171. Suzie Shaw, Managing Director of We Are Social on Life and Lessons in an Advertising Agency,...

171. Susie Shaw, Managing Director of We Are Social on Life and Lessons in an Advertising Agency

Introduction

Welcome to episode 171 of The Inner Chief podcast with your host, Greg Leighton. In this episode, Greg interviews Susie Shaw, the Managing Director of We Are Social. Susie provides profound insights into her career journey, the advertising industry, and the importance of networking and owning your career. Greg believes that learning from masters, combined with consistent personal growth, is key to achieving clarity, confidence, and influence at work, and ultimately landing your dream job more swiftly.

A Defining Childhood

Susie was one of five children and the only girl among four brothers. Growing up in a rural part of Sydney on 5 acres of land, she had an isolated upbringing and an uneasy relationship with her brothers. This isolation motivated her to leave home as soon as she could. At 21, Susie moved to London, where she spent 14 years and began her career in advertising.

A Career in Advertising

Susie’s two-decade-long career in advertising began in London where she initially joined a junior role in an agency. Despite never having a dream to work in advertising from a young age, she rapidly found her place in client service and developed a love for creativity and ideas. Working in an ad agency brought numerous fun and glamorous experiences, but also significant challenges, including setbacks and emotional stress.

Overcoming Setbacks

Susie has faced various setbacks, from feeling stuck in her career to being made redundant and receiving tough feedback. She bounced back by reflecting on whether any fundamental changes were needed and then addressing those changes. Often, tough feedback led to the most substantial growth, even if the lessons only became clear years later. For Susie, working under demanding bosses also provided immense learning experiences.

Decision-Making Challenges

As an agency leader, Susie feels the most challenging decisions revolve around people and structure. She approaches these decisions by listening to feedback, analyzing the business performance, and consulting with trusted advisers. Although a deep thinker, Susie is aware of the necessity of making timely decisions, often outside the typical 9 to 5 hours, which involves discussions with her husband and trusted advisers.

Networking and Mentorship

Susie highlights the significance of networking, drawing on the phrase “networking is working.” Building a network has been crucial for her, especially when returning to Australia from the UK. Founding the Senior Women in Media and Marketing (SWIMM) network has been instrumental for her career and peer support. Learning from mentors has taught her valuable lessons, like the importance of clarity on one's career aspirations and the benefit of documenting tough lessons.

Personal Excellence and Work-Life Balance

Managing a full-time MD role along with family responsibilities requires organization and support from her husband. Susie emphasizes investing in help and training her kids to be independent. On personal health, Susie admits the constant effort it requires, including regular exercise and dietary discipline.

Future of Social Media and Ethical Considerations

Under Susie’s leadership, We Are Social focuses on leveraging social media for marketing, customer service, employee engagement, and reputation management. The future of social media involves navigating challenges such as negative online behavior and data misuse. Susie advocates for platforms to create safer, more respectful environments and tighter regulations around data usage.

Final Message

Susie’s parting advice to future executives is to "work hard and innovate." She underscores the importance of pursuing ambitious goals with commitment, continuous learning, and innovative problem-solving approaches.

For more insights, you can connect with Susie Shaw on LinkedIn.

Keywords

• Susie Shaw
• Greg Leighton
• Advertising Industry
• We Are Social
• Networking
• Career Growth
• Decision-Making
• Mentorship
• Work-Life Balance
• Social Media
• Ethical Considerations

FAQ

Q: What is the significance of networking according to Susie Shaw? A: Susie emphasizes that "networking is working," highlighting the importance of building and fostering personal and professional relationships as key to career growth and support.

Q: How does Susie approach decision-making in her role as Managing Director? A: Susie relies on deep thinking, canvassing opinions from trusted advisers, and analyzing feedback from the business. She believes in making timely decisions by weighing different outcomes and acting decisively.

Q: How does Susie manage the balance between a demanding career and family life? A: Susie stays organized, has a supportive husband, and invests in help. She trains her children to be independent and makes time for personal health through regular exercise and dietary discipline.

Q: What are Susie's views on the future of social media? A: Susie believes social media will continue to be a powerful engagement tool. However, she stresses the need for platforms to take responsibility for creating safer, more respectful environments and for tighter regulations on data usage.

Q: What is a key lesson Susie learned from her mentors? A: A significant lesson from her mentors is the importance of being clear about one's career aspirations. Knowing what you want allows you to work towards it and seek the necessary opportunities, rather than waiting for them to come to you.