Dynamic Signal hires Joelle Kaufman as CMO

Kaufman was brought on to help the company scale to meet demand.

Joelle Kaufman
Joelle Kaufman

SAN BRUNO, CA: Dynamic Signal has hired Joelle Kaufman as CMO to help scale the company to meet market demand.

Kaufman reports to CEO Russ Fradin, an old colleague she worked with at advertising services company Adify. She oversees 70 people and has five direct reports.

Since starting in mid-August, Kaufman has doubled the size of the marketing team.

The app-based company comms provider anticipates a strong 2017, having nearly doubled its product team, a statement said. Its workforce is expected to grow 100% year-over-year. Dynamic Signal’s clientele represents 20% of the Fortune 500.

Kaufman attributed this rise in demand to a critical problem plaguing large companies: the disconnect between corporate and the everyday employee. She argued the proliferation of channels through which employees receive information, particularly the smartphone, has exacerbated this problem.

"We should be relatively happy at our workplace," Kaufman said. "We should know where the organization is going and how to get there."

Email has lost its effectiveness, no one uses the intranet, and memos are only effective if employees happen to notice one in the break room, she added.

"Employee communication is stuck one shade above writing memos," Kaufman said. "My role is to be an educator. Comms pros and CEOs know they have a problem, but they don’t have their finger on why execution is the problem."

In this role, Kaufman will oversee all marketing functions, including strategy, brand, and demand generation.

Part of her duties involve generating awareness around Dynamic Signal products, a strategy involving thought leadership programs, events, and content, among other initiatives. She also helps ensure customer success after the point-of-purchase by teaching them how to use their service to publish quality content, she explained.

A month ago, Dynamic Signal opened an office in Seattle to expand its engineering capabilities, according to Kaufman. The company also recently rolled out a content feed powered by IBM Watson.

Pavey Purewal preceded Kaufman as CMO. Since April 2016, she has served as an adviser for Dynamic Signal, according to her LinkedIn profile.

Prior to joining Dynamic Signal, Kaufman served as EVP of strategy and business development for retail property company Westfield. Before that, she was CMO of customer experience provider BloomReach, her LinkedIn profile states.

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