Our Industry 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.
For our last profile we spoke with Ooyala APAC general manager Steve Davis.
This time we speak to RadiumOne marketing director Jodie Koning.
Duration in current role/time at the company:
In one sentence, how would you describe what the company does?
We run more effective digital marketing campaigns by leveraging the sharing economy and dark social - finding high value audiences for brands and targeting them via paid media.
In one sentence, what does your role involve?
Get people excited about RadiumOne across the region – who we are, what we do, the problems we solve for brands.
Within the last six months/year, what stands out as the company’s major milestones?
Six months ago we launched a new brand story that centres around finding and activating ‘Connections That Matter’ for brands. As part of the roll out, we have simplified our story, taken a stance on using only ‘real language’ and have been focused on driving transparency for our partners. We left behind the flawed and unsophisticated programmatic last click and view metrics, opting for delivering against real business outcomes for brands. This has been recognised in the last 12 months, with RadiumOne winning 8 awards for data driven marketing – a great achievement.
See here for: Ad Tech 101: Dark social's role in the sharing economy
Best thing about the industry you work in:
Diverse and passionate people
Previous industry related companies you have worked at:
I have worked client side for companies such as Diageo, McDonald’s and Blackmores and have worked in commercial radio as the Marketing Director at ARN. Martech is a new adventure.
Career-wise, where do you see yourself in three years time?
Still trying to figure out the wonderful and ever-changing world of martech
What is the elephant in the room? The thing that no one is talking about – but they should be.
The honesty and knowledge gap in the industry – more people need to fess up when they don’t get it.
Tell us one thing people at work don’t know about you?
I named the airline “Virgin Blue” prior to the launch back in 2000. Unfortunately, I was never awarded the promo prize – a lifetime of free domestic flights, but that’s another story.
Top networking tip:
Be interested, be authentic and know when to cut and run.
My favourite restaurant for a business lunch is:
I haven’t done many business lunches in the last six months. Brooklyn Hide in Surry Hills is definitely my favoured coffee place.
My favourite advert is:
My most recent favourite is the “Mothers Day” ad for Gatorade out of the US. I have 2 little boys, so it hit me right in the heart. There may have even been a tear.
My must-have gadget is:
My favourite media is:
My favourite TV show is:
Suits – eagerly awaiting the upload of season 6 to Netflix
The last book I read:
The Wonkey Donkey – was a big hit with my 3 year old.
Myself – Blue Ocean Strategy, W. Chan Kim and Renee Mauborgne
My mantra / philosophy is:
Don’t waste time worrying about things that are out of your control
I got into marketing because:
I wanted to stop faking it and start making it in the world of digital marketing
If I wasn't doing this for a living, I'd be:
Running a yoga retreat on a tropical island somewhere
In five years' time I'll be:
Replaced by a marketing bot
Define your job in one word:
What's your poison:
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