Interview

What brings you joy in your role?

Highly personalized automations. I love working on projects that blend logic, automation, and personalization to create campaigns that scale while staying relevant. It’s never truly ‘set and forget’—there’s always room for improvement—but the excitement comes from launching something that resonates, whether with highly engaged users or those just discovering us, as long as we have the right data. It’s a bit geeky, but the time saved by automating well is invaluable, and seeing it work seamlessly is incredibly satisfying. Even more rewarding is sharing this knowledge with my team, helping them explore these tools and strategies for their own projects. Seeing others get excited about automation and personalization, and watching them bring new ideas to life, makes the process even more fulfilling.

What tips, tricks, or pieces of advice would give a new Iterable user?

At Try & Review, we manage emails in nine languages, and while locale versions are essential, we’ve pushed the use of Snippets in Iterable to unlock even more potential. One of the simplest yet most valuable uses is storing static information—things you wouldn’t want to manually update across multiple templates, like addresses (though Iterable does offer this as a personalization field). We take it further by dynamically populating our entire footer based on the user’s locale, reducing the need for repeated translations when creating language variants.

Beyond footers, we use Snippets for key recurring phrases, CTAs, and even personalized content. This means adding a language variant is much easier as only the key content from that email needs to be added. It saves time but also money as we don’t have to maintain a big “common translations” document and sift through it all the time, and accidentally have the same content translated multiple times for no reason.

The most impactful use from a marketing perspective is our promo Snippet. Inserted across all key emails, including automated and journey-triggered emails, this small but powerful element allows us to update and promote relevant content across hundreds of templates—ensuring we deliver the right message at the right time, seamlessly.

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

This might echo my previous answer, relevance is everything. If a brand’s outreach isn’t highly relevant, excessive frequency means I’ll likely miss the messages that actually matter to me. When building email journeys, we often create fallbacks to ensure there’s always content, even when there’s nothing truly meaningful to say. But what if, instead of default filler content, we simply didn’t send the email at all? Would that improve engagement and conversions when we do have something relevant to share? (Tip: This can be done by using a “Send Skip” in Iterable…)

What’s the best advice you’ve ever been given?

If a problem feels too big, break it down into smaller tasks and tackle them one by one without worrying about the next. I first heard this when I was 18, and it’s a mindset I’ve embraced ever since.

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

I’ve always admired woodworking and wished I had the time to learn carpentry. There’s something incredibly satisfying about creating something tangible with your own hands.