Yasmin Brown.
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.
Yasmin Brown: Product Lead at Bench Media.
Time in current role:
8 years at Bench Media with the last 2 years in my current role
How would you describe what the company does?
Bench Media is an independent Australian media agency that specialises in delivering data-driven, advertising solutions across both brand and performance campaigns. The agency’s mission is to help brands achieve measurable growth by leveraging advanced technology, real-time analytics, and customised strategies tailored to each client's unique objectives.
What do I do day to day?
My day is a constant balancing act between vision and execution and a continuous flow of collaboration with the other teams in the office. I’m regularly walking across the office (or dialling into a Teams call) to chat with design, marketing, sales, and customer support - translating between functions, unblocking challenges, and ensuring momentum.
When I’m working on day-to-day development of new product innovation, I closely monitor delivery of what we have promised, making sure we hit milestones on time and within scope. When critical issues or blockers arise, I don’t hesitate to jump in and help untangle them - whether it's a technical hurdle, a team misalignment, or anything in between that’s stalling progress. I’m the communications facilitator between stakeholders keeping everyone aligned, especially as we evolve and update the product roadmap.
And when not concentrating on a new product development I regularly meet with users, customers, and prospective clients to listen to their needs, learn, and validate solutions so I’m always abreast of new industry trends. Combined with market trends, competitor movements, and deep dives into product analytics and KPIs, this helps guide data-informed trade-offs and decisions.
It’s fast-paced, complex, and never boring - but at the end of the day, I’m here to drive clarity, alignment, and momentum so we can deliver great products that matter, without losing sight of the fact that we need to have some fun along the way. It’s all about balance.
Define your job in one word:
“Impactful” …it captures the essence of enabling teams, aligning stakeholders, and delivering value to users.
I got into my industry because:
Maybe it’s my engineering background, but I’ve always been drawn to solving complex problems and building practical solutions. This naturally led me to product management, where I saw the opportunity to bridge the gap between business goals, user needs, and technical constraints. It’s a challenging process but incredibly rewarding seeing the real impact of a product or initiative once it's delivered, which makes the work feel incredibly meaningful.
What’s the biggest industry wide challenge you’d like to see tackled?
Declining trust in digital content and advertising due to misinformation, manipulation, and over-targeting. As algorithms get smarter, people are becoming more sceptical of what they see online - constantly questioning if something’s real and/or who’s behind it.
I truly believe we need to see a quantum shift toward more transparency and ethical marketing. The industry needs to be upfront about how we use data, focus on genuine value, and stop treating attention like a resource to mine.
If we can create marketing that respects people and earns their trust, that’s going to matter way more in the long run than chasing short-term clicks or conversions.
Previous companies:
Topcon Positioning Systems, Inc.
Notable campaigns/initiatives:
I’m bias but Bench’s Campaign Portfolio Tracker, developed to provide real-time visibility into all user campaign performance across our client portfolio is a game-changer. Designed with early detection in mind, it enables campaign managers and strategists to monitor live and paused campaigns with clear, at-a-glance metrics—such as budget pacing, spend, CPA/CPM performance, and overall goal achievement. It’s now an integral part of campaign oversight at Bench, reinforcing a culture of data-driven responsiveness and excellence.
Who has been a great mentor to you?
My first true mentor is Claire Gayrard. She is a unique blend of programmer and product manager with a sharp understanding of industry trends and was instrumental in positioning Bench to take advantage of emerging opportunities.
Claire took the time to see my potential; she is invested in my growth and has introduced me to the fundamentals of product development and big data. Her mentorship has played a pivotal role in my transition from a project manager to the career path I follow today.
Words of advice:
Focus on deeply understanding the problem rather than becoming attached to your proposed solution. Maintain a mindset of curiosity - ask “why” consistently and without fear of judgment, recognising that no one has all the answers.
One of the most valuable lessons I’ve learned is to never make assumptions. When faced with a problem, go through each step yourself thoroughly and ensure every aspect is clearly understood and validated.
If I wasn’t doing this for a living:
I’d pursue a role within the medical system. I’m passionate about building solutions, solving meaningful problems, and helping others - qualities that are deeply aligned with the impact and purpose found in healthcare.
My philosophy is:
Always approach situations with a critical mindset - question assumptions and evaluate information carefully, especially in an era where misinformation is widespread. Take the time to consider diverse perspectives before forming conclusions or making decisions. Continuously reflect on the value and impact we contribute to society through our work.
My favourite advert is:
The Carlton Draught “Big Ad” is a classic - it’s over the top and ridiculous. It’s memorable yet doesn’t take itself too seriously, especially since it’s pushing a straightforward product.
Subscriptions:
Netflix and Stan
In five years’ time I'll be:
That’s too difficult to predict, especially given how quickly the world is evolving. That said, I know I have a strong passion for building, problem-solving, and giving back to the community. I see myself taking on more leadership roles here at Bench, while also possibly pursuing my passion for beauty, perhaps even starting my own business in that space.
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