Company Spotlight: Lauren Kreisberg
Company Spotlight:
Lauren Kreisberg
Recently onboarded as the vice president of product management, Lauren joins flexEngage with a wealth of knowledge on start-ups and data. Read on for a Q&A with flexEngage’s newest team member.
Recently onboarded as the vice president of product management, Lauren joins flexEngage with a wealth of knowledge on start-ups and data. Read on for a Q&A with flexEngage’s newest team member.
Why did you decide to join flexEngage?
A lot of marketing automation software treats transactional messaging as the end of the chain of communications. It’s unique to see a product that is focused on reinventing the purchase cycle. flexEngage is so unique in the use of transactional messaging as a means of providing additional value to both the brand and the customer, by delivering personally-relevant messaging along with the transaction.
What are you most excited about at flexEngage?
Given the data needed to deliver transactional content, a lot of possibilities open up for personalization and targeting of these messages. Typically, personalization is considered the province of marketing communications, so I’m excited to deliver and enhance data-oriented solutions in the transactional marketing space. That said, the possibilities with this type of data are really endless. While flexEngage’s current product lines focus on enhanced transactional content, the data services that can be derived could help brands far beyond this type of messaging, so that potential also factors into my interest.
Can you give us a run-down of your previous experience?
I’m a serial start-up junkie! I’ve worked in start-ups nearly my entire career, focused on the AdTech and MarTech space, and I’ve gone through three exits (1 IPO and 2 acquisitions). I’ve been focused on products that help marketers take advantage of data they already have, and products that surface data available in their ecosystem in an imminently actionable way. One thing I’ve learned is that it isn’t enough to give brands access to data and leave it open-ended; many brands don’t have the resources to fully-implement a data-based solution into their marketing without guidance. Instead, I’ve been delivering solutions that incorporate that data into their daily processes in a seamless manner.
What are some of your hobbies outside of work?
Outside of work, I do a lot of baking and I’m a big reader. I do some knitting and sewing from time to time, as well. I guess I could be considered a homebody!
What’s a random fact/talent about yourself?
A random fact about me—as a child, I wanted to be a meteorologist. I used to track hurricanes and other storms on a map by latitude and longitude (made for a lot of time in front of The Weather Channel), made balloon jar barometers to monitor winter storm pressure changes, and obsessively read the almanac put out by our local TV meteorologist. Although I ended up going in a different direction, I have a child who was born in the middle of a hurricane, so that seems like a fitting way to cap off that dream.
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