Interview

What brings you joy in your role?

As VP of Marketing at Tandem, I love seeing the impact our product has on people’s lives. Language learning isn’t just about vocabulary and grammar: it’s about making real connections with people around the world. Hearing success stories from our members who have made lifelong friendships, advanced their careers, or even found love through Tandem is incredibly rewarding. It reminds me that our work goes beyond marketing, it’s about building bridges between cultures.

What is a common misconception about your role?

A common misconception about being a marketer is that it’s all about advertising and pushing products. At Tandem, our marketing isn’t just about acquiring users; it’s about fostering engagement, retention, and building a global community of passionate language learners. We don’t just run campaigns: we craft experiences that help people connect across cultures. Marketing is about storytelling, community building, and creating meaningful connections between a brand and its audience.

What challenges was your team experiencing before Iterable? How has Iterable helped address these challenges?

Before Iterable, we struggled to deliver personalized, timely messaging at scale without overwhelming users. Our previous setup lacked flexibility, making segmentation and engagement at key moments difficult. Iterable changed that with automation, dynamic segmentation, and embedded messaging, allowing us to deliver real-time, in-app messages when users are most engaged. Plus, its AI-powered tools optimize send times and content, boosting engagement and retention with less manual effort.

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

Embedded messages have been a game-changer, allowing us to engage users in real time, directly within the app. Unlike other communication channels, they don’t disrupt the user experience: they appear when users are already engaged with the app, making messages feel natural and timely. Whether it’s guiding users, upselling them, or celebrating milestones, this seamless approach has significantly boosted engagement and monetization.

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

Web3 & decentralization will change how brands interact with consumers. As blockchain technology evolves, users will own their data and identities, shifting the power from platforms back to individuals. This means brands will need to rethink engagement, focusing on community-driven marketing, tokenized loyalty programs and decentralized social experiences rather than relying on traditional ad-driven models.

How do you stay up–to–date with the latest trends and developments in marketing?

I stay up-to-date by reading industry newsletters (Marketing Brew, GrowthHackers), attending conferences, and engaging with marketing communities on LinkedIn and Slack. I also experiment with new tools and strategies: learning by doing is the best way to stay ahead.

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

“Innovate or die” from Bob Iger’s book, The Ride of a Lifetime. The world moves fast and you need to be ahead of the game.

What is one goal you’d like to achieve in your lifetime?

One of my biggest lifetime goals is to train, mentor, and empower the next generation of marketers by not only sharing my knowledge but also creating an environment where they can truly grow. I believe that great marketing leaders don’t just teach, they nurture talent, provide the right tools, and cultivate an environment that encourages curiosity and innovation.

If one song could play every time you entered a meeting, what would it be?

Crazy in Love – Beyoncé