Young Gun: Splendid Group junior strategist Bella Baird

1 July 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 Splendid Group junior strategist Bella Baird.

Time in current role/time at the company:
I kicked-started my career at Splendid Group a year ago, in a hybrid support role that spanned strategy and client service. I discovered a real passion for strategy, and was promoted into my current role, as junior strategist, ten months ago.

How long have you been in the industry?
One year.

How did you get here? Was this always the plan?
Not at all! I completed university just as COVID-19 hit, and therefore assumed I would struggle to find a job. I planned to focus on completing a master’s degree, until an old university tutor reached out to me and another student regarding a potential graduate role at a B2B tech marketing agency. We went head-to-head and had to complete a test project before Splendid selected a candidate – and the rest is history!

Who is your right-hand person/who guides you day to day?
My partner in crime is Splendid’s strategy director, Mel Johnstone. I would not be where I am today without her. She has shown me the ins-and-outs of the strategy world, given me a very solid introduction to the world of marketing, and supported me at every step of the journey. I also have fantastic support from Splendid’s entire leadership team, which I imagine is quite rare for a junior.

What’s the best thing about the industry you work in?
No two days are ever the same. I am naturally a super curious being, so working in the tech sector means I am at the forefront at the innovations which will change our future world entirely – I just love being a part of that.

And the biggest challenge?
What I love – but which can also be challenging – is that this industry is constantly evolving. I've only been in my role for just over a year, so I feel like I know so much, but also realise there’s so much I have to learn. Luckily, I have Mel Johnstone, who has decades of experience, to guide me through new and challenging tasks.

Whose job have you set your sights on in the future?
This is a tough one. I can never make my mind up and I have so many different interests, but I would love to steal my mum’s job (marketing manager for a large global firm), or become a strategy director just like my boss Mel.

Where do you turn for inspiration?
My mother. Not only is she a marketing leader at a massive global company, but she is also someone who inspires me every single day with her hard work, dedication and can-do attitude to any challenge, no matter what.

My favourite advert is:

Kitkat ad

Kit Kat’s ‘Have a Break’ ad is a prime example of ‘moment marketing’. It packages up creativity and simplicity into one. Injecting the brand into consumer experiences and topical conversations, the ad captures the struggle of maintaining a work-life balance when working remotely – which I'm sure is something that is now familiar to all.

Tell us one thing people at work don’t know about you?
I am a singer, I love and appreciate creativity, and I am a massive game nerd. I chose music as an elective for my HSC for singing, and in my spare time you’ll find me on my Nintendo switch or playing my PS2, (and yes, I am talking about the device that came out in 2000), drawing in my sketchbook or creating digital designs on my iPad.

In five years' time I'll be:
After the year we’ve just had, it’s so hard to think that far ahead – but I know that I would love to be doing something that combines my creativity, curiosity and love of innovation.

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