Young Gun: SCA account manager Alexandra Gawthorne

18 March 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 SCA account manager Alexandra Gawthorne.

Time in current role/time at the company:
One and a half years.

How long have you been in the industry?
Four years.

How did you get here? Was this always the plan?
I returned from living in the US, studied a communications degree and got an internship at PHD where I did a tour of the SCA office. I instantly fell in love - the music, the vibrancy and the people. I immediately knew it was where I had to be. I practically begged for an internship at SCA and was fortunate enough to land a coordinator role. Thriving in this position lead me to receive a double promotion to an account manager in the agency sales team.

Who is your right-hand person/who guides you day to day?
My leading ladies Maryanne O’Sullivan (GSM) and Amanda Unwin (head of Sydney sales) have been my biggest supporters from the minute I stepped into the building at SCA. The passion, knowledge and guidance I receive on a day to day basis gives me the platform to be courageous, inspired and challenged every day. If you are reading this Maz and Mands, thank you for taking a chance on me.

What’s the best thing about the industry you work in?
You mean aside from all the lunches? Just kidding…

The media industry has an array of opportunities for those willing to work hard and give it their all. There are so many different roles that require diverse skill sets which allows people to focus on their strengths and personality type. And of course, it all comes down to the people. The individuals who work in our industry are clever, dedicated, and passionate people who become a part of your tribe. You create lasting friendships whilst driving actual business results for brands. Could it get any better?

And the biggest challenge?
Working in a fragmented media market, I realise that my focus must be on how I can best help my clients at all times. To stay relevant in a market driven by constant change, I need to be aware of the value I offer my clients, as well as what the broader landscape offers. While Search and Social have established massive hold over client budgets I find myself questioning the level of investment on these platforms often to the detriment of their outcomes. This is a shared challenge to the growth of our own platforms (audio) and our client’s businesses. There is a lot of upside for our clients when we can work with them to ensure they are getting the mix right.

Whose job have you set your sights on in the future?
Hello Zoe Foster Blake, do you need a 2IC at Go-To skin care?

Where do you turn for inspiration?
Brene Brown Books – If I could be anyone, I think I would choose Brene. Her books ‘Daring Greatly’ and ‘The Gifts of Imperfection’ have been life changing for me. Life gets tough sometimes and it’s all about rumbling with vulnerability and choosing courage. Her content inspires me to turn up every day.

Tim Ferris Podcast – I can’t say I take Tim’s advice on taking a cold shower every morning but what I can say is he is a very intelligent, quirky man that gets me up and going whenever I listen to him interview brilliant minds. He has taught me the importance of morning rituals and earning your freedom.

Alison Rice True Self Course – One of my values is living wholeheartedly and true to myself. Alison created a beautiful course that allowed me to connect with my true self and understand what success looks like for me. Her Instagram is brilliant & inspiring.

Sandy Rogers – Heard of this guy? He reads about two books a week, has an epic morning routine and is literally the definition of inspiration and wisdom.

My favourite advert is:
US Coke Super Bowl 2014 commercial “America is still beautiful”. It focused on diversity and inclusion whilst representing the brand’s core values. The montage is set to a version of "America the Beautiful," sung in many different languages. I will never forget how it made me feel.

Tell us one thing people at work don’t know about you?
I am a dancer and dream about being in Beyoncé’s stage crew.

In five years time I'll be:
Living by the water with my cute little family, striving for the best outcomes, turning big ideas into tangible results, supporting my people and clients, and being thoroughly challenged along the way.

Either that, or being Beyoncé...

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