Learn how Eugenia's drive to improve became the foundation of team culture.


"It is all about people-marketing. To drive efficient performance, it is imperative to simultaneously integrate quantitative and qualitative approaches. Learn your target market, and the emotions that drive them."

Discuss your experience in the industry

After my Bachelor’s degree, I started my career in offline marketing for a large FMCG company and moved on to a fundraising role with an NGO. During my graduate studies, I came across many mobile start-ups in London and San Francisco. This led me to work for a mobile gaming company Crowdstar, and currently with Smule.

The pace in the Bay Area is quite accelerated; my career advanced rapidly and I grew from Marketing Associate to Director of Marketing in under 4 years.

What learnings have stuck with you, that you use in your current role?

It is all about people marketing. To drive efficient performance, it is imperative to simultaneously integrate quantitative and qualitative approaches.

Learn your target market, and the emotions that drive them.

New Smule1

Discuss your approach to the industry

On a ‘typical’ day, I manage regional Marketing Managers who drive global user growth and ensure profitability margins on the media spend across three Smule apps.

It is very important to ensure the UA team has the correct data and tools to answer pressing questions in the matter of minutes. We closely collaborate with the Data Analytics and BI teams to better understand user value early on; and develop automated tools for the UA team to efficiently run analysis and optimizations of campaigns.

Year over year the industry has become more and more competitive; we need to continually find new actionable and scalable trends in the data on the most granular level.

New Sumle2

What do you do to make yourself successful?

These are the key areas that have helped me grow, and how I evaluate potential and current employees:

Focus:

Performance marketing has hundreds of moving parts every day. It is essential to quickly make concise conclusions on the data and execute on key actions points.

Self reflection is the driver of progress.

Ability to be objective with yourself has immense influence on personal and professional growth.

Curiosity:

Question data and processes around you. Always seek to improve and not settle for a “B” solution. Seek cross-team collaboration to positively impact the company.

How has your success impacted others?

I hope the success in my role has been a positive effect on my team. (smile)

I believe my pursuit of continual professional growth, and openness to experiment and take risk is the foundation of the team’s culture.

“Have fun and treat any obstacles at work as a puzzle. Growth means you will have more and more complex puzzles to solve.”

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