As Director of Marketing at MightyHive, Lizzie leads brand activation and event strategy, helping to facilitate the team’s ability to share their expertise as thought leaders within the industry. Previously, Lizzie had the very meta job of marketing marketing conferences to marketers. In her spare time, Lizzie enjoys playing with her dogs Bud and Hank, reading voraciously, and going to concerts. She is also a staunch supporter of the Oxford comma.
Recently, MightyHive hosted its first In-House Alliance Dinner in San Francisco where the conversations centered around recruiting and building in-house programmatic teams. MightyHive President Americas, Emily Del Greco asked Electronic Art’s Global Head of Media, Belinda Smith to share her experience as a change agent building teams at both AT&T and EA.
Belinda Smith, left, Global Head of Media, EA and Emily Del Greco, President of the Americas, MightyHive, speak at the inaugural MightyHive In-House Alliance Dinner in San Francisco.
Ultimately, Smith changed the culture of the companies she worked for. To do this, she moved teams halfway across the county, launched robust talent recruitment programs, and successfully campaigned for millions of budgetary dollars. But perhaps the biggest challenge was finding ways to blend agency culture with the deeply-rooted brand values.
During the interview, Smith confessed she missed the variety an agency affords, but showed no signs of wanting to return. At EA, Smith recognizes that she is in a place where she can make the most impact.
Smith and Del Greco spoke about building in-house teams in front of an audience at the MightyHive In-House Alliance Dinner.
“When you are at an agency… your client being happy is what is sustaining you. That creates an inherent conflict of interest when you have bad news to tell them…so for me, I am fulfilled by the fact that I am in a position to have the mandate to be audacious and to challenge what is going on and to think about how we do things differently.”—Belinda Smith