In this series, AdNews spotlights young talent in the Australian media, marketing and advertising sector. This time it's Vonnimedia's senior account manager Lara Varrica.
Time at the company:
Just over one year.
How long have you been in the industry?
I’ve been in marketing for eight years, spanning manufacturing, tech, startups, and now agency life. Along the way, I’ve worked across design, email marketing, strategy, trade marketing, events, and more recently, digital marketing and paid media at Vonnimedia. Each experience has added a new layer to how I think, work, and solve problems.
How did you get here? Was this always the plan?
I’ve always described myself as someone with a heart for creativity and a mind for business. I didn’t know exactly which area of marketing I’d end up in, but I knew I wanted to get my hands dirty and make an impact.
Much of my early career was spent as the sole marketer, which taught me to back myself and figure things out quickly. Over the years, I’ve explored product, software, and services marketing, in-house and now agency side. Each stage taught me that marketing is as much about people as it is about campaigns.
Who is your right-hand person/who guides you day to day?
Early on, I had incredible mentors who shaped how I work, and I still hear their voices in the back of my mind. Day to day, my team at Vonnimedia plays that role. Julia McElroy, my specialist, is an absolute gun at what she does and brings incredible energy to our clients. And my manager, Sam Boardman, pushes me to ask the big questions and think about how we can unlock even more for our clients. Our team challenges each other, bounces ideas around, and keeps each other grounded. We’re an energetic bunch (with a tendency to overshare our weekends), and having all come from in-house backgrounds, we share the same passion for growing our clients’ businesses as if they were our own.
What’s the best thing about the industry you work in?
The variety and the pace. No two days are the same. I love the challenge of taking creative ideas and making them work commercially, across so many industries. And the people, clients, colleagues, and creatives. Marketing really is a team sport, where sometimes you’re the quarterback, the cheerleader, or the waterboy - all make a difference, no matter what role you play.
And the biggest challenge?
That same pace can be the biggest challenge. It’s easy to get caught up in the whirlwind of campaigns, deadlines, and data, but the real challenge is slowing down enough to make thoughtful, strategic decisions and remember to look at the bigger picture.
Where do you see yourself in 5 years?
I see myself still doing what I love, connecting creativity with strategy and helping brands grow and scale.
Where do you turn for inspiration?
I draw inspiration from the people around me; colleagues, clients and the communities they play in. Early in my career, Greg Josephson taught me the power of pairing creativity with analysis, never settling for a “good idea” without testing, measuring, and refining it. He was both a motivator and supporter, shaping me into the independent marketer I am today. Robert Gatt, our Sales Manager, showed me what true leadership looks like, supportive, encouraging, but with high expectations because he genuinely believed I could deliver. Ultimately, I’m inspired by impact, learning from others, and the reminder that good ideas paired with execution can truly move the needle.
My favourite advert is:
From a creativity perspective, I love the AAMI ad “When Australia happens, lucky you're with AAMI”. It's the perfect blend of audience relevance, clear messaging, and visual storytelling without relying on too many words. The situations are predictable in the best way (because we’ve all lived at least one of them), which keeps you watching and triggers that emotional connection.
Tell us one thing people at work don’t know about you?
I organised my first international trade show at 21 in Frankfurt, six months out of uni. It was a surreal “sink or swim” moment that gave me so much confidence early on.
Whose job have you set your sights on in the future
Looking ahead, I see myself in a role where I can mix strategy, storytelling, and hands-on execution, helping shape how something is used and its impact in the real world. It’s not about the title, it’s about the chance to create, influence, and share what I care about, something that feels like a natural extension of who I am.
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