10 Questions with: Hugh Stevens
We chat to our Chief Data Officer to learn more about the decisions that led him to his current role, what he enjoys most outside of work and advice he’d give to those starting out in the industry.
1. How did you get into this role?
A bit more by luck, than judgement! I was previously working for a data company called Acxiom, where I was leading the Digital Audience team. It had evolved from a direct marketing team to become a digitised offering of that data. I was working with a lots of the local teams at Dentsu Aegis Network driving the adoption of our data into their audience strategies. In 2016 I was at the Dentsu Aegis Beach House in Cannes and I was talking to a friend who had just accepted a new role at Carat and she mentioned that the network was looking for data people…the rest is history!
2. Did you always know that you wanted to work in data?
No. Not by any stretch of the imagination! I left university and went into software sales after doing some work experience at the company while I was still at university. When it reached the point that I wasn’t progressing quite as quickly as I’d anticipated, I then began to look elsewhere and landed at a place called Consodata. This role really opened my eyes to the marketing world in terms of how brands use data to drive direct marketing and business decisions. The company was then bought by Acxiom and it was at this point I got the opportunity to grow a team and go through the ranks of leadership.
To this day I would never really regard myself as a ‘data specialist’, I position myself as more of a generalist because I am someone who can help spot the opportunity and piece the puzzle together from the top and then we can go and find the right specialists from across the network. What I’ve enjoyed about working in data is that it has never become less important, in fact if anything it becomes more important every day.
3. You talked about growing a team- is there anything you learned from that experience?
Yes. I think an early learning from that experience happened when we were expanding the team. We were told ‘here is the budget to hire people’ it doesn’t necessarily mean you should, or certainly not without a longer term plan. While the numbers added up in the short term and from that perspective it seemed logical, our focus on short term didn’t mean that we were well enough prepared for the challenges and changes that were happening around us.. Sadly, there were individuals who we had to manage out of the business as a result of this and it wasn’t necessarily their fault.
4. What is it about your role that you most enjoy?
Within Vizeum Global we have a really great group of people, we’ve built a culture where it doesn’t matter who you are or where you’re from, it’s what you bring. We’ve got such a positive ethos, not to mention the many inspiring people I get to work with.
5. What is the biggest misconception about working in data?
Tiny word; millions of different topics and meanings. One of the biggest challenges that we see with our clients is that clients think data equals technology. What we are trying to tell our clients is that technology is just a component of the solution, so by spending millions on technology it doesn’t mean it solves the problem of data driving value for the business. Data isn’t valuable until you really start doing something with it and that requires clear vision and organisational alignment
6. What is one career-defining moment for you?
The moment I decided I would leave Acxiom. I had been there for 12 years and I’d reached a point where I maxed out all the opportunities available to me. I knew that I wanted to make my next move for about two years, so I was always going to be making an informed and considered decision, rather than one from panic! It was from this I was able to make my carefully selected move to Vizeum.
7. What has been your greatest challenge so far?
Probably the first 6–9 months here! Day 1, minute 5, I was in a meeting room with the leadership team and then 10 days’ later we were pitching to PSA Groupe. It was the first time I’d ever worked in a media agency. With this challenge came the benefits of being embedded into the team quicker than I would have done anywhere else.
8. What’s your biggest piece of advice you would give to someone who would like to be a leader one day?
The greatest quality that a leader can have is listen. Too many times people will talk over each other, but listening and then questioning will move you from being not just a leader, but a mentor as well.
9. What’s your biggest piece of advice for someone who is about to start out in this industry?
Find a place where your voice is going to be listened to. It’s important for you to be in a position where you feel valued and heard, so don’t just settle.
10. And finally, anything not many people know about you or fun facts?
When I first left school I made the decision to move to France to learn the language, unlike my peers who went to SA or Australia. It was the first time in my life that I’d really done off my own back and I’m pretty proud of it.
In terms of fun facts, I run the school allotment with my wife and other parents. Then when it comes to BBQ season I help manage that at school events. Hockey is a passion of mine too, so it’s really rewarding being able to coach kids on a Sunday.
