Tim Hsia & Neil Devani
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Welcome to this transcribed version of The Operators. TechSwitch is starting to publish podcasts from trade specialists, with transcriptions out there for Extra Crunch members so you possibly can learn the dialog wherever you’re.
The Operators options insiders from firms like AirBnB, Brex, Docsend, Facebook, Google, Lyft, Carta, Slack, Uber, and WeWork sharing their tales and recommendations on tips on how to break into fields like advertising and marketing and product administration. They additionally share finest practices for entrepreneurs on tips on how to rent and handle specialists from domains exterior their very own.
This week’s version options Christiana Rattazzi, Head of Technology Marketing at WeWork, the main coworking firm that has raised over $8 billion and has a valuation of $47 billion and a rumored IPO impending. Also becoming a member of the present is Elenitsa Staykova, VP of Marketing at Brex, one other fast-growing unicorn, lately valued at over $2 billion, that’s the main supplier of bank cards to startups and tech firms.
In this episode, Christiana and Elenitsa clarify how advertising and marketing works, tips on how to get into and succeed within the discipline of selling, and the way founders ought to take into consideration hiring and managing the advertising and marketing operate. With their experiences at two of tech’s greatest and most modern entrepreneurs, WeWork and Brex, this episode is full of broad views and deep insights.
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Neil Devani and Tim Hsia created The Operators after seeing and listening to too many heady, philosophical podcasts about the way forward for tech, and never sufficient consideration on the sensible day-to-day work that makes all of it occur.
Tim is the CEO & Founder of Media Mobilize, a media firm and advert community, and a Venture Partner at Digital Garage. Tim is an early-stage investor in Workflow (acquired by Apple), Lime, FabFitFun, Oh My Green, Morning Brew, Girls Night In, The Hustle, Bright Cellars, and others.
Neil is an early-stage investor based mostly in San Francisco with a concentrate on firms constructing stuff folks want, options to very onerous issues. Companies he’s invested in embody Andela, Clearbit, Kudi, Recursion Pharmaceuticals, Solugen, and Vicarious Surgical.
If you’re all in favour of beginning or accelerating your advertising and marketing profession, or tips on how to rent and handle this operate, you possibly can’t miss this episode!
The present:
The Operators brings specialists with expertise at firms like AirBnB, Brex, Docsend, Facebook, Google, Lyft, Carta, Slack, Uber, WeWork, and so forth. to share insider recommendations on tips on how to break into fields like advertising and marketing and product administration. They additionally share finest practices for entrepreneurs on tips on how to rent and handle specialists from domains exterior their very own.
In this episode:
In Episode 4, we’re speaking about advertising and marketing. Neil interviews Christiana Rattazzi, Head of Technology Marketing at WeWork, and Elenitsa Staykova, VP of Marketing at Brex.

Neil Devani: Hello and welcome to a different episode of The Operators, the place we be taught from the folks constructing the businesses of tomorrow. We publish each different Monday and you’ll find us on-line at www.operators.co. I’m your host, Neil Devani, and we’re coming to you as we speak from Digital Garage right here in downtown San Francisco.
Joining me is Eli Staykova, Vice President of Marketing at Brex. Brex is the company bank card for start-ups, one of many quickest firms to succeed in a billion greenback analysis, having launched barely two years in the past, and its prospects embody Y Combinator, Flexport, SoFi, and lots of, many different startups.
Also becoming a member of us is Christiana Rattazzi, the top of enterprise know-how advertising and marketing at WeWork. WeWork, with virtually 10 billion {dollars} in financing to this point, additionally counts main firms and startups amongst its tons of of hundreds of consumers. The agency is reportedly the most important leaseholder in New York, London, and Washington DC and has a footprint in virtually 100 different nations.
Eli and Christiana, thanks for becoming a member of us. Just to begin, for those who can share with our listeners about yourselves, somewhat bit about the place you’re from and the way you bought into advertising and marketing, that’d be nice.
Christiana Rattazzi: Happy to guide off. I’m truly from the Bay Area, go Warriors and I used to be pre-med via school and actually thought I used to be going to go to med faculty and as I began finding out for the MCAT, actually found that that was what the trail was going to be like.
One the place you spend lots of time within the library and possibly you weren’t up for it later and I wasn’t positive I needed to enroll in that however I needed to be at an organization and with the ability to discuss a product that I used to be obsessed with. And in order that bought me into cleantech, as I began my profession, truly in cleantech, in advertising and marketing as a result of I actually beloved to jot down and I really like to inform tales.
So that was the start of my profession and it’s been an awesome journey since then.
Devani: And what about your self?
Eli Staykova: I got here to the Bay Area in 2006 so I’ve been dwelling right here for the previous 13 years, it’s been fairly the journey. I got here right here for the enterprise faculty on the GSB, Stanford, and I began my profession in finance, so I labored for IFC, International Finance Corporation, then for UBS of their LBO group, and I assumed that you recognize after that I might keep in finance.
However, after Stanford I made a decision to work and dwell right here in San Francisco and it’s so onerous to be within the Bay Area not working in tech so I finally joined the tech world. I work for Apple of their company finance workforce and I lately made the swap again in February on the new firm Brex.
Devani: Very cool. These are two very thrilling firms, two firms that do lots of advertising and marketing, most likely have very subtle advertising and marketing operations a minimum of that’s what I might assume from the surface.
For the parents who’re listening, who possibly don’t know a lot about advertising and marketing, are you able to assist us perceive at a really excessive stage, the marking operation in your organization. What are the completely different departments or roles, the various things which can be simply the nuts and bolts of the way it works?

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