Name: Lidia Lüttin
Job title: CMO
Location: Amsterdam, NL
1. Where were you born and raised?
I was born and raised in a small German city called Lorrach. You can literally walk to both Switzerland and France.
2. What was your first job?
I was a junior online marketer at a small webshop for gadgets and crazy gift ideas. Besides learning the basic ins-and-outs of B2C online marketing, I also got to go in front of the camera and shoot product pictures in funny outfits. One of my colleagues here at Bynder once found a picture of me wearing a Princess Leia costume, on the web.
3. What was the first product you got really excited about?
That would be my first own computer, running on MS-DOS. I always loved tech. Tamagotchi was great too.
4. Who has been the biggest influence on your career?
My early day co-workers at Bynder had a huge influence on my career. Back in the day we were just five young employees who challenged each other day-in and day-out, and we learned a lot together. We’re all still working at Bynder, so it’s a daily inspiration for me and we continue to grow together.
5. What has been your greatest achievement?
Last year in November I hiked up to the Mount Everest Basecamp. It was an 8-day hike and one of the most intense and beautiful things I have ever done.
6. What has been your biggest mistake?
I should have gone traveling around the world during or after my studies for a while, instead of trying to work as soon as possible.
7. What is your greatest strength?
I’d say I’m quite empathetic, and can easily understand other people’s line of thought. Therefore, I can quickly analyse complex situations, breaking them down to the core problem and finding a solution. This is helpful both for conflicts within my team, but also for business processes. I’m a little nerdy - so I’m happy if tech can solve the problem. For example, I love automating our work by implementing complex workflows in our CRM and marketing automation system, to make our work processes more efficient.
8. What is your biggest weakness?
One of my biggest weaknesses is my lack of patience. I get bored really quickly and have to keep my mind busy. Therefore, I always work on several projects at the same time, which sometimes can slow things down.
9. What do you think is the aspect of your role most neglected by peers?
Branding is often neglected in B2B SaaS. Most marketers focus solely on short term lead generation, and underestimate the importance of building a strong brand in B2B markets.
10.Which word or phrase is your mantra and which word or phrase makes you squirm?
Not sure about a phrase that makes me squirm, but certainly one I follow as a mantra would be, “What you pay attention to, grows”.
11.What makes you stressed?
People with really big egos.
12.What do you do to relax?
A walk in the forest always helps.
13.What is your favourite song?
Ten Walls - Walking with Elephants
14.Which book taught you most?
The Little Prince by Antoine de Saint-Exupéry, which taught me one of the most important things in life, “It is only with the heart that one can see rightly; what is essential is invisible to the eye.”
15.Do you have a team or sport that you follow?
Not really. It’s the German team for the FIFA Worldcup.
16.Which country would you like to work in?
For now Amsterdam is just perfect. It’s gaining more and more traction and will grow into a European tech startup hub. I just love the city, it is small and accessible but still so international. If we could move it just a little more south on the map, it would be perfect.
17.Which company do you think has the best marketing?
There are countless companies that have great marketing. I love IKEA’s marketing, have you seen their “Experience the power of a bookbook™” YouTube video?
18.What do you love most about your job?
My team. I work together with the most creative and enthusiastic people I know.
Together we’ve already put the craziest ideas into reality, we have great team spirit and we all know we’re onto something big with Bynder.
19.What is your favourite business book?
Recently I started reading “How to become a servant leader” by James Hunter. To be honest, I have started a lot of business books, but I have never actually finished a single one (again, I get bored real quick). I read a lot of articles though.
In the end, the best business advice comes from my actual job. In a startup, you learn how to be a good leader the hard way. No book could have taught me what I have learned at Bynder while growing with it from a tech startup of five people to 200 within three years.
20.What keeps you awake at night?
At the moment, it’s our new website that’s going live in a few days, and… mosquitos.
Phil Muncaster reports on China and beyond