Share

The Weather Company Brings In Digital Ad Vet Carrie Seifer To Head Sales

Seifer, a former MediaVest and Millennial Media exec, will oversee global consumer and business-facing revenue efforts.

Carrie Seifer is taking on the role of VP, chief revenue officer at The Weather Company as the IBM Watson Cloud Platform unit continues to find ways of using meteorology to bear on Internet of Things and Artificial Intelligence marketing programs.

She arrives in the post after two years as president of digital, data, and technology at Publicis Groupe’s MediaVest. While this position is newly-created, Seifer will partly fill a role last occupied by the widely respected Curt Hecht, who served as global CRO until his untimely death from lung cancer at 47-years-old in Sept. 2015.

Before MediaVest, Seifer led global strategy at mobile ad network Millennial Media and had also served five years at Condé Nast as director of the magazine publisher’s emerging media programs.

The hiring of Seifer to lead sales follows the arrival last October of another digital agency veteran, Jordan Bitterman, as The Weather Company’s CMO. Bitterman had previously been chief strategy officer at WPP Group’s Mindshare, where he developed The Loop, the company’s real-time marketing “war room.” Before Mindshare, Bitterman spent eight years at Publicis’ Digitas as SVP, media, social, mobile & content for all of North America.

Seifer will manage revenue programs aimed at both consumers through its Weather Channel app and digital products (the cable TV network flagship was separated from the company after the IBM acquisition in Jan. 2016) as well as b2b projects.

Advancing Location As A Marketing Tool

Among The Weather Company’s b2c marketing offerings was launch of its dedicated location platform, JOURNEYfx, last fall. JOURNEYfx builds on The Weather Company’s existing marketing functions along with the anticipatory capabilities associated with the IoT and AI.

The primary use of JOURNEYfx includes starting with location — as weather data and consumers’ usage is inherently a place-based function — as a factor to help brands better understand users’ on-the-go patterns to match their likely interests and needs to clients later.

The company boasts that its location data is “accurate down to 5 decimal places” and that it maintains one of the world’s largest continuous sets of first-party location data as it receives an average of 1 billion weekly location pings from consumers who are using its mobile products.

Seifer will also set the sales strategies worldwide, and will help grow The Weather Company’s “routes to market” by combining the company’s data into industry solutions in collaboration with parent company IBM.

Seifer reports to Cameron Clayton, The Weather Company’s GM.

“As The Weather Company has integrated into IBM over the past year, it’s become clear that our customers seek end-to-end solutions from us to help them optimize their business performance, whether their business is in the aviation industry, agriculture, retail or otherwise,” said Clayton, in a statement.

“Given her breadth of marketing, tech and sales experience,” he continued, “Carrie is ideally suited to bring our B2B and B2C efforts together to serve our clients with a holistic approach for everything from marketing to supply chain management and beyond.”

About The Author
David Kaplan David Kaplan @davidakaplan

A New York City-based journalist for over 20 years, David Kaplan is managing editor of GeoMarketing.com. A former editor and reporter at AdExchanger, paidContent, Adweek and MediaPost.