Young Guns: Web Profits head of social, Kath Chalhoub

Lindsay Bennett
By Lindsay Bennett | 9 June 2016
Kath Chalhoub, head of social at Web Profits.

Our Young Guns profile takes a weekly look at some of the young talent aged 30 or under 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 Ogilvy creative team Karsten Jurkschat and Alex Little.

This week, we head to Chippendale to meet online marketing firm Web Profits' head of social, Katherine Chalhoub.

How long have you been in the industry?

Almost four years.

Duration in current role/time at the company:

I've been doing my current job for four months and with the business for almost four years.

What were you doing before this job and how did you get this gig?

Fresh out of uni looking to put my newly refined skills into practice as an intern.

Define your job in one word:


What were your real and cliché expectations of working in the industry?

I had none, coming from a creative writing degree with no marketing experience. It worked in my favour because there were no ‘set ways’ of thinking (in my head). Everything was new - everything was a challenge.

How does the reality match up?

See above.

How would you describe what the company does and what does your role involve?

We offer end to end digital marketing strategies (SEO/PPC/social). I fit in by offering and implementing strategically creative solutions from a social perspective, alongside what I believe to be the most talented team in the country.

Best thing about the industry you work in?

Every day is like hitting the reset button. Things evolve - fast.

Any major hard learnings in the job so far?

You can learn skills - it's harder to learn people.

If you had to switch over to another department, which would it be and why?

Business development - I think the challenge would push me to strengthen my weaknesses.

What's exciting you about the industry right now?

That business leaders are realising the power of social media. Human to human marketing is the new black.

What concerns you about the industry and its future?

The assumption that pay-to-play would revert marketers to seek standard advertising techniques, losing the essence of what sets social apart from traditional marketing platforms.

Who's your right hand person/who guides you day to day?

My ultimate wingman (social media specialist) - Ales Pokora. Definitely the yin to my yang, he makes up for what I lack in terms of the “other side” of social metrics.

And your almighty mentor that you hope to dethrone?

Our CIO - Alex Cleanthous. His unapologetic need to always be better sets the bar higher than high which means exceptional is your starting point.

Career-wise, where do you see yourself in 2020 and how do you plan on getting there?

Working with my first love - in the music industry. Probably in marketing or creative direction.

What is the elephant in the room?

Social is fast becoming pay-to-play and very saturated. The secret is knowing how to tell your brand story in a way that's not been done before.

Where do you turn for inspiration?

My Spotify subscription.

Tell us one thing people at work don’t know about you?

I grew up wanting to be a lawyer.

Favourite advert is:

What’s your personal motto?

“Be fearless in the pursuit of what sets your soul on fire.”

I got into advertising/ad tech/marketing etc because:

A very fortunate accident that's fast become the reason I get out of bed in the morning.

If I wasn't doing this for a living, I'd be:

Touring the world with my favourite band (Radiohead) as their guerilla marketing manager.

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