The company behind the photo-editing app of the same name, PicsArt, has appointed Tammy Nam as its first chief operating officer.
Nam was most recently the CEO of the Rakuten-acquired video streaming service, Viki, and before that she worked as a marketing executive at Viki, Scribd and Slide.
PicsArt stated that Nam will report to founder and CEO Hovhannes Avoyan, and that she will look after all the aspects of the business except for product and engineering.
Avoyan mentioned in the announcement, “PicsArt has grown organically so far, but our next big opportunity is in directing this growth through the right market development, community engagement and revenue channels. In addition to her proven operational experience in both consumer advertising and subscription-based businesses, Tammy adds deep bench strength in market, brand and community development — areas that will be critical for us moving forward.”
The company reported previous year that it is reaching 100 million monthly active users. Nam said to me that she was specially impressed that it achieved that growth without notable marketing spend.
She stated, “I understand what it takes to grow quickly, but also thoughtfully. Because of my background, the CEO and the board felt like I would be a great match to [help PicsArt] reach the next 200 million, the next 500 million users.”
Asked what thoughtful growth looks like for PicsArt, Nam mentioned that it means not just growing at any cost, but also considering things such as revenue and the different communities using the app. She told that she is trying to inspect the company’s structure to make sure that it can “maximize efficiencies towards these big goals.”
She said, “It will continue to grow organically, but the branding, the user development will definitely evolve,” she added. “There’s a sea of companies that play in our space … How do you stand out? And how do you stay relevant?”
Nam also stated that she will be looking at PicsArt’s chances for international growth. Not that the company has been neglecting the world beyond the United States — China is its fastest-growing market and already one of its top countries for revenue. (The company states that it recently became profitable following the launch of its PicsArt Gold subscription.)
Nam suggested that PicsArt can move into new markets without competing with the dominant social media platforms, since it’s “agnostic” in terms of where users publish their edited photos.
She said, “It’s completely lowered the barrier. It used to be you had to know Photoshop. Now it’s so easy to create professional-looking photos, images and soon animations, videos, etc. Everyone is a creator.”
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