In celebration of World Storytelling Day, we sat down with Theo Daffurn, Head of Paid Social Media, to hear his story. Read on to discover how his journey with Route began over eight years ago – and what he’s learned along the way.
What inspired you to join Route?
I joined Route almost by accident, but it turned out to be one of the best decisions I’ve made. At the time, I was running my esports organisation, which was all about branding, advertising, and sponsorships. When the opportunity to work with Ben and Darren came up, it felt like a natural next step. Their expertise and vision were inspiring, and I was excited to jump into the marketing world with such a talented team.
How has your role grown and changed since you first joined?
When I started at Route, I was freelancing and trying my hand at everything – digital display, radio advertising, social campaigns, you name it. Over time, though, it became clear that social media was where I thrived. It was where my experience and passion aligned, and it’s been amazing to see how much I’ve grown in this space. Helping small clients grow into medium and large businesses, especially in the e-commerce space, has been incredibly rewarding. The path to becoming Route’s Head of Social Media and the opportunity to lead Route’s social media and training has been a fulfilling journey.
What skill or lesson have you learned that has had the biggest impact on you?
One of the biggest lessons I’ve learned is the importance of speed and accuracy. In marketing, clients don’t just want another agency – they want high-level expertise delivered at speed. I’ve honed the ability to execute complex media plans quickly without compromising quality. It’s a skill I picked up from my time in the competitive environments of football and esports, where performance under pressure is everything.
What’s your favourite thing about the culture at Route?
Without a doubt, it’s the people. Ben and Darren have built a team of curious, collaborative, and talented individuals who genuinely want to learn from each other. What I love most is the shared understanding that we’re stronger together. Whether it’s suggesting ideas or refining media plans, input from every department makes our work better. It’s not just about doing your job – it’s about growing together as a team and understanding how each platform contributes to the marketing mix.
If you could give advice to someone just starting in the industry, what would it be?
Be curious and never stop learning. Dive into YouTube, podcasts, blogs – whatever sparks your interest. Pay attention to the details and question everything – small insights can make or break a campaign. Most importantly, bring your authentic self to the table.
In an industry full of similar ideas, your unique perspective is what will set you apart.
