Sizmek (Mediamind) - merging the creative toolsets of 3 companies
Unicast was acquired by DG Fast Channel, a company with a leading position in ad spot delivery for linear TV stations that hoped to replicate its success in the digital advertising sphere. As such, they followed their acquisition of Unicast with the acquisition of two other leading rich media advertising companies - Mediamind (later Sizmek) and Eyewonder.
I was tapped to lead product marketing for rich media, their largest and most profitable division. The role also had a foot in product management, although the day-to-day aspects of directly managing development were handled on site in Tel Aviv.
In the year or so that I was there, I managed the analysis and recommendation of how to combine the creative authoring toolsets and APIs of the three companies, the release of a new version of the Mediamind Workshop (their ad authoring toolkit) and also released a record number of "Mediamind Blocks" - standalone components to support specific ad features.
PRODUCT STRATEGY
PRODUCT MARKETING
PRODUCT MANAGEMENT
THOUGHT LEADERSHIP
GO-TO-MARKET EXECUTION
SALES ENABLEMENT
SALES ENGINEERING
I performed a very detailed assessment and provided recommendations for the combination of the three digital ad management systems, incorporating a detailed technical analysis of client and server-side technology components, the outstanding business obligations of each company, and an in-depth understanding of competitive offerings and ad ecosystem considerations.
We released about a dozen MediaMind Blocks, pre-baked feature components that simplified the addition of specific capabilities to ads. I travelled globally to provide regional product marketing support for the release of these features and additions to the MediaMind Workshop, and also got feedback and in some cases new product ideas or even initial new feature executions from local markets.
In addition, I worked with a cross-functional team to support a major new release of the MediaMind Workshop, their toolkit for building ads.