I had the incredible honour of being named the Future Leader of the Year at the Australian Marketing Institute (AMI) Marketing Excellence Awards. This recognition is not just a career milestone—it’s a celebration of the amazing teams I’ve worked with, the mentors who’ve guided me, and the transformative campaigns we’ve brought to life together.

I’m deeply passionate about marketing because it’s more than just numbers and strategies—it’s about understanding people, building meaningful connections, and crafting stories that resonate. Receiving this award is a reflection of that passion, and I’m truly humbled by the recognition.

The Journey

The process of applying for this award was a reflective and rewarding experience in itself. It began with an online submission, where I had the chance to outline key campaigns, initiatives, and leadership moments that have defined my career so far. A significant moment in the application process was receiving a recommendation from a senior leader who has been instrumental in shaping my journey.

After being shortlisted, I participated in a panel interview where I had the opportunity to discuss my vision for marketing, the lessons I’ve learned, and the strategies I’ve developed to deliver results. It was an engaging and thought-provoking conversation that challenged me to think deeply about my leadership style and the future of marketing.

What This Award Means to Me

Winning the Future Leader of the Year Award is a validation of years of hard work and a commitment to pushing the boundaries of what’s possible in marketing.

When I joined MOVE Bank as Marketing Manager, I saw an opportunity to transform the way we approached marketing. I focused on data-driven strategies, authentic storytelling, and campaigns that genuinely connected with our members. The results we achieved were beyond my expectations:

• 178.5% of our new user target achieved in FY24.
• 123.6% growth in memberships, showcasing the power of cross-channel strategies.
• A 48% increase in website visitors and 76% growth in new visitors through innovative brand campaigns.

The Lessons I’ve Learned

Reflecting on this journey, a few key lessons stand out:

1. **People Matter Most** – Marketing is about understanding and serving people. Whether it’s our members at MOVE Bank or my team, putting people first has always led to the best outcomes.
2. **Creativity Thrives with Collaboration** – Some of our most impactful campaigns came from brainstorming sessions where everyone’s ideas were valued. A culture of collaboration drives the best results.
3. **Data is a Marketer’s Best Friend** – Leveraging analytics helps refine and optimize campaigns. Data doesn’t just tell us what worked—it points us toward what’s possible.

What’s Next

Winning this award has only strengthened my commitment to innovation and mentorship. As marketers, we have the unique opportunity to influence not just business results but also the way brands interact with their audiences. I’m excited to continue pushing boundaries, exploring new trends, and helping the next generation of marketers find their own paths to success.

To everyone who has been part of my journey—colleagues, mentors, and friends—thank you for your support and encouragement. This award is as much yours as it is mine.

Final Thoughts

Thank you to the Australian Marketing Institute for this incredible honour and for celebrating the hard work and dedication of marketers across the country. The process of applying and reflecting on my career was as rewarding as winning, and I’m excited to keep shaping the future of our industry.

Here’s to continuing to create meaningful, impactful marketing that truly makes a difference!

**Matthew Farnham**

Marketing Manager, MOVE Bank

Future Leader of the Year, AMI Marketing Excellence Awards

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