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Tara's Bio
Tara is a lifecycle marketing leader with experience in technology, retail, e-commerce and double-sided marketplace organizations. She started in email marketing by helping transition her company to Iterable, consolidating the martech stack from three tools down to one. Her expertise is in segmentation, journey building and experimentation. She partners closely with Creative, Data & Analytics, Product Marketing and ProdEng teams to bring experiences to life that will delight customers.
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My advice to a new Iterable user would be to spend some upfront time exploring Iterable’s Knowledge Base and going through the Iterable Academy for training.
Interview
What’s a mistake you’ve made at work, and how did you deal with it or what did you learn from it?
When conducting some cleanup work in our Iterable project I accidentally archived a campaign that was live. I didn’t realize the issue for another week when I was conducting weekly reporting. I’m a big proponent of leveraging error logs to document the issue, the timeline of events and the learnings/actionable next steps. Mistakes are how we learn, the key is to not continue making the same mistakes.
What is a common misconception about your role?
A common misconception is that Lifecycle Marketing = the email team. Lifecycle Marketing is so much more! Not only do we have subject matter expertise in channels like email, push, SMS, etc. but we are also experienced in developing segmentation strategies that will allow these channels to work harder for us. We toe the line between driving strategy and executing.
What tips, tricks, or pieces of advice would give a new Iterable user?
Spend some upfront time exploring Iterable’s Knowledge Base and going through the Iterable Academy for training–I wish the academy existed the first time I used the platform. I’ve found these resources invaluable, and I still use them today.
What led you to choose Iterable over others in the market?
In all the roles I’ve had, Iterable was THE solution that enabled us to:
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Scale to new channels within one platform
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Ensure HIPAA compliance, and
- Create a cohesive customer experience between marketing and transactional content.
What do you think will be the next big thing in the marketing industry (AI, automation, new channels?)
AI is just scratching the surface with what it can do. The biggest areas of opportunity are to leverage this technology to solve for the biggest time investments that are human-powered today. In the world of ESPs that’s building journeys and QAing them. I think leveraging AI to build segmentation is another area of opportunity.
How do you stay up–to–date with the latest trends and developments in marketing?
I subscribe to a lot of industry newsletters, sign-up for webinars and read white papers. Litmus and Really Good Emails are two of my faves–please share other suggestions!
If you weren’t a marketer, what would you be?
A detective–with my ability to question status quo and sus out information and solutions it’s a natural fit. It also explains my childhood obsession with Nancy Drew and the boardgame Clue.
If you came with a warning label, what would it say?
50% Sarcasm, 50% Glitter.
