Our Young Guns profile takes a weekly look at some of the young talent across the advertising, ad tech, marketing and media sector in Australia. It aims to shed light on the varying roles, people and companies across the buzzing industry. Last week we spoke to Dentsu Mitchell client service executive Lisa Mack.
Today we speak to Red Engine SCC senior social media manager Jade Waite.
How long have you been in the industry?
Four and a half years.
Duration in current role/time at the company:
Nearly a year.
What were you doing before this job and how did you get this gig?
I was working at Society Social as a social planner. The role was very specialised and I was able to gain extensive knowledge of the paid social advertising space. I came to Red Engine SCC as I wanted to broaden my knowledge and learning within strategy and content creation.
Define your job in one word:
What were your real and cliché expectations of working in the industry?
To be honest, everything I learnt at university was irrelevant when I started out in the industry. My degree was really focused on traditional advertising and the history of broadcast media – I didn’t even know social media marketing existed. I fell into my first social media role through a friend I met at university and developed a passion from there.
How does the reality match up?
I love the fast paced nature of the industry; you learn the most when you’re thrown in the deep end and this became evident pretty quickly when I started out.
How would you describe what the company does and what does your role involve?
Red Engine SCC is a digital creative agency designed to help brands become more adaptive. We have a lean, collaborative style of working which suits hybrid skillsets like mine. My role involves developing social strategy, building content plans, working with the creative team on bringing their ideas to life, and managing our clients social media channels and paid media activity.
Best thing about the industry you work in:
Definitely the people – the industry is work hard play hard, and I love being surrounded by talented, passionate people whom I can learn from.
I also love the work – it’s challenging and keeps you on your toes. No two days are the same.
Any major hard learnings in the job so far?
Not so much hard learnings, but it is always a challenge shifting more ‘traditional’ clients to a newer way of thinking.
If you had to switch over to another department, which would it be and why?
Maybe business development. But I am really enjoying strategy and want to focus my career around strategy implementation.
What's exciting you about the industry right now?
The impact Amazon Prime is going to have on social media marketing and the online retail space.
What concerns you about the industry and its future?
Traditional clients who tack digital onto the end of their TVC/OOH campaigns – as opposed to understanding the problem the client is facing, and building a solution tailored to that problem, utilising different distribution channels and their strengths.
Who's your right hand person/who guides you day to day?
Paul Isbell – he is a great mentor and support.
And your almighty mentor that you hope to dethrone?
Red Engine SCC general manager Kate Richardson or Infinity Squared MD Tom Phillips.
Career-wise, where do you see yourself in 2020 and how do you plan on getting there?
I want to become a senior strategist. How do I plan on getting here: Putting my hand up for extra work, being curious and learning more from great people around me, getting involved in new projects, setting achievable goals throughout the year and reading - lots of reading.
What is the elephant in the room? The thing that no one is talking about – but they should be.
The value of influencers. Clients are still pushing to include influencers in their social campaigns. With growing consumer knowledge of the paid support behind this activity, using influencers for social media marketing can be perceived as ungenuine. I question the damage this could potentially do to brands in the long run and think this needs to be addressed with all clients.
Where do you turn for inspiration?
I love to read – I’ve been reading a few books about how the mind works lately and am finding it really interesting. Some of which include Switch by Chip & Dan Heath, and Blink by Malcolm Gladwell.
Tell us one thing people at work don’t know about you?
My middle name is Chelsea.. after Chelsea Football Club.
Favourite advert is:
Tooheys Extra Dry
What’s your personal motto?
What’s the worst that could happen?
I got into advertising/ad tech/marketing etc because:
I loved marketing at school and had my heart set on a journalism degree. I changed to media and communications last minute – haven’t looked back since.
If I wasn't doing this for a living, I'd be:
I think I’d like to be a pilot.
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