Our Industry Profile takes a look at some of the professionals working across the advertising, adtech, marketing and media sector in Australia. It aims to shed light on the varying roles and companies across the buzzing industry.
Danielle O’Meara: NSW sales director – direct and independent agencies at oOh!media
Time in current role/time at the company:
Two years and seven months.
How would you describe what the company does?
Making public spaces better and brands unmissable.
What do you do day-to-day?
Lead, coach, and mentor a high performing team of sales professionals in growing the out of home sector.
Define your job in one word:
Vibrant!
I got into the media industry because:
My dream was to be a sports sideline commentator, and whilst I had the privilege of working with and writing for some of the most prestigious Australian brands, I ended up falling into sales. Turns out, sales is my true calling.
What’s the biggest challenge you face in your role?
With the breadth and evolution within the direct and independent space, the biggest but exciting challenge I face in my role is ensuring the weight and opportunity oOh! provides is finding its way to the right customers.
What’s the biggest industry-wide challenge you’d like to see tackled?
I look forward to and welcome the streamlining of transactions as we move towards a digital first future.
What are you most excited about in the next 12 months?
The rollout of MOVE 2.0 and the increased relevance of transactional data in campaign attribution. I’m also looking forward to seeing the continued evolution of programmatic in out of home.
Who has been a great mentor to you and why?
Cathy O’Connor led me through a moment in time where I really battled with my career aspirations versus starting a family. As a female who had a linear career path from sales into leadership, Cathy is exactly what I needed in a mentor, her guidance challenges my ideas, and pushes me to sit in the uncomfortable. Thanks to her support I have a beautiful little boy Thomas, who has taught me more about myself in the last 11 months than I have learned in my lifetime.
Words of advice for someone wanting a job like yours?
Do not be distracted by those around you. Focus on your growth and development, and work hard, it will pay off.
If I wasn’t doing this for a living, I’d be:
I would have continued to pursue a career as a sports sideline commentator. Dreaming big, reporting on the NBA would have been my aspiration.
My mantra is:
Growth is a reflection of the success and happiness of your people.
My favourite advert is (and why):
I love everything we did for Barbie. It highlighted everything I love about out of home. The impact, reach, scale, and FUN.
Music and TV streaming habits: what do you subscribe to?
If I’m not listening to The Lion King soundtrack on repeat, then a 90s to noughties playlist is my go-to. The latest TV show I’ve streamed is Domina which is a great period drama, full of suspense and tracks the rise of a woman who becomes the most powerful woman in Rome.
Tell us one thing people at work don’t know about you?
Despite being in sales I’m by true definition an introvert. I enjoy my own company and spending time with just one or two people, rather than large groups or crowds
In five years’ time I’ll be:
Continuing to work my way up to a CEO position and still within the media. I love this industry!
