Mirakl doesn’t like to follow the rules.
Culturally speaking, that is. That’s because, rather than mandate a workplace culture, the company’s leaders empower employees to nurture it themselves.
“Culture isn’t built by rules; it’s built by the daily behaviors and attitudes that make people feel capable, valued and motivated to push boundaries together,” Amelia Van Camp said.
As chief of staff to Mirakl’s Co-Founder, she has played a key role in helping scale the company through pivotal moments, launch new business lines, grow its global footprint, and build the infrastructure needed to support its next stage of growth. And through it all, Van Camp has witnessed the insurmountable power of a culture rooted in three key pillars: bias for action, direct communication and a deep sense of ownership.
Guided by these principles, Mirakl’s teams have accomplished many milestones, including the inception of Mirakl Ads, which has transformed how the company’s clients create new revenue streams through advertising. Vice President of Sales Anne Hallock leads the success of Mirakl Ads in the U.S., and while she has only been at the company for about six months, she has already seen its people band together on numerous occasions to support each other.
“I have been consistently impressed by the caliber of talent: good, smart, hardworking people united by a common purpose,” she said.
“I have been consistently impressed by the caliber of talent: good, smart, hardworking people united by a common purpose.”
Hallock stays busy collaborating closely with prospects and partners across the retail media ecosystem, owning responsibility for driving new business, shaping the company’s regional go-to-market strategy and working hand in hand with retailers to unlock ad monetization opportunities on their marketplace and e-commerce platforms. She has worked across many different sectors at organizations of varying sizes, and throughout that time, she has come to appreciate the tech industry’s agility and adaptability — a stark contrast to what some may find in older industries.
“In more mature sectors, the rules have been defined,” Hallock said. “Mirakl, however, has discovered how to deliver innovation without conventional ‘disruption,’ focusing instead on meaningful improvement.”
Pushing against the status quo has brought Mirakl to where it is today, and as the company grows, it’s relying heavily on its tight-knit, mission-driven culture to further transform the retail media landscape.
About Mirakl
Mirakl’s platform is designed to help e-commerce businesses grow, enabling them to expand and digitize product assortment through marketplace and dropship solutions, streamline supplier catalog onboarding, connect with the right marketplaces and more. Mirakl Ads leverages AI and real-time analytics to enable brands to boost revenue and shopper loyalty with personalized onsite advertising.
The ‘Unspoken Rhythm’ of Mirakl’s Culture
Van Camp said that there’s an “unspoken rhythm” that drives teams across Mirakl, composed of “high trust, high standards and a shared expectation that we show up prepared and focused.”
Since joining the company in 2017, she has seen these elements drive the success of various initiatives, including the creation of Mirakl Ads in 2023. This key milestone expanded the company’s value proposition beyond marketplace technology into a comprehensive growth engine for merchants.
“What made this possible was the relentless collaboration, passion and dedication across our teams,” she said. “It’s a testament to what can be achieved when a diverse group of talented people come together with a shared vision and commitment to excellence.”
For Van Camp, the company’s “biggest win” she has helped drive so far has been navigating multiple waves of growth, expanding its product offerings and reaching new customer segments while maintaining agility and focus.
“It’s a testament to our ability to scale thoughtfully without losing the entrepreneurial spirit that drives us,” she said.
On a personal level, Van Camp is proud of how she has grown into a role that allows her to influence cross-functional alignment and help shape the company’s strategic direction. She feels as though she’s been able to connect dots across teams and lead initiatives that substantially influence growth.
“It’s why I’m passionate about this work — it’s about making a difference at scale,” Van Camp said.
“It’s why I’m passionate about this work — it’s about making a difference at scale.”
This opportunity to make a difference is one of the reasons why Hallock joined Mirakl, and within her first month at the company, she saw this impact come to life. She shared that one of the company’s newest clients publicly praised their platform during the e-commerce innovation conference, Shoptalk, where they explored expanding their partnership by integrating Mirakl Ads capabilities.
“This is precisely the flywheel effect that industry experts are buzzing about right now!” Hallock said. “Witnessing this powerful dynamic unfold in real time has been absolutely electrifying and validates the transformative potential of our solutions.”
For Hallock, this experience is a testament to the strength of Mirakl’s product — and its people. Over the past few months, she has been struck by the conscientiousness and support of her colleagues who have consistently checked in on her onboarding process, providing her with answers when needed while ensuring every client’s needs are fully met.
“This collaborative spirit is what makes Mirakl special,” Hallock said.
How Hallock Fosters a Positive Culture
- “First, I believe in setting a high bar and then celebrating achievements. A win represents tangible value created for our prospects and clients — that’s worth celebrating!”
- “Second, I’m a strong advocate for ‘spot praise’ — expressing gratitude and sharing compliments in the moment they’re earned. I can specifically remember times where someone gave me a compliment at work, even when it was something as simple as saying, “Good job.” It’s like solar power – a completely renewable resource that energizes our team.”
- “Third, I embrace a philosophy from Duke University’s women’s basketball coach Kara Lawson: ‘Handle hard better.’ This mindset propels us forward even during challenging periods. Coach Lawson’s viral pep talk to her team emphasized that circumstances don’t necessarily get ‘easier’ — we simply become better at tackling challenges and securing victories.”
Keeping Mirakl’s Culture Alive
Van Camp once believed that processes and structures were key to shaping culture, but over time, she’s learned that culture lives in how people feel about their ability to contribute and grow.
As Mirakl searches for more individuals to join its teams, she’s dedicated to creating an environment where people feel trusted and supported, one where they have the autonomy to take risks, share ideas openly and learn from missteps, knowing that every experience is an opportunity to grow and improve.
“With remote and hybrid work now the norm across many sectors, maintaining that sense of connection and empowerment requires even more intentionality,” Van Camp noted. “The teams that thrive will be those that not only set clear goals but also foster an environment where everyone feels capable and trusted to drive impact.”
“The teams that thrive will be those that not only set clear goals but also foster an environment where everyone feels capable and trusted to drive impact.”
Those interested in joining Mirakl will be empowered to own their work — and their influence. According to Van Camp, the company is guided by the belief that every employee is capable of achieving far more than they might initially expect, so everyone is encouraged to step up, make decisions and drive results.
“It’s a culture that encourages confidence, initiative and continuous growth, where your contributions truly matter and help shape the company’s future,” she said.
As Mirakl continues to create “marketplace magic,” as Hallock put it, team members have the chance to make an impact on the retail media landscape — all the time.
“This responsibility influences every minute of our workday — whether we’re consulting internally, supporting a colleague’s prospect call or making that extra effort to ensure that a deck is buttoned up before a big meeting,” she said. “Everything we do serves our customers’ success and drives their businesses forward.”
