Jeremi Gorman became Snap’s Chief Business Officer back in the fall of 2018. The key to Gorman’s success is her ability to build relationships and trust, based on consultative touch instead of a hard-sell
She’s known to ask a lot of questions. It is a relationship-building tactic that helped Gorman find her niche between brand and performance marketing.
The mobile-first platform (primarily targeting Gen Z audience) had launched what it claimed as the world’s first camera advertising at scale with its AR Lenses and filters between 2015 and 2016. And a self-service Advertising Platform, called Ads Manager ( allows to create Ads, launch campaigns, monitor performance, and optimize goals)in 2017
Previously, they served their Clients based on the region instead of Industry, which Gorman felt was disjointed and counterproductive. Put another way: Snap was struggling to get in front of marketers; even when it did, the pitch didn’t always stack up.
Snap transitioned from a regionalized to verticalized sales structure and streamlined the sales process. Instead of sorting clients by region, clients are sorted by industry, improving partnerships between clients and the Snap sales team.
Gorman’s efforts have made a difference for media buyers. Snap’s AR lens was a bit of a one-trick pony, but thanks to Gorman’s revised strategy, R/GA has made Snap part of its core strategy, crediting the company with flexibility in media buying, creative, data-informed responses, and partnership transparency.
R/GA has utilized Snap’s dynamic retargeting capabilities, dynamic ads for broad audiences, and other hyper-focused direct response tactics within Snap’s ad product. Here is the TECHCRUNCH Article detailing about Snap’s Dynamic Ads Gorman’s training at Amazon (from 2012-2018) on ROI and data has helped her maintain a focus in those areas and effectively bring them to the marketplace