Industry Profile: Nuffnang MD, Felicity Grey

Lindsay Bennett
By Lindsay Bennett | 27 May 2016
Nuffnang MD, Felicity Grey

Our Industry Insights Profile takes a weekly look at some of the professionals working across the advertising, ad tech, marketing and media sector in Australia. It aims to shed light on the varying roles and companies across the buzzing industry. 

Today we head to Melbourne to speak to Nuffnang Australia managing director, Felicity Grey.

Duration in current role/time at the company:

Two and half years.

In one sentence, how would you describe what the company does?

Nuffnang Australia is an influencer marketing and social media solutions company across all digital platforms.

In one sentence, what does your role involve?
I am responsible for driving growth of Nuffnang in Australia, managing the team of 16, overseeing the successful delivery of more than 300 influencer campaigns per year for Australia’s leading brands and working closely with our Bloggerati talent.

Within the last six months/year, what stands out as the company’s major milestones?

Launching our Sydney office last year in partnership with Qantas and Destination New South Wales, we also ran a Bloggerati Getaway. This year we’ve also launched our video offering to produce highly shareable, entertaining and affordable video content which has been very well received by our clients. Our talent have achieved amazing things and we’ve been steadfast in supporting them behind the scenes, it’s not about us, it’s about them; book launches, babies, new businesses, TV and radio and plenty more.

Best thing about the industry you work in:

The creative guns we get to work with every day.

Previous industry related (ad land/ad tech) companies you have worked at:

I’ve worked in communications in Victorian State Government, some PR agency time before founding my own PR agency Theory Crew, which partners with some great brands.

Career-wise, where do you see yourself in three years time?

I love what I do and shaping the success of both influencers and my team. I also love working with the latest developments in digital media, it’s ever changing and keeps you on your toes.

What is the elephant in the room? The thing that no one is talking about – but they should be.

I think it’s about transparency. As an industry in its infancy, influencer marketing is largely unregulated so the few influencers that make false claims about their stats can really let the whole industry down.

At Nuffnang we’re totally transparent about numbers. We want a long-term, viable and sustainable industry and we're educating brands and agencies on the types of questions to ask influencers before working with them, to ensure they get what they pay for. We believe great content is not all about reach. You can always amplify content to achieve reach, but not everyone can create great content.

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

I’m actually really nice…sshhh.

Top networking tip:
Be your charming self and actively push yourself out of your comfort zone.

My favourite restaurant for a business lunch is:

Any place where you can order share plates, it’s a great ice-breaker and anywhere not too noisy. I gotta say Chin Chin is up there.

My favourite advert is:

'Not happy Jan' - Clemenger BBDO Melbourne

My must-have gadget is:


My favourite media is:

Do you need to even ask! Blogs of course.

My favourite TV show is:

House of Cards.

The last book I read:

I am in the middle of a few…

My mantra / philosophy is:

Don’t be afraid of hard work and be fearful of mediocrity.

I got into advertising/ad tech/marketing etc because:

I love communication and I want to work with creative people.

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

Starting another business.

In five years' time I'll be:

25 and a half ;-)

Define your job in one word:


What's your poison:

Love a red wine.

If you'd like to take part in our Industry Profile or our new Young Gun profile, please email

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