Following the first rising star feature , the IAB Singapore Programmatic Committee continues its hunt for the industry’s brightest talents behind the technology. This series aims to find out how these passionate practitioners got started, the secrets behind their success and what they are doing to drive the industry forward.
Describing herself as an ad tech evangelist, Marrah Africa, NMI senior manager, training and certification APAC at Mediamath, developed a personal commitment to further programmatic education in the region.
Starting her programmatic career in Mediacom, Africa developed planning and operational process for programmatic adoption for P&G ASEAN, educating internal and client teams across six markets.
Africa believes that a successful marketer today must be both a scientist and an artist. At the heart of successful programmatic adoption is a solid foundation to turn theory into practice through relevant and thought-provoking education. Bridging businesses to the right solutions requires a strong establishment of “what’s in it for me?” and breaking down the complex jargons by speaking through the language of others.
Moving to Mediamath to lead their educational arm, Africa pioneered as the APAC lead for New Marketing Institute, an education program. She single-handedly developed and rolled out the program for the businesses across the region.
“As programmatic is still in its infant stage in most of the Southeast Asia countries, it’s crucial that we need someone like Marrah, who truly understands how programmatic works and the true benefits of programmatic and be able to transfer her knowledge to individuals at group-level. This is how we can grow programmatic together in the region,” shared Anna Chan, regional managing director, Asia of Amnet.
Mediamath and the New Marketing Institute will be one of the contributors to the IAB Singapore’s Adapt and Grow Professional Conversion Programme (PCP) for Programmatic Advertising. The programme, launched in partnership with the EDB & WSG, is developed to help meet the growing need for talent with programmatic advertising skill sets. We look forward to working with rising stars such as Africa at the forefront of the industry to develop the leaders of tomorrow.
Read the full interview with Marrah here.