Tell us a bit about your role! Is there a “typical” day?
The VaynerMedia model is built for the speed of culture so there’s always a lot going on. I wouldn’t say there’s a “typical day” but most days involve quite a lot of meetings for me, such as…
- Client meetings - these will vary in nature but might be campaign briefings, strategic and creative presentations and reporting and analysis reviews.
- Internal Creative reviews - Our in-house creatives and creators are making content daily for our clients so there will always be new creative concepts or content to review before it goes to the client.
- Global sharing calls - There’s a real culture of sharing at Vaynermedia so I speak with my Global counterparts and teams to ensure we’re constantly sharing information. This could be anything from trends we’re seeing in local markets, to platform updates and content that’s going viral. If it’s applicable to EMEA, we take these insights and apply them to our client work.
- Management meetings and 1:1’s: The EMEA leadership team will meet regularly to discuss a number of topics such as Global business updates, New Biz, financials and agency L&D. I also meet with my direct line reports to discuss their development.
And when I’m not in meetings I probably have my head stuck in a presentation or spreadsheet!
What was the biggest challenge in getting to your current position?
If I am being truly honest, self doubt. There’s been times, especially at the beginning of my career, where I held myself back from going for things or speaking up. I’ve learnt over the years that you’ve just gotta put yourself out there, feel the fear and do it anyway!
What is your personal background and what role did it play in your career?
I was born in London but come from a big Irish family (hence the freckles and ginger hair). I was incredibly fortunate to have a family that supported whatever I wanted to do as long as it made me “happy”. After a short stint studying to be a nurse, I had a change of heart and enrolled to study Events and Marketing at Bournemouth University.
It’s here that I found a passion for all things advertising and marketing and the rest as they say, is history. I’ve never had a big master plan for my career, but just keep following what makes me happy and allows me to have fun along the way which so far seems to be working!
What is your biggest career-related win? What is your biggest loss?
The biggest career-related win if we’re talking industry accolades would be winning a Cannes Lion in 2021 for a two part documentary ‘Concrete Green’ made in partnership with Timberland and MTV. The documentary followed UK rapper Loyle Carner back to his roots in Croydon to turn disused concrete spaces into green areas for the local community.
I don’t tend to dwell on losses, instead I view them as opportunities to do it differently or better next time. I also believe what’s meant for you won’t pass you by!
Which individuals and/or agencies do you gain inspiration from? Do you have any heroes in the industry?
Rory Sutherland is a legend in the industry and someone I gain inspiration from. I love how he combines the latest in behavioural economics and evolutionary psychology and applies it to real life examples - with a wicked sense of humour.
Would recommend reading the Alchemy: The Magic Of Original Thinking in a World of Mind Numbing conformity.
If you could go back to your teenage years, would you have done things differently? Do you have any regrets?
No, where would be the fun in that? In my teenage years and early twenties, I lived by the motto ‘bad decisions make good stories’ so I have no real regrets but many great stories!
If you weren’t in your current industry, what would you be doing?
I have a passion for psychology and behaviour change but also have a pipe dream of working with dogs so in some alternative life. I’d like to think I could combine the two and be a dog psychologist (*googles to check if that’s actually a thing).
What’s your one big dream for the future of the industry?
To have more women enter C-level positions, get invited onto boards and get equal pay for the same responsibilities. Things are changing but we still have a long way to go!
What are your top tips for aspiring creative professionals?
Continue to be curious, ask questions, be open minded, wholehearted and most importantly be yourself.
What are your top tips for other creative leaders?
The top tips I try to live by…
- Listen to your team - you’ll gain insights and knowledge of the day-to-day reality and what your team needs from you. It will also foster a culture of trust as your team will feel heard and valued.
- Have the courage to be vulnerable - I learnt this from Brene Brown who describes vulnerability as “uncertainty, risk and emotional exposure”. It’s that unstable feeling we get when we step out of our comfort zone or do something that forces us to loosen control. In short, as leaders it’s ok to “not know it all” and show emotion - we’re not robots that have the answers to everything.
- Be Passionate - about the work and your team. Bring a sense of energy to everything you do, it fuels productivity and keeps people going when things get tough.
When you think about your team, what is the thing that matters to you the most?
Without repeating myself, I want my team to be curious, ask questions, be eager to learn and figure stuff out. I also want my team to be kind to themselves and each other, it’s a big part of the way we work at VaynerMedia.
Do you have any websites, books or resources you would recommend?
There are so many incredible sources of inspiration out there, and my list of websites, books, podcasts is forever growing. Right now, I’m listening to Steven Barlett ‘A Diary of A CEO’, reading ‘A path through the Jungle' by Steve Peters, and scrolling TikTok - the epicentre of culture!
