In this series, AdNews spotlights young talent in the Australian media, marketing and advertising sector. This time it's Connected Media's senior media executive, Acadia Lee.
Time in current role/time at the company:
I’ve been with Connected Media Group for just over a year.
How long have you been in the industry?
I’ve been working in and around the industry since my first year of university, interning, taking on development roles, saying “yes” to any opportunity to learn. But it wasn’t until joining Connected last year that I properly stepped into the world of paid media and felt like I’d found my place.
How did you get here? Was this always the plan?
I always knew I wanted to work in a creative field. I’ve loved art, design and writing for as long as I can remember, but I also craved a career where I could think critically, solve problems, and grow. Marketing felt like the perfect intersection. Growing up in a small country town in mid-west NSW, I also wanted a path that offered long-term stability. Moving six hours from home to chase a career I genuinely wanted forced me to be independent early on, and I’m really grateful for that push.
Who is your right hand person/who guides you day to day?
I’ve been incredibly lucky with mentors throughout my career. Sam Peace was a huge influence, she expanded my idea of what was possible and encouraged me to back myself even when I didn’t. At Connected, I’m surrounded by ridiculously talented people. My manager Gabby is a standout. Not only is she an expert in her craft, she’s taught me so much about navigating client relationships with confidence, she’s been instrumental in shaping the way I work today.
What’s the best thing about the industry you work in?
The people. I genuinely enjoy coming to work every day, the energy, the pace, the conversations, the ideas. I leave each day feeling accomplished, and I think that’s one of the most important things any job can give you.
And the biggest challenge?
The speed of change. Our industry moves at lightning pace, which is really exciting, but it also means you can never sit still. You’re constantly learning, scanning, testing, and staying curious. It keeps you on your toes in the best way.
Whose job have you set your sights on in the future?
Honestly, I’m just excited about the growth opportunities within Connected. There are so many pathways here, and I’m keen to keep levelling up. I’ve already been able to expand my skill set into SEO, creative design and copywriting, and my next goal is to deepen my expertise across paid media so I can confidently call myself a true specialist in the field.
Where do you turn for inspiration?
As cliché as it sounds… my phone! Podcasts like The Burnouts and Marketing Happy Hour, endless articles, and staying plugged into daily news from The Daily Aus. I love being able to learn something new every time I scroll.
My favourite advert is (and why):
The Melbourne Metro Trains campaign, Dumb Ways to Die. I didn’t even realise it was a marketing campaign until I studied it at uni, which honestly blew my mind. It’s such a clever mix of creativity, simplicity and genuine social impact (a true masterclass).
Tell us one thing people at work don’t know about you?
I’ve written three complete novels… and no, you will never find them (mwhahaha).
Where do you see yourself in 5 years time?
Professionally, I see myself in a leadership role, managing my own team, owning a client patch, and helping others grow the way my mentors have helped me. Personally, I want to tick a few more countries off my list and keep exploring before life gets too serious.
Have something to say on this? Share your views in the comments section below. Or if you have a news story or tip-off, drop us a line at adnews@yaffa.com.au
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