As Nextiva’s CMO, Yaniv Masjedi has led the marketing and branding efforts for the cloud-based business communications brand since joining its executive team in 2008.

While Masjedi oversees everything from demand generation to advertising and marketing communications, he is currently focused on pulling together NextCon, the brand’s annual conference that will take place this November in Pheonix, Arizona.

“This year we will welcome speakers like Steve Wozniak and Guy Kawasaki, among others,” says Masjedi. According to the CMO, NextCon is designed for business owners and executives with education and networking opportunities spanning a three-day period.

“The entire event will be focused on helping businesses succeed.”

In addition to serving as Nextiva’s CMO, Masjedi is a frequent contributor to Entrepreneur.com, covering everything from corporate culture and social responsibility to work productivity and social marketing.

Yaniv Masjedi

CMO @ Nextiva

• Age: 30
• HQ: Scottsdale, Arizona
• First Job: Hospital volunteer

• Apple or Android? Apple
• Hobbies: Playing tennis, watching basketball, going to spas for facials and massages

What mobile device can you not live without?

My iPhone.

Which apps do you use most often for work?

I love the Nextiva app, and I’m not just saying that because I’m with Nextiva. The app is really effective and allows me to facilitate seamless video and voice calls, do instant messaging and more, all while working from anywhere.

What social media network or website do you frequent most when you’re not working?

I’m not on social media other than Twitter. I used to have a Facebook account, but I got off three years ago, and it has helped increase my productivity tremendously. I wrote about my thoughts on productivity for Entrepreneur last year.

What’s the first thing you check on your phone in the morning?

Email.

Take me through your typical workday.

That is a tough one because I don’t really have a typical work day. I usually start my day around 5:00 a.m.

When I get to the office, I’m in meetings for most of the day, and the day doesn’t end until late into the night.

What does your office look like?

Nextiva just expanded to another floor in our building, so I have a new office. I have yet to decorate it. I don’t have any cabinets, drawers or paper. I do everything digitally. I like the minimalist vibe in my office.

How many miles have you traveled in the last 12 months?

I travel quite a bit. Last year, I traveled more than 100,000 miles for work.

What work challenge keeps you up at night?

Ideas keep me up at night, and the thought that there just isn’t enough time in a day to execute on everything. The tremendous amount of opportunity in the market right now keeps me awake.

What has been your most exciting work development in the past year?

I’d say the two most exciting work developments have been the unveiling of NextOS 3.0, our platform that is allowing businesses to communicate more effectively than ever before; and Nextiva Analytics, our solution for businesses that allows them to clearly visualize their communications data.

Tell me about the people who have been most influential in your career.

Tomas Gorny, Nextiva’s CEO and co-founder, has been the most influential person in my career. He is a brilliant leader and can provide unparalleled insight and guidance in every situation. He has shaped me more than anyone in my life. I feel fortunate to know him.

What traits does a person need to succeed in your position?

In order to be a successful CMO or VP of Marketing, you need passion, creativity, people skills and a desire to always be learning.

Can you tell us something about yourself that your team would be surprised to know?

I like to play Madden, not every day, but quite a bit. I think most of my team knows that about me, though.

Why did you go into marketing?

I got into marketing because I enjoy how it can impact all areas of a business. I like how fast-paced it can be, but most of all, I appreciate how efforts in the realm of marketing can really propel a business forward.

What other career would you like to try, and why?

I’d like to be a professional basketball player.

What’s the last business book you read?

Right now I’m reading “Originals: How Non-Conformists Move the World” by Adam Grant. I really like it. It sheds light on how to tap into new ideas and make them a reality.

Outside of your company’s efforts, what ad campaign or video caught your eye recently?

I like what Audi is doing with their commercials. I especially liked this Super Bowl ad. Each commercial has a human element that really stays with you, which is sign of effective messaging.