Interview

When and how did you get your start in marketing?

I embarked on my marketing journey after completing my MA degree in ethnology and cultural anthropology. I started by running PR for a local chain of restaurants and eventually found myself working in a full-circle advertising agency. Ah, the glory days of wrestling with newspapers, radio, OOH, and other barely measurable channels!

What brings you joy in your role?

For me, joy lies in the diversity of tasks. I thrive in marketing operations due to its range of activities. I categorize it into four main segments:

• Operational: involving tasks, deadlines, and quality assurance.
• Analytical:  what are the actual insights from this AB test?
• Inspirational:  researching competitors and staying up-to-date with
  current trends.
• People aspect:  forming a united team with shared goals.

What challenges was your team experiencing before Iterable? How has Iterable helped address these challenges?

There were four main challenges that we could hardly solve with the previous solution. Firstly, maintaining two separate identities (B2C and B2B) under one umbrella. Secondly, segmenting data and personalizing content easily. Next, integrating ESP with other MarTech solutions without disrupting other teams’ workflows. And that leads me to the last challenge – establishing a single source of truth.

Iterable made it very easy to navigate projects and copy templates across brands. The tool guaranteed a straightforward process of segmentation by building audiences and updating persona profiles through journeys.

What led you to choose Iterable over others in the market?

Iterable is suitable for non-tech-savvy individuals and grants small teams with freedom to be independent from the R&D department. With the abundant support that the platform offers it’s impossible not to become proficient! The Iterable Academy is a treasure trove of knowledge.

As a consumer, what brings you joy from a brand’s outreach/communication?

I always smile when I receive personalized content that goes beyond my purchase history. Another aspect that I appreciate is the ability to choose the language in which I would like to communicate, regardless of my IP address and country.

How do you stay up–to–date with the latest trends and developments in marketing?

LinkedIn is my go-to platform! Whether it’s updates from Google or a new AI tool, I have a great community of professionals who share their perspectives on any changes.

Additionally, there are niche communities and Slack channels that not only discuss trends but also promote webinars and sessions dedicated to the latest developments.

If you weren’t a marketer, what would you be?

I’d be an architecture tour guide making buildings a part of everyone’s everyday beauty.

If you came with a warning label, what would it say?

Vivid evidence that email is far from dead.