The Phonexa Phenoms
Driving diversity. Breaking barriers. Shattering stereotypes.
Those are just three of the phrases that can describe the Phonexa Phenoms.
Performance marketing automation software Phonexa is proud to be led by a formidable group of female leaders who are championing change and redefining the status quo in tech.
Phonexa is an enterprise-grade tracking software for affiliate marketers, affiliate networks, and advertisers. The company powers direct advertisers and lead generators by providing tracking and routing solutions for inbound web and call campaigns, and outbound call, email, and SMS campaigns — all while having the ability to enhance the consumer journey every step of the way.
Phonexa's global executive team includes:
Lilit Davtyan, Chief Executive Officer
Liana Tonoyan, Chief Information Officer
Chelsey Reynolds, Chief Experience Officer
Mara Garcia, Chief Financial Officer
Talar Malakian, Chief Marketing Officer
Kristen Haines, Chief Events Officer & CEO of MailCon, a Phonexa-owned and operated conference
Sam Wardman, Chief Operating Officer, Phonexa UK
The Phonexa Phenoms joined FemalePowerPlayers.com to answer an array of questions…
Liana, what are some of the key differentiators for Phonexa, and what is the product team focused on right now? Phonexa unifies Lead Distribution, Call Tracking and Routing, Remarketing, User Behavior Analysis, Marketing Attribution and Analytics, and Affiliate Management in a single integrated platform. By bringing these business functions together, Phonexa connects technology and subscriptions that are typically disconnected. That is the greatest value our customers take from our platform despite their company size or business use case.
We’re focused on several areas as we look ahead:
AI-powered analytics will provide deeper insights into call data, such as sentiment analysis, caller intent prediction, and trend forecasting. This could offer more actionable data for our customers.
We already offer real-time call Monitoring and transcription for our call tracking, and we’re hyper-focused on quality assurance, training, and immediate issue resolution for customer service representatives as our Call Logic platform is used alongside our call center technology, CloudPBX.
We offer more flexibility than any other platform through our ping post and ping tree setups for pay-per-call and pay-per-lead companies. Consumers are experiencing such a smooth experience based on real-time routing of calls and leads depending on their setup and vertical.
Beyond that, our analytics and dashboard customization is only getting better. We are already allowing our users to gain deeper insights into the performance of their businesses and ensure their end users are getting the best experience, too.
Lilit, can you share a bit about your journey at Phonexa? What are some of Phonexa's accomplishments from 2023 that you're most proud of? I was one of Phonexa's first hires in 2016, and I joined the team as an accountant. Since then, I grew to become CFO and then CEO in 2021. The advancement and evolution from my days as a CPA underscores the belief that hard work and dedication are recognized and rewarded across our company.
Phonexa, as a company, celebrated many milestones in 2023, and the most rewarding for me was the unveiling of our new brand sign atop the 15-story building of our Glendale, California headquarters. In a corresponding move, we also expanded into Canada due to the market demand for our tech solutions throughout North America. The sign unveiling signified Phonexa’s long-planned expansion in the Jewel City and cemented us as a key force in growing Glendale into Southern California’s next greatest tech hub. We have grown significantly over the last few years, and that’s marked by an incredible team and amazing customers.
I’m invigorated and eager to continue steering Phonexa toward a successful new chapter in 2024 and beyond.
Chelsey, how do you approach building and growing customer relationships in your role as CXO? Building and nurturing business relationships is all about being authentic and engaging in a manner that resonates with clients. Active listening is an absolute must. I want to understand what our clients and partners are about, their pain points, their goals. We're big on transparency, laying it all out there about what we can do and what we expect.
But it's not just about quick wins for us. We're in it for the long haul, seeking partnerships that go way beyond one-time deals. We focus on delivering value consistently, adapting to your needs as things change, and forming real connections. At Phonexa, we're proud of having the friendliest support and success team around. We genuinely care about tailoring our solutions to address each client's unique needs because these personal touches build long-term relationships and contribute to our team's ongoing success.
Mara, in the rapidly evolving tech landscape, how do you approach financial strategy, negotiations, and decision-making to ensure the company's success?
Great communication means truly listening, understanding perspectives, and finding a groove that works for all. In roles like CFO, clear and confident articulation is vital. Avoid overpromising and under-delivering—this wrecks negotiations, especially with potential partners. Being upfront about capabilities matters most. The CFO's role is about listening to and connecting the needs of all departments. Accounting may be the language of business, but translating that language into something that resonates with each department and stakeholder is crucial. It's about making financially effective decisions that align with the growth goals of the entire company, not just the bottom line.
When it comes to numbers, it's not just data; it's storytelling. Financial statements tell the company's story, and CFOs must be able to translate this narrative into different dialects that each decision-maker understands and speaks, ensuring that our financial decisions resonate across the entire spectrum of stakeholders and contribute to the company's growth goals.
Talar, how have you seen affiliate marketing evolving? What are some key considerations for affiliate marketers as they look to strategies in 2024? If I had to highlight the trends I foresee in 2024, it would include the following:
Influencer collaborations are gaining even more traction as brands and advertisers are tapping into the authenticity and reach of personalities as affiliates – the distinction between affiliates and influencers is slowly disappearing, which means more publishers to choose from on the brand side.
Niche Market Targeting and building owned communities is also more important than ever. Marketers are refining their strategies to cater to specific niche markets and starting to look at social media channels and paid channels as “rented channels.” We’re moving towards experiences that can help brands gather first-party data, also considering the dissipation of cookies in 2024. Micro-segmentation and personalized content tailored to niche interests are enabling affiliates and brands to connect more intimately with very specific audiences, fostering stronger engagement and higher conversion rates, while those same brands and affiliates look to gather first-party data off of “rented channels.”
Lastly, subscription and membership offers are becoming more popular. Affiliates are tapping into the subscription economy, promoting brands offering subscription-based services or memberships. The recurring revenue model aligns with evolving consumer preferences and ensures a steady affiliate income stream over time.
Kristen, as an executive overseeing events, how do you anticipate the event space evolving in 2024? Looking ahead, there are exciting opportunities for female leaders in event management in 2024. There's a lot happening in the world of event technology, and it's poised to reshape how we engage with events, whether it's in-person or virtually.
My experience with MailCon has shown me firsthand how events are evolving, and we're committed to delivering programs that meet and exceed expectations. Take, for instance, the pivotal role AI and machine learning play in this transformation. Picture personalized and interactive experiences from the initial interaction with attendees to on-site experiences and even post-event engagement. Think advanced AI-powered matchmaking that creates meaningful connections among participants and facilitates networking.
Now, let's dive into how technology is helping us truly understand our audience. With data analytics, we're customizing event content to fit your preferences. For instance, this approach empowers us to curate a lineup of speakers that brings fresh perspectives from around the globe. Our mission is clear – to make events more innovative, diverse, and engaging. And best of all, we've got some thrilling news about the upcoming MailCon event – stay tuned for the date and location announcement coming soon!
Sam, as COO, how do you promote a collaborative and inclusive culture within the organization to drive success? We focus on creating an environment where everyone's voice gets heard and is genuinely valued. We're making sure our teams reflect a mix of perspectives and backgrounds through inclusive hiring practices. To amp up collaboration, I'm all for open communication channels and breaking down those pesky barriers that can get in the way of teamwork.
In addition to these efforts, I place a strong emphasis on relationship-building within our organization. Through regular and open discussions, we strengthen the bonds among team members, creating a supportive and collaborative work culture. This cultivates a sense of belonging, fosters professional growth, and raises awareness, ultimately contributing to a harmonious workplace and propelling Phonexa’s overall success.
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