Q&A with Kady S., SVP Global Head of Marketing at Klaviyo

Media 7 | August 6, 2021

Kady S., SVP Global Head of Marketing at Klaviyo, is interested in building entrepreneurial, diverse, and effective marketing teams that grow and scale alongside some of the world's most impactful consumer brands.

As a former engineer with 20+ years of experience in marketing for tech, CPG, and DTC companies, she is uniquely positioned to use data, customer insights, and integrated brand strategy to deliver industry-leading results.

Throughout her career, she has led Fortune 500 and pre-IPO companies that have scaled to millions of users, global teams, and double digit growth. She was part of the team that helped lead Dropbox through a successful IPO and truly loves that phase of hyper-growth at fast-paced, innovative companies.

When she is not leading marketing for high-growth B2B and B2C brands, she is a Venture Advisor at Relay Ventures, a frequent guest lecturer at Stanford, a keynote speaker, and guest contributor for several leading business publications. She is also an avid reader, a perpetual student, and (most importantly), a very proud parent.

Life is a team sport, we can’t go at anything alone. Being additive to people and situations not only make things fun, but it also makes things way more satisfying and meaningful.



MEDIA 7: Can you please take us through your 18+ years of helping B2B and B2C businesses grow?
KADY S.:
For as long as I can remember I have always been interested in growth. I was always drawn to logic-based problem solving, and I figured studying engineering and computer science would give me access to the new jobs being created by software companies in India at the time. My first job out of school was working for Intel as a software programmer where I learned languages like C, C++, Java, and others -- but I wanted to learn more about business, so I decided to pursue an MBA at UNC Chapel Hill, where I really discovered my passion for marketing. I ended up going into consulting for a few years because I enjoyed being exposed to all different altitudes of problems. After stints at a few different companies, I landed at Electronic Arts where I helped drive growth for their mobile business. From there I joined Dropbox as the Global Head of Growth Marketing and Integrated GTM, where I also drove demand generation for the enterprise. That ultimately led me to Owlet Baby Care, where I took on the position of Chief Marketing Officer, becoming a strategic storyteller for the company and driving global marketing efforts to build brand equity and raise awareness. What’s exciting is that I’ve had marketing responsibilities within so many different areas and business models -- entertainment and gaming, technology, connected devices, and now back to SaaS. Each of them had their special epiphany moment that contributed to where I am today.


M7: How does Klaviyo help businesses drive revenue using marketing automation platform?
KS:
Our core mission is to help businesses grow, and we do that by focusing on owned marketing channels, which most brands aren’t fully optimizing. We know by now that customers are looking for personalized experiences, so our job is to help businesses leverage the data they already have from their e-commerce platforms and integrate it into one place, which makes it easier for them to personalize their customer messages (via email and SMS), generate more conversions and ultimately, more revenue. By offering the best-personalized experiences, infinitely scalable customer infrastructure, expert guidance, and complete ownership of data and relationships, we are giving businesses a different playbook to grow faster in ways they can control.


Plenty of people never thought they would end up where they did, but almost all of them had discipline, rigor, and a deep learning mentality. Be flexible with your goals but really clear on how you spend your day/week/life.



M7: Forbes has recognized Klaviyo as one of America’s best startup employers in 2021. What has been the strategy behind achieving such prestigious recognition?
KS:
We’re ambitious, collaborative and most importantly, we’re customer-first. We believe in building a really great culture by giving all employees challenging work, hiring remarkable people, and giving everyone problems to work on that are interesting and impactful.
We focus on personal and professional learning and growth - it’s one of the cornerstones of our business. Many companies don’t invest enough in developing people, but if you’re investing in people, why wouldn’t you invest more in making them better? We are interested in helping people become the best they can be.


M7: What do you consider the biggest challenges in marketing these days?
KS:
One of our biggest challenges right now is solving the regulations on third-party data practices. Between Google delaying its cookie block until 2023, Facebook’s updated in-platform reporting data, and Apple’s new privacy updates, digital advertising as we know it, has changed. There has been a lot of disruption in our space, and we are tasked with helping our customers understand what this means for them and teaching them how to build a brand that withstands customer data privacy changes. We recently launched a campaign to help educate our customers and other entrepreneurs on these changes and will be continuing to talk about this throughout the year.


Maybe it’s programming, excel manipulation, or data analysis, but no matter your role, particularly in marketing, this will be more and more crucial in the future.



M7: What marketing channels do you use and which ones do you see as the most promising given your target customers?
KS:
After launching in 2012, Klaviyo historically relied on word-of-mouth marketing for brand awareness and visibility. Today, we’re in the midst of launching some of our first campaigns, brand activations, and influencer-marketing program - a huge milestone for the company as we look to make Klaviyo a household name. We are confident that through these campaigns, powerful PR, an engaging content strategy, as well as clever influencer marketing and strategic partnerships, we will establish Klaviyo as a sophisticated and expert partner in helping our customers grow. These channels will combine to create a seamless, holistic customer experience from prospect to long-term Klaviyo and establish the company as a brand that stands for something bigger than email or SMS.


M7: What is your advice to young women, trying to pave their way into Marketing?
KS:
I love this question. There are things five things I’d recommend to anyone trying to get into marketing:

Put yourself in uncomfortable positions: Given the speed with which the world is changing, unless you are constantly learning, you will fall behind. The best way to pack a lot of learning into a very short amount of time is to take on a job where you probably know 50% of what to do. It’s highly uncomfortable and very hard, but the only way to optimize for long-term success.

I can’t emphasize this enough - learn some hard skills: Maybe it’s programming, excel manipulation, or data analysis, but no matter your role, particularly in marketing, this will be more and more crucial in the future.

Be totally authentic: Someone famous said don't be the best, be the only. There is no point wasting time being someone else when you can be the best you possible.

Hold your goals lightly but path tightly: Plenty of people never thought they would end up where they did, but almost all of them had discipline, rigor, and a deep learning mentality. Be flexible with your goals but really clear on how you spend your day/week/life.

Be additive: Life is a team sport, we can’t go at anything alone. Being additive to people and situations not only make things fun, but it also makes things way more satisfying and meaningful.

ABOUT KLAVIYO

Klaviyo is a leading customer data and marketing automation platform dedicated to accelerating revenue and customer connection for online businesses. Klaviyo makes it easy to store, access, analyze and use transactional and behavioral data to power highly targeted customer and prospect communications. The company's hybrid customer-data and marketing-platform model allows companies to grow by fostering direct relationships with customers, without giving up their valuable data to popular big-tech ad platforms. Over 265,000 innovative companies like Unilever, Custom Ink, Living Proof, and Huckberry sell more with Klaviyo. Learn more at www.klaviyo.com.

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Sinch and Zapier expand partnership to deliver the widest range of messaging to businesses - seamlessly

Sinch, Zapier | September 23, 2022

New integration enables Zapier customers to connect existing business apps and processes to messaging channels with Sinch’s Conversation API STOCKHOLM, Sweden, and INDIA – September 22, 2022 – Sinch, a global leader in cloud communications and mobile customer engagement, today announced its latest integration with Zapier, an automation platform, to bring the widest range of messaging channels to the 5000+ business apps that Zapier supports through Sinch’s Conversation API (https://zapier.com/apps/sinch/integrations). Small and medium-sized businesses already use Sinch's MessageMedia, SimpleTexting, and ClickSend products to send SMS messages. The extended integration increases the scope for businesses of all sizes to send messages via messaging channels like WhatsApp, Telegram, or Facebook Messenger. Sinch’s Conversation API enables businesses to build, enrich and optimize omnichannel interactions with a single integration. With just a few clicks, Zapier’s millions of users — comprising sales and marketing teams, HR departments, and more — can now build simple, automated logic flows between their existing marketing apps and processes and Sinch’s Conversation API to send and receive messages via messaging channels like WhatsApp, SMS, Facebook Messenger or Instagram. This makes it much easier — and faster — for businesses to start using new messaging channels at scale. Without Sinch and Zapier, integrating new messaging channels and creating automation triggers within a business’ existing processes would require considerable time and effort from a development team, drawing on company resources and slowing down momentum. Example use cases for the integration include: Sending WhatsApp messages to a list of opted-in customers stored on Google Drive Payment confirmation messages sent via SMS when a customer makes a purchase using a brand’s Shopify instance Creation of a Zendesk ticket when a customer messages a brand via Instagram DMs With the widest range of channels on the market, and more channels to come, Sinch’s Conversation API positions Zapier users to provide true omnichannel communications to their customers and internal teams, increasing engagement and conversions. “Messaging channels are immensely important for today’s businesses — they’re where customers are most active, and where they want to connect with their preferred brands and service providers,” said Jon Campbell, Director of Rich Messaging at Sinch. “Our expanded partnership with Zapier provides users with easy access to those channels from a single integration point, reducing headaches for IT departments and laying the groundwork for a true omnichannel conversational messaging strategy.” Sinch’s MessageMedia integrated with Zapier in 2018, so that users can easily connect with other apps and automate repetitive tasks, such as sending SMS calendar notifications. Users don't need to be a developer and signup is free. Learn more about the Conversation API integration, and try it for yourself, here: https://zapier.com/apps/sinch/integrations. For more about Sinch’s MessageMedia integration, see https://integrations.messagemedia.com. About Sinch Sinch’s leading cloud communications platform lets businesses reach everyone on the planet, in seconds or less, through mobile messaging, email, voice and video. More than 150,000 businesses, including many of the world’s largest companies and mobile operators, use Sinch’s advanced technology platform to engage with their customers. Sinch has been profitable and fast-growing since its foundation in 2008. It is headquartered in Stockholm, Sweden, and has a local presence in more than 60 countries. Shares are traded at NASDAQ Stockholm: XSTO: SINCH. Visit us at sinch.com.

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CHANNEL PARTNERSHIPS

AscellaHealth Named National Association of Specialty Pharmacy (NASP) Strategic Channel Partner of the Year

AscellaHealth | September 26, 2022

AscellaHealth, a global healthcare and specialty pharmacy solutions company, is extremely honored to be named Strategic Channel Partner of the Year at the recent National Association of Specialty Pharmacy (NASP) Annual Meeting & Expo. This award is given to an organization such as a manufacturer, technology provider, GPO, Hub service provider, logistics provider, nonprofit or other that provides a service or solution to facilitate the delivery of high-quality, cost-effective specialty pharmacy care. Honored to receive this award, Dea Belazi, president and CEO, AscellaHealth says, "This extraordinary recognition by such an esteemed organization as NASP belongs to our talented team of strategic innovators with unparalleled industry experience and expertise. It is extremely gratifying to gain this unique distinction in the specialty pharmacy market and our entire organization is deserving of this hon Honored to receive this award, Dea Belazi, president and CEO, AscellaHealth says, "This extraordinary recognition by such an esteemed organization as NASP belongs to our talented team of strategic innovators with unparalleled industry experience and expertise. It is extremely gratifying to gain this unique distinction in the specialty pharmacy market and our entire organization is deserving of this honor.” AscellaHealth is part of The AscellaHealth Family of Companies: including subsidiaries Optime Care dedicated to rare, orphan/ultra-orphan disease patients and Terebellum, a global organization serving pharmaceutical manufacturers. Belazi continues, "The AscellaHealth Family of Companies provide single-source, end-to-end solutions to tighten the specialty pharmacy value chain. In the highly fragmented current marketplace with multiple vendors handling each stage of the pre-launch, commercialization, distribution and fulfilment processes, manufacturers value our one stop, consultative approach. Most importantly, we are always mindful of putting patients at the center of all our initiatives." With a focus on optimizing access to expensive specialty and rare disease medications and improving patient outcomes, AscellaHealth provides a full spectrum of cutting-edge programs and services that are valued by all stakeholders, including patients, payers, life sciences manufacturers and providers. AscellaHealth core services include pre-commercialization and market access, comprehensive Hub and patient support, exclusive distribution partnerships and national specialty medication fulfillment, data analytics, supply chain logistics and payer/pharmaceutical financial solutions. To learn more about AscellaHealth’s unique life sciences solutions, email businessdevelopment@ascellahealth.com About AscellaHealth LLC AscellaHealth is a global Healthcare & Specialty Pharmacy solutions organization serving patients, payers, life sciences manufacturers and providers, offering a comprehensive portfolio of customized, tech-enabled specialty pharmaceutical and personalized medical management services. A multiple Inc. 5000 winner, AscellaHealth’s unique, patient-centric approach is built upon proprietary technology processes for innovative programs and services optimizing health outcomes and quality of life for patients with complex chronic conditions or rare diseases that require specialty medications and/or gene and cell therapies. Most recently, AscellaHealth has joined with its subsidiaries, Optime Care and Terebellum to form the AscellaHealth Family of Companies. Visit www.AscellaHealth.com.

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