‘The Engine Room’ aims to build the profile of Australian Grand Prix Corporation (AGPC) staff members and provide interesting insights into what it is like to be part of the team working on two iconic international events, the Formula 1® Australian Grand Prix in Melbourne and the Australian Motorcycle Grand Prix in Phillip Island.
Liz Kozmevski - Senior Manager, Brand and Advertising
1. How did you get to where you are today?
It’s a combination of many things. Setting goals and having a clear plan for myself combined with seeking guidance and mentorship from leaders who I knew I could learn from and better myself. I always ask questions and never settle; I’m always looking for improvement. I completed my marketing degree at RMIT University and have been in various marketing roles across the automotive, entertainment, tourism and sport industry for over 13 years now.
I lived and worked in the USA for five years at Hilton Worldwide and feel very grateful and fortunate to work for some truly inspiring leaders during my time there. They were global-minded, highly strategic, always took the time to mentor and were never selfish or self-promoting, they brought you up with them. I have worked on multiple global rebrands and brands that have needed turning around during tough times using a customer-centric approach. But above all, being passionate, driven, energetic and taking a genuine interest in people I believe has got me to where I am today.
2. Your role at AGPC is centred around ‘brand’ - tell us about your own personal brand.
My personal brand is adventurous, curious and collaborative. I’m always keen to try new marketing tactics, I do believe in forever being a student. And I love bringing people together, collaboration is my go-to method for delivering any marketing project big or small.
3. Why is brand management important to an organisation?
Brand is more than a logo, colours or a channel and a lot of organisations view it as that, which is where they get it wrong. To take part of Maya Angelou’s quote “people will never forget how you made them feel” – this applies to brands too. It’s what you stand for, your purpose. If your brand is customer-centric and puts people first always, your customers will become active participants in your brand, and what they have to say is much more powerful than what you as a brand have to say.
Branding involves every aspect of the customer experience, from your website to staff they interact with. The importance of brand to an organisation is huge; it builds a deep connection with your audience, builds trust and loyalty. It can go as far as customers seeing your brand as a reflection of themselves or their own values. All of these things ultimately impact the bottom line.
4. What have been some of your proudest moments in your role at AGPC?
There are too many to count. Working alongside Formula 1® for the first-ever season launch in the history of the sport was a pretty special moment. Changing our storytelling approach and the way we talk about motorsport to be inclusive and accessible to broader audiences to shift perceptions of motorsport in Australia.
A massive achievement has been driving audience growth for both Formula 1® and MotoGP™ in Australia. I have done this by transforming whole of business approach to how consumer insights and data is utilised to develop strategy, inform marketing campaigns and deliver on-the-ground event experiences, bringing the entire customer journey full circle for AGPC. All while creating a customer-centric culture.
However, the thing I am most proud of is seeing the staff who have reported into me (past and present) get promoted, move onwards and upwards in their careers and go on to tell their own success stories. It is rewarding to know you have in some way helped someone else achieve their goals.
5. What aspects of your role are you most passionate about?
I love digging into consumer insights and it’s at the core of everything I do to oversee two sporting brands in Australia. The most exciting part of digging into data and insights is uncovering new opportunities and translating them into strategic priorities as well as relevant and authentic storytelling. Everyone wants human connection and human storytelling, but you can’t do that without understanding the customer first. This really is the foundation of creating a strong brand.
I also love educating my team and other members of the organisation on insights I have uncovered to help them in their roles.
6. What is your favourite marketing campaign and why?
I know a lot of marketers talk about Nike campaigns, but as I mentioned earlier, brand really is about how you make people feel, purpose and standing for something and Nike have done exactly that over and over. The ‘Believe In Something’ campaign was a controversial one in 2018, but it’s such a good example of standing up for something bigger than you, it sparked conversation and is culturally relevant even now.
The #LikeAGirl campaign by Procter & Gamble has been around a while now. It challenges the words “like a girl” which have been used as an insult, insinuating weakness and a lack of power. It’s stuck with me and is a great movement to challenge and redefine those words for all women. At the end of the day the brand is Always, a feminine product, however it’s another example of how brands should be looking towards a greater purpose and make their customers feel important and valued with a positive message.
7. As an emerging leader and an advocate for women in the workplace, what advice do you have for females wanting to work in sport?
Set your goals on what you want to achieve. When you have a clear vision on where it is you’re going, there really isn’t a lot that can stop you. And along the way, be daring, always speak up, talk about your accomplishments with pride and never worry about being judged. Have a good sense of your strengths and use them to the best of your ability.
As women we put a lot of pressure on ourselves and feel the need to prove ourselves more and more. Remember you’re just as capable as the next person to do the job and that you bring diversity of thought to the table, which is super important in any sport or organisation.
Lastly, build your network and use it!