In this series, AdNews spotlights young talent in the Australian media, marketing and advertising sector. This time it's Carat programmatic associate Phoebe Garcia.
Time in current role/time at company:
1 year as a Programmatic Associate.
How did you get here? Was this always the plan?
I’ve always loved creativity and storytelling, which led me to study Media and Communications at RMIT, majoring in film analysis. At the time, I imagined myself in the creative or film space and I didn’t see myself working in advertising, let alone the world of programmatic.
Since joining Carat, I’ve been exposed to a side of media I didn’t know existed. One that’s constantly evolving and full of opportunity. It’s where creative thinking meets data, strategy and people. I quickly realised this space is where I’m meant to be.
Who is your right-hand who guides you day to day?
I’ve had so many people support and shape my growth since I started. One of the first was Shani Moon (Programmatic Executive), who not only onboarded me but quickly became a friend outside of work.
Someone who’s consistently challenged me to grow and deepen my knowledge day to day is Angus McKenna (Programmatic Manager). He’s always taken the time to answer my (many) questions and has helped build my confidence - not just in my role, but in how I think, problem solve, and view the digital landscape holistically.
What’s the best thing about the industry you work in?
You’re constantly learning. Whether it’s new platforms, client goals, or how to communicate effectively with different people. This role has pushed me to grow technically, strategically, and interpersonally.
And the biggest challenge?
My biggest challenge would be with so much happening in this space, it’s easy to feel like you should be across everything straight away. Reminding myself that expertise takes time, and that knowledge and growth isn’t instant, it’s layered and ongoing.
Whose job have you set your sight on in the future?
There isn’t one particular role I’m aiming for… yet!
Where do you turn for inspiration?
My family. They help me keep things in perspective and remind me of what really matters. Also, my friends and the people I work with. It’s inspiring to learn from different people with varied strengths, it’s helped me grow both personally and professionally.
Tell us one thing people at work don’t know about you:
I do talk quite a lot, so most people at work probably know everything about me already, but one thing they might not know is that I’ve been a ballet dancer since I was four years old.
In five years’, time I’ll be:
I’m not saying I want my own corner office (yet), but I’d love to step into a leadership role continuing to grow within the programmatic or the broader digital landscape. Still curious, still learning and hopefully helping others do the same.
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