YPDaily: Jonathan Abalos

Jonathan Abalos is the the Digital Marketing Manager for Allstream and thrives off meeting new people and offering clients an unmatched customer service experience. What’s his advice for other young professionals? Find out in today’s YPDaily…

Elevator Pitch: Describe your job in a nutshell.
I’m the Digital Marketing Manager for Allstream – a national leading B2B network service provider. I manage outbound and inbound digital tactics and strategy, which covers anything from social media to paid search. Ultimately, my goal is to convert online audiences into customer inquiries while providing great customer service and increasing the propensity for demand of a network solution. I target predominately CIOs, CTOs, IT Directors and simply, the IT decision maker. Although B2B digital marketing is highly competitive, understanding the audience pain point is how we cultivate rapport and engagement.

Why did you start working at your company? What was the inspiration for this career route?
I believe opportunities are abundant, but the right opportunities are usually few and far between. After roles at companies with concentrations around e-commerce, media planning, and social strategy, I wanted to join a company where the growth potential for their digital practice was relatively high. Allstream, I believe, has a sound foundation based on senior stakeholders’ buy-in on improving their digital strategy. A website redesign and launching a blog all within the last 12 months are just a few examples of Allstream’s aggressive commitment to holistically improve its digital presence.

I was also inspired by the right environment where my role would require discussions around strategy and planning with IT development, UX designers, SEO specialists, brand managers, technical SMEs, sales, and events teams. The potential of understanding each department’s objectives adds to my continued commitment to learn and provide value at every step of the process.

What is the best part of what you do on a day-to-day basis? The most challenging part?
The best part of my day-to-day operations is meeting new people, by working with external vendors, technology partners, and sales partners. Understanding their position within the market gives vision to the bigger picture. The value of this is tremendous and I could only have been exposed to this in the role that I’m in now.

The most challenging part is educating others on the complexity in which to implement a drive to web strategy. I think sometimes there is a lack of understanding on what it takes to create a campaign. From research, to analysis, to qualitative historical data, just putting up a landing page, or Tweeting and posting on Facebook, isn’t really marketing. I continually work on educating stakeholders on what is required, which I hope will help alleviate some of these expectations in the future.

Where do you see yourself in 5 years?
Professionally, it would be a seat at the Senior Executive table to provide counsel on digital strategy and planning for improving business results and culture.

Personally, being a great husband, father, and son.

What does success look like to you?
Success, I think is work/life, balance. I believe if you’re completely dedicated to your career but neglect your family life you’re not completely successful. Growing up in a single parent household, I knew all too well that careers affect how families operate. Being able to thrive in your personal life and be motivated and challenged in your professional life is success at its simplest terms.

What is the most memorable milestone in your career?
To date, I would have to say it would be priming the social media partnership relationship for Allstream. Operationally, we work with some major technology partners such as Cisco Canada, Dell SecureWorks, and Avaya. However, when it came to our social media deployments and collaboratively aligning our target audiences in the same social channels, we never communicated with them. Today, however, we have greater visibility and more united front on product launches, content sharing, and guest blogging, which helps increase exposure for Allstream but maximizes our technology partners reach as well.

Do you have any advice for other young professionals?
You know that story of Colonel Sanders (the originator of KFC), who tried to sell his recipe to restaurant owners but was told “no” more than 1000 times? Well, my advice to YPs is that many people will tell you NO in your careers and you’ll probably get sick of hearing of it. However, just like Mr. Sanders himself, you will eventually find someone who will say YES and believe in what you are offering. That said, appreciate your opportunities but don’t expect for people to open up doors for you on the first few tries.

Do you support any charities? If so, which one(s) and why is that important to you?
Yes, I support The Sick Kids Children’s Foundation. I have known close friends and family whose children has been admitted for long periods of time. I believe the work they do is so important for children to heal physically, but the support emotionally is so essential to the overall recovery of a particular illness.

Other ‘Notables,’ (see what I did there?) would be the SPCA and PETA. These agencies do a great job in bringing awareness to animal cruelty but also give voice to those animals in need.

Having just recently added two Yorkies to the household, I have unconsciously developed a deep resounding bond with my dogs, Otis and Oscar, and so animal rights is very important in our family.

What to you is notable?
Style, Class, Professionalism, Dynamism, and Integrity.

Blackberry, iPhone, Android, or Other?
I carry two BB Torches, one for work and one personally; I’d have to say that I’ve been a BB user for a while. However, I will be making the transition to a Galaxy Note II by year’s end. Mind you, I’m still hoping for a developer to create an ICQ app for either OS.