Home Bec Bentley FOR THE LOVE OF MARKETING 2025 Discover what drives some of the most passionate and successful marketers in the industry! This Valentine’s season, we asked Bec to share what she truly loves about marketing. Read on for her inspiring answers. Bec Bentley Marketing Operations Specialist at Optus 1. Why do you love marketing? Speaking to my previous role in performance marketing, I thrived on the analytical side, where I could uncover golden nuggets of insights that drive real, tangible impact. In today’s ‘sea of sameness’ where competition is fierce and marketing budgets are shrinking, data-driven decision making and creative problem solving is essential to stand out. We have no choice but to make every dollar count and find new innovative ways to cut through the noise. 2. What made you fall in love with being a Marketing Operations Specialist? I love investigating into the financials to better utilise each dollar and uncover untapped funds across our thousands of campaigns and marketing activities during the year, a glorified gold digger if you will. My role also allows me to bring structure to complexity by ensuring our teams can focus on creativity behind our campaigns while I manage the operational backbone by working with some amazing people to solve process inefficiencies and workflows. 3. What excites you about the future of marketing? I’m excited to see marketing continue evolving from high-budget, polished campaigns to more UGC-driven content and native storytelling that fosters real authenticity. With Gen Z and Gen Alpha, there’s a clear shift in expectations — big brands are no longer just expected to sell but to be transparent, interactive, and deeply engaged with their audience. The future of marketing lies in rewarding loyalty, speaking in a way that resonates with these generations, and ensuring brand values are demonstrated through real action — avoiding performative marketing campaigns. 4. What is your favourite marketing campaign? Dove’s original 2004 Real Beauty Campaign. 5. Something you want to upskill in this year? Networking! I feel like I’ve lost this skill recently and haven’t been as invested in nurturing my current network. I also need to overcome the fear of being cringe on LinkedIn and start building my online presence again. BONUS: Your favourite marketing guru or podcast? Uncensored CMO by Jon Evans.
Bec Bentley Marketing Operations Specialist at Optus 1. Why do you love marketing? Speaking to my previous role in performance marketing, I thrived on the analytical side, where I could uncover golden nuggets of insights that drive real, tangible impact. In today’s ‘sea of sameness’ where competition is fierce and marketing budgets are shrinking, data-driven decision making and creative problem solving is essential to stand out. We have no choice but to make every dollar count and find new innovative ways to cut through the noise. 2. What made you fall in love with being a Marketing Operations Specialist? I love investigating into the financials to better utilise each dollar and uncover untapped funds across our thousands of campaigns and marketing activities during the year, a glorified gold digger if you will. My role also allows me to bring structure to complexity by ensuring our teams can focus on creativity behind our campaigns while I manage the operational backbone by working with some amazing people to solve process inefficiencies and workflows. 3. What excites you about the future of marketing? I’m excited to see marketing continue evolving from high-budget, polished campaigns to more UGC-driven content and native storytelling that fosters real authenticity. With Gen Z and Gen Alpha, there’s a clear shift in expectations — big brands are no longer just expected to sell but to be transparent, interactive, and deeply engaged with their audience. The future of marketing lies in rewarding loyalty, speaking in a way that resonates with these generations, and ensuring brand values are demonstrated through real action — avoiding performative marketing campaigns. 4. What is your favourite marketing campaign? Dove’s original 2004 Real Beauty Campaign. 5. Something you want to upskill in this year? Networking! I feel like I’ve lost this skill recently and haven’t been as invested in nurturing my current network. I also need to overcome the fear of being cringe on LinkedIn and start building my online presence again. BONUS: Your favourite marketing guru or podcast? Uncensored CMO by Jon Evans.