Interview

When and how did you get your start in marketing?

During my university breaks, I worked as an office assistant and had the opportunity to experience different departments, including Finance, HR, Marketing, and Sales. It gave me valuable insight into how each team operated day to day. Marketing stood out to me because it combined creativity with analytical thinking, which I really enjoy. That was when I realised it was the right path for me.

What brings you joy in your role?

I’m a problem solver at heart, and I love that CRM allows me to apply that skill in various ways. Whether through reporting, coding, or solutionising. I enjoy identifying challenges, finding effective resolutions, and seeing the tangible impact of my work. There’s real satisfaction in knowing that the solutions I create drive meaningful results.

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

For new Iterable users, my advice is to start with a strong foundation. Take the time to understand your set up and ways in which you can utilise the data in the platform, a well-structured data setup makes everything else easier. Experiment with segmentation and dynamic content early on to see how powerful personalisation can be.

Leverage Iterable Academy and the community forums—they’re invaluable for learning best practices and troubleshooting. Finally, don’t be afraid to test and iterate. The platform is built for flexibility, so use that to refine your approach and optimise performance over time.

What’s your long-term vision with Iterable?

My vision is a fully automated, luxury customer experience where campaigns are seamlessly triggered by customer behaviour. Working closely with Data Science to leverage our existing algorithms, ensuring every send is highly personalised and impactful. The goal is a system that runs smoothly, delivering the right message to the right customer at the perfect moment.

What do you think will be the next big thing in the marketing industry (AI, automation, new channels?)

AI and automation are definitely shaping the future of marketing, but the real shift will be in how we use them to create more personalised and meaningful customer experiences. It’s not just about automating processes but making sure interactions feel genuinely tailored and relevant. The challenge will be striking the right balance between automation and authenticity so that marketing still feels human.

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

I’d love to see brands making better use of the data they have. If I’ve already referred a friend, I don’t need a weekly reminder to do it again. It’s frustrating when brands don’t acknowledge past interactions and just keep pushing the same messages.

On the flip side, I’d like to see more genuinely useful personalisation. First name personalisation is so last year, we get it. I gave you my name. Actually recognising my preferences, behaviours, and past engagement to make offers and content more relevant. Thoughtful, well-timed marketing goes a long way in building loyalty.

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

‘The time will pass anyway.’ It’s a reminder to make the most of every moment and not get too caught up in waiting for the ‘perfect’ time to act. Life moves quickly, so it’s important to seize opportunities when they come and stay present.

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

I’d probably be in finance or something that lets me indulge my second love, spreadsheets. There is something incredibly satisfying about organising data, finding patterns, and making everything run like clockwork. If I weren’t in marketing, I’d definitely still be solving problems, just with a different set of tools.