What are you going to do with your PMW 30 Under 30 Award trophy?
It's going to proudly sit on my office window next to a few other awards and signed memorabilia.
Where do you see yourself in 5 years time?
If I'm still in the same position to work with great clients all over the world, in 5 years time, I'll feel extremely grateful. I've never been good at planning ahead or predicting the future, especially working in an industry that changes so quickly and although it sounds boring, I'd love more of the same!
What piece of advice would you share with young professionals looking to work in the PM industry?
Always be testing. You never know if a new audience, bidding type, creative, copy or hook could be the difference and improve performance.
What is your favourite statistic?
I think we've become numb to how big some of the MAU [monthly active user] numbers are. The fact that Facebook has close to 3 billion MAUs and nearly half the world's population is bonkers.
What one thing above all would you change about the PM industry?
If we could go back to a pre-iOS14 era that would be fabulous. I think the difficulty in understanding attribution puts more pressure on both clients and marketers.
Bragging rights: what’s your proudest performance so far?
We helped scale an ecommerce business from $250,000 a year in revenue to $15m a year in revenue.
What do you listen to on your commute to work?
My commute across the landing isn't particularly long. However, I tend to listen to A Diary Of A CEO, regularly when walking the dog!
What is the one data or tech trend to watch out for in PM in 2022/23?
There's definitely been a trend of clients diversifying spend across channels such as programmatic and TikTok. From a CPM [cost per mille] perspective there's still huge value there and accumulating multiple touch points in a multitude of creative formats can be extremely powerful, from an acquisition perspective.