In this series, AdNews spotlights young talent in the Australian media, marketing and advertising sector. This time it's Impressive's senior digital manager Nicole Campos.
Time at the company:
Three months – feels way longer though (in the best way).
How long have you been in the industry?
About five years now! Wild to say out loud – it's flown by.
How did you get here? Was this always the plan?
Definitely not the plan! I actually studied film and television at University because I was convinced I'd be a filmmaker. A few months in, I realised it wasn't for me. Cue slight panic, applied for anything and everything.
I remember getting pretty far into an interview for a paid social assistant role and being way more upset about not getting it than any other rejection. I figured if I cared that much, this must be the right path.
Once I landed my first performance role, it clicked. It brought together all the things I love – creativity, analytics, relationships – in a way film never did. I feel so lucky to have found this.
Who is your right-hand person/who guides you day to day?
Honestly, it's a mix of people who make each day better. My first manager at Impressive, Julia, trusted me to take the lead while always offering guidance when I needed it. And my team – Aoife, Ruby, Cian, Hardik, and Vahid – each bring something unique.
Aoife consistently manages a million things efficiently and gracefully, Ruby excels at building client relationships, Cian makes sure his clients get what's right for their business no matter what, Hardik is our reliable and calm problem-solver, and Vahid's knowledge is out of this world. I've learned so much from all of them, and they've had my back since day one.
What's the best thing about the industry you work in?
I love that marketing never resists change. It's an industry that actually embraces new ideas and tech instead of shying away. Trends, platforms, strategies – they're always evolving. You literally can't get stuck in your ways here, and that's what makes it so fun.
And the biggest challenge?
Sometimes there's a pressure to build a personal "brand" on social media to be seen as a leader in marketing. And while that works brilliantly for some, it's definitely not the only way to show your expertise. For me, I'd rather speak at conferences or share ideas in person than curate a feed. It's really about finding your own way to carve out a space in the industry without feeling like you have to play the Instagram or TikTok game. Huge respect to anyone who does - it's just not my style.
Whose job have you set your sights on in the future?
The long-term goal is to be a marketing leader at a fashion brand one day. Fashion's always been a passion, and combining that with performance marketing would be a dream role. For now, I'm really loving agency life – plus I do already get opportunities to work with a range of fashion brands!
Where do you turn for inspiration?
The whimsical answer: music, art, and fashion.
The practical answer: podcasts, newsletters, and behavioural studies. I love understanding why people make decisions – it helps me connect the dots between creativity and strategy.
My favourite advert is:
Impossible question, haha – but I loved Reformation's 'Official Boyfriend' campaign with Pete Davidson.
It felt like an inside joke we were all in on. Pete's internet boyfriend persona made it funny and self-aware, but also genuinely relatable. Aspirational without being pretentious. Smart, playful marketing that completely got its audience.
Tell us one thing people at work don't know about you:
I'm a chronic oversharer, so my team probably knows too much already. But fun fact – my first hustle was selling rare Animal Crossing items on my 3DS when I was 13. Peak entrepreneurial era.
Where do you see yourself in five years?
I can't say exactly what the title will be, but I hope it involves leading a team, helping people grow, working with dream brands, and doing tons of public speaking – workshops, events, conferences. I love sharing knowledge and connecting with people, so hopefully way more of that.
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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