Meet MBA Student, Naomi Saines

Pictured: Naomi and her husband Adam at the Brisbane Junior Chamber of Commerce Gala Ball.

Communications and marketing specialist, Naomi Saines commenced her MBA studies in November 2022. We, the MBA Team, sat down with Naomi to talk about her motivations for pursuing an MBA, Artificial Intelligence Marketing and everything in between.

You founded Kroll Consulting three years ago. How has it evolved and what does it entail today?

Kroll Consulting was born whilst I was travelling solo in Latin America. I was thinking about what expertise I could offer the world and what I wanted my life to look like (a deep thought you get deep thinking whilst travelling solo). At the time, I consulted for tour companies and hotels whilst I travelled.

When I got back to Australia I started to work more with small businesses and not-for-profits. Today, I work with businesses on taking their marketing to the next level and LinkedIn & Personal Branding coaching, empowering professionals to unlock their maximal potential.

Creating a marketing & photography consulting business gives me the flexibility to work on projects that excite me whilst being able to work 1:1 with businesses I want to support. I absolutely love it.

You are quite active on LinkedIn! What advice would you share with someone looking to build their personal brand on the platform?

Yes, I am a self-confessed LinkedIn enthusiast. The LinkedIn platform has been the stepping stone to many exciting opportunities from invitations to share insights on panels to promising job interviews and invitations to interesting networking events. But most of all, it’s given me the privilege of engaging with phenomenal changemakers whom I might not have encountered otherwise.

My biggest piece of advice for those diving into LinkedIn is to identify your self-limiting beliefs and challenge them. In the LinkedIn & Personal Branding workshops I run, the first thing I work on with my clients (and the most important thing) is ‘LinkedIn Mindset’.

From “No one really cares what I have to say” to “I'll never be a LinkedIn expert, so what's the point”, “I don't know what to post”, or “I don't want to come across as proud or pushy”, there’s always a belief that is stopping us from sharing and expressing ourselves.

Acknowledge these self-limiting beliefs, confront them, and reshape them.

Adopt affirmations like, “I have a lot to offer”, “People do want to hear what I to say”, and “It doesn't have to be perfect” and practice saying them to yourself with the self-limiting beliefs pop up.

It’s going to take time to get comfortable with posting and that’s okay. Remember, growth often resides outside of our comfort zones.

Can you tell us about the most memorable project or client you have ever worked with?

One notable and fun project I worked on a few years ago was The Plastic Lid Project (TPLP). I was conscious of the bombardment of branded communications in today's digital world and recognised the need for a unique approach to cut through the noise and engage people. My solution was to use art as a medium to attract attention, provoke thought, and raise awareness about environmental issues.

TPLP aimed to illuminate the impacts of plastic waste, educate about the United Nations Sustainable Development Goals (SDGs), and prompt individuals and communities to rethink their waste disposal habits. The project involved collecting 20,000 plastic lids over a year, with the participation of over 5,000 people. These lids were then transformed into a striking piece of art depicting a turtle, a creature known to be profoundly impacted by plastic pollution in our oceans.

TPLP's reach was substantial, with the artwork being showcased at Western Sydney University, Windsor Library, Penrith Library, Penrith Real Festival, and a workshop at the Youth Eco Summit. In total, the project touched around 25,000 people.

What made this initiative particularly innovative was the vast network of lid collectors, comprising 1,000 Western Sydney University students and staff across 8 campuses, 19 businesses, 3 music festivals, a youth group, a school, the Sustainable Development Solutions Network Western Sydney, and the Tomra Cleanaway Return & Earn Scheme. The project truly embodied the spirit of community, with each participant contributing to a shared purpose.

This creative approach allowed me to bring a new angle to environmental advocacy, using art to capture attention, encourage conversation, and inspire action in a way that conventional communications might not achieve.

What are your thoughts on Artificial Intelligence (AI) Marketing? Have you/will you look to leverage it?

Yes, it’s certainly a hot topic in marketing, especially since the rise of ChatGPT in early 2023. Just like when the internet first came out, there were sceptics who brushed it off. Those who embraced it and learnt how to use it to be more productive in their jobs did well. I think it’s a similar case with AI. Learn to use it or be left behind.

I have a whole lot of saved AI resources which I’d like to invest some time in learning. In the meantime, I’ve been using ChatGPT all year and would say I’m at an intermediate to advanced level. I mostly use it as a tool to help me formulate ideas and to help me reword phrases when I’m stuck. I think it’s a good tool for those who want to introduce themselves to AI.

My top ChatGPT tip: Group your prompts (the questions you ask) by theme or context within the same chat session, rather than scattering them across multiple sessions. This not only helps ChatGPT understand your writing style and preferences but also allows you to reference information from earlier discussions.

What is your mission, and how is the Griffith MBA helping you to realise this?

I am deeply committed to harnessing my skills to make positive, lasting changes within the realms of sustainability and social impact. I envision this manifesting through meaningful work and impactful projects. I firmly believe that with the significant time I dedicate to my work each week, I should contribute positively to the world, leveraging my project management and marketing expertise to have a positive impact.

I've chosen the MBA at Griffith because I recognise its potential to expand my skills, confidence, and networks. I was sold on the responsible business angle as that deeply resonates with my mission. It's time to level up and I'm so grateful for the Griffith MBA for giving me the platform to do so.

Has anything surprised you about the MBA Program and/or Community?

One revelation has been how diverse the industry backgrounds of my fellow MBA students are. While I had initially anticipated a predominant focus on business and professional services, the reality was far more diverse. In my first class, there were people from healthcare, hospitality, education, and air transport for example.

This blend of diverse perspectives enriched our discussions, making the coursework very engaging. Given the global imperative for all sectors to collaborate towards responsible decisions, this diversity in the MBA community is both refreshing and promising.

Which UN Sustainable Development Goal (SDG) are you most passionate about and why?

I'm incredibly passionate about the SDGs. My favourite is SDG 12: Responsible Consumption & Production, ensuring sustainable consumption and production patterns.

It’s an SDG that is very tangible. After all, each of us consumes and produces waste daily. It’s an SDG we can all contribute to and one that has a big impact on society. If we waste less and consume less, it can save us money too.

A stark reminder of our unsustainable habits came on August 3rd—Earth Overshoot Day. By this date, we had already exhausted the Earth's entire annual natural resource allocation. Our consumption is not sustainable.

So, how can YOU make a difference? Here are three areas:

Think before you buy! Before purchasing, reflect - do you genuinely need it? If not, skip it. If it's essential, consider sourcing it second-hand or opt for eco-friendly or socially responsible brands.

Use it before you lose it! Lengthen the life span of your belongings. Embrace minor imperfections and invest time in learning repair techniques. Pssst…wear your clothes more, most fabrics are made of plastic.

Reduce your food waste! Food waste is worse than you think. It leads to the release of methane in landfills - a gas with a global warming potential 28 times greater than carbon dioxide. Organise your meals, repurpose leftovers, and please compost (a lot of councils give rebates for compost bins and worm farms).

If you have a question, we encourage you to connect with Naomi on LinkedIn.