Journalism graduate makes waves as senior campaign manager

Name: John Cooper

Course: Bachelor of Journalism

Faculty/Division: Arts

Campus: Caulfield

Year graduated: 2013

Current position: Senior Campaign Manager for Pace Development Group

What was it like breaking into the industry? Was it more “who you know” than “what you know”?

John Cooper is now Senior Campaign Manager for Pace Development Group

A little bit of both really. Knowing someone is always good for opening a door, but you’ll find it very hard to stay there if you don’t know what you’re doing or at least have a real crack at learning. e

What is a “day in the life” of your current role?

It can be quite varied. Often it’s centred around evaluating a campaign and seeing where might be good to focus our attention towards, then making sure the content created is the best fit for that.

What was a key lesson you learnt at Monash that translated into your workplace?

All the work on practical assignments has been a huge help. Even if you aren’t working in a classic journalism role being able to communicate with people in a range of mediums will always be useful.

If you could go back and do your degree again, is there anything you’d change? Subject choice? Time management? Internships?

I would have loved to have done an exchange overseas, ideally to the US.

What skill (or skills) would you recommend aspiring journos acquire before getting into the industry?

Don’t pigeon-hole yourself to one type of role by focussing too heavily on that. Being able to produce pretty good content in a range of formats is generally more valuable than being able to do one type really well. At least when starting out.

When you were a child, what was your dream job?

After realising I was never going to be a footballer it turned into being a footy journo.

What is your dream job now?

Content director for a large sportswear brand or club. Making engaging content with amazing athletes that people want to consume but still has a message.

Who do you look up to most in the industry?

No one person, more the publishers that are doing that type of work. Nike are the obvious example, but things like Cross-Fit do some pretty interesting stuff as well.

Have you kept in touch with any of your fellow alumni?

A couple. It’s been interesting to see who has stayed the course and pursued a genuine role as a journalist when it often seems like there isn't any space for it.

Do you follow any sports teams?

I’m an absolutely tragic Dees supporter (we all are), and outside of that I’m a New York Mets and Jets man.

What’s your coffee order?

Strong flat white or long black.

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