Chelsea Craddock.
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.
Chelsea Craddock: Strategist at Bonfire
Time in current role/time at the company:
I moved into my current strategist role in March 2026 as part of Bonfire’s expansion into Melbourne. I originally joined Bonfire several years ago before spending two years in Toronto expanding my career internationally before returning to the agency in December 2024.
How would you describe what the company does?
Bonfire is a performance-driven digital marketing agency focused on helping businesses grow through strategy, media, creative and data-led decision making. We work closely with clients to solve real business problems, not just deliver marketing activity.
What do you do day to day?
A mix of strategy, business development and problem solving. My role involves working with businesses to identify growth opportunities, translating business challenges into actionable marketing strategies, and helping build Bonfire’s presence in Melbourne. No two days are the same really, which is something I enjoy.
Define your job in one word:
Problem-solver.
I got into the industry because:
I’ve always been drawn to the intersection of analytics, digital culture and performance. I loved the idea that marketing could be both creative and measurable, where you can test ideas, understand human behaviour and directly influence business growth.
What’s the biggest challenge you face in your role?
The pace of change. AI and advertising platforms are evolving incredibly quickly, so staying ahead while also helping clients navigate what actually matters versus what’s just hype is a constant challenge.
What’s the biggest industry-wide challenge you’d like to see tackled?
Better measurement and more commercially-minded thinking. There’s still too much focus on short-term metrics or platform-specific results without understanding the bigger business picture. I’d love to see the industry get better at speaking the language of business outcomes, not just marketing metrics.
Who has been a great mentor to you and why?
My parents. They both built their own businesses from the ground up and created incredibly successful careers through hard work, resilience and backing themselves. Watching that firsthand shaped a lot of my mindset around ambition, problem-solving and the importance of building genuine relationships in business.
Words of advice for someone wanting a job like yours?
It requires a lot more analytical thinking than people expect. Learn how businesses operate before getting too caught up in platforms and tactics. Understanding consumer psychology, commercial objectives and client pain points is what ultimately makes someone valuable in this industry.
If I wasn’t doing this for a living, I'd be:
Probably working in event or touring management, or somewhere within the travel industry. I’ve always been drawn to fast-paced environments that facilitate unique culture and experiences.
My philosophy is:
“A flower can be healthy and still fail to grow in the wrong environment. Stop measuring your worth from people who fail to see it.”
My favourite advert is:
Dumb Ways to Die for Metro Trains. I loved how it evolved beyond a traditional advertising campaign and became something people actively engaged with through gamification and culture. It’s a great example of marketing creating genuine behavioural impact.
Music and TV streaming habits: what do you subscribe to?
Spotify and Netflix are essentials. I’m also a regular podcast listener, particularly The Diary of a CEO. Guilty pleasure? Definitely Love Island on 9Now.
Tell us one thing people at work don’t know about you?
I’m a huge UFC and boxing fan and have competed in the Victorian Amateur Boxing League (VABL). A lot of the mental discipline from combat sports is surprisingly transferable to my role. Staying calm under pressure, being adaptable, and constantly learning from performance.
In five years’ time, I'll be:
Hopefully leading strategy or product growth on an international level. I enjoy building things, solving complex business challenges and helping brands scale, so I’d love to continue growing into a broader leadership role.
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.