Head of Marketing
90 Seconds
Rubina Carlson is Head of Marketing at 90 Seconds, leading the global marketing function from Adelaide. She's a Certified Practising Marketer with 15+ years of experience across tech, tourism, and higher education. Rubina is best known as an AI builder. She uses tools like Claude Code and Replit to ship marketing infrastructure most teams are still waiting for.
That includes 90Labs, an AI-powered sales-enablement workspace used daily by 90 Seconds' global field team. She served as a Director of Digital Adelaide from 2015 to 2025 and grew the conference from 40 to 270-plus delegates. She holds a Bachelor of Media in Marketing from the University of Adelaide.
Programme
Past appearances
Head of Marketing, 90 Seconds
Rubina Carlson tackled one of B2B marketing's oldest headaches: the sales-marketing divide. Drawing on her experience across tech, tourism, and agency sectors, she shared practical frameworks for aligning the two functions around shared goals, shared data, and a shared definition of what a good lead actually looks like.
Rubina Carlson walked through how to build digital strategies centred on the customer journey – mapping touchpoints, identifying gaps, and aligning marketing activity to business outcomes.
