Our Industry Profile takes a 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.
This week we spoke to Hayu's country marketing manager, Ashleigh Grier.
Time in current role/time at the company:
How would you describe what the company does?
NBCUniversal International’s hayu is the first all-reality SVOD service of its kind, providing a welcome escape for consumers from their hectic lives through a curation of over 5,000 episodes of the very best U.S. and international reality TV content.
What do you do day-to-day?
I lead the marketing & PR strategy for Australia, driving brand awareness, engagement, reach and subscriptions. My day-to-day includes a combination of strategy, analysis, ideation and execution… making every day feel as fresh as Kylie Jenner’s manicure or as compelling as our new true crime acquisitions.
Define your job in one word:
I got into advertising/ad tech/marketing etc because:
It satisfies both sides of the brain.
What’s the biggest challenge you face in your role?
Initially Hayu launched as an unknown brand in a market where SVOD was still relatively new. However, being so agile we were able to use our challenger brand status to our advantage, which has since accelerated growth.
On a personal level, working in a multi-territory start-up environment has been both challenging and rewarding.
What’s the biggest industry-wide challenge you’d like to see tackled?
The increase in content fragmentation brings increased audience segmentation – which is a challenge and an opportunity for studios, media owners and consumers to navigate.
Previous industry related companies you have worked at:
20th Century Fox, Mi9/Nine Entertainment Co, Video Ezy, TEG Live.
Who is/has been a great mentor to you and why?
I’ve been fortunate to have crossed paths with many amazing humans throughout the years including Karim Messih, Emma Anderson, Kristen McGrath, Justin Papps, Jo McAlister… the list goes on. I’m grateful to all those who have supported, inspired and shaped me into the person I am today. Combined, these inspirational leaders have taught me the importance of such qualities as resilience, commitment, enthusiasm, integrity, empathy and fostering a positive team culture.
Words of advice for someone wanting a job like yours?
Build a network of professional peers that you can bounce off, proactively approach companies you’d like to work for and, most importantly, don’t be afraid to back yourself.
If I wasn't doing this for a living, I'd be:
Opening a wine bar.
My mantra / philosophy is:
Challenge yourself. When you’re outside your comfort zone, great things can happen.
My favourite advert is (and why):
Amazon Audible’s content series featuring Michael Bolton – it made me LOL! Plus, it has slow-mo horses. The Aussie Audible team did a cracking job here.
Music and TV streaming habits. What do you subscribe to? (Spotify/Netflix etc)
I am a film and TV junkie. I subscribe to Hayu (naturally!), Stan, Netflix and Amazon Prime – and I use FTA streaming apps.
Tell us one thing people at work don’t know about you?
I play competitive cribbage.
In five years' time I'll be:
Helping NBCUniversal International and Hayu to achieve on-going expansion goals.
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