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.
Susie Mather: ANZ sales director of DoubleVerify.
Time in current role/time at the company:
16 months
How would you describe what the company does?
DoubleVerify helps brands improve the effectiveness of their online advertising and authenticates the quality of digital media giving clients clarity and confidence in their digital investment. With the increasing fragmentation of audiences and content being consumed, it’s more important than ever for brands to be confident in where they are investing.
What do you do day-to-day?
I ensure clients are maximising the effectiveness of using DoubleVerify’s solutions - from informing them on best practice, keeping them up to date with product development, discussing individual challenges and consulting on to best manage and use their budgets.
Define your job in one word:
Absorbing
I got into advertising/ad tech/marketing etc because:
I was working in sales although in a less-than exciting industry - whilst I was still living in the UK, I stumbled on an Adsales job advertised at MTV which was the closest I was going to get to having a career in the music industry, and it quickly propelled me towards the adtech industry.
What’s the biggest challenge you face in your role?
Mostly my own self-expectation. I am very detail-oriented and I like to take my time to ensure I deliver high-quality outcomes for our clients. I’m working on trying to find the balance between delivering the expected quality, whilst also needing to deliver on the intended output within a certain timeframe.
What’s the biggest industry-wide challenge you’d like to see tackled? Making social media platforms a safer place for users and advertisers whilst remaining independent and unbiased.
Previous industry related companies you have worked at:
I worked with Viacom in the UK, then I moved to Australia working for IPG, and helped launch Seven West Media’s BVOD platforms 7Plus and 7news.com.au.
Who is/has been a great mentor to you and why?
Jono Munschi - I worked with him at Seven for 3.5 years. His energy and pace is exhausting! But he leads by example, gives great advice, commands justified respect and is an authentic person. I’m lucky that we’ve become such good friends.
Words of advice for someone wanting a job like yours?
Be curious, embrace the detail and care about what you do.
If I wasn't doing this for a living, I'd be:
I dread to think. I was fortunate to find this industry.
My mantra / philosophy is:
Treat people as you would like to be treated.
My favourite advert is: Stella Artois, when the UK duty on high alcohol content drinks increased, they positioned themselves as a superior, aspirational and premium brand as they increased their prices, using European cinematesque ads with the tagline “Reassuringly Expensive”. How clever to make customers feel better paying a higher price for their product?! (I’m still reassured when I buy one).
Music and TV streaming habits. What do you subscribe to?
Netflix, Optus Sport, Deezer, and Amazon Prime are my go to.
Tell us one thing people at work don’t know about you?
How much I over think some things.
In five years’ time I'll be:
It’s hard to say, I didn’t know I’d be moving to Australia a little over 5 years ago. Trying not to overthink it
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
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