Our Industry Profile takes a weekly look at some of the professionals working across the advertising, ad tech, marketing and media sector in Australia. It aims to shed light on the varying roles and companies across the buzzing industry.
Today, we speak to co-CEO and co-founder of influencer business Hypetap, Detch Singh.
Duration in current role/time at the company:
Three and a half years.
In one sentence, how would you describe what the company does?
We help brands and agencies run clever, creative and efficient influencer marketing campaigns using technology and data.
In one sentence, what does your role involve?
Everything and anything that needs to be done to make us the strongest influencer marketing provider for our clients
Within the last six months/year, what stands out as the company’s major milestones?
It’s been a pretty big few years for us.
In the 16 months leading up to June, we grew net revenue at a 30% cumulative monthly growth rate and more than doubled the team size organically. While we’ve been very selective with influencers, we’ve also grown our network to more than 2,500 influencers with a combined audience of over 370 million.
Best thing about the industry you work in:
We get to help shape and grow it.
Previous industry related (ad land/ad tech) companies you have worked at:
Previously from a mergers and acquisitions background at an Investment Bank. Having said that, I’ve lived and breathed influencer marketing, media and ad tech since we founded Hypetap - so that’s definitely my jam.
Career-wise, where do you see yourself in three years time?
Wouldn’t see myself anywhere other than Hypetap. We have so much left to achieve and so many milestones ahead.
What is the elephant in the room? The thing that no one is talking about – but they should be:
In a data heavy world, how do we distill what is important and what isn’t? Particularly when assessing the success of marketing activity. What is smoke and mirrors and what actually has substance? There is a lot out of data out there which ‘ticks the box’ but doesn’t actually show real value.
Tell us one thing people at work don’t know about you?
I buy multiple pairs of the same socks so I don’t have to pair them.
Top networking tip:
Look to make friends and help good people. The rest falls into place.
My favourite restaurant for a business lunch is:
D.O.C Espresso in Carlton.
My favourite advert is:
Peugeot 206 - India
My must-have gadget is:
My phone.
My favourite media is:
Social
My favourite TV show is:
Of all time - The Sopranos
Currently - Game of Thrones
The last book I read:
Delivering Happiness by Tony Hsieh
My mantra / philosophy is:
Don’t sweat the small stuff.
I got into advertising/ad tech/marketing etc because:
Because there is so much disruption right now and it’s an incredibly exciting space to be in.
If I wasn't doing this for a living, I'd be:
Venture capital or running another media-based tech business. Definitely not something I think about right now.
In five years' time I'll be:
Living a less chaotic life.
Define your job in one word:
Exciting.
What's your poison:
Coming up to summer, Hendricks and tonic.
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