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.
This week we speak to Alpha Digital client strategy director Chris Lockwood.
Time at the company:
How would you describe what the company does?
Help clients grow their brands through delivering creative and effective marketing solutions.
What do you do day-to-day?
I work with our team to deliver the results our clients need to succeed. I help them navigate through the complexities of their customers journeys to achieve success. So I spend a lot of time on calls and in meetings.
Define your job in one word:
I got into digital advertising because:
I actually didn't really know what I was applying for when I first started. I graduated university with a pharmaceutical chemistry degree in the middle of the GFC and there were limited job opportunities in the UK. A friend of mine who worked in search suggested that with my analytical skills it could be a really good fit. I didn't really know what the job entailed, however since I started I have never looked back.
What’s the biggest challenge you face in your role?
The siloed view of different channels and the misconception that they all act independently of one another, rather than them being complementary.
What’s the biggest industry-wide challenge you’d like to see tackled?
Misinformation and expectations. There is a lot of outdated and incorrect information out there due to how frequently things change, this leads to issues communicating what is the right approach and how fast changes will have an impact on results. This results in misaligned expectations and also poor strategy.
Previous industry related companies you have worked at:
I began my career at Search Laboratory in the UK as a PPC specialist, I worked my way up to account manager over the following 18 months before I left the UK to come to Australia.
Who has been a great mentor to you and why?
Ryan Jones, he was my first manager in the industry and his influence has led me to where I am today, he was extremely nurturing, helped me transition industries and took a real interest in my progression. I now manage all my staff with the same approach he took and as a result have managed to grow an amazing team of my own. Had I not wanted to go travelling I would likely still be working with him.
Words of advice for someone wanting a job like yours?
Be prepared to learn and be agile. There is something new to learn and try everyday which is what makes this industry so exciting.
If I wasn't doing this for a living, I'd be:
If I had not stumbled into the industry, I was actually preparing to go back to university to study medicine so likely a doctor.
My mantra is:
Everyone makes mistakes, it's how you change because of them that defines you.
My favourite advert is:
I love the yearly John Lewis Christmas ads as they are always very emotional. However the one that always sticks in my mind is the HP “Brothers” ad from 2016, the use of visuals and music really stuck with me and I really enjoyed how it was cut into smaller pieces, as they were just as impactful as the full ad.
Music and TV streaming habits. What do you subscribe to?
I am a big Netflix fan, however I have recently discovered Binge which has consumed too much time recently!
Tell us one thing people at work don’t know about you?
I am a huge fan of Disney and Pixar films, but I am a pretty open book so they know a lot.
In five years' time I'll be:
Hopefully enjoying long service leave, continuing to help grow the business and looking to what the future holds. I typically don't look that far ahead as too much changes.
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