Our Young Gun profile takes a look at some of the young talent across the advertising, ad tech, 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 Switched On paid media executive Briana Garcia.
How long have you been in the industry?
Two years total. In the last couple of years of my marketing degree, I worked as a marketing assistant in a range of different and very random industries (construction, finance, fashion), which made for some very interesting experiences. But when I graduated last year, I discovered a love for digital media and have been working passionately in this industry for the last six months.
How did you get here?
When I graduated, I was surrounded by so much talk of “the future of marketing” and “what does the future of digital look like”, that it got me thinking about where I see the future of marketing, and more importantly, where I see myself fitting into that landscape? With more and more people from across the world shifting their consumption habits to digital platforms, I knew media buying was where I saw the future of digital and where I felt I could make the most impact. I’m passionate about digital and the idea of pinpointing the right person with the right message at key moments excites me (probably more than it should).
By chance, I found Switched On, an agency that shares the same ideas about the future of digital as me and I’ve really thrived here ever since.
Who is your right-hand person?
When I started at Switched On I had a couple of boosted FB posts to my name and the most advanced skill I could manage on an excel sheet was highlighting. Luke Wilkins and Jimmy Li are two genius paid media managers who have really guided me so much and I owe a lot of my achievements so far to them. From answering my endless questions to excel crash courses and getting just as excited with me about audience building, they’ve literally taught me everything I know to-date.
What’s the best thing about the industry you work in?
That we’re constantly being encouraged to challenge and test. It’s refreshing to work in an industry where you don’t necessarily have to know the answer or outcome, and that a learning from activity that doesn’t necessarily pan out is just as valuable an insight as a successful outcome.
And the biggest challenge?
A master of none - with the landscape changing so rapidly, sometimes you feel like you’ve only just finally mastered a particular platform, and then suddenly there’s a new update or change in the algorithm - there’s always some new challenge to master but it keeps me eager to learn more each day.
Whose job have you set your sights on in the future?
I’m an ambitious person. If there is a ladder to climb, I’ll climb it as far as it will take me. Here’s hoping the sky’s the limit for my career.
Where do you turn for inspiration?
I am a sucker for a good underdog story. Films or personal accounts about a classic underdog climbing the ranks and overcoming adversity really inspire me to work hard for what I want and keep going (RBG is my current underdog obsession).
My favourite advert is:
Apple’s “Share Your Gift’s” Christmas ad from last year. From the cute clay animation to the heartfelt soundtrack, it feels like Christmas every-time you watch it.
Tell us one thing people at work don’t know about you?
I once held the no.1 title in Australia for One Tree Hill trivia (as crowned by Quiz Up, trivia app).
In five years’ time, I'll be:
Still learning as much as I can, hopefully living or having already experienced working overseas for a year but I see myself in a much more influential/managerial position, sharing my knowledge and learnings with the next generation of young graduates entering the marketing industry.
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