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 Red Havas senior media and insights manager Caitlin West.
Time in current role/time at the company:
How long have you been in the industry?
January will be six years, if you count coding my MySpace page back in the day then a lot longer!
How did you get here? Was this always the plan?
Not quite! At uni I thought I would go into PR, however when I started interning, I was tasked with setting up Facebook Ads for a client. This was something I really enjoyed and ignited my passion for social media marketing.
Once I completed my degree, I was set on working in social media and was lucky enough to begin at an in-house role running the paid social strategy for one of Australia’s leading retailers. After a few years, I felt the need to move to an agency where I could be completely immersed in social and comms, surrounded by leaders who could guide me in strategy and leadership – I’ve been at Red ever since!
Who is your right hand person/who guides you day to day?
My wonderful GAD and mentor Mary Proulx. She is the epitome of cool, calm and collected and I can always rely on her to give me advice on my goals and decision making.
What’s the best thing about the industry you work in?
I love that social media is constantly changing, platforms are always innovating ad solutions and consumers jump on new platforms. In this industry, you need to be on the cutting edge of products and trends if you want to succeed.
And the biggest challenge?
While platform shifts are the best thing about the industry, they’re also the biggest challenge. You can never rest on your laurels when it comes to social campaigns and a test-and-learn approach must become a part of your everyday routine.
Whose job have you set your sights on in the future?
I’m not set in stone for what my future will look like, however the dream would be having a career like Michelle Battersby. A senior role in an innovative, creative company like Bumble and potentially launching a company of my own.
Where do you turn for inspiration?
TikTok – always!
My favourite advert is:
As a huge Kath and Kim fan (look at moiiii) and someone who watched every episode of Keeping Up with the Kardashians, the UberEats Tonight I’ll Be Eating campaign was the collaboration of my dreams!
Tell us one thing people at work don’t know about you?
This is tricky because my team know a whole lot about me ... maybe that I am a secret cricket fan and used to play rep cricket growing up?
In five years' time I'll be:
Professionally, I’ll be doing something that allows me to use both my analytical side and my creativity – the sky is the limit! Outside of work, I will hopefully be close to achieving my goal of financial independence through property investing.
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