Melissa Cullen.
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.
Melissa Cullen: Managing director for APAC at Hotwire.
Time in current role:
3 years
How would you describe what the company does?
Hotwire is a global comms and marketing agency. We work with brands and businesses that have a tech or innovation story to tell. For us it’s about showcasing the impact our clients have on audiences that matter. Tech is also in our DNA – and we’re using our experience and expertise to help our clients navigate the massive changes AI has brought to the industry. For example, through our AI Lab, we’ve built some very cool tools and services that have helped them shift their focus from content volume to predictive intelligence and GEO. It means their stories remain discoverable and trusted amidst the noise.
What do you do day to day?
I lead the APAC team at Hotwire who manage the communications efforts for multiple clients in this region. My role is to support them and enable them to consistently deliver excellent support to our clients. We have a real mix of global and local clients, so my day to day can be anything from providing strategic counsel to a client on existing work to collaborating with colleagues in other markets regarding a global campaign. There’s never a dull day.
Define your job in one word:
Diverse
I got into the industry because:
I studied communications right out of school. A careers advisor recommended it and apart from a stint in marketing, I’ve always been involved in communications. Right now, communications is having a ‘renaissance’ in the eyes of many business leaders, but for me, the work we do has always driven genuine business impact.
What’s the biggest challenge you face in your role?
Educating our existing and new clients of the power of communications in the age of AI. We have a seat at the table and are uniquely placed to transform not only how businesses shift the way they work today but how their stories become visible to humans and machines.
What’s the biggest industry wide challenge you’d like to see tackled?
Communications is more relevant than ever. We have always been the storytellers – and we know how to make the stories visible as AI transforms the way we work and consume information.
Who has been a great mentor to you and why?
I’ve learnt from so many leaders along the way – whether that’s client side or in the businesses I’ve work in. I’ve also leaned on friends and family to help navigate some of the biggest challenges – balancing work with family and being your best self. It’s not always easy.
Words of advice for someone wanting a job like yours?
Be curious. Be kind. Be organised and be prepared. You also have to love what you do – so find a role that inspires you to do your best and the rest will come.
If I wasn’t doing this for a living, I'd be:
Leading a professional sporting organisation.
My philosophy is:
I’m not very philosophical but I love Cinderella’s mantra: “Have courage and be kind.”
My favourite advert is:
Anything with a puppy in it. Preferably a Labrador or Golden Retriever.
Music and TV streaming habits:
I love everything from Pink to Chisel to Teddy Swims. Give me some old classics any day or a great power ballad from the 80s. Streaming – everything. We have a subscription problem in our house. Still doesn’t stop me from flicking for an hour trying to find something to watch.
What do you subscribe to?
Turning up. Giving back.
Tell us one thing people at work don’t know about you?
I walked down the aisle to a recording of me singing a jazz song – a surprise for my husband Greg.
In five years time I'll be:
Turning up. Giving back.
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