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Leader Spotlight: Tech-led as a differentiating strategy, with Cristina Fuser
- Cristina Fuser is VP, Product at BuzzFeed. Being tech-led and data-led can be a strategic advantage, particularly in the media space. BuzzFeed is one of the first digital media companies, founded as an experimental lab to push the boundaries of what could be done with media and data. BuzzFeed grew alongside social media and the company figured out how to hack growth through the viral spread of information on social media.
- From the beginning, BuzzFeed has been quick to spot opportunities in the data and use tech to amplify them, turning them into sustainable traffic or revenue drivers. Being tech-driven means that tech and product development aren’t just about efficiency anymore — they’re driving entirely new editorial opportunities.
- BuzzFeed reorganized so that tech and editorial now report to the same leader, who broke down a lot of barriers to collaboration. There is a culture of innovation with the logical creativity approach of using hypotheses to guide problem-solving and decision-making. BuzzFeed encourages buildathons year-round as long as the idea is aimed at improving a metric they care about and enables learning something faster.
- BuzzFeed's data team is the largest Cristina Fuser has worked with at any media company. Their PMs work hand-in-hand with product analysts throughout the testing process, prioritizing initiatives by digging into past performance data. Data doesn’t always tell the whole story, and sometimes data contradicts intuition. BuzzFeed adopted an Internet strategy aimed at shortening the amount of time between opening the app and clicking on a recipe.
- Ultimately, being tech-led is about embracing a “tech way of thinking” and ensuring that the changes made serve the user’s needs first. This drives satisfaction and long-term success for the business. BuzzFeed is known as the most resilient of the media companies, always reinventing itself at every pivotal moment.
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