Our host Eitan Koter discussed with Esther Uhalte Cisneros, a seasoned professional with a rich background spanning several countries and leading roles in media, advertising, technology and e-commerce.
From her early days in advertising sales at CNN to her transformative years in New York working for Estee Lauder and her current position at Google, as Head of eCommerce & Retail Sales for the German market.
Esther explains the products and solutions that Google offers to the retail and ecommerce market, with a focus on AI and data analytics. She addresses the challenges and concerns around privacy regulations and emphasizes the importance of implementing privacy solutions to maintain conversions and measurement
The interview also touches on various industry topics, including the impact video advertising, and how small brands can compete by focusing on their competitive advantages. Esther’s approach to sales, her insights on video strategy, and her reflections on her career achievements and personal aspirations add further depth to the dialogue.
Takeaways:
- Esther’s career has spanned various roles in advertising sales, media agencies, and brand marketing, providing her with a diverse skill set.
- The German market offers significant opportunities for e-commerce growth, particularly in the mid-sized company segment.
- Google provides products and solutions that help businesses in the German market with AI, data analytics, and privacy regulations.
- Implementing privacy solutions is crucial for maintaining conversions and measurement in the face of changing privacy regulations. Measurement foundations and privacy solutions are crucial for success in the industry.
- Smaller brands can compete by focusing on their competitive advantages and leveraging AI to multiply their creative assets.
- Quality creative is essential for success in video advertising.
- Sales leaders play a crucial role in enabling companies and should be genuine in their recommendations.
- Curiosity, gratitude, and lifting others are important qualities for success in the industry.
Chapters:
00:00 Introduction and Background
01:24 Career Journey
09:19 German Market and E-commerce Trends
27:34 Measurement Foundations and Privacy Solutions
28:01 Competing with Big Brands
29:19 Differentiating in a Noisy Market
30:48 Using AI to Multiply Creative Assets
31:16 Continuing Advertising and Adjusting Strategy
33:10 The Importance of Quality Creative in Video Advertising
34:34 The Role of Video in E-commerce
39:28 The Definition of a Sales Leader
45:26 Curiosity, Gratitude, and Lifting Others
48:13 Proud Accomplishments
49:04 Reading Old Newspapers
Esther’s LinkedIn profile: https://www.linkedin.com/in/estheruhaltecisneros/
Looking to elevate your e-commerce game with shoppable videos and social commerce? Visit Vimmi at https://www.vimmi.net
