Katreena is the Executive Manager of Group Brand Strategy and CommSec Marketing Lead
1. Why did you choose advertising/marketing as a career path?
I chose a career in marketing originally because I loved the idea of playing a key role in communicating to customers. I’ve stayed in marketing for over 23 years because of the difference we make, we are the voice of our customers within the organisation and have the responsibility to anticipate and meet their needs.
2. What's the best advice you'd give to your younger self who's just started their career?
Get close to the data, understand insights and the opportunity early.
3. What do you look for when hiring young people?
I personally look for clarity on the value they can bring to a team, an openness to learning, resilience, demonstration of care for others and willingness to give 100% for our customers.
4. How do I make my resume stand out?
Customise your CV to the role! This doesn’t mean a new CV for each role but small tweaks show attention to detail and passion/care. Include succinct summaries of your skills/ capabilities and clear responsibilities and deliverables. Finally make sure it is visually appealing to consume, short and to the point.
5. What skills have been most beneficial for you?
Deep analytical capability to understand the insight and the ‘so what’, coupled with the strategic ability to see the bigger picture and make connections others don’t. From a leadership perspective, the ability to grow people and give my team to room to find their superpowers and show them off.
6. Do you need a degree?
In my opinion, yes.
7. What was a key lesson you learnt in your career to date?
Believe in yourself; if you don’t you can’t expect others to.
8. Have your reasons for joining the industry changed over time?
Yes absolutely! Seeing the good and the impact big brands can have on customers, the nation, the community, the environment it is far more important for me to work for organisations that take their responsibility seriously than perhaps it was when I was first joining as a grad.
9. Have you ever failed? How did you react?
I’ve definitely had situations where things haven’t gone to plan or been as successful as I’d hoped. I’ve taken those learnings forward with me, some small some big. Continuing to explore, experiment and push boundaries leads to growth as an individual and often the business too.
10. If you had the chance to re-do your career knowing what you know now, what would you do differently?
Given the chance to do it all again I wouldn’t sweat the small stuff so much, I’d have more belief in my capability and judgement and I would worry less about what other people think and I certainly wouldn’t hide my successes.