JASON HOLLAND Firework
JASON HOLLAND CEO Today Global Awards 2024 - USA - Chief Business Officer Firework VIDEO COMMERCE LEADER OF THE YEAR We were joined by Jason Holland to learn about the innovative work done at Firework, the company which brings a personal experience to the online customer. Jason tells us how this is done and how Firework has created a personalized way for shoppers and retailers to engage with each other through their websites. Hear about the exciting innovations that Firework have announced and the leadership approach that has led Jason to his success. www.firework.com - 2 - Contact: Jason Holland Tel: 310-850-8136 LI: www.linkedin.com/in/jasonholland
CEO Today Global Awards 2024 - USA - Jason, can you explain the work at Firework and how using video and technology can help build a relationship between the brand and the consumer? Firework is the world’s only full funnel video commerce infrastructure directly supporting the owned digital assets of brands, retailers, and publishers. “Full funnel” refers to a complete product suite with modules intended to engage consumers across their purchase journey and through conversion (the purchase of a product or service). For instance, a retailer’s website or app consists of different sections driving varied exposure to products; each section representing a distinct exposure for the customer. Breaking it down by section: • The Digital Homepage is a mirror to the brick-andmortar store-front, often the location where a sales associate greets the customer, asks them if they can help or direct them, and should be capable of engaging in a meaningful product dialogue. This would be where Firework’s 1:1 Video Clienteling solution is most powerful. A digital sales associate can directly video chat with the consumer in real time, accessing their device via screen-share, navigating product categories, specific brands, and product details. There is a treasure trove of customer data which can also be collected using this module. • The Category Page is a section of the overall store. In a brick-and-mortar grocery capacity, this would be similar to entering the deli or floral department or a specific aisle. In a department store, it’s similar to taking the escalator to the 3rd floor then making a left hand turn to browse women’s athletic apparel. Here, the customer is met with a range of brands and options, so inspiration and the visual display is critical. The Firework Digital Showroom was built to support this portion of the journey. A brand or retailer can pre-record or broadcast live demos at 3pm every day, then the assets live forever on the site. Key here is personalization, so Firework developed an AI-based technology which allows the consumer to engage the video’s moderator or sales associate in real time, asking questions and getting answers, even months after the video was broadcast live. • The Product Description Page (PDP) is similar to a clothing rack or shelf, where the product itself resides in a store. Here, a consumer is engaging directly with the product, so it’s important to have details available in real time - fits for different body types, treats a specific condition like dry or damaged hair, etc, then showing the customer the results or a final fitting. Firework’s Interactive Video product is a direct support for this digital asset. This is where a brand can place all their short, shoppable videos (think TikTok, but on the actual company website or in their app, engaging them when purchase intent is highest). Directly from the video, a consumer can toggle sizes, colors, add to the cart, or make a purchase. The keys are in making this experience fun, inspirational, and the purchase frictionless. Firework’s AVA has been the company’s most exciting project and was released in January 2024. AVA is a digital AI human, built to look, sound, and engage any customer exactly as if a shopper was browsing the store with their best friend, except AVA is programmed with every piece of information that exists within the company’s back-end: Product details, comparisons, prices, consumer market knowledge, loyalty cohort data, etc. AVA is the future of online shopping, which also has applications in-store, as apps are equipped with QR codes you can scan when you enter the physical store, so that AVA walks with you as you shop and answers any question you have about any item you see, touch, or wish to purchase. Video technology itself is the foundation which underpins the entire future experience between brands, products, service providers, and their customers. Site, sound, motion, instantaneous information access in an all-encompassing resource, connection, and personalization that’s customer-specific across every consumer touchpoint, wherever they consume content or shop (as these historically bifurcated ecosystems also merge) are critical to any business seeking to win over consumers, create together, gain share of wallet, and enrich loyalty by of way inspired affinity which isn’t easily degraded. Firework is leading the video commerce sector by taking these principles and co-creating with companies, understanding their vision by deploying the best in Client Leadership principles, customer trends, and lifetime value; all paramount in contributing to the $150M Firework raised in 2022, the passion shared by each employee every day, and the driver behind my own investments into the company’s cap table. - 3 -
CEO Today Global Awards 2024 - USA - - 4 - Tell us what your leadership style can be described as, with your wealth of experience in these roles, what have you learned works best and how has this guided you in your role at Firework? Leadership, to me, is guided by a few rather simple principles which have always been present in my life: Authenticity, active listening, compassion, and dynamic exposure to life, all governed by the notion that I’d never aspire to be the smartest person in the room. Strong EQ helps me feel comfortable sharing my own experiences, good or bad, with those I hope to inspire. Be it a client, peer, or investor, I try to keep honesty at the forefront, acknowledging shared and differing points of view, which are useful in problem solving and often lead to mutually beneficial compromise. Firework has been an exceptional event in my life, as taking a vision, everevolving product portfolio, such diverse human capital, and significant early-stage funding to market from zero-toone then accelerating exponentially ranks among the most challenging, as well as rewarding, experiences I’ve ever had. I try to let that gratitude shine through daily and be known. Pragmatic experiences in media, technology, commerce, and data, combined with having had amazing Founders as mentors prior to joining Firework, has also been an advantage worth leveraging. My leadership style blends an understanding of commercial growth (obtaining new customers, growing with existing clients) with operational mechanics core to running a profitable business (net cash burn, fairly negotiated vendor partnerships, etc), and a love of building into those around me. If I were ever to be considered an “A Player” as an Executive, I would quickly cite having only been able to get there by way of surrounding myself with “A+ Players.” I find that immersing myself with talented, spirited peers is far more impactful and rewarding than taking the credit for any given achievement myself. Finally, I believe that maintaining a keen awareness of examples set by those around us are key to shaping who we become as a leader. I’ve been fortunate to witness some of the best leadership applications, as well as what I would consider to be extremely poor leadership demonstrations as well. To me, the most positive leadership attributes often align with the mission and principles of the company. In order for this to remain true, a business has to maintain core values worthy of replication: Secure emphasis on strong EQ and self-balance, a penchant for elevating and building into those who set good examples in a consistent fashion, and a demeanor anchored by respect for everyone. The best example in my life representing leadership philosophy worthy of emulation actually derives from my fiance, Lisa. Her ability to elevate those around her is beyond admirable. She is the ultimate team-player, often placing the good of her teams and company above self-promotion. I’ve been so fortunate as a beneficiary of listening and learning from her leadership style. She is also the first person to recognize the strengths in others and build into them, which now filters into my own regard for those around me, especially relative to the notion of cultural dynamics and differences we all share as people (upbringing, socio-economic, the needs we may have in order to achieve our fullest potential). Poor leadership examples in my life have included those set by some closest to me as well, which include philosophies like “work=life,” prioritising investment in work above investments in oneself or family, a belief that instilling “fear” or shaming those around us who appear to be under-performing will motivate them, willingness to prioritise ethnicity, sex, or age as a key hiring criteria, and the discrimination of individuals based on physical or medical disabilities. There is no place for these leaders in today’s progressive world. Why do you think more people are desiring a personalized shopping experience and how does Firework assist with this? Personalization and information access work conjunctively. Exposure breeds curiosity and curiosity drives a desire to engage on terms which are self-defined. These customer remits and expectations can’t be met within a traditional loyal customer cohort and require a more advanced “Video technology itself is the foundation which under-pins the entire future experience between brands, products, service providers, and their customers.”
CEO Today Global Awards 2024 - USA - - 5 - understanding of all the facets of an individual’s motivation or interest in something. The power of AI and machine learning processing data at speeds and in quantities so much more advanced than ever previously available is the only way true personalization becomes economically viable for businesses. That’s one of the many reasons Firework has invested so heavily in leading the AI Commerce space. Has there been a recent project you and your team have worked on that was an exciting advancement for the brand and the technology used? AVA will top the list. I know this despite Firework having just recently released her. It’s the ability to bring infinite, truly limitless, 2-way personalized dialogue (call it Content 3.0) at scale to market across every product and service sector and for any size business - Fortune 100 or Bootstrapped Startup. Finally, What advice would you give to a company that is considering making their website and shopping experience more personalized online but doesn’t know where to start? Reach out to me. I’m happy to listen to your goals and support you in thinking through how Firework or other new technologies can help you achieve your goals.
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