Interview with Anat Rimon, Vice President of Marketing at Screenz
Highly experienced marketing professional, with 15 years of experience leading business operations, strategic marketing and innovation for market-leading companies and tech startups.
Combine strong complex project management, analytical and business creative skills with proven success in corporate development. Currently, she is the Vice President of Marketing at Screenz.
Your Journey as a Marketing Professional
I had a passion for advertising since I was a kid; I wanted to understand better how a message is introduced into the audience’s minds. I studied social communications and business administration specializing in marketing and propaganda.
My first job was at the biggest advertising agency in Israel, Mccann working on BTL advertising and unique events production, there, I feel I got my second degree on “Brand advertising” since I learned how to make a strategic branding plan for a client and translate it from just an idea to a reality.
After Mccann I shifted to work at one of the biggest online gambling companies in the world 888holdings, at that time, gambling companies were the pioneers in digital marketing, specifically on performance-based advertising, every campaign was measured thoroughly and the budgets for media buying where unlimited once the ROI goals were achieved.
At that time, discovering the digital advertising world where everything that you do, has a specific measurement was fascinating. Being able to drill down into all performance steps of a campaign, a/b testing, analyzing and optimizing on many levels of the funnel was an incredible ride and I think I can categorize it as my third degree on “Marketing analytics”.
Following 888, I moved to work at one of the biggest online performance-based media group, Matomy (which later became part of Publicis Group). I worked there for 7 years and became the VP of Business Operations leading the company innovations team, M&A integrations, and growth from internal synergy initiatives. Matomy managed activities in all main media channel and I gained a broader view on how to utilize each channel in order to generate results.
The next step in my career directed me to work on my first B2B startup, Singular.live, where I was VP Marketing and Business Operations; I took part in building the company and product strategy, including client segmentation, go-to-market, investor relations; and marketing plan. I had an amazing time there, working with veterans of the broadcasting graphics industry from which I learned a lot.
Today I’m VP Marketing at Screenz, a platform for building interactive entertainment-driven customer experiences for content creators; the next generation production company has a core team of entertainment professionals and digital engineers and has created formats and digital assets for more than 30 broadcasters and production companies around the globe. I’m utilizing all my knowledge and experience towards growing the company.
What are the primary marketing channels you have worked on? What will be your advice to young marketers on each of these channels?
I worked with multiple digital media channels from standard media buying, to affiliate marketing, programmatic ads for mobile, video, banners, contextual, native, etc.; email marketing, social media, PR agencies.
I think that different channels apply to different verticals and it will always be based on mainly testing, optimizing and re-testing.
Here are a few points that I think are important for every marketer:
- Know your target audience, learn their needs, pains, and interests, so that you will be able to speak to them in a language they’ll understand and commend.
- Never underestimate analytics, make sure you utilize all of the available data you have, choosing the correct KPIs. A correct numbers analysis will help you make the right decisions.
- Always be creative, creativity is not only a tool for branding and messaging but also for business, learn the industry infrastructure you are operating in; and be creative on how you utilize the tools in your hands.
- Make sure to understand the resources you have in place and manage them according to their strengths.
- Make sure to have studies and reports backing up your messaging.
- Be dynamic, the digital industry is rapidly evolving, forcing companies that want to be successful to constantly evolve digitally. Don’t be afraid of changes.
- Be focused, know what you are aiming to achieve and direct your efforts towards your goals. The world today is full of distractions and it’s easy to forget to look at the macro picture when drilling down into the micro. Keep in focus!
What are some of the important marketing software that you have used and found to be really useful for your company?
Asana, Monday or Trello – have a tool for internal project management that will help you showcase statuses on a transparent way internally.
BI analytics tool – I worked with SAS and Power BI, you need to have a good BI tool to measure your internal funnel, the tool you chose depends on your company size.
Hubspot or Marketo – marketing software to manage campaigns, Hubspot also covers sales, so for small companies, it can be used instead of Sales Force.
SalesForce – great software for managing sales activities, from leads to clients.
MailChimp – email marketing is still relevant and it’s a great way to communicate messages to your potential and existing clients.
Similar web – a nice tool to evaluate websites, potential leads and competitors.
Google Analytics – MUST know!
WordPress – Build great websites.
Your 2 line advice to people entering in the marketing domain.
Knowledge is power! Read, go to conventions, meet people on your industry; our world is moving fast, make sure to be aware of where it’s going.