• The ECC Questionnaire

Christine Hung, Digital Marketing Manager, Random House Children’s Books | November 18, 2011

CHRISTINE HUNG, digital marketing manager, Random House Children’s Books

What was your first job in children’s publishing? How did you come to publishing/digital?  
My first job in children’s publishing is my current position, actually! I started out in editorial over at Avalon Books and then moved into corporate online marketing here at Random House.

How long have you worked at Random House? 
I’ve worked at Random House for four years: two in corporate and two in Children’s.

What was the first digital campaign you worked on? 
The first big digital campaign I worked on at Random House was in corporate, for Confessions of a Shopaholic. It was a big Google and Facebook campaign with multiple ad variations and ad groups that I wrote myself. I was pretty excited to be working on a book that I had read for my very first campaign!

How did you make the transition from the assistant level to the level of Manager? Can you share a piece of knowledge you wished you had known while making that transition?
I was promoted from assistant to associate in corporate, then when I saw the job opening here in Children’s for an associate marketing manager, I jumped at the opportunity to move into the division I’m the most passionate about. I was promoted to manager this year. I don’t know if there’s anything I wish I had known but the advice I would give to anyone else who wants to advance is to always take on more than your job description and be enthusiastic about it.

Can you describe your typical day?
I don’t really have a typical day! In digital, I’m able to dip my fingers in many different pots. One day I could be editing a video, the next I could be thinking up a new marketing tagline for a book. Generally, I’m looking over the ad campaigns that I oversee and making sure that they are performing well but again, every day is different.

What do you think is the most important aspect of your job?
Marketing is all about connecting readers with books that they will love.

What’s the best piece of advice you ever received?
My first supervisor was all about the networking and I am really grateful to her for encouraging me to reach out to people in different divisions when I was first starting out. It’s all about who you know, right? Being known by the digital marketers at Random House definitely helped me get my job in Children’s.

What skills do you think are indispensable to working in the digital world?
It doesn’t hurt to be someone who keeps on top of digital trends and is on every social network. As far as technical skills go, learning HTML and CSS, as well as Photoshop, from a younger age has been really helpful to me in my professional life. I’m not saying it’s required to know these things but to at least be familiar with more technical terms is a huge bonus.

Digital is constantly evolving. How do you stay ahead of the curve?
Google Reader! I subscribe to a ton of tech/digital media blogs including Tech Crunch, Galleycat, O’Reilly, and the 37 Signals blog. Plus being on Facebook, Google +, and Twitter doesn’t hurt either; I follow leaders in the digital space to keep abreast of new trends and companies.

What is one of the worst (it doesn’t have to be the worst) mistake you made? How did you get beyond it?
I don’t think anyone is perfect; I make mistakes all the time. Luckily none of my mistakes have been catastrophically huge! I’d say the best way to move on is just remembering that the past is in the past and you can’t do anything about it, so look at the future and figure out how you can prevent anything like that from happening again.

Any funny, interesting, surprising anecdotes (about your own experience or publishing in general) you want to share?
You know that old saying, “Don’t judge a book by its cover?” Well, you should also never think you know exactly who would love a certain type of book.

I was working at Chicago Comic Con and a guy approached the table and picked up a Tamora Pierce book (she writes stories with strong female heroines). I automatically assumed he had picked it up for his girlfriend, who was next to him, and asked the girl what her favorite Tamora Pierce book was. She then turned and introduced me to the true Tammy fan: her boyfriend! I was pleasantly surprised and now I try not to stereotype readers!

What is your favorite word?
This is a trick question, right? I love all of them!

What is your favorite industry-related website or blog?
That’s a tough one. I’d say Galleycat.

What are you reading now? Or what was the last book you really enjoyed?
I’m currently reading Little Lies, the sequel to one of our books that came out this year, Amen, L.A. The last book I really enjoyed (yes I’m going to answer both because obviously I love talking about books) was Is Everyone Hanging Out Without Me?

Recent years have seen a rise in picture-book biographies. Were your life ever to be chronicled in such a way-and don’t be modest, now-who would you choose to illustrate it?
Wow, what an unexpected honor! If that were the case, I’d love for James Jean to illustrate it-he does a gorgeous job with the Fables covers and I’m pretty sure he’d add just the right touch of strangeness. Because let’s face it, life can be pretty surreal sometimes.