As originally published in AdNews.
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.
Leona McConnell: International sales lead at oOh!media
Time in current role/time at the company:
Coming up on two years at oOh! but this is my second stint. I was previously at oOh! for 4 years from 2013, it was my first “real” job out of university.
How would you describe what the company does?
The simple answer is that we provide unmissable Out of Home media solutions for brands, but of course there’s the long version that I would be happy to chat anyone through.
What do you do day-to-day?
As international sales lead my role is to drive the development of our international sales and build connections across key markets. The day-to-day looks quite diverse, responding on global briefs, strategic brainstorming and ideation, keeping our clients updated with new product launches, plenty of meetings with clients across the world to connect on upcoming campaigns and of course, supporting my wonderful team.
Define your job in one word:
Breakneck.
I got into marketing/advertising/media/tech because:
I studied media and communications with dreams of becoming a journalist or newsreader but of course like so many, I fell into media sales through a friend of a friend.
What’s the biggest challenge you face in your role?
Whilst I’ve only been in this seat a little while, the initial challenge is working out when to switch off, with global clients, you could, and it is tempting to work around the clock.
What’s the biggest industry-wide challenge you’d like to see tackled?
Consistent and accurate audience measurement of course is a hot topic, and from a global perspective, Australia has plenty of eyes on us to see how the next iteration of MOVE pans out across the next year.
Notable campaigns you have worked on:
As its early days in my current role, I wouldn’t want to take any of the glory from my team or incumbent colleague, but notably in 2025 working with the Phd Melbourne team and ANZ on the award-winning Falcon campaign was pretty special and a celebration I’ll remember for a long time.
Who has been a great mentor to you and why?
There’s many. Not wanting to call out one specific person out, but I think the greatest mentors and leaders in my life have given me perspective, space, and when I’ve needed it and assurance that it will all work out. I think you know who you are.
Words of advice for someone wanting a job like yours?
Work hard, back yourself, be genuine, and surround yourself with people that lift you up, and in turn, lift others up around you.
If I wasn’t doing this for a living, I’d be:
Probably still living on our family farm in New South Wales, running our lamb box delivery business, which I loved.
My mantra is:
It sounds ridiculous and harsh when I write it, but my husband and I have a saying “Be better, do better”. That applies to work and life, and when we catch each other trying to squeeze that last bit of rubbish into the bin rather than just taking it out.
My favourite advert is:
OOH wise probably anything that meets on the intersect of perfect placement with contextual, clever and funny creative – Bible app’s “Zero stars from Satan”, Means Girls “Look both ways Regina” on the side of a bus, also anything Specsavers.
Music and TV streaming habits. What do you subscribe to?
Too many. We are still resisting a Spotify Family account, but I desperately need to get Frozen and The Wiggles out of my algorithm. It might be time to splurge!
Tell us one thing people at work don’t know about you?
I’m a pretty open book, but maybe that I speak some Mandarin?! I grew up in Singapore and had daily lessons at school.
In five years time I’ll be:
Nearly 40 and still working in OOH and surrounding myself with the best people in the business.
