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.
This week we speak to Reeton Media managing director/chief content officer Sheree Mutton.
Time in current role/time at the company:
How would you describe what the company does?
We help brands engage with their audience through tailored content marketing, reinforce brand storytelling with clever copywriting across print and digital media, and drive positive media exposure through strategic communications.
What do you do day-to-day?
Every day is different, but it usually involves researching, interviewing, writing, client meetings, strategising and brainstorming content marketing ideas that are going to capture and connect audiences. It really is a dream role, combining creativity, literacy, design and strategy.
Define your job in one word:
I got into content marketing because:
I could see the shift in media happening right before me. I found that brands were looking to invest in their owned media across various content platforms and they needed trained wordsmiths and creatives to help them plan, execute and deliver results.
What’s the biggest challenge you face in your role?
The challenge is juggling multiple projects and meetings throughout the day. I always take 10 minutes to reset after client meetings before I jump into another one, and as a small agency we never have more than 15 clients on the books at once for this very reason.
What’s the biggest industry-wide challenge you’d like to see tackled?
Our industry as a whole is facing so many challenges, but in a world where there’s so much content and, in particular, ‘fake’ news, I’d like to see more brands invest in factual, well-researched and personalised content that will establish credibility and trust with consumers.
Previous industry-related companies you have worked at:
I began my career in broadcast television at Fox Sports News - Premier Media Group, before moving onto Fairfax Media and The Australian Women’s Weekly - Bauer Media.
Notable ads/campaigns you have worked on:
Over the past three years, we’ve worked on some incredible content for Destination NSW, Ego Pharmaceuticals, Shaver Shop, Priceline Pharmacy and Business Chicks. We also worked with the McGrath Foundation and Chifley on copy for their new websites, and managed media/communications for a range of companies and organisations such as AusDiagnostics, South Pacific Private and SurFebruary.
Who is/has been a great mentor to you and why?
I’ve been lucky to have some amazing leaders and mentors in my career. John Burfitt was my lecturer back at university in 2008 and has always helped me believe in myself when the chips are down. My former editors – Kim Doherty, Helen McCabe and Juliet Rieden – all helped me in different ways at The Australian Women’s Weekly (to be a better writer, to forge stronger relationships in the corporate space and why you should always trust your intuition). I also had some great editors and sub-editors at Fairfax Media guide me as a young journalist.
Words of advice for someone wanting a job like yours:
To hone your craft as a writer, continue upskilling and learning about the latest content tech tools so you’re offering the best to clients, and surround yourself with people who are more intelligent than you are.
If I wasn't doing this for a living, I'd be:
A screenwriter or an interior designer.
My mantra / philosophy is:
Luck is what happens when preparation meets opportunity – Seneca.
My favourite advert is:
I’m loving the new TV commercial from EXTRA – For When It’s Time. It’s clever, funny and really captures what a strange time it has been for us all since the onset of the pandemic.
Music and TV streaming habits. What do you subscribe to?
When my husband and I get some downtime, we’re watching SBS On Demand and ABC iView.
Tell us one thing people at work don’t know about you?
I launched a startup jewellery and accessories business when I was 22 after spending three months in New York City. The business sold more than 2000 pieces in 18 months, before I closed it down. Although it only had a short lifespan, it has actually helped me gain a better understanding of many of our e-commerce clients now.
In five years' time I'll be:
Using new technologies and tools, and hopefully discovering new ways of telling interesting stories to help businesses and brands connect with their audiences. I’m fascinated by AI in the marketing space and I have no doubt there will be new mediums and platforms.
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