Meet The B&T 30 Under 30 Marketing Finalists!

A young nerd boy yells into a megaphone in the studio. He is wearing a bow tie and eyeglasses. He wants you to listen to his important message.

In these strange plague times, B&T is more determined than ever to unite the industry and revel in the glory of our industry’s best and brightest overachievers.

That’s why over the next few weeks we’ll be celebrating adland’s youngest and most talented individuals; that’s right, B&T‘s 30 Under 30 finalists.

There are 10 finalists in each category, and 10 categories overall. So, if you’re keen to see who made the ultimate list this year, now’s your chance. Let these individuals inspire you, make you seethe with jealousy and ultimately motivate you to do the best work you can, and enter the Awards in 2021.

Without further ado, here are the 10 Marketing finalists.

Emily Primavera. South Australian Tourism Commission

Starting out with a solid background in data and marketing science at the Ehrenberg-Bass Institute put Emily on a path and thirst for the power of data in marketing. With several internships under her belt, she found her way into the world of digital marketing. From here, she pioneered the use of social media advertising at People’s Choice Credit Union, launching the first social media advertising strategy.

Taking this experience onto the South Australian Tourism Commission (SATC), where there was previously no digital marketing or integrated strategy, Emily was instrumental in implementing a full marketing technology stack and have since led the audience, digital optimisation and digital media strategy. SATC was the first State Tourism Organisation (STO) to utilise marketing technology, and the most advanced in digital marketing strategy in the country.

Working with key travel partners across airlines, accommodation and online travel agents, she has initiated first in market digital focused marketing strategies, including leveraging first party data and audiences to drive results. She also worked with Facebook to implement the the first travel brand conversion study in Australia.

Emma Mallinson, American Express

Two years as a junior at Curious Film gave Emma a taste of advertising’s creativity and the opportunity to produce TVCs for global brands including KFC, MTV and Vodafone. Keen to learn quickly, she studied AdSchool at night and completed her post-grad Marketing Diploma. Strong client relationships, built on set, led to her first ad agency role at Ogilvy where she learnt programmatic media buying.

After just four months, she was promoted to Account Executive and given responsibility of six clients. Obsessed with brand strategy and the idea of leading successful projects end to end, she was inspired to move client-side. In her six years since joining Amex, she’s been promoted through five roles, with the first taking place after only three months. She’s also been awarded the President’s Excellence Award (top two per cent of employees globally).

She was then promoted to Marketing Manager, where she developed several new partnerships, including Amex Vogue Fashion’s Night Out, which drove the highest ever spend on Amex cards through a partnership. She now leads the Experiential Marketing Program and is about to launch American Express Delicious Month Out for its inaugural year.

Francesca Lucas, Unilever

Francesca’s career began in commercial law, however, she quickly came to realise her love for brands and marketing instead. This led her to Campari Group where she has worked as assistant brand manager, Aperol; brand manager premium, whiskies; and brand manager, magnum. She’s had a range of key achievement including, growing the Aperol brand 100 per cent year-on-year, leading activations, developing a 3-year innovation pipeline for Magnum and launching a range of other campaigns and promotional events.

She has just been promoted to Digital & New Channels Manager where she will focus on developing a new channel for Unilever in ice cream delivery. Additionally, she will manage Retail Marketing for Ben & Jerry’s across ANZ, providing an opportunity to develop retail marketing skills.

Jacqui Roth, Lion Dairy & Drinks

Jacqui began her career in 2014 on the Lion graduate program and has held a range of positions in marketing since then. From assistant brand manager to brand manager at Dare Iced Coffee, Jacqui has led a range of campaigns and helped the brand grow. She won the Inaugural Lion Marketer of the Year (2017), while Dare won the 2017 Grand Effie award for long-term effectiveness.

She then moved to Greek Yoghurt and Desserts in September 2018, where she currently works as senior brand manager. She manages the Farmers Union Greek Yogurt, YOGO and Divine portfolios, where she manages two direct reports. She also helped launched Food Loves Farmers Union’ TTL campaign, which was brand sales go up 17 per cent. Jacqui now also works as a mentor in the Lion Mentoring Program.

Jason Khoury, McDonald’s Australia

Jason started at McDonald’s in 2009. In 2010, he became the youngest manager in his restaurant and was responsible for leading over 120 staff. Unlike many marketers, he began his corporate career in supply chain as a Customer Executive at Ferrero Australia. He was responsible for forecasting, demand planning and distribution for over 100 SKUs across the Coles account.

In 2015, he took part in the McDonald’s Work Experience Program and shortly after was offered to join the team as Assistant Brand Manager. He hit the ground running and launched the Monopoly Game at Macca’s App which revolutionized the promotional gaming industry. Leading the business on such an innovative change was a challenge, however, Jason learnt that providing the right level of responsibility to members of the team really brings out the best in people.

In 2018, he was promoted to Brand Manager where he submitted a business case and led the business to launch All Day Favorite’s.

Liana Rossi, MONA – Museum of Old and New Art

Liana started her career at Present Company in 2014, working Pringles and Procter & Gamble’s COVERGIRL. A winning pitch took her from part-time uni student to full time Content and Community Manager. She was tapped by DDB Sydney, where she became the Social Content Manager. Liana delivered #comeonin for Sydney Opera house (the most awarded mobile campaign globally in 2016)—picking up 10 Cannes Lions including gold in mobile, silver in digital, a D&AD pencil and more.

Leaving DDB Sydney with Pete Galmes, her mentor turned partner, they joined the team at Revolver/Will O’Rourke to make social content and freelanced with the likes of R/GA, We Are Social and Special Group. Most notably, they unboxed the Samsung S8 on Facebook Live and reached 1 million people without a cent of paid media. People engaged with at least 10 minutes of the hour long live steam.

She was then approached by MONA – Museum of Old and New Art in Tasmania, to run all their brands on social. Liana moved to Tassie and has been the Social Media Manager for 2.5 years. They have launched an Airline twice (called Air Mofo), won Gold in Destination Marketing and gone viral with their beer/art/festival shenanigans.

Lucille Burkitt, Urban Utilities

Lucille is the Digital Content Lead for one of Australia’s largest water companies – Urban Utilities. During the most recent 12 months of Lucille’s career, she was the national runner up for Utility Magazine’s Young Digital Leader of the Year, and delivered the national keynote for the 2019 Social Media Summit in Perth.

Prior to joining Urban Utilities, Lucille was a senior creative with a leading Brisbane marketing agency. She’s worked with major brands like Telstra, Virgin Velocity and major Queensland retail precincts. Lucille holds a Bachelor of Business Marketing, and a Bachelor of Fine Arts. She is currently undertaking a Masters in Interactive Media and Visual Art at the Queensland College of Art.

Lucille was always part of this year’s winning team for WaterAid Australia’s sanitation challenge, raising over $15,000 in six months and designing an accessible toilet for pregnant and disabled people in regional India. She raised much needed funds for Drought Angels over Christmas by trading corporate companies her custom illustrated greeting cards in exchange for charity donations. Most recently she’s proud to have designed and illustrated the brand and collateral for this year’s World Economic Forum conference for young people, Global Shapers’ SHAPE APAC 2020.

Maxine Husmann, Google

Maxine is the Google Marketing Manager. She began her career in 2010 when she was one of five accepted to Mars Graduate Sales Program. In2011-2014, she worked at Unilever Australia as the Category Sales & Assistant Brand Manager. She transitioned to marketing and delivered +12% growth on Lipton Ice Tea. Over the next four years, she worked as Arnotts’ marketing manager, delivering growth on Campbell’s in declining market. She led 6 New Product launches, a PR campaign with Foodbank driving awareness of hunger in Australia (which won a POPAI industry award).

Nowadays, she works at Google. She exceeded expectations on growth deliverables for the largest portfolio of SMBs. She cemented Google brand advocacy from heavy hitting local businesses like Koala and South Australia Tourism, educated 500+ marketers across various industries with events such as Retail Workshop (designed to educate marketers on retail tools/strategies).

Sarah Hatzopoulos, Myer

Upon completion of her double Bachelor’s Degree in Arts/Commerce, Sarah began her career at Myer as Buyer Assistant, Home/Entertainment. In the following year, she was promoted to Marketing Specialist and recognised for the Myer Outstanding Performance Award winter 2015 campaigns. She also took a finalist award for the 2016 Myer Inspiration People ‘Delight Your Customer’ and the Australasian Catalogue Association Award 2016 for three campaigns she worked on.

In 2017 she was promoted to Marketing Manager, Home/Entertainment. She managed the marketing launch and execution of Dyson Air Blade in October 2018 achieving complete sell-through in the first 2 weeks of launch. Retail trade faced a low ebb in 2018, with foot traffic declining due to online sales, so Sarah proposed top-performing SKUs advertised with a gift card bonus to incentivise repeat visitation into physical Myer stores. Her idea spearheaded the 2018 Stocktake Sale campaign coinciding with the Myer 2018 Christmas trim campaign.

Tom Willis, Lawpath

Over the past 5 years, Tom has taken Lawpath to a pre-revenue business to the most recognised online legal company in Australia, with a client base of over 100,000 Australian businesses. Since assuming operational control in 2017, Tom has helped accelerate the growth of the business.

He has been responsible for the entire acquisition and retention infrastructure of Lawpath, including the project management of the website, the management of demand generation and development of its sophisticated nurture sequences.

His contribution to Lawpath has seen the company win awards such as the Legal Innovation Index, Anthill Smart 100 and Westpac Business of Tomorrow. In 2019, he was a recipient of the ‘One to Watch’ Award in the CMO50 and a finalist for ADMA’s Young Marketer of the Year award.

p.s There’s no big in-person party like usual this year and we’re going to have to content ourselves with virtual drinking games and remote flirting. We’re rapidly figuring out just how the fuck we’re actually going to do that so stay tuned, but don’t buy any bloody tickets just yet.

Thanks to all of our sponsors!

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30 under 30 Marketing

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