Our Industry Profile takes a look at some of the professionals working across the advertising, adtech, marketing and media sector in Australia. It aims to shed light on the varying roles and companies across the buzzing industry.
Alexandra Bliekast: head of National Trading & NSW Consortium Agencies
Time in current role/time at the company:
I joined News Corp Australia six years ago and have been leading the NSW Consortium Agency team for the last two years. Since coming back from maternity leave in May, I’ve taken on the additional responsibility of the National Trading function. These two parts of our business work cohesively and bringing them together ensures we connect with our clients and agencies needs in a faster, more seamless way.
How would you describe what the company does?
We are a media company that is all about building a better Australia for everyone. Every day we inform and inspire millions of Australians through our incredible brands. Over the last five years we have firmly focused on purpose, ensuring that we are giving back to the communities we serve. So whether it be the #LetHerSpeak campaign that was really important in terms of changing the law in Tasmania, or Hedley Thomas, picking up where the authorities left off through his The Teacher's Pet podcast in The Australian, to help secure a murder conviction against Chris Dawson.
What do you do day-to-day?
I work with an incredibly talented team and together we strive to earn the right to be our clients primary marketing and media partner. The beauty of our industry is that every day is different and brings its set of surprises and new challenges.
Define your job in one word:
Fascinating.
I got into the media industry because:
As I was finishing my Masters degree in marketing & strategy at Macquarie University, I started an internship at Yahoo7 in search marketing. I still remember walking in the office on my first day feeling like I was where I was supposed to be; the people, the energy, the pace made me feel in my element right away.
What’s the biggest challenge you face in your role?
Balancing everything I want to do - particularly as a new working mum. Any tips, please send them my way.
What’s the biggest industry-wide challenge you’d like to see tackled?
Two things that I’m very passionate about:
First, attracting and retaining more talent in our industry. We’re great at advertising but can do better at promoting our industry and the change we can actually make.
Second, and this one is close to my heart as I’m experiencing the benefits right now (I came back from six months maternity leave and my husband is currently on parental leave for five months) is further encouraging and supporting shared parental leave which allows for equal parenting and career roles within families.
Notable campaigns you have worked on:
So many come to mind but I’ll have to choose the first big project I worked on when joining News Corp. For Uber SamDay ‘Everyone knows a Sam’ we managed to rebadge the front page mastheads of The Sunday Telegraph and Sunday Herald Sun for the occasion. I remember taking our clients to Chullora to see the first copies being printed, pretty epic… That’s when I truly understood the impact and scale we can have for our clients.
Who has been a great mentor to you and why?
I’ve been very lucky to have many great role models and mentors, both males and females, in and outside our industry throughout my life.
I feel inspired every day by the calibre of people that work at News Corp and I am very thankful for the guidance and ongoing support I have from my leaders Lou Barrett and Danny Lavell.
Now that I’m in this position, I look forward to becoming the mentor.
Words of advice for someone wanting a job like yours?
Be comfortable being uncomfortable, we’re in a fast paced environment which is always changing so embrace change, hone in on your brilliant basics and embrace your lobster moments. If you don’t know what I’m talking about, check this video out.
Remember to be curious, eager to learn and ask questions. You’ll be surprised how many people are actually willing to teach and help out.
If I wasn't doing this for a living, I'd be:
I’d be running an airport. I am drawn to the rush and intricacies of logistics, where every little detail is crucial. Plus, airports are (usually) happy places, where people reunite with their loved ones or embark on new adventures, and I love to think that we had an impact on making their journey a pleasant one.
My mantra is:
Show up and bring your best self. Don’t sweat what you can’t control and be kind.
My favourite advert is:
My favourite advert at the moment is from the French Telecom company Orange around this year’s FIFA World Cup. With all the current hype around AI and the FIFA World Cup, I think it’s done a wonderful job at driving the viewer to confront gender bias and preconceived notions about women’s sport. Bravo!
Music and TV streaming habits. What do you subscribe to?
Everything, I like my options, from rom coms to sports docs and everything in between. I’ll always sing with gusto but I’m told that I’m tone deaf, I disagree.
Tell us one thing people at work don’t know about you?
Initially when choosing a country to do my year abroad, I had South Africa, India or Lebanon in mind. In the end, I’m so glad I chose Australia, making it my second home now, where I met my husband and some of my dearest friends.
In five years' time, I'll be:
Crazy to think that in five years, I will be taking my firstborn child to kindergarten...
As I continue to learn, grow, and push my limits, I aspire to become a catalyst for positive change, inspiring others to unlock their true potential.
I am determined to continue to contribute to the greater good through the work I do here at News Corp and see myself serving on a not-for-profit board, using my skills and influence to make a meaningful difference in the world.
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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