Each Tuesday, we spotlight Marketing Brew readers in our Coworking series. If you’d like to be featured, introduce yourself here.
Katie Jansen is CMO of AppLovin, a mobile technology company. She was previously VP of marketing at mobile gaming publisher PlayFirst, which was acquired by Glu in 2014.
Favorite project you’ve worked on? As one of AppLovin’s first employees, the most challenging and gratifying aspect of my role has been leading the development and growth of the marketing function—from the early days as a startup when I was a team of one, to what is now a global public company with a marketing staff of more than 100.
During my past decade as CMO, something I’ve been really proud of is working with my team to build out SparkLabs, AppLovin’s in-house design and creative agency. Today, SparkLabs consists of a group of designers, developers, and gamers who identify creative strategies and utilize data to create impactful ads. It’s been exciting to see the team’s immense growth and scale.
One thing we can’t guess from your LinkedIn profile? I’m in a committed relationship with my Peloton!
What’s your favorite ad campaign? One of my favorite recent examples of influencer marketing used for social good is Lyft’s LyftUp campaign, where the brand partnered with LeBron James’s company, Uninterrupted, to expand bike-share access and equity across the country.
On the B2B side, American Express has done strong work leveraging influencers to appeal to small-business owners. From its #ShopSmallStories original Twitter series for AmEx Canada to the “Love My Store” campaign in partnership with HGTV’s Emily Henderson, the company is a great example of how influencer marketing can be used creatively to appeal to businesses and support social causes.
What’s one marketing-related podcast, social account, or series you’d recommend? Renegade Marketers Unite is a great podcast where innovative marketers share their insights.
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