Interview

What brings you joy in your role?

What really brings me joy is the problem-solving aspect of my role. There’s something rewarding about taking a challenge, breaking it down, and finding the best solution—especially when it makes a real difference for the team or the customer.

How do you stay inspired or motivated in your work?

I stay inspired by the people I work with. Collaborating with smart, driven colleagues always sparks fresh ideas. It’s also motivating to see real results—whether it’s a successful campaign or a test that exceeds expectations. And honestly, learning new things along the way keeps me excited and eager to keep moving forward.

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

Start small. Don’t try to build a massive journey or campaign on day one – get comfortable with the basics first. Create something simple, test it, and learn from how it performs. Once you get a feel for how things work, you will naturally start building more advanced journeys. Also, take full advantage of Iterable Academy. It’s such a great resource for learning the platform at your own pace. The tutorials are super helpful, especially when you are just getting started or want to explore new features. And finally, don’t be afraid to play around on the platform. The more you experiment, the faster you will learn what works for your team and your goals.

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

Catalog has really transformed the way we operate. With campaigns running across 28+ markets, localization at scale used to be a major challenge. Now, instead of creating dozens of templates manually, we can dynamically pull in localized content based on structured data. It allows us to centralize and manage content more efficiently, and automate variations across countries, languages, and promotions all from a single template.

Snippets have also been a huge efficiency boost. Whether it’s a legal disclaimer, a market-specific CTA, or a universal footer, we can manage it centrally and push updates instantly across campaigns. It’s those kinds of small but powerful features that make a big difference when you are working at scale.

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

Beyond AI, I think voice technology will be the next big thing in marketing. As voice search and smart speakers grow, brands will need to optimize for conversational content. Voice assistants won’t just answer queries, they will offer personalized experiences like tailored recommendations and voice-activated promotions, making interactions smoother and more intuitive.

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

Brands need to do less of bombarding customers with irrelevant messages. It’s crucial to be more thoughtful in communication. I would love to see a shift toward more personalized and contextually relevant engagement.

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

“If you never make mistakes, you are probably not trying anything new.” That mindset has really shaped how I approach CRM. It’s not about avoiding errors at all costs, it’s about learning, testing, and evolving. Some of our most effective strategies have come from trial and error. Embracing that process has helped me stay curious, take smart risks, and keep pushing for better outcomes.

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

Music is my instant mood lifter. Whether it’s something high-energy to kick off the day or a chill playlist to help me focus, a good track always puts me in a better headspace and helps me power through the day.