‘Zeta is A Mad Scientist’s Playground’

With a suite of AI-powered tools and a trillion-signal data cloud, Zeta Global has carved out a unique space in the marketing technology landscape. At the root of this innovation is a culture of spirited  collaboration, particularly among its sales, product and engineering teams.

“Zeta is a mad scientist’s playground,” said Vice President of Product, Roman Gun. “The agility at Zeta is remarkable, especially for a company of its size. You have the freedom to try new things, prove their effectiveness, scale them and then run with them. The ability to experiment and implement ideas swiftly is a testament to Zeta’s dynamic and supportive culture.”

Whether it’s a sales team working with engineers to fine-tune a product offering or product managers integrating feedback from various departments, teamwork is at the heart of every success story at Zeta. Hathaway emphasized how integral this collaboration is to the company’s operation.

“There isn’t a day that goes by where we aren’t working with someone on another team, figuring out a new solution or simply catching up on new requests,” she said, highlighting how cross-functional partnerships are woven into the fabric of daily work at Zeta.

On the engineering front, Senior Engineering Manager Kopal Sinha highlighted the critical role that her team plays in transforming Zeta’s huge amounts of data into actionable insights.

“Zeta is the marketer’s best friend,” she said, describing how the engineering team works closely with product managers to turn marketing visions into reality. “As soon as the marketer can imagine the ‘why’ and the ‘what’, Zeta’s platform finds the best ‘who’ and enables a one-click ‘how’ solution to complex marketing execution strategies.”

The team’s ability to work with big data systems while managing real-time expectations is a testament to Zeta’s commitment to pushing technological boundaries and encouraging experimentation and rapid development.

The spirit of collaboration that enables this swift pace stems from something deeper than formal work processes: personal connection. Sinha noted that even in a largely remote work environment, opportunities to bond and support each other remain abundant, and are key to fostering the collaborative culture. From off-topic conversations about hobbies and families to coming together during challenging times, the teams at Zeta build connections that pave the way for successful cross-functional collaboration at work.

Focused on Growth

Zeta’s culture is one that prioritizes growth — both professional and personal. Employees are encouraged to explore new roles, take on responsibilities beyond their comfort zones and continuously develop their skills. 

Gun exemplifies this ethos with his journey at Zeta. After joining the company just before its IPO, Gun faced the challenge of securing resources for a new forecasting tool. With support from leadership and a collaborative approach, he established an autonomous forecasting pod that has since become a critical part of Zeta’s operations.

Sinha’s experience further illustrates Zeta’s commitment to nurturing talent. While at Zeta, she pursued a part-time MBA with full support from her team, reflecting the company’s dedication to employee development. 

For all employees, Zeta’s open culture empowers them to explore new opportunities, whether by shadowing a product manager or engaging with leaders across the organization for mentorship and guidance.

“To succeed at Zeta, you need to have a growth mindset,” Sinha said. “You need to have a can-do attitude, find ways to take on more responsibility and be willing to lean into the immense pool of knowledge that exists — it’s only a Teams call away.”

Inclusivity and Respect as Company Virtues

At the heart of Zeta’s culture is a deep respect for inclusivity and a commitment to creating a supportive environment — not just for the sake of representation, but to ensure that every voice is heard and valued. 

“There are no assholes at Zeta,” Sinha observed. “Instead, I get to work every day with a set of extremely talented, motivated and hardworking-yet-humble people. We help each other brainstorm ideas, share knowledge and create aspirational goals with a realistic path to achieving them.”

“I get to work every day with a set of extremely talented, motivated and hardworking-yet-humble people.”

Hathaway echoed this sentiment, noting that Zeta’s culture fosters a sense of belonging that is rare in today’s corporate world. Despite the company’s size of nearly 1,900 employees, she never feels like “just a number.” This feeling of being seen and recognized is a testament to Zeta’s ability to maintain a personal touch even as it grows.

Zeta’s commitment to fostering a strong community extends beyond the office. The company offers a variety of team-building activities that range from hackathons to the more convivial pickleball, comedy shows and even escape rooms. The events are not just about having fun — they are about reinforcing the connections that make collaboration at Zeta so effective. 

Gun, who cherishes the camaraderie built during hackathons, sees these events as opportunities to not only innovate but also to strengthen relationships across teams.

This sense of community is crucial as Zeta continues to navigate the challenges of a predominantly remote work environment. Sinha highlighted how simple acts of kindness and support among colleagues help maintain a strong sense of team spirit, even when physical distance separates them.

Looking Forward to Groundbreaking Solutions

As Zeta looks to the future, the company’s culture remains a cornerstone of its success. 

“The words ‘I am never leaving Zeta’ come out of my mouth on a weekly basis,” Hathaway said. Her unwavering commitment to Zeta reflects the company’s ability to retain talent by creating an environment where people feel valued and excited about their work. 

For new hires, Zeta offers more than just a job; it offers a community and a platform for growth. The qualities that lead to success at Zeta — like adaptability, a growth mindset and a passion for collaboration — are nurtured through a culture that values every individual’s contribution.

“We value initiative, innovation and the ability to navigate and integrate complex systems,” Gun said. “At Zeta, we give you the ball — it’s up to you to draw up the plays. For those who thrive on large-scale projects and can operate at different levels of zoom, it’s the perfect sandbox for making an impact and creating groundbreaking solutions.”

“At Zeta, we give you the ball — it’s up to you to draw up the plays.”

Gun doesn’t foresee the pace of advancement slowing any time soon.

“We’re on the brink of something special, and I believe our innovations will soon be at the forefront of the industry,” he said. “Keep an eye on Zeta — we’re just getting started, the best is yet to come.”