Our Industry Profile takes a weekly look at some of the professionals working across the advertising, ad tech, marketing and media sector in Australia. It aims to shed light on the varying roles and companies across the buzzing industry.
This time we speak to Salmat head of marketing Ben Hillman.
Duration in current role/time at the company:
Coming up to two years.
In one sentence, how would you describe what the company does?
ASX-listed marketing services business offering clients a mix of traditional and digital marketing solutions to help them reach, convert and serve their customers.
In one sentence, what does your role involve?
That's a mix of various tasks including marketing strategy, marketing execution, content marketing, research and insights, and marketing and corporate communications - makes for busy days.
Within the last six months/year, what stands out as the company’s major milestones?
The relaunch of our brand in August last year was a major step. The challenge coming into Salmat was to refresh our well-established brand and pull together all elements of what we offer to our clients across various business lines, into a clearly articulated value proposition that resonated internally and externally. We made some subtle but powerful shifts in the way we describe ourselves that have helped reposition us going forward. Clients working with us can now see the opportunity of Salmat as a full-service marketing services partner, helping them reach, convert and serve their customers.
Best thing about the industry you work in:
The opportunity we have to transform a brand and the perception of it in its market
Previous industry related companies you have worked at:
Optus marketing and financial services.
Career-wise, where do you see yourself in three years time?
Leading a team working on martech or fintech. Automation and its implications are something that you either disrupt with or get disrupted by.
What is the elephant in the room? The thing that no one is talking about – but they should be.
The difficulty of mid-tier businesses getting useful attribution modelling across all their marketing channels. For marketing to be at the table you have to know your numbers and I feel there are some businesses who just don’t.
Tell us one thing people at work don’t know about you?
I played the flute in my youth for a handful of years... poorly.
Top networking tip:
Say yes to every opportunity and always ask questions first.
My favourite restaurant for a business lunch is:
Steersons in Darling harbour - chorizo and scratchings every time.
My favourite advert is:
Big Beer Ad - Compelling music, great visuals - memorable above all else.
My must-have gadget is:
Kindle - travel is a killer if you can’t take it with you.
My favourite media is:
Print, it works.
My favourite TV show is:
Grand Designs UK.
The last book I read:
Lonely Planet - Sardinia
My mantra / philosophy is:
Never surprise the people above you - good or bad you screwed up.
I got into the industry because:
They told me they had crayons, and it was all about pretty pictures.
If I wasn't doing this for a living, I'd be:
Delivering expensive yachts to weird destinations for rich individuals.
In five years' time I'll be:
Wiser but probably not smarter.
Define your job in one word:
What's your poison:
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