Young Guns: REA Group native content editor Alice Bradley.

By AdNews | 27 March 2018

Our Young Guns profile takes a weekly look at some of the 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.

Previously we met Clemenger BBDO Sydney senior account manager Jess Peters. Today, we meet REA Group native content editor Alice Bradley.

Duration in current role/time at the company:

I’ve been in my current role for five months but at REA Group for three years and three months.

How long have you been in the industry?

Four years.

How did you get here? Was this always the plan?

I studied Journalism at RMIT, after an arts degree at Melbourne Uni - so, no! But, I knew from the first few months of my degree that traditional journalism wasn’t for me. The media industry was at a crossroads then, and I was more interested in where news and content would live beyond print and traditional news outlets - and what opportunities that might open for me in my career.

Who's your right hand person/who guides you day to day?

Chloe de Ridder, who runs Lifestyle at, has been my manager for the past 14 or so months. Her meticulous attention to detail keeps me in check, while her creative energy, along with that of our Head of Video, Monique Knoblanche, and Native Video Producer, Jared Barnes, keeps my own ideas from going stale.

What’s best thing about the industry you work in?

The constant evolutions. Advertising is always changing, and right now I think content is the number one disruptor in the industry. As consumers, we’ve become accustomed to boundless connectivity - we’d be hard-pressed to find a part of our lives not impacted by digital content.

And the biggest challenges?

Native is a new area that a lot of advertisers are playing in, so there’s sometimes a sense of hesitation surrounding its value. One of the challenges of my job is convincing potential partners, with a cracking concept, how content can solve all their brand problems!

Whose job have you set your sights on in the future?

Can I say head of content, our fearless leader’s role? Just kidding, Mark.

Where do you turn for inspiration?

Everywhere and anywhere. TV shows, comedy, music, people, books and more. Brands are increasingly trying to connect with younger demos and be seen as relevant in the context of a wider pop culture conversation ... so trying to have a life outside of work is pretty important, funnily enough.

My favourite advert is and why?

This is a super cute piece of native advertising:
It also uses VR in a relatable and meaningful way, which is something everyone in the media industry is taking note of right now.

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

I used to want to be a professional tennis player. Sadly, I was better at writing my Aus Open Singles Champion acceptance speech than I was at actually hitting the ball.

In five years' time I'll be...

Based in New York and the founding editorial director of the next digital disruptor in the publishing industry. Either that or I will have cracked under pressure, moved to the South of France and started my own patisserie.

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