Marketing Mavericks: Google’s Aisling Finch

Marketing Mavericks: Google’s Aisling Finch

Did you miss B&T‘s latest mag issue? Firstly, subscribe here so you never miss out again. Secondly, you’re in luck, because we’re bringing you all the best from the mag and putting it online. You’re welcome.

Marketing Mavericks was a supplement in the latest mag, featuring some of Australia’s most daring and bold marketers. Today, we’re bringing you Google director of marketing Aisling Finch.

Whole Brained Ear Wiggler

With a marketing career spanning 20 years, Aisling is currently the director of marketing (ANZ) at one of the world’s biggest tech giants. Having previously worked for the likes of Telstra and with time spent on ADMA’s advisory board, Aisling now sits on the AANA’s board of directors. She is a true marketing maverick across the tech, media and telco space. 

At the start of my career I had no idea what I wanted to be ‘when I grew up’ (when does that happen?!) Now I know I love how marketing brings together both sides of the brain. There’s the data, science and rational insights side. Then there’s the emotive side: the creativity, ideas and gut feeling about what inspires and motivates people. I’m always learning: from my team, peers in our industry, and what other businesses and brands are doing. And nothing brings me greater joy than when I see marketing activity have a deep impact.

I count myself as someone who’s lucky enough to love coming to work every day. One of the great things about my role is the unique lens I get thanks to two very distinct parts: there’s the B2C side of things, where I’m connecting consumers with our products and then there’s the B2B part, where the audience is advertisers using Google’s ads products and platforms. I get to see best practices from a digital lens, as well as invest across all channels. It wouldn’t be very cool if Google marketing wasn’t good at using Google products! 

My favourite ad of all time (even though it’s so hard to pick just one!) it would have to be Generation Voice from Spark, which is a New Zealand-based telco. They took a very human insight about kids and demonstrated the enabling power of new technology. Also, it’s a very funny ad. As a marketer, we consistently see humour as a top driver of performance. It just works.

Two pieces of advice I’ve received that I’ve never forgotten and always refer back to are 

  1. The value of a good leader can be measured by the quality of their questions and 
  2. Your legacy (more than any project!) is the way you make people feel. 

Further to that, if I could offer any advice for marketing graduates it’d be don’t get caught up in debates about head vs heart, brand vs performance, art vs science or channel vs channel. The reality is the best marketers bring both sides of their brain to any challenge. Insights, empathy and creativity will always be important, as will demonstrating value and measuring real business impact.

Your best party trick?

 I can wiggle my ears.

Last book that you read to the end?

Ronan Farrow’s Catch and Kill

 

 




Please login with linkedin to comment

    Latest comments
    1. I too have recently adopted an “it’s how you make people feel” philosphy – learnt from an unlikely source – The Rock!. Coming from a ‘doer’ work mindset, it has taken me a long time to figure this out. I love your other point Aisling, about measuring a good leader by the quality of their questions.

      Please don’t think your Marketing Mavericks advice is only for marketing graduates. We can all learn from your wisdom and experience!

acoustic Aisling Finch Google marketing mavericks

Latest News

Revium Snags Peter Bauld From Deloitte Digital
  • Advertising

Revium Snags Peter Bauld From Deloitte Digital

Revium, a leading full-service digital and AI consultancy, has announced the appointment of Peter Bauld (lead image) as Executive General Manager. Revium is a full-service digital and AI consultancy with over 20 years of experience creating engaging digital experiences for leading organisations and their customers. Bauld joins Revium after an illustrious career spanning over two […]

Veridooh Snatches Prashand Menon From ScentreGroup
  • Advertising

Veridooh Snatches Prashand Menon From ScentreGroup

Out-of-home OOH) and digital media leader Prashand Menon (lead image) has joined OOH ad tech company Veridooh as group business director within NSW and QLD. Menon joins Veridooh from his most recent role as ScentreGroup’s group business director and brings with him more than 10 years of experience in Australian media. Previously, he held positions […]

Kat & Co Transforms Into THE WORLD OF Experiential Agency
  • Advertising

Kat & Co Transforms Into THE WORLD OF Experiential Agency

After more than twelve years of producing experiences for some of the world’s most innovative brands, including Hermes, Van Cleef & Arpels, Louis Vuitton, and Tiffany & Co, Kat & Co has quietly metamorphosed into THE WORLD OF. THE WORLD OF is an experiential agency at the juncture of culture, technology and the human condition. […]

SMG Studio Launches Risk: Global Domination X Dune Part Two
  • Campaigns

SMG Studio Launches Risk: Global Domination X Dune Part Two

Through a licensing agreement with Legendary Entertainment, SMG Studio inked the rights to adapt Dune: Part Two into a game based on Risk: Global Domination, Hasbro’s interactive board game. Inspired by Denis Villeneuve’s cinematic masterpiece, Dune: Part Two, this new digital adaptation, RISK: Global Domination X Dune: Part Two, is poised to captivate players from […]

QMS: Taylor Swift, Lunar New Year & Mardi Gras Were Boon For OOH Market
  • Marketing

QMS: Taylor Swift, Lunar New Year & Mardi Gras Were Boon For OOH Market

Taylor Swift, Lunar New Year and the Sydney Gay and Lesbian Mardi Gras Festival have had a dramatic impact on the number of people moving in and around Sydney over the past month, drawing big crowds into the heart of the city and its surrounding suburbs. New data from digital outdoor company QMS reveals a […]