Young Guns: Allure Media's head of ShopStyle Verity Beard

By AdNews | 2 March 2017
Verity Beard

Our Young Guns profile takes a weekly look at some of the buzzing young talent across the advertising, ad tech, marketing and media sector in Australia. It aims to shed light on the varying roles, people and companies across the buzzing industry.

Last week we spoke to Bohemia business manager, Michael Tramonte.

This week we head to Sydney to meet Allure Media's head of ShopStyle Australia, Verity Beard.

Duration in current role/time at the company:

One year and two months. 

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

Allure Media works with some of the world’s largest publishing partners, bringing them to Australia and localising them for an Australian audience.

In one sentence, what does your role involve?

I am responsible for the overall operation of ShopStyle within Australia. I look after the local team that makes the magic happen.

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

In the last six months we’ve had a number of big successes but the highlight has been launching ShopStyle Collective in Australia. ShopStyle AU has had great relationships with Aussie influencers for many years so it’s exciting to be able to officially include these relationships into our business model. It’s been great to see how enthusiastic both retailer and influencer responses have been – it’s a model that truly benefits everyone.

Best thing about the industry you work in:

Fashion e-commerce means keeping up to date with the latest fashion trends but equally importantly, the latest digital innovations. I love that we work in a space where we can be creative in both technology and style.

Previous industry related companies you have worked at:

APD Affiliate Network: head of publishers, Tradedoubler (UK): senior account manager.

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

Everything in the digital industry progresses at such a fast pace it’s almost impossible to pin point where we’ll be next month, never mind in three years. I always want to be in a role that stays close to the innovations and progressions of e-commerce.

What is the elephant in the room? The thing that no one is talking about – but they should be.

Not quite an elephant in the room, but affiliate marketing. I find it remarkable how many e-commerce businesses are still not engaging in affiliate marketing in Australia. The cost per acquisition model seems like a complete no-brainer, however some of our biggest names in retail are missing from the affiliate space. 

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

I have a French degree, but sadly I never use it.

Top networking tip:

It’s easy to get distracted at networking events. The smallest amount of real engagement can go a long way.

My favourite restaurant for a business lunch is:

Café Sydney can’t be beat. View? Tick. Food? BIG tick.

My favourite advert is:

The Reflex Paper “En-whitenment” ad got me giggling a few times. “There’s a jam inside your printer, and a jam inside your soul.”

My must-have gadget is:

Dying for a fitbit. It must be the performance marketer in me.

My favourite media is:

As a consumer, radio. It’s a medium so far away from my day to day that I can just enjoy it at face value.

My favourite TV show is:

Shamelessly addicted to The Bachelor. Sorry, not sorry.

The last book I read:

The Girl On The Train by Paula Hawkins.

My mantra / philosophy is:

Don’t postpone until tomorrow anything you can do today.

I got into marketing etc because:

I studied marketing and around the time that I graduated, everyone was saying things like “digital is the future”. It sounded like a future-proofed direction to go in.

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

Copy writing. I’ve always loved clever marketing quips- especially anything that involves a good pun.

In five years' time I'll be:

Trying to work out how we market to an audience with an even shorter attention span.

Define your job in one word:

Fashology (Fashion + technology).

What's your poison:

Red, red wine.

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