Hewlett Packard Enterprise's Adam Benaroya
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TRENDSETTERS: Hewlett Packard Enterprise's Adam Benaroya Discusses Rethinking the Digital Customer Experience
The Internationalist Trendsetters is written by Deborah Malone, founder of The Internationalist.
Adam Benaroya has always been a digitally-driven marketer. Today, as Head of Global Media and Performance Marketing at Hewlett Packard Enterprise, he is responsible for the global media program, as well as broader digital- and data-centric Centers of Excellence (COEs), which include audience strategy, biddable media policy and execution, adtech/martech, privacy, and analytics.
While one might assume that such responsibilities and skillsets would cause Adam Benaroya to be entirely tech-first, he is actually quite concerned about creativity in advertising, greater collaboration between media and creative teams, and rethinking today's digital customer experience—largely through the help of data.
He has also helped transition HPE's marketing organization to a customer-first media strategy, while launching the company's first centralized performance marketing practice. However, he sees this as just the beginning as he responds to shifts in sales and marketing during a pandemic—all occurring against the changing backdrop of privacy legislation and data's role in media strategy.
To hear more from Adam Benaroya, tune in to our Trendsetters podcast as he talks about how he is rethinking today's Digital Customer Experience CLICK HERE.
In our conversation, we discuss the following:
- The intersection of data and creativity-- the balance between reaching the right audience and the impact of a message.
- Managing the responsibilities of internal media teams and external agencies.
- How moving some functions in-house may not make sense in certain situations.
- Changing campaigns on a market by market basis throughout the world in response to changes in the COVID crisis.
- The shift in the ways in which marketing and sales teams are partnering.
- Rethinking a customer experience mindset.
Adam Benaroya joined Hewlett Packard in October 2015 prior to the company's split into two organizations-- HP Inc., comprised of personal computers and printers, and HP Enterprise, focused on server, storage, networking, services, software, and cloud businesses. Adam helped launch the new HPE brand and its data/measurement practice.
Prior to HPE, he led media analytics for Mindshare's east coast offices.
Adam holds his MBA from NYU's Stern School of Business and his BA in Mathematical Economic Analysis from Rice University.
