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.
Previously we met Sydney-based director of data, platforms and exchanges, Ben Green. Today we go to Melbourne to find out more about Amnet head of product Catherine Smith.
Duration in current role/time at the company:
I've been in the role for nine months and the company for five years.
In one sentence, how would you describe what the company does?
Combines media, data, technology, and expertise to deliver different and better programmatic advertising solutions to our clients.
In one sentence, what does your role involve?
Navigating the ever-complex media and technology landscape to continually build our core and unique capabilities.
Within the last six months/year, what stands out as the company’s major milestones?
Most recently we have realigned our business to support continued growth and our clients business objectives, bringing in new talent and building out product, marketing, and data divisions to complement our core client service and operations teams. During my time as General Manager prior to stepping into my current role I led the growth of our VIC & WA team to over 40 people, and last year we were the first trading desk to integrate programmatic expertise into the Perth market. It has been incredible to see all that talent thrive, collaborate to forge closer relationships with our agencies and clients, and innovate our offering into emerging areas such as new data frontiers and programmatic TV.
Best thing about the industry you work in:
Previous industry related (ad land/ad tech) companies you have worked at:
Telstra Advertising Network/Sensis Digital Media/MediaSmart.
Career-wise, where do you see yourself in three years time?
I’m keen to keep travelling down this specialist path, building things, deepening my knowledge of our space, and staying curious.
What is the elephant in the room?
The thing that no one is talking about – but they should be. The real and very human power it takes to drive the programmatic machines.
Tell us one thing people at work don’t know about you?
I’m a trained dressmaker – it’s why I’m sometimes a little obsessive about piecing things together in an order to deliver the right result.
Top networking tip:
Be authentic and speak up when you don’t know or understand something new, there is so much to keep up with. And get off your phone in meetings.
My favourite restaurant for a business lunch is:
We rarely make it beyond The South Melbourne pub circuit.
My favourite advert is:
I can’t go past this one from Samsung for being so darn delightful.
My must-have gadget is:
My favourite media is:
You can usually find me down an Instagram hole.
My favourite TV show is:
The last book I read:
Big Little Lies by Liane Moriarty
My mantra / philosophy is:
Trust your instincts.
I got into advertising/ad tech/marketing etc because:
Because a good friend I met at the start of my career in a different industry moved into media and said “you should give this campaign management thing a go”. In hindsight, I’d always been fascinated with media and comms and its ability to influence consumers and society.
If I wasn't doing this for a living, I'd be:
Doing something involving the great outdoors.
In five years' time I'll be:
Doing a role that hasn’t been invented yet.
Define your job in one word:
What's your poison:
Wine. Any colour.
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