It Takes A Team

5 min read

Welcome to TDNAusNZ’s ‘It Takes A Team’, brought to you in conjunction with Thoroughbred Industry Careers. Here we highlight and celebrate some of the heroes of our industry. The strappers, riders, stud-workers and people behind the scenes of our champions. The people who are up late into the night foaling or up at the crack of dawn to trackwork, working tirelessly to keep the industry running.

Today we speak to the brains behind Waikato Stud's marketing operation. Those who have been at Karaka this past week will have seen firsthand Jasmine Robertson's work. Waikato Stud is well-known for exceptional hospitality and marketing campaigns. Jasmine took some time out from her busy week to talk us through her career so far.

Jasmine Robertson - Marketing Manager

TDN: Can you tell us a bit about yourself, how did you get started in the industry?

Jasmine: I have been obsessed with horses since I can remember. As soon as I could talk all I did was pester my parents for a horse and they finally gave in and bought me a retired thoroughbred called Wind Dancer for my eighth birthday.

I have been fortunate enough to have some amazing mentors over the years and am very lucky to have incredibly supportive parents who, although had a pretty hectic schedule, took me to horse shows around the country most weekends and their encouragement to do what I love has played a big part in my career choices.

Jasmine Robertson

It wasn’t until I was about 18 or 19 that my love for the racing industry was ignited; I was studying a Bachelor of Equine Science at Massey University in Palmerston North when I took on a part-time job at Wellfield Lodge. Dids (Peter Didham) gave me so many great opportunities and taught me a lot over the four years I was with Wellfield. I spent time foaling, did several yearling preps and worked with breakers while I was there. I also gained valuable experience working on studs in Australia and did the sales circuit in-between university which was a great experience.

After graduating, I spent time in Europe and a couple of years in Sydney working for Inglis which is where my love for marketing really blossomed. I moved back to New Zealand in 2015 and pursued a role in Business Development before moving into my current role which solely focuses on my passion, marketing.

Waikato Stud's Libby Olsen and Jasmine Robertson hard at work at Karaka

TDN: You’ve spent quite a bit of time working overseas, is it good to be back in NZ?

Jasmine: I really cherish the time I spent working abroad, and the experience I gained set a great foundation for my current role but New Zealand truly is home for me so yes, it’s great to be back!

I have been with Waikato Stud for nearly 18 months now.

TDN: How long does it take to prepare all of the hospitality and marketing for the Karaka yearling sales?

Jasmine: I develop my yearling marketing plan in July once I have finished setting all of the components of the stallion marketing campaign and make tweaks as we progress towards Karaka. It's a massive job which involves a variation of media types so there is a bit to juggle, but it's so worth it when we get to Karaka and everything falls into place.

It's a huge project in itself to get everything just right on the hospitality side of things. It’s all in the detail and Pippa (Chittick) and I spend hours going over things you wouldn’t even think about like – what kind of forks we will use at O’Reilly’s? What kind of napkins…?

TDN: What’s your favourite part about your role?

Jasmine: There are so many good parts of my job. The part I enjoy the most would have to be creating campaigns. I love challenging myself to think outside of the square to craft something bespoke that hasn’t been done before. I love storytelling through my work and it's incredibly satisfying to see people enjoying and engaging with our content.

TDN: And what’s the toughest aspect?

Jasmine: Sometimes it can be challenging when you're working with horses to persevere and get 'the shot' to make what ever you're doing (whether it be a photo or video) perfect.

TDN: What’s your favourite time of year on the farm?

Jasmine: A real favourite time of the year is when I get out and about to do foal photos. When I think about it, I am truly happy when I am out in the fresh air getting photos of beautiful new foals with the Kaimais as my backdrop – it’s heaven on earth!

Jasmine in her happy place

TDN: What do you like to do with your spare time away from the farm?

Jasmine: If I’m being honest, my life is pretty jam-packed with horses. When I can, I love going to the races to support my partner Robert who trains in Cambridge and I also enjoy spending time at the stable with him getting to know the horses he trains. My love of horses has taken me down this career path and I love getting my horse fix even if it’s taking horses off the walker and filling their waters up.

TDN: Do you have any advice for anyone looking to undertake a career path in marketing in the thoroughbred industry?

Jasmine: Work hard, seek inspiration everywhere you go, take initiative, be flexible and don’t sweat the small stuff!