Interview

What brings you joy in your role?

I love the moment when a message really clicks—when the data, customer insight, and creative execution come together to deliver something that resonates. It’s incredibly rewarding to see our work help someone take the next step toward a major life decision, like selling their home.

What’s a mistake you’ve made at work, and how did you deal with it, or what did you learn from it?

Earlier in my career, I approved a campaign without fully QA’ing the segmentation logic, which meant a portion of our target audience didn’t receive the email. I was mortified. But I turned it into a learning moment: I developed a pre-launch checklist we then used team-wide to prevent similar issues. It taught me that mistakes happen, but accountability and process improvement matter more than perfection.

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

Don’t be afraid to experiment—and document everything. Whether it’s setting up a new audience filter or testing a journey path, it helps to build a playbook of what worked, what didn’t, and what you’d do differently next time. Also, lean into the support docs and community forums—they’re gold.

What’s your long-term vision with Iterable?

We’re shifting from one-size-fits-all to truly personalized lifecycle experiences. My long-term vision is to build smarter, intent-based communications that anticipate user needs—and Iterable is at the core of enabling that.

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

I appreciate brands that show they get me—not just in terms of what I’ve bought, but where I am in my journey. A well-timed nudge, a thoughtful reminder, or even a helpful piece of content can go a long way. Personalization with purpose is what makes a brand stand out.

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

Predictive personalization—especially as AI matures. We’ll see more brands using machine learning to anticipate customer behavior and proactively shape the experience, not just react to it. But it’ll only be effective if it’s paired with human empathy and insight.

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

If I didn’t have to work for money, I’d be doing something with animals—maybe wildlife research, animal care, or even working as a park ranger. I love the natural world and could happily spend my days surrounded by animals and trees instead of emails and dashboards.

If you came with a warning label, what would it say? (Ex: you’re a fast talker, you’re highly competitive, you talk about your dog a lot, etc.)

“May overuse analogies and food metaphors—proceed with curiosity.”