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.
Jaclyn Hadida: country manager ANZ at InMobi
Time in current role/time at the company:
Three months.
How would you describe what the company does?
InMobi is a leading provider of content, monetisation, and marketing technologies that help fuel growth for industries around the world.
What do you do day-to-day?
I lead the commercial team for Australia and New Zealand at InMobi. My main focus is on strategic partnerships, revenue growth, and deepening agency relationships. I do this on a day-to-day basis which then translates into in-depth conversations with internal and external stakeholders about how InMobi can help brands drive efficiency and scale at all levels when it comes to mobile marketing.
Define your job in one word:
Transformational.
I got into marketing/advertising/media/ad tech because:
I love building relationships; I am a salesperson at heart who moved to the ad tech industry because the creativity and technological innovation behind the media ecosystem gets me curious and excited.
I love helping people understand how each unique offering can influence consumers while generating revenue for the brand. The evolution of the ad tech landscape is one I am proud to be a part of. I hope I am helping contribute to progressive change and I am relishing the learnings that come with it.
What’s the biggest challenge you face in your role?
Undoubtedly, this role is a whirlwind of ever-changing industry behaviours, trends, and fragmentation of media. This can be exhilarating but it is a lot to keep up with! In the ad tech space there is a lot of innovation as well and InMobi, with it’s programmatic first platforms in ANZ, has always tried to balance our global platform strategy with local nuances.
This is the exact challenge that I relish in my role here. I will be working towards educating and driving adoption among brands and agencies.
What is the biggest industry-wide challenge you’d like to see tackled?
Cross-device attribution between mobile web and in-app activity – it is indeed a challenge to successfully and seamlessly measure a user's journey from one to the other. Programmatic advertising is there to ensure efficiency and ease, however, measuring across both touchpoints on mobile has its hurdles via all DSPs.
Combatting this attribution across devices will broaden a marketer’s reach, expand the scale, and grow incremental revenue across the mobile offering in the market.
Previous industry-related companies you have worked at:
Taboola, Are Media (Formerly Bauer Media and ACP), Nine (Formerly Fairfax Media), and NewsCorp.
Words of advice for someone wanting a job like yours?
Be curious. Ask questions and immerse yourself in information outside of your immediate role. Experiencing the good, the bad, and the ugly helps shape you as a person, builds a solid professional backbone, and helps tap into the self-awareness component of your growth. Don’t let fear get in the way, but rather step into the deep end and learn from the experience.
If I wasn't doing this for a living, I'd be:
A child psychologist
My mantra / philosophy is:
Whatever happens, happens for a reason.
My favourite advert is (and why):
‘Dove Self Esteem Campaign’ https://www.youtube.com/watch?v=X-qX-nzWUdc
Helping build body confidence is crucial for parents to enable their children to live with positive affirmations, supportive talk, and debunking stereotypes. Social media plays a huge role in kids' lives today where they adopt unhealthy standards of what they believe is the ideal healthy body image, the way they should look, and how perfect they need to be. This campaign leads the positive body image narrative; spreading the word and changing society’s perception of what it means to be perfect.
Music and TV streaming habits. What do you subscribe to?
Netflix, Binge, Disney +, Paramount +, and Amazon Prime.
Tell us one thing people at work don’t know about you?
I’m fluent in speaking, reading and writing in Russian.
“Ya, svobodno govoryu, chitayu ee pischu po Ruski”
In five years’ time I'll be:
A mum of a teenager and a 10-year-old who have set an example of what perseverance and respect can do for your character and professional career goals. I will still be in ad tech; nurturing and expanding my network of relationships and ‘passing the mic’ to ensure women within my organization are seen, heard, and elevated for their successes.
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