Industry Profile: Rocket Fuel sales director ANZ, Elizabeth Adeniji

Pippa Chambers
By Pippa Chambers | 10 August 2015
Elizabeth Adeniji

Update: See The great escape – more ad tech shake-outs

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.

This week we head to Sydney to meet Rocket Fuel sales director ANZ, Elizabeth Adeniji.

Duration in current role/time at the company:

Almost a year.

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

Rocket Fuel is one the world’s fastest growing ad tech companies, harnessing artificial intelligence to deliver industry-leading programmatic media-buying.

In one sentence, what does your role involve?

I am responsible for the commercial success of Rocket Fuel in Australia and New Zealand.

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

Rocket Fuel in Australia has come from a standing start to become one of Australia’s leading digital marketing companies in just over a year, which is pretty amazing. On a personal note, something that I am particularly proud of is Rocket Fuel’s ongoing sponsorship of the Future Female Leaders in Ad Tech.

Best thing about the industry you work in:

The speed of innovation, the emergence of new technologies and platforms and the phenomenal growth potential of programmatic advertising in ANZ means we’re in a constant state of change which is very exciting in itself. Machine assisted automation and Artificial Intelligence will continue to disrupt our industry for the better. The current complex online environment is very daunting, with so many single point solutions. However the creation of end to end platforms (like Rocket Fuel’s combined DSP and DMP), that bring all these individual elements together and genuinely simplify things for advertisers will help drive a real shift of budget to Programmatic.

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

Prior to working at Rocket Fuel I helped to launch Bing and Microsoft Search’s ad platform in the UK. More recently, I led the successful launch of the Fairfax Exchange and deployment of new DR and Data driving ad products at Fairfax Media.

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

Helping to expand Rocket Fuel’s presence in APAC and having completed an MBA along the way.

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

I once trained in a circus building human pyramids, tight rope walking and juggling. All of which prepped me for the digital media circus.

Top networking tip:

Always take the time to network with people at all levels from the really junior to very senior. Anyone at any level has the power to add value.

My favourite restaurant for a business lunch is:

Sake in the Rocks – I’m a massive sushi lover. Oh and if I could bring Heston’s “Dinner” restaurant from London to Sydney, it would become my favorite restaurant too.

My favourite advert is:

The John Lewis Christmas ads nail it every year because it empathises Christmas and the good in people.

My must-have gadget is:

GHDs. Look it up boys - no woman is complete without one!

My favourite media is:

Pinterest. It is a visual delight.

My favourite TV show is:

I admit to being a HUGE fan of Game of Thrones. I’m still recovering from the last season!

The last book I read:

The Wolf of Wall Street

My mantra / philosophy is:

If nobody sees you eating it, it doesn’t contain any calories.

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

After studying computer science in the early 2000’s I wanted to rebel and work in the fashion industry for a high-end glossy magazine company like Vogue. My dream was to tour the world, interview celebrities, attend fashion shows, drink copious amounts of Champagne and have my own magazine column! Instead, I found myself working for a very small independent IT magazine. I was hired as a marketing manager, running an exec support team of five school dropouts as part of a government scheme to get rogue teenagers off the streets of London. I loved it! I was given so much autonomy and learnt a lot. One of the projects I spearheaded was identifying and launching new revenue streams for the business. This led me to online advertising in the very early days of paid search and affiliate marketing and so the digital journey begun … once a nerd always a nerd.

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

A property mogul, buying and renovating run down houses and apartments.

In five years' time I'll be:

38! ;)

Define your job in one word:

Crescendo - a progressive increase in intensity.

What's your poison:

Lychee Martini


Did you catch these other Industry Profiles?

Industry Profile: Archibald/Williams' ECD, Matt Gilmour

Industry Profile: TubeMogul director Jared Levitt

Industry Profile: Strategy head for McDonald’s at OMD, Gideon Hornung

Want to take part in Industry Insights or have some one to nominate? Email

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