Our profile feature takes a look at some of the global professionals working across performance marketing. It aims to shed light on the varying roles and companies across the flourishing industry. This week we head to London to meet Fiona Smith.
In one sentence, how would you describe your company?
Wywy is a fast moving, dynamic and innovative company which is leading the TV ad syncing industry. We enable brands to maximise ROI on their TV ad spend, while analysing the impact of TV advertising in this complex digital era.
What are the company’s unique selling points?
Our technology has the unique ability to connect TV advertising to a second screen, such as a mobile device. This enables brands to recapture the attention of distracted TV viewers and tell a seamless story, encompassing TV, social (Facebook), search (Google), standard display, and the brand’s website. We also provide real time TV airing analytics that hold TV accountable by digital metrics.
Within the last six months / year, what stands out as the company’s major milestones?
It’s been an exciting time as the UK team launched just nine months ago. I’ve seen the industry progress from being unaware of what TV syncing is, or even being able to pronounce our company’s name (it’s pronounced ‘why-why’), to witnessing major brands and agencies talking about us.
Our partnership with Facebook and Google has also been a game changer, allowing TV, social and search sync to launch for the first time ever and connect TV to major partners, platforms, and devices. It’s been an incredible nine months!
Duration in current role:
One year in June.
Where are you based?
West End of London.
Previous performance marketing-related companies you have worked at:
I’ve had the privilege of many diverse positions across the largest global media agencies, as well as having the honour of working with some of the world’s most prestigious brands. I previously worked at Microsoft for four years as the EMEA agency director, which saw me working across 33 markets globally.
What are your main job responsibilities?
I’m the UK country manager at wywy, which covers a large range of duties – part of the fun of working at a new adtech start up – but my main objective is to make wywy the ‘must-have’ on every media plan. Other duties include business development with strategic media partners, global agency trading agreements, marketing, and building key agency and client relationships.
Take us through what you get up to on a typical working Monday:
There are two words to describe my typical day – organised chaos.
My day begins at an ungodly hour of 5:30am, accompanied by copious amount of coffee. Morning tasks usually include catching up on emails and putting together sales reports for our CEO. I then attend a selection of meetings at various agencies, where I discuss a vast array of topics – from strategic partnerships, the integration of our technology, white labelling opportunities, global trading deals and briefs, to education sessions with the relevant client teams about digital, programmatic and our TV sync products. Back-to-back meetings mean I usually eat lunch in a taxi and by the time 6:00pm arrives I am able to spend time catching up on my ever-growing inbox and admin tasks. My day usually ends at around 10:30pm, when it’s time to get some sleep ready for another busy day.
What top three websites can you be found browsing during your lunch hour?
Soul enlightening content, to remind myself that I’m not saving lives or solving world peace – I’m just selling media. That usually means checking Facebook, National Geographic, or thedodo.com for some inspiring dancing pony videos.
What are your top three tips for someone looking to get their hands on a job like yours?
I’m a perfectionist when it comes to detail; I hate assumptions, and love preparation. I’m also a true believer in the saying: “If you fail to plan, you plan to fail.”
Women should ignore industry beliefs, social conventions and expectations – no matter who or what tries to change you just stay true to who you are and believe in yourself. Be persistent, never ever give in, fight for what you believe and it will all pay off!
Career-wise where do you see yourself in three years’ time?
I don’t have time to chase a job title or role. I believe that good things happen to people who get their head down, get the job done and earn the respect of the people around them.
Ultimately, I see myself at wywy, pushing the company to a whole new level, empowering my team and achieving more amazing things with this innovative and dynamic business.
Tell us one thing people at work don’t know about you:
I’m pretty open so my team knows most things about me, although something does spring to mind – I was once rescued by the Ecuadorian army from a mudslide in the Amazon, which appeared on live TV. My 15 minutes of fame!