What do you do at Adara?
Senior Director, Strategic Accounts. I had covered the West for Adara for the past 3 ½ years but on January 1st, 2018 I received a promotion and now I am helping Adara’s largest clients thrive through our actionable travel insights.
What is the biggest day to day challenge you face in your role, and how do you try to overcome that?
Attribution. Measuring true success determines the value of the dollars spent on marketing. Within digital, the attribution technology has made big strides; however, that intelligence has yet to be embraced by many marketers. It’s my hope that this legitimate technology gains acceptance. With that, we will all be doing a better job with our marketing money.
What is the biggest challenge you face in the next 12 months and how are you preparing to face it?
Digital advertising has experienced a continual rapid change since its inception moving from single publisher advertising to networks and portals to Demand Side Platform and now to being guided by the most intelligent targeting through first-party data in real time to people. Through each of these phases our industry has faced disruptions from new businesses created. These start-ups have made us smarter and moved the industry to the next step.
Predicting the future is pertinent to our success. I feel fortunate that I think Adara is right on that wave with first-party search data in real time connecting marketers to real people. Over the nearly four years since I’ve been at Adara I’ve seen the understanding and acceptance of what we do grow radically, partly from our education and partly because the industry finally values first-party data. The only challenge for Adara is to fully take advantage of the “perfect moment” we are now in to capitalize and win for our clients!
What do you love about working in the travel sector?
I enjoy working in a vertical, especially one with such a pleasurable subject, because you can be more meaningful to customers. I’m also a travel enthusiast. I travel a lot for work and pleasure and really enjoy it! It’s a primary passion for me. I have taken more than 20 business trips in the past year and 10 for pleasure, including Iceland, England, Mexico (twice), Canada, Florida, Mammoth, CA and Washington D.C. where completed the Marine Corps marathon.
What is your favorite holiday destination?
I’ve got a big list because I love to travel! My favorite places to travel include Mammoth, California, Lake Tahoe and the Sierra Nevada, Point Reyes National Seashore, Yellowstone, Montana The Yucatan Peninsula in Mexico, Washington State, British Columbia, New Zealand, Iceland and England.
What is your #1 Bucket list travel destination?
Hmmmm… I’d say Argentina; Patagonia to be specific. I’d like to explore Buenos Aires and go fly fishing in Patagonia.
This is one of my favorite subjects to daydream about. I’ve got many destinations in my head, including, Hobart, Tasmania, Holbox Mexico, Krabby Beach, Thailand, Florianopolis, Mexico, Wrangles St. Elias, Alaska., Oslo Norway, Chamonix, France.
What are the three things you would take with you to a deserted island?
- A fire starter, 2. A fully rigged fishing rod, 3. A friend