Ava Lawler, Chief Communications and Marketing Officer at Australian Wildlife Conservancy: “Now more than ever we need to take on the responsibilities of truth-telling”

If you’re still early in your career, may we humbly direct you to this quote from Ava Lawler, Chief Communications and Marketing Officer at Australian Wildlife Conservancy: “My experience proved the adage that high risk can equal high reward, but it requires a good deal of courage and conviction too.”

In Ava’s case, that risk involved working in South Africa during a tumultuous period of that country’s rich history, but what a return. How many other people can say they helped set up the meeting between legends such as Bill Gates and Nelson Mandela?

In fact, the message that shines through our interview with Ava is that the biggest risk is to stand still. Do that, and the world will change around you – whether that’s culturally or technologically.

Other reasons to listen to Ava’s advice? For one, sheer range of experience. Her career spans over 30 years and numerous sectors – including not-for-profit, healthcare, finance, technology, retail and travel. During that time, Ava helped develop award-winning campaigns for clients such as ALDI, AstraZeneca, Commonwealth Bank, Mastercard, Microsoft, Nespresso and Telstra. (She is too modest during the interview to mention that she was MD of Weber Shandwick of Australia for five years too.)

Ava is now Chief Communications and Marketing Officer at Australian Wildlife Conservancy, a global leader in conservation that provides hope to Australia’s wildlife. Ava is also CEO of The Possibility Partnership, a consulting business which offers coaching and strategic consultancy to select organisations.

How did she get to this point? Well, that’s where our first question comes in…

Why Dust or Magic? That stems from a quote by legendary American advertising creative director, William Bernbach: “An idea can turn to dust or magic, depending on the talent that rubs against it.” (And if you’re wondering where you’ve heard the name, Bernbach was the inspiration behind Don Draper of Mad Men fame.)

Could you please introduce yourself to our audience? What motivated you to pursue a career in marketing, and how did you embark on your journey in this field?

I have enjoyed a 30+ year career in communications and marketing and am currently leading a talented team of integrated storytellers at the Australian Wildlife Conservancy.

My younger, naïve self had originally intended to try to help save the world through investigative journalism. However, I started working part-time in a PR agency while finishing my journalism degree. I loved the creative element of storytelling that was offered through the commercial briefs that accompany agency life and stayed in this Brisbane firm for another three years.

When the travel bug hit, I was lucky to secure an agency role in London, which led me on a journey to South Africa and then to Sydney. I have since also enjoyed a stint working in Shanghai and taking on Asia Pacific and global roles.

What are your thoughts on the escalating integration of AI in digital marketing and its potential influence on the future of marketing, Martech and social media?

During my career, I had the privilege of witnessing the dawn of the internet and the avalanche of change that accompanied the smartphone and the advent of social media. I remain passionate about the possibilities of brand storytelling across a fragmented media landscape, and I am enthralled by the agents of change that have transformed our global economy and ways of working and engaging.

AI technology presents so many opportunities for our profession to reach its potential. It will enable deep research and measurement at a price point organisations are willing to pay for, and it will help us feed the demand for changing content across multiple platforms. The possibilities for improved effectiveness and speed to market are also exciting.

However, now more than ever as communications professionals we need to take on the responsibilities of truth-telling. We need to hold ourselves and our organisations accountable to a strong ethical compass and remain confident in the knowledge that all change comes one step at a time. At the start of my career, I could never have imagined the transformation that lay ahead, but now I cannot imagine a world without it.  

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How do you ready yourself for an AI-driven landscape as a marketing leader? What new skills do you need?

Curiosity, collaboration and commitment will equip us for all change. It is important to always keep an open mind and be confident to dive in and embrace the new. Test, review and learn is a good mantra to live by.

Could you share some of your most noteworthy accomplishments that you take particular pride in?

My big career brag moment is being part of the team that helped facilitate the now historic first meeting between South African President, Nelson Mandela, and Bill Gates. I was living in South Africa during a pivotal time so also had the privilege to meet Archbishop Desmond Tutu. I took a huge risk moving to such a tumultuous country and was fortunately naïve about what to expect. There were some very difficult moments during this period, but some incredible opportunities also. My experience proved the adage that high risk can equal high reward, but it requires a good deal of courage and conviction too.

What core values have played a pivotal role in shaping your approach to marketing and communication?

The values I try to uphold are compassion, collaboration, creativity and commitment (don’t you love the power of alliteration!).

Working with others to liberate the potential of the individual, team and campaign has always been my strongest source of workplace energy. I try to be kind and appreciate this effort in others. Bringing a positive approach to the world frees opportunity, while commitment converts creativity into action and results.

Related reading: What will the digital landscape look like in 2028?

What major hurdles have you encountered as a marketing leader, and how did you surmount them?

Most of my major hurdles have been when my core values have been challenged. I don’t respond well to a front-footed aggressive approach, and it has been a continual process to build the confidence and resilience needed to respond to this behaviour from others.

Working in agencies provides a good opportunity to learn from colleagues, mentors and managers and it can also provide a haven for solace when dealing with difficult issues and clients. Over the years I have learnt mechanisms for providing distance to criticism so it can be managed constructively and not taken personally. These experiences have also proven the value of being truly accountable so that all commitments are met, and your advice is sound. It is so much easier to hold your ground when you know you are on solid footing.

How do you ensure you’re up to date with the latest marketing trends and technologies, and how do you integrate them into your strategies?

I try to continually read the key marketing titles and to follow colleagues and commentators I respect. I am also fortunate to be invited to judge several industry awards and speak at conferences and these events always spark ideas. It can be time-consuming to be involved within the industry, but it is incredibly valuable.

What piece of advice would you offer to fellow Marketing leaders that has been particularly beneficial to you personally?

Stay focused on your team and your clients/stakeholders and the numbers will always follow.