This Is What I Do: Hugo Drayton, InSkin Media

Hugo Drayton is chief executive at InSkin Media, the online video and rich media advertising platform.

Hugo Drayton, InSkin Media
Hugo Drayton, InSkin Media

What does your job involve?
InSkin is a brand new business with huge potential. My role is to lead and guide the business, work with the executives to agree direction, plan for accelerated growth, hire the best team, promote the platform and build strategic, long-term partnerships.

What qualifications and experience do you need?
As in all business, stamina, experience, good judgement, adaptability and - above all - clear communication; while in InSkin's market, an understanding of digital media and the ability to harness constant innovation to a sustainable business.

How do you spend a typical day?
Days are never the same, but usually include absorbing market information, mainly by online newsletters; high volumes of e-mail - generally the most effective communication; phone calls with clients, suppliers and partners, and internal meetings. As a start-up, we are still establishing a rhythm, with new staff arriving each week. If possible I try to grab lunch or breakfast with an industry colleague, and twice a week I will attend an industry event.

What's the best thing about your job?
The market is in constant movement and the potential is unlimited. The opportunity to create a market standard is a huge privilege.

And the worst?
I'll keep that for my book.

What keeps you awake at night?
I always sleep deeply, although I worry about Spurs and my wife's threats to move back home to Spain.

Who helped you get where you are?
Robin Dods, my first marketing director, in Chile (with Coats Viyella). He believed in me, gave me responsibility and showed me how to enjoy the challenges; Justin Byam Shaw, the entrepreneur (and InSkin investor), who has been instrumental in much of my career; and David Pugh, who hired me at The Telegraph when I had no real credentials for the role. Three very different but sparkling mentors - it was a thrill to have them all at one table at my wedding. And Dan Colson, former chief executive of the Telegraph Group, who is entertaining, loyal, supportive and a true gentleman.

Who do you aspire to be like?
I've just about got over wanting to be someone else - now I just aspire to be a good father to Molly, Charlie and Lucas.

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