Paige Sobczyk.
In this series, AdNews spotlights young talent in the Australian media, marketing and advertising sector. This time it's Spinach Advertising account executive Paige Sobczyk.
Time at the company:
I have been at Spinach for just over three years. It’s been a journey of learning, growth and adapting to new challenges, which has made time fly!
How long have you been in the industry?
Spinach was my first job in the industry. I started my advertising career as an Account Coordinator. Each year brings new insights and excitement as I develop both personally and professionally.
How did you get here? Was this always the plan?
Advertising wasn’t always the plan, and neither was further study at university.
When COVID hit, I was living in the UK but decided to return home to Australia. Once back, I took time to assess my strengths and think about what I could see myself doing long term.
I’ve always had a passion for customer service and working with people, which led me to realise that creativity and the process of making ads also interested me. That’s when I decided to study marketing and communications at RMIT University.
My mentor, Joe Matthews, encouraged me to apply for a role at Spinach. I did, and to my surprise, I was offered the position of Account Co-ordinator. The rest, of course, is history.
Who is your right-hand person/who guides you day to day?
My direct manager and mentor, Bambi Villacruz, is my right-hand person and daily guide. Bambi inspires me to improve each day, constantly pushing me to take on new challenges while providing support and valuable advice to help me grow. Her work ethic and commitment to our clients motivates me every day to be the best suit I can be.
Additionally, Spinach’s Managing Director Nicole Miranda has been an incredible female role model. I often turn to Nicole for guidance on building confidence, honing strategic thinking, and expanding my industry knowledge for both agency and client side. Both of these women shape my growth and drive. I’m very lucky to have them.
What’s the best thing about the industry you work in?
The best part about my job is the same reason I applied for my university course at the start of my career – the people, and the creative component. Whether it’s on a personal or professional level, I love building relationships and working together as a team to achieve a goal (or in our case, launch some pretty cool advertising campaigns). The energy that comes with each campaign is more exciting than the last. This is what keeps me motivated. I look forward to progressing in my career and having more touch points to the creative team.
And the biggest challenge?
I find the biggest challenge is the need to stay ahead of trends and technology which are always moving at a rapid pace. One day I’ll be researching viral trends for my client’s social media content, the next I’m looking into how AI can improve our agencies efficiencies. It’s exciting because no two days are ever the same at Spinach. It definitely keeps me on my toes.
Whose job have you set your sights on in the future?
Once I’ve gained more experience, my goal is to step into a leadership role in account management. I’d love to eventually lead a team of account managers, guiding them through strategy and client relationships. As I continue to grow in my current role, I want to develop the skills needed to inspire and mentor others while driving successful campaigns.
Where do you turn for inspiration?
It might sound cliché, but I get inspiration from every person I interact with. Clients, my managers, the Spinach co-founders, the creative team, the list goes on… Every person has a journey that I’m genuinely interested in hearing about and learning from. Learning from experiences and perspectives always sparks new ideas and more curiosity.
My favourite advert is:
I love watching Super Bowl ads every year and the "Hungry Betty White" Snickers ad is definitely one of my favorites. The tagline "You’re not you when you’re hungry" is something everyone can relate to, and Betty White’s comedic timing brought it to life. It makes me laugh every time. It’s a great example of how comedy can both communicate a brand message and create a lasting impact on consumers.
Tell us one thing people at work don’t know about you.
A personal goal of mine is to visit every country in the world and, simultaneously, each wonder of the world. I’ve travelled to 18 to date (and lived in three) but can’t wait to keep ticking them off throughout my lifetime.
Where do you see yourself in five years?
In five years, I see myself in a larger role, taking on more responsibility and contributing more to the creative side of campaigns. Mentoring newer talent has also been a passion of mine. I look forward to continuing to pass on the insights and guidance that have been so valuable to me throughout my career.
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