Arcane Elevates Product with New VP, Digital Strategy
Strategy is a critical part of the marketing landscape. It sits at the nexus of marketing, customers, and driving business results for clients. Arcane has always been exceptional at the execution and tactical sides of digital marketing; however, we saw an opportunity for growth on the strategic side of our organization.
In order to continue to grow our client’s reach and results, proper strategic alignment is crucial. By bringing together creative, product, and client servicing and rooting them in strategy, we can further serve the evolving business needs of our clients.
That’s why we’re thrilled to announce the addition of Amina Mattern to the Arcane family as VP, Digital Strategy.
Until recently, the digital strategy role at Arcane was not filled by one individual, but rather a team of senior leaders working collaboratively on strategic direction. It became disconnected from the day-to-day workings of our production teams and needed an update in order to bring the team toward a clear, strategic goal. We knew that it was time for a change.
“The role was created for the need to have more thought leadership in the agency on digital trends and evolve our strategic value to clients on their digital ecosystem,” Lindsay Schneider, CEO, explains. “With the digital transformation happening at lightning speed we saw the opportunity to bring someone in to help fill the gap of a diversified knowledge base of media planning and help grow our clients.”
The role of VP, Digital Strategy adds an additional level of sophistication to leadership, while also balancing out the tactics that are currently in place. By focusing on more than just the specific elements of execution, we can create a greater opportunity for cross-functional growth and innovation.
Tyler Power, VP Performance Marketing, explains that this role will help “facilitate the growth of product offerings, revenue, and client accounts.”
But the perfect candidate needed to do more than just meet the qualifications of the role. They also had to blend seamlessly into the Arcane family. Enter: Amina.
The experience, knowledge, and passion that Amina brings to her role is second to none. With a background in leading marketing strategy for some of the world’s biggest brands, she has set out to dispel the misconception that there’s a difference in thinking or quality of work from a small to mid-sized agency compared to a large conglomerate.
“The thing about strategy is that it doesn’t matter whether you’re a multi-million dollar enterprise or an SMB,” explained Amina. “There are components of growth that are applicable to all businesses – and it’s important not to lose sight of that.”
One of the ways in which this holds true is the ever-important focus on data. If something can’t be measured, it can’t be managed. Data lets us track, optimize, and adjust what matters most to our clients, while also giving us the tools to think strategically about why we’re doing what we’re doing. By providing well-rounded strategies with the data to back them up, we can be sure that our clients take advantage of the expert production team we have at Arcane.
“Everything should be rooted in data and an appropriate measurement strategy,” said Amina. “Marketing is rapidly evolving, data is ingrained in virtually everything, media options are becoming increasingly monopolized – so it’s important to think of ways to drive our clients’ businesses in new and innovative ways.”
So, what does the future hold for digital strategy at Arcane?
“Fostering a culture of innovation and risk-taking,” Amina stated when asked about her goals for the role. “Creating a team that tries new things, fails fast, and is genuinely motivated and inspired everyday. Finally, I want to challenge our clients to think differently.”
With the help of Amina, Arcane will continue to broaden our thinking and ability to deliver results for our clients.
“We need to be plugged in to what’s happening around us in the world of digital,” Lindsay explains. “The industry knowledge of this role will help us continue to challenge our thinking and push the boundaries to think outside of our comfort zone. This role will champion innovation and media mix execution to achieve performance and growth for our clients.”
The VP, Digital Strategy role will continue to see Arcane on the cutting edge of performance and growth. The exciting future of strategy awaits, and we can’t wait to see where it takes us.
Interested in learning more about Amina’s new role or our approach to digital strategy? Get in touch!