Zachariah Miller – PMW 30 Under 30 Winner
Head of Data and Insights
What do you want to change in the industry in the future?
From a biased perspective, I would obviously love better visibility on tracking. It's pretty insane how much media buying has changed over the past few years, but it has also forced the industry to be agile and adaptive. I'd like to see a more immersive experience offered with media and some new players to the game to compete with Meta. Maybe we can drive down those CPMs...
What’s the best advice you’ve ever received?
Funnily enough, the best advice I ever received was when I was 18 and working as a glassy in a bar. I wanted so desperately to be in the bar and thought my three months of washing glasses warranted me a spot in the bar. Thinking it was unfair because it didn't happen, I had a bit of a sulk and put less effort into my role as a glassy. My manager. at the time pulled me aside and told me it's never about tenure, but instead output. If I can prove that I'm the best glassy there is, then I'll get put into the bar. "No matter what it is in life that you do, just be the best at it." Sure enough, after taking that advice on board I was in the bar in no time.
11 years later and this is something that has always stuck with me. I've taken this advice into my digital career, which helped me to create the best strategies for my clients, get the best results, create the best environment for my team to grow in, and build my own department to be the best that it could be.
What top three skills do you think are essential for a performance marketer?
Empathy – you need to be able to understand how people feel and what makes them tick. This ranges across all things performance, creative and customer journeys.
Critical Thinking – you need to be able to look at a situation, gather the data, and make the best decision to move forward.
Methodical thinking – a strategy without direction or structure is really just throwing ideas at the wall until something sticks. What are you trying to ascertain from what you're testing? This is something you need to establish first.
Apart from Performance Marketing Unlocked, what’s your favourite business/marketing podcast?
Adspend – the guys there from TripleWhale have some incredible insights on scaling spend
Dara Denny – not necessarily a podcast (Youtuber), but her creative breakdown and way of thinking is top notch
DTC – epic for some holistic insight on strategy
Where would you like to be in 10 years time?
Running my own business or agency.
If you could work for Elon Musk or Jeff Bezos, which would it be and why?
Elon Musk – easily. Highly successful (obviously) but also seems to be the craziest dude. Simultaneously down to earth but also on the moon. Seemingly a paradox in many ways and I think a conversation with him about business and life in general would be fascinating.