My name is Ellen and I am a third year Communication Science student at University of Amsterdam. From the end of March until the end of July I have had the opportunity to intern at Inner Circle, a Dutch technology scaleup based in Amsterdam. Inner Circle is a dating platform that focuses on connecting people through shared interests and lifestyles, and by having a thorough screening process for all users, the app differentiates itself from other dating platforms. As a Digital Marketing intern, I was part of the Digital team, with my primary responsibilities being campaign management, monthly reports, and daily data checks, focused on the Brazilian and Dutch markets and occasionally assisting the Mexico team. The company’s unique approach and close-knit work environment made my internship experience both fun and enriching!
On a typical workday, I started by checking the key performance indicators (KPIs) such as click-to-install ratios, and conversion rates from installs to approved members. Each morning, the digital team had a daily start meeting where I would report on my insights on the KPI’s as well as share what my workday will consist of, whether it be working on reports or attending multiple meetings. After this I usually continued by boosting content on social media platforms like TikTok, Instagram, and Facebook and monitored the performance of these boosts and reported on their metrics daily and in more thorough monthly reports.
My role also required me to monitor and analyze campaign performance and user analytics. I tracked daily app activity per region, registrations and overall marketing spend. These insights were very important for keeping track of our paid campaigns’ performance and ensuring we were meeting our objectives of user acquisition, brand awareness, and user retention. One of the most exciting aspects of my internship was working on App Store Optimization (ASO) during Inner Circle’s rebranding phase. I conducted monthly competitor performance reports in ASO and presented these findings to the digital team (and got to share the findings with the whole company!) which was one of my favourite parts of my position. Tools like AppTweak and App Store Connect became some of my favourites, and I now know that I have a passion for ASO, thanks to my coworkers who taught me so much about it. I also gained hands-on experience with Meta Ads Manager, TikTok Business, and Google Ads, which are essential for Inner Circle’s digital marketing efforts, and working with these platforms has been a significant boost to my practical skill set.
The company’s small, tight-knit team allowed me to engage in various projects beyond my digital marketing duties. One experience that I thoroughly enjoyed was collaborating with the Netherlands Marketing team for a photoshoot for the rebrand as this project was a refreshing change from my usual tasks and gave me insight into the creative side of marketing.
My internship at Inner Circle confirmed my passion for digital marketing and the data-driven side within the communication science field. The practical experience I gained is something that university courses could not provide, and I find that internships like this are essential for bridging the gap between theoretical knowledge and real-world application. My time at Inner Circle has been a wonderful experience and a learning journey that equipped me with practical skills, industry knowledge, and a professional network.