Industry Profile: Lanai Wiadrowski at oOh!media

By AdNews | 2 November 2023
Lanai Wiadrowski.

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.

Lanai Wiadrowski: sales director – NSW Agency at oOh!media

Time in current role/time at the company: 

16 months in current role, nine years with oOh!

How would you describe what the company does? 

oOh! is the market leading out of home company in Australia. Our goal is to create the best environment for our people, communities and brands by being transparent and accountable as we strive to inspire a better future.

What do you do day-to-day? 

I lead the NSW agency business. It’s my job to oversee a team of almost 40 talented people who are passionate, and inspiring sales professionals. My team looks after the Tier 1 Agency relationships in NSW.  

Define your job in one word: 


I got into the media industry because: 

I was curious about this progressive industry and was eager to challenge myself by building a career in a sector that could foster my flair for sales and strategy. In hindsight, I had no idea what I was walking into when I first joined the industry, but I have certainly not looked back.

What’s the biggest challenge you face in your role? 

I have a three-year-old son, and the juggle can be real. Balancing my family, career and myself is not always easy but I’m constantly stocktaking priorities and reassessing where I need to be spending my time. I try to be honest and real with my team about the juggle. I have also learned to centre on my why and try to be kind to myself in the process on the days I don’t get it right. Right now, I’ve got a great balance, and my family is thriving.

What’s the biggest industry-wide challenge you’d like to see tackled? 

The pandemic bred a short-term focused industry, and in some ways, advertisers are still evolving from those behaviours. While the digital revolution enables brands to activate quicker than ever before, I’d love to see brands plan further ahead to support the agency ecosystem. By adopting this principle, it will allow all of us to have more capacity to execute more innovative and impactful work that will drive greater outcomes.

Beyond this, I think about my son, and the future of work for him. What am I doing now as a leader of future leaders, to ensure future generations have the same, if not more opportunity than I have been afforded? As AI develops and technology improves, how are we supporting and building the capability and opportunity for emerging talent in the industry?

What are you most excited about in the next 12 months?

I’m most excited about our network expansion into new greenfield locations across Sydney Metro, Martin Place Retail Precinct and Woollahra Council. These locations will give brands access to premium audiences. This is very exciting for us and the broader OOH sector.

Who has been a great mentor to you and why? 

In recent years, the women who have played a mentoring role in my journey have supported me and encouraged me to trust my voice, instinct and impact as a female leader in OOH, and have also supported me in thriving to be the most impactful working mum I can be. They include Cathy O’Connor, Bel Harper, Jess Winterburn and Hannah Pritchard. My very first boss in a previous career chapter, Luke Mackay, had a profound impact on my career and saw my potential as a young leader, trusting me with big responsibility. He challenged me to grow quickly and back myself. It was an incredible training ground.

Words of advice for someone wanting a job like yours? 

My top tips are to: lean into your authenticity; be clear on your expectations and boundaries; trust your instincts; own your growth and development; and build a team around you who are diverse and complimentary to you.

If I wasn't doing this for a living, I'd be: 

A wedding singer…

My mantra is: 

Look on the bright side, and always respect the privilege of leadership and how your influence may impact someone’s life or career journey.

My favourite advert is (and why):

The original 'Still Call Australia Home' Qantas ads created by Mojo always get me.

Music and TV streaming habits: what do you subscribe to?

I love to listen to podcasts. I often send random podcasts to my team. Right now, I’m listening to the 'The Matilda’s Effect' podcast from the ABC’s ‘This Working Life’ on repeat and I’m also loving the diversity of content and thinking on The Imperfects.

Tell us one thing people at work don’t know about you? 

I run to Limp Bizkit and can rap Eminem like it’s no one's business.     

In five years' time I'll be: 

Thriving in an executive role developing the media leaders of tomorrow!


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