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.
Saskia Parton: Sales director at Fur Media
Time in current role/time at the company:
About 18 months.
How would you describe what the company does?
We are the largest pet focused media channel in Australia. We offer a combination of digital panels, located in vet clinics, and various online pet platforms targeting 1.6 million pet owners and 3.5 million pets.
What do you do day-to-day?
I work closely with clients to understand their marketing goals and offer advertising solutions that align with their objectives. I manage relationships with clients and collaborate with media teams to ensure delivery of campaigns and briefs. My day also typically involves prospecting new clients and staying up to date with industry trends.
Define your job in one word:
Collaborative
I got into marketing/advertising/media/tech because:
I guess you could say it was in my blood. My father ran his own PR and creative agency. Advertising sales felt like a natural fit for me, combining my love for creativity and media strategy.
What’s the biggest challenge you face in your role?
The biggest challenge is balancing client expectations with the realities of performance metrics. Advertising success can be attributed to various multi-channel campaigns, not just one channel in isolation.
What’s the biggest industry-wide challenge you’d like to see tackled?
Consumers are exposed to many ads these days and it is hard to make sure we are maintaining consumer engagement. Adding value and meaningful experiences is key.
Notable campaigns you have worked on:
A cross platform strategy for Royal Canin - a content and influencer led campaign utilising Mad Paws online and amplifying this content to their huge database and the screens in the vet space. While pet brands are a natural partner for Fur Media, we are seeing a lot of non-pet related campaigns especially in the movie category.
Who has been a great mentor to you and why?
There is a former Sales Director that hired me for my first role in advertising sales who taught me that hitting your sales targets was important, but it was more important to build long-lasting relationships.
Words of advice for someone wanting a job like yours?
Make relationships first, sales second. Find out what the client’s needs and objectives are, then the solution will sell itself.
If I wasn't doing this for a living, I'd be:
I love real estate and always have. I believe if I hadn’t gone down the advertising sales path, I would have become a buyer’s agent or something in the real estate industry.
My mantra is:
Persistence beats resistance – if you keep pressing forward, even during tough times, then eventually the challenges will give way to your determination.
My favourite advert is:
It would have to be the Bud Light Wassup commercial from 1999! And the Carlton Draught Ad (there seems to be a beer theme).
Music and TV streaming habits. What do you subscribe to?
Spotify for music and Netflix, Stan, Paramount, Binge and Foxtel for TV streaming. Currently, I can’t seem to get enough of Black Mirror and Million Dollar Listings LA.
Tell us one thing people at work don’t know about you?
I was a fire breather in the opening ceremony of the 2000 Sydney Olympics.
In five years time I'll be:
We are expanding our footprint into global markets so I see myself working across the UK and US markets as we continue those roll outs.
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
Sign up to the AdNews newsletter, like us on Facebook or follow us on Twitter for breaking stories and campaigns throughout the day.