Guest Blog - Women in Data & Technology: Vivian Rufo, Kayo Sports

Jonty Plewes
July 15, 20195 mins read

Vivian is the Acquisition Engagement Insights Analyst at Kayo Sports.

Vivian has over 20+ years of data insights and analytics experience within a diverse set of industries ranging from airline/loyalty, not-for-profit organisations, mailing house service bureau (FMCG, hotels, insurance, travel), digital agency (utility, retail, media, pharmaceutical), ticketing company, financial institution, telecommunications and consulting services industry. 



What do you attribute your success to? 

  • Being adaptable to different working environments is something I have done all throughout my career. I have worked in a few different industries, I was required to be nimble enough from changing and learning from the job changes I have went through over the years. Working in a different industry may also mean a different work culture from what I got accustomed to in the previous company.  Having done this for many years, you tend to adapt quicker to change that may happen and helped me a lot in my career.
  • Personal integrity is something that I hold onto since day 1. I started my career within the data space in the supplier/professional services industry and there is a structure of fairness and integrity I have learnt from my then manager and CEO on how we serviced our Clients. Integrity covers a wide range in one’s day to day, whether professionally and personally.  Working within the data and analytics space there is a lot of this attribute that you can apply in the daily grind of activities. I crunch data and see customer behaviour, patterns and trends – I report what I see (good or bad results) and being transparent within this space is one good example.
  • Common logic sense is good to have in this type of work and  I was lucky enough to have managers that put trusts in me that I can do the job.  Especially when you are in that early stages of your career, use common sense and ask questions – lots of them until you understand what requires to be done.
  • Having that mentality that the customer is in the centre of everything. Through my CBA and Telstra stints, I was both working in the company when the CEOs then had an initiative to make the company be more customer centric.  

Career defining moments?

The tenure I had at Telstra gave me a number of opportunities to get to know the telco industry.  And I stayed the longest in this company.  Due to its longevity, there is a lot of legacy systems and process that needed to be put into a transition phase and to be part of that change process gave me experiences that I wouldn’t have the opportunity to get from another company. 

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Advice to other females? 

  1. I have touched on some advice before but one thing that comes to mind is find a Mentor. Mentors tend to also be more senior so you can learn from their previous work experiences.  Should one stick to a female mentor as well, I don’t think so.  I’ve had male mentors and there is not much difference. Both genders can give you different perspective.
  2. Continually learn, whether a course on sale in Udemy or Coursera or a Masters studies – it will only make you better at your job.
  3. Collaborate with your peers.  It is amazing how much you learn from each other and so as networking.  Attend data summits: SAS, Teradata, Adobe, Tableau or Qualtrics to name a few.  Some are free to attend.  It is a good way to know what the other industry is working on that you can apply in your own workplace.
  4. Don’t get hang up on job titles at the end of the day it is your brand and reputation (which quality of work is included) that will make you flourish and shine.

What attracted you to your current organisation? 

I joined Kayo one month after launching it to the public. The industry it is in was the initial attraction to it then the product offering. And then they mentioned all the tools I will be using, mainly Adobe stack which I had not been exposed much at all in my career so I am grateful getting offered a role within the company. We are a start-up and work in an agile environment and is something I had been doing during my Telstra days. This company is full of diversely smart and talented people and to be a part of that makes me feel good to come to work each day. We do know how to make each day fun and there is respect for each other that is quite evident as the culture in this place is by far the best in comparison to other corporate companies I’ve worked for. Working with people with the same passion as yourself makes a difference to the end goal and it shows with the results we have to date. 

If you started your career again now, what would you do differently?

Should have got the formal training which I am currently doing now. It gave me more motivation to learn new skills. 

What is the one big decision in your career that you would change if you could do it again?

At one stage in my career, complacency in the role I was doing was there for a period of time because of the way the company was heading into a massive restructure change. If I could go back during that time I would have done it differently and should have found other opportunities sooner internally. Not getting challenged in your role could be taxing within as I strongly think if the job is not challenging you then you stop developing within – so I make sure I will not get into that state again.

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Jonty Plewes's picture
Associate Director | Transformation & Technology


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