Leanne Cartwright-Bradford | The Innovator 25 Asia-Pacific 2020
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Leanne Cartwright-Bradford

Country Manager, Australia & New Zealand

Audible
Sydney

 


“If you start with the customer and what they want, it helps you channel your thinking”


It still remains rare for marketers to take on business leadership roles, but Leanne Cartwright-Bradford has handled the shift with aplomb. After previously serving as Audible’s marketing director, she took on country leadership for Australia and New Zealand in 2018, and has overseen the brand’s ambitious efforts to build the value of audiobooks. That has involved a specific focus on product innovation to build subscription value, including a free kids collection, an ‘Editor’s extra’ program, and increased investment in local content production. Prior to Audible, Cartwright-Bradford held senior marketing roles within Amazon’s Appstore, Samsung and Twentieth Century Fox.

How do you define innovation?
Finding a better way.

In your opinion, what brands and/or agencies are most innovative around PR and marketing?
We are fortunate enough to work with some amazing and innovative agencies including Emotive, OPR and Hearts and Science.

Describe a moment in your career that you would consider 'innovative.'
I've been fortunate enough to work on many innovative campaigns; from turning the BT Tower into a Light Sabre for a Star Wars launch when I worked at Fox in London, through to launching Audible campaigns like 'Books that fit with real life' featuring phenomenally talented people like Celeste Barber. All of those moments involved teams that were passionate, creative and focused on delivering the right message for our customers.

How do you get out of a creativity rut?
I talk with the team around me, as I am lucky enough to work with some of the best in the business. Bouncing off other people and seeing the problem from their perspective helps. Alternatively, I take it back to the customer. If you start with the customer and what they want, it helps you channel your thinking and focus on creating for them.

What would you be doing if you weren't doing your current job?
There's so many jobs I'd love to try; teacher, artist, psychologist, singer. However, I lack the talent for many of them...

Which book/movie/TV show/podcast/playlist/other cultural source has helped you get through this year or provided inspiration?
This classic reminded me how beautiful people are: 84 Charing Cross Road.  This Audible Original podcast gave me some great tips to approach work: Habits for Happiness at Work. And lastly, recently, I had this book recommended to me: A Beautiful Constraint and I found it so helpful to frame challenges or constraints as 'beautiful' to see the way that they can help hone and drive creativity.

What's your favourite time of day and why?
Whenever I am with my family. They are what life is for.