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Career X Culture Featuring Maggie Siegler, iProspect, US

27/03/2023
Media Agency
London, UK
129
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Group director, retail media lead, shares the best advice she has ever received and identifies the intersection that best exemplifies the people of iProspect

We’re back with Career X Culture, an ongoing series showcasing the talented people of iProspect and their unique backgrounds, passions, and accomplishments.  

In the following Q&A interview, Maggie Siegler, Group Director, and Retail Media Lead at iProspect, shares the best advice she has ever received and identifies the intersection that best exemplifies the people of iProspect. Read on to learn more about Maggie and her role:


Q> How would you describe your job to a child?

Maggie> My five-year-old son is quite knowledgeable about Amazon so that helps. He understands that he can watch TV shows and movies on the platform, and that we can order various products from it. To save time we order from Instacart and Target a lot for same-day delivery. Sometimes when he sees me at my computer before school, he asks what I do for work. I explain for my job I get to work with many people from my computer and we help companies make it easier to show their products on Amazon and other stores, so parents like me can easily find and purchase items that will improve our children's or household's daily life. That’s the easiest explanation. He’s not ready to understand advanced measurement solutions and my love for Amazon Marketing Cloud yet. 


Q> What is one professional personal goal you're looking to accomplish in the next year?

Maggie> It's a combination of factors. Despite having a well-balanced workload, supportive managers and teams, and great clients, I often struggle with turning off my brain. To combat this, I'm making a conscious effort to engage in creative activities, such as art, daily. By stimulating the other side of my brain and allowing the analytical side to rest, I've found that I'm even more mentally sharp and agile during work hours. Currently, I'm drawn to watercolor painting, although I also enjoy jewelry making, really any type of painting or crafting with my son. To overcome my tendency towards analysis paralysis, my mother sent me a paint-by-numbers acrylic painting to keep at my desk. This way, when I'm done with work for the day, I have no choice but to switch gears and start painting.


Q> What is the best career advice you have given or received? 

Maggie> I’ve been fortunate to be a part of so many inspiring teams at iProspect over the years. My second client team was huge - we worked with a large internal team all over the world. Sometimes, we would have the opportunity to gather in person. On one occasion, our internal leader for the People's Republic of China pointed out that I could be louder. I was surprised because I thought I was already known for being maybe too talkative (and certainly not quiet) internally with the team, but then he helped me understand his point: he encouraged me to be more confident in expressing my point of view and not hold back, especially with the client and their other partners in group settings. I tended to feel hesitant and restrained by the data, but his words encouraged me to work on that over time. It was empowering to have someone from a different culture and with so much experience take the time to recognize my strengths and weaknesses and encourage me to make my presence more known. It gave me more confidence and helped me speak with more authority and knowledge. I appreciate when people take the time to give me those little nuggets of wisdom that help me grow and improve.


Q> What makes the culture at iProspect unique? 

Maggie> Right from the start, and it still holds true, even as I work with other teams beyond iProspect at dentsu, everyone is incredibly helpful. The people here are amazing. I've worked with various leaders and teams over the years, but it's incredible that I can pick up the phone or reach out to teams and we can quickly collaborate and help solve problems for clients. This instant collaboration is always at our fingertips, and it's something I've always felt here. I've heard this from others as well, and I believe it's ingrained in our culture. Not every agency can create this kind of culture, but it's something we've been able to achieve here. It's important to pay it forward. Good karma.

In my role at iProspect and as part of dentsu Shop, I love that I get to talk to so many teams each week – about prospective clients, onboarding new clients or expanding existing partnerships by accelerating their retail media efforts.


Q> Do you have any daily routines or rituals that you feel contribute to a successful day? 

Maggie> In general, I'm a big fan of lists and excel matrices, as my brain works like excel. As for my routine, I believe successful client work involves planning, execution, and follow-through. Whether it's launching a campaign or any project, I think it's essential to start by planning it out, executing it with best-in-class practices, and following through by tracking performance and reporting results to clients. Follow through can also mean delegation, which helps to ensure that work is not bottlenecked. As my role evolves, I focus on enabling others and passing on work to prevent being a bottleneck. This approach can be applied to any project, internal or external, and helps ensure success at every stage.


Q> iProspect is the intersection of ____ and ____?

Maggie> For me, the intersection of impact and innovation is crucial. It's not enough to be creative and innovative; there must also be actionable outcomes that can be delivered to the client. Whenever we encounter new ideas or solutions, we need to consider how they will make a business impact, and how they can be leveraged to help our teams learn more. It's important for me to see tangible results before I advocate for something. By anchoring innovation in impact, we can create solutions that are both innovative and impactful. This approach can be applied to other intersections as well, such as brand and performance.


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