Our Young Gun profile takes a look at some of the young talent across the advertising, adtech, marketing and media sector in Australia. It aims to shed light on the varying roles, people and companies across the buzzing industry.
Katelyn Robinson: Head of SEO at Alpha Digital.
Time in current role/time at the company:
Two years at Alpha
How long have you been in the industry?
Five years in March 2023
How did you get here? Was this always the plan?
After leaving high school I thought I was going to be a publicist, so I started studying Public Relations at QUT. After graduating from university, I moved to Munich, Germany and got my first taste of digital marketing, and I haven’t looked back since. Since moving back to Brisbane, I have worked at independent agencies managing the SEO strategy for some of Australia’s biggest brands.
Who is your right hand person/who guides you day to day?
My parents and partner are my right hand people. Even though they have never worked in digital or agency, their life experiences have helped me navigate my career in different ways.
My dad was the President of BlueScope Lysaght Australia and had over 20 years of experience in various leadership roles, so I rely on him pretty heavily for career advice, particularly as I moved into a leadership role. No matter what the situation is, his advice is always on point.
What’s the best thing about the industry you work in?
My favourite thing about working in digital, particularly in an agency, is the ability to learn about so many different industries and work with amazing marketing and eCommerce teams. We get to work with and learn from so many inspiring companies and people.
And the biggest challenge?
The biggest challenge about SEO is that we manage only one piece of the ecosystem. Sometimes we are impacted or limited by things that are out of our control.
Whose job have you set your sights on in the future?
I don’t particularly have my sights set on one person’s job. I’d love to eventually work for a brand that I am passionate about, maybe something in travel or sports.
Where do you turn for inspiration?
For career inspiration, podcasts are a great way to diversify my news and information sources and learn a little bit more than what is in my current network.
My current inspiration is Susie Wolff, CEO of Venturi Racing in Formula E. Her ability to trust her gut, follow her instincts and ability to adapt to whatever life throws at her is inspiring. She started off as a racing driver in carting and was the first female driver in F1 in over 22 years. Her support of women in such a male-dominated industry is inspiring, and she has started different charities, such as Dare To Be Different, to break down barriers for women. She inspires me to believe in myself and to challenge any elements of inequality in our workplace.
My favourite advert is:
My favourite ad ever is Qantas’ I Still Call Australia Home. As someone who lived overseas for much of my life, it still makes me cry every time I watch it. I think a good ad is something that connects to people on an emotional level and sticks with them throughout the years, and this ad definitely does that.
Tell us one thing people at work don’t know about you?
I am a huge Formula One fan - see you at the Australian Grand Prix next year!
In five years' time I'll be:
I have no idea where I will be. Five years ago, I didn’t even know that SEO was a thing, and now I lead a department.
I hope that I will continue to work with brands and people that inspire me and hopefully have a few more industry awards under my belt!
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