Welcome back to “Spotlight On,” a series dedicated to highlighting exceptional team members and their experiences at Aspect. Previously, we've chatted with consulting leader Lori DeWald and explored strategic learning in workforce tech with Carolyn Pilgrom.
Today, we have the pleasure of talking with an Aspect veteran, Beth Zindel. With more than 25 years of tenure, Beth is an invaluable member of the team, leading Marketing Operations and serving as a strong foundation of cross-functional support.
Q: What’s your current role at Aspect?
I have the privilege of leading the Aspect Marketing Operations team. We manage a diverse set of responsibilities including: overseeing our marketing technology stack's acquisition and integration, running our marketing automation and webinar platforms (including email campaigns and newsletters), coordinating logistics for industry events, supporting the sales team with proposals, and creating dashboards to measure program performance.
Due to my long tenure at Aspect, I’m also one of the resident historians, sharing insights into past decision, programs, and relationships that are useful to newer team members.
Q: What path led you to your current position?
My path at Aspect has been a long and winding journey through many iterations of the company, roles, and phases of my life. I started in product management back when it was a dialer company. Over the years and through the various company iterations, I’ve held roles in product marketing, marketing communications, product management operations, and my current role leading marketing operations for Aspect.
Each time I was ready for a change, a new role opened up that offered room to grow. In my current role, I lead a dedicated and knowledgeable team. We work closely with talented colleagues across the company on key initiatives that drive the success of the new Aspect and its focus on people-first technology.
Q: What inspired you to pursue a career in the tech/software industry, and what keeps you passionate about it today?
It’s exciting to be a part of such a dynamic industry on the cutting edge of applying the latest technology to real-world solutions for our customers.
I love being challenged by the ongoing need to learn and apply new tools and techniques to help the Aspect Marketing team accomplish our goals and the satisfaction that comes when my team and I deliver outcomes that delight our internal customers. The harder things are to accomplish, the more satisfying it is to get them over the finish line!
Q: What accomplishment at Aspect are you most proud of?
On the people front, I treasure the strong relationships I've built with colleagues across all business functions and around the world. These connections allow us to collaborate closely, innovate rapidly, and execute effectively in our remote work environment. Together, we deliver high-quality external communications and meaningful program measurements that help us continuously improve.
On the technology front, I’m proud of our continued innovation to accomplish our tasks and serve our customers. Since relaunching Aspect, the pace of innovation has accelerated dramatically. We've modernized and streamlined our tech stack company-wide, integrating AI applications that save time, enhancing collaboration tools, and simplifying data to deliver meaningful results.
Q: What's your favorite part of Aspect’s company culture?
I love Aspect leadership’s commitment to transparency, communication, and a people first culture both internally and externally with our product direction. This has created an environment that’s founded in collaboration, ongoing growth, and a freedom to try things that might fail. This, in turn, has created the boldness we need to again lead the industry.
I also love the contemporary and fun new Aspect brand. Our creative team continues to bring it to life in colorful and interesting ways — whether on cool new apparel, our continually evolving website and social accounts, or in our beautifully intuitive yet powerful new product interfaces.
Q: What’s a valuable lesson you’ve learned from working at Aspect?
That the greatest success and the most joy is achieved through a culture that encourages calcualted risks and engages every role in the shared mission. Also, there is incredible strength in having diverse backgrounds, experiences, and personal styles, which brings us to the most creative outcomes.
These combined factors help us leverage new tools and ideas that increase our efficiency and our programs’ effectiveness. For example, we target communications to recipients' specific interests, create more engaging interactions during webinars, and leverage AI to streamline tasks and expand capabilities—helping everyone solve problems and move forward more efficiently.
Q: What hobbies or activities do you enjoy outside of work?
On the sports front, I’m a plodding but persistent runner (well, more accurately, jogger) who is working towards a goal of running a 5k for charity every month this year. I enjoy racquet sports—especially tennis and pickleball—and am probably one of the only people around who thinks playing pickleball has improved my tennis game (although I suppose I should ask my partners their opinion on that).
I also love to travel—whether it’s long weekend trips to explore new towns, trips across the pond to explore new countries, or visits to see family and friends. My ideal trip is a mix of outdoor exploration, historical sites, and visits to the local shops to find the best ice cream (or gelato). My favorite destinations are the London area (caught Wimbledon one year), Italy (fell in love with the Amalfi Coast), and Lake Ontario (where multiple generations of family members have gathered in the summers). It’s extra special when we share these trips with our kids, other family, or friends making treasured memories.
Q: If you could have any superpower, what would it be and why?
This is a tough question, there are so many superpowers that could help people in different ways. I think I’ll go with being able to help people find joy and confidence in their circumstances. Does that count as a superpower?
It's so easy to get distracted or overwhelmed by outside forces, or for people to feel they're "not enough." I'd like to be able to infuse them with feelings of powerful support, confidence in themselves, and appreciation for the blessings they experience each day.
We’ll be back next month with another “Spotlight On” highlighting the exceptional team members at Aspect. Interested in learning more about Aspect and our brand identity? Check out Ask Aspect, a series where we dive deep with our industry experts. See you next time!
