Peta Southcombe : Industry Person of Interest

Name// Peta Southcombe
Position// Marketing Analytics Manager at Maxus
What’s your current position? How long have you been in this position?
I’ve been in the role of Marketing Analytics Manager for about a year.
How did you get your first job in Media?
I started my career as a Media Assistant at Maxus in Sydney. At the time I had no idea what this industry was all about, but now I can’t imagine being anywhere else!
Tell me about someone who has influenced your career?
My sister Anna has been an over-achiever all her life and works as a Customer Development Manager at Unilever. Being my oldest sister I’ve always looked up to her and I’ve watched her build her marketing career over the years in awe. Call it aspirational or competitive, I’ve always been driven to follow in her footsteps and I find that’s always pushing me forward in my career.
What would you say most motivates you to do what you do?
My job is all about analysing campaign performance & finding data driven insights for businesses. I’ve found that generally the client doesn’t know what they don’t know. It’s great to be able to tell them something about their business that they weren’t already aware of.
I’ve had moments in meetings when the client has stopped everything to ring their marketing department in order to make changes to their strategy, because of the insights we’ve found through analytics. I guess it’s those moments that motivate me the most.
If you could do any job what would it be?
I’d be doing exactly what I’m doing! It would be great to have Analytics fully integrated into the business decisions of all my clients.
Either that, or a self-indulgent singer/actor!
What is your favourite Magazine?
Harper’s Bazaar…But I have a secret addiction to gossip mags.
What makes you laugh?
Riding on one of those biscuit/doughnut things on the back of a speed boat still cracks me up no matter how old I get.
And the crazy people in my office!
Best compliment you've ever received?
“You’re a lot smarter than you look” (Yes, I took that as a compliment!)
If you were on the cover of a magazine, which one?
The Holy Grail would have to be Vogue! But in reality I’d probably find myself of the cover of NW doing something really embarrassing.