Humans of 3Q: Senior Leadership Team – Part 1
Published: April 15, 2022
Author: Phoebe Martell-Crawford
Something we hear time and again is that the people who work at 3Q are what make it so special. Our Humans of 3Q series features some of the incredible people we’re lucky to have and we sat down with our newest Senior Leadership Team (SLT) members to get to know them a bit more. In the first part of this two part series, Amie Crawford, Savitha Namuduri, and Yomei Kajita share their thoughts on 3Q, the biggest marketing trends, and also give us a small look into their personal lives.
Amie Crawford
Senior Vice President, Client Services
Tell us about what you do at 3Q
As SVP, Client Services, I am responsible for overseeing client-facing teams, driving account plans and relationships for 3Q’s clients. As an advisor, coach, and mentor, I believe in a “one team, one dream” philosophy. My goal is to drive growth for our people and our clients.
Which of our core values (Accept No Limits, Act for the Greater Good, Be Inclusive, or Own It) resonates most with you and why?
Honestly, it’s impossible for me to pick one, I love all of 3Q’s values and they were a big draw to joining the team here, because they are part of my DNA. Having played sports almost my entire life, these values have been guiding principles for me both personally and professionally.
As an athlete, you are trained to always strive for that next level, to hit a new PR and to push your body beyond what it was capable of the day before. You train every day to accept no limits. There is a large parallel in the digital space, where every day, there are new possibilities that are created, new channels, new ways to target. To be the best, you have to constantly challenge the status quo and accept no limits in the same way.
Being part of a team, you are part of a community that is working together towards common goals. Quite simply, to achieve those goals, you have to act for the greater good and stand by and support each other through good times and bad.
You have to act in an inclusive manner that supports the community around you. I believe that when people feel supported, seen, and that their skills and strengths are being utilized, that is when we deliver the best results.
And finally, I am a huge believer in accountability. You have to own it. We have to put in the work, deliver on our promises, and hold ourselves and each other accountable.
How did you know 3Q was the right fit for you?
I knew 3Q was the right place for me because of the team here. I felt the 3Q values in every conversation I had leading up to joining, and I’ve continued to feel those values every day in every person I’ve met at 3Q.
What do you like to do in your free time?
What’s “free time?” Lol, as a mom of two amazing future leaders Lana (7) and Alex (3), I’m not quite sure what free time is anymore…but when I’m not in work/mom mode, I love working out, I’m a huge fan of spin classes, I love to bake, and I’m really looking forward to being able to travel again as the world (hopefully) starts to open back up. My wife and I have a trip planned to go to Italy this summer for a wedding and to celebrate our 10th wedding anniversary.
What do you think has been the most interesting change in the marketing industry or in your channel this year?
The biggest change in the marketing industry that I have found the most inspiring and interesting has been the continued rise of representation in media. Seeing more diversity and inclusion of historically marginalized communities is incredibly important, powerful, and something I look forward to seeing more of.
Savitha Namuduri
Senior Vice President, Decision Sciences and Analytics
Tell us about what you do at 3Q
I lead the Decision Science & Analytics Practice at 3Q. My team is responsible for all measurement and analytics work such as testing, forecasting, campaign, and business insights, along with a host of other analytical point solutions.
Which of our core values (Accept No Limits, Act for the Greater Good, Be Inclusive, or Own It) resonates most with you and why?
I think all of them resonate with me to some extent. They all are really inter-related and signify a mindset of personal responsibility, pushing boundaries, and thinking beyond oneself. If I were to pick one, I would say, ‘Act for the Greater Good,’ which sometimes means sacrificing short-lived gains for the benefit of longer-term benefits and making choices that have an impact on people around us.
How did you know 3Q was the right fit for you?
I was impressed by the company publicly sharing their core values on the website. It showed commitment to the values and aligned with my own values. When there is congruence there, it provides a thriving environment to provide quality work. I was also impressed by the people that interviewed me and the way my timeline was accommodated. It confirmed that 3Q would be a great fit.
What do you like to do in your free time?
I am a musician. I sing and teach Indian classical music in my free time.
What do you think has been the most interesting change in the marketing industry or in your channel this year?
First and third-party cookie depreciation has been top of mind for many marketers, especially the folks that deal with data. In light of this, and with increased sensitivity to privacy, it is interesting to see how marketers will continue to navigate serving relevant ads to customers while still being respectful of privacy concerns.
Yomei Kajita
Senior Vice President, Paid Social
Tell us about what you do at 3Q
As the SVP of Paid Social, I’m responsible for making sure that our client services teams are learning and applying media best practices, and also building 3Q’s own best practices that are not necessarily even proven out yet by social advertising platform partners. My favorite part of my role is working side-by-side with our client services team to unlock opportunities, partnering with our creative department to help our clients up-level their creative game, and collaborating with our analytics team to make sure our measurement methodology represents the value of social channels’ performance in the most accurate way.
Which of our core values (Accept No Limits, Act for the Greater Good, Be Inclusive, or Own It) resonates most with you and why?
I’m all about ‘Own It’ because I take a lot of pride in what I do at work and in my personal life. Being accountable to myself and others is really important to me and I feel that this principle has gotten me to where I am today. As I’ve moved up the ladder professionally in my career, this value becomes even more visible to others, and it’s even more critical to lead by example and follow your gut.
How did you know 3Q was the right fit for you?
I knew I wanted to be at 3Q based on the leadership team’s hunger to elevate the agency’s social program to the next level. 3Q is already respected in the industry as a forward thinking agency with so many clients who would say great things about us, and it was reassuring to me that the leadership didn’t want to rest on its laurels. I’m reminded that I made the right decision to come on board by our talented client services team who work on difficult problems and build sound digital marketing strategies every day.
What do you like to do in your free time?
I have too many hobbies but I tend to focus on 2-3 things at a time! Currently, a lot of my attention has been going to making my own wine at home from syrah grapes and getting better at golf. I’m not sure what it says about me, but I tend to choose hobbies that are difficult to master and take many years to improve. I also co-run a Japanese skincare eCommerce business on the side for fun, called BasCue. I run the marketing efforts behind it and it allows me to stay sharp on the ins and outs of advertising platforms in practice.
What do you think has been the most interesting change in the marketing industry or in your channel this year?
Hands down, Apple’s iOS privacy updates. This update impacted Meta and its advertisers the most due to the significant amount that businesses rely on the platform for their marketing efforts. Large and small businesses all are impacted by this, and I really feel for the marketers who are faced with navigating this new norm. If there’s any positive to be taken from this, it’s that this new landscape forces the industry to move beyond last click measurement and rely more heavily on advanced measurement solutions like incremental lift studies and marketing mix modeling.
Along this line, it’s going to be interesting to see how Meta, which makes 95%+ of its revenue from ads, is going to ride out these choppy waters and when they’ll start to reap the benefits from their investment in its Metaverse. Personally, I own Oculus’ Quest 2 and I haven’t been able to use it routinely. Not enough of my friends own it to interact, it’s heavy and my neck and face hurt after 15 minutes, and I have a difficult time shutting out the surrounding real world while I use the device. I’m curious about how the device will evolve and get mass adoption in the years to come.
We are lucky to have Amie, Savitha, and Yomei on our team! As you have read, they each bring a unique perspective and wealth of knowledge. In our second edition to this series, you will meet Gene Keenan (SVP, Mobile), and Diana Gordon (SVP, Client Services).
Are you interested in joining the team? Check out our careers page to see our open opportunities!
