Q&A with Jaime Punishill, CMO at Lionbridge

MEDIA 7 | August 26, 2019

Jaime Punishill, CMO at Lionbridge is an innovative marketing, channel, and product executive with a proven track record for finding blue ocean strategies and delivering scalable business operations.

Jaime is also an expert in operationalizing design thinking, translating new concepts and trends into workable business plans and operations, and delivering pragmatic innovation within a large enterprise.

MEDIA 7: Could you tell us about your role and journey into marketing?
JAIME PUNISHILL:
As Chief Marketing Officer for Lionbridge, I oversee brand, demand gen, corporate communications, marketing, and customer research. Interestingly enough, I’m not a classic marketer by training. I have spent most of my career on the product side and in digital transformation. I’ve been doing that since the mid-1990s. At some point, it became clear that marketing was the next area that universal digital transformation was going to overtake, and areas like user experience and many other digital functions that had been done separately were going to move under the remit of marketing. I slowly moved into the marketing universe and helped with big digital transformation in my previous company. That led me to take on all our brand, advertising, and integrated marketing. In that way, I ended up with a more traditional marketing role, and that led me to Lionbridge.

M7: As a CMO, what are the biggest challenges you face?
JP:
One of the biggest challenges is the unbelievable explosion in the martech space. I get over 300-400 emails and dozens of phone calls every day from different vendors who are trying to push different tools to help optimize the new digital experience. Keeping track of the rapid pace of evolution and trying to integrate all those tools is single-handedly probably one of the biggest challenges for CMOs. It swallows historical challenges, like getting the company to buy into a new understanding of the digital universe, or getting people to appreciate customer research and customer feedback.
These are always challenges, but they are all lower in scale now than just sheer digital transformation and the volume of tools and resources that accompany that transformation. There’s so much noise, and it’s really hard to tell what’s real and what’s not real.


"Keeping track of the rapid pace of evolution and trying to integrate all those tools is single-handedly probably one of the biggest challenges for CMOs."

M7: What was the most successful marketing campaign you have ever worked on? What made it so successful?
JP:
In my previous organization, we led a re-brand of the company in its first-ever national advertising campaign. That meant we weren’t constrained by existing rules and assumptions about how things had to be done, so we were able to quite creatively and innovatively harness several digital channels in a way that many of our competitors hadn’t. In terms of revenue or asset flows, new customers, traffic to the website and just about every other metric, it was a tremendous lift. That’s probably the single-most effective marketing campaign I’ve worked on, and it was completely comprehensive. It had a brand component, a communications component, a community component. It had very specific direct targeting and campaigns along with a goal of raising basic awareness. We were targeting by social media profile and audience. I think it was successful largely because it was multi-faceted and end-to-end.

M7: At Lionbridge, how do you see AI evolving with digital media?
JP:
For AI, we are still really in a hype-cycle. There is absolutely no doubt that AI and everything that falls under its purview will have a profound impact on the scale, data, and decisions we are able to process as marketers. The number of simulations and tests we will be able to run to optimize a campaign or project pre-launch, plus the ability for us to pivot real-time and use new insights, will be absolutely profound. But I think we are still very early in the journey. There’s more hype than substance right now. I’m not skeptical about AI’s eventual impact at all. But right now, the tools are not mature, and we are not mature in our understanding of AI, even regarding some of the most impactful ways to use it. So, I’m super optimistic over a 3-5-7-year period. But, I’m very skeptical over a 6-12-24-months period.


"AI and everything that falls under its purview will have a profound impact on the scale, data, and decisions we are able to process as marketers."

M7: How does the acquisition of Gengo strengthen Lionbridge’s position in machine learning?
JP: We are one of the world leaders in AI training data services. The fuel that makes AI work effectively is incredibly high volumes of high-quality data. And the problem is, as we know, most organizations have not done a good job being stewards of their data. Their data exists in lots of places, their data is not clean, it’s not annotated or mapped, there’s no organizing taxonomy around its structure. CDPs are still relatively early for a lot of folks, and so the catch is that you have lots of data, but that data may be largely unusable. Sort of like, there is a lot of oil in the ground, but just because the oil is in the ground doesn’t mean you have gas that works in your car or in a plane. A lot has to happen to refine it, to get it ready. The same is true with data “fuel.”

The good news is that we are one of the world leaders in helping companies refine their data so it’s usable in training their AI systems. Identifying and collecting data, and giving that data meaning, for example, is it metadata or actual data, is that an important variable or not an important variable, etc., is an integral step in the machine learning process. We help companies collect data, organize it, give it meaning so it can best feed our customers’ AI platforms.

We do this by activating our one million-strong SmartCrowd. The Gengo platform really helps us create a scalable system that will allow more companies to be able to improve the quality of their AI training data and, in turn, the quality of their AI.

M7: How do you stay updated on the latest trends in marketing technology?
JP: 
I read a lot. I get a couple of hundred emails a day. Part of that is because I sign up for lots of different sources of information. I think you have to consume a tremendous amount of information right now to pull in all the weak signals. And I probably dedicate more of my days than I would normally to looking at new capabilities just to keep me informed and up-to-date. This allows me to get a sense of when I think something is at a point where we can use it and harness something early for a strategic advantage.


"Most organizations have not done a good job being stewards of their data. Their data exists in lots of places, their data is not clean, it’s not annotated or mapped, there’s no organizing taxonomy around its structure."

M7: What are the top 3 trends that you foresee for 2019 going into 2020?
JP:
We are going to hear more about AI. We will see more examples of it not working in the next 18 months than we will see examples of it working, but I think that’s a short-term phenomenon, and we will work out the issues.

I think there is absolutely no doubt that we are going to see an increase in the production and consumption of video and its import in the production cycle. People are consuming more and more videos, and even B2B buyers are much more heavily consuming videos as a way to absorb a lot of information in a pretty short period of time. In 2-3 minutes, you can convey a lot more, and frankly people can understand a lot more than if they spend 20 minutes reading a whitepaper or something of that nature.

And clearly, voice search is on a big rise. There are a couple of key reasons for that. If you think about the US workforce, half of it now only knows a universe where Google is the dominant information organizational paradigm. Pair that with the sheer explosion of speech applications and devices, whether in your home, in your car, or in your hand—today, every phone is speech-enabled. It’s clear that all the large players are investing a tremendous amount of effort into proving the quality of voice search, and an increasing number of users are speaking to a device or multiple devices to get information. That’s a real challenge for organizations and marketers, because the way people speak to their device and physically ask for information is not the same as how they type a query into a search engine. So, the whole way in which we optimize and organize for search results in a voice-search world is quite different than in a text-based or type-based universe.  

M7: What is your superpower?
JP:
I’m not really sure I have a superpower. But there’s something I think I do that seems to be more of a struggle for some others. I’m able to assemble a collection of weak signals to predict what is going to happen before it happens. I really believe all the information is there, but I seem to be able to use that information to make some good bets about what the future holds.

ABOUT LIONBRIDGE

Lionbridge partners with brands to break barriers and build bridges all over the world. For more than 20 years, we have helped companies connect with global customers by delivering marketing, testing and globalization services in more than 300 languages. Through our world-class platform, we orchestrate a network of 500,000 passionate experts in 5,000-plus cities, who partner with brands to create culturally rich experiences. Relentless in our love for linguistics, we use the best of human and machine intelligence to forge understanding that resonates with our customers’ customers. Based in Waltham, Mass., Lionbridge maintains solution centers in 27 countries. Learn more at www.lionbridge.com.

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Northwood Investors | November 23, 2022

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Choice Properties Real Estate Investment Trust (“Choice Properties” or the “Trust”)(TSX: CHP.UN) announced today that the Toronto Stock Exchange (“TSX”) has accepted a notice filed by Choice Properties of its intention to make a normal course issuer bid (“NCIB”). The TSX notice provides that Choice Properties may, during the 12-month period commencing November 21, 2022 and terminating November 20, 2023, purchase up to 27,566,522 of Choice Properties trust units (“Units”), representing approximately 10% of the public float of the Units, by way of a NCIB over the facilities of the TSX or through alternative trading systems or by such other means as may be permitted under applicable law. As of November 9, 2022, Choice Properties had 327,758,449 outstanding Units. Based on the average daily trading volume of 354,532 during the last six months, daily purchases will be limited to 88,633 Units, other than block purchase exceptions. Purchases of Units will be made in open market transactions over the facilities of the TSX or through alternative trading systems. In addition, Choice Properties may enter into forward purchase or swap contracts in connection with Units which may be settled by physical settlement, cash settlement or a combination thereof. The forward price will be based on market price, dividend yield and market interest rates. Choice Properties may also purchase Units through private agreements or unit repurchase programs if it receives an issuer bid exemption order permitting it to make such purchases. Any purchases of Units made by way of private agreements or under unit repurchase programs may be at a discount to the prevailing market price as provided in the relevant issuer bid exemption order. Decisions regarding the timing of future purchases of Units will be based on market conditions, Unit price and other factors. Choice Properties may elect to suspend or discontinue its NCIB at any time. Units purchased under the NCIB will be cancelled or used in connection with the Trust’s equity settled incentive plans. Choice Properties believes that the market price of Units could be such that their purchase may be an attractive and appropriate use of corporate funds. Choice Properties may also use its NCIB to acquire the number of Units that are issued pursuant to the exercise of options in order to offset the dilutive effect of options that have been exercised. Pursuant to its previous NCIB, under which Choice Properties received approval from the TSX to purchase up to 27,558,665 Units for the period of November 19, 2021 to November 18, 2022. As at November 9, 2022, Choice Properties purchased 230,682 Units through open market purchases on the TSX and alternative trading systems at a weighted average price of $14.39. From time to time, when Choice Properties does not possess material non-public information about itself or its securities, it may enter into a pre-defined plan with its broker to allow for the purchase of Units at times when Choice Properties ordinarily would not be active in the market due to its own internal trading blackout periods and insider trading rules. Any such plans entered into with Choice Properties’ broker will be adopted in accordance with the requirements of applicable Canadian securities laws. About Choice Properties Real Estate Investment Trust Choice Properties is a leading Real Estate Investment Trust that creates enduring value through the ownership, operation and development of high-quality commercial and residential properties. We believe that value comes from creating spaces that improve how our tenants and communities come together to live, work, and connect. We strive to understand the needs of our tenants and manage our properties to the highest standard. We aspire to develop healthy, resilient communities through our dedication to social, economic, and environmental sustainability. In everything we do, we are guided by a shared set of values grounded in Care, Ownership, Respect and Excellence.

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Northwood Investors Acquires Nashville's Fifth + Broadway

Northwood Investors | November 23, 2022

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Northwood is already deeply involved in the Nashville market; this latest acquisition marks the fifth asset the firm has invested in within the city. Other properties include The Conrad hotel, Capital View apartments, the McEwen Northside mixed-use center and Franklin Park office towers. "We feel that Fifth + Broadway's energy and integration in the heart of downtown is unparalleled, As a mixed-use asset, all its elements work together cohesively, and Brookfield has done a phenomenal job with its development. Our Northwood management team is excited to carry on the torch, engage with the city, and partner with tenants like The National Museum of African American Music, AllianceBernstein, The Twelve Thirty Club, Assembly Food Hall and more." -Managing Director of Northwood Investors Erin Cannata Centrally located within Nashville's vibrant urban core, Fifth + Broadway is one of the largest single-phase mixed-use developments in the history of the city and the state of Tennessee. The revolutionary downtown project, which replaced the 6.2-acre Nashville Convention Center site, delivers 250,000 square feet of strategically selected retail and entertainment, the 56,000-square-foot National Museum for African American Music, 367,000 square feet of Class-A office space at 501 Commerce, 381 residential units at The Place at Fifth + Broadway and more than 2,000 parking spaces. The project, which sees nearly five million annual visitors, was built for a post-COVID-19 world with outdoor space, accessibility, safety and parking in mind. We feel Nashville is a high-growth market, and one that we have been watching since 2011, It's an 'it' city for business and entertainment and Fifth + Broadway epitomizes Nashville – a world-class, generational asset that draws locals and tourists alike. We believe the attention to detail, aesthetics and connectivity are unmatched, making it a transformative catalyst for the fabric of lower Broadway,said President of Northwood Retail Ward Kampf. Northwood is committed to the city of Nashville, which it values for its diversified economy, one-of-a-kind cultural authenticity, attractive cost of living, and premier talent base, which has transformed the city into a 24/7 destination. The firm looks forward to collaborating with the city, its retail and office tenants, and the National Museum for African American Music as it evolves this asset, which is seamlessly integrated into the streetscape and cultural heart of Downtown Nashville. Fifth + Broadway is a thriving mixed-use complex, and we are very proud of its development and success as a major destination in and economic driver for Nashville, While Brookfield has successfully recapitalized the asset in line with its overall investment strategy, we remain very interested in Nashville and excited about its future,said Burgin Dossett, vice president of development for Brookfield Properties. About Fifth + Broadway Owned and operated by Northwood Investors, Fifth + Broadway is one of the largest single-phase mixed-use developments in the history of Nashville and the state of Tennessee. The transformative downtown project, which replaced the 6.2-acre Nashville Convention Center site, delivers 250,000 square feet of strategically important retail and entertainment, the 56,000-square-foot National Museum for African American Music, 367,000 square feet of Class-A office space at 501 Commerce (headquarters of AllianceBernstein), 381 residential units at The Place at Fifth + Broadway, and more than 2,000 parking spaces. About Northwood Investors Northwood Investors LLC is a privately held real estate private equity firm that owns and operates real estate across the U.S. and Europe. The firm currently manages a portfolio aggregating approximately $20 billion in total gross asset value. Northwood's flagship fund seeks to opportunistically acquire well-located real estate with a plan to create value through hands-on asset management. Northwood is vertically integrated with in-house operating teams across the office, multifamily, retail, hospitality, and urban logistics sectors. About Northwood Retail Northwood Retail LLC was established by Northwood Investors, a privately held, global real estate investment and management firm. The platform currently leases, manages, and markets a portfolio of community and mixed-use properties across the United States with a concentration in Texas, Colorado, North Carolina, Tennessee, and California. Built upon strong, fundamental real estate principles, Northwood Retail is focused on creating value at each project through a disciplined approach to leasing, development, property management, and marketing. About Pacific Life For more than 150 years, Pacific Life has helped millions of individuals and families with their financial needs through a wide range of life insurance products, annuities, and mutual funds, and offers a variety of investment products and services to individuals, businesses, and pension plans. Whether your goal is to protect loved ones or grow your assets for retirement, Pacific Life offers innovative products and services that provide value and financial security for current and future generations. Pacific Life counts more than half of the 100 largest U.S. companies as its clients and has been named one of the 2022 World's Most Ethical Companies® by the Ethisphere Institute.

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REAL ESTATE TECHNOLOGY,REAL ESTATE INVESTMENT

Oxylabs Unveils Real Estate Scraper

Oxylabs | November 25, 2022

Oxylabs, the leading premium proxy and public web data acquisition solution provider, has launched its Real Estate Scraper API, enabling automated data acquisition from a large variety of real estate websites. The real estate industry has begun using web scraping significantly, enabling companies to extract valuable non-traditional data. For instance, most real estate ads exist online and web scraping is the primary technology allowing the collection of such intelligence, which, once analyzed, allows betting on data-backed decisions. In addition, such features as proximity and dispersion of points of interest have been shown to have strong predictive power for property value. While these data points are extremely valuable, getting a constant and reliable stream is challenging, which has created a rising interest in real estate external data providers. "Within the realm of data and information, scraping provides virtually limitless opportunities to businesses and individuals alike. Our internal research revealed that real estate web scraping has been growing significantly, with our sales teams noticing a sharp rise in client inquiries. Businesses use automated data acquisition to drive revenue and, at the same time, improve the livelihood of consumers through use cases such as creating data aggregators." - Nedas Višniauskas, Commercial Product Owner at Oxylabs Oxylabs stands at the forefront of automated public web data gathering, holding numerous patents for technologies associated with the field. Expansion into real estate data scraping is another step toward reaffirming the company's commitment to innovation in the industry. While Oxylabs has always provided infrastructure for scraping real estate data, it previously necessitated the usage of in-house scrapers. With the newest release, Oxylabs will make real estate data scraping accessible and cost effective to businesses of all sizes. About Oxylabs Established in 2015, Oxylabs is a premium proxy and public web data acquisition solution provider, enabling companies of all sizes to utilize the power of big data. Constant innovation, a large patent portfolio, and a focus on ethics have allowed Oxylabs to become a global leader in the data acquisition industry and forge close ties with dozens of Fortune Global 500 companies. In 2022, Oxylabs was named the fastest-growing public data gathering solutions company in Europe in the Financial Times' FT 1000 list.

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