Industry Profile: Carat chief digital officer, Sarah James

Pippa Chambers
By Pippa Chambers | 6 May 2016

Our Industry 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.

Today we head to Melbourne to speak to Carat chief digital officer, Sarah James.

Duration in current role/time at company:

Two years in current role and four years at Carat.

How would you describe what the company does?

Provides business value through our command of media convergence.

What does your role involve?

Driving the digital agenda to ensure we reach our mission of 100% digital by 2020 (40% programmatic & 60% underpinned by data and analytics). I work closely with technology partners, global media partners, and digital agencies to keep Carat clients at the forefront digital evolution.

Within the last six months/year, what stands out as the company’s major milestones?

Winning Agency of the Year in 2015.

Best thing about the industry you work in:

The people – fabulous, energetic, crazy and passionate.

Previous industry related (ad land/ad tech) companies you have worked at:

Mediacom – five years both in Melbourne and New York City.

Career-wise, where do you see yourself in three years’ time?

Navigating the fabulous world of technology and bringing the best tech partnerships and opportunities to clients.

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

I was a photographer prior to working in media.

Top networking tip:

Ditch email – face to face is key.

My favourite restaurant for a business lunch is:


My favourite advert is:

Too many to name one.

My must-have gadget is:

Any cool fun apps on my smartphone – the latest MSQRD.

My favourite media is:

Digital (obviously).

My favourite TV show is:


The last book I read:

The Rosie Project.

My mantra / philosophy is:

Lead with passion.

I got into advertising/ad tech/marketing etc because:

I love technology and the moving image.

If I wasn't doing this for a living I'd be:

A psychologist.

In five years' time I'll be:

100% digital.

Define your job in one word:


What's your poison:

Aperol Spritz.

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