Speaker Series: The Past and the Future

If you don’t know what the iknowho brand stands for, then let me tell you, it’s all about the professional service we provide and the knowledge that we share to our candidates and clients alike in the hope of building long-term relationships. How do we share our knowledge? Through our Speaker Series, Interactive Breakfasts, Interview Training and Award Sponsorships.

Our Speakers Series allows our candidates to get up close and personal to some of the biggest names in Marketing, listening to exciting panel discussions with gripping questions. You leave more enlightened with helpful advice from those who have walked the walk.

In August 2016, we hosted our first Speaker Series event, addressing the topic Agency vs Client Side; how do you know if moving from an Agency role to a Client Side Marketing role (or vice versa) is the right thing for you? We were joined by our industry experts; Boo Mitchell, Manager People, Communications & Finance at CBA, Tim Rozea, Partner at The Conversion Group, Silvia Arrigoni, Head of Brand Marketing at Society One and Jacob Baldock, Global Brand Manager at Meat & Livestock Australia. We addressed the steps you should take, the challenges you may face and helpful advice if you’re considering a career change. To gain more insight check out our blog of the night.

Fast forward to last February, where we were joined by the likes of Aaron Fuller, Head of Marketing at Qantas Assure at Qantas, Hayley Goodman, Marketing Director at MTV & Comedy Central ANZ, Jayne Andrews, Marketing Director at Carnival Cruise Line and Sally Byrne, Marketing Director at Coca-Cola Amatil Alcohol & Coffee.

Our key takeaways were Aarons personal attributes to get to the top "push the envelope, push the status quo". When discussing what is more beneficial a sideways move or staying in the same role, Sally’s response was “it’s the ‘company you keep’ the literal company - if it is a backwards or sidewards step, it is the company to focus on; is it the right cultural fit, can you see the progression, have you got passion for it?”, some great advice to mull over. The panel offered great knowledge to reach those senior roles, check it out here.

Last August our third Speaker Series focused on agencies, Network vs Indie - what’s right for you? Our awesome panel of Speakers were Victoria Curro, Managing Director at LIDA (M&C Saatchi Group), Cade Heyde, Managing Partner and Co-Founder of Special Group and Brooke Chilcott, Head of Account Management at Host.

Addressing the differences, processes, and progression within Network and Independent Agencies. When faced with the question "How do you understand a new agencies style and culture?" Victoria suggests “ask questions about where are the decisions made. Ask about the tenure of people; if you see that people are leaving, is there a reason for that? I think it’s more culture that makes people leave than just hard clients". Cade's approach is asking for "proof points", "we ask our clients for evidence and proof points when they brief us on their products and services for campaigns - we should do the same for our internal culture, so get agencies to talk about their proof points and the reasons why they make those claims". Check out more on the discussion here.

If you haven’t been to one of our Speaker Series then it’s your chance to ‘Get in the know’ on Wednesday, March 21st at The Winery. Our executive panel for this event is Craig Hutchinson, Strategy Designer at Deloitte Consulting, Tarra van Amerongen, Group Director at Fjord and Dan Pankraz, Head of Strategy & Innovation at Leo Burnett, discussing designing to disrupt in an ever-changing environment. As we have already reached capacity for this event, please feel free to join our waiting list.

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Signs It’s Time to Hire a Marketer…and how to get it right

By Kristina Gerdov • September 3, 2025

For many growing businesses, marketing is often something that gets added to the to-do list of already busy managers or existing teams. A social post here, an email there, and maybe a campaign when there’s time. But without dedicated expertise, marketing rarely delivers the consistency and commercial results your brand needs to grow. If you’ve been wondering whether it’s time to bring in a dedicated marketing resource, here are the key things to consider and how to ensure your first hire is set up for success. 1. The Telltale signs If your demand generation has stalled, you’re struggling to convert interest into sales, or your brand presence feels disjointed, it’s time to stop relying on ad-hoc efforts. A dedicated marketer can build and execute a strategic plan that drives consistent results and positions your brand for long-term growth. 2. What to avoid It can be tempting to look for a “jack-of-all-trades” who can do a little bit of everything. The reality? Even the most talented marketer will struggle without clear goals and defined outcomes on what the business is looking to achieve. Hiring without clarity can lead to underwhelming results and frustration on both sides. Be specific about the expertise you need and the outcomes you expect. 3. Why this hire is so important to get right Your first marketing hire is more than just another role, it often lays the foundation for your brands future growth engine. The right hire can build momentum and shape how your future team evolves. The wrong hire however, can stall progress, waste budget, and leave you back at square one. 4. Fractional vs full-time Not quite ready for a permanent commitment? Fractional marketers can be a great short-term solution to get things moving while you build the case for a full-time hire. Just be clear on their remit. Fractional marketers are ideal for campaigns, projects, or interim support, but they’re not typically suited to long-term brand building or team development. 5. What kind of marketer do you actually need? Marketing as a discipline is broad, as are the tools used to reach your desired target audience. Do you need someone to drive digital acquisition, manage partnerships, develop content, or build brand strategy? Start by clarifying your business’s biggest priorities and pain points, then match the skillset accordingly. The clearer you are upfront, the better the outcome. 6. How to set them up for success Hiring the right person is only half the job. To see results and maximum impact, you need to set your new hire up for success. This means: Clear KPIs so they know what good Vs great looks like The marketing tools and access to the resources they need to deliver Integration into cross-functional conversations with key decision-makers from day one Bec Godkin, Senior Talent Partner says “Marketing can’t succeed in a silo. The deeper your marketer is connected across the business and understands the various levers that shape success, the greater their impact will be” Hiring your first marketer is an exciting step - it signals growth, ambition, and the desire to build something bigger. By being clear on what you need, avoiding common pitfalls, and setting your hire up for success, you’ll give your business the best chance to thrive. At iknowho , we specialise in helping brands make their first marketing hire. If you’d like to talk through what kind of marketer is right for your business, we’re here to help.

What is a Fractional CMO and could one be right for you?

By Kristina Gerdov • June 25, 2025

Discover what a Fractional CMO is, the benefits they bring, and how to know if hiring one is the right move for your business.

How personal branding can supercharge your job hunt in 2025

By Kristina Gerdov • May 13, 2025

In 2025, personal branding isn't just a buzzword – it's important for anyone navigating the job market. The uncomfortable truth is this; you're likely being Googled more often than you're being interviewed. In a digital-first world, your personal brand can potentially boost your career prospects. So how can you leverage it to stand out during your job hunt? 1. Your brand is what people say when you're not in the room Personal branding isn’t just about the polished version of yourself that you post on LinkedIn. It’s what others say about you when you’re not around. Consider how you’re being perceived online and offline. Is your brand consistent, authentic, and aligned with your career aspirations? What would potential employers say about you when they Google you? To start refining your personal brand, think about your values, your goals, and how you want others to perceive you. This means showcasing your strengths, yes, but also acknowledging your struggles and learning moments. Authenticity can give you a competitive edge. 2. Lead with curiosity, not just expertise Publicly asking thoughtful, insightful questions. It positions you as someone who is constantly learning, open to feedback, and not afraid to explore new ideas – a thought provoker and idea leader in your space. In the job hunt, this quality can set you apart from others who might be more focused on offering answers than asking the right questions. So, when you’re engaging with others online or in an interview, try focusing on asking questions that spark deeper discussions. Your curiosity and willingness to learn can make a lasting impression. 3. Your personal brand is about becoming known for the right things Remember, personal branding isn’t about trying to become famous. It’s about being known for the right things – the things that align with your career goals and the value you want to offer to employers. For job seekers, this means ensuring that your online presence and interactions reflect your expertise, passion, and ambition. When crafting your personal brand, be deliberate. Think about the skills, values, and personality traits you want to highlight. 4. Be consistent and intentional The foundation of a strong personal brand is consistency. Your personal brand is built in the small, everyday actions – how you engage with your network. Consistency in your interactions helps shape how people perceive you and helps create a brand that’s memorable. If you're job hunting, it's critical to show up consistently both online and offline. This includes engaging with industry professionals on LinkedIn, contributing to discussions, and demonstrating professionalism in all your interactions. 5. Small steps to narrow the gap So, what's the gap between how you see yourself and how others might perceive you? The goal isn’t perfection, but making small, consistent adjustments that move you closer to aligning your internal brand with how you’re seen externally. It could be tweaking your LinkedIn profile, starting a blog, or sharing your expertise. What’s one small thing you could do this week to move the needle and narrow that gap? Whether it’s posting a thoughtful comment on a relevant post, reaching out to someone in your industry, or sharing a story of a recent challenge, small actions can have a big impact over time. 6. Share struggles, Not just wins When it comes to personal branding, it’s easy to fall into the trap of only sharing successes. However, some of the most credible personal brands are built on transparency – sharing the struggles and lessons learned along the way. It’s interesting to see how you handle setbacks, not just your triumphs. Embracing imperfection in your personal brand helps paint a fuller picture of who you are. Whether it’s sharing a challenging project you worked on or a time when you faced a setback and how you overcame it, these stories can help demonstrate your resilience, problem-solving abilities, and growth mindset – qualities employers are eager to see. In today’s market, personal branding isn’t just a nice-to-have. By being intentional, consistent, and authentic, you can build a personal brand that resonates with potential employers, ultimately setting you up for success in your job hunt. So, there’s no better time to start than now.