In this series, AdNews spotlights young talent in the Australian media, marketing and advertising sector. This time it's GumGum's head of sales, New Zealand, Georgia Falloon.
Time in current role/time at the company?
Five-and-a-half years, taking us right back to when we were Playground XYZ. I’ve loved watching Playground XYZ grow from a Sydney-based startup into a global commercial success, culminating in its 2022 acquisition by GumGum. Since joining in 2019, I’ve had the privilege of being part of this incredible transformation, adapting to the exciting milestones along the way.
How long have you been in the industry?
Almost 10 years now! Feels like a lifetime but I know the best is yet to come.
How did you get here? Was this always the plan?
If you’d asked me 10 years ago, this career path wouldn’t have been on my radar. Back then, I was focused on international marketing, having dedicated years to Chinese immersion through school and university. After an internship in Beijing, I realised I wanted to be situated in Brisbane, and that’s when my media journey began. Starting in regional TV sales, I transitioned to a small social media agency before discovering my passion for digital sales. Building strong relationships in the Brisbane market became the cornerstone of my success and ultimately opened the door for me to launch GumGum in Queensland.
Who is your right-hand person/who guides you day to day?
My right-hand person is Matt Coote, our new country manager who joined late last year and has already made such a positive impact on the business. His leadership style is down to earth, supportive, and people first, which has been so helpful as GumGum gears up for one of its biggest years yet. Matt has been an incredible mentor, always offering thoughtful guidance and encouragement that’s made a real difference in how we work together and drive success as a team. He’s fantastic at bringing people together and ensuring everyone feels empowered, which has created such a strong and collaborative team vibe.
What’s the best thing about the industry you work in?
The best thing about the media industry is, hands down, the people. I get to work with some of the most talented, creative, and inspiring individuals every day, and that’s what makes this industry so special. It’s all about building genuine relationships—whether with colleagues, clients, or partners—that drive collaboration and innovation. Those connections not only make the work more rewarding but also create a sense of community that keeps me excited to show up every day.
And the biggest challenge?
They say the cookie is dead, but honestly, in this industry, it feels like we’re all just trying to bake something new every day to keep up! The rapid evolution of technology is one of the biggest challenges we face—just when you think you’ve mastered one platform or tool, a dozen new ones pop up overnight.
Whose job have you set your sights on in the future?
In the future, I’ve definitely got my sights set on something a bit dreamy—perhaps a Vice President of Sales role, ideally in a vibrant market like Brisbane, or maybe somewhere with a little more adventure, like New York, London, or Paris. I’d love to take the skills and experience I’ve built and scale them in a global context.
Where do you turn for inspiration?
I’m lucky to have a network of mentors both in and outside of the industry, along with my amazing local Brisbane team and internal leaders, who I can turn to for support and guidance. They create a space where I can brain dump, explore new ideas, and get diverse perspectives that really help me grow and stay inspired.
Tell us one thing people at work don’t know about you?
I’m a pretty open book, however one thing people at work might not know about me is that I used to organise music and DJ events for Brisbane nightlife before I dove into the media industry. Think like Skrillex, Steve Aoki, Tigerlily, Timmy Trumpet etc. hence my passion for always playing office DJ in the Brisbane office.
In five years time I'll be…
In five years time, I’ll either be living my best life in a beachside haven with my cavoodle Ollie or running a successful global sales team in a bustling city. Either way, I’ll be thriving in both work and life!
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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