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.
Genevieve Brock: Head of marketing at Circles Life.
Time in current role/time at the company: 1 month
How would you describe what the company does?
Circles Life was born with a vision to give power back to customers through unrivaled experience, unbeatable tech, and unapologetic simplicity. Powered by the Optus 4G Plus Network in Australia, Circles is on a mission to give Aussies a true alternative to the traditional telco model. As a telco provider in five countries and SaaS operator, we like to think we’re more ‘tech’ than ‘telco’. This means we have an unwavering focus on fast, tech-enabled service. In fact, we have the No.1 rated telco app in Australia for both usability and features. We also offer no lock-in contracts, a 30 day satisfaction guarantee, BYO number options, price matching, and unbelievable prices. We’re also one of the only providers who provide the latest plan discounts to new AND existing customers. How’s that for untelco?
What do you do day-to-day?
It’s pretty varied, which is what I love about marketing. One day I could be planning a campaign, or responding to a highly dynamic market, but most of what I try and do each day is create enduring value for our customers through products and propositions and support my team to deliver their own version of excellence.
Define your job in one word:
Evangelisation.
I got into martech and media because:
When I was growing up my Aunt worked at Unilever on the Streets brand. We were delighted to visit her, and her freezer full of ice cream! At first I thought she worked in the factory but eventually I found out that her role was in marketing and as I learnt more about what she did, my career plan started to take shape. Art and English were my top subjects at high school, so working in marketing seemed like the right fit.
What’s the biggest challenge you face in your role?
Telco is largely seen by consumers as a utility. They don’t want a deeper relationship with us any more than you would like a deeper brand relationship with your electricity company - and yet there are 50+ telcos in Australia with much bigger budgets than us. My biggest challenge is cutting through the noise in a way that resonates with our audience and drives a deeper connection than a purely transactional one.
What’s the biggest industry-wide challenge you’d like to see tackled?
If I think about the telco industry, I would have to say it’s ‘trust’. Telcos historically have behaved in ways that haven’t demonstrated much regard for customers - that needs to change. If I think about the marketing industry, it would be how we continue to educate stakeholders in the value of (sometimes) intangible things like ‘good will’ and ‘brand’.
Notable campaigns you have worked on:
In 2021 I worked on a digital campaign to encourage COVID-19 vaccination complacent Australians to book in their jab and help our business community get back to business sooner. In what seemed like an endless lockdown, I felt like I could actually make a difference. That campaign gave me a strong sense of purpose at a really tough time for so many Australians.
Who has been a great mentor to you and why?
I couldn’t have achieved anything without the inspiring leaders and mentors I’ve been fortunate to work with. Richard Spencer showed me how to take calculated risks and build high performing teams. Anthony Shiner trusted me with two of the most exciting, challenging and rewarding roles of my career.
Words of advice for someone wanting a job like yours?
Knowledge of data and analytics has never been more important for marketers. You need to know how to speak the language of the leadership team. And numbers always win.
If I wasn't doing this for a living, I'd be:
Designing houses! I wanted to be an architect before I discovered marketing.
My mantra/philosophy is: Be curious
My favourite advert is:
I love the powerful emotional connection that’s created in this Google x ALF ad.
Music and TV streaming habits. What do you subscribe to?
Spotify (podcasts & music), Netflix & Binge.
Tell us one thing people at work don’t know about you?
My 10 year old is teaching me to play his trumpet.
In five years' time I'll be:
Living in a new house (currently under construction)
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