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Chalva Tchkotua was recently hired as chief marketing officer at etouches.
1. What are you looking forward to the most in your new role as the chief marketing officer?
For starters, I am looking forward to working with the exceptionally talented etouches team. Through organic growth and recent acquisitions, etouches has gained the best and the brightest engineering and product development talent in the market today. The team is building solutions for the future in the high-growth event management and venue sourcing market.
etouches has a reputation for innovation. We listen carefully to our customers and create innovative solutions to solve their most pressing event management challenges. I look forward to creating strategic go-to market and demand generation programs to optimize etouches market exposure and sustained thought leadership, further positioning the company as a global leader in the event tech space.
This is an exciting time to be at etouches. The acquisitions etouches has made over the last 18 months have accelerated the company on a path for growth. We are leading the industry with disruptive technology solutions that will change the way global event professionals plan, engage with customers and prospects and track events. I am thrilled to join an innovative market leader like etouches, offering one of the world’s most versatile open source enterprise event management platforms and venue sourcing solutions.
2. How do you think past experiences have prepared you for this role?
For more than 20 years, I’ve had the privilege to lead global integrated marketing programs for enterprise, cloud services, big data and artificial intelligence companies. Most recently, I led global marketing for NaviSite, a cloud services company acquired by Time Warner Cable Business, with the goal of expanding its portfolio of cloud services into the enterprise space. Before that, I spent 13 years in senior strategy consulting and global marketing roles at Accenture. I began began my career in marketing at Young & Rubicam in the UK.
With more than two decades of experience developing and executing global marketing programs for leading technology companies, I look forward to putting that experience to use, driving exceptional metrics-driven results for etouches as we continue to grow our revenue and customer base. Most importantly, we have the opportunity to redefine the future of this market.
3. What are you hoping to achieve in your new role?
My goal is to help etouches on its strong growth trajectory as the company continues its expansion into the rapidly growing global enterprise marketplace. etouches provides comprehensive, end-to-end event management solutions. With offerings for venue sourcing and booking, mobile and attendee engagement through real-time data and analytics, etouches is well-positioned to lead the market in the large global enterprise market.
etouches’ moves reflect a recent pivot in capturing real time data-and-insights through customer and prospect engagement, redefining the event management experience for attendees. I said earlier that this is an exciting time to be part of etouches. It is also a thrilling time to be in the meetings and events industry, which is undergoing a seismic shift with the advent of digital transformation in this space.
Global events today are a $30 billion/year industry. Companies spend 25–30 percent of their entire marketing budget on events and conferences, yet most of them cannot assess the impact of their events strategy and can’t measure the return on their investment.
Fortunately, recent innovations are transforming the market, bridging the gap between the online and offline worlds. Take, for example, etouches latest acquisition, Loopd. This breakthrough solution combines location-based smart badges with powerful mobile event apps and analytics engine. As the industry's only bi-directional CRM solution, Loopd enables attendees to exchange content and contact information virtually in less than an instant.
On the backend, the Loopd analytics platform transforms massive amounts of event data into clear and actionable insights for event professionals and marketing leaders. The etouches/Loopd integration will be a game changer, creating the industry’s most innovative and robust engagement and analytics suite. Event managers now have the ability to make real-time decisions and adjustments to their events, maximizing their impact and ensuring a seamless attendee experience and engagement, with the ability of tracking measurable data-driven ROI.
New technologies like this are transforming the future of the events industry. My goal is to build awareness and adoption of these pioneering solutions to drive growth for etouches and provide event professionals with a comprehensive, data-driven view of event value and ROI.
4. How did you get into the industry?
Regardless of which companies I have worked in, strategic meetings and events have always played a key role in our go to market strategy and demand generation programs. At Time Warner Cable, event marketing was in fact one of the biggest line items in my overall budget.
I have always been drawn to the technology sector, and the event tech market today is one of the most vibrant and relevant at the forefront of the technology evolution, but this is also a market that is ripe for disruption. Being the CMO of etouches presents a tremendous opportunity. I am delighted to be in a role that positions etouches as one of the market leaders of the digital transformation, as we start to redefine this space with leading-edge solutions for our customers.
5. What do you enjoy most about the industry?
This is such a dynamic industry. I enjoy being part of an industry that is growing so fast. We’re always on the lookout for new ideas and ways to we can bring best-of-breed solutions and technology to our customers. By continuously innovating, we ensure we are driving maximum value across our customers event management and venue sourcing eco-system daily.
Event professionals are some of the brightest, hardest-working, creative and resourceful people I know. Throughout my career, the event staff on my team has made major contributions to the success of our overall marketing programs. However, the metrics were never easy to measure regardless of how well we thought our events were being executed. Today, we finally have quantifiable metrics to measure value at every stage of the event life cycle. Event performance success has forever resided in the perpetual black hole of integrated marketing programs and the marketing life cycle. CMOs and event managers finally have the data and analytics they need to make KPI-driven, informed investment decisions on event spend.
They can finally define event success by tracking customer, prospect, partner and sponsor engagement and how that engagement can now be tied to revenue- generating opportunities. This in itself is a quantum leap forward in the evolution of event management market!