As originally published via AdNews.
Mark Aloe: Group Business Director, oOh!media
Time in current role/time at the company:
I’ve been in my current role since September last year, and I have been at oOh!media for 5 years.
How would you describe what the company does?
Through the power of our national digital and classic Out of Home network, we help brands connect with audiences in meaningful, measurable, and creative ways.
What do you do day-to-day?
I lead an enthusiastic, high‑performing team focused on continual improvement. Most of my days are filled with lifting the team’s capability, building deeper client partnerships, and delivering unique advertising opportunities and outcomes for brands.
Define your job in one word:
Dynamic.
I got into marketing/advertising/media/tech because:
I’ve always been drawn to creativity, human behaviour, and the challenge of solving real business problems through strategic thinking and great media execution. (And it always helps when you have a mate – who helped me get an internship at OMD).
What’s the biggest challenge you face in your role?
Continual improvement. In a media channel that’s constantly expanding, the biggest challenge in OOH is staying ahead. Finding fresh ways to show up, evolving our approach, and giving clients new opportunities to engage with the medium and understanding the pain points of brands to help them cut through the noise and connect with their audiences in more meaningful ways.
What’s the biggest industry-wide challenge you’d like to see tackled?
Consistency in measurement, effectiveness, and the ability to demonstrate true cross‑channel value. That’s why I’m excited by MOVE and the opportunity it brings to standardise our formats.
Notable campaigns you have worked on:
Live streaming the Pepsi fashion show up onto our iconic Bourke St site in Melbourne. This campaign took the legwork of our whole business. Between our tech and operations team through to the integration with Pepsi, it was a mammoth project that delivered an epic campaign. It really highlights the expanded capabilities we offer as a more innovative and dynamic channel.
Who has been a great mentor to you and why?
Krista Walton, oOh!’s NSW sales director for agency. She brings clarity, direction, and a leadership lens that consistently stretches me to operate at a higher strategic level.
Words of advice for someone wanting a job like yours?
Stay curious, build deep relationships, and don’t shy away from accountability.
If I wasn’t doing this for a living, I’d be:
Playing golf or selling rugs. (Learn more as to why, at the end of this profile).
My mantra is:
Consistency compounds.
My favourite advert is:
Whilst I’d love to say The Man from Del Monte in tribute to Anthony Sciacca, my favourite ad (with a little bit of channel bias) would have to be ‘The Boys’ which was one of the cleverest uses of OOH – after all it was on the Bourke!
Music and TV streaming habits. What do you subscribe to?
Pretty varied on both fronts, lately I’ve had Pete Murray, Chris Stapleton, and Fred Again on rotation. On the streaming side, I’m watching Tires on Netflix because Shane Gillis is genuinely hilarious.
Tell us one thing people at work don’t know about you?
I can identify where a Persian rug was made just by looking at it. I spent circa six years working in a friend’s dad’s Persian rug warehouse which in short meant I learnt a lot about the intricacies and identifiers of where a rug was made.
In five years time I’ll be:
Hopefully continuing to lead a team of high performers in the Out of Home race and continuing to evolve our channel’s role in the media mix.
