The Weather Company has hired well-regarded digital marketing upstart Sara Livingston as the company looks to build out its new data-centric division.
Ms. Livingston, 26, joins the Weather Company from the food delivery site Seamless, where she ran a digital marketing team focused on attracting new customers as well as building awareness for the Seamless brand. She is also well known in the industry for her presence on Twitter, where she has built a personal brand by being a relentless explainer of all things ad-tech and digital marketing to execs and journalists alike -- regardless of whether they've asked for input.
At the Weather Company, Ms. Livingston will hold the title of director of marketer solutions and report to Vikram Somaya, who was recently hired away from Thomson Reuters to build and oversee a data-centric group called WeatherFX.
In an interview, Ms. Livingston said she anticipates spending most of her time working with current Weather Company digital advertisers to identify what weather-related trends should be influencing their digital-media buys – from bid prices to the ad creative -- and how to translate successful weather-data analysis to other parts of their marketing programs such as email marketing and marketing on social networks.
"There are obvious trends, such as if it rains, people are less likely to go outside," Ms. Livingston said. "Then there are more subtle trends and relationships that are less intuitive, but which can be identified with proper regression analysis. That's where the real value comes out."
In the end, the goal will be to help advertisers build systems that automatically trigger promotions and other marketing initiatives across all digital marketing channels as weather conditions change.