European Transfer!

When I joined Amplitude back in 2021, I used a Ted Lasso analogy since I was making a significant shift from marketing analytics to product analytics. Now, I am completing the Ted Lasso analogy as an American moving to Europe!

In March of 2023, I will move to Amsterdam to help Amplitude grow its EMEA region. This move is a bit of déjà vu since I moved to the UK in 2007 to help Omniture expand in the region. Between working and studying abroad, over the years, I have lived in the UK, Spain, and Italy. I have always loved being in Europe and am excited to be coming back!

There are a few specific reasons why Amplitude and I decided on this transfer:

• The GA Opportunity - Amplitude has been inundated with organizations looking to transition from Google Analytics to Amplitude. Europe has been a focal point of these requests due to the GDPR issues facing Google. Most organizations looking to transition to Amplitude use Google Analytics for marketing analytics, which is my area of expertise. I have been intimately involved in adding new marketing analytics features to Amplitude. I can explain how Amplitude can combine marketing and product analytics using Amplitude instead of leveraging multiple digital analytics products. I also believe that Europe will continue to be at the forefront of privacy legislation and technology and I'd like to be where the standards are being set!
• Startup Community - When I was recently on my month-long European tour, I was amazed at the vibrance of the European start-up community. I feel like Europe is becoming the next Silicon Valley! In the US, Amplitude is the default digital analytics choice for start-ups. Startups love Amplitude’s ease of use, its self-service capabilities, and how it empowers product-led growth. In EMEA, Amplitude doesn’t have the same level of brand recognition as it does in the US, so I am hoping that I can “evangelize” Amplitude throughout the region to make more startups aware of our great products.
• Customer Meetings - In my 1.5 years at Amplitude, I have had the pleasure of speaking to countless customers and future customers. I am always in awe of the fantastic things they are doing with our products. Unfortunately, many of these meetings have been over Zoom due to COVID and the size of the US. One of the things I love about the EMEA region is that much of it is close together geographically. From Amsterdam, much of the region will be reachable by air or rail in a few hours. This will allow me to meet many more customers and future customers face-to-face!
• Partnerships - I am a big believer in agency/consulting partnerships or technology vendor partnerships. The EMEA region is a collection of countries and sub-regions, each with its own culture and agencies/vendors. In the United States, you can partner with a few big agencies that cover the entire country. But in EMEA, it is common to have one agency/vendor dominant in one country and a completely different agency/vendor dominant in another. Luckily, after twenty-plus years in the business, I am fortunate to have built relationships with many different EMEA agencies/vendors and hope to spend time with them, educating them about Amplitude.
• Conferences/Events - Those who know me know that I am happiest when I am up on a stage talking about digital analytics. I have presented at hundreds of conferences over the years and have been fortunate to get excellent feedback/scores from my presentations. Since the EMEA region consists of many different sub-markets, there are many more opportunities for me to attend local events (e.g. Product Clubs) and share things I have learned. Europe is the birthplace of MeasureCamp, so I am excited to attend those events again and other local events. So far, I am booked to present at SuperWeek in Hungary (Jan 30 - Feb 1), the Berlin Product Conference (Feb 2), and the OMR Festival in Hamburg (May 9 - 10). If you have an event/conference you would like me to attend or speak at, please email me.

As you can probably tell, I am super excited to be back in Europe! If you want to join me, Amplitude has many EMEA job openings! If you are ever in Amsterdam, visit me at the amazing Amplitude Amsterdam office!