Redefining Digital Strategy: Insights from Jordan Lomax, Founder of The Social Lab Australia

We're thrilled to bring you an exclusive Q&A with Jordan Lomax , the dynamic founder of The Social Lab Australia. With a career that spans top-tier roles at Spotify , OMD Worldwide , and Shopbop , Jordan has established herself as a leading voice in the world of paid media and digital strategy. Not only is she the mastermind behind a successful agency, but she is also a respected educator who teaches her own courses and holds a contract with the WA Small Business Development Corporation, where she conducts marketing workshops for business owners.

In this insightful interview, Jordan shares her journey from corporate roles to entrepreneurship, the challenges she faced during her career reset, and how she discovered her true calling in the digital space. We delve into the lessons she learned from founding her agency, explore the future of paid media, and gain valuable advice for anyone looking to navigate the ever-changing digital landscape.

Whether you're an aspiring entrepreneur, a seasoned marketer, or simply curious about the world of digital strategy, this Q&A promises to offer a wealth of knowledge and inspiration.

Can you share your career journey to date and some pivotal moments of your career working for top marketplace brands like Spotify and Shopbop?

I grew up in Western Australia, and it felt like I had to be on the East Coast to succeed in marketing. During my final year, I interned at MediaCom, working on a Victoria Bitter pitch, which made me realise that staying in Perth would limit my opportunities. So, right after graduation, I moved to Sydney.

Having both marketing and design skills helped me break into the industry. OMD Sydney loved this combo and hired me for a split social media management and design role. This unique skill set gave me an edge, allowing me to work on some of the biggest brands while learning to manage intense deadlines. OMD was the perfect launchpad, and I made some of my closest friendships there, making the transition to Sydney easier.

After about a year, Shopbop, one of my OMD clients, approached me to become their AUNZ Marketing Manager, working remotely. This role offered the flexibility to consult and freelance, laying the foundation for my current work style. It was a turning point that showed me I could earn a living by working for myself.

Later, I landed a dream gig as a Social Marketing Manager for Spotify AUNZ. Having a brand like Spotify on my resume opened many doors and helped me overcome the imposter syndrome I’d been grappling with, giving me the confidence to pursue my venture.

The need for extra funds for a PropTech startup led me to create The Social Lab. What started as a side hustle to fund our developers has grown into something I’m incredibly proud of!

What inspired you to take a career break?

I credit a conversation with my client, Caitlin Dennehy. I was stressed about freelancing and felt pressure to always be available for clients. Caitlin reassured me, saying, “People don’t work with you because you’re quick and cheap; they work with you because you’re good at what you do.” This revelation made me realise that my clients wouldn’t just replace me if I stepped away for a while.

This shift in mindset allowed me to embark on two significant projects. During COVID, my husband and I renovated a camper van as a lockdown project. Once restrictions eased, we’d escape into nature, enjoying the simple pleasure of being outdoors without phone reception. It became our way to recharge.

Additionally, we decided to move back to Perth. After working long hours in Sydney, I felt burnt out. We planned a road trip from Sydney to Perth, taking advantage of this unique opportunity. Initially, I thought taking three months off was impossible, fearing I’d lose clients and have to start over. But I realized that if I didn’t take this chance now, when would I?

I aimed for a real break this time, fully disconnecting from my clients and embracing the adventure. I travelled across Australia in a 2003 Toyota Hiace for 87 days!

What unexpected lessons did you learn while founding The Social Lab?

There are many, but here are a few key takeaways:

1. Work with the Right People: Early on, I had challenging employee experiences. I learned that it’s not just about hiring skilled individuals; it’s about finding good humans. Enjoying who you work with is crucial to avoiding burnout.

2. Don’t Oversell Yourself: In the beginning, I felt pressured to say yes to everything to land clients. But this can backfire. I wish I had focused on clearly defining our niche and core services from the start.

3. Set Boundaries: This took time for me to learn. I was hesitant to say no and often agreed to unrealistic deadlines. Over time, I realized it’s okay to set boundaries, and most clients respect them. This lesson has helped me set personal boundaries too.

How did you realise that paid media and digital strategy were your true calling?

I discovered my passion for paid media and digital strategy when I found the perfect balance between creativity and data. Early in my career, focusing too much on one aspect left me unfulfilled. In this space, I could be creative with design, branding, and ad creative while relying on data to inform decisions.

Once I recognized this balance, I sought out clients, projects, and roles that allowed me to operate at this intersection.

How do you see the landscape of paid media evolving in the next few years?

The digital marketing landscape has evolved rapidly, and while we once had access to abundant data, privacy regulations are changing that. This shift means we’ll need to get more creative with paid media.

We can’t rely on past tactics. Instead, we’ll need to return to Marketing 101—focusing on building genuine relationships through great content and storytelling rather than just targeting algorithms. This shift is exciting because it will push brands to be more authentic and creative. Those who connect meaningfully with their audiences will stand out as data access becomes more limited.

What trends or technologies will significantly impact social media management and digital strategy?

AI will undoubtedly have a massive impact. Tools like ChatGPT and other AI-powered marketing solutions are just the tip of the iceberg. I’m constantly researching new technologies that can enhance our efforts, like ManyChat’s AI-driven customer conversations.

AI has the potential to change how we approach digital strategy and social media management, allowing us to focus more on creativity while improving our ability to measure and track top-of-funnel channels against sales. This capability has been challenging to quantify, but AI could provide clearer insights and metrics.

As a Digital Marketing Educator, what are the most important skills for aspiring digital marketers?

Two skills stand out for me:

1. Critical Thinking: The ability to ask why is crucial. You should never accept data at face value. Be curious and investigate why something worked or didn’t. This critical thinking is valuable and not as common as it should be.

2. Understanding Your Customers: Marketing is about getting inside your customers’ heads and understanding their needs, challenges, and motivations. It’s essential to delve deeper than surface-level demographics to grasp what truly matters to them. The best marketers blend empathy with strategy, truly listening to their audience.

How has teaching and mentoring students influenced your own approach to digital marketing?

Teaching and mentoring have significantly shaped my approach to digital marketing. I’ve learned just as much from my students as they have from me, as they constantly introduce new ideas and perspectives that fuel my creativity. A key takeaway has been the importance of simplifying complex concepts. Teaching requires breaking down jargon into digestible pieces, which I now apply to my work. This shift allows me to view marketing as manageable components rather than an overwhelming puzzle.

Additionally, teaching has improved my communication skills. By explaining strategies clearly in the classroom, I can now translate complex concepts into everyday language for my clients, fostering smoother collaboration.

How do you maintain a balance between your work at The Social Lab and your teaching roles, and what strategies do you use to stay motivated and inspired?

I maintain a balanced split between my work at The Social Lab and teaching. Being active in digital marketing enhances my teaching credibility. However, teaching is demanding, so I ensure to create quiet time for focused work. I’ve learned to set boundaries, such as blocking out days for teaching without immediately diving into client work afterwards. This approach helps me stay energized and prevents burnout.

To stay motivated, I embrace variety. The fresh energy and perspectives from my students inspire my client work, while hands-on client experiences enrich my teaching. I also prioritize downtime, avoiding weekend work and making time for activities that recharge me, such as walks with my dog or coffee catch-ups with friends.

Looking back at your career so far, what are you most proud of, and what would you do differently if given the chance?

What a big question! One of my proudest moments was raising investment for Leasy, the proptech startup I co-founded. As young female founders facing numerous challenges, successfully presenting our product at TechCrunch in San Francisco was a remarkable achievement.

If I could change one thing, it would be to be more selective about the clients I worked with early on. I often said yes despite clear red flags, and hindsight shows that trusting my instincts would have led to better opportunities. I would advise my past self to prioritize the right fit from the start.

Jordan is the owner of The Social Lab. Visit their website at https://thesociallab.co.

You can also follow Jordan Lomax on Linkedin for Insights and articles.

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