In this series, AdNews spotlights young talent in the Australian media, marketing and advertising sector. This time it's Paramount ANZ digital account manager Samantha Vanderhorst.
Time in current role/time at the company:
After nearly four years at Paramount’s New York office, I recently made the move to Sydney. I decided it was time for a change and for me to live out my dream of working abroad. I moved to Sydney in March and have been working at Paramount ANZ for about three months now. It’s been an amazing experience diving into a new market and seeing firsthand how the same company operates in a different country.
How long have you been in the industry?
I’ve worked in the digital media space for about five years. I spent some time working in strategy at Carat, where I created content calendars for Diageo’s portfolio of brands. I also spent some time working as a digital strategist at a small digital marketing start up in North Carolina, where I specialised in social media strategy. Landing a job at Paramount and working in the digital ad sales department was a dream come true for me, especially working with iconic brands like Nickelodeon and MTV, which I grew up watching. I loved iCarly when I was younger, but The Offer and Lioness are some of my most recent favourites on Paramount+.
How did you get here? Was this always the plan?
I’ve always been fascinated by advertising and media. I studied Communications, Sales and Psychology and was so intrigued by what attracts people to certain brands. I had the opportunity to merge my passion for sales and media when I landed my job at Paramount. I worked on some massive campaigns for Paramount such as the Nissan College Basketball sponsorship, the U.S. Army’s 'Be All You Can Be' campaign, and The Late Late Show’s Never-Ending Bowl of KitKats for Hershey.
While I loved my three and a half years working in the media industry in New York City, I had always dreamt of living abroad again. After studying in Italy in my early 20s, I always knew that I wanted to spend some time working abroad at some point. I truly enjoy immersing myself in new cultures, traveling, meeting people and putting myself outside my comfort zone.
Who is your right-hand person/who guides you day to day?
Caroline Preiss is my manager and my indispensable right-hand person throughout the day. She constantly challenges me to think differently and strategically, and I can’t thank her enough. I'm incredibly grateful to be part of her team and the entire Paramount sales organisation in Sydney. Everyone has been so welcoming and has truly helped me adjust to everyday life in Australia.
Apart from Caroline, Angus Plesums has been instrumental in helping me get up to speed with Australian slang. He supports me in everyday tasks such as building campaign plans and collaborating with clients. Lili Nicholls has been incredible help as well. Her warm demeanour and deep understanding of Paramount in Australia has been instrumental in guiding me through the nuances of working in a new marketing.
What’s the best thing about the industry you work in?
Working in media industry provides endless opportunities for creativity and innovation, allowing me to help shape the cultural narrative by strategically placing brands within the Paramount portfolio. I get to collaborate on campaigns across a variety of brands from Qantas to Beiersdorf. Being part of a global company allows me to connect with and influence a global audience, making my work feel very rewarding. Apart from that, the people in media are great!
And the biggest challenge?
The biggest challenge is navigating the ever-changing media landscape. Every day brings something new, from emerging technologies, to shows to viewing habits. Staying up to date requires continuous learning and being adaptable, but it also makes the industry exciting and full of opportunities for innovation and growth.
Whose job have you set your sights on in the future?
I’m excited to continue working in the digital media space and focusing in on my strategy skills. Immersing myself in a new market has provided me with invaluable new knowledge and has challenged me to approach problems from fresh perspective. Given the continuously evolving media landscape, I can't pinpoint a specific job at the moment, but I look forward to the opportunities that may emerge in technology in the coming years.
Where do you turn for inspiration?
Whenever I need a little inspiration, I turn to media outlets (Forbes, Refinery29), podcasts (The Skinny Confidential), social media (Instagram/ TikTok) or a book. Apart from that, I love watching the latest shows and movies (I been waiting patiently for It Ends With Us to come out) and going to art exhibits.
Tell us one thing people at work don’t know about you?
I grew up playing squash with my family and love the sport. Growing up in Buffalo, New York in the freezing cold, I naturally gravitated towards indoor sports. I brought my racquet with me to Australia and have enjoyed meeting other people who play the sport.
In five years time, I'll be:
I’ll be working in a sales strategy role and will hopefully be living somewhere close to the beach.
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
Sign up to the AdNews newsletter, like us on Facebook or follow us on Twitter for breaking stories and campaigns throughout the day.