Interview with Chanel Barta, Head of Customer Success at IAS
Adnews Industry Profile takes a look at some of the professionals working across the advertising, adtech, marketing and media sector in Australia. It aims to shed light on the varying roles and companies across the buzzing industry.
This week, the interview is with Integral Ad Science (IAS) head of customer success, ANZ, Chanel Barta.
Time in current role/time at the company:
One year in my current role, five years and eight months at IAS.
How would you describe what the company does?
IAS is a global leading ad verification company, creating efficiencies and minimising wastage for our customers, ensuring digital ads are seen, by real human users, in a safe and suitable environment.
What do you do day-to-day?
Manage a superstar customer success team who are focused on providing our valued client partners with world class customer service. We provide our buy and sell side clients with data driven and consultative recommendations, focused on retention, growth and risk mitigation.
Define your job in one word:
I got into adtech because:
Tech is our reality and our future – the industry is fast-paced, always evolving and at times challenging, which makes every day interesting and pushes me to perform and think of out of the box/creative solutions.
What’s the biggest challenge you face in your role?
Tackling information overload – with evolving products and solutions combined with major industry wide changes, the motivating challenge for us is to ensure our customers maintain a curated understanding of what is actually relevant and valuable for their business amongst all of the noise.
What’s the biggest industry-wide challenge you’d like to see tackled?
There are unique market challenges for measurement in each region, especially across APAC – I’d like to see these measurement challenges solved for in a way that addresses each market nuance.
Previous industry related companies you have worked at:
Bauer, Adshel, Nine.
Who has been a great mentor to you and why?
I’ve been so fortunate to have many great mentors in my time and I’m proud to say I am part of a leadership team working alongside two of them; Laura Kusuma, SVP for APAC, and Jessica Miles, country manager for ANZ. I have worked closely with both Laura and Jess in former roles and have learnt a huge amount of valuable knowledge and skills from them, including commercial acumen, to pitching for business and how to be an effective leader.
Words of advice for someone wanting a job like yours?
Being on the ground, helping customers and getting that day to day experience will set you up for success in leading a customer focused team. Also, it is helpful to go back to the basics by demonstrating and implementing a clear plan for meeting company goals, addressing challenges/areas of improvement, harnessing growth, mitigating risk and fostering talent.
If I wasn’t doing this for a living, I’d be:
A high school teacher – that was my first professional career.
My mantra is:
Change is key for success – being open to change allows for innovation and growth.
My favourite advert is:
The Lynx Ad ‘Find your Aussie magic’ starring the actor Julian Dennison because it is hilarious and well produced.
Music and TV streaming habits. What do you subscribe to?
Spotify, Netflix, Stan.
Tell us one thing people at work don’t know about you?
At Uni, during my Arts/Education degree I was about to make the switch to Law (I definitely don’t have the patience to be a lawyer) and now I’m in adtech and haven’t looked back. – Paige Murphy
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