Tell us about your role and experience as a marketing professional.
I am new to the marketing world. I’ve spent the last 12 years working in public relations and communications, but my role with Acast is to build out our public relations program and launch our marketing team and efforts.
What are the biggest challenges that you face in marketing a brand today?
One of the biggest issues I see is measurement. Being able to track work you do on social media or with an event or through PR back to actual impact on the business is extremely challenging.
Has the evolution of the marketing landscape changed the way you approach your marketing strategy and relationships with agency partners?
I look for a holistic approach when choosing an agency partner. I want to find someone who isn’t just thinking about their swim lane of PR or social media or editorial content. I think it’s important to see the full picture and how each strategies affects the other.
Why have you chosen to partner with Mission Control Marketing?
I love working with Mission Control because the team is a true partner to me and also I respect the culture the company is building. I’ve known Elliot Schimel, the founder, for many years having worked together at previous firms, but that is not why I hired MIssion Control Marketing. The Mission Control Marketing team understands that I need partners who can be an extension of my brand and think through all aspects of my work. They are creative, thoughtful and smart. I also love that Mission Control Marketing treats their employees well and works to give them new opportunities to learn and grow.
There’s been a lot of debate in the advertising industry about benchmarking success through metrics (from impressions to media placements to Facebook ‘likes’). How do you judge success?
Right now, I have a rolling list of KPIs. Mostly I like to look at impact on the business either through new partners or new customers or increased brand awareness, breaking new ground into new categories or reaching new audiences, quality of the opportunity, and ability to replicate an idea or activity at scale.