The company has built a business that mixes owned media with data, creative, and events. Its work has attracted major advertisers in categories including beverages and beauty, and counts Coca-Cola among its recent experiential partners. Elliott will now oversee all revenue functions, spanning media, creative, data, and client services.
“I spent close to 30 years in this business, and when My Code came to me in April, I thought about where I was happiest and making the biggest impact—that was on the publisher side,” Elliott said. “I’m a builder, and Edgar [Hernandez, chief strategy officer] told me he needed me to come in and build across sales, account services and more. That’s what got me excited.”
Scaling the sales organization
Elliott said her first priority is evaluating how My Code’s sales operation is structured. The team currently organizes around categories, but also juggles enterprise accounts and RFP-heavy relationships.
“My first priority right now is to find opportunities,” Elliott said. “I want to analyze the sales organization—how are we matrixed out? Should we be agency, client or category first? The business has been built really well over the last 10 years, and now the challenge is putting in a growth mindset to get people thinking bigger.”
The revenue veteran is also thinking through how to better balance enterprise accounts with RFP-driven revenue, while ensuring MyCode continues to lead with insights and services.
Navigating cultural headwinds
Elliott joins My Code at a moment when many corporations are scaling back their commitments to diversity, equity, and inclusion initiatives, as well as facing pressure on issues like immigration.
That environment makes My Code’s work with multicultural audiences more fraught—and more vital.
“My Code was ahead in understanding nomenclature and helping clients understand where they need to be in terms of reaching Gen Z,” Elliott said. “As a result of D.C. policies, chairs are being taken away from tables, and it’s our job to make sure they are replaced. When we’re talking to clients, we’re talking about the importance of minority communities. The conversations are still happening.”
