FatTail’s Natalia Alonso and Rachel Friedman Honored by Top Women in Media Awards

We are proud to announce that Natalia Alonso, Senior Technical Product Manager, and Rachel Friedman, Director of Product Management, have been selected as honorees in the 2022 Top Women in Media Awards presented by Folio: and AdMonsters. Natalia was recognized as a leading up-and-comer making a huge mark on FatTail and adtech at an early stage in her career. Rachel was named a “trailblazer” in media and adtech.

Natalia brought her dual technical and product skills together, advocating that FatTail create its first technical product position and pioneering the role. Natalia has streamlined communication between FatTail’s product and engineering teams and opened up new possibilities for the company, which leaned on Natalia to bring highly technical products to market in ways that maximize business value and technical expertise.

“Natalia started by performing the role part-time, demonstrating extreme value, which led us to make the responsibilities her full-time focus,” said Gerry Bates, CTO of FatTail. “Now we view the role as so integral that we plan to hire more technical product managers.” 

Rachel has spearheaded one of FatTail’s core offerings, AdBookPORTAL, from its inception to the present, and her involvement has shaped it into a tool that is not just rife with functionality but eminently usable for publishers and their advertising clients. Rachel describes her approach to product ideation as starting with the ambition to “solve problems people are screaming about,” problems that mire people in logistics and prevent them from focusing on the parts of their work that make them happy and grow their organizations.

Rachel accomplishes that, FatTail VP of product development Clayton Tarics says, by sitting at the “center” of new products, getting in the weeds with publishers, advertisers, and engineers.

“Product strategy and vision is a key component of building long-term, successful partnerships with our publisher clients,” said Laura Boodram, SVP of Partner Success. “Rachel’s user-first approach to understanding outcomes has allowed us to develop a much greater level of relevancy into our application.”

Congratulations to Natalia and Rachel! We are incredibly proud of their accomplishments and their trailblazing contributions to both FatTail and our industry.