Interview

What are some of your career highlights or campaigns that you’re especially proud of?

A project that I’m especially proud of was leading the company merger between 2 companies (IPSY and Boxycharm) into 1 brand for our CRM team. This project involved a creative rebrand of all our emails, sms and site assets as well as a data mapping and migration with all our users. The project was on a fast-tracked timeline and I’m very proud of delivering the CRM deliverables on-time within an aggressive timeline with very minimal impact to churn.

How do you stay inspired or motivated in your work?

What keeps me inspired at work is discovering ways to push myself and grow as a marketer. I know I will never be the smartest person in the room, and I have no desire to be. What I love about my job is that there will always be opportunities for me to stretch myself and learn a new skillset, a new way of thinking, a new perspective or process, or figure out what campaigns resonate better with our audiences. It never gets boring, and I feel like this is how I keep things interesting in my role.

What are some Iterable features that have made your job easier? Or have been game-changers for yourself and your team?

The Data Schema Management feature has been a real game changer for myself and the Marketing Ops team especially. Having a clean and marketer friendly UI to review all our events and attributes, add additional fields when we need them and to hide outdated fields when we don’t has been such a huge help. I don’t know how we survived before! Another feature that we’ve been using recently is Smart Ingest to sync data from our Data Warehouse into Iterable. It has eliminated so many Tech dependencies we had before and has helped significantly move projects along, so I’m excited to see how we can use it more.

What’s your long-term vision with Iterable?

What I love about Iterable is that it’s always evolving. The team is constantly looking at new ways to improve their platform, solve marketer (and MarTech team’s) common problems and help brands achieve their goals. For IPSY, our long-term vision is to deepen our investment into automation and develop strategies that are highly personalized, segmented and timely for our customers, to ultimately deliver delightful interactions and drive business impact.

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

Personalization when it’s done correctly and effectively. When a brand has mastered the art of sending a highly targeted campaign that isn’t too specific or creepy, yet has enough of that touch so that the content is relevant to me and my interests, that helps cut through all the noise of all the marketing content I get on a daily basis. As a consumer, I want to see recommendations or content that resonate with me and are relevant to my interests—if a brand can deliver that, it makes those interactions all the more memorable to me.

Besides Iterable, what are the other tools in your marketing toolkit that you can’t live without?

Project management tools like Asana and Jira we use constantly to keep ourselves organized. Amplitude and Tableau for reporting purposes and ensuring we measure the impact of our CRM campaigns. Databricks as a source of truth for all our data that we ingest into Iterable. And I can’t live without Figma—it makes reviewing & collaborating on creatives so seamless.

What’s one thing that can instantly make your day better?

A latte. The caffeine addiction is real.

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

A food critic. One of the simple pleasures in life for me is exploring and tasting different cuisines and dishes. If I could get paid to do this, it would be a dream.