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 Vision6 marketing campaign manager Kath Usabal.
Time in current role/time at the company:
How long have you been in the industry?
Just over three years.
How did you get here? Was this always the plan?
Nope! My plan was to become a news journalist or editor-in-chief à la Miranda Priestly so I studied journalism and fashion at QUT. I eventually fell into the world of marketing after taking on freelance copywriting gigs to make some extra coin during my semester in Norway (gorgeous country, hella expensive).
I've been in both agency and in-house marketing roles when I was offered the digital marketing specialist job at Vision6. And within six months, I was promoted to campaign manager! Felt like a whirlwind but I am super grateful to Vision6 for trusting in me.
Who is your right hand person/who guides you day to day?
I’m lucky to be surrounded by powerful women who guide me everyday.
Vision6 CMO Jessica Pantalleresco always encourages me to bring my very best everyday. I’m not sure how she does it, but Jess always finds the time to mentor her team from across the world (California). Then there’s my former manager Essen Tsou who basically taught me everything I know about digital marketing and client comms. And last but not the least, my mum - who is the strongest, bravest and fiercest woman on this planet!
What’s the best thing about the industry you work in?
It's dynamic and ever-changing which means I get to work on so many exciting projects like creating brand campaigns, launching a website refresh, and putting together The Email Marketing Summit Australia.
Plus there’s no faster way to learn and evolve than being in a small but mighty talented team who is trying to conquer the world.
And the biggest challenge?
People don’t wake up thinking about your brand (hard pill to swallow, I know), so it’s challenging to stay one step ahead of changing consumer trends and behaviours. Working in this industry really keeps you on your toes, but that's half the fun!
Whose job have you set your sights on in the future?
CMO of a ubiquitous brand like Bozoma Saint John from Netflix, Lorraine Twohill from Google or Conny Braams at Unilever. All such amazing women who are absolutely killing it in their field.
Where do you turn for inspiration?
Sometimes I turn to silence or put on some lofi hip hop beats. Sometimes a long, hot shower does the trick. Sometimes, I just put Scrubs or The Office on loop. It usually comes to me when it’s not forced.
My favourite advert is:
I’m really loving all of Ryan Reynolds’ Aviation Gin and Mint Mobile ads. It's what content marketing dreams are made of and so onbrand with his signature off-beat humour.
And of course, the Pepsi’s ‘We Will Rock You’ ad with Beyonce, Pink, and Britney is a classic. Three legends, Queen and empowered women overthrowing a corrupt government? Iconic.
Tell us one thing people at work don’t know about you?
There’s a large part of my brain occupied by 90s to 2000s kids TV show theme songs. Also, I may not look it, but my weekend usually consists of listening to early 2000s emo/ pop punk music (MCR, Fall Out Boy Paramore, Pierce the Veil etc.) and eating ungodly amounts of sashimi.
In five years' time I'll be:
Managing a high performing marketing team as CMO and creating a space that empowers women of colour in the industry. I’m not sure how yet! But I’ve got five years to figure it out. Oh and I’d have a puppy.
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