Meet our new Chief Business Officer, Karine Terzibachi

We’re thrilled to announce that Karine Terzibachi will be stepping into the role of Chief Business Officer at Attentive ! Karine’s approaching four years at Attentive , so she brings a deep understanding of our business, our people, and our vision for the future.

We had the chance to catch up with her to talk about this next chapter — including what excites her most about the role, her priorities for the year ahead, and her perspective on how we can continue to innovate in our mission to deliver 1:1 experiences across SMS, RCS, and email for every customer.

What excites you most about stepping into the Chief Business Officer role? What are different things you’ll be tackling in this elevated, leadership role?

Karine: I’m very excited and privileged to be part of the Attentive team and help lead us into our next phase of growth. We’re working on many exciting new products, one I’m particularly excited about leading is the roll-out of RCS. 

RCS is the next generation of business messaging unlocking branded, rich & interactive experiences. The protocol has the potential to drive ubiquity of rich media and conversations in messaging, and truly convert the messaging app into the browser. We’ve seen messaging apps enable personalized shopping experiences in Asia and other parts of the world (e.g., WeChat, WhatsApp) and I’m excited for Attentive to bring that vision on our platform. 

We’re also deepening our partnerships in the messaging ecosystem to accelerate access to new features and highlight Attentive as the leader in mobile messaging. Through our partnership with Google , we drove 70% of RCS agent launches in the US this year and are co-hosting multiple exclusive events, bringing cutting edge developments to our customers. No other competitor has made this type of progress. 

When you’re not deep in business strategy mode, how do you kick back and relax? And what’s something surprising about you that your coworkers might not know?

Karine: I get restless from hours spent behind a screen so I try to stay active outside of work. I love dancing and take ballet classes regularly, and more recently started playing squash. I’ve been running for almost 20 years and love dragging colleagues on runs when time permits (I dragged [our Chief Product Officer] Nakul on a quick one in Austin while at CKO!).

What has been the most rewarding part of your time at Attentive so far?

Karine: I’m most fortunate to be working with amazing teams, some have tolerated me across multiple companies 🤣. I’m in awe of the incredible talent at Attentive and it inspires me to do better every day. 

It’s also been a true privilege to watch our business evolve over the last 2 years: transformations from single to multi-product companies are never easy, and we’ve had incredible successes and are getting better at launching new products every day.

What’s a piece of advice you’d give your younger self starting out in their career?

Karine: To develop a deep understanding of what drives the business, trust my gut, continue working hard and have fun along the way. 

You often use the black-and-white TV analogy to describe the evolution of SMS to RCS – What’s the best TV show you’ve enjoyed lately?

Karine: I really don’t watch TV, but still think it’s a great analogy 😂