PicsArt, the corporate behind the photo-editing app of the identical title, has employed Tammy Nam as its first chief working officer.
Nam was most lately the CEO of Viki, the Rakuten-acquired video streaming service, and earlier than that served as a advertising and marketing govt at Viki, Scribd and Slide.
PicsArt stated Nam will report back to founder and CEO Hovhannes Avoyan, and that she’s going to oversee all points of the enterprise apart from product and engineering.
“PicsArt has grown organically thus far, however our subsequent massive alternative is in directing this development by means of the correct market growth, group engagement and income channels,” Avoyan stated within the announcement. “Along with her confirmed operational expertise in each shopper promoting and subscription-based companies, Tammy provides deep bench power in market, model and group growth — areas that can be vital for us shifting ahead.”
The corporate introduced final 12 months that it’s reaching 100 million monthly active users. Nam instructed me she was significantly impressed that it achieved that development with out important advertising and marketing spend.
“I perceive what it takes to develop shortly, but additionally thoughtfully,” she stated. “Due to my background, the CEO and the board felt like I’d be an excellent match to [help PicsArt] attain the subsequent 200 million, the subsequent 500 million customers.”
Requested what considerate development appears to be like like for PicsArt, Nam stated it means not simply rising at any value, but additionally contemplating issues like income and the completely different communities utilizing the app. She stated she’s attempting to look at the corporate’s construction to make sure it may “maximize efficiencies in direction of these massive objectives.”
“It’ll proceed to develop organically, however the branding, the person growth will certainly evolve,” she added. “There’s a sea of corporations that play in our house … How do you stand out? And the way do you keep related?”
Nam additionally stated that she’ll be PicsArt’s alternatives for worldwide development. Not that the corporate has been neglecting the world past the USA — China is its fastest-growing market and already one among its high nations for income. (The corporate says it lately turned worthwhile following the launch of its PicsArt Gold subscription.)
Nam recommended that PicsArt can transfer into new markets with out competing with the dominant social media platforms, as a result of it’s “agnostic” when it comes to the place customers publish their edited images.
“It’s fully lowered the barrier,” she stated. “It was once you needed to know Photoshop. Now it’s really easy to create professional-looking images, photos and shortly animations, movies, and so forth. Everyone seems to be a creator.”