As originally published in AdNews.
Time in current role/time at the company:
I’ve been at oOh! for close to three years, and in my current role for just over a year.
How long have you been in the industry?
My first role in the media industry was at oOh!, so just shy of three years.
How did you get here? Was this always the plan?
It wasn’t always the plan, like many in media, I was made aware of the industry through a friend I met when I was studying business/marketing. I’m so glad the opportunity came into my orbit. I’m a strategic and analytical thinker, but I do also like to exercise my creative side, and the role I’m currently in allows me to dip into both worlds, which is incredible.
Who is your right hand person/who guides you day to day?
This is an extremely difficult question to answer as there are so many people that have been extremely generous in mentoring and guiding me. However, if I had to say one person, it would have to be my team leader Marcos Hasiotis. Marcos has an authentic passion in elevating those around him to be their best selves. He gives you the autonomy to make your work truly your own, and then finds ways to assist you in taking this to the next level.
What’s the best thing about the industry you work in?
The best thing about our industry is the myriad of opportunities that lie at our doorstep. I believe that there truly is a place for everyone in media; with so many different roles that allow people to step into their strongest selves.
And the biggest challenge?
Advertising relies both on qualitative and quantitative analysis, but it’s easy to lean too heavily on the quantitative side in decision-making. It’s tricky, because data is my bread and butter, and it’s constantly evolving, but sometimes decisions involve intangible, and subjective elements. I might be biased because I sell billboards/large format assets at oOh!, but there’s so much valuable in an iconic, emotion evoking piece of real estate like a classic billboard.
Whose job have you set your sights on in the future?
I wouldn’t say it’s a specific role, I try to spend less time on long-term planning and take the approach of guiding my life through a theme. Currently, I’m focusing on authenticity, so every decision I make needs to align with myself, which is sometimes easier said than done. I trust that this focus will create my path.
Where do you turn for inspiration?
Podcasts, my girlfriends, and Pinterest. Podcasts feed my brain with new information and help keep my critical thinking sharp. Same goes for my close girlfriends. Pinterest on the other hand is such a visual tool that I draw inspiration from.
My favourite advert is (and why):
My favourite advert is Calvin Klein’s Billboard in New York. The strategy of taking ownership of this space is simple, yet iconic, and has aided in creating a very specific personality for the brand. People know the site, and eagerly anticipate the change of the advertisement, which sparks a lot of conversation both online and offline. Sometimes it’s a bit controversial, but I love it.
Tell us one thing people at work don’t know about you?
Bit of a niche one, but I studied fashion and textiles throughout high-school and it’s a bit of a passion of mine and when I was about 15, I came third in a quilt making competition at the Royal Canberra Show.
Where do you see yourself in five years time?
Again, loops back to the authenticity theme, I don’t have a set vision, but I’m trying to closer align my actions to my true self. Hopefully in 5 years’ time I will be very aligned and authentic both inside and outside of work.
