LAINEY MCINTYRE// NEXT WAVE
Name: Lainey Mcintyre
Handle: @laineymcintyre
Job Title: Senior Global Partnerships Manager at @dissh
Workplace: DISSH
Location: Brisbane, Queensland, Australia
What’s been one of those “this is a very cool job” moments in your career so far?
Last year was the biggest year of my professional life, with a lot of international travel to destinations I could only dream of visiting. Part of working for a brand focussed on global expansion means developing and nurturing relationships in all corners of the world. Our brand activation in the Saint Raphael, South of France, last year was the biggest pinch me moment of my career. I was waking up and falling asleep grateful each day, even after very long hours. 16 year old Lainey would not have believed me if I told her where we would get to visit, in the name of work.
How did you get your foot in the door in this industry, and what did those early roles teach you?
I’ve done a 360 - starting out working in advertising on publisher side, before moving to agency side during Covid, and eventually working my way to the end goal of brand side. That experience gave me a holistic understanding of the industry, and supported my ability to form meaningful and mutually beneficial partnerships in my current role. Knowledge, and understanding, is power.
What skill or skills stand out most to you when reviewing someone’s resume?
Most skills can be thought. The attributes I look for are personal qualities that fit the team or corporate culture. An understanding and alignment of the brand values, enthusiasm, and the elusive ‘eye’ that is so paramount in a brand based, creative role. Tenure in past employment is also an insight I consider (objectively).
What’s a favourite project you’ve worked on, and what did it teach you?
International event planning! It is not for the faint of heart. Time zone differences, language barriers, cultural variances. You’re dealing with the most opposing and variable factors possible. However it’s the most creatively challenged I have been, and a huge endorphin rush once complete. Those opportunities taught me about patience, problem solving (in real time) interlingual communication, and to always have a plan B, C and D.
What’s something changing in your industry right now, and how have you adapted to it?
Ai is of course changing the game across all industries, mine included. Adapting isn’t an option, it’s a must. We need go learn to work alongside ai, and not in competition with it. It’s actually a great tool to enhance efficiencies.
