In our blog series “Life in Adtech” we’re showcasing the different ways in which StackAdapters are driving innovation in adtech, and creating a progressive tech culture. From using modeling and data to create advanced algorithms to building stylish and robust user interfaces, everyone at StackAdapt is contributing to evolving the StackAdapt platform and providing the best product and service to our clients.
This month features Andrew Norrie, Director of Business Development at StackAdapt. In this post, we will get an inside look at his journey into adtech, his role at StackAdapt, and how his team benefits and supports potential StackAdapt users.
How did your journey into adtech begin?
I kicked off my career in the nonprofit sector, but realized after a couple of years that it wasn’t the right fit for me. When I looked back at my work experience and education, I realized that the roles where I was problem solving and relationship building were the ones that I thrived in.
After my first interview at StackAdapt, I knew it was at the right place for me. Adtech interested me because I’ve always been curious to learn more about the science and tech behind effectively marketing a product or idea. After being introduced to StackAdapt as a player in the space, it was clear this was an organization doing things differently, for the best, and that was very exciting!
What is the main focus of your role in Business Development?
The Business Development team is responsible for introducing a complex and powerful advertising platform to new prospects across a variety of industries and verticals. It can be a tough role that requires a lot of support. That’s where I come in.
My job as Director of Business Development is to support the team. This includes providing micro-level support like product knowledge, relationship building advice and strategies, personal support, feedback, and training. I also provide macro-level support like executing quarterly and annual plans, and hosting team-wide education calls.
How does your team provide a first point of learning for new StackAdapt users?
The goal of our business development team is to educate potential new StackAdapt users so that they feel prepared to tackle the platform with confidence! We make sure to get a thorough understanding of who they are, what their goals are, and their pain points. From there, we’re able to help uncover the problems they’re facing with their digital advertising initiatives, and give them insight into how they can leverage the StackAdapt platform to solve those problems.
How does research factor into your team’s work?
You can’t solve a problem well without first doing your research. My team knows the StackAdapt platform in detail, and can educate others about a wide range of solutions for any vertical and any advertising goal. It’s because of the research we do for each potential brand or industry that enables the business development team to provide solutions that are unique to each advertiser’s needs.
What programmatic trends do you expect to see gaining traction in the coming months?
I’m noticing that everything from the pillars of programmatic, like native and display, to newer channels like connected TV (CTV) and audio, are gaining traction. I think the attention on CTV and audio is increasing in particular because they give advertisers the ability to target in-market customers instead of old-school “spray and pray” methods with radio and broadcast television. These channels will become more and more critical for advertising success as the industry grows.
What is the most rewarding part of leading the Business Development team at StackAdapt?
The most rewarding part is definitely watching my team grow and succeed. The Business Development team is so special because the folks that really dedicate themselves to solving problems, prospecting effectively, and building quality relationships with the major players in our space always do phenomenally well.
I love seeing team members go from their early training calls to gaining their confidence in educating potential StackAdapt users and building relationships. It’s really special to be part of the team that supports them as they find their stride.
It’s even more rewarding to see how they grow beyond their role, moving on to different roles across other StackAdapt teams. They’re meaningfully developing their careers using the confidence, knowledge, and relationship building pillars they learned as a Business Development Representative, and witnessing that can’t be beat!
Interested in joining StackAdapt? See our open roles and apply, here.
In each new addition, we will be highlighting our teams and employees in our “Life In Adtech” series—stay tuned for more!