Women In Media: It’s Realestate.Com.Au’s Georgina Leslie
With just two more days until our fantastic Women in Media event, and just a few tickets still available, we chat to the lovely consumer and brand marketing manager for realestate.com.au, Georgina Leslie about Nashville, rejection and walking the floor.
Describe your average day?
An average day will often start with a run along the beach or around the lake with my dog. I couldn’t think of a better way to clear my head and start the day feeling great.
We have a hot-desking environment at REA Group, so the first decision of the day is to choose a desk. On any given day I might be sitting next to someone from our Behavioural Analytics and Communications team, a graphic designer or our Executive Manager. I really like it as you get to sit next to a variety of people.
An average day at realestate.com.au is fast paced. Throughout the day I meet with internal stakeholders from across the business, and externally with agencies and media suppliers. I carry my laptop, notebook and mobile with me from meeting to meeting room and it is often not until the afternoon that I get a chance to start responding to emails. As a business that practices an agile way of working, many of our meetings are also organised as ‘stand ups’.
We are spoilt for good coffee in Richmond, so there is always time to grab or coffee (or two) from one of the great cafes within 100m of the front of the office.
What’s the most challenging thing about your job?
The most challenging thing about being a marketer is the balancing act between the development and execution of your marketing strategy for long-term growth, with the necessities of achieving short-term objectives.
Ultimately the short and long term goals should be aligned, but in reality there is often, and importantly, internal pressure to achieve short-term results. It’s crucial to continually consider your ambition for your brand in the long term and make decisions today that put you in the best position to achieve this.
What’s the hardest brief you’ve ever received or hardest job to execute?
My first professional role was as an International business development manager with Australian production and distribution company World Wide Entertainment. There were some incredible perks with this role, including great travel, but it was also at times the most difficult job I have had.
I managed the distribution of our content into North America and a significant part of my role was to prospect for new business. With the time difference, this meant that most days started at 5am on the phone to clients in the US, and included ‘cold calling’.
I had been attracted to the role because of the industry and business rather than the fact that it was in sales, but on reflection I think starting my career in a sales role was the best thing I could have done.
Being in a client-facing role taught me some fundamentals of good business – the importance of good communication whether it’s on the phone, via email or in person; taking accountability for your effort and output; and if something doesn’t go as you would have hoped or a deal falls over, to not to take it personally.
What has been your favourite job in media and why?
Aside from my current role as consumer & brand marketing manager at REA Group which I’ve been in for five months, my favourite role was as Asia Pacific marketing manager for Lonely Planet. As a consumer of many Lonely Planet guidebooks during my travels, I was so thrilled when I started working there to find that the people behind the brand were exactly as you would expect: they believe travel improves lives, and they are driven to help people have amazing experiences wherever they are in the world.
Professionally it was also a really interesting experience to work in the publishing industry in a period of such change. I was faced with managing a brand with very high awareness, but in an increasingly competitive market.
A brand that has a strong reputation around the globe, but with less than 500 staff is relatively small. It was a great opportunity to be involved across the spectrum of marketing within the business and to develop and execute campaigns at a global level.
What would be your ultimate role?
CMO role in an organisation that has a strong consumer focus, a global audience, and not afraid to challenge the status quo.
What’s your quirkiest attribute?
Can I claim my brother as an attribute? People are often interested to hear that he writes for Fireman Sam and Bob the Builder. I am seen as famous by association by many of my friend’s young kids at the moment!
One thing no one knows about you?
I spent a summer working for a landscaper in Canada which included working on gardens at both Tom Hanks and Martin Short’s lake houses.
What are advertising/marketing’s biggest challenges or threats?
The rate of change in terms of how people consume their media can be a distraction for marketers and executives alike. I’m a big believer in keeping it simple, focus first on the core principles of marketing; segment the market, identify your target audience and decide what you want them to think about your brand in order to achieve your growth objectives.
Then you can have a bit of fun with how you get your message across and the most suitable channels to use to reach the audience.
What do you think are the most exciting things in the marketing and creative world at the moment?
For me there are a number of exciting things at the moment that enable brands to be even more effective at finding and reaching their target audience wherever they are in the world.
It is exciting that many of the barriers to entry that restricted smaller or new brands into the market have started to come down. More than ever there is opportunity for new brands to enter an industry and have an immediate impact.
Personally, I think the most exciting trend is the way many corporates are truly seeing the value in building brand equity. We now have more tools and data to measure the impact of a given campaign, so marketers are more likely to be given a ‘seat at the table’ and entrusted to provide direction for future growth of a brand.
If you were CEO what would you do differently?
It’s really important that a CEO develops their own leadership and management style, but remains flexible enough to adjust this to the specific business they are in.
One piece of advice I have heard from a number of successful leaders that has stayed with me is the importance of ‘walking the floor’. Understanding the current experience consumers are having with your product or brand – whether this means literally ‘walking the shop floor’ and/or listening to feedback directly from consumers. And this philosophy should also be the same for understanding the current experiences of your employees.
Hardest lesson you’ve had to learn (in or out of workforce)?
The hardest lesson I have had to learn is how to manage rejection. My husband and I lived in the US in 2010 and I must have applied for more than 40 jobs and only got one interview.
This was definitely a reflection of the economy at the time and the fact that I wasn’t a citizen, but it really taught me the value of networks, making the most of any opportunity you are given, and persistence.
Tea or coffee?
Skinny latte, no sugar.
What is your favourite word?
Saskatchewan
Cats or dogs?
Definitely dogs, I grew up on a small farm with Border Collies and I now have a very urbanised five-year-old ‘blue’ Border Collie called Sturgeon.
Guilty pleasure?
I cannot resist a good (read: over-the-top) TV drama set in the American South. Back in the day I couldn’t get enough of One Tree Hill and this has since led to a lot of hours watching True Blood, Friday Night Lights and most recently Nashville.
What’s your favourite TV programme?
When it comes to comedy TV programs, it’s hard to top Parks and Recreation, but Utopia definitely comes close.
What turns you on, emotionally, creatively, spirituality?
I am certainly inspired by anyone who is passionate about what they do, even if it is not something I am personally interested in.
Spirituality is a tough one, I think growing up close to the surf-coast in Victoria means that wherever there is an ocean in a rugged setting it will always bring feelings of calm and contentment over me.
What turns you off?
When people don’t take accountability, or don’t step up when the opportunity is there for them.
What profession other than your own would you like to attempt?
If I had followed the path that my undergraduate studies were leading me on I could have become a photographer or copywriter.
Sometimes I daydream about choosing a profession that sees me working outside all day like landscape gardening. Unfortunately I have enough trouble keeping my herb garden alive so I’m not sure this is a very realistic aspiration!
What are the pearls of wisdom you know now, that you wish you knew when they were younger?
Don’t wait to be asked to do something because you don’t think it is within your ‘role’ in a business. If you think something can be improved, take the initiative to take it on, and/or inspire a team around you to help you do it.
Latest News
Sydney Comedy Festival: Taking The City & Social Media By Storm
Sydney Comedy Festival 2024 is live and ready to rumble, showing the best of international and homegrown talent at a host of venues around town. As usual, it’s hot on the heels of its big sister, the giant that is the Melbourne International Comedy Festival, picking up some acts as they continue on their own […]
Global Marketers Descend For AANA’s RESET For Growth
The Australian Association of National Advertisers (AANA) has announced the final epic lineup of local and global marketing powerhouses for RESET for Growth 2024. Lead image: Josh Faulks, chief executive officer, AANA Back in 2000, a woman with no business experience opened her first juice bar in Adelaide. The idea was brilliantly simple: make healthy […]
Is Meta’s New AI Chatbot Too Left-Wing?
Meta's chatbot accused of being left-wing after being caught wearing a Che Guevara T-shirt & listening to Billy Bragg.
TV Ratings (23/04/2024): Why Did No One Tell Angela That Farmer Wants A Wife Is Set On A Farm?
As wonderful as this headline is, let's face it, we all know an 'Angela', don't we?
PubMatic Unveils New AI Partnership To Turn Social Posts Into Ads For Any Digital Channel
Here's some nifty tech for turning social posts into ads. Assuming said posts aren't one-star character assassinations.
Intuit Mailchimp Makes A Splash With Its First Australian Brand Campaign
Ever laugh along at a gag you didn't get so as not to appear dumb? Get ready for more feigning with this new work.
GumGum’s Rob Hall: Advertisers Can No Longer “Rely On Binary Descriptions” Of Consumers
If anyone's got their finger on adtech's pulse, it's Rob Hall. He also avoids using the good paper in the office printer
Mastercard Nabs Florencia Aimo From Marriott International
Marriott International's Florencia Aimo jumps from the hotel business to the exploitative credit card one.
Bastion Agency Appoints Cheuk Chiang As New ANZ CEO
Cheuk Chiang takes the reins over at Bastion Agency. But not the rains down in Africa.
Spotlight On Sponsors: Major Sponsorship Wins After A Disappointing Week In Sport
B&T continuing our deep dive into local sport sponsorships & that's despite not a single offer of a free ticket as yet.
Macca’s Marketing Director, Samantha McLeod On Big Mac Chant: “What Was Once Old Is Now Cool Again”
Macca's using the power of nostalgia in latest Big Mac campaign. Well, only for those who've ever eaten one sober.
World Premiere Of Midnight Oil: The Hardest Line To Open Sydney Film Festival 2024
Oil's biopic to open Sydney Film Festival. Here's hoping Molly Meldrum will take his pants down at the premiere.
Entries Are Now Open For The 2024 Brandies, IntelligenceBank’s Annual Brand Marketing Awards
The Brandies are, of course, a prestigious marketing gong and not the mystery tipple favoured by nannas everywhere.
The Fred Hollows Foundation Appoints Ardent For PR
Yes, we all like to have a joke at PR's expense. But sometimes it does important work, like this.
AI, eCommerce & Marketing Specialists Are In Increased Demand By Businesses, New Data From Fiverr Shows
Has your philosophy & anthropology degree left you with nothing but a huge HECS debt? Here's what you should've studied.
Perth’s First 3D Anamorphic Billboard Arrives Courtesy Of oOh!media
Do you love a buzzword? Now you can add anamorphic to the list as it relates to billboards, not a colleague's ears.
MasterChef Australia & Crown Resorts Launch Unique Dining Experience With ALUMNI
A pop-up restaurant staffed by MasterChef contestants! That's fine dining prices for first-year apprentice chef cuisine!
Amanda Laing Announces Resignation From Foxtel Group
Foxtel's chief commercial & content officer heads for the exits. Read nice things the bosses said about her right here.
The Lost Letters From Our Diggers: News Corp Unveils ANZAC Day Special
It's nice when brands respectfully acknowledge ANZAC Day.
Howatson+Company Acquires Akkomplice
Large indie acquires a slightly smaller indie. Much like a shark eating a tuna, just with less thrashing and blood.
Google Delays Third-Party Cookie Deprecation Again
In good news for the sale of picture library biscuit photos, Google continues to tease over the end of cookies.
Education A Low Priority For Aussies More Concerned With Cost Of Living Forethought Study Reveals
Study finds Aussies cutting back on education due to cost of living. Booze & Uber Eats sales remain largely unaffected.
“I’m Still The Same Person That I Was”: Rikki Stern Says “Fucc It” To Cancer Stereotypes
B&T always happy to promote the anti-cancer cause. Even brands that massively overdo it with the hot pink.
The Unapproved Climate Certification Allegedly Causing Mass Greenwashing
Are you left flummoxed in the canned tuna & free range eggs aisle? Just wait till this green certification gets up.
TV Ratings (22/04/2024): Fans Mock “Over The Top” Reaction To New MasterChef Judges
MasterChef returns for its 2024 season. B&T stands by putting peppercorns in Gravox & no one will be any the wiser.
Dentsu Restructure: Muddle, Harvey & Johnston Take Leadership Baton As Bass & Yurisich Exit
A large broom has swept through Dentsu's local ops this morning, taking with it some big names & the air con's cobwebs.
Industry Shares Trends Shaping The Industry This International Creators Day
B&T's asking adland creators to reveal their top trends. And it's not good news for your Jenny Kee cardigan collection.
Mable Extends HOYTS Sensory Screenings Partnership
Mable has extended its HOYTS sensory screening partnership. Vigorously defends its two-star Oppenheimer review.
Orphan Launches ‘They Need Our Help. We Need Yours’ For Children’s Cancer Institute
Anything to do with childhood cancers has B&T's 110% support. That said, we do ignore the red meat & alcohol warnings.
Smile Team Orthodontics & Keep Left Collaborate On Smile-Inducing Campaign
As parents would attest, given the cost of orthodontics you'd expect this campaign to be a lavish production indeed.
Opinion: How Video Calls Neglect Learning Diversity
Need an excuse to duck out of a video call this arvo? Show this to your boss.
DoubleVerify Achieves First-Of-Its-Kind Responsible AI Certification From TrustArc
DoubleVerify receives responsible AI certification. However, not its robotic vacuum that's been seen menacing the cat.
Smile For A Good Cause: The Social Media Campaign Giving Back To The Community
Are you known as the office Austin Powers? More for you teeth than shagability? Get snappy new fangs with this news.
Elon Musk Mocks Albo After ESafety Wins Court Injunction Against X
Albo's 2024 from hell continues - Rabbitohs in crisis, down in the polls and now feuding with world's richest man.
Real Estate Developer In Hot Water Over “Sexually Exploitative” OOH Campaign
Real estate agents again tops in the 'least trusted profession' polls, nudging used car salesmen & ad creatives.
Epsilon’s Shane Hanby: Post-Cookie Era Relies On “Teamwork” Between Brands, Marketers & Tech
This pro predicts more "teamwork" in a post-cookie era. Which spells bad news for the uncooperative or plain stubborn.