She studied Law in the UK, and gained a wealth of business and marketing experience working across the EMEA region. Automation has long been a special interest of hers, and inspired by her family history she speaks 5 languages.

On the 1st of April Tina Sadeghi joined Phyron Software as Senior Customer Success Manager (CSM).

Hi Tina, your background certainly looks like a perfect match. Exactly what will you do at Phyron?

The most important task for any CSM is to make sure that customers get onboard smoothly and continue to get the maximum value out of the software solution and advanced technology it provides. This includes the recognition of any potential room for improvement, and contributing to the realization of new opportunities.

Personally, I have been assigned to mainly work with the largest automotive dealer groups and OEMs in Europe and North America. And the larger the dealer, the greater the potential gains and sensitivity.

Introducing new ways of working is always a challenge, not least in large organizations. Every company is unique, and in our ever-changing digital era, people are not always aware of the potential for improvement. They often view transformation as risk rather than gain. People don’t always know what they don’t know, so it’s important to ask the right questions. And, starting with a shared mindset, to clarify what must be done to reap the benefits of change.

Large companies and groups may also have different challenges and driving forces at each management layer. On the upside, a dealer group with 5,000 cars in stock has a lot more to gain by doing things right than a smaller dealer with 200 cars. There is generally a greater expectation from clients and consumers for big brands to be ahead of the game. Today, with the market being so agile and fast moving, there is more than ever a pressure on corporates and industry leaders to be at the forefront to stay relevant.

So, it’s important to listen to everybody involved, this includes everyone from tech providers to the end consumer. It is no longer just about adapting but also being innovative. But having said that, it isn’t always done at the snap of a finger. The digital marketing space is so much more analytical which calls for a more educational and data driven approach.

Automation was a keyword on your LinkedIn profile long before you discovered Phyron. Why?

I have always been fascinated by automation as a means of scaling and efficiency. In that respect, digitalization is even more interesting than electrification for the automotive industry. Phyron is automating video, effectively transforming automotive sales and marketing, and the results already speak volumes. I cannot imagine a more exciting place to be right now.

You have now completed two weeks of product training in Stockholm, what are your main takeaways?

Not just product training, I also had the opportunity to meet the rest of the CSM team and a bunch of senior sales and tech people that I will work closely with, sharing their perspectives and experiences.

Quite honestly, it was all beyond expectation. The moment I entered the office I was struck by the fantastic energy and dynamics. Everybody seems so aligned, sharing the same idea of who we are and where we are going.

So, what about you Tina, where did you get that... adventurous energy of yours?

Well, thank you, I guess …I suppose we all are influenced by our experiences and by the inspiring dreamers and doers we may meet. I have always been curious, and I always wanted to push my limits, wanting to explore new areas.

I came to Denmark from Iran with my parents when I was one year old. Maybe that has something to do with it, too. Growing up, I was certainly influenced by my parents working hard to succeed in a new culture in a new language, only armed with their talents and an ‘Anything is possible’ attitude.

Who are you when you don't work?

I love to travel, meet new people and experience new places, tomorrow I’m going to Italy by the way … I love sports, especially tennis … I often go to the gym, pushing my limits with weights has become a mental thing for me … I love classical music too, I have been playing the violin since the age of 6. And I read a lot, always trying to learn something new. Right now, I’m deep into behavioral science. I know it can all sound like pretty serious stuff, but I do know how to have fun, too. Positive energy and love with life and people helps me enjoy every moment of the day.