Our Industry Insights 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.
This week we speak to Sendle co-founder and CMO, Craig Davis.
Duration in current role/time at the company:
Since 2014 (when Sendle was founded).
How would you describe what the company does?
Sendle is Australia’s only 100% carbon neutral courier service, helping small businesses thrive with convenient, door-to-door delivery and national flat-rate prices up to 70% cheaper than standard Parcel Post rates.
What do you do day-to-day?
My everyday activity is about finding ways to grow the business. We have a very focused marketing model that we are always tweaking and testing to make more efficient and it’s helping us grow at an average of 15% every month since we started.
Define your job in one word:
Stretchy.
I got into advertising/ad tech/marketing etc because:
I like helping to build businesses. Advertising was a way to get involved in a wide variety of client businesses and help them grow. Co-founding Sendle was about building a brand new business and business model from the ground up in the belief that if we could solve all the major pain points around parcel delivery for customers we could win a significant share of the market. So far, so good.
What’s the biggest challenge you face in your role?
Bandwidth. Startups are super challenging and you have to be able to shift your attention from one task to the next very quickly. We talk about switching between the microscope and the telescope all the time - you have to switch between long range strategic thinking to close up detail around execution fifty times a day.
What’s the biggest industry-wide challenge you’d like to see tackled?
Transport and logistics accounts for around 8% of global carbon emissions. We are Australia’s only 100% carbon neutral delivery service and we’d love to see Australia Post and others make the move to carbon neutrality.
Previous industry related companies you have worked at:
I finished Award School and started my own agency straight away which went through three incarnations in the first ten years working for clients like NRMA, Army, Navy, Air Force, Oracle, ASIC, Sara Lee and several fashion and financial services companies. Then I spent five years as Regional ECD for Saatchi and Saatchi across Asia, then five years as Global Chief Creative Officer for J Walter Thompson based in London, and then came back to Australia as co-chair and CCO for Publicis Mojo. Sendle is my third startup since I came back to Australia.
Who is/has been a great mentor to you and why?
There have been a few inspirational people in my life, friends and family mostly. They are never short of opinions and advice, and they always remind me not to take myself too seriously.
Words of advice for someone wanting a job like yours?
Stay open and curious and humble - that is where your growth will come from. And always work with the best people you can possibly find, they will challenge you and help you to learn and be your best.
If I wasn't doing this for a living, I'd be:
Teaching. I love teaching and help out at UTS and UNSW in the Business and Design faculties, and I teach an amazing Google leadership program to companies when I can make time.
My mantra / philosophy is:
It’s an adventure so don’t be faint-hearted.
My favourite advert is (and why):
It changes all the time. Ads, even great ones, have very short life expectancies. The best thing I’ve seen in some time is not an ad but the Childish Gambino music video for “This is America”.
Music and TV streaming habits. What do you subscribe to? (Spotify/Netflix etc)
Spotify, Netflix and blogs like First Round and Tomasz Tunguz.
Tell us one thing people at work don’t know about you?
I’m planning a trip to the Himalayas next year..
In five years' time I'll be:
Teaching more, writing more, learning new things and a bit better on the guitar.
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