Industry Profile: Ten GM of digital, Liz Baldwin

Pippa Chambers
By Pippa Chambers | 16 August 2016
Liz Baldwin

Our Industry Insights 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.

Last week we spoke to ad tech business Innovid's country manager ANZ, Adam Natiq, and today we head to Sydney to speak to Network Ten general manager of digital, Liz Baldwin.

Duration in current role/time at the company:

A year and a half at Network Ten and loving it.

In one sentence, how would you describe what the company does?

We create innovative and entertaining content, across all genres and deliver it to a huge number of Australians across multiple platforms.

In one sentence, what does your role involve?

Running the tenplay team and working on all things digital with the rest of the business.

Within the last six months/year, what stands out as the company’s major milestones?

There are so many. My personal picks:

  • The success of the family-friendly KFC Big Bash League and Women’s Big Bash League over summer.
  • Offspring is back, much to the delight of many fans.
  • Announcements for Australian Survivor and The Wrong Girl
  • Of course, MasterChef Australia Series eight returning to outstanding numbers.

All of which has led to sustained growth – both in broadcast and digital. A culmination of hard work and absolute focus from the business. It’s an exciting time to be at Ten.

Best thing about the industry you work in:

Change. You never know what the day will bring.

Previous industry related (ad land/ad tech) companies you have worked at:

Shine, Nine, (then) News Magazines, Fairfax.

Career-wise, where do you see yourself in three years’ time?

Still in digital media. I love it and wouldn’t want to be anywhere else.

Tell us one thing people at work don’t know about you?

I used to work for an explosives company (Dyno Nobel).

Top networking tip:

Be generous with what you can offer, whether that’s insights, contacts or simply being a good listener. People will remember you if you’re helpful and want to reciprocate.

My favourite restaurant for a business lunch is:

Anything Italian, per favore.

My favourite advert is:

I love a great jingle, so it must be either the old school Daffodil margarine ad, or the Oreo cookies ad. These jingles have stayed with me since I was kid – great writing.

My must-have gadget is:

Still my iPad. It’s my favourite personal device for watching tenplay.

My favourite media is:

Television, of course.

My favourite TV show is:

The Simpsons. Anyone who knows me would know I was lying if I said anything else.

The last book I read:

I just finished Orange Is The New Black – an easy plane read.

Our product team has started a book club and we are all reading The Lean Start Up together.

My mantra / philosophy is:

If it scares you, that’s a good thing. Challenge yourself.

I got into advertising/ad tech/marketing etc because:

I wanted to work with great brands that people (the users and creators) were passionate about. While the web may have democratised content creation somewhat, the premium content is still created by media companies and the exceptional talent they access. Digital can enhance that experience through our product development, and facilitate access across multiple platforms. I was drawn to the creativity, the passion and the possibilities.

If I wasn't doing this for a living, I'd be:

Very disappointed.

In five years' time I'll be:

Still in digital media and still excited by it.

Define your job in one word:

It takes two words: Great fun.

What's your poison:

A glass of white wine, or if I'm feeling rock'n'roll, it's Honey Rocks.

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