PebblePost, the creator and leader in Programmatic Direct Mail (PDM), has been looking at ways to make the power of its brand of shared first-party data have an even greater impact on this offline marketing channel and apply it to other paths to engage with and move to action, decision-ready consumers.
To lead that effort, the company recently brought on Amit Nigam to be PebblePost’s Senior Vice President, Product. This Q&A blog post introduces Ami, who he is, and what his expectations are in is new role at PebblePost.
Q: How does it feel to be PebblePost’s new head of Product?
A: Honestly, it’s an honor and extremely exciting. PebblePost is a company I’ve been following for many years. I thought what they were doing was incredibly innovative. Moments of true “disruption” in a space are fewer and farther between these days, and PebblePost effectively changed an entire marketing strategy.
Given the tools at our disposal, it’s also a lot of fun to imagine where we can take this amazing organization next.
Q: To someone unfamiliar with PebblePost, how would you describe it?
A: PebblePost is the creator and leader in Programmatic Direct Mail (PDM). We help brands connect with consumers with relevant marketing messages delivered to their homes. Effectively, we work with our brand partners to understand what consumers seek based on their web activity and purchase behavior. We also help provide them with meaningful messaging around products and services they may care about. In so doing, we support the brands we work with to drive consumer engagement, conversions, and return on their ad spend.
Q: What about PebblePost makes you happy to be part of the team?
A: For starters, the PebblePost team is just wonderful humans. The team comprises great people who love working together to solve our brand partners’ challenges. Everyone here cares, from Jacob Ross, our CEO, to the rest of the team.
Beyond that, this is a really innovative group. In the short time I’ve been here, I’ve heard some really amazing ideas from so many different people and parts of the organization. I think this place embodies the concept of having “Innovation in our DNA.” That makes the product work a lot of fun.
Q: At what point during the interview process were you convinced PebblePost was the place for you?
A: That was pretty early on for me. I had the pleasure of interviewing with several folks on the executive team. Between the challenges and opportunities the business faces and the people I spoke with, I was excited early. I’d say after interview #1, I knew being on the PebblePost team was something I wanted.
Q: Can you recall the circumstances when you had that realization?
A: I think diving into the PebblePost Graph and realizing what an incredible asset it is– and how it can transform our industry–was probably that moment for me. There is something special here, and in an ecosystem that spends most of its time trying to articulate differentiation with words, PebblePost has just built something unique around shared first-party data.
Q: What aspect of product development/management at PebblePost excites you the most? And why?
A: For starters, it would likely be advancing our proprietary PebblePost Graph. So much can be done from a use case perspective, but it is more than that. It’s the next generation of data-driven marketing.
Q: What are your responsibilities as the head of product right now?
A: I lead the product team at PebblePost and am responsible for creating, prioritizing, and executing the product roadmap. I also ensure we can operationalize our product suite and deliver amazing results for our brand partners.
Q: What do you envision those responsibilities as in a year or two?
A: It will essentially be many of the same things. That said, I’ve found that as you get further along in your journey within a business, you work more closely on the business’s business, with finance, for example. Additionally, as my relationship with sales and marketing continues within PebblePost, I’m sure there will be lots of collaboration with those functions.
Q: What experiences or lessons learned at other companies do you expect to put to good use at PebblePost? And why?
A: I’ve been in ad tech for quite some time, but have also worked directly with brands. Understanding a solution or product from the brand’s perspective is paramount to finding ways to improve it. That happens less often, but I think there are instances where we try to solve a problem that doesn’t exist because the tech sounds cool. I’m all about problem-solving, but it’s not a good product if your product doesn’t solve a meaningful problem. Full Stop.
Q: What do you do when you’re not doing head of product things?
A: For the most part, I’m chasing my three incredible kids around and spending time with my amazing wife. That feels like a full-time job in and of itself, but there’s nothing more rewarding than that. Beyond that, I love to cook and spend a lot of time trying new dishes. It’s not necessarily connected, but I’ve been learning to speak Italian for a few years. When I can, I grab my clubs and play a round of golf.
Q: Does that influence your thinking when dealing with a product development/management challenge? And, if so, how/why?
A: Interestingly, it does. My oldest, at the age of 12, is quite an enterprising young man. He desperately wants to be an engineer and is always pitching me products. Whenever he pitches me something, we spend time discussing its value to the customer and the problem it solves. Doing that regularly trains your mind to pressure test products and think through value propositions.
Q: What is the most compelling technology challenge facing a product management professional like you, and why?
A: This question reminds me of that famous advertising quote: “Half my ad spend is working; I just don’t know which half.” As we expand into machine learning and, eventually, AI, understanding how your system fits together and understanding performance will continue to be challenging.
Q: How does that relate to PebblePost and the product development initiatives you’re driving there?
A: It ties very closely to what we’re focused on right now. As we look at the evolution of the PebblePost shared-first-party Graph, we’ve put a huge emphasis on understanding how these pieces fit together and what is driving our performance. It’s so key to have a real view into this area. If you see things the wrong way, you can make some poor decisions and have no idea how you got there.
Q: If you could, what would you tell your younger self about PebblePost?
A: Knowing the attention span of a younger Amit, I’d probably keep it pretty simple. Someday, you’ll work at a cool tech company with some awesome people doing cutting-edge stuff. Enjoy it!
