Basic Info

Name:
Elizabeth Aris
Contributor Status:
Native AdVice
Initial Contribution Date:
02/29/2016
Primary Location:
New York, NY, USA

Career Info

Primary Industry:
Marketing / Advertising, Social / Networking, Technology
Personal Career Headline:
CEO and co-founder of MOSH.
Business Description (One-Liner):

Social media platform.

More Business Details:
Online Platform / Web-based Business
Experience Timeline:
21-30 years of work experience

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Career Snapshot:

Elizabeth Aris is the CEO and co-founder of MOSH., a new digital platform that is challenging the existing social media model. A true marketing and technology guru, Elizabeth empowers brands, influencers and organizations to be in control of their content and data, helps them find their most passionate consumers, and allows them to form more effective and lucrative business partnerships.

With over 25 years of experience in senior executive marketing and management positions at global Fortune 500 firms, Elizabeth has deep expertise in mobile, media, tech and retail banking industries and across various markets, including Asia, Australia and the U.S. Prior to starting MOSH., Elizabeth served as the CMO and VP of Sales, Strategy and Regulatory Affairs for Alcatel-Lucent, covering 20 countries based out of Shanghai, China.

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How did you get into the industry?:

A Chief Marketing Officer from one of the biggest banks in Australia came to my university and asked for a graduate to be recommended to join the team – and I was lucky enough to get the job. This position allowed me to execute many product launches and decommissions, while merging customer bases, pricing and research in my first few years alone. It gave me great experience, which I then was able to expand upon for another 15 years. I ended up in a senior role in consumer marketing and product management for a Top 50 bank, and afterwards I moved out of banking and went to work for some of the largest software companies in the world. It was a great way to learn about the tech sector, but I also realized banks were very good at marketing and managing customer relationships compared to the tech industry. In software, they are able to have direct engagement with enterprise customers, but they do not know the customer’s name or understand small to medium businesses since these relationships are managed through various channels, which highlights a true gap in the market.I later assumed a position with a major telecommunications and media firm in Australia, which gave me exposure to the type of marketing a bank does but one that also required the understanding of technology, particularly in mobile. It also allowed me to worked for Sol Trujillo, former U.S. CEO of Telstra and a tech innovator, where I learned to use a highly sophisticated marketing strategy called Market Based Management – a new and better way of understanding customer needs and segmentation for businesses. My current company, digital engagement platform MOSH., is based off this model.

Inspiration for the business idea, and your vision for the Business?:

Throughout my time as a CMO, I was getting increasingly frustrated with the existing digital platforms on the market. They all use the Advertising Business Model, which features inadequate customer segmentation programs and takes control away from the brands. Instead of providing a competitive advantage, this model has become a growing business hurdle to the CMOs, brands and organizations looking to connect with consumers and other partners in a more effective way. So I decided to do something about it. Impressed by Trujillo’s track record as a business visionary, I took the concept of MOSH. to him first and, encouraged by his feedback and willingness to invest in it, I left my position at a Fortune 500 firm and ventured into a new career journey as a startup founder. I replaced Sydney with New York and started MOSH.MOSH. is designed to bring brands closer to their business objectives, and consumers closer to their passions. The platform aims to serve as an interactive digital ecosystem that provides its user brands with consistent, real-time, individual and identifiable customer data. It gives brands the ability to directly market their true customers through social interaction, rich multimedia content and e-commerce capabilities. At the same time, MOSH. allows fans to directly engage with their favorite brands, celebrities, influencers, and causes through an unfiltered voice and exclusive content offering.Although we are still in the early stages, we have received an incredible response from various partners, brands and fans on MOSH. and we were honored to be named one of the Top 10 Startups to Watch by the Cannes Lions Festival this past summer.

Ideal experience for a customer/client?:

An ideal experience for our clients and partners would be that once they sign up and create a page, they are able to engage directly with their most avid fans and post exclusive content specifically to this platform. The data and insights they receive from the platform allows them to better understand their key customer base, cater to their needs, participate in a two-way dialogue, and market to them in a more meaningful way.Meanwhile, fans who sign up for MOSH. to follow their favorite brands, influencers and causes receive this personalized level of communication and an exclusive content from groups and individuals they are most passionate about.

Career advice to those in your industry?:

Persevere. When you are feeling the most challenged, that is when you are growing. It may be hard to take the next step, but you know it needs to be done, so take a deep breath and move.

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