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.
Dany Coutinho: head of digital strategy and operations, Sillyfish
Time in current role/time at the company:
Three years.
How would you describe what the company does?
Sillyfish is a digital marketing agency focused on driving and improving return on investment (ROI) for client businesses. We provide solutions, not assumptions, by giving each client a bespoke service while looking at all media to make sure our clients’ owned, earned and bought media are working together effectively, to maximise ROI.
What do you do day-to-day?
As head of digital strategy and operations, I oversee all components (digital strategy, activation and data insights and reporting) of the business. The most rewarding part of my job is leading a team to ensure we’re making a genuine difference to our clients’ businesses and ensuring we’re accessible to them at all times.
Define your job in one word:
Measurable!
I got into marketing/advertising/media/tech because:
It is really interesting to work with brands across all channels and verticals. I got into advertising, digital specifically, as data analysis is where I excel and where I can dare to be different while still measure and provide tangible results.
What’s the biggest challenge you face in your role?
The sheer amount of information available and how one can analyse and dissect this information to gain insights and use it to drive and scale business.
What’s the biggest industry-wide challenge you’d like to see tackled?
The biggest problem is cross platform tracking. With all the walled gardens in place it is difficult to understand a user’s true digital journey. There is no concrete answer at the moment, we can only assume.
Notable campaigns you have worked on:
Out of the box thinking and winning awards such as the APAC Search Awards and MMA Global Awards for finance and FMCG brands.
Who has been a great mentor to you and why?
My cousin, Navin D’souza, has been a mentor to me guiding me to take sensible decisions in my life. I’ve been using his advice in almost everything I do.
Words of advice for someone wanting a job like yours?
Data is your best friend. Take time to understand it well.
If I wasn't doing this for a living, I'd be:
A gym instructor.
My mantra is:
Carpe Diem (seize the day).
My favourite advert is:
Anything that has humour in it.
Music and TV streaming habits. What do you subscribe to?
Amazon Music, Netflix, Prime, Kayo.
Tell us one thing people at work don’t know about you?
I love road trips especially on motor bikes.
In five years’ time I'll be:
Expanding Sillyfish into the APAC market!
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