Rachael Webb.
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.
Time in current role/time at the company:
- Time in current role: 2 years
- Time at company: 6 years
How would you describe what the company does?
Sticki is an independent, data-driven creative marketing agency specialising in targeted creator and influencer content. We combine deep insight, high-volume content production and performance-based media to help brands scale creator-powered campaigns.
What do you do day to day?
My day to day remit varies A LOT. The core of my role is maintaining and building our agency's brand and partnerships – it's a lot of new business enquiries, campaign strategies, budgeting and cost projections, alongside maintaining our own agency brand across channels and managing the team day-to-day. After playing a core role in building Sticki, my limbs tend to be deep in a lot of pies at all times. I also spend a lot of time speaking at events, contributing to working groups and working with our partners on community focused events.
Define your job in one word:
FAST.
I got into the industry because:
I somewhat chanced upon the industry. The concept of describing my role at an influencer marketing agency to pre-graduating-high-school me makes me giggle. She simply would not know what on earth I was talking about. She wanted to be a singer!
My background is in design, and along the way I discovered my knack for relationship building. I went to Uni for fashion, and mid-way through was hit with the crushing reality of the design industry's rampant financial insecurity, simultaneously also discovered my eye for design, ability to talk to a brick wall (and likely convince them to agree with me) and fashion marketing. After moving through fashion and beauty, an agency was able to satiate my appetite for moving at pace across a lot of different skills.
What’s the biggest challenge you face in your role?
The creator industry evolves rapidly, and in an oddly disjointed way when compared to brands' broader marketing strategies. Adapting an entire business model to the rapid growth changes is tricky, but also building something meaningful when you have no choice but to move quickly can feel uncomfortable at times.
What’s the biggest industry-wide challenge you’d like to see tackled?
Financial transparency, and just creator transparency in general. When we started Sticki, with no real background exposure to creators, we had no idea how little is actually shared about where your creator spend is going, whose pockets it fills, and what performance you get out of it. An industry with access to so much performance data was built off the back of an industry with the exact opposite (traditional media), it's only now beginning to adapt.
Who has been a great mentor to you and why?
I wouldn't say I have a singular great mentor – I've had the benefit of speaking to a lot of amazing founders, business partners and industry experts throughout my career, and working with such a great team helps to navigate the chaos. Multiple perspectives help to build your own.
Words of advice for someone wanting a job like yours?
Say yes and don't be afraid to get your hands dirty. People can tell when you're hungry for something, show your appetite. Also, a lot of people don't ever say it, but show your real personality – don't establish a weird work persona – your personal brand helps more than you know, and there's nothing worse than branding yourself differently to your actual self.
If I wasn’t doing this for a living, I'd be:
How many answers can I give? I'd either be a fashion stylist or fashion writer contributing to a fun publication, a web & digital designer (I j'adore web design), literally on Broadway, or I'd own one of those fun little curated stores that also sells you some niche ceramics, accessories and fashion brands, a delicious cup of coffee, and whilst behind the counter I'd be freelancing as a creative. Or, I would be a detective (but in a Nancy Drew way, not so much Sherlock Holmes kind of vibe)
My philosophy is:
To speak a little French: C'est la vie.
My favourite advert is:
Have you had your inner health plus today has to take the cake. Sometimes the Telstra walking man with long arms appears in my dreams (idk he’s kinda cute).
Music and TV streaming habits: what do you subscribe to?
My media consumption is diverse – I could be sobbing in the car to Phoebe Bridgers or windows down blasting Slayyyter. You can often find me listening to a comedy podcast, curled up with a good book, playing Stardew Valley on my switch or watching any TV show with good character building & plot development that doesn’t have me guessing the whole plot in the first ep (I am a TV show psychic) bonus points if its SciFi / Fantasy adjacent, or a funny silly show with 20 min episodes.
Tell us one thing people at work don’t know about you?
Well they certainly don’t know my blood type (mainly because I don’t know it myself).
In five years’ time, I'll be:
Bullied by the Gen Alphas for being the old person in the office (I am Gen Z).
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