Young Gun: Bastion EBA commercial strategist Nick Sloman

23 January 2020

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 Bastion EBA commercial strategist Nick Sloman.

Time at company:
Three and a half years from account executive to account manager to commercial strategist.

How long have you been in the industry?
Bastion was my first job in the real world, after graduating from the University of Edinburgh. My university degree in history built my research and analytical skills that gives me a unique lense on the commercial world to deliver commercial strategies for rights holders and brands in sports and entertainment.

How did you get here?
I’ve always been fascinated by sport from the moment I saw my beloved Chelsea as a young kid; regrettably took on the Redskins as my NFL team at university; or became engrossed by the MLB World Series and the Nationals this year. At some point (very early on), I realised my athleticism was hindering my pro football career and so I turned my attention to the business of sport, which drove me to take an interview for a Bastion in London (where I am from), which was a start-up, entrepreneurial environment; the challenging, yet perfect environment me to develop quickly and proficiently. After a year of working with Bastion in London, I then made the big move Down Under and have loved (almost) every minute of being in Melbourne and have flourished in the opportunities given to me by Bastion.

Who guides you day to day?
Brett Daniher as the head of commercial has been my guiding spirit (lol) professionally since I moved to Australia. The current and ex senior staff including Simon Garlick, Rod Woodword and Brett Daniher have been much more than managers to me by both personally and professionally, always challenging me to improve and being mates on and off the field.

What’s the best thing about the industry you work in?
The best thing about it is that I am passionate about sport and it enables me to do what I love. In a very close second is undoubtedly the people; I came to Australia with no mates (no mates Nick) and Bastion has provided me with a network and friends for life that I would never have dreamed of.

And the biggest challenge?
The science behind what we do in sponsorship is still lacking. Sponsorship is a very hard tool to measure and evaluate, despite there being advances in our work every day. Every brand and every category has different evaluation needs. Something that is really important in driving revenue for one business, may be completely irrelevant for another. This challenge is also what makes sponsorship such an interesting marketing channel.

Whose job have you set your sights on in the future?
I’ve always said I want to work for the NFL, driving commercial outcomes for my favourite sport; but I wouldn’t say no to the English Premier League either.

Where do you turn for inspiration?
I listen to a lot of podcasts in sport, marketing and politics, which builds my knowledge and inspires me to continually learn. I have a lot of exposure to interesting concepts within my family of high achievers where interesting news stories, trends and ideas are shared in our family group chat ‘Slomania’, constantly challenging me to think differently about the world.

My favourite ad is:
Warburtons Good Bagels ad featuring Robert De Niro for two reasons:
1. It’s awesome.
2. It is one of my best friend’s family business, featuring his dad.

Tell us one thing people at work don’t know about you?
I have dj’d in a club in the Bahamas.

In five years' time I'll be:
I literally have no idea, and that’s how I’ve approached my time in Australia. Yesterday is history, tomorrow is a mystery.

What’s your personal motto?
The greatest danger for most of us is not that our aim is too high and we miss it, but that it is too low and we reach it.

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