Rina Nagashima is an expert who once was eager to learn mobile and nowadays is the Director of Growth at Paltalk Inc. Get to know her!
Where are you at in the world these days?
I’m from the midwest and moved out east about six years ago, and have been here since. I transitioned offices with the same company, then luckily I was able to leverage my networking circle I built from there to get me to where I am right now.
How did you get into mobile advertising?
I was managing desktop programmatic campaigns with small mobile tests, and an opportunity to learn and transition to a 100% mobile role was available at the same company. I knew mobile was going to be a growing channel and having the opportunity to learn mobile was pretty enticing. At the time it was one director on mobile, and they needed campaign management fast and so I dove right in! It was all very exciting to me because if mobile UA was something I didn’t know anything about at the time. I’m always willing to learn something new and am happy I took the chance.
What is your favorite area of mobile marketing?
Having a media planning/strategy background, I like to learn about each platform and media partner, strategize how it ties in with the goals and objectives of the application I am working on.
What would you consider to be your marketing specialty?
Planning/Strategy. I like to partner with different companies (not just SANs) and learning about their offering, and I like talking to people! Strategizing how they can help our UA efforts is what I like most. I became a resident expert in this fashion because I solely focused on these partnerships. Also with UA comes challenges like ad fraud, and partnering with the ‘right’ guys for your product. As a result, I did a lot of research and investigating and learning about mobile ad fraud as well.
What are the biggest challenges you currently face?
Navigating the effects of COVID on our products and how we approach marketing in the ever changing industry.
What are your essential tools and resources?
At the moment, marketing slack communities where we exchange ideas and get help from each other.
What do you think are the key future trends in the mobile industry?
I’m interested in seeing how AI and VR will move businesses, as our culture has been shifting to a remote lifestyle.
