Q&A with Jaime Punishill, CMO at Lionbridge

MEDIA 7 | August 26, 2019

Jaime Punishill, CMO at Lionbridge is an innovative marketing, channel, and product executive with a proven track record for finding blue ocean strategies and delivering scalable business operations.

Jaime is also an expert in operationalizing design thinking, translating new concepts and trends into workable business plans and operations, and delivering pragmatic innovation within a large enterprise.

MEDIA 7: Could you tell us about your role and journey into marketing?
JAIME PUNISHILL:
As Chief Marketing Officer for Lionbridge, I oversee brand, demand gen, corporate communications, marketing, and customer research. Interestingly enough, I’m not a classic marketer by training. I have spent most of my career on the product side and in digital transformation. I’ve been doing that since the mid-1990s. At some point, it became clear that marketing was the next area that universal digital transformation was going to overtake, and areas like user experience and many other digital functions that had been done separately were going to move under the remit of marketing. I slowly moved into the marketing universe and helped with big digital transformation in my previous company. That led me to take on all our brand, advertising, and integrated marketing. In that way, I ended up with a more traditional marketing role, and that led me to Lionbridge.

M7: As a CMO, what are the biggest challenges you face?
JP:
One of the biggest challenges is the unbelievable explosion in the martech space. I get over 300-400 emails and dozens of phone calls every day from different vendors who are trying to push different tools to help optimize the new digital experience. Keeping track of the rapid pace of evolution and trying to integrate all those tools is single-handedly probably one of the biggest challenges for CMOs. It swallows historical challenges, like getting the company to buy into a new understanding of the digital universe, or getting people to appreciate customer research and customer feedback.
These are always challenges, but they are all lower in scale now than just sheer digital transformation and the volume of tools and resources that accompany that transformation. There’s so much noise, and it’s really hard to tell what’s real and what’s not real.


"Keeping track of the rapid pace of evolution and trying to integrate all those tools is single-handedly probably one of the biggest challenges for CMOs."

M7: What was the most successful marketing campaign you have ever worked on? What made it so successful?
JP:
In my previous organization, we led a re-brand of the company in its first-ever national advertising campaign. That meant we weren’t constrained by existing rules and assumptions about how things had to be done, so we were able to quite creatively and innovatively harness several digital channels in a way that many of our competitors hadn’t. In terms of revenue or asset flows, new customers, traffic to the website and just about every other metric, it was a tremendous lift. That’s probably the single-most effective marketing campaign I’ve worked on, and it was completely comprehensive. It had a brand component, a communications component, a community component. It had very specific direct targeting and campaigns along with a goal of raising basic awareness. We were targeting by social media profile and audience. I think it was successful largely because it was multi-faceted and end-to-end.

M7: At Lionbridge, how do you see AI evolving with digital media?
JP:
For AI, we are still really in a hype-cycle. There is absolutely no doubt that AI and everything that falls under its purview will have a profound impact on the scale, data, and decisions we are able to process as marketers. The number of simulations and tests we will be able to run to optimize a campaign or project pre-launch, plus the ability for us to pivot real-time and use new insights, will be absolutely profound. But I think we are still very early in the journey. There’s more hype than substance right now. I’m not skeptical about AI’s eventual impact at all. But right now, the tools are not mature, and we are not mature in our understanding of AI, even regarding some of the most impactful ways to use it. So, I’m super optimistic over a 3-5-7-year period. But, I’m very skeptical over a 6-12-24-months period.


"AI and everything that falls under its purview will have a profound impact on the scale, data, and decisions we are able to process as marketers."

M7: How does the acquisition of Gengo strengthen Lionbridge’s position in machine learning?
JP: We are one of the world leaders in AI training data services. The fuel that makes AI work effectively is incredibly high volumes of high-quality data. And the problem is, as we know, most organizations have not done a good job being stewards of their data. Their data exists in lots of places, their data is not clean, it’s not annotated or mapped, there’s no organizing taxonomy around its structure. CDPs are still relatively early for a lot of folks, and so the catch is that you have lots of data, but that data may be largely unusable. Sort of like, there is a lot of oil in the ground, but just because the oil is in the ground doesn’t mean you have gas that works in your car or in a plane. A lot has to happen to refine it, to get it ready. The same is true with data “fuel.”

The good news is that we are one of the world leaders in helping companies refine their data so it’s usable in training their AI systems. Identifying and collecting data, and giving that data meaning, for example, is it metadata or actual data, is that an important variable or not an important variable, etc., is an integral step in the machine learning process. We help companies collect data, organize it, give it meaning so it can best feed our customers’ AI platforms.

We do this by activating our one million-strong SmartCrowd. The Gengo platform really helps us create a scalable system that will allow more companies to be able to improve the quality of their AI training data and, in turn, the quality of their AI.

M7: How do you stay updated on the latest trends in marketing technology?
JP: 
I read a lot. I get a couple of hundred emails a day. Part of that is because I sign up for lots of different sources of information. I think you have to consume a tremendous amount of information right now to pull in all the weak signals. And I probably dedicate more of my days than I would normally to looking at new capabilities just to keep me informed and up-to-date. This allows me to get a sense of when I think something is at a point where we can use it and harness something early for a strategic advantage.


"Most organizations have not done a good job being stewards of their data. Their data exists in lots of places, their data is not clean, it’s not annotated or mapped, there’s no organizing taxonomy around its structure."

M7: What are the top 3 trends that you foresee for 2019 going into 2020?
JP:
We are going to hear more about AI. We will see more examples of it not working in the next 18 months than we will see examples of it working, but I think that’s a short-term phenomenon, and we will work out the issues.

I think there is absolutely no doubt that we are going to see an increase in the production and consumption of video and its import in the production cycle. People are consuming more and more videos, and even B2B buyers are much more heavily consuming videos as a way to absorb a lot of information in a pretty short period of time. In 2-3 minutes, you can convey a lot more, and frankly people can understand a lot more than if they spend 20 minutes reading a whitepaper or something of that nature.

And clearly, voice search is on a big rise. There are a couple of key reasons for that. If you think about the US workforce, half of it now only knows a universe where Google is the dominant information organizational paradigm. Pair that with the sheer explosion of speech applications and devices, whether in your home, in your car, or in your hand—today, every phone is speech-enabled. It’s clear that all the large players are investing a tremendous amount of effort into proving the quality of voice search, and an increasing number of users are speaking to a device or multiple devices to get information. That’s a real challenge for organizations and marketers, because the way people speak to their device and physically ask for information is not the same as how they type a query into a search engine. So, the whole way in which we optimize and organize for search results in a voice-search world is quite different than in a text-based or type-based universe.  

M7: What is your superpower?
JP:
I’m not really sure I have a superpower. But there’s something I think I do that seems to be more of a struggle for some others. I’m able to assemble a collection of weak signals to predict what is going to happen before it happens. I really believe all the information is there, but I seem to be able to use that information to make some good bets about what the future holds.

ABOUT LIONBRIDGE

Lionbridge partners with brands to break barriers and build bridges all over the world. For more than 20 years, we have helped companies connect with global customers by delivering marketing, testing and globalization services in more than 300 languages. Through our world-class platform, we orchestrate a network of 500,000 passionate experts in 5,000-plus cities, who partner with brands to create culturally rich experiences. Relentless in our love for linguistics, we use the best of human and machine intelligence to forge understanding that resonates with our customers’ customers. Based in Waltham, Mass., Lionbridge maintains solution centers in 27 countries. Learn more at www.lionbridge.com.

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Roku, Inc. | September 23, 2022

Today, Roku, Inc. (Nasdaq: ROKU) announced that three senior executives have been named as presidents of the company’s media, devices, and consumer experience business areas. Media industry veteran Charlie Collier will be joining Roku as President, Roku Media, effective in late October, based in New York. Under Collier’s leadership, Roku Media will reinforce Roku’s commitment to serving advertisers, content partners, and consumers across Roku’s market-leading streaming platform. In addition, Mustafa Ozgen and Gidon Katz are being elevated from their current senior vice president roles at Roku. Ozgen will now serve as President, Devices, and Katz will now serve as President, Consumer Experience. Collier, Ozgen, and Katz will report to Anthony Wood, Roku Founder and CEO. “As Roku grows internationally, these positions will help bring more focus to key areas of our business as the global shift to streaming continues,” said Anthony Wood, Founder and CEO, Roku. “As Roku grows internationally, these positions will help bring more focus to key areas of our business as the global shift to streaming continues,” said Anthony Wood, Founder and CEO, Roku. “Charlie, Mustafa, and Gidon bring extensive industry knowledge and leadership experience to Roku. I look forward to working with them and their teams as we continue to innovate and build our position as the #1 TV streaming platform in the U.S., Canada, and Mexico* and our overall global footprint.” In his new role, Collier will oversee the growth and evolution of Roku Media globally, which includes ad sales and Roku’s ad platform business as well as content for Roku’s owned and operated channels, including The Roku Channel. Collier brings over 25 years of experience in media business leadership and transformation. He currently serves as the CEO of FOX Entertainment Group, where he is responsible for driving the overall vision and business at FOX Entertainment. He oversees the FOX network, FOX Alternative Entertainment, and FOX Entertainment Studios. He helped position the company as a leading content creator with a leadership position in ad-supported direct-to-consumer streaming. He contributed to growing Tubi, raising its profile and increasing the AVOD services original content offering. He also has helped lead several other business transformation initiatives, including TMZ, the founding of Studio Ramsay Global, the launch of Blockchain Creative Labs, and the acquisitions of Bento Box Entertainment, the animation company behind “Bob’s Burgers,” and indie studio MarVista Entertainment. Previously, he held senior roles at AMC Network, Court TV, Oxygen, and A&E Networks. During his tenure at FOX and AMC, both networks experienced increases in key business metrics, including ad revenue and ratings, Emmy Award-winning programming, and expansion of their digital platforms. Alison Levin, Vice President, Ad Revenue and Marketing Solutions; Louqman Parampath, Vice President, Ad Product; Mirjam Laux, Vice President, International Advertising and Content; and Rob Holmes, Vice President, Programming will report to Collier. Collier will also collaborate on commercial strategy with Tedd Cittadine, Vice President, Content Partnerships, who continues to lead Roku’s relationships with third-party apps and streaming services, and Gil Fuchsberg, Senior Vice President, Corporate Development & Strategic Partnerships, to whom Cittadine will continue to report. “There is a tremendous opportunity to further accelerate and evolve Roku’s business as the streaming platform built for advertising, and Charlie is the ideal person to help us capitalize on the moment,” said Wood. “He is a proven leader who brings vast experience, a history of evolving businesses, strong creative instincts, talent relationships, and a track record of driving revenue and growth. He will play an integral role in helping us achieve even greater success as a next-generation media company.” “Roku is a pioneer in streaming television and has achieved scale and significant relationships with our partners that will continue to be unique and valuable at this pivotal time in the industry,” said Collier. “As a partner of Roku, I’ve seen firsthand the power and potential the platform provides advertisers, partners, content creators, and consumers. I’m eager to work with Roku’s talented team to continue to innovate, grow, and bring the company and its partners to the next level.” Prior to joining FOX, Collier was President and General Manager of AMC, SundanceTV, and AMC Studios, overseeing the creative and business operations of all three divisions. While he was at AMC, the network and business transformed, growing all key metrics and scoring creatively with hits including the Emmy Award-winning "Mad Men," "Breaking Bad," and "The Walking Dead." Collier also held business and sales roles at Oxygen Media, A+E Networks, and TeleRep. Since 2019, Collier has been named to The Hollywood Reporter 100, the publication’s list of the most powerful people in entertainment. He is regularly featured in Variety’s edition of Variety500, an index of the 500 most influential business leaders shaping the global media industry. Gidon Katz, President, Consumer Experience, who joined Roku in 2022 as senior vice president of Consumer, leads Roku’s Consumer Experience team, overseeing product, customer journeys, editorial, customer marketing, payments, and merchandising. Prior to joining Roku, he was President of Direct to Consumer for NBCU, launching Peacock in the U.S. Before moving to the U.S., Gidon led Sky’s streaming service Now for six years, having previously launched Virgin Media’s VOD service. Mustafa Ozgen, President, Devices, joined Roku in February 2019 as senior vice president and general manager of account acquisition, overseeing key programs like Roku TV, Roku Players, Roku Ready Soundbars, and more. Ozgen joined Roku from SmartKem, a producer of semiconductors used in flexible displays, where he served as CEO. Previously, he served as CEO of QD Vision, a nanotechnology materials company, which was acquired by Samsung. Earlier in his career, Ozgen held senior management and engineering roles at Sigma Designs, CSR, Zoran, Oak Technology, TeraLogic, and WindRiver Systems. He also served for seven years as an officer in the Turkish Navy. About Roku, Inc. Roku pioneered streaming to the TV. We connect users to the streaming content they love, enable content publishers to build and monetize large audiences, and provide advertisers with unique capabilities to engage consumers. Roku streaming players and TV-related audio devices are available in the U.S. and in select countries through direct retail sales and licensing arrangements with service operators. Roku TV™ models are available in the U.S. and in select countries through licensing arrangements with TV OEM brands. Roku is headquartered in San Jose, Calif. U.S.A.

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Targetspot Doubles Down on Podcasts

Targetspot | September 23, 2022

Targetspot (formerly AudioValley) (Paris:ALTGS) (Brussels:ALTGS), a global player in AdTech and digital audio monetisation, is strengthening its position in podcast monetisation by adding new resources to its US marketplace and entering into a series of partnerships in the UK and France. A particularly dynamic segment of the digital audio industry, podcasts are now a major growth area for the Group. In North America, the Targetspot podcast marketplace has been refined to fully meet the expectations of advertisers who are attracted to this immersive and engaging medium and are looking to buy space from multiple podcast publishers. It now offers them a transparent environment to deliver massive, targeted campaigns at competitive prices. Dominick Milano, SVP, Sales, and Business ​Development North America : “As we have continued to expand our podcast supply, we have simultaneously been improving both show level transparency and category accuracy. This means buyers can have further confidence in buying what they are targeting, and having greater visibility in the actual shows where ads are running.” Dominick Milano, SVP, Sales, and Business ​Development North America : “As we have continued to expand our podcast supply, we have simultaneously been improving both show level transparency and category accuracy. This means buyers can have further confidence in buying what they are targeting, and having greater visibility in the actual shows where ads are running.” The Targetspot podcast marketplace now reaches over one billion monthly impressions in North America from renowned publishers such as Spreaker, Empire, Salem, Bonneville or CBC, with a catalog of over 56,000 different podcasts. Two new partnerships in the UK In the UK, partnerships with two new publishers, Sport Social Podcast Network and WIZARD Radio Media, will expand advertising inventory with topics that are popular with advertisers and agencies. Targetspot now offers them the opportunity to reach a wide-ranging audience of sports fans through its alliance with dedicated podcast specialist Sport Social Podcast Network. With WIZARD Radio Media, which broadcasts the most popular teenage web radio station in the UK, Targetspot is strengthening its focus on the "Generation Z" target group through high-quality podcasts. A stronger position in native podcasting in France Already a key player in the monetisation of radio replay podcasts through its exclusive partnership with Radio France, Targetspot is strengthening its catalogue of digital native podcasts in France and Belgium. The Group is marketing three new programmes produced by Paradiso Media and Brut (100% digital media designed for social networks), which had an excellent summer performance on listening platforms. Targetspot has also partnered with the French platform Audiomeans, the leading independent podcast hosting and distribution company in terms of listening volume. Group Chairman and founder Alexandre Saboundjian comments : “Revenues from podcasts made up 28% of Targetspot's turnover in the first half of 2022, compared to 19% for the whole of 2021. The many partnerships forged in recent weeks will further accelerate our increasing influence in this high-potential channel. Podcasts bring together an audience that is both highly engaged and highly qualified, offering agencies and advertisers unprecedented targeting capabilities. With its turnkey Targetspot Podcast Marketplace solution, our Group has become a key player in podcast monetisation.” About Targetspot Targetspot, an AdTech group company listed on the Brussels and Paris stock exchanges, has been a leader and pioneer in digital audio since 2007. Targetspot connects brands to their target audiences via an inventory of leading publishers across all areas of digital audio. Through its proprietary technologies, Targetspot provides end-to-end integration between advertisers and publishers, for contextually targeted, cookie-free campaigns involving both direct and programmatic buying. Targetspot is also a leader in audio streaming, its Shoutcast brand enabling over 85,000 radio stations to be streamed online. Targetspot is operational in 9 countries and employs around 100 people worldwide.

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