160101_ER Magazine_Automating Mixed Media Modeling
150818_DM News_40 Under 40 Profile
1. September 24, 2015
2015 40Under40 Winner: Jessica Hawthorne-Castro
http://www.dmnews.com/marketing-strategy/2015-40under40-winner-jessica-
hawthorne-castro/article/440570/
Elyse Dupré
Hawthorne-Castro has always been a TV star—just one
that's behind the scenes. She served as a talent agent
for what's now WME/William Morris Endeavor, and
then worked her way up the corporate ladder at
Hawthorne Direct, from account executive to CEO.
Considering her focus on transforming data into insight
that's actionable, it's no surprise that she continues to
position the direct response agency as a leader not just
in channels such as direct response TV, but also in data-
driven capabilities such as cross-channel attribution.
Defining moment: A few years into working at the agency here, I was working full
time but obtained my MBA part time.... I was client-facing before; after getting my
MBA, I turned my focus internally toward the company…on the corporate branding,
the strategic planning, the messaging, and really furthering that forward and taking
that agency into the future.
Words to live by: Work hard, play hard.
Strategy shift: It would be the overall speed at which the world, business, and
advertising works these days that's really made me focus on scalability.... It's not
only developing internal resources—operations skills, processes, hiring people—
but it's also scalability that I can quickly add on external resources, partnerships,
whatever it is, to get the needs of our [clients'] campaigns and at the speed at which
business operates these days.
Up next: We've been building analytics and attribution models for the past 30 years.
We're happy that it's now come to the forefront with brand-to-consumer needs. You
should be able to have an advertising campaign that's obviously beautiful and
delivering the appropriate message, but [is] also effective. You should also be able to
report on it [and] deliver the analytics and KPIs associated with it. That wasn't
always the case.
Advice to young marketers: Have energy, drive, and enthusiasm, but be ready for
hard work.
![September 24, 2015
2015 40Under40 Winner: Jessica Hawthorne-Castro
http://www.dmnews.com/marketing-strategy/2015-40under40-winner-jessica-
hawthorne-castro/article/440570/
Elyse Dupré
Hawthorne-Castro has always been a TV star—just one
that's behind the scenes. She served as a talent agent
for what's now WME/William Morris Endeavor, and
then worked her way up the corporate ladder at
Hawthorne Direct, from account executive to CEO.
Considering her focus on transforming data into insight
that's actionable, it's no surprise that she continues to
position the direct response agency as a leader not just
in channels such as direct response TV, but also in data-
driven capabilities such as cross-channel attribution.
Defining moment: A few years into working at the agency here, I was working full
time but obtained my MBA part time.... I was client-facing before; after getting my
MBA, I turned my focus internally toward the company…on the corporate branding,
the strategic planning, the messaging, and really furthering that forward and taking
that agency into the future.
Words to live by: Work hard, play hard.
Strategy shift: It would be the overall speed at which the world, business, and
advertising works these days that's really made me focus on scalability.... It's not
only developing internal resources—operations skills, processes, hiring people—
but it's also scalability that I can quickly add on external resources, partnerships,
whatever it is, to get the needs of our [clients'] campaigns and at the speed at which
business operates these days.
Up next: We've been building analytics and attribution models for the past 30 years.
We're happy that it's now come to the forefront with brand-to-consumer needs. You
should be able to have an advertising campaign that's obviously beautiful and
delivering the appropriate message, but [is] also effective. You should also be able to
report on it [and] deliver the analytics and KPIs associated with it. That wasn't
always the case.
Advice to young marketers: Have energy, drive, and enthusiasm, but be ready for
hard work.](https://image.slidesharecdn.com/b398a506-6a6b-4f54-87f6-62b63c35d401-150930223652-lva1-app6892/85/150818dm-news40-under-40-profile-1-320.jpg)
