPD Portfolio (PMO) and Bovine Product Management) who gave me the project
(2) Silke/ Marta who gave me the project
All translation reviews were managed well by me!
Complexity: 4/5
The complexity is that I need to keep track/ follow up with 5 people to make sure the translation was reviewed in time. I was clear in the message about the deadline!
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Autonomy: 5/5
I managed it with little guidance from Cliff and sent him back the reviewed version in time.
Translation, Communication
Other support
Don’t hesitate the contact with differently cultural colleagues/ external vendors:
(1) Contact Sonja (Administrative Associate Sr - IDEXX Bern) in Switzerland to arrange the banners for welcoming visitors
(2) Contact Paul (Regional Manager) in South Africa to confirm about the banner design (PCR Poultry and Poultry)
(3) Contact different vendors Appendix 6 and Appendix 14
(1)Sonja (Administrative Associate)
(2) Paul (Regional Sales Manager LPD - South Africa)
Effective communication is the key to all successful projects.
Complexity: 4/5
I was struggling a bit to adjust the tone of voice when communicating with different people from different backgrounds. In the end, everything was good!
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Autonomy: 5/5
Yes the autonomy was high because it was me who managed to communicate to different people with different purposes. In addition, I also ask to manage the tasks when Angel or Marta is out of office - such as working with the Sales managers and partners to send them the Marketing materials they need!
Communication