In today’s Women in Media profile, we get talking to the head of brand and marketing communications for CALTEX, Kara Glamore, on her most challenging role and why she loves a clean desk.
Describe your average day?
Each day, with my team, I aim to create engaging communications that will drive impact through efficient and targeted media channels.
From developing integrated media plans for our products and partners such as the Caltex Socceroos or V8 Supercars to the creation of owned assets across our expansive Convenience store network to deriving communication strategies for all of our brands, it’s never a dull moment.
What is the most challenging thing about your job?
Having been a marketer for many years, it has only become harder to make your brand stand out and connect with the customer.
Its not just about clever communications, it’s about finding the right target and making an emotional connection. It’s no longer about customers just transacting with your brand, its about them investing in it.
What drives you?
The E69, but in my own car, Vortex 98. (read: shameless plug)
What is the hardest brief you have ever received or hardest job to execute?
I’ve found some of the most exciting jobs happen to be the hardest, but seem easier if you have the right things in place. The objective needs to be clear, the boundaries have to allow room to create, and the team needs to be in it together.
Take any of those away and you’ll have your work cut out for you.
What has been your favourite job in media and why?
I am a true marketing geek and proud of it. I love finding what makes a brand tick, pulling out the insights, then translating these human truths into strategic executions. The awards are always great to receive, but seeing sales increase is better.
What would be your ultimate role?
I would love a job where all of my personal passions intersect and, of course, has no budgetary or creative boundaries.
What is your proudest professional moment?
I’m happy and lucky to say I have two. The first was when I was chosen for the 1st ever Senior Marketing ex-pat assignment for Nestle U.S.A. I had a one way ticket, no contacts, and here I am 10 years later.
I also have had some exciting creative assignments. I worked on the re-positioning of the Allen’s brand (lollies) to prove “Allen’s Makes Smiles’. The campaign included a TVC with a giant 3 story doll that walked down the main street of Brisbane.
The campaign delivered a double digit revenue increase and was awarded the Grand Effie in 2010, proving it really did make Aussies smile.
What is your quirkiest attribute?
I subscribe to the belief that a clean desk leads to a clean mind. Whenever possible, I escape to an empty conference room, a library or our long dining room table where I can spread out amongst my thoughts.
This is when my ideas flow and I do my best thinking.
One thing no one knows about you?
I’m good at keeping secrets, including my own.
What are Advertising/Marketing industry’s biggest challenges or threats?
I feel the biggest threat to Marketing at the moment is the speed at which the Digital landscape is evolving. Being agile enough to keep pace while adapting your content will be critical.
What are the most exciting things in the marketing and creative world at the moment?
It’s exciting to think that very soon it will be common for us to see and experience things in a virtual world. It will essentially open up a new channel with a whole new way of marketing and creative expression. And it’ll be fun!
If you were CEO, what would you do differently?
Over the years I have observed and learned from some great CEO’s and infused what I can into my own leadership. It starts by hiring smart people with drive and curiosity. A leader is only as good as the people she surrounds herself with.
You lead with purpose and passion. A great CEO creates a culture that allows people to flourish yet feel supported. She creates the vision and consistently follows through on the plan.
She is not afraid to take risks and acknowledges those who succeed. As I’m unsure exactly when my CEO role will come, I’m truly enjoying the process of getting a head start.
Hardest lesson you’ve had to learn in and outside of work?
Admittedly, I’m quoting Oprah here, but, “You can have it all. Just not all at once.”
Coffee or tea?
My standard order is a Decaf Flat white, no sugar. Likely three per day. It’s the placebo affect.
Cats or dogs?
Groodles. Cats are too sneaky and I’m terribly allergic.
Real Housewives of New York City. Being from Northeastern USA, I love anything to do with New York City and watch intently to recognize their social haunts.
Watching the show is a healthy kind of homesick. I also admire Bethanny Frankel for her innovative spirit and entrepreneurial success.
Favorite TV program?
House of Cards. Netflix is marketing genius. #bingewatch
What turns you on emotionally, creatively, or spiritually?
Music-to all three. Music evokes deep feeling, creates lasting memories, and indulges the soul. I happen to worship at the altar of Lenny Kravitz.
What turns you off?
Disrespect and dishonesty.
What profession other than your own would you like to attempt?
I’d love to be a travel writer and take people to places near and far. I’m a closet writer and attempted to write a fiction book a number of years ago. Writing is a therapeutic process for me.
What profession would you like not to do?
If you’re yet to nab tickets to the Women in Media forum or awards, there’s still time to do so! The event will be held at Royal Randwick Racecourse on August 19. Don’t miss out. You can also still vote in the People’s Choice awards for a smidge longer, so get cracking on those votes too!
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