Home Stephanie Conti 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 Steph to share what she truly loves about marketing. Read on for her inspiring answers! Stephanie Conti Strategic Marketing Lead at ANZ 1. Why do you love marketing? Marketing is the perfect blend of creativity and science. It's a fascinating field about understanding human behaviour, crafting compelling stories, and using data to drive decisions. I love how marketing is a brand's direct line to the customer and has the capacity of controlling such a powerful narrative and driving business growth. 2. What made you fall in love with being a Strategic Marketing Lead? My role allows me to combine my passion for marketing with my love for learning, problem solving and mentoring. I feel I'm in a really privileged position where I get to help marketers grow and develop, equipping them with the skills and knowledge to succeed. It's incredibly fulfilling to see our team thrive and to know that we're making a real impact on the industry. 3. What excites you about the future of marketing? The future of marketing is incredibly exciting because it's constantly evolving. While marketing fundamentals will remain the same, the tools and strategies we use are always changing. This dynamic nature keeps us on our toes and ensures that we're always learning and growing. The increasing importance of marketing in driving organisational growth is also thrilling, as it highlights the value we bring to the table. 4. What is your favourite marketing campaign? I thought the global marketing campaign for Barbie the Movie was genius. It built so much curiosity (whether you love or loathe Barbie), the speculation and sense of anticipation it created (across generations) was unmatched and recalibrated the way people view Barbie. The strategies and tactics used were a harmonious combination of outdoor, digital, partnerships/collaborations with other brands, which all complimented one another and created multiple touchpoints across the brands entire portfolio to engage a global audience. It unlocked huge cultural moments through fashion, music and its own feminist movement. It was like no stone was unturned and they weren't scared to experiment and take risks - not to mention its box office results and record breaking success for a female director. It really did turn the world pink! 5. Something you want to upskill in this year? While AI is certainly a hot topic, for me, it's all about revisiting the evidence-based approach to marketing - understanding the core principles and how they apply in today's dynamic landscape is crucial. I’ve recently revisited the book “How Brands Grow” by Byron Sharp as ANZ is now a sponsor of Ehrenberg-Bass Institute. The basics will always be relevant, and understanding them deeply allows for more effective application of new tools and technologies. BONUS: Your favourite marketing guru or podcast? For me, I'll always gravitate to the oracle of marketing knowledge and insights, the brilliant Mark Ritson. As for podcasts, I enjoy "Uncensored CMO" as well as "Marketing Over Coffee" for its blend of classic and cutting-edge marketing insights.
Stephanie Conti Strategic Marketing Lead at ANZ 1. Why do you love marketing? Marketing is the perfect blend of creativity and science. It's a fascinating field about understanding human behaviour, crafting compelling stories, and using data to drive decisions. I love how marketing is a brand's direct line to the customer and has the capacity of controlling such a powerful narrative and driving business growth. 2. What made you fall in love with being a Strategic Marketing Lead? My role allows me to combine my passion for marketing with my love for learning, problem solving and mentoring. I feel I'm in a really privileged position where I get to help marketers grow and develop, equipping them with the skills and knowledge to succeed. It's incredibly fulfilling to see our team thrive and to know that we're making a real impact on the industry. 3. What excites you about the future of marketing? The future of marketing is incredibly exciting because it's constantly evolving. While marketing fundamentals will remain the same, the tools and strategies we use are always changing. This dynamic nature keeps us on our toes and ensures that we're always learning and growing. The increasing importance of marketing in driving organisational growth is also thrilling, as it highlights the value we bring to the table. 4. What is your favourite marketing campaign? I thought the global marketing campaign for Barbie the Movie was genius. It built so much curiosity (whether you love or loathe Barbie), the speculation and sense of anticipation it created (across generations) was unmatched and recalibrated the way people view Barbie. The strategies and tactics used were a harmonious combination of outdoor, digital, partnerships/collaborations with other brands, which all complimented one another and created multiple touchpoints across the brands entire portfolio to engage a global audience. It unlocked huge cultural moments through fashion, music and its own feminist movement. It was like no stone was unturned and they weren't scared to experiment and take risks - not to mention its box office results and record breaking success for a female director. It really did turn the world pink! 5. Something you want to upskill in this year? While AI is certainly a hot topic, for me, it's all about revisiting the evidence-based approach to marketing - understanding the core principles and how they apply in today's dynamic landscape is crucial. I’ve recently revisited the book “How Brands Grow” by Byron Sharp as ANZ is now a sponsor of Ehrenberg-Bass Institute. The basics will always be relevant, and understanding them deeply allows for more effective application of new tools and technologies. BONUS: Your favourite marketing guru or podcast? For me, I'll always gravitate to the oracle of marketing knowledge and insights, the brilliant Mark Ritson. As for podcasts, I enjoy "Uncensored CMO" as well as "Marketing Over Coffee" for its blend of classic and cutting-edge marketing insights.