Ash Terry.
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.
Ash Terry: E-commerce director at Jaywing.
Time in current role/time at the company:
More than nine years.
How would you describe what the company does?
Jaywing is an integrated performance agency that helps brands grow by connecting brand, experience and performance. We design end to end customer journeys, build brand strength, and deliver measurable business results by combining digital experience, media, social and customer insight capabilities. All of this is underpinned by a sophisticated implementation of technology, data analysis and AI.
What do you do day-to-day?
I lead digital growth strategies for our enterprise retail clients. A key part of my role is to challenge both our teams and the clients to think more strategically, pushing for smarter, data-driven decisions that drive sustainable growth for our client base.
Define your job in one word:
Dynamic.
I got into the media industry because:
I’ve always been interested in what motivates people, especially when it comes to shopping and fashion. Retail therapy was a true hobby growing up, maybe even more so now! I was constantly curious about why certain brands or products resonated or became 'the' trend of the moment. E-commerce quickly became the perfect intersection of everything I loved; retail, behaviour, creativity and data with the bonus of seeing the impact of your decisions in real time.
What’s the biggest challenge you face in your role?
One of the biggest challenges is balancing short-term revenue goals during competitive sales periods with the long-term health of retail brands. In a market where discounting has become the default lever for driving performance, it can feel like a race to the bottom. The real challenge lies in finding smarter, more strategic ways to grow in and industry that is becoming increasingly automated through technology and AI
What’s the biggest industry-wide challenge you’d like to see tackled?
A challenge which is front of mind at the moment is the declining in available data that is reliable and trustworthy. For years we’ve relied on free tools like Google Analytics, but increasing privacy restrictions have made performance data significantly less dependable making it increasingly difficult to optimise toward revenue goals. While solutions like server-side tracking and advanced attribution tools are emerging, they’re often complex or costly. So, the real opportunity lies in helping clients navigate this data evolution and while maintaining confidence in how we measure success.
What are you most excited about in the next 12 months?
The opportunities that have come with our recent merge into Merchantwise Group and their existing agency brands: RQmedia, The Social CliQ, and Three Scoops. In particular, The Social CliQ addresses a real gap in the market for brands to connect with creators and UGC, giving us incredible scope to innovate, collaborate, and deliver even stronger results for clients.
Who has been a great mentor to you and why?
I’m pretty lucky to have been surrounded by a number of incredible individuals who have greatly shaped how I show up day to day. A few key call outs to Tom Geekie, Chris Pittham and Ed Raine who have empowered me and given me the confidence to trust my instincts, challenge the status quo and lean into my ability to build great relationships with clients and colleagues.
Words of advice for someone wanting a job like yours?
Make mistakes but importantly, learn from them quickly.
If I wasn't doing this for a living, I'd be:
I’d love to go back to uni and do a degree in history. I’ve always been quite interested in the late Renaissance and Tudor periods, so I’d love to see where that could take me.
My mantra is:
Every experience is an opportunity to learn.
My favourite advert is (and why):
As someone who loves to tackle uncomfortable situations with humour, I’m currently loving the new Rexona Whole Body Deodorant campaign. Seasonally and culturally relevant, the creative execution has really cut through in the competitive market.
Music and TV streaming habits: what do you subscribe to?
Netflix, Stan, Prime, Spotify… the standards. I do spend more time listening to podcasts than music.
Tell us one thing people at work don’t know about you?
That I like running… kidding, like every other millennial in Sydney, it’s become my whole personality. I’m a pretty open book with the Jaywing family.
In five years' time I'll be:
Hopefully still a part of Merchantwise Group. I’m increasingly excited by the thought of where we may be in the next five years. The momentum and client growth make it an inspiring place to build the next phase of my career in retail.
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.