At Sprinklr, we treat employees like family. It’s part of The Sprinklr Way, the tenets that outline our purposeful culture. And just like family, we celebrate our employees and their accomplishments. So when Alex Osten, Head of Advertising Channel Partnerships was recently named to the very prestigious 2021 Forbes 30 Under 30 List, we caught up with her to discuss this honor and her tremendous support in managing Sprinklr partnerships.
Alex has been with Sprinklr for just a year, and in that short period of time she’s been an incredible asset to the channel partnerships team. She credits her early career success with decisions she made as an undergraduate at Pace University in New York City, where she double majored in Global Marketing and Arts & Entertainment Management. While a student, she completed twelve internships at several organizations, including NBCUniversal, CBS, Havas, CNN, Conde Nast, and UBS. She also developed two student organizations, one for women and another focused on marketing and promotions for upcoming films at Universal Pictures.
“I was trying to figure out what I wanted to do, and the internships gave me glimpses of the aspects of what I would want in a career, but I came to understand it was okay to not know exactly what ‘job’ that would be,” Alex says.
After college, she entered the workforce as an account manager at Nielsen. She quickly learned that she loved working with people and managing relationships, but also knew that she wanted to be more strategic and focused on partnerships. She then joined the account management team at The Muse, a millennial career destination, and after a year on the team was able to pivot and build out their first strategic partnerships and served in a business development function.
“This was when I had my career ‘aha’ moment,” Alex remembers. “This was what I loved — I wanted to live in the world of partnerships.”
Channeling her talent
The channel partnerships team at Sprinklr is responsible for developing and managing social media and messaging platforms, including partnerships with Facebook, X, formerly Twitter, and TikTok.
The teams onboard new channels and liaise between Sprinklr’s product, engineering, sales, and marketing teams with the teams of those partners. The liaison allows them to work with the partner’s teams on alpha/beta opportunities, API maintenance, channel expansion opportunities, and representing Sprinklr’s roadmap to our channel partner product teams.
“I personally oversee all of our advertising channel partnerships, where I leverage data to better understand adoption and growth across our marketing and advertising products,” Alex says. “I strategize with the channel partners to maximize ad spend going through the platform to help our partners and clients be successful.”
During Alex’s first year at Sprinklr, she is most proud of how her team built out Jira dashboards that connect Sprinklr to the channel partnerships team. “Part of my role has been to create more transparency and eliminate friction across the organization for our advertising channel partners,” Alex says. “It’s been a game-changer to create new resources that allow Sprinklrites to get fast answers and share that information on behalf of their clients.”
The channel partnerships team of eight serves more than 3,400 Sprinklrites and 1,100 clients. “In 2021, we have been able to launch new channels, unblock API limitations, and open new opportunities for our clients across the channels,” Alex says. “I’m really proud of the work our team has done collectively, and I look forward to seeing the unblocked API limitations launch in 2022.”
Outside of her work on the Channel Partnerships team, Alex leads Sprinklr’s Women's ERG "WeCare Women" for the Americas and has made it her mission to help empower women at Sprinklr to succeed in and out of the workplace.
Alex knows that big changes are coming to the digital advertising industry this year and beyond. Changes around policies, privacy, and a cookieless future mean that advertisers, publishers, and platforms need to innovate their advertising strategies.
“This is one of the most exciting yet challenging periods in digital and social advertising we have ever seen,” Alex says. “It will be incredible watching the industry navigate through the upcoming changes and see all of the solutions that come out of it.”