Emi Cross is a Marketer of the Future finalist in the YouTube NZ Marketing Awards 2026.
The winner will be announced on September 2.
Name: Emi Cross
Job title: Digital performance specialist, Maverick Tourism Marketing
Tell us about your career so far – how did you end up in the marketing industry?
Getting into marketing actually came as a bit of a surprise to me!
I was studying psychology at university and hadn’t taken any specific marketing papers, but I ended up discovering marketing through an industry I was already passionate about: tourism.
When I saw a performance marketing role at a digital marketing agency specialising in tourism, I thought it was the perfect opportunity to combine my love of travel with the skills I’d developed in psychology, particularly my understanding of people, behaviour and the factors that influence their decisions. So, I thought I’d give it a go, and I’m so glad I did!
Since then, it’s been such a fast-paced and exciting industry to be part of. I was thrown into the deep end pretty quickly, but I’ve really enjoyed the challenge and how much there is to learn.
I’ve had the opportunity to work across and lead paid media campaigns and strategy for some incredible tourism brands throughout Australasia, while constantly learning, testing and adapting along the way. I’ve found the perfect blend of two things I love: marketing and tourism, and I wouldn’t have it any other way!
What does it mean to you to be a finalist for Marketer of the Future at the YouTube NZ Marketing Awards 2026?
Being named a finalist for Marketer of the Future is incredibly special to me, especially as someone who came into marketing without a traditional marketing background. I never expected to find myself in this industry, let alone be recognised for it so early in my career.
A big part of that is down to the people around me. I’ve had some amazing mentors and a really supportive team who have pushed me to learn, take on new challenges and back myself.
I think it’s also a nice reminder that you don’t necessarily have to follow a traditional path to find something you’re good at and genuinely love. For me, it’s made me even more excited to keep learning, pushing myself and seeing where marketing takes me next.
What do you love the most about working in marketing?
What I love most about marketing is how ever-changing and versatile it is. Especially in performance marketing, there’s always a new platform update, trend or AI development to keep up with, so I’m constantly learning and adapting. It genuinely means no two days are the same.
I really enjoy that I get to work across so many different areas. Performance marketing is obviously very data and analytics driven, but being able to take those insights and turn them into a strategy, then think creatively about what will make someone stop scrolling, is where I find it really exciting.
I can work across data, creative, strategy and user experience, and everything feeds into one another. Being able to have that mix rather than being confined to one area is something I’ve really enjoyed about my role.
For me, marketing also goes so much deeper than just creating sales or conversions. Especially in tourism, we’re marketing experiences rather than just products, and I really enjoy being able to play a part in the whole journey someone has with a brand, from discovering an experience to ultimately going out and enjoying it.
What are you looking forward to?
I’m really looking forward to seeing how far I can take my career.
I want to keep pushing myself, taking on bigger challenges and opportunities and learning from the people around me. I’ve come a long way in a relatively short time, so I’m excited to see what the next chapter looks like.
I’m also really interested in seeing where the marketing industry goes, especially with how quickly AI and digital platforms are evolving. I don’t know exactly what the next few years will look like, but that’s part of what excites me.
I’m looking forward to continuing to learn, trying new things and seeing where it takes me, and hopefully making my mark along the way.
