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Hi, my name is Annie! I am a lifecycle marketer who’s worked at multiple tech companies in various industries. I got started at Lookout Mobile Security, then moved on to Vivino where I deepened my knowledge in both lifecycle marketing, data integrations and of course, all things wine. I’m currently at Airtable, where I am thinking about how to educate individuals and enterprises about all Airtable can do.
I love working on consumer products and experiences, and don’t hesitate to jump into technical cross-functional work with product and engineering teams, designers, and more. No matter the company or industry I’m in, there’s a lot of common challenges when it comes to creating customer experiences. Because of that, I’m always thinking about how to take advantage of the data we have to create experiences that meet customers right where they are.
Outside of work, I started a side hustle during the pandemic with my best friend Ashlee – it’s called AKASSA and is aimed at supporting small AAPI and women artists, predominantly in LA and in the Bay Area. We care a lot about supporting a community of small creators, art, and philanthropy, and our goal is to help those things intersect through AKASSA.
I love the cross-functional work that comes with my role! There’s so much that goes into making a good email - working with data engineers to get the right data in, working with creative teams to make delightful emails, working with product teams to deliver the most seamless end-to-end experience, and more. I enjoy lifecycle roles most when they’re a good blend of strategy, creativity, and operations.
When and how did you get your start in marketing?
I fell into marketing completely by chance. I had just graduated from Claremont McKenna College with an International Relations degree and didn’t know what I wanted to do. I thought I wanted to get into public work, but I realized that bureaucracy seemed slow and frustrating, so I decided to start in the private sector.
I spent a few months living with my cousins in the East Bay while I looked for internships, and then my cousin’s team was hiring for an email marketing intern. That was in 2014 – I went from intern to full-time employee in three months, and I’ve been enjoying lifecycle marketing since!
What brings you joy in your role?
I love the cross-functional work that comes with my role! There’s so much that goes into making a good email – working with data engineers to get the right data in, working with creative teams to make delightful emails, working with product teams to deliver the most seamless end-to-end experience, and more.
What tips, tricks, or advice would you give a new Iterable use?
Learn a bit of basic coding (like handlebars) – it will help you understand how to add dynamic elements to your emails more seamlessly. And for everything else, there are snippets!
What are some Iterable features that have made your job easier? Or have been game-changers for yourself and your team?
It’s pretty fast and easy to turn around a campaign – whether we’re building the segment directly in Iterable or importing a CSV. The UI is pretty simple and straightforward, meaning more of our team can easily jump in and figure most things out to get emails across the finish line.
I especially like send-time optimization for our monthly newsletters, because it helps me space out the send across many hours while maximizing email engagement.
What brings you joy from a brand’s outreach/communication as a consumer?
I love authentic brands – like a friend recommending something they think you’ll enjoy. I’ve been in B2C roles most of my career, and there are so many opportunities to be playful and creative to engage your audience. Business doesn’t have to be boring!
What do you think will be the next big thing in the marketing industry (AI, automation, new channels?)
AI is a hot topic for sure. However, so many businesses and industries can benefit from optimizing “standard” channels like email and improving their workflows with automation. I do think AI can be a big piece of that to do things like accelerating initial copy development or coming up with strategy suggestions for smaller, leaner teams.
What’s one thing that can instantly make your day better?
I am weak against people’s pets (any kind – dog, cat, bird, reptile) and plush toys. Send me a funny meme or a link to something cute – that’s enough!
If you weren’t a marketer, what would you be?
I care a lot about social impact and philanthropy. Someday, I might find myself in a role where I can focus on connecting even more with communities and allocating resources to maximize social impact. 🙂