Not everything that counts can be counted, and not everything that can be counted counts. -William Bruce Cameron
As a director of Data Insights, Borut ensures that the vast amounts of data that Celtra owns provide valuable insights for decision-making on every level of the organization. As the director, he’s responsible for guiding and directing the team toward achieving the goals and objectives set to provide high-quality information to the rest of the company, which he does with motivation, excitement, and integrity to create a highly motivated and committed team.
What aspect of your position do you value the most?
I don’t like to sit around and wait for things to happen, so my current position is great. I have a load of responsibilities that I happily undertake with the knowledge that my team and I are changing things within Celtra with data. From how it’s consumed and used, to its role in informing business decisions on every level of the organization.
What advice could you share on managing a large international team?
Everyone can be a leader, but not everyone can be a good leader. Leadership competencies are important, but so is emotional intelligence – which can be overlooked. This is particularly important in knowing your team as individuals and understanding how each of them works differently. You can’t put everyone in the same bucket and expect outstanding results. I believe that being a good leader is knowing the intricacies of every team member and taking the time to carve out a path where they can produce their best work. I would say this is especially relevant in remote working environments, where team members are more prone to feeling disconnected, resulting in a loss of motivation.
At the same time, being a good leader means having a good overview of the organization’s situation and strategy and knowing how to deliver information to the team to keep them in the loop. Transparency on why we do what we do and the status of the company keeps the whole team on the same page. In doing so, you are in a better position to collaborate effectively and strive for excellence.
What has been the most rewarding achievement during your time with Celtra?
I joined Celtra as the leader of the data team, which was already great. I knew that Celtra had many talented, highly motivated employees, and to be part of such a community is an honor. Over the past months, I believe I have built a great Data Insights team that can, in the long term, bring data closer to the stakeholders. We have already shown great progress in that respect.
What sets Celtra apart from the rest of the competition?
Multiple factors set Celtra apart from the competition, but the first and most important is that it allows some of the world’s biggest brands, agencies, advertisers and publishers to create and distribute high-quality content across different channels and devices at scale with as little effort as possible. Celtra enables easy and flexible ways to create a wide range of different creatives with automation. It also provides near real-time data-driven insights that help our clients improve the performance of their campaigns and reach a much wider audience. Finally, a hugely influential factor that sets Celtra apart is its customer centricity. Each customer is unique and treated with a tailored approach that extends to all levels of the organization. Only with great teams and individuals can an organization grow and achieve planned goals the way Celtra is doing so.
Where do you see Celtra Data Insights heading in the future?
With technological development, especially in Artificial Intelligence, I believe that Celtra is going to be even more successful in providing clients with the tools and services they need to be creative. We are already seeing an efficiency lift for existing clients who are using Celtra compared to those who are not using it. New features where AI is being used will significantly improve manual tasks by automating them.
From a data-world perspective, I also believe that all the data being produced in Celtra will drive better in-product and business decisions in the years ahead.
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