Click to Subscribe:
Katie Robbert - Co-Founder and CEO of Trust Insights
Getting Into Marketing (01:59)
I've always been really interested in the behavioral side of data. At first, I considered studying Psychology in College but decided that Communications and Marketing was a better fit.
My first official role in marketing was when I was working at the health IT company as a Product Manager. I worked very closely with the marketing team and I just really enjoyed everything that that team was doing.
Early Career Experiences (02:50)
I actually have a film degree and I started off on the TV, radio, and film industry. My first internship out of college was at a production company outside of Boston. Ultimately it wasn't my passion. And I really feel comfortable behind the scenes looking at data, helping marketers make better, smarter decisions.
The company that I was working at doing background investigations was actually bought out and was shutting down. So they gave all of the employees three months to basically find a new job or get laid off and collect unemployment.
That's when I really started looking around at what I was good at. I got really lucky and I managed to find an entry-level position at the health IT company as a product coordinator.
That was the company that I was able to spend just a little bit over a decade at. I tried every possible role.
10 Years At The Company And Lessons Learned (06:47)
I stayed at the company for so long because when I had started there, I was doing something very different from what I was doing when I left. When I started at the company, I was actually helping run clinical trials for new products in substance abuse and chronic pain realms. I was learning how to do hardcore data analysis on clinical trial data.
Later on, I managed to work on product development, strategy, market research, but also running a UX team.
What kept me there is that there was always something new to learn.
One of the biggest takeaways is that I learned how to manage a large group of people.
I find soft skills to be the most valuable ones.
The Role Gender Plays (09:43)
When I was working with a team of engineers, I never was made to feel like my gender. I was just the person who was managing the process. However, when I was talking with leadership, there were times when my gender became the title that I held or the skill set that I was perceived to have.
While I was at the organization, I was fortunate to have a mentor who is female. At the time, she was the only female in an all-male leadership team. And I know for her that presented its own set of issues. I did struggle to find the same opportunities that some of my male peers were finding.
The Role at the Communications Agency (15:07)
I was invited to manage a marketing team here. It was very different from what I had been at the healthcare company. It was a fun challenge.
I was also fortunate enough to have a team leader who was really hardcore into data science and analytics.
I learned a lot about the technology and the methodologies of analyzing data. I was able to bring agile methodology into the communications firm.
We tried to supplement the story with an interesting data point. Or we would look and find out what's trending in that particular industry and what should we be writing about.
Trust Insights (26:38)
Right now, at Trust Insights, we try to figure out the timing of when you should be publishing certain things or what keywords are going to be spiking. We can do more text mining, which means that we can take a large corpus of data and figure out what's this thing really about. Why people are making the decisions they're making, what's resonating and what we should be doing more of.
Our target audience at the moment is primarily B2B marketers. They're in mid-sized companies and these are folks who have a decent amount of data.
Advice For Young Female Marketers (33:11)
Learn how to analyze and interpret data. Even if it's something as basic as Google analytics data. Because then you're the person who has the answers or you're the person who can influence the decisions. Don't be afraid to ask questions and just try to get your hands on as much information as possible. Never stop learning and always be curious.