Coworking with Chanelle Urquico

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Chanelle Urquico is international DSP engagement lead at digital advertising company TripleLift.

How would you describe your job to someone who doesn’t work in retail? I’m TripleLift’s international DSP engagement lead, which means I work really closely with our demand-side platform (DSP) partners like Amazon to ensure we have a shared go-to-market strategy, strong technical integrations, and connecting their sales teams with our sales teams to help enable collaboration and co-pitching. I like to think of myself as a professional friend-maker within the programmatic space to help everyone find opportunities to work together and win.

One thing we can’t guess about your job from your LinkedIn profile? I’m a deep hobbyist; I usually have a lofty fitness or creative goal that keeps me busy and very occupied at all times. At the moment it’s climbing and skiing as much as I can, and finishing my EP with my indie-pop band Summer Camp.

What’s your favorite project you’ve worked on? It’s easily TripleLift’s integration with Amazon—as a former Amazonian, it’s been such a pleasure to get to partner with old colleagues and friends as now partners, and drive shared objectives through rewarding collaborations. To get to help progress retail media within our industry as a supply-side platform (SSP) has also resulted in exciting innovations like our Native Responsive E-commerce (REC) on Amazon DSP and getting to launch that in-market specifically was so fun from both a technical and go-to-market perspective. There’s still many angles to innovate here and we’re only just getting started!

Which emerging retail trend are you most excited about right now, and why? AI in creative. I think it goes without saying as a creative SSP that we know creative is a very important lever to achieving meaningful performance or brand awareness goals. To be able to do that for brands at speed and scale and test in real time how messaging and imagery resonates for customers, means that brands can focus on things like product improvement or innovation for their own customers. It also unlocks the ability for up-and-coming brands starting out to have a creative strategy that is optimizing for their best outcomes.

What’s your go-to coffee order? An oat milk cappuccino! Feels like dessert for breakfast.

Worst piece of advice you’ve received? To wear socks and sandals! This does not work well in the wintertime, no matter how tempting and trendy it was in Canadian winters.

What was your favorite retail product when you were 15, and what’s your favorite retail product now? Clothes! I used to love shopping for new outfits. Online shopping has opened up a whole new world for me since then and I love being able to filter to whatever I need/want.