On November 20, 2024, a group of Columbia undergraduate students visited Rokt, a dynamic e-commerce company that has redefined the online shopping experience. Rokt has grown exponentially over its 12-year history, optimizing over five billion transactions annually, with projections to surpass six billion in the coming year. The visit, led by Rokt representatives Sydney Stinner (Recruiter), Daniel Wright (Vice President), Jeremy Wenz (Senior Manager, Workplace Experience), Jessica Francis (Software Engineer), and Philip Crandall (CC ’12, Vice President of Product), provided students with an inside look at how Rokt uses machine learning and data analytics to revolutionize online retail.
Read on for an overview of Rokt’s approach, values, and culture, and for student reflections on the site visit experience.
Rokt’s Approach to E-Commerce
Rokt’s platform empowers major brands like Walmart, Hulu, Disney, Audible, and the ASPCA to enhance customer experiences by delivering relevant, personalized offers during the transaction process. At its core, Rokt uses an algorithm that analyzes transaction data and user demographics to provide tailored marketing, transforming the way brands engage with their customers. The company’s unique approach to e-commerce focuses on optimizing the “transaction moment” — the instant when a consumer is most likely to make a purchase. Rokt has found that less is more: when consumers are presented with fewer options, they make more decisive choices. This streamlined approach enhances both customer experience and brand profitability, creating a cyclical process that grows Rokt’s scale and attracts more advertisers to its platform.
Diversity AND VALUES at Rokt
Rokt’s workplace culture is grounded in a set of core values that drive both employee engagement and company success. These values emphasize transparency, autonomy, and responsibility, empowering employees to be proactive and “own” their projects. Students learned that Rokt’s values are not about performance metrics but instead about creating an environment where diverse perspectives can thrive. The company fosters this by maintaining employee resource groups (ERGs) like “Women Who Rokt” and “Rainbow Rokts,” which promote inclusivity and bring employees together to share experiences. Rokt believes that diversity of background, experience, and identity leads to better problem-solving and innovation.
Breakout Sessions: Deep Dive into Software Engineering, Product Management and Recruitment
Students had the opportunity to participate in focused breakout sessions that provided insights into the day-to-day workings at Rokt. The software engineering session detailed how engineers collaborate closely with product managers (PMs) to improve the platform’s features and performance. Rokt’s tech team uses modern tools like Node, Python, and C# to update legacy systems and improve user experience. A key takeaway was Rokt’s emphasis on mentorship and collaboration, with PMs providing clear, structured tasks while giving engineers autonomy to solve complex challenges.
In another breakout session, an employee who had previously worked for Amazon addressed student questions about different experiences at the two companies. This employee felt that Rokt combined the structure and resources of a larger, long-established company like Amazon with the opportunity to take charge of projects (and responsibility of responding to failures) expected when working at a start-up.
During the recruitment session, Rokt’s team walked students through the hiring process. The company’s interview process is rigorous, starting with a 15-minute CCAT (Cognitive Critical Ability Test) that assesses logical thinking, problem-solving, and verbal reasoning. Successful candidates progress through several rounds of interviews, including a case study or technical interview and a “bar raiser” interview — a conversation with an executive (yes, even the CEO!) to evaluate how a candidate would contribute to Rokt’s culture and help elevate the company. The session also highlighted the key skills Rokt looks for: clear communication, critical thinking, and the ability to structure an argument. Students were encouraged to highlight Rokt’s values during interviews and do thorough research on the company before applying for internships, which will be posted by the end of the year.
Rokt’s Office Culture and Work Environment
The visit also provided a glimpse into Rokt’s vibrant office culture. Rokt’s open, collaborative work environment is designed to foster creativity and productivity. The space is filled with comfortable lounges, swings, and live plants, creating a fresh and relaxing atmosphere. Employees enjoy the flexibility of working in small teams while also collaborating across departments to ensure product efficiency. The company’s hybrid work model — with four days in the office and one day remote — encourages work-life balance and personal growth.
Employees at Rokt also enjoy a range of benefits, including comprehensive health insurance, paid vacation days, and even the ability to bring pets to the office. Lunch and snacks are provided daily, and employees are encouraged to take advantage of Rokt’s beautifully furnished rooftop and other creative workspaces.
Student Reflections
Throughout the visit, students had the opportunity to engage with Rokt employees and ask insightful questions. They learned how Rokt uses consumer behavior data, even from users who are not logged in, to optimize its offerings. Students were also curious about Rokt’s approach to failure, with one team member sharing that constant testing and iteration is key to finding success in the fast-moving world of e-commerce. Interns at Rokt are encouraged to specialize in one area while also gaining exposure to various functions, ensuring a well-rounded experience.
As the day concluded, students reflected on what they’d learned about the evolving world of e-commerce, data-driven decision-making, and the importance of building a company culture that values diversity and collaboration. The visit to Rokt offered a deeper understanding of how technology and consumer psychology intersect to shape the future of online shopping.
A Look Ahead
The visit to Rokt underscored the value of combining technical expertise with a strong, values-driven workplace culture. Students left the visit with a greater appreciation for the role of data and machine learning in e-commerce and an understanding of the company’s commitment to fostering a diverse and inclusive work environment as it continues to expand and innovate.