Interview

When and how did you get your start in marketing?

I was working for a tech startup managing abandoned cart campaigns for a number of large fashion brands at a time when email and site abandonment campaigns were not easily configurable in marketing CRMs. That little taste of owning a tiny piece of marketing strategy on behalf of clients had me hooked.

What brings you joy in your role?

The trifecta: customer-centrism, creativity, and driving performance and growth.

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

As a past user who led a full migration from one platform to Iterable, I can tell you that migrating to Iterable was a fantastic decision. Our previous CRM, due to the way users were configured based on user ID as the key identifier instead of email, we found that segmentation became increasingly complicated. A user could apply for multiple services within minutes/days/months and their information would constantly be replaced with whatever the net-new application event data would be. That would kick users out of flows/journeys prematurely. It was such a hassle. Iterable was able to solve for that through arrays and more comprehensive custom events.

What’s your long-term vision with Iterable?

My long-term vision with Iterable would be to consolidate redundant flows, build out comprehensive user segmentation, and tap into some of the new AI capabilities to create a better UX for our end-users.

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

Personalization always. But not personalization for the sake of personalization. Make it meaningful. I think Spotify does this extremely well during the holiday season as I’m sure many have experienced if you’re a Spotify user. 

What would you like to see brands doing more of? Or less of?

Communication preferences! Ask your customers how they want to receive information. Especially in an age where much of our lives are driven by technology and automation, I may not have the time or bandwidth to jump on a phone call. Yet I can’t tell you how many times I fill out a form and see my phone blow up with calls during my busy work day. Learning not only what customers want to receive but how they prefer to receive it is something so simple yet undervalued. Features like Iterable’s Next Best Action help to eliminate some of that guesswork via artificial intelligence.

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

My dog, for sure.

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

A wanderluster/travel blogger.