Jacinta Cali.
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.
Jacinta Cali: Digital director at IMAB2B
Time in current role:
12 months.
How would you describe what the company does?
We help B2B companies grow through strategic marketing, campaigns, and execution across both digital and traditional channels.
What do I do day to day?
Day to day I oversee the planning and delivery of digital initiatives, working directly with clients, developers, and marketing teams to turn strategy into working outcomes.
Define your job in one word:
Producer.
I got into my industry because:
I was drawn to the digital industry early on because I’ve always been interested in both design and technology. In the early 2000s it was clear the future of communication was moving online, and digital platforms were becoming the front door for organisations. That intersection of creativity and technology shaped my career in digital strategy, design, and delivery.
What’s the biggest industry wide challenge you’d like to see tackled?
One of the biggest challenges in digital work is when expectations are ahead of digital maturity. Clients often have clear growth goals, but the organisational understanding of technology, processes, or governance needed to support that growth is still developing. Much of my role is helping organisations recognise that gap and guiding them through the steps needed to close it.
Previous companies:
Internetrix, Xpon Technologies Australia (XPN), Cali Digital.
Notable campaigns/initiatives:
From more recent times with IMA:
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Digital strategy development for the Motor Traders’ Association (MTA)
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United Rentals Australia multi-site digital consolidation into a Drupal platform
From longer ago:
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Nsw.gov.au SilverStripe CMS development and WCAG compliance programs lead circa 2017 (Internetrix)
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Delivery of Petronas Digital’s design system accessibility consulting program 2023-2024 (XPON)
Who has been a great mentor to you?
A great mentor for me has been my friend and former HR consultant, Kate Quinlivan from Qulture. She’s been a steady support through some pivotal moments in my career - becoming a mum, navigating a business acquisition and merger, and running several micro startups. Through those experiences she helped me see the value in people and understand that successful strategy requires the right people and culture.
Words of advice:
The standards you chose to walk by are the standards you accept.
If I wasn’t doing this for a living:
I’d be doing something without a desk, probably in allied health.
My philosophy is:
Momentum over perfection. I believe in steady, incremental progress and never stop learning.
My favourite advert is:
I’m loving Kia’s 2026 collaboration with REZZ to put emphasis on ‘next level tech.'
Subscriptions:
Google (all the things), DOAC, Netflix, Disney+, ABC iView, Adobe, Slack, ChatGPT.
In five years’ time I'll be:
By five years’ time I will have helped establish strong digital and AI capability within the agency, delivering smarter marketing solutions and leading teams that bring strategy and technology together.
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