About Calm
Calm is the leading mental wellness brand with the #1 App for Sleep, Meditation and Relaxation™, designed to help you manage stress, sleep better and live a happier, healthier life.
Winnie's Bio
Winnie is a growth marketer with over 8 years of experience across the consumer mobile app industry (wellness, gaming, fintech) in the US and Asia. As a Senior Lifecycle Manager at Calm, she leads the international lifecycle marketing effort from the ground up to expand our global presence. Previously, Winnie managed the multi-channel communication at Niantic and HSBC.
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I want our messages to provide the right value to our users at the right time. At Calm, our mission is to make the world a happier, healthier place by making mindfulness accessible to everyone. We want to leverage Iterable to deliver timely messages to our users when they need them the most. If our users can sleep better or reduce their anxiety from a meditation program highlighted in our message, that’s a win for me.
Interview
When and how did you get your start in marketing?
I had the opportunity to do a summer marketing internship during my junior year of college. The internship taught me that marketing is a blend of creativity and analytical thinking. I love it so much that I extended my summer internship into a year-long internship during my senior year, and I continue my marketing career after college.
What brings you joy in your role?
I love working with cross-functional teams and problem-solving together. The beauty of working with people from different backgrounds and expertise brings me a lot of joy, and it’s always fulfilling to build together and learn from each other.
How did COVID-19 change the way you work, what did you learn? How did you adapt?
As an extrovert, I love going into the office and meeting my coworkers physically. I thought it was impossible to build relationships virtually. Throughout my time working from home, I learned that it’s still possible to build relationships with colleagues. For example, we use the first 5-10 mins of the meeting for everyone to share a personal highlight of the week. It helps each other bond closer as we’re sharing snippets of our lives.
What is one piece of advice that you would give to a new Iterable user?
Always lean on the Iterable resources and customer support. As a new Iterable user, I found them very helpful in preparing me to dive right in.
How do you bring joy to your customers?
I want our messages to provide the right value to our users at the right time. At Calm, our mission is to make the world a happier, healthier place by making mindfulness accessible to everyone. We want to leverage Iterable to deliver timely messages to our users when they need them the most. If our users can sleep better or reduce their anxiety from a meditation program highlighted in our message, that’s a win for me.
Besides Iterable, what are the other tools in your marketing toolkit that you can’t live without?
We use Amplitude heavily to analyze our data and visualize the impact of our lifecycle programs.
What’s the best advice you’ve ever been given?
If you’re not being challenged, you’re not growing. Embrace the challenge.
What’s one thing that can instantly make your day better?
A cup of coffee.
