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Cassidy Diamond is VP of brand partnerships at advertising company Magnite.
How would you describe your job to someone who doesn’t work in retail? Magnite makes the ad magic happen! Picture this: You’re in the zone, about to binge-watch something amazing, and voilà! An ad pops up—but not just any ad. It’s like the ad gods personally hand-picked it for you. No buffering meltdowns, no seeing the same dancing cats on repeat. We’re the ad whisperers, making sure the right ads find the right eyeballs at the right time. And me? I lead a team of talented people dedicated to helping brands and retailers drive performance by connecting with consumers watching content across any screen.
One thing we can’t guess about your job from your LinkedIn profile? You might assume my day is full of high-tech collaboration tools, and it is, considering our amazing technology and productivity platforms. But a surprising amount of my day is spent in meetings or talking on the phone. I’ve seen endless email chains resolve in a matter of minutes over a phone call. Nothing beats true, real-life communication. I’ve learned to love and embrace the spontaneous call, and yes, if my phone recognizes the number, I’ll answer!
What’s your favorite project you’ve worked on? My absolute favorite initiative every year is the Magnite Advisory Council. We host an annual meeting where we have the opportunity to roll up our sleeves and work side by side with the industry’s most creative (and caffeinated) thought leaders. We spend our time listening, learning, and brainstorming solutions to make an impact. My favorite part is the behind-the-scenes peek we get into the daily rollercoaster of media teams. It’s like a backstage pass to the retail media world. It’s an opportunity to spend time with people who are walking the walk to make the future of media smarter, faster, and hopefully a bit less complex for everyone involved. It’s one of the most rewarding experiences of the year.
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Which emerging retail trend are you most excited about right now, and why? The trend I’m most excited about right now is the transformation of retailers becoming media companies and media companies becoming retailers—and somewhere in between, a product is added to cart because someone nailed the call to action and the font choice. And then there’s shoppable everything. If it has a screen, we’ll find a way to sell through it! Streaming, social, even in-store displays that somehow know your name and shoe size. It’s part-Black Mirror, part-retail magic. I’m a busy mom with very little spare time. If it’s making my life easier, I’m here for it!
What’s your go-to coffee order? As much as I love the aroma of a fresh brew, my mornings demand a chilly jolt of caffeine. I’m a Zevia Energy enthusiast and probably their No. 1 fan.
Worst piece of advice you’ve received? “Unplug on vacation!” In theory, it’s an amazing idea, but in practice, it’s a work in progress for me. Trying to disconnect is a bit like trying to hide from a beeping smoke alarm you can’t reach. You can hide under the blankets or use earplugs, but the noise manages to find you anyway.
What was your favorite retail product when you were 15, and what’s your favorite retail product now? Such a fun question! Aqua Net and Red Vines were my much-needed staples throughout high school. If your bangs couldn’t withstand a windstorm and your locker didn’t have at least one Red Vines wrapper in it, were you even there? Fast forward to a glow-up today, and I am absolutely loving Goldie Locks hair products. No crispy crunch bangs and possibly some redemption from my unique style choices back in the day.