Our Young Guns profile takes a weekly look at some of the buzzing young talent under 30s across the advertising, ad tech, marketing and media sector in Australia. It aims to shed light on the varying roles, people and companies across the buzzing industry. Last week we spoke to OMD account manager, Mitch Jansons.
This week we head to Melbourne to speak to REA Group social media manager, Rachael Doherty.
How long have you been in the industry?
Five years.
Duration in current role/time at the company:
Two and half years overall; one year in the social media team.
What were you doing before this job and how did you get this gig?
Before joining REA Group, I worked for JBA Digital, looking after the Australia Post SEM account. I remember being approached by REA Group’s talent team on LinkedIn for a SEM Strategist position. I knew I really had to wow the interview panel in order to get the job. I spent a good eight hours completing the task they gave me to test my knowledge and it paid off! From there, I worked really hard to diversify my skill set and prove my worth, which has lead me to my current role heading up the social media team.
Define your job in one word:
Hectic.
What were your real and cliché expectations of working in the industry?
I think the clichés are that marketing is all long lunches, boozy parties…
How does the reality match up?
The reality is that working in social, creating content and executing large scale campaigns is hard work. You have to be a perfectionist. Attention to detail is what separates a winning concept from a PR nightmare or a social media troll fest. I’ve spent many hours changing split second details in videos or tweaking a sentence of copy to make sure it reads right. It’s definitely not all beer and skittles (or canapés).
How would you describe what the company does and what does your role involve?
REA Group is a global advertising business, specialising in property. I work specifically for realestate.com.au, as social media manager. My role is to extend the reach of our brand and drive incremental traffic to the site, plus engagement within our owned channels.
Best thing about the industry you work in:
Creativity. It makes me so happy when I see people positively reacting to a campaign I’ve worked my butt off on.
Any major hard learnings in the job so far?
People management is equal parts challenging and rewarding. I think it also helps you learn a lot about yourself.
If you had to switch over to another department, which would it be and why?
I’ve probably had enough career re-directions at 28. I’ve gone from fashion to SEM to social. I think I’ll stay in the content and marketing realm for now.
What's exciting you about the industry right now?
The speed in which advertising is evolving. As brands we have the ability to interact with audiences like never before. From Facebook Messenger Bots, to custom Snapchat filters or Instagram Stories. The variety of ad formats we can tap into is what makes the creative process so exciting.
What concerns you about the industry and its future?
Burn and churn. Although I love the pace of all the new technology, the fact we’re constantly connected can make it hard to put the phone down and feel properly rested before the next day begins.
Who's your right hand person/who guides you day to day?
Sarah Millar. She’s the managing editor of realestate.com.au/news and we have worked side by side for the last year. I respect her work ethic and it’s nice to know you have someone to turn to celebrate the highs and to be there in trickier times too.
And your almighty mentor that you hope to dethrone?
If I had to name one, it’d be Amanda Chase. She’s a direct communicator; a humble but well respected leader and she always laughs at my jokes.
Career-wise, where do you see yourself in 2020 and how do you plan on getting there?
I’d love to be a creative director at an agency or client side for a beauty or boutique FMCG brand. Alternatively, I’d like to start my own small business that I can build up from scratch.
What is the elephant in the room? The thing that no one is talking about – but they should be.
Are agencies still as important now many large brands are taking ad buying and video production in house?
Where do you turn for inspiration?
I love looking at content from the Cannes Lions each year and I enjoy checking out their archives.I also follow loads of brands both local and internationally on Instagram and Facebook to see what’s happening.
Tell us one thing people at work don’t know about you?
I’m quite messy at home. I probably seem organised at work but it’s all a sham.
Favourite advert is:
Wheat Thins – Puppet. I saw this on holidays in the US a few years back. I think humour has the best cut through, I’ve never forgotten the brand Wheat Thins.
What’s your personal motto?
If you’re going to do it, do it right.
I got into advertising/ad tech/marketing etc because:
I realised studying fashion was fun, but being a designer probably wasn’t going to pay the bills short term. Marketing seemed like a fab industry that required a balance of creative and business skills.
If I wasn't doing this for a living, I'd be:
A hairdresser.
Do you know a Young Gun? Email lindsaybennett@yaffa.com.au
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