Our Industry Profile takes a look at some of the professionals working across the advertising, adtech, marketing and media sector in Australia. It aims to shed light on the varying roles and companies across the buzzing industry.
Time in current role:
I’ve been in my role at InfoSum now for almost a year.
How would you describe what the company does?
InfoSum is a decentralised data collaboration platform that enables companies, media owners, and data providers to connect their data safely and securely, without sharing it, to maximise performance and drive growth. It empowers brands to gain deeper insights, achieve more precise audience targeting, and deliver more effective media activation and measurement.
What do you do day to day?
It’s usually a mix of listening, learning, and storytelling. I listen to clients, to understand their goals and challenges, so we can clearly show how InfoSum can support them. I learn because the world of data and privacy never sits still, and staying ahead is half the job. And I tell stories about how brands and partners can unlock the full value of their first-party data in a privacy-safe, future-proof way. There’s never a dull moment, it’s constantly evolving, which keeps me on my toes.
Define your job in one word:
Collaboration
I got into the industry because:
I first discovered InfoSum just over a year ago, and having spent my previous 20+ years in media agencies, I saw immediately how transformative the technology could be for brands, how to unlock the power of data to drive growth, without compromising privacy. It felt like the missing piece I’d been looking for in so many client conversations. So, when the opportunity came about to help inform agencies and brands of how InfoSum can help them, I saw a clear opportunity to make an impact.
What’s the biggest challenge you face in your role?
Cutting through the noise. In a world overflowing with buzzwords— “data-driven,” “privacy-first,” “future-proof”—it can be challenging to help brands and agencies truly understand what sets InfoSum apart. My role is to simplify the complex and show how our technology solves real-world problems and doesn’t just hide behind the jargon. It's a constant balance of education, strategy, and storytelling, and making sure we’re always speaking in a language that resonates with brands and partners.
What’s the biggest industry wide challenge you’d like to see tackled?
One of the biggest challenges is breaking down the silos that fragment data across platforms and ecosystems. The industry needs better standards and technology that enables seamless, privacy-safe data collaboration across all players—brands, agencies, publishers, and platforms—so insights can flow freely without compromising control or trust.
Who has been a great mentor to you and why?
I find it hard to single out just one person because, honestly, I’ve learned from so many amazing people throughout my career. From colleagues to clients, bosses, and industry peers, each have contributed in some way to shaping who I am today. However, right now I’d say my global CEO, Lauren Wetzel, is a huge inspiration to me. She’s built an impressive career spanning strategy, operations, and innovation across leading global companies, and now, as CEO of InfoSum, she’s one of the most respected female leaders in the media and advertising industry.
Words of advice for someone wanting a job like yours?
Stay curious and keep learning. This industry moves fast, especially around data and privacy. Build strong relationships; sales rely as much on trust and empathy as they do on products and numbers. And don’t be afraid to roll up your sleeves and dive into the technical side, even if it feels outside of your comfort zone.
If I wasn’t doing this for a living, I'd be:
Running my own start-up. The hustle, steep learning curve, and busy networking to get it off the ground would be the kind of challenge that would energise and inspire me.
My philosophy is:
I believe in keeping things simple. Complexity often just adds noise, while simplicity creates calm and helps me stay grounded.
My favourite advert is:
Growing up in Ireland, I saw a lot of Guinness ads, and honestly, they just get it right every time. Simple, iconic, well-crafted, and memorable all at once. I’m particularly fond of this 1994 ‘Dancing Man’ one. They’ve got a real knack for storytelling without trying too hard.
Music and TV streaming habits:
Music-wise I’ll mix it up between jumping from a nostalgic playlist from my 90’s alternative/rock days to listening to something new based on whatever my algorithm’s serving up! As for TV, I can’t go past a good drama or thriller series and always throw in the odd reality tv show for good measure!
What do you subscribe to?
Too many things – they’ve just grown over time! I need to take some advice from my own philosophy to simplify!
Tell us one thing people at work don’t know about you?
I can say the alphabet backwards
In five years time I'll be:
Still learning, still building, and hopefully helping to connect our industry in smarter, more secure ways. I’m driven by the idea of shaping what’s next. And on the home front, I’ll have twins preparing for their HSCs so the juggle will definitely be real!
Have something to say on this? Share your views in the comments section below. Or if you have a news story or tip-off, drop us a line at adnews@yaffa.com.au
Sign up to the AdNews newsletter, like us on Facebook or follow us on Twitter for breaking stories and campaigns throughout the day.