About Strava
Strava is the leading digital community for active people with more than 125 million athletes in more than 190 countries. The platform offers a holistic view of your active lifestyle, no matter where you live, which sport you love and/or what device you use. Everyone belongs on Strava when they are pursuing an active life.
Divea's Bio
Hi, I’m Divea! I’m a Growth Marketing Specialist with the Martech team at Strava. I focus on the execution and enablement of lifecycle marketing programs, ensuring seamless campaign deployment and optimizing our Martech stack to enhance personalization and engagement. My work revolves around building, automating, and troubleshooting campaigns while finding scalable solutions to improve efficiency and impact.
I love working at the intersection of marketing and technology—collaborating with cross-functional teams to implement best practices, streamline workflows, and ensure our systems are set up to deliver the right message to the right user at the right time.
Outside of work, you’ll find me lost in fantasy and thriller books, exploring new coffee spots, or chasing the perfect sunset.
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Iterable has several game-changing features, such as Send Time Optimization, Brand Affinity, and Journey Exit Rules, that help us reach users where, when, and how they are most likely to interact.
Interview
When and how did you get your start in marketing?
I got my start in marketing while doing my undergrad in fashion. At 18, I landed an internship, and the brand I was working for had a marketing role open. I was curious and wanted to explore, figuring things out along the way. Turns out, I loved marketing even more than fashion! That passion led me to launch my own eCommerce brand, where I scaled to six-figure revenue and landed features in 10+ media publications. That’s when it truly clicked—I was born to be a marketer. The thrill of understanding user behavior and driving growth became my obsession, and I’ve been all in ever since!
What brings you joy in your role?
What I enjoy most about my role is the balance of strategy and execution—being able to think big, plan impactful initiatives, and then bring them to life. I love diving into data, uncovering insights, and using them to drive decisions. Collaborating with product, engineering, and teams across growth and marketing keeps things dynamic, allowing me to connect the dots between different teams and drive meaningful impact. The combination of problem-solving, creativity, and execution makes every day both exciting and rewarding.
What tips, tricks, or pieces of advice would give a new Iterable user?
Understand platform nuances—know how user profiles update, how events trigger workflows, and how message channels (email, push, SMS, in-app) interact. Learn how to best use features like Handlebar logic for personalization, Catalogs for dynamic content, and Experiments for A/B testing across campaigns. Use the Iterable Academy to understand the platform better—start with the fundamentals course, then explore advanced topics like data feeds, API integrations, and workflow automation. Always preview/test campaigns before launch, and use segmentation wisely to avoid sending irrelevant messages.
What are some Iterable features that have made your job easier? Or have been game-changers for yourself and your team?
Iterable has several game-changing features that help us reach users where, when, and how they are most likely to interact. Send Time Optimization (STO) ensures messages are delivered at the right moment based on past engagement. Journey Entry & Exit Rules help control user flows, preventing overlap and ensuring a seamless experience. Brand Affinity Labels enable personalized messaging by categorizing users based on their interactions with our brand.
What do you think will be the next big thing in the marketing industry (AI, automation, new channels?)
The next big thing in marketing will be AI-powered automation, hyper-personalization, and privacy-first strategies. AI will enable real-time, predictive personalization at scale, dynamically adjusting content based on user behavior and preferences. AI agents will revolutionize customer interactions by acting as intelligent assistants that handle inquiries, recommend products, and optimize campaigns autonomously. With the decline of third-party cookies, brands will focus on zero-party and first-party data strategies, leveraging AI to analyze and activate data ethically. Additionally, automation will streamline workflows, making marketing more efficient and impactful across emerging channels.
What would you like to see brands doing more of? Or less of?
Brands should focus on true personalization by leveraging AI to create context-aware, behavior-driven experiences rather than just inserting a first name. AI agents can enhance engagement by providing real-time, adaptive recommendations based on user activity and preferences. Personalization should feel useful, not invasive, with brands prioritizing zero-party data and privacy-friendly strategies. On the flip side, they should avoid generic, repetitive messaging and over-personalization that feels creepy or intrusive. The goal should be to enhance user experiences with smart, relevant interactions, not overwhelm them with nnecessary nudges.
What’s one thing that can instantly make your day better?
Coffee, matcha, lattes—basically all things warm, caffeinated, and impossible to choose between!
If you weren’t a marketer, what would you be?
If I weren’t a marketer, I’d be a designer or an artist.
What is one goal you’d like to achieve in your lifetime?
Getting my flying license, becoming diving certified, and collecting the most rare, unforgettable experiences.
