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.
Suzanne Croxford: Chief experience officer at Clemenger BBDO.
Time in current role:
6 weeks! I’ve just transitioned to Chief Experience Officer at Clemenger BBDO after 3+ years leading retail and commerce innovation at AKQA.
How would you describe what the company does?
We design ideas that accelerate the connection between people and brands to drive customer growth. Today experience itself has become the most powerful brand differentiator. We design connected ecosystems where every touchpoint—from digital platforms to physical spaces—works together to create genuine value for customers.
What do you do day to day?
I work with brands to design intentional, connected customer experiences that drive growth.
Define your job in one word:
Stewardship.
I got into the industry because:
I'm energised by being at the intersection of technology and human experience. There's something addictive about working at the cutting edge—where emerging tech meets real customer needs and creates entirely new possibilities.
What's the biggest challenge you face in your role?
Like most people, time.
What's the biggest industry-wide challenge you'd like to see tackled?
As the pace of innovation accelerates and agencies fight to stay at the cutting-edge, we need to focus more on upskilling people for the jobs of tomorrow as traditional learning institutions struggle.
Who has been a great mentor to you and why?
The industry leaders I've had the great honour of working with who have continued to challenge and push me into new territories that have expanded how I think about what's possible.
Words of advice for someone wanting a job like yours?
Don’t settle for the obvious solution. It’s not about having the answers, It's about asking better questions and creating space for breakthrough thinking.
If I wasn't doing this for a living, I'd be:
Most likely something in the transformation space.
My philosophy is:
Experience is the force multiplier of brands.
My favourite advert is:
Carlton Draft – Big Ad. So clever.
Music and TV streaming habits:
DJ Mixes on iTunes and anything fun i can watch before i fall asleep on the couch.
What do you subscribe to?
Industry insights that track how leading brands are building connected ecosystems, plus platforms that help me understand evolving customer behaviours across physical and digital environments.
Tell us one thing people at work don't know about you?
I’ve never watched the Matrix.
In five years time I'll be:
Healthy and happy.
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