Hari Caulfield – Programmatic Specialist Manager (Kayo Sports & Binge) @ Streamotion

1. Before we dive into your role at the Streamotion, what has your career journey looked like so far?

1)A start in retail marketing

Definitely an interesting journey for sure. I started uni life wanting to be a copywriter, and found myself in the world of media. Working for a few retailers such as RM Williams & Nudie Jeans in their brand and marketing teams. 

2)Transitioning into media agencies

I was able to enter the agency world with Frontier Australia, where I was able to figure out the complex nuances of all channels. Found my niche in Programmatic at McCann, where I worked for a smaller media team amongst an ad agency. 

The experience I gained there allowed me to grow my knowledge and skill set, which evidently led me to Atomic212. A great indie in the industry. I was able to really sink my teeth into the world of Programmatic and find myself loving the industry more and more. 

3)Entering client side

Evidently, the education I was able to accumulate in these Agencies gave me the opportunity to enter client side, where I have been able to push myself even further and find great support.

2. Transitioning into work, what does a Programmatic Specialist Manager (Kayo Sports & Binge) @ Streamotion do?

My position really covers a fair amount of differing channels one would come across in Digital Media. 

Outside specific prog trading and buying, my team and I work across many direct partnerships (Pedestrian, ESPN, Val Morgan) to build out and execute a strategically strong media plan. 

The great thing about this channel is that I am able to work across:

  • Video
  • Youtube
  • Connected TV
  • BVOD
  • Display & Audio

So the strategy and planning requires a great deep dive. That being said, I definitely cannot do it alone and am surrounded by an amazing team.

What is Streamotion? 

Streamotion is the umbrella company under FoxCo that brings you three great SVOD products – Binge, Kayo and Flash.

How is the marketing function structured? 

The Marketing teams are all in house. The build revolves around Brand and Marketing and for each product (Binge, Kayo, Flash) we have:

  • Digital media/programmatic (Where I am)
  • Creative
  • Brand
  • Affiliates

Definitely creates a really strong ideation narrative for each product.

What about the digital media/programmatic team?

The Prog team/ Digital media team has a similar structure in that we are all in house

We have myself as the Prog Specialist, our head of Digital Media and a Jnr Prog Specialist as well. 
We basically work across all products and each campaign.

What does your role entail? 

As I alluded to above, my role is strategy and planning of a plethora of different channels

We are briefed out by our Account Directors with audience insights, budgets timings etc. and with that we go ahead and begin to develop competitive plans. 

A lot of what I do requires a good mobile battery and a fair few meetings, I am not complaining though as those meetings are normally at some amazing restaurants

3. What’s an example of a campaign that you’ve worked on and what was your role in bringing it to life?

Campaign Name: Kayo Winter Codes Launch

What was it?

One of our biggest projects to date was our Winter Codes campaign, this is one of our major campaigns that drives people to watch both the NRL and AFL by subscribing to Kayo.

What was your role?

My role in this campaign was to:

  • Develop our digital strategy across major channels 
  • Make sure both internally and through partnerships our campaign messaging is heard at the right time

Once our plans are signed off, the execution stage really takes form and I essentially become a middle man of managing creative and publishers to get the desired outcome. 

Again, this doesn’t happen independently, the team is paramount to the success of these campaigns.

4. What do the entry level pathways in media buying look like?

I think this industry has many different opportunities to enter the industry, I came through the classic uni to job entry. 

However, I know so many people who have entered the industry through word of mouth or through internships. 

I definitely think Media is still a mystery in the post school world, so if you’re wanting to go into Marketing/ Advertising/ Media – it’s definitely worth putting your hand up for internships etc.

5. What’s one thing you recommend an aspiring marketer do right now?

If you’re studying to enter this industry, reach out for internships asap! 

You will learn more in a day of working than you will in a semester. 

If you’re unaware of what this industry is, as awkward as it sounds/as hard as it may be at times – reach out to people, ‘cold call’ for further education. 

The one thing I can promise you, people in media/marketing love a chat!

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"Love it guys! Super exciting and easy reads"
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"Awesome insight! Keen for the next scoop!"
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