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Our Humans of 3Q series continues this week with Natalie Aller, Sr. Director of Mobile Strategy, out of our San Diego office! Get to know Natalie below:
Explain your role at 3Q in 3 sentences or less:
I lead the mobile team at 3Q. Our role is to help our mobile app clients build and grow successful user acquisition programs. This includes managing paid media channels, advising on mobile ecosystem and app store strategies, product strategy, and many topics related to mobile attribution!
What is one marketing lesson you wish you’d learned earlier?
Directional data is often good enough. It doesn’t have to be perfect. Everything must be analyzed within a context anyway.
What sets 3Q apart from other agencies in the industry?
I think that our philosophy of being 100% transparent with our clients is pretty unique. Our goal is to be viewed as an extension of our clients’ marketing team, and one of the ways we try to earn that trust is by being fully transparent in everything that we do.
If you could choose any TV or movie world to live it, what would it be?
I’m not sure about a TV show, but if I could live in a store, I would live in World Market.
When coworkers come from other offices to visit, what is one thing they absolutely have to do?
So many things! Beaches, tacos, bike ride on Coronado island, visit the seals and sea lions at La Jolla Cove, kayak in the ocean at La Jolla Shores, hike Torrey Pines, surf or boogie board, walk the Pacific Beach boardwalk and ride the roller coaster at Belmont Park, try some nice restaurants in Gaslamp district and Little Italy.
What 3Q initiative outside of your job description are you most proud of being a part of?
I’m very proud of the work that we do on the diversity committee. And no, it’s nothing like Diversity Day on The Office. We are way more sophisticated than that! We analyze the data and processes at 3Q to try to uncover areas where hidden bias may live and then implement more thoughtful and explicit processes within which hidden bias would not be able to thrive. Many initiatives will be rolling out in 2019, so stay tuned!
Tell us about your morale associate (pet)?
Jammie and Rocket are 2 and 3 years old. Jammie showed up as a stray kitten one day and never left. Rocket is the result of me working at a coffee shop across from a pet store one day. They both enjoy meowing, licking windows, and sending out Slack messages from my computer.
If you were given an unlimited amount of money to invest into one upcoming or exciting marketing technology, what would it be?
I think this planet has enough marketing technology to last until the end of time! I would invest money in helping companies find product market fit.
What’s been the coolest thing you’ve done with your unlimited PTO?
In August 2017 my husband and I got married in Northern California and then went to Kauai for our honeymoon!
Have you participated in 3Q3%? If so, what’s been your favorite experience?
The San Diego Food Bank is always a favorite. It was also fun making PB&Js at the office which we delivered to a local homeless center.
How do you spend your free time?
Mostly hanging out with my cute sweet baby Jacob. He is 9 months old and is so much fun! He makes us laugh a lot. If you don’t have a baby, I recommend getting one.
Me and Jacob also enjoy hanging out with my husband Paul.
I also launched a food instagram page a few weeks ago called The Minimalist Kitchen. I share photos and recipes of the healthy, yummy, simple food that I make. Many of the recipes are #whole30 and #plantbased so if that interests you, please follow me! 🙂
What do you think has been the most interesting change in the marketing industry or in your channel this year?
Mobile ad fraud goes mainstream. Google “Buzzfeed mobile ad fraud” and you’ll find several Buzzfeed articles that went viral over the past 6 months. Advertising fraud is a very serious and complex issue that our industry faces and the mobile team works daily on improving our processes to guard against it. It was pretty cool to see this fairly niche topic receive such widespread attention.
Throughout your career, who have been some of your biggest muses, supporters, and role models?
A few of my favorite authors and speakers are Simon Sinek, Marie Forleo, Brene Brown, Kim Scott, and Seth Godin.
What’s your favorite TED talk?
What’s your favorite GIF?