Television has evolved quite substantially in recent years perhaps by necessity rather than by choice. The prevalence of the online space has meant the ‘old ways’ of television advertising simply don’t make sense anymore. This is why companies such as FreeWheel are so important in keeping the platform relevant.
FreeWheel promotes itself as “a provider of comprehensive ad platforms for publishers, advertisers, and media buyers.” It’s powered by premium video content and data, and wants to “revolutionise the way publishers and marketers transact across all screens, data types, and sales channels.”
In short, FreeWheel is all about streamlining media planning and buying across all channels; something they refer to as “connected TV.” Of course, such an ambitious concept requires strong leadership and that’s where our latest #GettingToKnow subject comes into play.
This week, we’re getting to know Stefanie Briec, Director of Demand Sales UK & INTL at FreeWheel.
Tell us a bit about your role! What is one typical day like?
At FreeWheel, I’m responsible for leading the UK and Dutch sales teams. We connect with media agencies that can benefit from our video proposition. My role, in essence, is smoothing the way for my team so they can open important conversations with clients or potential clients. A typical day for me involves a lot of project management. I coordinate and drive us to achieve success, providing structure, support, and lines of communication, as well as ensuring my teams have all the resources they need.
What was the biggest challenge in getting to your current position?
Imposter syndrome. I suddenly became a leader, which shifted my position at work from collaborating with colleagues and friends to earning the respect of more senior individuals. As I stepped out of a junior position, I doubted my ability and felt the urge to prove that I was right for my new role, and that I truly deserved it.
Finding my feet took a little time as my position evolved. A key realisation for me was that, when you’re an individual contributor, your focus is on you, but when leading a team, you must be responsible for getting everyone on board and creating a positive, productive mindset.
What is your personal background and what role did it play in your career?
I’m an Austrian who moved to France when I was 18 years old. In both my personal life and career, I’ve always had to be flexible and adapt to cultures outside of my own. Different cultural environments come with different ways of working, so what seems best in one country may not translate into another.
This experience has helped me understand our clients’ challenges and priorities across different markets. With the video landscape in each country having its own infrastructure, regulations, audience expectations, levels of fragmentation, and drivers for growth, it’s important to be in tune with multiple cultures, as they absolutely have an impact on the market. Having the ability to take on new approaches has played a key role throughout my career.
What is your biggest career-related win? What is your biggest loss?
One of my biggest wins is undoubtedly the way I have navigated my team through the last 2 years of multiple hurdles and disruptions related to the pandemic. The WFH situation which we were all forced into overnight has brought its challenges. Staying open-minded and flexible with everyone’s individual “new normal” was key, I think, to keep the team engaged and motivated and even grow our business despite marketing budgets being cut.
However, with that also comes my biggest loss. After a long period of no resignation, we have inevitably entered what seems to be “The Great Resignation” and I have lost some incredible talent (those concerned will recognise themselves!) which I would have loved to develop further within the company.
What is one top marketing tip you learned on the job?
Be open minded and take on a test-and-learn approach. I always tell this to clients, because with media campaigns there is constant innovation and new opportunities to try out. It’s important to dedicate a section of your annual budget to experimentation, as you never know how it could benefit your ROI. In a nutshell, don’t be averse to risks.
When you have this mindset, find the right partner to support you in taking these risks, switching things up if plans aren’t instantly successful, and also being flexible on a personal level — it makes a huge difference day-to-day.
Which individuals and/or brands do you gain inspiration from? Do you have any heroes in the industry?
For me, Psycle was an inspirational fitness brand during the pandemic. It seized the potential of Instagram to create a massive online community, providing free virtual workout classes every morning. I joined these myself and they allowed me to start my day in a positive and motivated way.
As a brand, I admire how Psycle adapted to the global situation and found an opportunity to grow in the pandemic. It responded swiftly to consumer expectations and delivered what was needed in the market at that moment. The brands that can change their strategies and tactics to suit their environment, even when it’s challenging, are the ones that I usually take inspiration from.
How has COVID-19 affected you?
As with most people, it’s been a difficult time. I had to adapt quickly to both internal and external changes. For my team, I had to ensure they still had the necessary support, which is harder when you can’t meet in person to overcome challenges.
Setting up daily video check-ins while working from home gave everyone the chance to address work-related issues and reconnect over non-business topics. Although these calls weren’t mandatory, people found them valuable for keeping the team together. We’ve reintroduced them this year.
From a customer perspective, our client base changed due to the pandemic. As brands’ priorities shifted unexpectedly, FreeWheel’s priorities had to as well and we relearned how to meet customers’ needs. Moving into 2022, we will continue pivoting around new challenges as they appear. Despite some changes being hard to predict, the process of adapting is something teams and businesses can master.
What is your biggest hope for your brand in 2022?
I’m excited to continue FreeWheel’s journey around connected TV (CTV). Freewheel is in a strong place to offer CTV to our clients and many brands have come on board to test what it can do for them. For those that have, CTV has become key within their media plans.
As for the wider industry, I have high hopes that we will take CTV even further this year. I hope we can enable clients to accurately measure the impact of their campaigns, as well as allowing them to gain insight into how CTV contributes to their overall marketing objectives and how it can complement their linear TV campaigns.
What is your one piece of advice to aspiring marketers?
Apply the test-and-learn approach to your own career. There are many different avenues, specialisms, and opportunities in the marketing industry, but with innovation being constant, there’s always room for talent. Whether expanding your role, learning new skills, or leveraging networking events to find a coach, testing out something new will help you launch and grow your career.
How do you recharge away from the office?
By spending time with my family. Being with my two daughters — one young, and one a baby — allows me to mentally recharge. My eldest daughter is incredibly strong minded. I see a leader in her and she is my inspiration, because despite her age she handles situations in a very mature way. If there’s one thing recent events have driven home for me, it’s the importance of family.
What’s your one big dream for the future of brands?
Achieving a net zero carbon footprint. On a personal level, we’re seeing more and more people commit to making genuinely sustainable choices, and I believe brands have a huge role to play in this transformation. I hope even more brands will come on board with the necessary measures and practices to reach net zero. The objective is the same across all markets, but each brand will need to find a smart and probably unique way to realise it.
Do you have any websites, books or resources you would recommend?
LinkedIn is my go-to for industry news. It helps me keep up to date with the latest developments, innovations, and conversations happening in the market, particularly as key publications share their updates on it. I recommend using it as a daily resource to stay in the know.
