Tim Hsia & Neil Devani
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Welcome to this transcribed version of The Operators. TechSwitch is starting to publish podcasts from business specialists, with transcriptions out there for Extra Crunch members so you possibly can learn the dialog wherever you might be.
The Operators options insiders from firms like AirBnB, Brex, Docsend, Facebook, Google, Lyft, Carta, Slack, Uber, and WeWork sharing their tales and recommendations on break into fields like advertising and product administration. They additionally share finest practices for entrepreneurs on rent and handle specialists from domains outdoors 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, just 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 works, get into and succeed within the discipline of promoting, and the way founders ought to take into consideration hiring and managing the advertising perform. With their experiences at two of tech’s greatest and most progressive entrepreneurs, WeWork and Brex, this episode is filled with 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 give attention to firms constructing stuff individuals want, options to very laborious issues. Companies he’s invested in embrace Andela, Clearbit, Kudi, Recursion Pharmaceuticals, Solugen, and Vicarious Surgical.
If you’re curious about beginning or accelerating your advertising profession, or rent and handle this perform, 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 break into fields like advertising and product administration. They additionally share finest practices for entrepreneurs on rent and handle specialists from domains outdoors their very own.
In this episode:
In Episode 4, we’re speaking about advertising. 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 individuals constructing the businesses of tomorrow. We publish each different Monday and you could find us on-line at www.operators.co. I’m your host, Neil Devani, and we’re coming to you immediately 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 achieve a billion greenback analysis, having launched barely two years in the past, and its prospects embrace Y Combinator, Flexport, SoFi, and lots of, many different startups.
Also becoming a member of us is Christiana Rattazzi, the pinnacle of enterprise expertise advertising at WeWork. WeWork, with virtually 10 billion {dollars} in financing to this point, additionally counts main firms and startups amongst its a whole bunch of 1000’s of consumers. The agency is reportedly the biggest leaseholder in New York, London, and Washington DC and has a footprint in virtually 100 different international locations.
Eli and Christiana, thanks for becoming a member of us. Just to start out, if you happen to can share with our listeners about yourselves, a bit of bit about the place you’re from and the way you bought into advertising, that’d be nice.
Christiana Rattazzi: Happy to steer off. I’m really from the Bay Area, go Warriors and I used to be pre-med via faculty and actually thought I used to be going to go to med college and as I began learning for the MCAT, actually found that that was what the trail was going to be like.
One the place you spend quite a lot of time within the library and perhaps you weren’t up for it later and I wasn’t certain I needed to join that however I needed to be at an organization and having the ability to talk about a product that I used to be obsessed with. And in order that acquired me into cleantech, as I began my profession, really in cleantech, in advertising as a result of I actually cherished to put in writing and I like to inform tales.
So that was the start of my profession and it’s been an excellent trip 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 trip. I got here right here for the enterprise college 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 believed 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 laborious to be within the Bay Area not working in tech so I ultimately joined the tech world. I work for Apple of their company finance workforce and I just lately made the change again in February on the new firm Brex.
Devani: Very cool. These are two very thrilling firms, two firms that do quite a lot of advertising, most likely have very refined advertising operations no less than that’s what I might assume from the surface.
For the oldsters who’re listening, who perhaps don’t know a lot about advertising, are you able to assist us perceive at a really excessive degree, the marking operation in your organization. What are the totally different departments or roles, the various things which might be simply the nuts and bolts of the way it works?