Can you tell me about your current role at VidMob?
I’m a Research Strategist on the Data & Insights team at VidMob, an advertising technology start-up based in New York. We strive to create social ads fast, backed by creative data insights in our AI-powered platform, Agile Creative Studio™. My role is to deliver these insights to clients and help strategically optimize their ad campaigns, specifically focused on the Beauty and CPG industries.
According to you, what are the must have skills for anyone who wants to take on a data-driven role?
The number one skill is the ability to explain complex quantitative analysis or methodologies in simple terminology. Just because you understand something, that doesn't mean that the listener will as well.
Quick tip: Try breaking the concept down as you would for your grandmother!
Secondly, remain open-minded to any form of experimentation. We often get bogged down in our day-to-day tasks and deadlines. In order to push innovation forward, we have to remind ourselves to say “Yes!” to a new idea.
Lastly, the realization that your so-called “role” isn’t the only one you need to play to be successful. A data analyst or scientist has underlying value in many different aspects: client relationships, sales, product, and overall implementation. Since data is fact-based, you will always be a core part of the business.
What’s a typical career path for a data analyst?
The journey is pretty open-ended, you can truly find what you’re most passionate about after developing hard skills. Data can lead to product management or engineering roles and to careers in business development or brand-building. Professionally, I am fascinated with the intersection between brands and technology, and I hope to continue to grow in the advertising technology space as a leader.
It’s been about 2 years since you’ve been out of college - now, in hindsight, what are 2 things you wish you knew before starting your first job? Do you think your time at college prepared you for your current role?
The first is to pace yourself - a career is built over years and there’s no need to feel like you’re falling behind when you’re actually still learning.
Maintaining a growth mindset is key.
Secondly, managers and colleagues appreciate honesty over sugarcoating. It’s easy to believe you’re the bottom of the food chain and simply agree. It’s harder to share your real opinions (positive or negative), but that's when you will be most valuable and earn respect.
There’s a lot I learned in college, inside and even more outside the classroom, that made me flourish into the person I am today. College prepared me for dealing with all kinds of people, balancing multiple projects, scaling efficiency, and empowering teams.
You mentioned that you’re passionate about brands, which is one brand you can’t live without and one that you think has great marketing campaigns?
I can’t live without my Neutrogena face cream! I am a big fan of Nike’s ad campaigns. They never miss a beat to leave behind an inspirational message.
Due to the current pandemic, there has been a major shift in the way we work - what do you foresee as the “new normal” in the marketing industry?
There is no doubt that the pandemic has forced us to consider flexible work environments. I foresee deeper personal relationships between brands and their external partners, as everyone’s work and personal lives have become intertwined. The marketing industry will also move towards more SaaS-based platforms, as companies with user-friendly technology will make work-lives smoother.
What type of content do you usually consume and is there a particular podcast/newsletter that you would recommend?
I highly recommend subscribing to newsletters like TechCrunch and Finimize that are sent to your inbox everyday. It’s very easy to skim them quickly on your commute or at your desk. When I have more time, I will read through the New York Times and Wall Street Journal to stay up-to-date. Additionally, any content that has a take on the advertising industry and trends occurring, such as interesting business books or NYU Stern Professor Scott Galloway’s newsletters.
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