In the early years, her bedroom was a canvas of magazine cutouts, while her nights were spent crafting mock magazines for friends. It seemed like destiny when Sarah landed one of her first jobs in fashion at Wittner shoes, HQ.
Transitioning to agency life, Sarah became the social media expert, managing brands like UNIQLO and Vicinity. Then, like all true agency addicts, feeling the fire for the fast lane, Sarah pursed the role of a strategist, a role that has enabled her to flex her strategic muscle and work with global clients such as Airbnb, Harley Davidson, and ANZ.
Tell us a bit about yourself and your career. How did you get to where you are today?
Although fashion seemed like my destiny, I always had an ambition to be in Public Relations, Advertising or Media.
I went on to study at RMIT University, completing a degree in Communications – Public Relations. My lecturers weren’t too fond of me because I constantly wanted ‘real-world experience’ and would miss tutorials to fly myself up to Sydney (blowing my savings at the time) to work at Golightly PR and The Arc Factory – agencies that represented BONDS, Lover, Camilla & Marc, Karen Walker etc. At the time, I thought it was soooo worth it and honestly, I still do.
Kickstarting my career, I was able to get my foot in the door at a small independent business which then led me to become a Marketing Co-ordinator at Wittner shoes. This opened my eyes to the beauty of working ‘in-house’ and offered me a holistic view of the brand from sales, design to customer engagement. It also gave me hands-on experience, leading national campaign shoots, working with premium talent and epic media agencies. A perfect path (and book of contacts…) to help me with my next move.. agency land.
My latest leap came when I moved from social media into media/advertising, which tested my adaptability and was a role that I knew was ‘sink or swim’. Luckily, it’s been amazing, and I couldn’t be more excited every day to work on a global client like Mars. Plus, I’m all about pushing boundaries for growth and learning on the job…. so this role is just right!
What does a day in your current role look like? What do you enjoy the most about it?
I work together with brand managers, planners and marketplace teams to help create breakthrough campaigns!
A big part of my role is staying up to date with consumer habits/behaviours and the ‘cool’ of culture which means I spend a lot of time reading and researching. I also spend time meeting with media partners to better understand how we can utilise data, new formats, platforms and talent.
The part I enjoy most about this role is the ‘forever learning’.
Is there anything that you wish people knew about either your role or industry?
I believe the line between media, creative and PR agencies is blurring more and more so no matter which industry you’re in, creating more personalised experiences for consumers and building brand love is the priority!
What is a career challenge you have faced and what did you learn from it?
At the beginning of 2020, I was made redundant along with most of my office which was a tough pill to swallow. But it prompted me to become proactive, and utilise my network. I freelanced for a bit and found a new sense of confidence through that. So, even though I was offered my role back a few weeks later, I never ended up taking it. Silver lining!
Which practical skills have been most valuable to you throughout your career?
Understanding how to manage relationships and deal with conflict. I probably learnt most of this before my marketing career, working in retail.
Also, have a basic understanding of graphic design (hello Canva!) as it’s really useful to help clients visualise and for you to sell in your ideas.
Are there any platforms or tools that you use to help manage your workload?
Previously I have used social scheduling tools (Sprout, Later etc)
Trello can be helpful for do-to lists, and I also block out time in my calendar for ‘focus time’.’
And if I’m feeling busy, I’ll often schedule several calendar reminders in the lead-up to big deadlines
How do you maintain a work-life balance? What do you enjoy outside of work?
About a year ago, I set a new mantra: “If it’s not due by 5 p.m, it’s a tomorrow problem.” This mantra helped me step away from the computer, and if it meant I had to get up early the next day, I would.
During my WFH days, I always block out a one-hour walk over lunch. After work, I’ll do reformer pilates or F45, which allows me to switch completely off.
I don’t typically allow myself to work on weekends unless it’s ‘personal growth’ related, so I always make time to socialise and see my friends. Cosy winebars, visits to ACoffee roasters, Botanical garden laps or ordering toasties at Wildlife is where you’ll find me!
Have you had a mentor during your career? If so, what is the best advice they gave you?
I haven’t had a formal mentor but I’ve always had great relationships with my bosses, even when I’ve left the job. One, in particular, I speak to every week and is a constant soundboard in my life to throw creative ideas around with. She’s also great at helping me value myself for new roles and is a fabulous ‘connector’ within the industry.
Are there any career development activities, courses, or events you would recommend?
- Subscribe to every trend newsletter you can get your hands on for free.
- Review media, advertising, PR industry sites weekly to know what’s happening.
- And of course, attend a Marketing Women Inc networking event!
What is your career aspiration and how are you working towards achieving it?
I would like to continue developing as a Strategist and possibly have a stint working overseas in the future. But I think the end goal would be working for myself.
What advice would you give to someone beginning their career in marketing?
- If you want to learn how to do something, go out and find out how to do it yourself. Don’t wait for someone to teach you. Use the internet and all of the free knowledge available to your advantage.
- Keep up with your work relationships even if you move jobs. It’s so much easier to find new opportunities or get a foot in the door when you have someone you can call in your back pocket.
Why is connecting with a network of other women in marketing important to you?
Any opportunity for women to come together and connect to drive a more powerful, female-focused future…I’m in.
Podcasts act as the soundtrack to my day and I’m constantly finding inspiration for ideas in different voices. I also love reading creative websites, spend hours on Pinterest and TikTok which fill me with great ideas. If I’m lacking creativity I’ll always take a shower and generally something will spark from the steam.
Do you have a favourite quote that has inspired you, either in your work or life?
“Original thinkers doubt the default” – Adam Grant
What are you listening, reading, and watching for education or entertainment?
To Listen: Audio Books, Podcasts, Speeches…
Mi3 podcast (because i’m still trying to develop my media learning myself)
Dish for a laugh
or Dua Lipa’s new Album Radical Optimism
To Read: Books, Magazines, Newsletters…
Everything I know about love – Dolly Alderton
The Cut – Culture (for women) by New York Times
To Watch: Documentaries, Films, TV Series…
ummmm where are my Brigerton girlies… season 3 is here!
To Follow: Instagram, TikTok or any newsletters?
Substack Newsletter – ‘The Cereal Aisle’ by Leandra Medine Cohen
