Amanda Moore, serving as the Chief Growth Officer, Americas at iProspect, takes the lead in devising and implementing growth strategies across the region. Her approach involves leveraging data, analytics, and media to craft meaningful and personalized customer experiences, ultimately providing a competitive advantage for clients. Boasting over 25 years of experience in business and marketing consultancies, Amanda has demonstrated expertise in generating new business, expanding existing accounts, and fostering long-term relationships, particularly in industries such as CPG/Retail, Travel & Hospitality, and Media & Entertainment.
Amanda’s passion lies in aiding clients in transforming their marketing organizations and achieving their business objectives. She accomplishes this by delivering innovative and integrated solutions that encompass customer relationship management (CRM), online marketing, media, creative services, in-housing, and retail media. Beyond her client-focused endeavors, Amanda takes pleasure in developing and mentoring a talented and diverse team of growth professionals who align with her vision and values of excellence, collaboration, and innovation.
As a CXM (customer experience manager) and media leader, Amanda amalgamates her expertise in digital and data transformation, organizational development, and storytelling. This amalgamation allows her to construct impactful and compelling narratives that resonate with clients and prospects, contributing to the overall success and growth of iProspect in the Americas.
Below are the highlights of the interview:
Could you share more about your career trajectory and what led you to your current role as Chief Growth Officer at iProspect?
I studied organization design and development at Vanderbilt and was fortunate to start my career in business consulting with Arthur Andersen in the Change Enablement group. Then, when the internet boom happened, I traded hose and suits for the digital agency life, where I got to wear jeans to work and go skydiving with colleagues. Much more, my vibe.
I was always planning to go back to school to get my masters in OD or my MBA, and one thing was for sure: I was 100% never, ever going into sales. My first mentor, Julie Novak, Head of Business Development at agency.com, told me that I didn’t need an MBA or masters to make it in the digital world since it was the early 2000’s and everything was new. She sent me and one of my most trusted comrades, Tari Haro, to Atlanta for a cold-calling course. Tari didn’t take much to cold calling, so after she hung up her first call, she looked at me and said, “How about I get the leads, and you do the calls?” The rest was history. From that moment on, she was marketing, and I was sales. We were a dynamic duo for almost 15 years across two different agencies, agency.com and then iCrossing.
I eventually became the Head of Growth at iCrossing, where I had a small but mighty team (some of the folks still work with me today, Adam Lester!), before making my way to Merkle, a dentsu company. The person who hired me, Owen McCourry, would become my mentor at Merkle, and he made it clear from the get-go that I had to pay my dues. I had to get in the door and prove myself. So I took a step to the side and relinquished my SVP, Head of Growth title, and management responsibilities to become an individual contributor again. Once I proved I could sell, I was promoted to Growth Officer for the media and creative businesses at Merkle and then Chief Growth Officer for the Americas. Just recently, the CEO of dentsu America’s asked me to move over from Merkle to iProspect as the company reorganizedd and moved the Merkle media business under the iProspect banner.
Tell us about iProspect.
Founded in identity and performance, iProspectwe accelerates future-ready brands through relevant customer experiences. Applying the scale and expertise of the world’s leading performance marketing agency to the mission of growing our clients’ brands and businesses, we believe that all media should be seen as performance media and deliver against a business or brand outcome. Our unrivaled depth of end-to-end experience, and ability to execute across the entire consumer journey—from world-class search and digital marketing to award-winning creative media—positions us apart from the competition.
As the Chief Growth Officer, what are the primary responsibilities and objectives of your role, and what strategies or best practices do you employ to drive growth and create personalized customer experiences for clients?
I own the strategy and execution of growth initiatives for iProspect across North America, leveraging data, analytics, and technology to create meaningful, personalized customer experiences that deliver competitive advantage for our clients.
My focus will be on driving new business and organic growth by leveraging best practices for origination, qualification, solutioning, storytelling, commercial development, contracting, and onboarding.
Transformation is a significant aspect of your work. How do you assist clients in transforming their marketing organizations, and what innovative solutions do you provide to combine CRM, online marketing, media, creative, in-housing, and retail media?
At iProspect, we take a more consultative approach to our clients’ businesses.Itbusinesses. It is our job to cultivate a robust understanding of today’s marketplace to help clients become category leaders and achieve business outcomes through media and beyond. Yes, we’re a media agency, but we focus on identity to drive business outcomes. We believe successful brands need:
- Identity-first decision-making
- Performance everywhere: generating demand at every media intersection
- Relevant and frictionless brand experiences that deliver growth
- Outcome-driven innovation
You also enjoy developing and mentoring your team of growth professionals. What qualities do you look for in team members, and how do you foster a culture of excellence, collaboration, and innovation within your team?
I look for quiet confidence. It’s often just a gut feeling I have about people. I like to encourage talent from the ground up. I set clear expectations and KPIs (which are pretty black and white in my line of work). I provide processes and technology to enable the right behaviors, and I take an entrepreneurial approach to building sales teams. I tend not to micro-manage but rather be available as a sounding board. I give my teams enough rope to knock it out of the park or fail.
Looking to the future, what are your goals and aspirations as the Chief Growth Officer at iProspect, and how do you envision the role of data, analytics, and technology in shaping the future of customer experiences and growth strategies?
I’m looking forward to cementing iPropsect’s brand in the marketplace as a full-funnel performance powerhouse. We have a specific client profile that is aligned with our vision. They need to be data-mature and believe in frictionless customer experiences.
