Digital Marketer: Riria [Ree] Taukamo
Riria Taukamo. Kia ora 👋🏽 Riria, commonly known as Ree, has had the privilege of working alongside some influential publishers, brands and agencies in both Australia and New Zealand. Ree has a knack for uncovering possibilities in data, loves a good Excel spreadsheet, and always takes a down-to-earth approach when shaping and implementing digital strategies.
Can you tell us a little about yourself and how you got started in digital marketing?
I kicked off my advertising career in print, processing and loading classified ads in New Zealand. This was well before Facebook Marketplace or Gumtree existed, and at 19, I quickly got a crash course in spotting false advertising. After that, I moved to Brisbane and delved into real estate advertising with Newscorp. From there, I transitioned to working with some of the trendiest and coolest digital publishers around.
What inspired you to start Comradery, and what is the mission behind your company?
I’ve worked with some of the biggest names in media, gaining amazing job titles, experiences, and relationships with great brands. Throughout my career, I’ve noticed that brands and marketing managers often struggle with the ever-changing landscape of digital advertising. It doesn’t have to be complicated. With the right digital team in your corner, you get savvy comrades who can share insights and help you navigate the fast evolution of every social and marketing platform. Cue Comradery Collective—a digital marketing agency in Brisbane that does just that; Empowers marketing professionals and brands on their performance journey. Plus, I get the flexibility of being an unpaid chauffeur for my son Kemara while building the next generation of digital marketing talent.
Can you explain what Comradery focuses on and how it helps businesses?
We stand with fellow elite marketers to take them from where they are to where they need to be. We offer expert digital, creative, and consulting services, including paid social, paid and organic search, content creation, social media management, and digital strategy. We’re comrades helping our clients achieve digital marketing success by adding valuable seats and perspectives to the table.
What does a typical day look like for you as a digital marketing specialist?
Everything and anything! Today, I made 6 reels, proofed 3 content plans, spent 2 hours training our newest social media coordinator, paid some invoices, reviewed video edits from a recent shoot, got into an email battle with TikTok's help centre and then popped down to our local junior rugby club to capture their Little Dragons programme. No day is the same, which is probably why I love it so much.
Why do you think digital marketing is such an important skill for young people to learn today?
Digital marketing is, and will continue to be, the way of the future. Social media is ingrained in our culture, with new updates and platforms constantly emerging. The industry offers a great pathway for newcomers to build a fruitful career in something they are genuinely interested in and that comes naturally to them. I look at my son, and he is already creating better content than I am—it excites me to see the potential and creativity in the next generation. I’m also grateful that there is no ‘one-size-fits-all’ in digital. Digital will always offer a place for innovation, and the next gen of marketers will keep propelling it forward.
Could you share a story about a project or campaign you’re particularly proud of?
There are many memorable projects, but our recent campaign for Matariki, the Māori New Year in New Zealand, stands out. I’m passionate about advocating for indigenous cultures, so celebrating my own from afar across YouTube, META, and TikTok made it especially meaningful. We also have a Comrades Program where we use our digital expertise to support purpose-driven brands at no cost. My team loves giving back, and this year we’ve launched a children’s illustration book and a brand campaign for Sunnybank Rugby Union Club, with more exciting projects set to commence soon.
What are some essential tools or platforms you use in your day-to-day work that aspiring marketers should familiarise themselves with?
🎨 Canva: The heart of our content creation, perfect for resizing images, templates, and digital assets. You don’t need to be a top-notch designer—it’s a self-taught platform for crafting stunning DIY creatives.
🎞 CapCut: Our sanity-saver for creating reels, and a must-have for every aspiring marketer. Pro tip: CapCut on desktop is a game changer!
What qualities or skills do you think are important for someone interested in pursuing a career in digital marketing?
Being open-minded, curious, and resilient are key traits. Not everything will land in digital marketing, but there’s always room for trial and error. It’s one of the few industries where ‘fear of failure’ isn’t a big deal—you get the chance to ‘delete’ and try again. Just be sure to take notes on what worked and what didn’t to refine your approach.
How do you stay updated with the latest trends and changes in the digital marketing world?
e-Newsletters are always great for insights. Beyond that, I spend a lot of time scrolling through Instagram, TikTok, and Facebook, and doing plenty of Google searches. There’s no shortage of information out there, so find the people and accounts that resonate with you and absorb as much as you can.
What advice would you give a teenager who is interested in starting their own business or a career in digital marketing?
Next time you’re on social media, pay attention to your favourite content creators and analyse how and why they’re so popular. You’ll begin to notice patterns in their content creation and execution. Digital marketing isn’t a fluke! Whether it’s your favourite YouTuber or TikToker, they’re constantly refining their methods and experimenting with new strategies to boost engagement, views, and followers. Start a journal of what you observe, and over time, you’ll build a valuable bank of ideas, inspiration, and proven methods to support your future digital marketing endeavours.
How do you balance creativity with the analytical side of digital marketing?
I’m a natural data nerd, and it’s not uncommon to find me diving into a rabbit hole of crunching numbers. Our agency is fortunate to blend performance marketing with content creation. While I don’t always enjoy photoshoots, I’m lucky to have a team that excels in that area and teaches me cool new hacks every day. So, my advice is to find a mentor or someone who can introduce you to new and creative ways of thinking.
Franc’s Fast Five
Texting or Talking?
Talking
Best Book You’ve Read?
Legacy: What the All Blacks Can Teach Us about the Business of Life
Spirit Animal?
Goat. Not those funny looking mountain ones. The cute billy goats that prance around.
First thing you do each day?
Saying good morning to my partner, son and the cat.
Go-to Snack?
Snickers Bar.