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Welcome to the third installment of my series on senior ad tech marketing jobs. In the first installment of this series, I responded to Marc Grabowski, CEO at Iris Mobile, who wrote a great piece on why it can be hard to find a VP of marketing who can do it all. In the second installment, I tried to turn Grabowski’s framework for hiring a senior ad tech marketer upside down and create my own framework for choosing an ad tech marketing job.

Now, in part three, it’s time to get a little more personal and to share the framework I used for making my own career decision:

The company (pick 1)

–dominates a product category

In the ad-tech space, a lot of companies have expanded their suite of solutions over the last four years. As a result, many companies are now offering somewhat similar products to marketers. Marketers are in demand in ad tech right now because there’s a need to be able to tell a differentiated story. It’s a marketer’s dream to own an entire category, even if it’s one small quadrant in the LUMAscape.

I feel more comfortable promoting (pick 1)

–functional and emotional benefits

Promoting features is relatively easy. As a marketer, it’s a lot more exciting to step into your clients’ shoes and understand their articulated (functional) and unarticulated (emotional) needs. Getting into their skins and truly understanding how they make decisions is one of the most exciting parts of my job.

In this new role I would like to develop these skills (pick 3)

–brand building

–thought leadership

–product commercialization

Building a brand through thought leadership and new product introductions in a very crowded space is a great and exhilarating challenge — especially when it needs to be done on a budget.

At the end of this role, I’d like to be recognized as (pick 2)

–creative thinker

–geek

Marketers need to be creative as well as geeky. In an area where most of us have become number-focused revenue generators, I still feel that the power to position a brand and tell its story is paramount to a marketer’s success.

For all those reasons, and after a fantastic four-year ride at Chango (which was recently acquired by Rubicon Project as part of a very exciting step forward for both companies), I have decided to move on and join GumGum, the leading in-image and in-screen advertising platform. While I couldn’t be more excited about my new role at GumGum, saying goodbye to my fabulous team at Chango hasn’t been easy. I guess that’s one part of the process no framework can cover.

ben-plomion.jpg

Ben Plomion, SVP Marketing, GumGum

Ben Plomion is the SVP of Marketing at GumGum and brings more than 15 years of experience in marketing, communications and also business development. Prior to GumGum, Ben was responsible for Chango’s brand, integrated marketing and demand generation. His team created one of the most robust thought leadership platforms in the industry and has won multiple marketing and design awards. Prior to joining Chango, Ben worked with GE Capital for four years to establish and lead the digital media practice.

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by Brandon Gutman
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Brandon is an expert connector and seasoned business development professional. As Principal of Brand Approved, he's led the advisory to become the bridge between brand marketers and best of breed service providers that are reshaping the industry.

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