Tencil Talks: Melissa Mehmet

Melissa Mehmet is a Customer Success Director at VDX.tv.

VDX.tv is a global advertising technology company that is transforming the way brands connect with relevant audiences in today’s converging video landscape. They create video-driven experiences that integrate a brand’s TV and digital messages and empower marketers to captivate viewers, compel action, and convert awareness into a response.

Over the past 9 years, Melissa has worked at the likes of Bliss, Exponential, and more recently VDX.tv.

Today we caught up with her on all things digital.

Q. Talk us through your career success to date?

MM: I started out in digital not long after finishing University, through an internship. My career got off to a start at Blis. My internship lasted 6 weeks and to my delight, I was offered a full-time role at the end. Today they are doing some amazing things with location-based advertising and I feel so proud to have been a part of it at the beginning. My experience there geared me up well for my next step into the bigger digital landscape. I’ve remained at Exponential, now VDX.tv, since moving on from Blis. Learning about all these different ad units and the environments they exist in was an eye opener. It made my job so versatile and allowed me to excel my expertise. I worked up the ladder from Account Manager to Head of Account Management and I stayed in that role for four years. Managing people for the first time and in my mid-twenties was a big challenge and my change in environment was a shock. I went from being one of the team and my main responsibility being to maintain client relationships to having strategic conversations with the leadership team, making key decisions and being responsible for retention revenue goals. It was a huge learning curve, but something I felt ready for and really enjoyed. Most recently I had the opportunity to move out of a management role and into an individual contributor leadership role, as Ops Director for the Customer Success org. Today VDX.tv offers video led advertising across OTT, CTV, display and mobile. Our evolution to VDX.tv was a natural one, but one which came with many necessary changes and processes. As someone who has been a part of following processes, experiencing internal challenges and external blockers all throughout my career, I’m so happy to be in a position where I can help to address and alleviate those situations for our amazing teams, especially in this exciting time for the company.

Q. What is your proudest professional achievement to date?

MM: I’d say getting my role as Head of Account Management. As one of the youngest managers in the company at the time, it was a great achievement for me. I was able to show my potential and be given the opportunity to apply my skills, implement my own style of management, and build a really nice, fun team that did great things. I’ve seen the people I managed, go on to do even better and that’s always a great feeling.

Q. What excites you about digital marketing?

MM: It can be a frustrating industry at times but boy is it fun! You get to meet so many creative people, work on some great brands and be a part of something which is moving at such a fast pace and forever progressing, which is very exciting to me. Technology continues to constantly amaze; it plays such a big part in what we do in this industry and I really enjoy being a part of it.

Q. What would you like to see change in digital marketing?

MM: It’s got to be the way digital media is planned and bought. Media owners have a responsibility to provide high-quality offerings, regardless of their USP, and planners and buyers have a responsibility to be open to new options, even if it’s a risk and outside of what they know works and is easy to purchase. If these methods of approach are followed, I believe we’re doing our bit to do right by the brand and the consumers.

Q. Do you think enough material exists to educate young adults about digital marketing?

MM: It exists, it’s out there but I think we can do more to get it in front of people and in the right way. If I want to find something out, I head to the internet and it’s there but that’s not always enough. If we want to get young people excited about careers in the industry, we need to do more to make them aware of what it is and the opportunities within it. My year at 6th form was the first year that media – film studies came in as an A level and I jumped at the chance to do that course because it was something different from the usual options. I think many others would explore alternative options if they were made aware it was an option in the first place.

Q.What is your favourite lunchtime spot and why?

MM: Well I never get to go to client lunches anymore; those days are gone. Back then, I would have said something like Polpo, where we can get a mixture of sharing plates accompanied by a spritz cocktail but now it’s all about sitting on Southbank and getting food from one of the many food carts. Getting some outside time within the day is very important to me so if I’m sitting outside, with a tasty lunch, I’m a happy woman!

Finally, we would like to thank Melissa for taking the time out of her busy schedule to talk with us today.

If you are interested in hearing about opportunities that exist in Digital Marketing, feel free to email Joel.Williams@tencil.co.uk

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