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

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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Ingram Micro | December 12, 2023

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Business Wire | January 24, 2024

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The new Partner Specializations showcase partners’ unique strengths in the market and encourage innovative ways to continue to grow their ServiceNow practice. “Last year at this time, we made a massive commitment to our partner community by completely transforming our partner program to ensure that partners are front and center in everything we do as a company,” said Erica Volini, senior vice president, global partnerships at ServiceNow. “With the launch of Specializations, our customers can easily identify partners with the best experience and expertise they need to help solve some of their biggest digital transformation challenges.” Obtaining a Specialization will help partners in three critical areas: Differentiate among the ecosystem:Partners will receive badging that will appear across their ServiceNow profiles with increased visibility on the ServiceNow Partner Finder. 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We are excited about the enhanced benefits offered by ServiceNow and the continued focus on partners.” Jon Reynolds, Senior VP Global Alliances & Corp Development at Thirdera, a Cognizant Company:“As our company looks to further expand our work across different industries, we’re focused on differentiating our services and ServiceNow platform expertise. ServiceNow's comprehensive Partner Program provides valued guidance and incentives to improve how we advise, implement and optimize technology for businesses worldwide. ServiceNow sets a standard for what it means to be an innovative partner.” ServiceNow is also launching a brand-new partner channel on LinkedIn. Join the new social community for the latest ServiceNow partner news here. For more information on the ServiceNow Partner Specializations visit here. About ServiceNow ServiceNow (NYSE: NOW) makes the world work better for everyone. Our cloud-based platform and solutions help digitize and unify organizations so that they can find smarter, faster, better ways to make work flow. So employees and customers can be more connected, more innovative, and more agile. And we can all create the future we imagine. The world works with ServiceNow™. For more information, visit: www.servicenow.com.

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Ingram Micro Empowers Channel Partners to Innovate, Grow and Create More Value with AWS

Ingram Micro | December 12, 2023

Ingram Micro is enabling thousands of channel partners worldwide to do more with more as a Premier Amazon Web Services (AWS) Consulting Partner and an award-winning Geo and Global AWS Distributor Partner of the Year recipient. Demonstrating its deep and wide technical knowledge and professional services expertise, Ingram Micro has been honored by AWS with two high profile wins – 2023 Global Distributor Partner of the Year and North America Distributor Partner of the Year. Both awards recognize Ingram Micro for playing a key role in helping channel partners worldwide accelerate success and move businesses to AWS through all phases of complex migration projects, including discovery, planning, migration, and operations. The North America honor is a back-to-back win for team Ingram Micro. Announced during AWS re:Invent 2023, the Geo and Global AWS Distributor Partner of the Year Awards shine the spotlight on Ingram Micro’s high-performing team and continued investments in advanced AWS technical talent, professional services and cloud migration competencies. “Through a strategic alliance with AWS, Ingram Micro has played a pivotal role in empowering Keystone Technologies to take the lead in healthcare EHR data solutions,” says Andy Belval, Chief Revenue Officer, Keystone Technologies. “Ingram Micro’s expertise in cloud solutions, coupled with a dedicated relational partner approach, not only enhances their own business value but also significantly contributes to Keystone Technologies’ ability to deliver better outcomes and cost savings for our healthcare customers.” In 2023, Ingram Micro’s AWS business continued to grow with more and more partners leveraging Ingram Micro to progress through their AWS Partner Network (APN) journey. Ingram Micro navigates AWS partners through APN programs while also expanding their services capabilities including assessment, design, deployment, and management of cloud migrations with greater speed. Additional differentiators to Ingram Micro’s success with AWS channel partners include its wide and deep executive relationships, as well as its Center of Excellence, strategic acquisitions of technical talent, and expansion of its Professional Services portfolio as it relates to cloud and migration services. “Ingram Micro’s early adoption of Cloud, understanding of an entrepreneur's needs and focus on the success for us to become one of their largest AWS resellers is what we were looking for in a distribution partner to grow our business and improve our value in the eyes of our customers,” says Dao Jensen, CEO of Oak Rocket. Ingram Micro provides channel partners access to experienced talent and professional services that can help them accelerate the customer cloud adoption journey including the technical personnel, tools, education, technology, and technical support needed to ideate, deploy, and manage AWS solutions. “AWS is a gold mine of opportunity for an MSP yet remains a heavy lift for most,” says Duncan Robinson, vice president, growth partnerships, Ingram Micro. “We’re here to help our channel partners optimize their sales cycle and effectively design, deploy, and manage AWS solutions that improve the customer’s experience, performance, reliability, and agility, while reducing the total cost of ownership.” Ingram Micro’s long-standing and successful relationship with AWS includes earning several AWS Competency and AWS Service Delivery designations in recent years, including being the first global distributor to earn the AWS Migration Competency and more recently being awarded the AWS Data & Analytics Competency. Other designations include the AWS Cloud Management Tools (CMT) Competency, the AWS DevOps Consulting Competency, and the AWS Config Service Delivery designation. “The experience that Mxmart has had working with Ingram Micro as a strategic partner of AWS has been fundamental for our growth,” says Dario Gomez, CEO Mxmart Solutions. “The support we’ve received technically, commercially, and via programs has added invaluable strength to our company.” About Ingram Micro Ingram Micro is the business behind the world’s brands with the ability to reach nearly 90 percent of the world’s population. Our diverse solutions portfolio includes advanced and specialty solutions, cloud, mobility, and commercial/consumer technologies, while enabling a global circular economy with full-service IT Asset Disposition and reverse logistics and repair services. Leveraging investments in technical, financial, and marketing resources, Ingram Micro helps customers run their businesses better and grow their technology practices faster. Ingram Micro operates in 59 countries and reaches close to 200 countries. We have approximately 26,000 associates committed to providing our more than 161,000 customers and 1,500 vendor partners worldwide with a superior experience. Our fully digital, AI-driven business platform, known as Ingram Micro Xvantage™, eliminates the friction of doing business in IT and allows our customers to have a more insightful experience both buying and managing technology. We are also fully committed to being a global steward with world-class ESG practices.

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Procure IT Names Tech & Channel Marketing Veteran Brian Leonard as Chief Marketing Officer

Procure IT | January 05, 2024

Procure IT, a game-changing data-driven IT procurement company, announced today that it has named Brian Leonard, an 18-year technology and channel marketing veteran and former Vice President of Marketing for RapidScale, as its Chief Marketing Officer. In his new role, Leonard oversees the creation and management of Procure IT's marketing strategy, including digital marketing, strategic leadership, brand management, market research, sales collaboration, customer engagement, public relations, data analytics, budget management, and marketing team leadership and development. "Brian Leonard and many of the Procure IT team members have extensive experience working together to build and successfully sell RapidScale," said Randy Jeter, Procure IT Co-founder and Managing Partner and former CEO of RapidScale. "We know and respect each other well and can hit the ground running to develop and execute Procure IT's marketing strategy to drive rapid growth and shareholder value." Leonard is a data-driven technology marketing leader with nearly two decades of experience leading, growing and managing international marketing teams. Previously, Leonard led marketing operations for technology providers, such as RapidScale and ujet.cx, and technology services distributors (TSDs), including Intelisys and AppDirect. Leonard has also consulted with many technology, software as a service (SaaS) and telecommunications firms on marketing strategy and execution. "I've run marketing on every angle of the technology advisor ecosystem, including distributors, platforms, agents, consultants and technology vendors," said Leonard. "I've spent my career helping small and midmarket companies scale their marketing organizations and positioning. I'm excited to reconnect with Randy Jeter and other members of the RapidScale team to drive revenue growth for Procure IT." In addition to his role at Procure IT, Leonard serves as an advisor for several SaaS and platform organizations, including the SaaS Ecosystem and Business School (SEBS), Product HQ and Squibler AI. Leonard is certified in MEDDPIC Sales Methodology, Pragmatic Product Marketing, Demandbase ABM and Revenue Architecture School. About Procure IT Procure IT, the data-driven IT procurement and management company, simplifies IT sourcing and expense, performance and risk management for businesses of all sizes – from small and medium businesses (SMBs) to global enterprises. Procure IT leverages decades of expertise in technology sourcing, relationships with more than 350 IT suppliers, proven processes and a proprietary CX software platform to help business clients save time and money while ensuring they have the technology they need to succeed in a competitive marketplace. Procure IT advises more than 3,000 businesses nationwide, speeding sourcing by 5X and reducing spending by 25 percent. For more information, visit www.procureit.com or engage with us on LinkedIn.

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