In this series, AdNews spotlights young talent in the Australian media, marketing and advertising sector. This time it's Lexlab's digital campaign manager Minh Tran.
Time at the company:
Two years.
How long have you been in the industry?
Two years.
How did you get here? Was this always the plan?
I started at Lexlab while I was still at university. At the time, my only plan was to break into the advertising industry. Any role would do. Funnily enough, paid media wasn’t even on my radar since my studies were heavily creative-focused. But life has a way of surprising you, and here I am two years later, deep in spreadsheets and dashboards, and loving it.
Who is your right-hand person/who guides you day to day?
Lexlab General Manager, Maija Gwynn and Founder & Director, Alfie Lagos, are my day-to-day guides, but I’ve learned so much from all my patient colleagues who’ve helped shape me from the ground up.
What’s the best thing about the industry you work in?
There’s always something new to uncover. As a big tech nerd, I get genuinely excited about AI updates, platform changes, and new publisher features. Another thing I love is seeing tangible impact. Watching a client’s ROAS improve or their business expand, and knowing you played a part in that growth, is a pretty special feeling.
And the biggest challenge?
As exciting as change is, it can also be overwhelming. Just when you feel like you’ve mastered something, like Search, for example, Google releases a new AI update, and suddenly you’re back to learning from scratch. Staying on top of everything can feel like a full-time job in itself, but it’s definitely part of the thrill of the role and the industry.
Where do you see yourself in 5 years?
Still a nerd. I see myself going deeper into campaign measurement and data analytics, ideally in a role that combines end-to-end campaign management across channels with a strong understanding of performance insights. I want to be the person who can not only execute but also clearly explain the “why” behind the results and guide clients through their media decisions with confidence.
Where do you turn for inspiration?
Definitely Maija and Alfie. Beyond guiding me day to day, they’ve shown me what it really means to care about client success, to be curious, and to always strive for better. Their work ethic and mindset constantly inspire me to keep learning and improving.
My favourite advert is:
Someday, by Spike Jonze | AirPods 4 with Active Noise Cancellation
I love how unique the audio of the ad is with the whispering in Pedro’s ear. I found this really immersive and creative…and who knew Pedro Pascal could dance!
Tell us one thing people at work don’t know about you?
I only started eating chocolate and sweet treats regularly after joining Lexlab, mainly just to blend in with the team. We take our Cadbury Favourites very seriously.
Whose job have you set your sights on in the future?
I’d say Alfie’s, minus the business-running part. I’d love to be a weapon in campaign management with room to dabble in R&D and innovation too.
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