It’s a new position for the company, but a natural one given their mandate to “help leading organizations start, grow, deepen and measure relationships with their most valuable customers.” They’ve got a lot of experience in the life sciences and CPG/retail verticals, which is a great fit for mobile when you think about how personalization & contextual relevance can make such a huge difference for customers in those settings. The client mix goes beyond those industries and, let’s be honest, what organization wouldn’t benefit from strengthening the bond between its brand/services and its customers?
My first two weeks have really been about onboarding as much information as I can about the organization and fleshing out how mobile will fit into the overall service mix.
A couple things have really jumped out as tremendous assets for the growth of the mobile practice:
- There’s a real emphasis on making sound strategic decisions backed up with well-researched qualitative and quantitative analysis. Programs are always based on solving real business problems and with clear, measureable ROI (whether ‘return on investment’ or ‘return on innovation’) in mind;
- The in-house marketing design & technology is really strong, especially on the user experience and database management side;
- There’s a lot of very smart people who really care and work hard.
Broadly, my mandate is to be the go-to-guy for mobile subject matter expertise and business development. I’ll be hands-on with both program strategy and campaign tactics, working with mobile media partners and managing any outside vendor relations.
A big bonus for me is the platform offered by the emphasis on strategic analysis and measurement. Mobile, especially in Canada, lacks solid benchmarks for program spending and results. There’s the firepower here to change that and move mobile from a ‘nice to have’ to an essential digital channel.
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