Young Gun: Admatic activations specialist Monica Doan

12 August 2021

Our Young Gun profile takes a look at some of the young talent across the advertising, adtech, marketing and media sector in Australia. It aims to shed light on the varying roles, people and companies across the buzzing industry.

Today we speak to Admatic activations specialist Monica Doan.

Time in current role:
18 months, started in Nov 2019.

How long have you been in the industry?
18 months!

How did you get here? Was this always the plan?
No this was not always the plan. I definitely knew that I wanted to be in marketing role but in my final year of university, it became overwhelming having to choose where to start my career. Most of peers were applying and being recruited by big corporations or brands but I never felt those organisations would be the right fit for me to start my career in. I had the pleasure of being mentored by two Monash Alumni who both worked in advertising/agency. Hearing about their experience made me excited about the idea of working for an advertising agency so I went out to do internships at some. My hunch was right! I loved every second interning for agencies, so here I am!

Who is your right hand person?
Denise McCormack. I can easily hit the word limit for this article writing about what an incredible person she is. Right from the start, Denise took me under her wing and taught me everything I know. I am proud to be working alongside someone who takes the time to get to know me and help me perfect my skills.

What is the best thing about the industry you work in?
The best thing about the industry I work in is the versatility, pace, and people. I love the fast pace of working in digital advertising. Every day feels like go, go go! I am fortunate to be able to work for an independent agency that allows me to work across a multitude of clients. My current role has me working across higher education, utility, construction, commercial real estate, and more! Finally, the people are the best. It feels good to have conversations with like-minded people who understand the role digital marketing has for every business. I feel it is always best to work with people who will push you to be the best you.

And the biggest challenge?
The biggest challenge would be keeping up with the industry. Digital is forever moving, changing, and evolving. When I first started working, it was only first announced that cookies would be removed and now, almost two years later, I get to see and experience first-hand what the removal of cookies will be like! Just when you think you know something, the industry throws you a curveball to keep you on your toes. If not that, then your usual DSP changes its layout, and it feels like you have to relearn the whole platform again.

Whose job have you set your sights on in the future?
For the longest time I never let myself admit that I want the top role. It was only when my aunty who had been promoted to managing partner told me, my eyes sparkled when she shared the news. Since then, I have been doing my best to understand the industry and what the top roles actually entail. As I said before, the industry is always evolving, so the roles today may not exist in 5 years. For now, I’ll continue my mission to help my manager, Denise McCormack, retire early so I may takeover as Activations Director.

Where do you turn for inspiration?
I enjoy watching tv shows, movies and listening to podcasts. I believe it is important to consume content that you not only enjoy but also presents a different perspective. Educating yourself is an important job each person should continue to do daily.

My favourite advert is:
Dumb Ways to Die by Metro. There is something about a catchy tune and cute animations that always wins me over. Not to mention this advert was so successful that they created two games for it! The campaign was so successful that Metro Trains found a 21% reduction in train station incidents (2013).

Tell us one thing people at work don’t know about you?
I’m a plant mum but I’ve killed more plants than they think!

In five years’, time I will be:
I really hate answering this question because no one knows what will happen in five years so it’s difficult for me to envision where I’d like to be. However, wherever I am in five years’ time I hope I am doing something I enjoy and good at. For 2021, my “word of the year” is More – to do more of what I enjoy. I hope this mantra continues too.


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