Whitney Bettanin
Our Industry Profile takes a look at some of the professionals working across the advertising, adtech, marketing and media sector in Australia. It aims to shed light on the varying roles and companies across the buzzing industry.
Whitney Bettanin: Sales Director at AUNZ Blobfish International.
Time in current role
Five months at Blobfish International. Prior to this, I spent eight years at Nine and 10 years at Seven West Media.
How would you describe what the company does?
Blobfish is Australia's largest sampling company, with a credible, owned network comprising of multiple channels that place products directly into the hands of their target audience at a cost-efficient rate with minimal wastage.
What do you do day-to-day?
Every day I connect with different brands and partners who engage us to ideate and activate sampling and activation opportunities that encourage product trial, which ultimately drives sales.
Define your job in one word:
Milliner
We are always looking for the next best thing, so you need to be able to quickly adapt and wear many hats!
I got into the media industry because:
I had a few girlfriends at the time who were in advertising, both sales and agency side. My first ever media job was at Pacific Magazines, which was perfect as I loved the beautiful, glossy pages that once filled my beach bags. I feel very fortunate to have started in mags, it shaped my sales styles over the years, and I was fortunate to work with some of the industry's best leaders including Andy Rule & Paul Bates from my time at Yahoo7.
What’s the biggest challenge you face in your role?
Unlike other channels I've worked in, sampling is very different as we have to really highlight credibility and why it's so important to partner with us. At Blobfish, we have our own network that we have built from scratch. It's different to other media where attribution and accountability are at the forefront, and competitors are ranked regularly.
What’s the biggest industry-wide challenge you’d like to see tackled?
Currency. Driving down rates makes it difficult to activate better products, channels and audiences.
What are you most excited about in the next 12 months?
The growth of Blobfish International. The team have done an incredible job to expand partners and audiences across Australia, New Zealand and the UK, and we are now doing more than just sampling, which is what we have been traditionally known for. We are enhancing and extending our campaigns with activations and memorable experiences. The Aperol boats are a great example of this.
Who has been a great mentor to you and why?
I've had a lot of amazing leaders throughout my career. Tiffany Damm, Nat Grabbe and Andy Cann are the few that deserve a special mention. They have taught me many things, but perhaps what stands out is how important culture is and how a team can thrive and do amazing things when that is right.
Last but not least, my mum. As a single parent who dedicated her life to her children, she gave me the strength and desire to be successful in my career. She makes it easy for my husband and me to have careers and do what we love by supporting and helping us with our three young children.
Words of advice for someone wanting a job like yours?
Don't be afraid of change. Change creates opportunities. Don't always look up for the next position, also look to the side. The ever-growing and transforming media landscape means there are opportunities everywhere, not just in front!
If I wasn't doing this for a living, I'd be:
An international flight attendant.
My mantra is:
Control the controllable.
My favourite advert is:
Most of the Qantas ads. I have family overseas so these always seem to pull on the heartstrings.
Music and TV streaming habits: what do you subscribe to?
I have them all, however I struggle to find time to commit to anything! Disney+ and Netflix on repeat, purely for the kids.
Tell us one thing people at work don’t know about you?
Half Balinese. One that no one ever guesses!
In five years' time I'll be:
Leading the sales team at Blobfish International across all of our new and existing assets and channels.
Have something to say on this? Share your views in the comments section below. Or if you have a news story or tip-off, drop us a line at adnews@yaffa.com.au
Sign up to the AdNews newsletter, like us on Facebook or follow us on Twitter for breaking stories and campaigns throughout the day.