Jed Schneiderman, BA’92, may sound like a self-help guru, but the founder and president of Tapped Mobile believes every word of it. “When you find something you love doing,” he said, “you’re not really working a day in your life.”
Schneiderman, 46, has embraced his entrepreneurial career after developing marketing and media acumen working for some of the most wellknown brands in the world. Today, his energy is focused on his own creation – Tapped Mobile.
“I’m proud of what we started here,” he said, “It’s great to create a company that people look forward to coming to every day.”
Schneiderman’s passion for marketing and technology rippled out from his time at Western, where, among other positions, he was in charge of marketing events as a member of the University Students’ Council. Soon after graduating Western, he earned his MBA in marketing and then began working at Procter & Gamble in their consumer goods division.
From there, his career forms an arc based on what interested the Torontonian. He left P&G because he was intrigued by the rise of digital marketing and along came AOL, where he spent two-and-a-half years as senior marketing manager. When he wanted to understand loyalty marketing, he went to Digital Cement, managing a team responsible for Kraft Canada’s website.
He then shifted his focus to television and content distribution which took him to Bell Media. He ran a team that brought MTV to Canada. “It was the first TV network that launched shows both online and on the channel,” he said. “This was where I started seeing firsthand how consumers were interacting with content on a variety of platforms.”
He faced a tough battle at Microsoft Canada when his team was responsible for promoting the launch of Bing, Microsoft’s competitor to Google. “It was horrible,” he said. “It’s very hard to convince people to switch to someone else when that other service is not materially better.”
Buoyed by his many years of experience in tech, media and marketing, Schneiderman launched Tapped Mobile in October 2011. The company delves into in-app marketing, location-based targeting, custom advertising and mobile marketing strategies, as well as co-authors an influential annual study on mobile consumer habits and practices in Canada.
Tapped’s client list includes brands such as Sony, Pepsi, L’Oreal and Ford.
In December 2015, Tapped mobile became the exclusive Canadian representative of the popular app Shazam, selling all integration, and advertising opportunities.
That popular app is best known for its music-identification capabilities (naming that tune foe users in a matter of seconds), but it has expanded its reach into cinema, advertising, TV and retail environment. Most recently, Rogers Radio teamed up with Shazam to usher in a new daily countdown show called The Shazam @7 Countdown which air in Toronto, Edmonton and Vancouver. Shazam has more than 15 million downloads in Canada; 3.5 million Canadians use Shazam every month.
Schneiderman credits Western for instilling in him several core values that have carried over in his career. “University teaches you about being curious and the importance of critical thinking,” he said. “Successful people have to be comfortable with a certain measure of uncertainty. And you can overcome that by being curious.”
Additionally, at Western he was constantly networking with various groups, whether for work, volunteer projects or in his program.
"The success of a company is predicated on having meaningful relationships with many people, and I learned at school the value of networking,” he concluded. “I’ve seen how that’s influenced my business development work at Tapped.”
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