A Day in the Life: How Behalf’s head of marketing keeps a cross-border team innovating
- "When you work on a global team, it’s super important to be there for your colleagues . Otherwise, you end up as a bottleneck to progress."
- Outstanding real-time communication lies at the heart of Eastman's cross-border marketing strategy.
7 a.m.: After this I go offline for an hour to get my kids ready and take them to school. This is either the best part of my day or the most challenging part of my day, depending on the day.
8 a.m.: My day in the office typically kicks off in high gear with video conference collaboration sessions with our Israeli office colleagues until noon. At Behalf, we establish “Squads” of cross-functional teams to tackle our strategic priorities. As head of marketing, it’s my job to bring the customer focus to the squads and ensure we are building for consistent, cross-channel delivery of engaging experiences. Today, for instance, we are reimagining the way our customers pay another business for the first time via our platform. We have a lot of fun kicking around new ideas (though I am certain some of my best jokes are getting lost in English to Hebrew translation).
4 p.m.: Time to review some web analytics. We recently relaunched behalf.com, and are in process of A/B testing our conversion experience, as well as optimizing our content for search -- exciting times for a marketing geek! Once I’ve got what I need from the world wide web, I touch base with my team to share insights and make a game plan for the week.