As originally published via AdNews.
Annika Schultz: Senior product manager at oOh!media
Time in current role/time at the company:
Five years at oOh!, one year in current role
How long have you been in the industry?
Seven years – I spent two years at Seven Network before I moved to oOh!.
How did you get here? Was this always the plan?
It definitely was not always the plan! I had no idea what I wanted to do with my life – I first enrolled in law, graduated with a Bachelor of Communications (majoring in PR) and ended up in media. Like many people in the industry, I got into it because I knew someone who knew someone.
One of my friends from uni went to school with someone who was working at Seven; that person was hiring for a sales coordinator and had mentioned it. My friend sent it to me and I applied for the role. At that stage I had no idea that the media industry even existed and I distinctly remember going to the interview and thinking ‘I wonder what they sell’. Funnily enough, the feedback on why I got the role was because I was so confident – and I have probably been faking it until I make it since then!
Who is your right hand person/who guides you day to day?
My manager, Britt Simpson. Britt inspires me and others through her enthusiasm and passion for what she does. Whilst she has deep knowledge of the business, she is committed to continual learning and I see a lot of my own values reflected in her. She has been a great support to me this year and keeps me level headed through the chaos!
My other right hand is Jenna Watson, our head of trading. Jen has been my mentor for around two years now and has become a close confidant. She is someone I got to for advice to help me navigate a variety of situations at work. I truly admire her calm and collected approach to her role and leadership.
What’s the best thing about the industry you work in?
The challenges! Does that make me sound crazy? OOH is a really exciting space to work in right now because in many ways it is still a secondary channel. oOh! is a huge advocate of growing the sector as a whole and being ANZ’s #1 OOH company, we need to be at the forefront of innovation to drive this growth.
We’re continuously looking for better ways to connect with audiences and better ways to transact with customers. These challenges have solutions that don’t exist yet, so whilst that can be intimidating it’s also an exciting opportunity.
And the biggest challenge?
I feel like this is such a cliché, but the fast-paced environment. Whilst I love it, it does make it difficult to establish and maintain clear boundaries. There is still such a glamorisation of overworking in the industry and it took me a long time to develop the confidence that my professional output does not necessarily equate to hours worked.
My attitude around this has improved a lot in recent years and this has enabled me to show up better in both my work and personal life. I think it’s important that as an industry we foster an environment conducive to nurturing talent in the long term.
Whose job have you set your sights on in the future?
I’ve never liked to back myself into a corner with jobs. Most of my jobs have come from being open to opportunity and I think that is key to progressing. If I was to dream really big, I would say chief operating officer – someone who analyses, organises and aligns business units – but the truth is – my future job probably doesn’t exist yet. I don’t think as an industry we’ve conceptualised our future state enough to understand what jobs will exist. Wherever I end up I hope I’m still educating and inspiring others.
Where do you turn for inspiration?
The beach. Something about being in the water helps me think clearly. It’s my favourite place, which is hilarious because I have just moved to Melbourne – not quite known for its sunny weather!
My favourite advert is:
I love the Pepsi ad where the kid buys a couple of cans of Coke to use as stilts to reach the Pepsi in the vending machine. It’s such a cheeky way to come for a competitor (without being naff) and it’s just creative.
Tell us one thing people at work don’t know about you?
I wish there was something that people at work didn’t know about me, but unfortunately the way I connect with people is by oversharing. I’m a very open person and I also have a very self-deprecating sense of humour – so those who know me know that most of the events of my life come out as funny stories. It would have to be something I don’t find that interesting, like I’m a fully qualified ballet teacher.
Where do you see yourself in five years time?
I find it hard to picture what my life will be like five years from now, but I know it’ll come around quickly. I don’t operate with too much of a plan, I just want to be doing something that keeps me on my toes, keeps me learning and keeps me fulfilled. Alternatively, I’ll be on a beach in Italy with my best friends beside me and a spicy marg in hand; either option is good.
