Your Title: Group performance marketing director
Your Last Job: Digital media director, LaneTerralever
#1. We’re audience-obsessed. What’s your obsession?
People are my passion! I love to make new relationships and learn about others’ experiences. (Let’s have a drink and talk about things.)
On the job, I strive to leverage data intelligence to make strategic decisions that can drive performance marketing objectives in an omnichannel environment. It’s an ultimate win when you can find out how one social post can affect the conversion rates of a search engine marketing campaign or prove that seeing a billboard on your commute home improves the engagement metrics of a tweet.
We live in a world where we’re constantly bombarded by multidevice, multimedia, multitouch advertising campaigns. Finding the right mix is a challenge—but very satisfying when it works properly.
#2. What inspires you creatively?
Web and UX design trends! I really enjoy the iterative process of improving user experiences on websites, especially during a conversion rate optimization process.
Having freelanced in web development in the past, I can appreciate just how important it is to deliver insights-driven suggestions that help users better navigate a site and digest its content. Plus, I enjoy seeing the evolution of mobile-first design and where “standard” web design practices are moving.
“Innovation is about establishing an environment that promotes and encourages iterative change.”
#3. What is your vision of the ideal team?
Here’s the truth: Many of us spend just as much time with our co-workers as we do with our family and friends. We spend a lot of time together. So, my vision of the ideal team is one where we all genuinely care about each other and look after each other.
We’re able to balance fun and productivity; collaboration inspires creativity. We all grow because of the strong relationships we build in the workplace with diverse groups of individuals.
The ideal team is exposed to, and learns from, everyone’s experiences and opinions, and works together to create truly inspired work.
#4. How do you define innovation?
Innovation isn’t always earth-shattering. In fact, it’s usually an iterative process that’s as much about micro-improvements as it is about disrupting an entire industry.
Amazon did not dominate e-commerce overnight by launching a bookstore. It took years and years of gathering customer insights and data and making small adjustments that drove new users to continually engage with the brand.
For me, innovation is about establishing an environment that promotes and encourages iterative change. Agile methodology is iterative—small changes made continually to improve the outcome of a product as a whole.
#5. What’s the best way to start a conversation?
My favorite icebreaker is to ask folks two questions: First, if money was no object and you had no personal constraints, where in the world would you choose to live and why? Second, where would you never choose to live, no matter how much money someone offered to pay you?
It’s always interesting to note how people choose to answer the two questions.
Some are very adamant about a place they would never live, while others know instinctively where they would go in a heartbeat.
For me, I’d choose to live in Tokyo. It’s a massive city full of vibrant culture, great food, amazing history and nice people. Also, it’s safe, clean and organized.
Conversely, I would avoid Los Angeles like the plague. The traffic alone is enough to keep me far, far away.