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.”
Through Western’s ambitious fundraising campaign, Be Extraordinary, we are raising the bar to enrich The Western Experience.
We are preparing students to become the next generation of global leaders. We are also inspiring innovative learning and igniting world-class discovery to tackle some of the world’s most pressing challenges.
We invite alumni and friends to participate in our campaign, and help double the number of alumni who contribute to making Western extraordinary.
Be part of something that's already a part of you.
Logging into the Alumni Western web site at www.alumni.westernu.ca allows you to:
What about my privacy?
Need help with your User Name or Password?
Please use the Trouble Signing In? link to recover your User Name and/or Password.
HINT: User Names are often the email address at which you receive emails from Western.
If further help is required, please send an email to firstname.lastname@example.org. We are usually able to respond the same day during the week. Inquiries received during a weekend or on a holiday are addressed the first day back at work.
You can now log into the Western Alumni website using your Facebook, LinkedIn, or Twitter account to access exclusive content including the career management portal and the alumni directory.
In order to log in via your social media account, your Western Alumni website email address must match the email address used to log into your social media profile.
For example: if the email you use to access the Western Alumni website is email@example.com then your social media account's primary email must also be firstname.lastname@example.org.
If you experience any issues with logging into the Western Alumni website with your social media account, please email email@example.com and please provide your first name, last name, and postal code and we can help you through the login process.