Frontline Marketing

Meet Five Marketing Stars From Forbes 30 Under 30

Nina Yiamsamatha - Instagram Melanie Cohn - Dunkin' Donuts Alandha Scott - YouTube Eric Mogil - Michael Kors Thea Neal - Hallmark

By | November 14, 2017 |

Forbes has just released its annual 30 Under 30 list, recognizing 600 young professionals for innovation in their respective fields. Among the honorees, here are five from the marketing and advertising category that stand out for excellence.

As with Forbes 30 Under 30, these honorees are listed in no particular order and are acknowledged equally.

Nina Yiamsamatha—Project Marketing Manager, Instagram

Yiamsamatha joined Instagram in April of 2015, after nearly five years managing brand and content strategies for Foursquare. This young professional oversees a team of product marketers that bring Instagram’s biggest functions to market, including Instagram Stories, the ability to post multiple photos and videos in a single post and face filters.

Since its launch last fall, Instagram Stories has gained a reputation for shaking up the social media arena, from influencer marketing to the way brands use the platform. Instagram’s search and Discovery features are attractive to young creators, and Facebook’s analytic tools allow brands to track ROI. Instagram Stories now reaches more than 200 million users a day—more than competitor Snapchat’s entire user base.

Through the efforts of Yiamsamatha and her team, the launch of Instagram Stories was so successful that parent company Facebook has added the feature to its social network.

Thea Neal—Social Media Leader, Hallmark Cards

Neal joined Hallmark in September of 2016 after several years of agency-level marketing and on-camera hosting. As the host of Hallmark’s show “Party 101,” Neal revamped the series into a light-hearted DIY series while also marketing Hallmark Gold Crown Stores.

She was the lead strategist for Hallmark’s collaboration with CMA Music Fest, the company’s influencer marketing program and leads social media for Hallmark’s Gold Crown Stores on Instagram and Pinterest.

As a legacy brand over a century old, Hallmark sells paper cards in a world now dominated by email and text messages. Neal’s digital native insights and on-screen personality help reach young consumers in a relatable way through how-to videos and inspiration, as opposed to hard selling.

Melanie Cohn—Senior Manager Of Digital And Social Media, Dunkin’ Brands

As the founder of Young Women in Digital, Melanie Cohn created a network of over 1,500 professionals either working or interested working in the marketing field. She joined Dunkin’ Brands in January of this year, where she leads the digital media planning and strategy for its Dunkin’ Donuts brand.

Dunkin’ has baked up a number of interesting marketing strategies this year, especially around the holidays. Cohn’s digital native perspective has helped launch campaigns across social media platforms, including Snapchat geofilters.

For fall, Dunkin’ partnered with Rue La La to create a “Girl on the Go: Fall Style” boutique. Open for one week only, the activation featured cross-promotion between the lifestyle shopping website and Dunkin’ Donuts to offer discounts and style ideas.

To celebrate Halloween, the brand resurrected a meme from years past—Dancing Pumpkin Man. One Halloween night in 2009, news anchor Matt Geiler donned a pumpkin mask and black unitard, then danced in front of a green screen to fill a hole in their programming. The dance went down in meme history, and Dunkin’ Donuts teamed with Geiler to help usher in its line of fall-flavored coffee drinks.

Alandha Scott—Head Of YouTube Originals Product Marketing

YouTube Red has turned a video-watching site into a source for original, streaming entertainment. Alandha Scott joined YouTube in 2012 after a year as product marketing manager for Google. Since then, Scott has been behind some of the site’s most notable features, including the first-ever YouTube channel “trailers.” These preview videos have become the primary marketing tool for creators and channels to encourage subscriptions.

Scott conceived and executed the first YouTube Creator Summit—a now annual event that gathers social media talent from across the world that fosters the influencer marketing economy.

This year, YouTube Red has produced a number of shows that appeal to the gaming demographic, including Clash-A-Rama and Fruit Ninja: Frenzy Force.

Eric Mogil—Director Of Digital Innovation, Michael Kors

Michael Kors, like many luxury brands, has been under pressure to adapt to a digital native consumer base. In 2011, Eric Mogil joined the company as a digital strategist and worked his way up the ranks to director of digital innovation over the span of six years. During his time at Michael Kors, Mogil helped usher in a new era for the brand through social integration, mobile technology and the KorsConsierge style-as-a-service platform.

In May, Michael Kohrs announced its Runway 2020 plan—a revitalization strategy that includes a major shift to e-commerce. The brand shuttered 125 stores and now places a significant interest in Instagram shopping.

The brand is combining fashion with technology through products like its Access smartwatch collection—devices that integrate Google Assistant voice-activated technology.

Eric Mogil left Michael Kors in November to accept the role of CMO at Token—a technology company that specializes in wearable authenticators. Token is manufacturing one ring to rule, err unlock computers, doors, start cars or pay for them all.

We at AListDaily would like to congratulate all those honored in Forbes 30 Under 30. Here are all the marketing and advertising honorees.