Industry Profile: Redengine GM and strategy director Jye Smith

By AdNews | 30 May 2018
Jye Smith

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. 

This week we speak to Redengine general manager and strategy director, Jye Smith.

Duration in current role/time at the company:

Eight (crazy) weeks.

How would you describe what the company does?

Company line: we create change through creativity in social media, content and brand.

What do you do day-to-day?

A lot of PowerPoint: it’s not cool, but it’s still my favourite tool to explain ideas, make things beautiful and frame a perspective. Internally, I’m trying to work out how to make people who think differently, work together.

Define your job in one word:

What I’m meant to say? Dynamic.

What I want to say? Importunate.

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

I never went to university, so I was about 19, and decided I couldn’t continue to develop adult sites my whole life. Although now I realise that industry is still the beacon for innovation.

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

Growing pains: Redengine is evolving into the next stage of agency growth with it a lot of cultural, structural and capability challenges to solve.

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

Lack of female representation in creative teams.

Previous industry related companies you have worked at:

PwC, Weber Shandwick, Switched On.

Who is/has been a great mentor to you and why?

Ian Rumsby (chief strategy officer, APAC at Weber Shandwick). Ian has had a fundamental influence on my career, life and just as a man. He really taught me the power of language, how to frame my thinking and how to wear a suit.

Words of advice for someone wanting a job like yours?

Make stuff on the side: I started my first podcast last year and began producing on the side, and am now about to launch my second. This changed my digital game. I learned copywriting a few years ago, and it’s changed my entire strategy game. Get strong at one skill, and learn peripherals. Be valuable, not just useful.

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

I’d love to be a teacher. Not high school – what dick heads – but primary or earlier.

My mantra / philosophy is:

You don’t have to be right, to get what you want.

My favourite advert is (and why):

Tesltra BigPond (Keep the Rabbits Out...)

Music and TV streaming habits. What do you subscribe to? (Spotify/Netflix etc)

Netflix and Spotify. OMG so much Netflix.

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

The first podcast that I created with Sara Tang is about sex, sexuality and sexual health (plug: Better in Bed on iTunes.)

In five years' time I'll be:

I am starting a new podcast series called Maker & Creator with Alex Adams, and I want to take that on the road and tour it full time. That’s all I’ll say.

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