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24 August 2023  •  James Bartold

Industry Profile: James Bartold

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Via Adnews: Our Industry Profile takes a look at some of the professionals working across the advertising, adtech, marketing and media sector in Australia. It aims to shed light on the varying roles and companies across the buzzing industry.

James Bartold:Head of Strategic Partnerships at Bastion Experience

Time in current role/time at the company:

One year and 10 months.

How would you describe what the company does?

We are integrated full service marketing and communications agency who helps our clients solve problems. In non-marketing lingo, we’re like the Power Rangers, with every different part of Bastion bringing its own superpower to the business. Our experience superpower is commercial strategy, sponsorships and bringing experiences to life.

What do you do day-to-day?

Work closely with my strategy and partnership team, and the wider Bastion business, to provide value for our clients – and spend a lot of time on the phone and online keeping up to date with what’s happening in the world of sports and entertainment.

Define your job in one word:


I got into marketing because:

I like the ability of marketing to make people feel something.

What’s the biggest challenge you face in your role?

Time. I am not the best at saying no, and with finite time to help come up with solutions we are always facing the challenge of chasing our tail.

What’s the biggest industry-wide challenge you’d like to see tackled?

Finding the sweet spot between creativity and analytics. Not letting data stifle creative thinking and not letting creative not being supported by data.

Notable campaigns you have worked on:

  • Heritage Bank – Stadium Naming Rights
  • Crown – Taylor Swift Presenting Rights
  • SIXT – Multiple Partnerships
  • Audi – The Australian Ballet
  • Property Holder strategies including NFL, AFL, NBL.

Who has been a great mentor to you and why?

I’ve been lucky enough to have some great people influence me whether they be bosses, colleagues, peers, or friends. One that stands out is Ray Kloss (Cisco) who I was lucky enough to connect with via the Marketing Academy. His perspective on life challenged my ways of thinking and made me feel out of my comfort zone, which I think everyone needs at some point in their life.

Words of advice for someone wanting a job like yours?

Be a sponge. The more you can learn, the more insight you can provide.

If I wasn't doing this for a living, I'd be:

A stay at home dad or a touring musician.. I realise they are polar opposite sides of the fence.

My mantra is:

You’re only as good as the people you surround yourself with.

My favourite advert is:

NMRA – Long Way. I love what Brent Smart and his team did with this brand and how it captured the emotion and storytelling of Australian life.

Music and TV streaming habits. What do you subscribe to?

Too many. I love films and TV with Apple and SBS On Demand being the top two due to my wife and I’s love for British cop and spy shows.

Tell us one thing people at work don’t know about you?

I spent the last 11 years touring locally and internationally with a band and recorded 4 albums that people seem to enjoy.

In five years' time I'll be:

Trying to decide where I want to be in the next five years’ time… but that’s half the fun.

Interested? Fill in the form and we’ll make sure the right person connects with you.
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