Georgia Maccan.
In this series, AdNews spotlights young talent in the Australian media, marketing and advertising sector. This time it's Coles360's planning manager Georgia Maccan.
Time in current role/time at the company:
1 year.
How long have you been in the industry?
More than six years across influencer marketing, publishing and retail media.
How did you get here?
I started in social media and PR before moving into influencer marketing, where I developed strategic talent plans for brands. From there, I expanded into publisher media across digital display and programmatic, and most recently into retail media—a space that's evolving rapidly and creating exciting opportunities.
Was this always the plan?
Not at all. I always loved the digital space but wasn't sure where I fit. After university, I was cabin crew for QantasLink while exploring content, PR and influencer marketing in my spare time. Since then, I've followed the areas I'm most passionate about, and that's guided every career move.
Who is your right-hand person/who guides you day to day?
It's impossible to name just one. My mentor, Jenny La Brooy, has been instrumental in building my confidence, we met through the IMAA Women in Leadership program, and she is just a wealth of knowledge. My manager, Aden Eltchelebi, is my daily sounding board, constantly challenging my thinking. And Bella Brougham, who works in the liquor side of the business, is a key collaborator, we problem-solve food and drink opportunities together a lot.
What's the best thing about the industry you work in?
It's constantly evolving. There's always an appetite for new ideas, formats and ways to measure success, which means there's always something new to learn. Most recently a highlight for me has been working with Snapchat on a first to market Promoted Places campaign to launch Cadbury Biscoff – an incredibly impactful partnership.
And the biggest challenge?
The pace of change. Innovation is exciting, but understanding the impact of new approaches requires adaptability, collaboration, and a willingness to learn as you go.
Whose job have you set your sights on in the future?
When Bethanie Blanchard is ready to pass the torch, Head of Strategy has a pretty nice ring to it.
Where do you turn for inspiration?
For campaigns, I love following Culturiety and Hot Smart Rich for their marketing and brand roundups. Outside of those marketing specific channels, fashion, art and beauty are constant sources of inspiration, and Pinterest is often where I discover fresh ideas. Inspiration can truly be found anywhere.
Tell us one thing people at work don't know about you?
We do so many icebreakers and rounds of two truths and a lie at work that I think most people know everything, even my most obscure fun facts. But the one that gets all of the questions, is that I was Cabin Crew for about 5 years and that’s where I met my partner – almost 10 years ago now.
In five years' time I'll be:
Settled into our new Coles office (hopefully sitting a little closer to our leadership team) and continuing to push the boundaries of retail media and strategy.
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