32 Under 32: Catheline Leung

By Egotist / /

Happy Friday everyone. We’re at the end of the week, but not the end of our 32 Under 32 series. Today we’re talking to Catheline Leung, Associate Media Director at AKQA. Take a look.

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Congrats on being chosen as one of the top 32 advertising and marketing professionals under 32. We selected people who really go above and beyond in their work. How do you think you approach your job differently than other people?

My motto in life is to “never lose your sense of wonder” which I also apply to my work. I am a very inquisitive person and aim to constantly push myself and my team to think critically and challenge the status quo. I aim to have my team and clients’ best interest at heart in any deliverable so they know what’s realistic versus what’s opportunistic. I heard a quote at an event recently that has been another driving force of mine, “if you can do better, then do it.”

What kind of accounts/projects are you working on these days?

I am currently working on a major CPG client managing digital strategy and planning. I’m excited to have the opportunity to collaborate with both our search and analytics team internally at AKQA along with our clients and external partners.

What is it about where you currently work that really pushes you to be better?

Above and beyond media planning and strategy, I have a vested interested in analytics and measurement. Our analytics and media team work closely together to refine media objectives and approach so that we can improve brand health metrics like awareness and consideration in hopes of aligning this data with our client’s overall sales reads. Having our team plan, measure and optimize towards metrics that are more closely tied to the brands’ business objective along with being measurable is the ultimate goal.

In thinking over your career so far, what work had made you the proudest?

Having a diverse portfolio of clients that I’ve worked with has really shaped who I am today. Working with companies large and small in different verticals like consumer and enterprise technology, retail and consumer packaged goods has really helped me grow and expand my creativity and marketing skill set.

We hear you were selected to the SF+Acumen Leadership Team. Tell us about that.

As a co-chair of SF+Acumen, we are tasked with spreading awareness of the Acumen organization and the projects they’re funding and mentoring around the world. I was able to leverage and contribute my marketing expertise and team management experience to this volunteer-based non-profit. It was exciting to blend what I know and love in marketing for a non-profit I admire. I have a passion for the fight against poverty domestically and abroad, and through our events and education series, I hope to infuse that passion to local professionals who are interested in taking any part in building solutions and helping others.

Here’s a ridiculously clichéd interview question for you: Where do you see yourself in 10 years?

I will have magically turned my side hustles into my day job, step foot on all 7 continents, acquired a handful of hobbies, and hope to still be working in media in some capacity. I’ll always be a media girl.

This might be tough, but here’s your chance to give a shout out to one person who has helped you get to where you are today. Go.

Shout out to my sister for her constant support and encouragement. She is my sounding board for anything related to my career and life. She has led by example since we were kids and is the perfect combination of smarts, a strong work ethic, and sense of humor.