In 2013, Hayley White took what she thought would be a short-term content writing role at Bonfire. She had just returned to Australia after two years in London and wasn’t planning to stay long. But sometimes, the best career moves aren’t the ones we plan—they’re the ones we grow into.
Eleven years later, Hayley is an Account Director, leading teams and driving digital marketing success. Her story is about recognising opportunities, embracing change, and finding purpose in places she never expected.
Returning to Australia after two years in London, Hayley was searching for her next move. A cousin, Bonfire’s Head of Media Strategy, mentioned they needed help with content writing, so she applied for the role.
“I just never left,” Hayley recalls. What started as a temporary position quickly evolved into a thriving career. She soon transitioned from SEO content writing into account management, and that’s where she found her true passion.
Now, as an Account Director, Hayley manages a team of account executives and managers. Her job is to ensure the team has the support they need, while Hayley also oversees her own client accounts.
One achievement Hayley is particularly proud of is helping clients navigate programmatic marketing for the first time. She’s developed a knack for explaining the strategic value of programmatic and for unravelling the technical complexities of the platform.
“I love it when the perfect strategy just comes together, and I get to watch (and help) businesses transform right before my eyes,” she shares.
“I’m not naturally organised,” Hayley admits. “So I rely on structure to keep me focused.”
That structure starts with planning. Every morning, she checks her calendar, Slack, and Asana for reminders and to prioritise tasks. “I review everything first thing as I get into the office, and on Mondays, I take a look at the entire week to make sure I’m across what’s coming up.”
“My husband always offers to make me a coffee at home, but I’d rather enjoy my iced long black properly at my desk than rush and drink it in the car,” she shares. It’s a small ritual that signals the start of a productive day.
Another of Hayley’s daily habits is listening to podcasts on her commute. “Listening to True Crime or Pop Culture podcasts on my way to work sets me up for a good day.”
“Actually, I listen to them all day—while getting ready, walking the dog, driving to and from work.”
Her favourites are I Survived, Murder With My Husband, and Happy Hour with Lucy and Nicky.
“We don’t take work home. If you’re staying back too late, you’ll get a tap on the shoulder,” she says. “Everyone respects that balance, and it makes such a difference.”
Having a supportive workplace helps make it easier to unplug after hours, and with Bonfire’s flexible work hours, maintaining that balance becomes much more manageable.
Hayley once had to evacuate a burning hotel in Las Vegas, an experience she describes as “a fun fact, but also terrifying!”
“Luckily, no one got harmed, so now it’s just a wild story to tell!”
When it comes to digital marketing, her advice is simple: never stop learning.
“There are so many resources available; take advantage of them. Keep researching, testing, and evolving.”
If given the chance, Hayley’s ideal dinner guest would be her grandmother on her father’s side, someone she never had the opportunity to meet.
“She passed away when my dad was just seven. I’d love to ask her about his childhood, growing up in East London, and what life was like post-World War II.”
On a lighter note, she’d also love to have dinner with Molly-Mae Hague and chat about career success, branding, navigating life in the public eye, and, of course, Love Island UK.
With maternity leave approaching, Hayley is excited about this next chapter. When she returns, she hopes to deepen her expertise in programmatic marketing and explore new ways to innovate on client strategy.
Reflecting on her 11-year journey, she’s grateful that what started as a temporary role turned into something far more meaningful.
One thing that has remained the same? It’s a strong, people-first culture. “We’ve grown, we’ve evolved, but we’ve never lost that family feel.”
Hayley’s journey so far has been built on adaptability, driven by a passion for digital marketing, and shaped by meaningful connections. Her advice for those entering the industry: stay curious, keep learning, and always align your work with what matters most to you.
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