Noelle Siaplay, Media Director, recently celebrated 15 years at Harmelin Media. To celebrate this milestone, we sat down with her to ask her thoughts on the ever-changing landscape of the media industry and to get to know her better.
What are some of the notable changes you have seen in the industry since you started at Harmelin?
Over the years, I’ve watched the media industry transform in ways that felt almost unimaginable back in 2011. When I first started at Harmelin, media channels were far more defined, and each had its place and its purpose. Since then, the way we engage with media, and the role each channel plays in our everyday work, has evolved dramatically.
The biggest shift I’ve seen is the evolution of social media. When I started, social media platforms were still a place for grainy Instagram/Facebook posts, status updates, and sharing moments among close friends and family. It felt personal, casual, and relatively simple. Fast forward to today and social has grown into a powerful world of its own that drives culture, discovery, commerce, and business outcomes.
We’ve gone from casual posting to highly-produced content, from everyday users to full‑fledged creators and influencers, and from organic sharing to sophisticated monetization models. Social has become one of the core channels in our media recommendations, and in many cases, it’s a client‑mandated must‑have because of its scale, precision, and impact.
What’s most notable is how social has expanded beyond its original purpose. It’s no longer just “social” it’s where people learn, get entertained, shape opinions, and increasingly discover (I search for everything on Instagram!). Platforms now function as search engines, educational resources, news providers, and shopping sites all at the same time. That shift has changed how we think, plan, and activate on social media.
How have emerging technologies and AI influenced the industry and your daily work?
New technologies, particularly AI, have significantly transformed both the industry and our daily work. As media continues to evolve rapidly, the demand for deeper insights, and more creative media solutions has increased just as quickly. This shift has changed how we collaborate internally, making cross-team and cross-channel cooperation more important than ever. We are now sharing information more seamlessly, working more collaboratively, and addressing problems with a broader, more connected perspective.
AI now plays a significant role in my daily workflow, from efficiently analyzing data to assisting with creative tasks, such as generating visual mockups to bring media recommendations to life. AI also helps with smaller tasks, like locating that random document from two years ago that you know exists but just can’t find. I’m looking forward to seeing how AI continues to evolve our industry and make daily work even more efficient.
Where do you see the industry in the next 1 year / 5 years / 10 years?
In the Next 1 Year
As I mentioned, AI is seamlessly integrated into my daily workflow. I believe the coming year will highlight not only AI’s efficiency but also the critical role of collaboration, demonstrating that AI is here to enhance, not replace, our work.
In the Next 5 Years
As marketers increasingly demand deeper and faster insights, I believe AI will play a more significant role in planning and optimization. I envision it becoming the teammate that seamlessly connects dots across channels, making collaboration smoother for all of us.
In the Next 10 Years
It’s hard to say, but I can attest to how much this industry can transform in a short time. Looking ahead, I foresee a shift toward more personalized content and the complete integration of AI into everything we do. AI influencers will likely continue to grow in popularity, influencing both preferred content consumption and marketing strategies.
Now that we’ve heard your thoughts on the industry, we’d love to learn a bit about you. Where is your favorite place to be?
With family and friends, enjoying a great meal and a perfectly mixed cocktail. These get-togethers, which can sometimes stretch out for 10-12 hours (I’m serious), are filled with laughter, shared stories, and even a few tears now and then. These are the moments when I feel truly at peace.
What is your favorite movie, TV show, song, or book that you never get tired of?
Seinfeld is without a doubt one of the funniest and most relatable shows. I can reference it in any situation. My sister and I are both obsessed.
What’s a small thing that instantly improves your mood?
Hugs and kisses from my 2-year-old son, CJ.
Reflections from the Harmelin Community
Lisa Rothmiller, Senior Director, has known Noelle since the beginning and remarked: “I’ve had the pleasure of knowing Noelle for 15 years and worked alongside her for almost half that time. I’ve seen her incredible drive, her natural leadership, and her unwavering commitment to her team and to Harmelin. She sets the bar high in everything she does, not just through her work, but also through her involvement in various Harmelin Employee Resource Groups and the positive impact she’s had across the company. Beyond that, Noelle is an amazing wife and mom and balances her work/home life effortlessly. I’m so grateful to call her not just a colleague, but also my friend. Noelle, here’s to continued success, happiness, and all the blessings you deserve!”
Victoria Sculli, Associate Director, shared: “I have had the pleasure of working with Noelle for more than half of my tenure at Harmelin Media, and she is without a doubt one of the best managers I have had in my career. Noelle consistently takes the time to teach, guide, and support me. She shows up not only for her team, but also for her peers and clients, always leading with professionalism and dedication. Her deep knowledge of the industry has made her someone I truly look up to as a role model. Beyond being an exceptional manager, Noelle has also become a great friend. That kind of chemistry is rare to find in a manager, and I feel very fortunate to work under her leadership and learn from her example. Congratulations, Noelle! I look forward to continuing to see you excel in your career.”
Congratulations, Noelle! Thank you for your 15 years of commitment to Harmelin and our clients.
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