Marketing Mavericks: Genea’s Nicole Papoutsis

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Marketing Mavericks was a supplement in the latest mag, featuring some of Australia’s most daring and bold marketers. Today, we’re bringing you Genea head of brand and marketing Nicole Papoutsis.

Lost Dreams Of Garbage And Statement Earrings

A self-described Inner West Sydney dog mum, instafoodie with an unhealthy obsession for statement earrings, Nicole is also the head of brand and marketing at Genea. Starting her career at GE, she’s also spent time at Harvey Norman and St. George Bank. Nicole is a true marketing maverick; passionate, driven and currently listed on the CMO50 list. There’s no doubt this reality TV fan who takes annual trips to Waikiki is truly making waves across the industry.

Funnily enough, when I was 10, I wanted to be a garbage collector (apparently). I like to think, however, that ‘up-cycler’ was the intention though. Sounds more creative and cool, right? And now, of course, I’m the head of brand & marketing at Genea. Who knows where the garbo collector dream went? These days, instead of collecting trash, I’m charged with setting the strategic direction for marketing to drive growth, increase awareness around fertility, empower women and men to make life-changing decisions, and I wouldn’t have it any other way.

While I love the Genea brand, I’d have to say that any brand who’s achieved ‘verb’ status is definitely one that makes me jealous with rage (cue rage emoji!) When you’ve built a brand so relevant to people’s lives that you have an impact on a culture’s language, bravo. Bravo!

On the best piece of advice I’ve ever received, I have to say “spring forward, fall back” – it’s the only way I can remember which way I need to move the clock on the oven at the start of daylight savings! On the best piece of advice I can offer, especially to marketing graduates, all I can say is this: someone will listen to your ideas eventually, I promise!

My favourite ad of all time? Tough one. Sounds soppy but I can’t go past the original ‘I Still Call Australia Home’ Qantas ad. It was the first big brand ad that I really remember. It still conjures up emotion and gets me every time.

You’re summoned to the CEO’s office. Why?

To be presented with a silver platter holding wads of cash, piled up, being donated to my marketing budget.

Do you write an acceptance speech before award nights?

No-one wants to hear an acceptance speech.

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acoustic Genea marketing mavericks Nicole Papoutsis