Marketer Spotlight: Liana Dubois on launching channels, stealing trade magazines, and her guilty pleasure 

Welcome to ADMA's Marketer Spotlight, where each month we engage with some of Australia's leading marketing minds to discover what drives them. This month, we shine the spotlight on Liana Dubois, Nine’s first Group Chief Marketing Officer, to learn about her career journey, her insights on the future of marketing, and her advice to the new generation of marketers.

To start off, can you tell us a little about your career to date?

My career path has been anything but traditional. Born and raised in Queensland, I studied marketing and worked part-time in marketing in Brisbane. I lived in a shared house, and for some reason, we had B&T and AdNews delivered each week - the previous occupant must have been a subscriber because us poor students couldn’t afford a subscription back then. Reading these publications is what first attracted me to the creative side and I thought I’d make my way up through those agencies as a suit or something. 

A pivotal moment came when, by chance, I read a job ad in The Sydney Morning Herald for a media coordinator position at Network 10. This unexpected turn led me into the media industry, where I’ve built my career. Over the years, I’ve had the privilege of working closely with Australia’s top marketers and creative agencies, bringing their campaigns to life through deep integration and activation. 

What have been a few of your professional highlights along the journey?

Launching Channel Eleven was an extraordinary experience. It was a collaboration with US broadcaster CBS and it provided me with extensive exposure to international markets and a blank canvas to build a broadcast channel from scratch. This role encompassed everything from market segmentation and content strategy to commercial planning and brand building - it was a truly unique experience for me.

Another significant highlight was leading Powered, Nine’s commercial creative division, where I worked closely with Australia’s top marketers, media and creative agencies to deliver integrated marketing campaigns. This role allowed me to delve deeper into how creative platforms can be leveraged beyond traditional advertising, fostering significant commercial impact. 

Now, as Nine’s Group CMO, I feel privileged to be part of a dynamic organisation that fuels my curiosity and allows me to drive significant growth. This role has sparked a renewed sense of curiosity and drive, enabling me to contribute to the ongoing evolution of Nine as a business and its associated marketing strategies.

How important is maintaining and growing your marketing skill set in today’s marketing environment? How do you approach this for you and your team?

Maintaining and growing marketing skills is crucial in today’s rapidly evolving landscape. While foundational marketing principles remain constant, the landscape is continually evolving so curiosity is vital and I encourage a culture of continuous learning within my team. We leverage industry training from organisations like ADMA and engage with thought leaders like Dr. Grace Kite, Professor Karen Nelson Field, James Hurman, Adam Morgan and Dave Alberts. 

We foster a ‘learn it all’ mentality (proudly pinched from Dave Alberts), rather than a ‘know it all’ attitude, always striving to improve and stay ahead of trends. ADMA’s courses are particularly valuable, offering tailored training for marketers at all levels. Additionally, we collaborate with experts in data, regulation, and technology to ensure we are well-equipped to navigate future challenges. By instilling a mindset of lifelong learning, we aim to stay adaptable and ready to innovate. 

What is going to have the biggest impact on marketing over the next few years? How are you preparing for those changes?

Three areas will significantly impact marketing: data and insights, technological advancements, and human creativity. 

Data and insight will drive effectiveness, providing marketers with the tools to make informed decisions and measure success accurately. 

Technological advancements, particularly in AI, will streamline processes and introduce new tools, transforming how we approach marketing strategies. AI will enable more personalised and efficient customer interactions, while automation will optimise campaign execution. 

Creativity, however, remains the core of impactful marketing. The fusion of data, technology, and creativity will create powerful marketing solutions. We’re preparing by upskilling in data regulation and AI, collaborating with creative partners, and maintaining an open-minded and people led approach to future innovations.

What are some of the key regulatory developments that are in progress right now that you think will shape the future of data-driven marketing?

Globally, there are significant changes in data usage regulations, including first-party data, third-party data, and privacy laws. Marketers need to stay informed and collaborate with legal and data officers to navigate these changes. The evolving landscape requires us to be proactive in understanding and adapting to new regulations to ensure compliance and leverage opportunities effectively. 

ADMA plays a crucial role here, providing guidance and training to help marketers stay ahead of regulatory changes. Their expertise in data-driven marketing is invaluable, offering a trusted and agnostic resource for navigating complex regulatory environments. Marketers must equip themselves with the necessary knowledge and work closely with their legal and data teams to stay compliant and innovative.

What’s the best piece of advice you would give to a university graduate starting their first role in marketing?

There are a few things actually: 

Be a sponge and remember your values: Absorb as much knowledge as you can from everyone around you, both in terms of what to do and what not to do. Stay true to your values and understand what brings you joy and fulfilment. This foundation will serve you well throughout your career, helping you navigate challenges and remain grounded. 

Curiosity and adaptability are key: Be open to new experiences and take risks, even if they seem daunting. The marketing landscape is ever-changing, and those who embrace change and continuously seek to learn will thrive. 

Why are organisations like ADMA so important for the wider media and marketing industry?

ADMA and similar industry bodies provide critical support in anticipating and understanding future trends. They offer invaluable resources, training, and regulatory guidance, helping marketers stay equipped for upcoming changes. Their expertise and macro perspective enable marketers to make informed decisions and drive industry standards forward. 

ADMA’s role in data-driven marketing, particularly regarding regulation and compliance, is essential. They offer a trusted platform for marketers to stay informed and up-to-date with industry developments. Additionally, ADMA’s training programs are instrumental in fostering a skilled and knowledgeable marketing workforce, ensuring that teams are equipped with the latest tools and techniques to drive success.

Last of all, what do you enjoy doing outside of work?

I cherish spending time with my family. We recently enjoyed a cultural trip to Japan and Thailand which was fantastic. 

I also love music, dancing in my kitchen, and occasionally participating in karaoke - that’s a bit of a guilty pleasure! Bushwalking, swimming, and weekend cooking are my other passions. I enjoy trying new recipes, just opening up a cookbook at a random page and giving it a go. It’s much like the creative process in marketing!