Introducing Pete Budworth

Kristina Gerdov • May 17, 2024

We are thrilled to introduce Pete Budworth, our newest Senior Talent Consultant, leading the charge on all things Digital. I took the opportunity to sit down with Pete this week and got to know him a little better.


Join me, as we chat about all things digital marketing, recruitment - those combined and Pete’s proudest moments to date!

In a nutshell, tell us about your career journey to date.

My career journey so far has been quite the trip! Starting out with a Marketing degree from Leeds University in the UK, then kicking things off with a ‘real life’ job in health and fitness before diving into e-commerce within the sport fashion industry.

 

Fast forward to 30, I hopped on a plane to Australia, chasing adventure and sunshine. Landing in Sydney in 2016, inspired by the sea air, and a cocktail of experience with recruitment - having had an amazing recruiter myself, combined with my previous experience of building out winning marketing teams -  I dove head first into a new life and career as a specialist digital & marketing recruiter.

 

8 years on and I’ve found not just professional success, but also some incredible friendships, fiancé and soon-to-be parenthood!

 


Why Digital Marketing? What drew you to the industry and what did you like about it?

Haha not exacty the most deep and inspired answer here, but my curiosity and interest with marketing actually started after watching "What Women Want." The life of an advertising executive; understanding and influencing people in creative and innovative ways really lit me up! Despite the fact my entire perception of the ad and marketing world was from TV and film, I ditched my psychology degree after just one year, feeling fired up and ready to dive into marketing and maybe becoming the next Don Draper (well, a version of him, at least).

 

My ‘big break’ in marketing came as a Marketing Assistant in the health and fitness industry right after university, where funny enough, I ended up in charge of our digital arm because I was the youngest and by definition the most tech-savvy.

 

Then came the digital explosion, and I found myself smack bang in the middle of it, transitioning from health and fitness to sports fashion retail. For six years, I was knee-deep in cutting-edge digital projects with some of the biggest brands out there.

 

What intrigued me about digital marketing, and still does to this day, is the people, the projects, and the stories. The industry's always changing, and that's what keeps me hooked. The creativity, the innovation, and the tech— it doesn’t sit still, which I can also relate too! At the heart of it all though, what I love the most is the drive to make a difference in people's lives, to inspire them, to serve them better. Sounds a bit dramatic, I know, but it’s the truth!

 

 

You’ve spent over 5 years in recruitment specialising in digital, product, and marketing roles. What have you seen as the biggest changes in skills requirements over this time? Any advice to candidates on how to stay up to date with these trends?

Its always changing and evolving!! Over the years, I've noticed a significant shift towards creative marketers with a strong grasp of data and an analytical mindset. And from a soft skill perspective, much like the rest of the tech market, a consistent call for candidates who are both adaptable and resilient given the rate of change; from ways of working to the utilisation of emerging tech. What truly withstands the test of time though is the art of connecting with people and telling compelling, authentic stories. Companies and candidates who master this skill not only thrive but also set themselves apart in a crowded market.

 

The speed of change can make keeping up a challenge, but it's essential. My advice? Stay curious and stay connected. Dive into industry blogs, attend webinars, and never underestimate the power of networking. And of course don't forget about upskilling - whether it's through courses, workshops, or even just experimenting on your own. Stay agile!

 

“Be like water making its way through cracks…” – Bruce Lee (one of my favourite quotes)

 


What inspired your transition from digital marketing to recruitment? What aspects of your early career help contribute to your recruitment career?

Great question! It might not seem like an obvious leap, but there are definitely some parallels between the two worlds that have served me well. First off, I had an incredible recruiter during my marketing days who really showed me the ropes of what it means to be a top-shelf consultant. She was all about understanding the person behind the resume, being empathetic, and was incredibly smart. That experience left a mark on me.


Secondly, as a Digital Marketing Manager, I had the chance to build out teams and be involved in the hiring process. I found myself drawn to the people side of things more and more. So when I moved to Sydney at 30, I thought, why not give recruitment a shot? And turns out, it was the right move!

 


Outside of your professional life, what are some hobbies or interests that you're passionate about?

Well, health and wellbeing have always been a big thing for me. I'm actually a qualified Personal Trainer, so helping humans live their best lives, both mentally and physically, is a real passion of mine. I’m all about combining health, fitness, and adventure whenever I can!


I’m also mad into running, swimming, reading, music, hiking - you name it. And of course, a die-hard fan of Everton Football Club. But above all, spending time with friends, family and my partner and our three cats tops the list, especially since moving away from the UK.

 


What has been your proudest moment to date, both professionally and personally?

That's an easy one. Personally, finding out I'm going to be a dad - that's the ultimate joy, only topped I’m sure when the little one lands Aug 2024. And professionally, it's a tie between successfully making the leap from marketing to recruitment and qualifying as a PT while juggling two jobs. Both moments filled me with equal amounts of pride.

 


What are you looking forward to most about joining the iknowho team?

Building out the digital practice is definitely at the top of my list. I'm excited to add to our already market-leading product and service offerings. Plus, there's the opportunity for personal growth and development in an area that truly inspires me. Not forgetting about reconnecting with the digital marketing community - I'm eager to give back and contribute to making it an even more awesome and fun space to work in!


So, if you haven’t already, connect with me on LinkedIn, follow the team and I on the iknowho page and if you ever want to chat – I'm ready to go!


--


We are so excited to see what lies ahead Pete, we know you are going to be great and thank you for sharing all of that with us. If you're looking for your next role in the digital space or the perfect candidate to fill the gap in your team get in touch with Pete today.


By Riza Karis March 26, 2025
I recently had the pleasure of attending the B&T 30 Under 30 awards and had the chance to meet some incredibly talented rising stars in the industry. One standout was Aoife Lehane, a candidate we’ve had the privilege of working with, who was nominated and shortlisted in the Account Management category. Honestly, I wasn’t surprised at all—anyone who meets Aoife can immediately see how ambitious, creatively driven, and sharp she is. Here’s a look at her B&T 30 Under 30 experience and a glimpse into her impressive career: From starting your career in Dublin, to moving to Sydney and landing a fantastic role through iknowho at one of Australia’s top agencies, you’ve had an amazing career to date. Can you tell us a little more about your background? I have learned from some extremely talented people throughout my career to date and count myself very lucky to have had been afforded some amazing opportunities. I started my career at a boutique indie agency in Ireland where I got invaluable hands-on experience running my own accounts and pitching for new business quite early on. From here, I made the move to Droga5 in Dublin working on some of the agency’s largest clients. Whilst at Droga5, I went through a career crossroads moment where I was debating becoming a planner and actually spent 6 months working in the strategy department which I absolutely loved. This stint in strategy taught me invaluable skills that I use in my role everyday. Ultimately, I decided to stay in account management (if you hadn’t guessed!) as I couldn’t shake the curiosity of seeing the whole process come to life and the ability to really influence the work in all phases, beyond just what I touched in strat. It sounds cliché but I’m also a real people person and I thrive off building relationships. In my opinion, account management are the real beating heart of an agency, and I thrive in that role and the exposure it gives you to all areas of the business. When I decided that I was moving to Sydney I reached out to Riza at iknowho whilst still in Ireland. Not knowing the Australian market was extremely daunting but her knowledge and experience put me completely at ease. She really understood me, my ambitions and the type of agency I wanted to work in for the next chapter in my career and I couldn’t be happier with how it worked out. The calibre of talent in the mix was extremely high this year. How did it feel to be a finalist at this years’ B&T 30 under 30? And what inspired you to participate? I feel so incredibly grateful to have been up there with some amazing individuals who have achieved so much in their careers already. Personally, it was such a lovely moment to be recognised amongst such a talented group of people who have come from different backgrounds and corners of the globe. Having diversity in career paths and experience is so important for our industry to bring fresh perspectives and thinking – it only benefits the work, the people who make it and the people who see it. It was actually this time last year, seeing the finalists and the stories from past winners that inspired me to enter - I turn 30 this year so I figured if not now, when! What did you learn throughout the process of applying and what advice would you give to others looking to participate next year? Also, how did your agency help to support you in the process? I really enjoyed the process of applying and the moment of reflection it gave me on my career to date. So often I’m looking ahead to the next thing and don’t take the time to reflect on what I have achieved already. As someone who can be very hard on themselves, it was a really eye-opening and rewarding process to take part in. The 3 pieces of advice I would give to others looking to participate next year would be: 1: Think about the narrative you want to land from the start and how you weave that narrative through your response to the questions and constantly re-enforcing your point. 2: For me, it helped to get everything down on paper and then treat it as a bit of a creative review to condense and tighten (my first draft was 9 minutes long!) 3: Lean on those around you for their advice and point of view, you can get stuck in your own head when it comes to the submission, so it’s good to have those around you to offer that fresh perspective. I work with some very talented people who were extremely generous with their time not only offering me their advice and feedback but also their videography and editing skills to give my submission that final polish – it takes a village! There is no doubt that being a finalist helps elevate your profile, what other benefits do you see from being shortlisted and are there any other awards in your sights for the future? Not being from here it can be a little bit harder to “break into the industry” and make a name for yourself, as an expat I have found it hugely beneficial in that respect. Even this opportunity from the team at iknowho to do this profile piece has been really valuable and a great privilege that I don’t take for granted. In terms of personal awards, there’s nothing specific that I have my sights set on in the immediate, but I am open to whatever opportunities come my way. Forbes 30U30 would be a good one but I would want to get busy! What’s next for you, where do you see yourself in five years? Anyone who knows me has heard me say I want to be on that stage in Cannes.. so hopefully that will have happened. With the world we’re living in right now and the constant conversation around the value of creativity (which I believe is not only monetary, but also the value it provides to society) I’m driven by the opportunity to create something that people really connect with and makes a lasting impression in the world.. whether that’s as simple as just making people smile or changing societal behaviour for good - the pursuit of that is what drives me. I’m energised by working with likeminded people who share my ambition but not always a similar point of view. I love the process of sharing those different points of views and different ways of thinking and what brings to fruition. That to me is what makes the industry we work in so interesting and one I love being a part of. Ultimately, I would love to be in a leadership role in an agency where I have the ability to make a real impact and influence the direction for the future of the industry. -- Thank you so much, Aoife, for sharing your journey, insights, and advice. Your passion and drive are truly inspiring, and we have no doubt you’ll continue to make waves in the industry. We can’t wait to see what’s next for you! If you're looking for your next role within the junior-mid levels across agency or the perfect candidate to add to your team get in touch with Riza today!
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