Kristian Waller.
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.
Kristian Waller: Chief customer officer at Rubii
Time in current role/time at the company:
Just over a year.
How would you describe what the company does?
Built on agentic AI architecture, Rubii is an AI-powered media operating system designed to act as the operational spine of modern media teams. It unifies fragmented data and workflows across campaign delivery, reporting and finance functions, enabling teams to operate faster, leaner, and more intelligently.
Rubii seamlessly connects, monitors, optimises, reports, and reconciles cross-channel and cross-platform campaigns in real-time. A market-fit media operating system solution for agencies, brands, publishers, retailers, and SMBs.
What do you do day to day?
As CCO at a start-up, the role is incredibly broad and hands-on, which is something I am really enjoying. In addition to growth, I’m responsible for everything from shaping customer strategy and strategic partnerships to getting into the detail of day-to-day execution. One moment I’m working with clients and partners to understand their evolving needs, the next I’m feeding that insight directly into product, unblocking an implementation issue, or even creating our next batch of merch.
Because we’re still early-stage, there’s no real separation between strategy and execution; you have to do both. That means wearing a lot of hats: building c-suite relationships, connecting with strategic partners, but also jumping into the operational detail where needed to make sure things actually work in practice.
At its core, my job is to make sure customer value is realised - and that what we promise as a business is consistently delivered, refined, and improved.
Define your job in one word:
Connector
I got into the industry because:
I studied marketing and, like many in this industry, I fell into it almost by chance. But I stayed because there really isn’t another industry like it - the people, the pace, the creativity, and the opportunity to have a bit of fun along the way. We’re incredibly lucky that so many of us “fell” into it and ended up building lifelong friendships.
For those of us who remember the earlier days fondly, it’s fair to say the industry has become more complex over the past decade - and let’s be honest -in some ways, less “fun”. But I genuinely believe we’re entering another shift. As operating models evolve and we unlock greater efficiency through better infrastructure and technology, we’ll get something important back: time. And with it, more space for human connection that made this industry special in the first place.
What’s the biggest challenge you face in your role?
There are definitely a few challenges, with AI fatigue a central theme, but if I had to pick one that I see popping up more and more, I’d say it’s the builder vs buyer mentality.
With AI tools so readily accessible, we are seeing an increasing number of businesses believing that they can quickly build what others have spent years perfecting- ignorant to the fact that building a customised system actually creates an invisible second business: the business of maintaining the thing you’ve built.
Those that persist are often presented with an “AI veneer” that doesn’t always match expectations - leaving them with 12 months of misused resource and a huge hole of technical debt.
What’s the biggest industry-wide challenge you’d like to see tackled?
The biggest gap between when I started in this industry and now is how we all connect. It’s increasingly becoming a lost art form. New recruits don’t often see the value in it, and most structures aren’t set up to allow the freedom and space to drive it.
I firmly believe that as our industry shifts, and we see the traditional shape and infrastructure of organisations change, it will ultimately lead back to deeper connectivity. The importance of relationships will come full circle.
Who has been a great mentor to you and why?
25 years is a long time to do anything, and I’ve been lucky enough to work with a range of incredible leaders, colleagues and friends whom I’ve learned from and alongside.
It’s a long list, but I’m lucky enough to count the likes of Tim Murphy, Sean Rigby, Leigh Terry, Brendon Cook, Pete Colosimo, Nikki Hobin, Hannah Pritchard, and, most recently, Rubii Founder and colleague, Ben Holmes, as some of the individuals who I feel have had the biggest impact on my growth over the years.
Amongst other things, I’ve learned the importance of embracing your entrepreneurial spirit, the value of a strong relationship, leading with humility, and acknowledging my weaknesses as I embrace my strengths.
I’d also be a goose if I didn’t acknowledge the role my wife Hayley plays as a constant soundboard and source of encouragement.
Words of advice for someone wanting a job like yours?
Park the ego, embrace the pace, and roll up the sleeves.
If I wasn’t doing this for a living, I'd be:
I’d want to win the lotto, because there isn’t much else I’m good at!
My philosophy is:
Just don’t be a dick.
My favourite advert is:
For video – I love “Mr Wind” for Epuron. It’s a timeless classic.
I’m also a sucker for good OOH creative, and Maccas use of simplistic iconic brand triggers over the last few years is class.
Music and TV streaming habits: what do you subscribe to?
Too many. All the usuals - Spotify, Kayo, Netflix, Apple TV, Disney.
Tell us one thing people at work don’t know about you?
I’m the one eating all the cookies.
In five years’ time, I'll be:
-
Hectic.
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