Q&A: Missy Tiller of SheSpeaks
Missy Tiller
SVP, Business Development
SheSpeaks
Responsibility: I lead our business development team, which partners with shopper marketing and retail agency/brand clients to help them reach their business goals with bespoke influencer marketing campaigns.
How you help clients win during uncertain times: We ensure clients' influencer marketing campaigns are grounded in insights, create connections with audiences and drive long-term value. In uncertain times, marketers have to invest their dollars in areas that move the needle for them. Spending on content that misses the mark is not an option. We also encourage clients to use the great content our influencers create for them across channels and tactics to get the most out of the investment.
New marketing tactic that you use: Using influencer content to create CTV ads is on the rise in popularity and effectiveness. SheSpeaks recently launched InfluenCTV — an authentic, customized and affordable CTV content generator powered by creators. This allows brands to create CTV content that's better, faster, cheaper and more optimized so they can launch CTV/OTT programs more efficiently and effectively. The generator includes usage rights allowing SheSpeaks clients to utilize assets across all paid and owned marketing channels, allowing brands to create cohesive, efficient campaigns.
Best career advice you've received: Hire people who are smarter than you are. They help elevate your team, and your team elevates the company.
Memorable aha moment in your career: Coming from a shopper marketing background, we assessed success on three main things: Speed, affordability and performance. We couldn't always achieve all three at once. Once I started working influencer marketing into our plans, I was honestly shocked that it offers all three. For example, for multi-retailer campaigns, we can templatize the approach to getting content to help save time and money while still feeling custom to each retailer. And it outperforms branded creative. That value proposition was a big reason I transitioned to working in the influencer marketing space.
What you're listening to and watching right now: I'm reading "If We Were Villains" by M.L. Rio, and am watching "Shrinking," "The Residence" and "Emily in Paris."
Travel plans: I'm still recovering from my son's recent wedding in Austin. So my plans for the moment include Retail Media Summit in May, and then a few days in Nashville before my niece's college graduation in Knoxville.
