Women In Media: It’s eHarmony Marketing Boss Nicole McInnes

Women In Media: It’s eHarmony Marketing Boss Nicole McInnes
SHARE
THIS


What best describes you?

Who doesn’t need some extra love for a Monday and so who better for B&T’s latest Women In Media profile than eHarmony’s Nicole McInnes? Here she talks what drives her, why she hates liars and Kung Fu Panda Quotes…

Describe your average day?

At around 6am my “alarm clocks”, aka my six and seven-year old boys, gently wake me using the latest ninja move they’ve picked up from all their educational screen time, on my shins or stomach. Once recovered, I try and squeeze in 10 minutes of meditation before I face the hectic morning routine.

Most days work starts with a call with the US, and then, between meeting with the team and our agencies, I am either buried in data and dashboards looking at how to optimise the business, or working on creating and aligning brand vision with all of our channels to market.

What’s the most challenging thing about your job?

Inspiring people. Your team won’t go above and beyond if they don’t understand why the company exists – neither will your customers. So right now I’m focused on defining that, and getting everyone aligned and engaged with that internally before we start planning on how we take that to market.

What drives you?

Two things keep me doing what I am doing. One: I love connecting with people through creativity and emotion. I do a lot of writing and design still and I love working out ways to make people feel more, enjoy life more deeply and think more. There’s a richness to life that brands and products can bring if they understand what makes people happy, and I have made sure to work for brands that want to do that too.

Two: I love to change things, not for the sake of it, but because if the problem is always changing, then the solution is never going to be the same. I don’t innovate or disrupt so I can make a name for myself, I do it because if you are focused on the best solution in business you won’t be able to help but change things up.

What’s the hardest brief you’ve ever received or the hardest job to execute?

Delivering a brand campaign for Pandora in an 8-week timeframe, with no creative agency on retainer. Luckily, our media agency was set up to mobilise creative talent, and we were able to deliver a beautiful fully-integrated campaign within the deadline. The outcome was a 670 per cent uplift in listener growth rate in the first six weeks. It was the hardest 8 weeks of my career, as well as the most rewarding.

What has been your favourite job in media, and why?

My current role is definitely my favourite; it is a perfect mix of science and emotion, which when combined opens up a world of possibility. My second fave was Dell because despite the stakes being so high, they were an intense meritocracy, entrepreneurial and way ahead of their time. It’s where I learnt how to optimise a media mix in real-time, and added strong commercial acumen to my creative side.

What would be your ultimate role?

One where I am working with people who are smart, curious, brave, warm (and preferably hilarious, too) and most importantly aligned towards a common goal that is on a higher level than self-interest. I’ve been lucky enough to have experienced that twice now in my career and the plan is to keep finding or creating those environments in the future.

What’s your quirkiest attribute?

I have a wicked sense of humour, and at times have been known to pause a meeting if something hilarious is too funny to not highlight, even if it’s at my own expense. Basically, a less funny cross between Jerry and Kramer.

One thing no one knows about you?

I quote Master Oogway from Kung Fu Panda occasionally, like now: “One often meets his destiny on the path he takes to avoid it”.

What are advertising / marketing’s biggest challenges?

Becoming obsessed with trackable media and forgetting that some of the most effective media, and indeed that which drives digital efficiency, is untrackable. Crossing three layers of data, with device ids and social profiles is great. That level of targeting and re-targeting has its place in the media mix but far too much focus is put in this area, and not enough on the fact that humans engage with a brand when it makes them feel good, and most importantly when it aligns with their values. Right time, right place does not replace “right message”, if you haven’t got that right, then there is no right time or place.

What do you think are the most exciting things in the marketing and creative world at the moment?

The same thing that has always been the most exciting – and elusive: how do you connect with your customers beyond the transaction? Channels and technology are just the vehicles; what’s exciting to me is how VR or the internet of things is used to create a feeling inside another person, not the technology itself.

Hardest lesson you’ve had to learn (in or out of workforce)?

Ego and fear in leadership destroys morale and culture faster than any other force in a team.

Guilty pleasure?

Any movie with Melissa McCarthy in it, and reading Joe Hildebrand’s and Rosie Waterland’s columns.

What’s your favourite TV program?

Would I lie to you? A British comedy panel show with Rob Brydon, Lee Mack and David Mitchell.

What turns you off?

My biggest turnoff is, ironically, people who lie. It fascinates me, actually, because it is such a useless pursuit given most people can see straight through it. The best policy is just to be yourself – quirks, vulnerabilities, strengths and all. This is even more important if you are lucky enough to be leading people.

What profession would you not like to do?

Orthopedic surgeon

Have you ever felt like giving up?

Absolutely, many times! But I am SO glad I didn’t because although I didn’t see it at the time, the challenges you need are the ones you get! And I am enjoying my work now more than ever.

What are the pearls of wisdom you know now, that you wish you knew when you were younger?

Face your shadow, accept the “bad” side of yourself and get to know it …well. What you find is there are positives from having that side to your nature and it actually isn’t bad at all. So you don’t have to run from it, by pretending you are perfect or blameless – that just leads to inertia. Embrace all of yourself and know that every element is there to make you your perfect imperfect self. Only you can create the life you want to live.

 

WIM_COMBINED_edm-1-1

Please login with linkedin to comment

Latest News

The Advertising ID Consortium Welcomes New Platform Partners
  • Advertising

The Advertising ID Consortium Welcomes New Platform Partners

The Advertising ID Consortium – the open identity solution for the digital advertising ecosystem – has announced new platform partners. Since the Consortium’s announcement in May 2017, the founding members have established a governance framework and product specification that includes an open and standardised cookie and accessible people-based identifiers, delivered in a secure, privacy conscious […]

Marketing Melodies Partners With Spotify-Backed Soundtrack Your Brand
  • Marketing

Marketing Melodies Partners With Spotify-Backed Soundtrack Your Brand

Australian in-store music provider Marketing Melodies has announced an exclusive reseller agreement with Spotify-backed Soundtrack Your Brand for the Australia and New Zealand markets. Founded in Sweden in 2013, Soundtrack Your Brand was developed to kill bad background music. Its flagship solution, Soundtrack Business, is a music streaming platform licensed for commercial and public spaces. The […]

Social Garden Becomes First Bronze Snapchat Certified Partner In Australia
  • Advertising
  • Marketing

Social Garden Becomes First Bronze Snapchat Certified Partner In Australia

Customer acquisition firm Social Garden has become the first business in Australia to achieve Bronze status on Snapchat. Among the new benefits Social Garden will receive as a result of its Bronze status is access to beta versions of Snapchat data tools, such as the Snapchat Conversion Pixel, as well as being among the first […]

Hypetap Appoints Nuffnang’s Chris Morfis As GM
  • Marketing

Hypetap Appoints Nuffnang’s Chris Morfis As GM

Influencer marketing player Hypetap has made its second senior hire in less than a month, appointing Chris Morfis as the company’s general manager. Joining from influencer marketing provider Nuffnang Australia, Morfis will guide Hypetap’s growing team, providing strategic direction to accelerate the company’s growth, as well as leading operations and managing relationships with key partners. Morfis’ appointment will […]

On Air sign in a studio broadcasting via radio, podcast or wireless transmission.
  • Media

ARN Announces Departure Of Content Director & Radio Veteran

Australian Radio Network (ARN) has announced that Charlie Fox, content Director for WSFM and The Edge, and WSFM morning announcer Ron E Sparks, have departed. Fox has been with ARN since 2005, and Sparks joined WSFM in 2002. ARN national content director Duncan Campbell said the departure of Fox and Sparks are part of the […]

OMD Announces New MD For Melbourne
  • Media

OMD Announces New MD For Melbourne

OMD unveils new Melbourne MD, and it certainly wasn't among any of B&T's picks. Not that we were picking, mind you.

Sydney Festival Chooses Brightcove To Enhance Online Video Content
  • Media

Sydney Festival Chooses Brightcove To Enhance Online Video Content

Video cloud service Brightcove has announced that Sydney Festival has selected the platform to improve its user experience through online video content. Brightcove will do so by removing third-party branding and pre-roll ads, as well as adding autoplay functionality, ahead of the event in January. Leveraging the Brightcove video platform to host and publish video […]

Does Your Christmas Marketing Suck?
  • Opinion

Does Your Christmas Marketing Suck?

Remember the old Palmolive soap ad that asked, "Don't wait to be told"? This is sort of similar, albeit sans any suds.

Opinion

by Peter Harris

Peter Harris
Queensland Anti-Porn Crusaders Cop Ad Ban
  • Campaigns

Queensland Anti-Porn Crusaders Cop Ad Ban

We have a strident anti-pornography policy at B&T. Earphones must be worn at all times and strictly no little people.

by B&T Magazine

B&T Magazine
Nature’s Way Celebrates Big Things Little People Do In UCG Videos Via Wavemaker & Storyful
  • Advertising
  • Campaigns
  • Marketing

Nature’s Way Celebrates Big Things Little People Do In UCG Videos Via Wavemaker & Storyful

Health and wellbeing company Nature’s Way is celebrating the achievements of kids in a series of relatable and entertaining online videos that tug at the heart strings of parents. Instead of using actors to tell the brand story of Nature’s Way’s Kids Smart supplement range, Storyful has helped Wavemaker to license user-generated content clips of […]

DEC PR Wins Hisense Account
  • Marketing

DEC PR Wins Hisense Account

Electronics and whitegoods specialist Hisense has announced it has appointed DEC PR to lead its strategic communications remit in the local market, following a competitive tender process. DEC PR will work to support its brand building activities and managing corporate communications. The agency’s work will integrate closely with Hisense’s other marketing partners. Andre Iannuzzi, marketing […]