Finding the aha moments

NGS’ Chief Experience Officer, Melissa Adam, is the marketing, communications and digital lead for the business. In this pivotal role, she manages a team of 12 to deliver communications to NGS members and employers, ensuring a positive experience at every touchpoint. She is also part of the NGS Executive Committee, joining 8 other business leaders to drive the Fund’s strategy. While Melissa has experience across a range of sectors, she has found her passion in superannuation and in a role where she uses her expertise to help members create comfortable retirements.

Melissa shares her story and her path to becoming the Chief Experience Officer at NGS.

Understanding the why

After completing a BA in Arts, majoring in Journalism, as well as a BA in Business Communications, majoring in Marketing and Public Relations (PR), Melissa recognised that her interest was in human behaviour. 'Marketing and communications are essentially about understanding the motivations of the individual. I always look for the why behind people's choices,' said Melissa. 'I have a strong interest in behavioural economics and behavioural science and using that knowledge to uncover the right solutions for the customer.' After studying, Melissa joined a PR and advertising agency where she worked with various clients but was soon approached to join Telstra, where she was part of the marketing team for seven years. At that time, Melissa hadn’t considered working in superannuation, but when the opportunity came along, she jumped at it. 'Superannuation is something that everyone has, yet it can be complicated to understand. Bridging the gap between superannuation and the individual is something I really care about. It can mean the difference between someone living a comfortable retirement or not.’

The core of the problem

To provide a positive experience for members and employers, Melissa believes it's all about the aha moments. 'Superannuation is a highly legislated industry, which means there can be a lot for people to understand. However, my role, and that of my team, is to distil the most important information. We're always asking: 'What problem are our members trying to solve?' 'What can we share or provide that is going to help that individual save for retirement?' When we connect a member or employer with exactly what they need, that's the aha moment.'

Always say yes

Melissa believes there are two important skills required for anyone wanting to pursue a career in marketing and communications. 'Be curious. Ask questions and get to the bottom of what someone needs. A good communicator listens. Secondly, be proactive and willing. Always say yes. Every opportunity in my career has come out of the unexpected. When I joined an advertising agency at the start of my career, it was to fill in at their reception. Soon after, I was offered a permanent job. When I was at Telstra, they were looking for someone to fly to remote areas to talk to farmers about changes to the phone services. I put my hand up and was then offered a more senior role. I believe the best opportunities come when you are willing to put yourself out there and give things a go.'

When not at work, Melissa enjoys spending time with her three-year-old daughter. She also loves a good true crime podcast or Netflix special. This year, she has two goals she'd like to achieve, including going to Hamilton Island's yacht racing week and finally fulfilling her dream of learning to ride a horse.

Connect with Melissa here.