NativeAdVantage 10-Q2BA:

(10 Questions 2B Answered)

What do you do best?
What makes you the best?
Biggest success?
What are your aspirations?
Most challenging moment?
Favorite Motto?
Favorite People?
Favorite Places?
Favorite Products?
Current Passions?

Featured NativeAdVantage:

Andy Weir: Author of "The Martian"

John Philipson: VP, Six Senses Resorts

Tom Sito: Chair of Animation, USC Film School

Elizabeth Wynn: Broker, Sotheby's RE

Leonard Greenhalgh: Professor, Tuck-Darmouth)

Ryan Blair: NY Times Best Selling Author/Entrepreneur


Featured NativeAdVice:

Shai Reshef: Founder of University of the People

Paul D'Arcy: SVP of Indeed

Susan Hatje: GM of Mandarin Oriental, NY

Dan Laufer: Co-Founder of RentLingo

Hilary Laney: President of Tri-Digital

Greg Marsh: Co-Founder of onefinestay

Omar Qari: Co-Founder of Abacus

Gabriell Weinberg: Founder of DuckDuckGo

Stacy Rauen: E-I-C of Hospitality Design Mag

Jon Gray: CRO of HomeAway

Joe Speiser: Co-Founder of

Ben McKean: Co-Founder of HungryRoot

John Boiler: Founder/CEO of 72andSunny

Wayne Pacelle: CEO of The Humane Society of the US

Tom Guay: GM at The Sagamore Resort

Dr. Alejandro Junger: Founder of The Clean Program

Rob Flaherty: CEO of Ketchum

Neil Thanedar: Founder/CEO of LabDoor

Andy Grinsfelder: VP of Sales/Marketing, Delaware North Resorts

Laura Frerer-Schmidt: VP/Publisher of Women's Health

Avi Steinlauf: CEO of

Kathy Bloomgarden: CEO of Ruder Finn

Gabriel Flateman: Co-Founder/CTO of Casper

Mark Bartels: CEO of StumbleUpon

Bill Hagelstein: President/CEO of RPA

Adam Singolda: Founder/CEO of Taboola

Jonathan Plutzik: Proprietor of The Betsy-South Beach

Jessica Scorpio: Founder/VP of Marketing at GetAround

Ralph McRae: CEO of Leading Brands

Warren Berger: Bestselling Author

Liz Kaplow: Founder/CEO of Kaplow Communications

Dave Girouard: Founder/CEO of UpStart

Dave Asprey: Founder of BullectProof Executive

Douglas C. Smith: President of EDSA

Val Difebo: CEO of Deutsch NY

Guido Polito: CEO of Baglioni Hotels

Doyle Graham, Jr.: CEO of Valencia Group

Oscar Farinetti: Founder of Eataly

Angelo Sotira: CEO of DeviantART

Ali Khwaja: CFO of Safecharge

Zach Erdem: Proprietor of 75 Main

Jim Beley: GM of The Umstead Hotel

Alexis Gelburd-Kimler: Proprietor of West Bridge

Elie Georges: Proprietor of Hotel San Regis

Kalen Caughey: Founder o VOKE Tab

Michael Friedenberg: CEO of IDG

Donna Karan: Founder of DKNY

Edward Nardoza: Editor-in-Chief of WWD

Scott Dadich: Editor-in-Chief of Wired

Rhona Murphy: Former CEO of The Daily Beast

David J. Pecker: CEO of American Media

Lilian Roten: VP of Swissotel Hotels

Kenny Dichter: Founder/CEO of Wheels Up

Joshua Tetrick: Founder/CEO of Hampton Creek

Paul James: Global Brand Leader of The Luxury Collection

Dr. James Wagner: President of Emory University

Amy Thompson: President of ATM Artists & Management

Neil Gillis: President of Round Hill Music

Brett Matteson: President of Columbia Hospitality

Jonathan Reckford: CEO of Habitat For Humanity

Phil Harrison: President/CEO of Perkins+Will

Chef Bill Telepan

Tony Horton: Founder of P90X

Beth Weissenberger: Co-Founder of The Handel Group

Michael Fertik: Founder/CEO of

Dana Cowin: Editor-in-Chief of Food & Wine

Bob Proctor: Chairman of Proctor/Gallagher Institute

Dennis Turcinovic: Owner of Delmonicos

Vittorio Assaf: Co-Founder of Serafina Restaurant Group

Shafqat Islam: Co-Founder of Newscred

Matt Williams: CEO of The Martin Agency

Bruce Rogers: Executive Chef at Hale & Hearty

Caleb Merkl: Co-Founder of Maple

Candy Argondizza: VP of Culinary at ICC

Neil Sazant: President of The Sagamore

Matt Straz: Founder/CEO of Namely

Terry Couglin: Managing Partner of Marta/Maialino

Andrei Cherny: Co-Founder/CEO of Aspiration

Ronen Nissenbaum: Managing Director of Waldorf Astoria NY

Patrick Godfrey: President of Godfrey Q

Sarah Berman: Founder/President of The Berman Group

Michael Schwartz: Owner of Genuine Hospitality Group

Stephan Aarstol: Founder/CEO of Tower Paddle Boards

Peter Shaindlin: COO of Halekulani Corp.

August Cardona: Founder/CEO of Epicurean Group

Nick Kenner: Co-Founder of Just Salad


Amanda Seaford: CEO, USA Mirum

My NativeAdVice:


As the US CEO of Mirum, Amanda Seaford is responsible for driving growth across Mirum’s 10 US offices and delivering meaningful work for our clients. Prior to Mirum, Amanda worked at Critical Mass for over a decade, where she most recently served as their Chief Client Officer overseeing all large, cross office global accounts, including Nissan/INFINITI. While at CM, Seaford also served as both Chief Marketing Officer and General Manager to their LA and Chicago offices. Amanda truly understands clients’ needs; she worked on the client side for over five years at Dell Computer, managing Dell Consumer’s online demand generation vehicles as well as Dell’s consumer eCommerce site. Amanda has an MBA in eCommerce and a BA in Economics, both from Vanderbilt University.

How did you get into the industry?

After grad school, I joined Dell in Austin, TX.  I wasn’t very familiar with the role of digital agencies at the time, but over the course of my 5 years at Dell, I was able to work very closely with two agencies:  OMD and Critical Mass.  I was impressed by the culture and liked the variety that agency life offered.  After leaving Dell, I joined OMD and two years later I joined Critical Mass.  Those experiences were critical to my current role at Mirum.

Any emerging industry trends?

Data vs. Privacy.  Marketers are more obsessed with data than ever—and rightfully so.  While data is the key to building more effective experiences and to driving innovation within companies, consumers are increasingly concerned about their personal data, and regulation is increasing.  I doubt that privacy awareness or laws can match the innovations in data, so the age of data will continue to grow exponentially.

Any industry opportunities or challenges?

The growth of AI, particularly voice assistants, will continue to erode the power of marketing and brands.  Our new target audience may be a bot.  When I tell Alexa to add paper towels to my shopping list and then use this generic term to populate my Instacart order, Alexa is effectively choosing the brand. That choice may be driven by price or customer satisfaction, or by some other combination of factors, but in any case, many marketing levers are going to lose their power (brand preference, shelf space, price, couponing, etc.).  

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

Borderless: Mirum was inspired by a desire to remove all silos – between client and agency, within client organizations, within the agency, geographically, according to discipline, etc.  The vision is full integration leveraged to create better work, more efficiently.

What's next for the Business in the near future?

Lots coming—but we can’t talk about it yet. . . .

How do you motivate others?

1.    Ensure the right leaders and talent are in place.

2.    Set a vision that aligns the organization.

3.    Prioritize: we can’t do everything, so let’s do a few things really well.

4.    Empower the team to execute.  

5.    My role is to set the vision, remove the barriers and prioritize as needed, not to do the jobs of 400 people who know their craft better than I do.

Career advice to those in your industry?

Do what you say you will do.  This may be as simple as delivering something on time or as complex as resigning a client if they don’t align to the vision and values of the organization.  Trust and integrity are everything, and they’re hard to rebuild if you ever lose them.