When it comes to building a successful career in media, four leaders from QMS have highlighted the importance of building genuine industry relationships, staying curious and backing yourself as women in the media industry.
The comments follow the B&T Women in Media Awards which took place on Friday, where Tara O’Keefe from QMS took home the Project Manager category.
Over the past few weeks, B&T has partnered with QMS to chat to leaders across the industry about what their agencies are doing to support women, the moments that shaped their own careers, and what still needs to change to make leadership more accessible.
Last week we spoke to the independent agency sector, with Lyndelle O’Keefe, CEO of Match & Wood; Melissa Mullins, chief strategy officer and managing partner at Avenue C; Huong Nguyen, managing partner at Alchemy One; and Margie Reid, CEO of Thinkerbell.
And prior to that we heard from the holdco’s including Louise Romeo, chief commercial & operating officer at Starcom Australia; Katie Vinck, head of trading & partnerships at dentsu; and Sian Whitnall, CEO of OMD Australia.
Today we turn our heads to QMS staff, including Esha Nandhra, group business director; Hannah Pritchard, NSW sales director – agency; Tara O’Keefe, head of sales operations; and Amelia Allan, SA sales director – agency.
B&T: What does it mean to be recognised by your peers and nominated for the B&T Women in Media Awards?
Esha Nandhra: Being nominated and now becoming a finalist for the B&T Women in Media Awards is incredibly humbling.
Throughout my career, I’ve always believed that success is about far more than commercial results. It’s about the relationships you build, the trust you earn and the positive impact you leave on the people around you.
To know that the people I’ve had the privilege of working with have recognised those qualities is something I am genuinely proud of.
This recognition represents not only my own journey, but also the support and opportunities I’ve received along the way, which have shaped the leader I am today.
What makes this recognition especially meaningful is that it reflects the values I strive to bring to work every day.
I have always wanted to create an environment where people feel supported, empowered and confident to be themselves, whether that’s through mentoring emerging talent, advocating for greater diversity and inclusion, or helping colleagues and clients achieve their goals.
If I’ve been able to inspire even one person to back themselves or create opportunities for others, then I consider that a great achievement.
Regardless of the outcome, being nominated alongside so many exceptional women is an honour in itself. It inspires me to continue growing as a leader, to keep challenging what’s possible for our industry and, most importantly, to continue lifting others as I progress in my own career.
I hope my journey demonstrates that authentic leadership, genuine relationships and leading with kindness are not only good for people, but they’re also good for business too.
Tara O’Keefe: It’s an incredible honour to be nominated alongside such a brilliant group of women.
The calibre of talent within our industry is exceptional, and I’m proud to not only admire many of these women professionally but also call many of them friends.
The media industry can be fast-paced and challenging, but it’s also incredibly supportive.
Experiences like this remind me of the power of women championing one another, celebrating each other’s successes, and creating opportunities for the next generation of leaders.
To be recognised in that company is something I’m truly grateful for.
Amelia Allan: It means so much to be recognised by not only the broader media industry but within QMS as an organisation for this award.
Adelaide is a small market, and to be named a finalist for media sales, which has such steep competition, is a true career highlight.
B&T: What achievement are you most proud of over the past year, and why does it matter to you?
Esha Nandhra: One of the achievements I am most proud of over the past year was receiving QMS’ Q-Cares Award, an internal recognition that reflects the values, beliefs and who I am as a leader and as a person.
Being acknowledged for my commitment to diversity, equity and inclusion, empowering women, supporting First Nations communities, and creating an environment where people feel valued, supported and empowered is incredibly meaningful.
While commercial success will always be important, being recognised for the positive impact I’ve had on others and for staying true to my values is something I will always cherish.
Hannah Pritchard: My biggest achievement has been completely reframing how I view my time away on two maternity leaves in the last three years.
I’ve shifted from a place of intense return-to-work guilt to stepping back into the fast-paced world of sales director leadership at QMS with real confidence.
I remember on my first day back from maternity leave with my second child, I sat at last year’s B&T Women in Media event with my mind spinning.
The guilt was rife, the juggle felt daunting, and I found myself quietly mourning the momentum of the career I once had, wondering about the ‘what ifs’ and looking at my time away as a parallel life.
Returning with two kids is just a whole different ball game.
But then, being in that room surrounded by women who were either up in lights for their tremendous achievements or right there in the trenches with me became the turning point I needed.
I realised that time with my children didn’t pause my capability; it upgraded it.
The relentless prioritisation, resilience and empathy you learn at home are the exact same muscles required to lead a dynamic, multifunctional team at QMS.
Coming back full-time has proven to me that motherhood only makes me a better leader, and the leadership experience I build makes me a better mother.
Forums like The Village and B&T Women in Media remind us of the incredible network at our fingertips, and I’m proud to be living proof that you don’t have to shrink your ambition to be a great mum.
Tara O’Keefe: The past 12 months have been a huge period of growth and transformation, and I’ve never been prouder to work at QMS.
While business performance is one measure of success, what I’m most proud of is the culture we’ve continued to build.
Seeing our team go from strength to strength, supporting one another while delivering great outcomes, has been incredibly rewarding.
Personally, I’ve been fortunate to contribute to several initiatives that have helped shape the future of QMS, from our internal Customer Code and the Winter Milan Olympics & Paralympics campaign, to building out our Sales Onboarding Program and Sales Capability Frameworks, collaborating with our New Zealand team, and most recently supporting our integration and activation with Nine.
However, what matters most to me are the relationships built along the way.
Whether internally or with our partners, creating strong, trusted connections is what enables great work, drives great change, and ultimately has lasting impact.
Amelia Allan: Being recognised internally by our leadership team and peers and taking out the QMS Performance Plus award for 2025 was an incredibly proud moment.
I started with the business two years ago and have been working hard to get QMS on the map from a local and national perspective out of this market.
It can be tough working remotely at times, but having the support of the QMS team has enabled me to get to where I am today.
B&T: If a young woman was joining the media industry tomorrow, what is the biggest piece of advice you’d want her to know before her first day?
Esha Nandhra: If I could give one piece of advice to a young woman joining the media industry, it would be this: focus on your strengths, not your weaknesses.
Early in my career, I spent far too much time trying to improve the things I wasn’t naturally good at because I believed that was what success looked like.
Over time, I realised that the qualities I had once overlooked – my empathy, ability to build genuine relationships, emotional intelligence and genuine care for others – were and continue to be my superpowers.
Don’t lose sight of what makes you unique by trying to become someone else.
Your differences aren’t something to fix, they’re what set you apart.
Invest your energy in developing the qualities that come naturally to you, because that’s where you’ll create the greatest value, build the strongest relationships and make the biggest impact.
Confidence doesn’t come from being good at everything; it comes from knowing what you do exceptionally well and having the courage to lean into it.
The media industry needs people with different perspectives, experiences and leadership styles.
Be curious, work hard, stay authentic and never underestimate the power of kindness.
Your unique strengths will become the foundation of your success and the impact you have on others and the legacy you leave behind.
Hannah Pritchard: If I could give one piece of advice to a younger version of myself or anyone starting out in the industry, it would be to go listen to Baz Luhrmann’s ‘Everybody’s Free (To Wear Sunscreen)’ and truly take it to heart.
In a world where we want everything right now, it’s important to remember to just breathe, take your time, and enjoy the moment.
Don’t spend your energy fixated on what you don’t have yet; instead, focus on enjoying where you are right now.
I would also say: work hard, back yourself, and never lose sight of who you are.
It really is the journey, with the stumbles and the growth along the way, that teach you who you really are.
So, throw yourself into what you love, don’t take yourself too seriously, and make sure you have fun.
Tara O’Keefe: My biggest piece of advice would be to stay curious, listen deeply, and back yourself.
Media is an exciting industry that moves quickly, and you’ll never have all the answers on day one, or even 10 years in, nor should you expect to.
Looking back on my own journey, there are many things I wish I’d known, but I’ve come to realise that the lessons learned through challenges, mistakes, and moments outside your comfort zone are often the most valuable.
Growth comes from being willing to learn, adapt, and keep moving forward.
One of the most important skills I’ve developed is listening with genuine intent to understand.
Take the time to learn from the people around you and seek different perspectives.
At the same time, don’t overcomplicate things.
Be accountable, take ownership of your development, and understand what you need to perform at your best.
And finally, confidence doesn’t come from knowing everything; it comes from trusting yourself to figure things out along the way.
Amelia Allan: Put the time in to building great relationships at all levels from the very beginning.
The media industry is small, with people jumping around between agencies and publishers all the time.
You never know who you will end up working for or with in the future, and building strong relationships based on trust goes a long way.
