experience matters

Pulling directly from Shaina’s CMVP nomination last October,

“She’s done an amazing job of juggling multiple client demands, team demands and office demands over the past couple of months. Marketing Science thinking is a key component of our new business wins and a growing component of day-to-day client deliverables. She delivers great insights, is a strong team leader, and continually reinforces her delivery with an attitude that clients and team members really appreciate.”

So it’s no question she is the Critical Mass CMVP of the Year for 2009. But let’s spend some time getting to know her a little better. Here are 10 Qs with Shaina.

1. What is your role at CM? How do you spend your days?

I am the Group Marketing Science Director, running the line of business for all offices. CM was in need of a more advanced analytics practice, so I wrote a business plan from my experience and research and executed against it. The vision was to ensure our clients get the most for their money working with us, our consumer gets the best experience, the product is the best we can deliver and our analysts have a highly engaging/challenging career at CM. Those were the 4 key components to drive the whole line of business. To date, we have 65% of CM accounts covered, a team of 15 people (and 6 more open positions).

I spend my days talking to people on the team [management] and selling during the day, planning operations and bigger picture analysis/strategy at night. 75% of the time I am travelling. I even have my own apartment in Calgary because I spent 6.5 months there last year. (Plus1 month in Amsterdam. Only 4 month at home here in Chicago!)

In a nutshell, it’s like I get to run my own business inside of a massive business and it’s very motivating.

2. Why do you think you were you nominated as a CMVP?

I suppose it’s because I built a successful line of business. Or maybe that’s why I was picked as CMVP of the Year. I think I was originally nominated because I had a very challenging month last fall. Sometimes, survival is extraordinary. That was when I was taking over solitary ownership of the entire group. It was challenging, but it helps that I love what I do so much.

3. What is the greatest thing about CM culture?

The people, themselves. I couldn’t work this much if I didn’t really like everyone who works here. I’ve worked at many agencies and with hundreds of people over the years and no one is like this collective group. The executives are so supportive and friendly. The Canadian heritage is rare and wonderful. Great work. Amazing roster of clients. All in all, it’s just a unique and ideal environment.

4. What drives you? What are you inspired by?

Finding the answer to “why?” and proving that what we’re doing is actually bringing value. Showing that everything we do at this company is actually worth something and can always be improved. That’s very compelling. Another big one is getting people to think–stop them and get them to think before they take action.

More about Shaina

“Half the money I spend on advertising is wasted; the trouble is I don’t know which half.”

- John Wanamaker

I can’t stand that quotation.

Even today, it is bandied about as though it has any meaning in the current world of (online) marketing. It contained some truth when it was first said, but today it just identifies the lazy marketers in our midst.

Why the vitriol? It’s because almost everything is becoming measurable. Now, there is no reason to claim ignorance to analytics – we are swimming in data.

But that might be the problem. As the recession continue to apply pressure to all industries (and on advertising and marketing more than most I would venture) there is a redoubled focus on return on investment (ROI).

And this is wonderful. The online channel is made to justify advertiser’s investments. But the advent of social media has thrown a monkey wrench of sorts into the works. How do we define ROI in a web 2.0 world? How has the landscape changed and how can we plan for tomorrow?

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