Industry Profile: King Kong founder and head of growth Sabri Suby

10 August 2021

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.

This week we speak to King Kong founder and head of growth Sabri Suby.

Time in current role/time at the company:
Seven years.

How would you describe what the company does?
We help our clients get more clients by increasing their traffic, leads, and sales.

What do you do day-to-day?
I spend every single hour of my time at work on growing the business. If a task isn’t helping me grow the business, I either get rid of it or delegate it.

Define your job in one word:

I got into marketing because:
My first job was in sales, which is the gateway drug to marketing. In every business I ever worked at, I always ended up being the best at figuring out one task: how do we get more customers?

What’s the biggest challenge you face in your role?
Managing the demand and supply side of our agency. I’m laser-focused on growth, but in order to grow, there needs to be enough resources available to make those tasks happen. It’s a constant balancing act.

What’s the biggest industry-wide challenge you’d like to see tackled?
Agencies not reporting the real metrics that matter. It’s time for clicks, likes, and vanity metrics to be replaced with ROI and real business outcomes.

Notable campaigns you have worked on:
Koala, Metricon, Nimble.

Who has been a great mentor to you and why?
My mother. She has an incredible work ethic and has instilled her values into me since a young age, which has really served me well, especially in the world of business.

Words of advice for someone wanting a job like yours?
Learn to love the boring stuff, chase difficulty, and learn to practice delayed gratification.

If I wasn't doing this for a living, I'd be:
A hedge fund manager.

My mantra is:
Become somebody that’s worthy of success, don’t just wish to become successful.

My favourite advert is:
Gary Halbert's coat of arms letter, which is widely considered to be the most mailed piece of direct marketing in the world.

Music and TV streaming habits. What do you subscribe to? 

Tell us one thing people at work don’t know about you?
I used to busk at the markets with a harmonica to earn money on the weekends.

In five years' time I'll be:
Closer to living up to my full potential.


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