Brand building with performance marketing – Marcella Monteiro, RocketMill

Audience advocacy and long-term gains shouldn’t be overlooked within performance marketing.

Marcella Monteiro – PMW 30 Under 30 Winner
Senior Media Executive

What does it mean to win a PMW 30 Under 30 award?

It's very gratifying and validating to have my contributions acknowledged by industry experts early in my career. It inspires me to continue pushing boundaries, striving for innovation and pursuing excellence. 

What do you want to change in the industry in the future?

In the future, I want to change the industry by promoting more diversity and inclusivity. I believe that performance marketing should be accessible to individuals from all backgrounds and demographics and that this diversity also brings a variety of perspectives which is incredibly important to innovative ideas that result in winning campaigns. With RocketMill, I actively work towards breaking down barriers and providing equal opportunities for everyone.

What’s the best advice you’ve ever received?

The best advice I've received was from my parents: 'no' is the default answer. If you don't try, the outcome is always already 'no', but if you go for it, and challenge boundaries, there's a chance of a 'yes', of changing the outcome. This has pushed me to take risks and pursue opportunities with determination and optimism.

How do you get motivated? 

My colleagues are a big source of inspiration, so chatting with them and surrounding myself with passionate individuals helps me stay invigorated. Starting my day with a good cup of coffee and a Spotify playlist also gets me energised and focused. 

What do you think is underrated in the industry right now?

Currently, an underrated aspect in the industry is the importance of brand building. There can be a tendency to focus solely on short-term gains and immediate results. However, investing in long-term brand building is essential for establishing a strong and sustainable presence in the market. By creating a compelling brand identity, consistently delivering value and cultivating audience advocacy, companies can differentiate themselves from competitors and ultimately achieve long-term success.