Mirjam Naves celebrates 10 years at smartclip

At smartclip, we take pride in our team of talented professionals, many of whom have built longstanding careers with us. In an industry known for high turnover, our average employee tenure stands at 4.86 years — a true testament to the working culture we’ve created. 

Today, we celebrate Mirjam Naves, who joined SpotX in 2015 to help build out the Dutch business. Following the merger with smartclip, she transitioned into a leadership role, helping shape smartclip Europe. To mark her 10-year work anniversary, we sat down with Mirjam to chat about her experiences, challenges, and proudest moments over the past decade.

How did you start your career in adtech?

Back in 2015, I was working at Spill Games, a publisher that was a SpotX client. SpotX was looking to expand into Europe, and they reached out to me to get insights on what European clients needed from the platform. At the end of that conversation, they flipped the script and asked if I wanted to join them to help build the European business. At the time, I felt like I had hit a ceiling in my role at Spill Games, so I took the leap.

So you took up the offer; how was your transition?

Yes! But I won’t sugarcoat it — it was a rough start. SpotX had almost no presence in Europe, so we were building from the ground up. I had to work late hours, constantly coordinating with the US, and I didn’t know much about the internal processes yet. But over time, I figured things out, and I learned a lot about leadership and managing people along the way.

Then, in 2018, the merger process with SpotX and smartclip began?

Yes, and that was a challenging period. My American counterpart and I worked tirelessly to integrate our support structures. We were almost done when the decision was made to undo the merger. Just like that, everything we had built had to be dismantled.

When the demerger process began, I had to manage relationships between the US, my European colleagues, and our clients. It was a crucial time because Dutch publishers were running on SpotX, and we needed to negotiate a deal to keep things running while transitioning them. Meanwhile, on a personal level, I was going through a divorce and moving out of my home, and then I was told I could no longer work for SpotX — I had to transition to smartclip. I had a choice: leave or stay and build something new.

And obviously you stayed?

I did. But initially, the role I was offered wasn’t particularly exciting. So, I had a frank conversation with our CEO and asked him straight up: “Do you trust me?” He said yes, and I laid out my vision for what needed to be done to make the demerger a success. When I hung up the phone, I literally ran in circles around my apartment, unsure if I had just secured my job or lost it. Turns out I had convinced him. 

So what came next?

It was chaos. We had 10 people in the Dutch office worried about losing their jobs, plus new team members from smartclip joining. We had to figure out how to restructure, reassign roles, and integrate different ways of working. Slowly but surely, we found a place for everyone. I stepped into a leadership role alongside Pieter van den Bergh — he handled strategy, and I managed operations.

Every new challenge pushed me to learn more. I had the freedom and trust to figure things out, even if I sometimes fell flat on my face. But I always got back up. One of the biggest initiatives we launched was the key account management and solution consultant structure, which transformed how we supported broadcasters. We also revamped platform support, thanks to Gloria, our CPO.

What was your biggest achievement in your 10 years at smartclip?

Definitely, the implementation of the key account management and solution consultant structure. It was a game-changer. Before that, our key account managers didn’t always have deep technical knowledge. This new setup bridged that gap, making our support for broadcasters much stronger. 

If you had to describe your job in a nutshell, what would you say?

It’s like a rollercoaster — but that’s the fun part. I handle projects and processes, but I also take on anything that no one else knows how to do. I figure it out and fix it.

What is your biggest strength?

I don’t give up easily. If I’m faced with a challenge, my stubbornness kicks in — I want to prove that I can make it work. Even when I feel like a failure, I refuse to let something fail. 

Over the last 10 years, what’s your favourite memory?

Oh, this one’s easy. When I visited the SpotX headquarters in the US, I was working on this massive, clunky Lenovo laptop. The team had been trying to convince me to switch to a Mac, but I resisted — I was already struggling with all the new tech, and switching laptops felt like too much. When I arrived in Denver, there was a Mac sitting on my desk. They told me I wasn’t allowed to leave until I had it fully set up and had thrown my “stupid little fridge” of a laptop out the window.

What is your favourite thing about working for smartclip?

The freedom to learn and take ownership. I have the autonomy to identify problems and just run with solutions. Not everyone at smartclip has that level of independence, but I’ve been lucky to have it in my role.

What is something that you would have liked to know before joining?

I thought I understood technology, but I really didn’t. I had to learn so much, but that was actually the fun part. What I do wish I had known was how much politics is involved. I’m a very rational person, and politics can feel irrational, which can be frustrating. That said, being rational helps cut through the nonsense and get things done, even if it also means dealing with some setbacks along the way.

What advice would you give to your younger self or someone looking to pursue a career in tech?

Don’t overthink it — believe in your capabilities. Yes, tech is still a male-dominated industry, but the moment you start focusing on gender, you lose sight of your skills. It’s about what you bring to the table, not your gender. Focus on your abilities and collaborate based on what people can do, not who they are.

And last question: What’s something not everyone knows about you?

I have a collection of passive-aggressive mugs in German — my mom and I collect them. It’s actually helped improve my German! Working for a German company, it’s hilarious to have these mugs in the office. No one would get the joke in Dutch, but seeing people’s reactions in Germany is priceless.

Thank you, Mirjam!

Mirjam’s story is one of resilience, ownership, and growth — and it reflects our broader culture at smartclip. Today, 42% of our leadership team are women, and 90% of those leaders have been promoted from within. We’re proud to foster an environment where people like Mirjam can grow their careers on their own terms — and help shape the future of our company along the way.