Talent Manager, Founder + Director / Day Management
Have you ever checked out the definition of ‘Day’ in the dictionary? Ever wondered where it originated from? Six months ago I stumbled upon the gloriously curated instagram goodness of Miss Genevieve Day. Not only was I taken back by her obvious A+ business acumen, but I was blown away by her stable of influencers and all that she has created, all within a couple of year.
Sooooo, I did what anyone else would do and typed “Day” into the dictionary – and what unfolded all made perfect sense.
Sure there was the waffle of twenty-four hour periods, midnight, etc, etc, but there was also this:
a particular period of the past; an era
In my opinion, Talent Managers help preserve a second in time. They are the makers of a moment, they pick out the freshest of influencers and allow them to get paid for creating a remembered post, story , collaboration. They have their fingers on the pulse of popular culture, of style, opulence, and community, because they often help define it.
Genevieve Day is all of the above and so much more. In this #careerstory we chat about life at high school, with its ups and downs. We discuss Uni course selection, work experience placements and why Genevieve risked it all to start her own business. This interview is one that you will keep on coming back to – it’s just way too good.
Please meet Genevieve Day…
Hey Genevieve, so pumped to have the opportunity to tell your #careerstory – Can you tell us where you grew up and how your experience shaped the person you are, and the career that you are in today?
I grew up in the leafy suburb of Canterbury, Victoria. My Dad is a doctor and my Mum a teacher, and both parents really valued a hard work ethic growing up. They were always encouraging me to excel academically, but also put an emphasis on finding a passion and doing what I loved both at school, and outside of my studies. Although after two years of running a digital talent agency, they don’t really understand what this ‘new age’ career path involves, but Day Management’s success largely comes down to that focus on putting your head down and working hard.
Where did you go to High School and how was that experience for you
I went to Strathcona Baptist Girls Grammar School in Canterbury – just 1km away from my house. I loved my high school experience, and was really involved in school activities from the debating team to jazz band, school musicals and serving as Dance Captain. The school was a real community, and I am still close friends with many of my school group 8 years on.
Did your high school play an important role in helping you choose your further education and future career?
In hindsight, I feel so bad for my school Career’s Counsellor as I was never interested in a plan B. I wanted to achieve the best ENTER score (now ATAR) and go to the best university for my field. I only put Professional Communication from RMIT down as a preference, and then added Arts/Law just for fun. I was extremely results driven and competitive, and luckily I had teachers who helped me embrace those personality traits.
I really focused on the subjects that I loved – humanities. I studied Australian History as my Year 11 3/4, and then English, Literature, History: Revolutions in Year 12. I also undertook a university level Australian History subject in Year 12, and then threw Further Maths in there for good measure. Due to this very heavy focus on writing and humanities, I identified communications as a field of interest early on and just charged full speed ahead!
For a while, I was interested in being a celebrity journalist for OK! Magazine (not kidding), but I’m relieved that I settled on public relations instead.
Now that I run my own business, I do sometimes wish I studied some commerce or accounting in high school – but I’ve just had to pick up those skills on the job.
Yes, I can totally see how focused and dedicated you were/are Genevieve. What a great student. Did you complete any internships or work experience placements in high school? Tell us about that experience.
My high school had a great work experience initiative in Year 10. They connected us with school alumni in fields we were interested in. I worked at a media relations company, Media Moguls (now Hatching Communications), for one week as a 16-year-old. When I graduated high school I called up that same company director and asked her for a job. I ended up working there for 6 years – so I guess you could say that work experience was a success.
Ahhhh, love this. I also used my work experience placements to the best of my ability. you never know where they will take you. Did you go to College, University, Tafe or another equivalent? Take us through the courses that you studied and why you chose them.
I studied Professional Communications, with a major in Public Relations, from RMIT. At the time (2010), it was the best course in the biz. It was extremely competitive to get into, and offered a diverse range of subjects across media, journalism, and PR with real-life, industry experience interjected. It’s well regarded in the industry as it really thrusts you into the workplace. RMIT encourages internships and boasts lecturers with a wealth of industry knowledge and connections. My uni classmates have gone on to write for GQ, lead the team at creative advertising agencies and work in house for global fashion brands.
Before deciding on Professional Communications at RMIT, I did ask any contacts I had in the industry to recommend the best course. From the first week entering the campus, I was reassured it was the right course for me.
It is however quite irregular for someone to jump straight from high school, to complete one university course and then go straight into the workplace. I didn’t take a breath in between, and now that I run my own business taking any time away is so challenging. That is one choice I sometimes regret.
Tell us about your career journey so far. Who you have worked for, and explain any highlights.
When I finished high school all I wanted to do was get into the workplace. I began interning at PR firm, Hatching Communications, the same time I started my university degree at RMIT. My first client was the Moomba Festival in 2010. I probably still have my VIP Media Pass from the event hidden away somewhere in my room. I can remember the excitement I felt as a fresh faced 18 year old experiencing her first work event. In reality, I just followed my boss around and fetched some coffees.
I ended up staying at Hatching Communications for just under 6 years. I moved from an intern to a Senior Account Manager. I worked on luxury travel and lifestyle clients, including five-star hotels, luxury day spas, and coveted beauty products. I got to fly to Bali a number of times to promote a luxury beach resort and work backstage at Melbourne music festivals.
One of my favourite work stories was with my client, the Palazzo Versace Hotel on the Gold Coast. Snoop Dogg had just stayed at the hotel and left a bizarre artwork that he created and signed at the hotel after his stay. We got to auction the painting off for charity and the media loved the quirky news story.
The PR life was incredibly exciting and appealing to me. I loved every element of our campaigns, from creating guest lists for launch events to helping news crews set up and film. There was a certain rush when you used to get some great media coverage for your client.
During my time at Hatching Communications however, the media landscape shifted before my eyes. Our campaign objectives were more and more focused on social media. We saw the birth of the social media influencer, and at this stage, no one was charging for content or promotion on their Instagram or blogs. I identified this gap in the market, and in May 2012, Day Management was born.
So you identified the gap and then filled it in, can you tell us more of the details?
As I mentioned, during 2012 there were very few talent management companies, and the majority of influencers were free agents. Most management companies were associated with modelling agencies, and didn’t have a PR background or understanding of overall promotional campaigns. I seized on this opportunity and started Day Management with one influencer in May 2012. We booked one collaboration with Jo Mercer shoes in my first month, and I was thrilled. To contrast, last month we booked 87 collaborations. It’s such a perfect representation of the growth market. We celebrated 2 years of business in May this year, and now have 15 amazing talent with a reach in the millions, as well as two staff members. While we are a boutique agency, Day Management has definitely risen to be a leader in the influencer marketing space.
UNBELIEVABLE, so exciting, you should be so proud of what you have created. What is the hardest part of your current job?
Being the middleman between brands and our influencers can be challenging, especially with so many moving parts of a campaign. You can never keep everyone happy – but I certainly try!
What does a day a typical business day look like for you at Day Management?
The beauty of working for yourself is that there is no typical business day. There is no 9 – 5. I usually start the day scrolling through Instagram to see any posts that have gone live internationally or overnight. I’ll then jump on the emails and start responding to brands and make sure all of our campaigns and collaborations are on track.
Most days I’ll have a conference call or meeting with one, or more, of my talent. Sometimes I’ll pop into a photoshoot or filming as well. Because we are a boutique agency, this allows me to have a really hands-on approach to management. I’ll spend my afternoon downing multiple coffees and replying to emails. Sometimes smashing out some office admin and invoicing as well.
I might finish the day attending a restaurant opening or brand launch to further connect with like-minded brands and agencies in the industry.
Who has been your hero, or greatest inspiration growing up and why?
What advice would you give girls who are interested in your career?
Work hard and don’t be afraid to start at the bottom. The acknowledgment for your efforts will come, but be patient. Always have your finger on the pulse, especially in this digital age where everything is changing so quickly. Embrace the change, and shift with it. Capitalise on the fact that you are a digital native. Finally, get as much industry experience as you can. In a career that didn’t exist 5 years ago, the best way to learn is on the ground.
List your most valuable resources that you turn to constantly for inspiration in your profession?
- Favourite Websites: A mix of pop culture websites such as Pedestrian.tv and industry news sites like Mumbrella.
- Name an Instagram Account that you can’t go a day without checking: @daymanagement, obviously!
- Favourite Podcast: I actually don’t listen to Podcasts! Is that bad?
- Favourite Netflix Series: Arrested Development
- Favourite all time book/s: I love a good autobiography – Tina Fey’s Bossypants, Amy Schumer’s Girl With the Lower Back Tattoo, Ariana Huffington’s Thrive.
- People: Kanye West