Discover insights from Jason Perocho, SVP and Head of Marketing at Amperity, on leveraging AI for customer experience, leadership lessons, and staying ahead in the ever-evolving tech landscape.
Hello Jason, We are delighted to have you. You have a very diverse background, from a former military pilot to product marketing in the SaaS industry. Tell us how the journey started and has brought you here in this industry.
My transition from the public to the private sector was unexpected but, in many ways, it was a natural progression fueled by my enthusiasm for technology, innovation, and creativity. My experience as a military pilot instilled in me a strong sense of discipline and quick decision-making, which translates remarkably well into the world of tech marketing. As a pilot, I thrived on quick thinking and creative problem-solving, often taking complex situations and distilling them into clear, actionable steps. That skill has been invaluable in marketing, where simplifying intricate technology to make it accessible to customers is key. In the military, being part of a well-oiled machine meant keeping my head down, focusing on the job at hand, and trusting the process — that discipline has served me well in this fast-moving industry.
Through my experiences, I discovered a unique opportunity to blend my technical skills with my creativity in SaaS product marketing, fueling my excitement for evangelizing new innovations and making them relatable to others.
Working in the military and then as the founder of a non-profit, these jobs require lots of integrity and determination. Can you tell our readers how these values have helped you to build a strong foothold and communicate complex concepts in the tech industry?
Throughout my career, I’ve learned that authentic leadership starts with a clear, compelling mission. By centering everyone on a shared vision and a few key objectives, we create a foundation for success. This approach served me well in navigating complex challenges, whether in operations or project management, and it’s equally vital in the tech industry.
I’ve come to realize that a leader’s role, once the vision is set, boils down to three priorities: growing people, removing barriers, and accomplishing tasks – in that order. This people-first mindset isn’t just idealistic; it’s practical. Teams thrive when they know their leader genuinely cares about their growth and well-being.
Clear communication has been my north star, helping me break down intricate concepts and build trust through honesty and transparency. This skill, coupled with an unwavering work ethic, has been crucial in tackling the complex world of technology.
But perhaps the most profound lesson I’ve learned is that true success isn’t a solo journey. It’s about lifting others as you climb, fostering a collaborative environment where everyone can contribute their best. This authentic, mission-driven approach has not only led to successful outcomes but also created resilient, motivated teams ready to take on any challenge.
How do you keep up with the evolutions in the AI industry and apply them as solutions to the customer experience platforms?
I stay on top of the latest developments in AI by constantly learning and immersing myself in the newest technologies, whether through hands-on experimentation or staying connected with thought leaders in the space. It goes without saying that I challenge my team to experiment with AI to find new ways to save time and be more efficient.
What kind of research do you use to ensure that personalization efforts align with customer preferences and behaviors?
At Amperity, we prioritize being customer-centric by actively discussing and taking in feedback from our clients to learn, improve, and ensure we are meeting their specific needs and challenges. We have a Customer Advisory Board (CAB) that meets in person quarterly to discuss our product roadmap and specific use cases the members are trying to solve. In fact, 75% of our new features and capabilities this past year were driven by customer requests. This continuous feedback loop ensures that our strategies and personalization efforts align with customer preferences and needs. We are also focused on staying up-to-date on the latest innovations and forging strategic partnerships to keep up with customer demands.
Tell us about the challenges you faced when leveraging AI for customer insights and how you overcame them.
One of the biggest challenges is managing the risk associated with the accuracy of AI. Even with highly accurate models, a small margin of error can be unacceptable for many decision-makers, making it critical to ensure transparency and trust in the AI’s outputs. An essential factor in mitigating this risk is making sure to start with a solid, clean data foundation to power downstream AI tools. Without accurate, high-quality data, AI-driven insights can fall short. This is where human creativity becomes essential – combining clean data with out-of-the-box thinking enhances AI’s ability to solve problems and create new opportunities.
How do you collaborate with cross-functional teams to work together to implement data-driven strategies?
Collaboration across cross-functional teams is essential for implementing data-driven strategies. At Amperity, we’ve centralized our operations into a single RevOps function to ensure we have a shared understanding of the customer journey from first touch to cash to renewal. This collaboration is enhanced by using clear, concise communication, ensuring that complex ideas are distilled into actionable information. By aligning cross-functional teams with a shared vision, we can effectively work together by sharing ideas, pooling expertise, and ensuring that insights from different areas of the business are integrated into our strategies.
How do you see the role of AI and machine learning evolving in marketing?
AI and machine learning are already reshaping marketing by enabling deeper personalization at scale, automating routine tasks, and providing more accurate predictions based on customer data. As these technologies evolve, we’ll see even more sophisticated ways to predict customer behavior and personalize experiences. However, the key will be balancing AI-driven efficiency with human creativity and oversight. AI is great at synthesizing data and generating insights, but it’s still up to marketers to understand the human side—why customers are acting the way they are—and develop strategies that resonate on an emotional level. The future of marketing will combine AI’s precision with human ingenuity to create more meaningful, tailored customer experiences.
Would you like to tell us a few examples where you have used analytics to make informed marketing decisions and help customer experience?
At Amperity, we are wholly focused on helping brands turn complex ideas into business value. One key example is our approach to creating unified customer profiles. By using AI, we help customers build a foundational understanding of how customers are interacting with them across every touch point. Amperity enables every interaction a customer has with a brand to feel personal and relevant, resulting in meaningful engagements and a better customer experience.
Additionally, we employ predictive analytics to anticipate customer needs and trends. By analyzing historical data, we can identify patterns that inform our client’s marketing strategies. For example, the SPARC Group used Amperity to bring data from all systems together to create one unified view of the customer and accurately identify high-value customers. Paired with Amperity’s predictive models, SPARC Group brands can now build more sophisticated and informed audiences using their first-party data that combine all engagement and transactional behaviors to enhance performance.
How has your leadership philosophy evolved throughout your career?
Over the course of my career, my leadership philosophy has evolved significantly. I’ve come to recognize the value of vulnerability in leadership. Rather than striving to appear infallible, I now understand that being approachable and human is crucial for fostering an open and honest culture throughout the organization. This shift has allowed for more transparent communication at all levels. However, alongside this increased openness, I’ve also learned the importance of maintaining an even demeanor as a leader. By presenting a consistent and calm presence, I can help shield my team from the inevitable ups and downs of the workplace, providing a sense of stability amidst challenges. This balanced approach, combining authenticity with emotional steadiness, has become the foundation of my current leadership style. It’s a philosophy that has developed through experience, reflecting both personal growth and a deeper understanding of effective team dynamics.
Give some advice to people who enter the tech field with a diverse background on how to stay active in the rapidly changing tech landscape and how to keep encouraged in this industry.
For people entering the tech field with diverse backgrounds, here are a couple pieces of advice on how to stay active and encouraged in this rapidly changing industry:
- Find a mentor. Many professionals have transitioned into tech from other fields. Connect with someone who has made a similar career change and learn from their experience. Their insights can help you navigate challenges and understand the industry.
- Tap into company resources. Many companies have Employee Resource Groups (ERGs) or transition programs designed to provide people with skill-building opportunities, networking, and support.
Breaking into tech from a non-traditional background can be both exciting and challenging, but with the right strategies, it’s possible to thrive. A unique background is an asset, so staying proactive, continuously learning, and building a support network are key to succeeding in this fast-paced environment.
Jason Perocho
SVP, Head of Marketing at Amperity
Jason Perocho is Senior Vice President, Head of Marketing at Amperity. He is a self-described “tech nerd” with a passion for helping people understand and use cutting-edge technology. He believes that marketing should be entertaining and engaging, and he always strives to create content that people will enjoy reading and sharing. He previously held leadership positions at Braze and Salesforce, leading teams focused on Product Marketing, GTM Strategy, Pricing and Packaging, Analyst Relations, and Competitive Intelligence. In what feels like another life, Jason served six years in the US Navy Naval Aviator, Product Manager, and Aid to the Assistant Secretary of the Navy for Research, Development, and Acquisitions. He holds an MBA from the University of North Carolina, Chapel Hill, and a BS from the United States Naval Academy.
