official debut in 2011, Crowdtap has achieved solid traction with its “brand-to-fan” connector and influencer marketing strategy. With the help of partners like P&G and Campbell's, the
start-up recently doubled its Fortune 500 brand roster in 12 months and tripled its 2012 revenue in six months.
Yet, according to Anna Kassoway, Crowdtap’s newly minted CMO, the firm
faces many challenges going forward.
“As with any young company, what you gain with innovation and maneuverability, you may lose in resources,” Kassoway tells Online Media
Daily. “A key challenge will be to find creative ways to deliver high-class/low-cost marketing and execute water-tight messaging to ensure we are able to rise above the fray while we scale the
Fortunately for Crowdtap, Kassoway knows a thing or two about building companies from the ground up, having most recently served as SVP of global marketing at Vibrant Media
-- a small contextual ad firm with big ambitions.
Regarding her new role, Kassoway says: “My top priorities are to redefine our positioning and drive the conversation around social
influence through a content-rich marketing strategy.”
Why a “content-rich” marketing strategy? “Social media is redefining the way brands market their products and
services,” according to Kassoway. “Ninety-two percent of consumers say they trust earned media above all other forms of advertising … and social marketing is the most effective way
to move this needle.”
In addition to Kassoway, social technology expert Fiona Pietruski has been tapped as Crowdtap's new vice president, content strategy and services. In this new
created position, Pietruski will oversee Crowdtap’s account services and strategy.
As a founding team member and CMO of SheSpeaks, a female social activation platform, Fiona designed
and built influencer networks, management tools and client programs.
To help expand its portfolio of West Coast clients, Crowdtap will also be opening a Los Angeles office next month. The
office will be headed by Ian Tenenbaum, vice president of strategic relationships.
Additional brand clients include Verizon, Nestle, Kraft, Reckitt-Benckiser, Old Navy, AT&T, and
To date, Crowdtap has raised $10 million led by leading Venture Capital firms The Foundry Group and Tribeca Venture Partners