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Classic Guide from Mobile Marketer on Women embracing Mobile (November 2009).

Classic Guide from Mobile Marketer on Women embracing Mobile (November 2009).

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Mobile Women to Watch 2010 Mobile Women to Watch 2010 Document Transcript

  • Mobile Marketer A CLASSIC GUIDE TM November 30, 2009 $495 THE NEWS LEADER IN MOBILE MARKETING, MEDIA AND COMMERCE www.MobileMarketer.com Classic Guide Mobile Women to Watch 2010 “Look out, men in mobile – here we come!” Ocean Fine, Syniverse Technologies
  • Contents PAGE PAGE 3 WELCOME 31 Susan Marshall Mickey Alam Khan ChaCha Social Search 4 Kate Berg 32 Erin (Mack) McKelvey Mojiva Millennial Media 5 Kendra Bracken-Ferguson 33 Maya Mikhailov Polo Ralph Lauren GPShopper 6 Jamie G. Buelt 34 Sarah Miller Catchwind Axis Marketing & PR 7 Erica Chriss 35 Allison Mooney Greystripe Omnicom’s MobileBehavior 8 Valerie Christopherson 36 Jennifer Okula Global Results Communications Dynamic Logic 9 Patricia Clark 37 Theresa Page 4Info GMR Marketing 10 Lubna Dajani 38 Tina M. Perry Stratemerge Days Inn/Wyndham Hotels 11 Kim Dushinski 39 Julia Resnick Mobile Marketing Profits Nielsen Mobile 12 Deborah L. Eldred 40 Shira Simmonds R.H. Donnelley’s Dex Ping Mobile 13 Natalie Farsi 41 Diane Strahan Warner Bros. Television Group Neustar 14 Ocean Fine 42 Amy Thomas Syniverse Technologies OpenMarket 15 Anne Frisbie 43 Lynn Tornabene InMobi Quattro Wireless 16 Julie Ginches 44 Marci Troutman Jumptap Siteminis 17 Tamara Gruber 45 Kristine van Dillen Crisp Wireless Mobile Marketing Association 18 Vanessa Horwell 46 Petra Vorsteher ThinkInk PR Smaato 19 Lisa Hsia 47 Alcina Wegrzynowski Bravo Sybase 20 Theresa Huston 48 Jan M. Wika Telescope OpenMarket 21 Jeannette Kocsis 49 Dana Willis Harte-Hanks Verizon Wireless 22 Stephanie C. Kovner-Bryant 50 Erin E. Wilson Unilever Microsoft Mobile Advertising 23 Heidi E. Lehmann 51 Danielle Wolfson MoxieQ Taco Bell 24 Nicole Leverich 52 Lindsay Woodworth AdMob 2ergo Americas 25 Polly Lieberman 53 Kristy Young Buzzd ESPN 26 Joy Cicman Liuzzo InsightExpress 27 Cheryl Lucanegro Also … Pandora 28 Kim Luegers 54 Amielle Lake Draftfcb’s MC Media Tagga 29 Laura Marriott 55 Deborah Hall Mobile marketing consultant Web2Mobile 30 Stephanie Bauer Marshall 56 Despina Tapaki Verizon Wireless WPP’s Joule PAGE 2 Mobile Marketer MOBILE WOMEN TO WATCH 2010
  • Welcome obile Marketer’s inaugural Mobile Women to M Watch 2010 list celebrates smart women who are expected to make a difference in mobile advertising, marketing and media in 2010. While we may have missed some who would rather stay out of the limelight, it is fair to say these women – 49 from the United States, three Canada and one from Britain – are achievers who have already left their stamp on mobile marketing. Their dedication to the craft is nonpareil and their commitment admirable. These marketers have steadfastly withstood several issues bedeviling mobile such as the constant need for client education, inadequate metrics, lack of decent “you need to keep an eye on the future and a foot budgets, carrier-centricity, male domination and hype. grounded in the present.” Indeed, they have overcome skepticism of the first How were these honorees chosen? order to help their male and female colleagues and peers A call was sent out to Mobile Marketer readers in a make mobile marketing an undeniable element of the published article. Combined with reader nominations interactive marketing mix. Soldiered on they have. and recommendations from Mobile Marketer’s Giselle As Heidi Lehmann, CEO of MoxieQ and one of the Tsirulnik, Dan Butcher, Chris Harnick, Jodie Solomon and Women to Watch, points out, “With most anything new, this writer, a list was drawn up. Many thanks to them a common kneejerk reaction of larger companies and and to art director Rob DiGioia for the hard work. even consumers is to look for reasons why something Whittling down the names was hard. But there was won’t work.” no doubt of the final list. The executives who made the cut were evangelists Primus inter pares for the industry, astute observers of evolving consumer Mobile marketing has long been a game of persever- behavior at work and home, and advocates for ethical ance and evangelism. These women are being honored mobile marketing as part of the multichannel media mix. for staying with a medium while it was born and through Above all, they served as admirable role models to its coming-of-age party – which is now. other women – and even men – to consider a career in These women now have the brush, oils and canvas to mobile marketing. paint bold strokes in 2010. These women are poised to make more history in Through all of this excitement over mobile and its 2010. Get to know them through these pages as they possibilities, this crowd remains levelheaded. write yet another chapter in mobile marketing’s book. “In mobile,” said Allison Mooney, vice president of emerging technologies at Omnicom’s MobileBehavior, Mickey Alam Khan 401 Broadway, Suite 1408 Rob DiGioia New York, NY 10013 Mickey Alam Khan Dan Butcher Jordan Crook Director, Editorial Tel: 212-334-6305 Editor in Chief Staff Reporter Editorial Assistant Development Fax: 212-334-6339 mickey@ dan@ jordan@ rob@ Email: news@mobilemarketer.com mobilemarketer.com mobilemarketer.com mobilemarketer.com mobilemarketer.com Web site: www.MobileMarketer.com For newsletter subscriptions: http://www.mobilemarketer.com/ newsletter.php Giselle Tsirulnik Chris Harnick Jodie Solomon Senior Editor Editorial Assistant Director, Ad Sales For advertising: giselle@ chris@ ads@ http://www.mobilemarketer.com/ mobilemarketer.com mobilemarketer.com mobilemarketer.com cms/general/1.html For reprints: reprints@mobilemarketer.com Mobile Marketer covers news and analysis of mobile marketing, media and commerce. The Napean franchise comprises Mobile Marketer, MobileMarketer.com, the Mobile Marketer Daily newsletter, MobileMarketingDaily.com, MobileCommerceDaily.com, MCommerceDaily.com, the Mobile Commerce Daily newsletter, MobileNewsLeader.com, Classic Guides, webinars, events and awards. 2009 Napean LLC. All rights reserved. No part of this publication may be reproduced without permission. November 30, 2009 PAGE 3 Mobile Marketer MOBILE WOMEN TO WATCH 2010
  • KATE BERG Vice president Mojiva “Mobile marketing is merely the extension of your brand into the next medium” What do you most like about bile, a mobile ad network and mobile ad By pursuing a combination of speaking your job? management platform, the challenge is and media opportunities for our CEO keeping up with an industry that is Dave Gwozdz and other key executives – I am passionate about disruptive tech- growing so fast: so many people, associ- and focusing on select social media ini- nologies and their power to change the ations and events coming at you tiatives – I intend to raise awareness business landscape. every day. outside our industry about mobile ad- vertising as an important part of the Looking out ahead and seeing what’s It’s essential to focus on your goals as a marketing mix and to ensure that our coming and shaping a business plan or company and follow through on those, unique di erentiators are made clear in marketing strategy to meet it head on is regardless of the noise level. the market. what I enjoy most about what I do. The other thing I think is actually in my What will it take to attract What is your work priority DNA is the desire to shine a light on more women to mobile marketing? for 2010? new solutions, methods or entities that The easy answer is that the industry has represent a true advantage in the market. With my startup, M3 Mobile Social, it’s to mature beyond the true tech types to build a base of users on the platform who are early to the space, but over in two ways. What’s the biggest challenge in time an important thing will be to your job? promulgate the marketing component – The first is to attract companies and and not focus on mobile. Figuring out what’s coming! communities that need social media ca- pabilities and mobile but don’t want to Mobile marketing is merely the exten- But seriously, the biggest challenge for invest big dollars – this we would call sion of your brand into the next me as a mobile social media entrepre- white label – where the company has medium. You don’t need a deep under- neur is connecting with the right audi- their brand front and center and M3 is standing of technology to be a player in ence to build my user base and brand. providing the technology on the backend. this space – it’s all marketing and it’s The second way we will build our user all digital. This space is nascent – and is also domi- nated at the moment by large social base is to educate the market to have a networks that are sucking all the air out deeper understanding of social media Your proudest achievement of the room. beyond Facebook and Twitter, and rec- in mobile? ognize the capabilities on mobile that Getting recognized by Mobile Marketer So it’s important to keep evangelizing M3 o ers that the others don’t. as a Mobile Woman to Watch 2010! and also to continue to be flexible enough to meet opportunities as they As head of corporate communications arise. This is just the beginning. for Mojiva/mOcean Mobile, the biggest Kate Berg has worked at priority, as always, is to make the com- JupiterResearch, KPMG and Gartner. As head of PR for Mojiva/mOcean Mo- pany names household words. She is based in South Salem, NY. PAGE 4 Mobile Marketer MOBILE WOMEN TO WATCH 2010
  • KENDRA BRACKEN-FERGUSON Director of Digital Media Corporate Communications Polo Ralph Lauren “With so many emerging platforms, it is challenging to not get caught up in the next greatest fad, application or new media channel” What do you most like about What is your work priority Your proudest achievement your job? for 2010? in mobile? The social media and mobile landscape Continuing the innovation that is al- Being part of the team that helped is constantly changing. It is exciting to ready taking place at Polo Ralph Lauren launch the Rugby Ralph Lauren Make be part of the evolution of communica- through our QR codes, mobile applica- Your Own iPhone application. tions and how consumers are engaging tions and interactive store windows and with the new media. expanding this to social media and mo- This is the first of its kind application bile channels globally. that enables customers to customize Every day is an adventure. I am intro- and purchase their own rugby, polo or duced to a new technology and new sweater within an application and share way of leveraging this technology to en- What will it take to attract their creation online through Facebook gage with customers. more women to mobile marketing? Connect and through interactive store windows located at Rugby stores. What’s the biggest challenge in The fields of social media and mobile marketing continue to grow in popular- your job? ity. Women must feel like there is a With so many emerging platforms, it is place for them in this area. challenging to not get caught up in the next greatest fad, application or new Education, awareness and equal Kendra Bracken-Ferguson has worked media channel but to stay grounded in participation within the structure of the at Fleishman-Hillard and Pacers Sports what is the most relevant and best fit organization will lead to an increase in and Entertainment. She is based in for the brand. women in this field. New York. PAGE 5 Mobile Marketer MOBILE WOMEN TO WATCH 2010
  • JAMIE G. BUELT Chief marketing o cer Catchwind “Most women have been texting longer than men because we had to communicate with our children” What do you most like about Breaking SMS out as its own channel Now, most people are familiar with text- your job? with its own metrics, rules and perform- ing regardless of age or gender. My 72- ance guidelines can be one of the year-old father texts from his iPhone The SMS space is eight years-plus since biggest challenges in signing up new because he has 15 grandchildren its debut, but it’s still very much an clients. It’s also the biggest advantage texting him. emerging channel. and selling point we have. Let’s face it – most women have been Every day is di erent, and every day we texting longer than men because we had What is your work priority learn something new about how our to communicate with our children. It’s clients are using the channel or how for 2010? no longer a gadgety pastime, but a le- their customers are responding. It’s fun My priority is more advertising and gitimate way to reach your organiza- to be on that edge. more sales. tion’s customers and members. What’s the biggest challenge in We believe, as other companies probably Your proudest achievement your job? do, that mobile and SMS are hot. The in mobile? time to build and expand is now. Three years ago, the biggest challenge Our company met its target objectives was selling the channel. A lot of people What will it take to attract for expanding into new industries with just didn’t see SMS as a viable alterna- SMS in 2009. more women to mobile marketing? tive to traditional channels of print pages and broadcast air time. Women follow opportunities. My targets from a sales perspective were to land political clients, expand in Today, the biggest challenge is that mar- Mobile, as with other technology-ori- the quick-service restaurant segment keting, advertising and the media, in ented fields, has been dominated in the and launch into the state lottery business. general, have been turned upside down early years by men. As it matures and over the past 18 months. Nothing is as it evolves, women will figure more promi- was or as it seems. nently in the next stage of its growth and creative applications. In many ways, this has been good for Jamie G. Buelt has worked at EnQ, Fed- mobile. But advertisers still want to look Three years ago, when we sat down with eral Home Loan Bank and the Kansas at it and evaluate it as they would email clients, we had to sometimes show them City Business Journal. She is based in marketing or direct mail. how to send a text message. Des Moines, IA. PAGE 6 Mobile Marketer MOBILE WOMEN TO WATCH 2010
  • ERICA CHRISS Vice president of strategy and business development Greystripe “I love helping to build something from scratch and growing an industry” What do you most like about the first time and continuing to innovate. Today, nobody questions the size of the your job? mobile audience – the focus is on how best to reach them. I work with the most amazing team of What will it take to attract people in mobile – sharp, motivated and more women to mobile marketing? did I mention hysterical? We laugh every day. Enduring role models and real opportu- nities for growth. I also love helping to build something from scratch and growing an industry. Your proudest achievement What’s the biggest challenge in in mobile? your job? Sticking it out long enough to see the Managing our rapid growth! industry get here. What is your work priority Ten years ago at my first mobile startup, NextBus, we had a hard time convincing Erica Chriss has worked at LimeLife, for 2010? people that bus riders would have cell Digital Chocolate and Bain & Co. She is Bringing amazing brands into mobile for phones at all. based in Seattle. PAGE 7 Mobile Marketer MOBILE WOMEN TO WATCH 2010
  • VALERIE CHRISTOPHERSON Managing director Global Results Communications “The biggest challenge is monitoring growth and balancing the hype from reality” What do you most like about munications in 2010 is to further expand est moment in mobile, I believe, is its your job? its recently launched digital media serv- ability to attract top-notch clients in- ices division in which we are o ering cluding Quattro Wireless, Mobile Mar- This is a di cult question as there are full-service video, social media and digi- keting Association, Nuance, Telcordia, many aspects of work life that I enjoy tal PR services. go2 Media, Mobiata, Wavemarket, Arden including my clients, colleagues and the Media, CellTrust, MGF, Aircom and media in which I work with daily. many others. In addition, we are looking forward 2010 being a year of ecosystem expansion in I also like the industry, its fast pace, We believe that our niche focus on mo- which Global Results Communications ever-changing demands and bile has led to significant achievements will diversify its market segments broad reach. by way of PR for our clients, and in turn of focus. has had a positive impact on the industry. What’s the biggest challenge in What will it take to attract your job? more women to mobile marketing? Challenges equal rewards. Women need to get involved – there are many opportunities including the Mobile I’d say that the biggest challenge is Marketing Association’s Women in monitoring growth and balancing the Wireless committee which o ers net- hype from reality. working and mentorship. What is your work priority Your proudest achievement Valerie Christopherson has worked at Qualcomm, Porter Novelli and Mesa for 2010? in mobile? Communications. She is based in A key priority for Global Results Com- Global Results Communications’ proud- Irvine, CA. PAGE 8 Mobile Marketer MOBILE WOMEN TO WATCH 2010
  • PATRICIA CLARK Vice president of sales 4Info “Mobile is still an emerging field, so there’s a lot of evangelizing to do” What do you most like about marketers and helping them achieve The innovation and growth in SMS mar- your job? their objectives. keting has been phenomenal, as well as personally rewarding. Helping world-class marketers take ad- vantage of the immediacy, interactivity What will it take to attract and connection of mobile. more women to mobile marketing? They should come to the field now. What’s the biggest challenge in your job? It's a great industry, and while there is Mobile is still an emerging field, so there definitely a learning curve, it's a terrific is a lot of evangelizing to do. field where your technology and market- ing knowledge will be put to good use. What is your work priority Your proudest achievement Patricia Clark has worked at World for 2010? Wrestling Entertainment and Fox in mobile? I’m looking forward to building on Interactive Media. She is based in 4Info's base of hundreds of top-level Everything we have done at 4Info. New York. PAGE 9 Mobile Marketer MOBILE WOMEN TO WATCH 2010
  • LUBNA DAJANI Founder Stratemerge “It’s not really about being mobile or not, it’s about being connected” What do you most like about Web to mobile Web to an overall con- women in the industry, as Mobile Mar- your job? nectedness model. It’s not really about keter is doing with this Mobile Women being mobile or not, it’s about to Watch list. The fact that I can be creative in the ap- being connected. plication of technology with impactful results. Your proudest achievement What is your work priority in mobile? The fact that I’m able to influence and for 2010? I have a few proud moments that were drive industry initiatives as we create client successes. It’s being recognized by My work priority for 2010, other than services that enable people to better the industry as a thought leader. the financial aspect of it, is to drive balance their physical and digital beings. more successful collaboration now that we have a critical mass of successful use Seeing the successes of mobile market- What I find really cool is the opportunity ing which I’ve evangelized for the last cases to take us beyond the question of to follow and drive industry initiatives five years makes me very proud. I’m “Is there ROI in mobile?” that materialize my vision humbled by Mobile Marketer’s acknowl- for connectedness. edgement of me. For 2010, I want to see the industry shift in its thinking so that the customer is at What’s the biggest challenge in the center of the business model. It’s not When I hear a brand echoing my words your job? about how much I’m charging the cus- in their presentation, that’s a proud mo- tomer, it’s about engaging the customer. ment for me. The biggest challenge in my job is what I enjoy the most about my job, which is to drive change and influence people as I What will it take to attract evangelize my vision. more women to mobile marketing? Key for 2010 is to put the customer at It’s our responsibility to demonstrate the the center of the business model. opportunities by creating more mentor- Lubna Dajani has worked at Viacom ing programs and more women-focused and GE. She is based in Saddle Another one is to shift our thinking from events and highlighting the impact of River, NJ. PAGE 10 Mobile Marketer MOBILE WOMEN TO WATCH 2010
  • KIM DUSHINSKI President Mobile Marketing Profits “Educating consumers and businesses on how to engage with each other via mobile marketing is a huge opportunity” What do you most like about for 2010? It is such an exciting and fun position to your job? be in right now that I’m not sure why I’m very excited for 2010 as I have some more women aren’t diving in already. Being in a cutting-edge industry and big things on the horizon. being one of the pioneers in it. I’m creating a certification program for Your proudest achievement I love doing things that are new and ex- people studying mobile marketing in mobile? citing and mobile is certainly that. through my courses. Writing “The Mobile Marketing Hand- book,” getting it published and seeing it I really enjoy meeting wonderful people Additionally, I will be introducing the In- get the positive response that it has. in the mobile industry and the feeling ternational Association for Mobile Mar- that we are all on the same adventure. keting Entrepreneurs, which is a I’ve gotten hundreds of emails, tweets resource for people just starting in mo- and Facebook messages from readers What’s the biggest challenge in bile as well as a gathering place for around the world thanking me for help- your job? everyone who is doing mobile marketing ing them to get into mobile. professionally. When consumers think that mobile mar- I got a big kick out of knowing it went keting is synonymous with mobile spam. The purpose of the association is to pro- into a second printing within a few It really bothers me because I know that vide a road map for those interested in months of being published. when mobile marketing is done right it taking advantage of the wide variety of is actually valuable and something to be opportunities in mobile and connecting embraced. them to the tools they need to do so. Educating consumers and businesses how to engage with each other via mo- Kim Dushinski has worked at What will it take to attract bile marketing is a huge opportunity. ScrappinCabinet.com and more women to mobile marketing? MarketAbility/HowToMarketMyBook.com. What is your work priority Honestly, I don’t know. She is based in Lakewood, CO. PAGE 11 Mobile Marketer MOBILE WOMEN TO WATCH 2010
  • DEBORAH L. ELDRED Director of mobile and personalization R.H. Donnelley/Dex “Many women see mobile as a developer’s world which is typically dominated by men” What do you most like about What is your work priority created around the technology, we will your job? for 2010? begin to attract a broader base of talent to the industry. My job is full of exciting challenges Continuing to increase the visibility and every day, which makes it very rewarding. usage of mobile needs to be the priority Your proudest achievement I love the mobile space and how fast it for our success. in mobile? is evolving. The pride associated with launching our For me specifically, 2010 will be focused Internet local search site, DexKnows.com Being in mobile allows me to channel on expanding the DexKnows.com for mobile, across multiple platforms – my creativity by exploring new market- mobile experience. iPhone, iPod touch, WAP, Java, Black- ing strategies that haven’t been tried Berry and SMS – was a tremendously before because the technology to exe- We’re looking forward to expanding the fulfilling moment in my mobile career. cute them didn’t exist. types and number of platforms our mo- bile product is available on, and we Achieving the launch day involved writ- It’s thrilling to know I’m developing want to increase the features we offer ing the business plan, selling leadership partnerships with a new category of for all platforms. on accepting the concept of mobile, de- clients, like national sports teams and termining the mobile strategy, selecting event planners, to reach consumers in We’ll also be very focused on a mobile vendor, developing and execut- really fun ways. monetization efforts. ing on the best mobile platforms, and What’s the biggest challenge in then positioning it to the public. your job? What will it take to attract more women to mobile marketing? It was the culmination of a lot of blood, The biggest challenge is staying focused sweat and tears and I’m very proud of on the strategies I know are the right I believe the way to attract more women what we achieved. ones for long-term success and not fol- to mobile marketing is to highlight all lowing every shiny object that seems the different facets there are in mobile. like a more immediate and easy thing to do, and with mobile there are a lot of In my opinion, many women see mobile shiny objects. as a developer’s world which is typically dominated by men. It can also be challenging to keep every- one else focused when deviating from If we recognize development is only a Deborah L. Eldred has worked at the plan can seem so attractive in small piece of mobile, and there is an McLeodUSA and APAC Teleservices. She the moment. entire infrastructure that needs to be is based in Lone Tree, CO. PAGE 12 Mobile Marketer MOBILE WOMEN TO WATCH 2010
  • NATALIE FARSI Head of mobile Warner Bros. Digital Distribution Warner Bros. Television Group “The mobile industry was overly carrier- centric and focused on antiquated technologies until game-changing devices like the iPhone came along” What do you most like about What is your work priority New and smarter devices have not only your job? for 2010? reinvigorated the mobile industry but they have also created a fundamental I’m working on expanding the develop- shift in the way we think about mobile Helping to drive mobile entertainment ment, distribution and marketing of a products. They have also helped to re- innovation and inventing the future diverse suite of high-quality mobile prioritize the consumer experience. along the way. products in new ways across all distribu- tion channels, leveraging and monetiz- Mobile entertainment is rapidly evolving What’s the biggest challenge in ing mobile’s unique and evolving in innovative ways and this will con- your job? capabilities to enhance the branded tinue to attract more women to media experience. mobile marketing. It’s challenging to navigate today’s frag- mented landscape of often-incompatible This includes ad-supported mobile Web new and emerging mobile platforms, sites, applications, mobile games, video Your proudest achievement technologies and devices. services and messaging products. in mobile? Creating compelling mobile products There are not enough turnkey multiplat- We aim to be innovative, industry-lead- that consumers want to purchase, and form product solutions, so it’s tough to ing and, of course, profitable in demonstrating that meaningful revenue optimize mobile content quickly and our e orts. can be generated from the cost-e ectively across all mobile marketplace. mobile platforms. What will it take to attract more women to mobile marketing? I look forward to the day when devices can talk to one another and when con- The mobile industry was overly carrier- Natalie Farsi has worked at Fox Mobile nection speeds are so fast that distinc- centric and focused on antiquated tech- Entertainment, m-Qube, America On- tions between audio, video and text nologies until game-changing devices line and Prodigy. She is based in are blurred. like the iPhone came along. Burbank, CA. PAGE 13 Mobile Marketer MOBILE WOMEN TO WATCH 2010
  • OCEAN FINE Senior manager for client management Syniverse Technologies “Look out, men in mobile – here we come!” What do you most like about Wireless operators that own the net- My first job in the mobile industry was your job? works that our clients want to run their through a referral from a female col- programs on sometimes view the mobile league and friend – we had met each I love helping our clients learn the ins channel in a di erent way than other other when working at an interactive and outs of the mobile space, and guid- marketing channels do, i.e. traditional marketing agency. ing them through best practices in media and Internet. leveraging the mobile channel to reach In turn, I have referred several female their customers. This can be challenging, but at the same friends and colleagues into this space. time it presents my team with a great I have always worked in interactive mar- opportunity to guide clients through the Look out, men in mobile – here we come! keting and advertising in one way or an- mobile landscape and help them realize other, and this blend of creativity and their goals and objectives. technology is something that I bring to Your proudest achievement my job. in mobile? What is your work priority It’s a tie, and don’t make me pick be- Heading up client management for Syni- for 2010? tween the two, because I am extremely verse’s mobile enterprise messaging 2009 was a year of foundation-building happy with the results of both. clients allows me to help clients cre- for many of our major enterprise clients, atively bring their marketing e orts to whether through launching ongoing First, leading the team which launched the mobile channel, and integrate mo- customer service programs such as mo- the global mobile marketing programs bile into their overall strategy. bile banking or dipping their feet in mo- for the Live Earth concerts, a historic bile marketing campaigns. 24-hour music event that brought to- It’s a new channel and technology for gether an estimated 2 billion people most customers and it’s such a good In 2010, I am looking forward to part- across the world’s seven continents to feeling to be able to be a trusted advisor nering with our clients to evolve their raise awareness for global warming. for clients in this space in helping them mobile programs, increase customer par- reach their goals. ticipation and launch more complex mo- It was a great cause, and a first-of-its- bile use cases and applications such as kind mobile program that ran flawlessly What’s the biggest challenge in mobile payments and location- on a global scale. your job? based messaging. Next, leading the team which launched Right now, the biggest challenge in What will it take to attract the Boston Police Text-A-Tip program, managing clients in the mobile channel another first-of-its-kind mobile program more women to mobile marketing? appropriately is that it’s a nascent tech- that utilizes text messaging to allow nology and channel. There are many un- Just a referral from a friend! There are community members to send informa- knowns, and sometimes you have take some very strong women working in tion anonymously to the Boston risks to see results. mobile right now. CrimeStoppers Unit. It’s all about getting traditional market- As the mobile channel becomes a must- ing departments to understand the value have for brands and marketers, I hope it of a new channel and take the risks with will naturally evolve to recruit some of experimental budgets, and then to grow the strong female talent who are the Ocean Fine has worked at m-Qube and and invest in the channel to see its fiber of other interactive and traditional Euro RSCG 4D. She is based in full potential. marketing channels. Watertown, MA. PAGE 14 Mobile Marketer MOBILE WOMEN TO WATCH 2010
  • ANNE FRISBIE Head of North America InMobi “I have become quite proficient with the use of time-zone calculators” What do you most like about 24 countries, headquartered in India, What will it take to attract your job? with o ces in Singapore, London, South more women to mobile marketing? Africa and Palo Alto, CA, and even more The mobile industry could not be more importantly, have thousands of clients Mobile Marketer’s Mobile Women to exciting right now. who are located all around Watch is a great first step. I think it will the world. help to get the word out. The pace of innovation is simply as- tounding. The excitement that I see from While this global footprint allows In- In 2008, I almost decided to stay in the consumers about the mobile Web re- Mobi to service its clients around the PC Web business. I could not be happier minds me of the early PC Web and clock, it presents work challenges with about my decision to go into mobile, search days circa 1997. late night and early morning calls. and I certainly would love more women to enter the field. With that said, advertisers and publish- Let’s just say that I have become quite ers are smarter today than they were proficient with the use of time- Your proudest achievement then about digital advertising, so adop- zone calculators. in mobile? tion of mobile advertising is happening at an even faster pace and with a I am very proud of the strong, exclusive greater intelligence of being able to What is your work priority international partnerships that I have measure its e ectiveness. helped put into place with leading North for 2010? American publishers who have built up InMobi’s revenue has increased by more InMobi is just beginning to hire more large mobile audiences including Moco- than 20 times since I began, and that is people in the U.S., so hiring and building Space, Vuclip and Jumbuck. happening in a weak media year. a team here is my top priority now and in 2010. What’s the biggest challenge in InMobi has become the clear mobile ad- your job? vertising network leader in Asia and Anne Frisbie has worked at Yahoo, Al- One of the best things about InMobi is Africa, and we are looking to replicate taVista, Zip2 and Goldman Sachs. She its global footprint. We are available in this level of success around the globe. is based in Palo Alto, CA. PAGE 15 Mobile Marketer MOBILE WOMEN TO WATCH 2010
  • JULIE GINCHES Senior director of marketing Jumptap “Women trying to launch or further careers in mobile should focus on building their networks” What do you most like about tize and ensure all internal and external stepped out of the box with such a your job? needs are met. great initiative. I love every facet of my job, but if I have Another issue that can hold women back to select what I like most, it would defi- What is your work priority for 2010? in certain industries is their lack of de- nitely be the amazing people who work grees in certain areas, such as computer in this industry. 2009 was all about education. 2010 my science or engineering. priority will be on clearly di erentiating I have focused on emerging markets Jumptap, the value of targeting and car- Since mobile attracts diverse back- most of my career but none have been rier relationships and showcasing suc- grounds including sales, marketing and as challenging and exhilarating as mo- cesses to help advertisers understand communications – all well populated bile. It’s the convergence of three hyper how we deliver higher ROIs and publish- with females – I encourage women to growth industries – mobile, search ers how to generate more revenue try to transition into the space. and advertising. through higher CPMs. Cell phones have changed the way a Your proudest achievement We need to continue to form partner- whole world – consumers of all ages – in mobile? ships with additional carriers who un- communicates, engages, consumes derstand the value of their data and the There have been many proud achieve- media and makes purchases. role they can play in the mobile ments but the one that stands outs as a advertising ecosystem. crowning moment for the entire industry We’re helping to build a new market and was the recent Mobile Ad Summit that it takes a unique individual to operate in was held in conjunction with this type of faced-paced environment. What will it take to attract Advertising Week. more women to mobile marketing? On a daily basis I engage with so many Most events attract a lot of ecosystem di erent talented, passionate and com- Unfortunately, I do not think the prob- people. This event drew a standing- mitted individuals from all di erent lem is specific to mobile. room-only crowd of almost 500 agen- parts of the mobile ecosystem – journal- cies, brands and publishers, with a roster ists, analysts, vendors, industry associa- Many industries remain clubby for many of CEO presenters from mobile advertis- tion leaders and influencers – all united di erent reasons. Many male-dominated ing, content and technology. by a common mission, and my interac- industries reveal that women have fewer tions with them are definitely the best first-degree connections with those in Jumptap plays a leading role in dozens part of my job. positions to hire or promote them. of events globally, but it was especially Women trying to launch or further ca- rewarding helping to build the industry What’s the biggest challenge in reers in mobile should focus on building event of the year. their networks. your job? Julie Ginches has worked at Autonomy, Having enough hours in the day! The The lack of female role models also cre- Fast Search Transfer and BluePRint mobile space is so active and as a leader ates a self-perpetuating cycle, so it’s and Partners and KHJ Public Relations. in the space it is challenging to priori- fantastic that Mobile Marketer has She is based in Cambridge, MA. PAGE 16 Mobile Marketer MOBILE WOMEN TO WATCH 2010
  • TAMARA GRUBER Vice president of marketing Crisp Wireless “My priority in 2010 is to tear down the remaining barriers causing hesitation over mobile advertising” What do you most like about what we have to o er in respect advance their career by becoming the your job? to others. mobile expert or evangelist within their organization. I have been in the mobile industry for over 12 years and it absolutely never What is your work priority for 2010? I commend Mobile Marketer for calling gets dull. attention to the opportunity and provid- My priority in 2010 is to tear down the ing role models through lists such as There is always something new around remaining barriers causing hesitation these. I encourage women to reach out the corner and I am finally seeing mobile over mobile advertising. and I, for one, am happy to serve as deliver on its promise of many years ago. a mentor. This involves helping creative agencies Being a part of this revolution and help- understand how to fully incorporate mo- ing brands figure out new and exciting Your proudest achievement bile into their campaigns, guiding media ways to interact with their audience is a in mobile? buyers through the mobile ad buying major thrill. process and demonstrating the success- In 2000 I envisioned writing a book to ful engagement metrics of rich media help large enterprises better understand What’s the biggest challenge in mobile advertising. the opportunities, ecosystem and imple- your job? mentation of wireless data applications. Working in an industry that moves What will it take to attract more women to mobile marketing? Over the next year, I helped write, edit, faster than Moore’s Law would predict design and promote “Wireless Data for in some respects, and slower in others, Every time I attend a MobileMondays or the Enterprise: Making Sense of Wireless requires you to walk a very careful line industry event, I am disappointed that Business,” published in October 2001 by of delivering today, developing for to- the ratio of women to men has not McGraw-Hill. morrow and keeping your ears to changed significantly in the past the ground. 10 years. Completing that book on top of every- thing else on my plate took a tremen- As an industry, we see overlapping tech- Yet I know that many young women dous e ort and seeing it in hardcover nologies and business models that can think very strategically about their was a bit like giving birth. confuse the customer who doesn’t know career path. the inside-baseball lingo. I believe that as mobile marketing con- My biggest challenge is crafting a clear tinues to mature, these young women Tamara Gruber has worked at Scan message that resonates with the will realize that they have a unique op- Mobile and Broadbeam. She is based in audience and helps them understand portunity to set themselves apart and New York. PAGE 17 Mobile Marketer MOBILE WOMEN TO WATCH 2010
  • VANESSA HORWELL Chief visibility o cer and founder ThinkInk “I am having to re-educate companies that ‘PR’ does not stand for ‘press releases’” What do you most like about yes, ROI. Firstly, the pervasiveness of male leader- your job? ship in marketing and advertising It’s about having a vision and developing overall – that needs to change in order Clients, sta , media contacts, the rela- a robust strategy, and being able to exe- for women to flourish in this industry. tionships I have developed through my cute those to deliver something very columns and writing – I am surrounded meaningful. Mobile is exactly the same. There is still very much of a male-domi- by people who share my passion for nated seniority at bigger agencies learning and the unconventional, push- and firms. ing boundaries and exploring new fron- What is your work priority tiers in marketing, be it mobile, digital for 2010? For mobile, specifically, I think that more or PR. The first order of business is ridding female-led and focused forums – like companies of that nasty cloud of nega- this recognition, for instance – will I am very lucky to have a loyal and hard- tivity and reactive thinking that’s been make the industry more attractive, and working team that supports my role as hovering over them for the past certainly more accessible to women. chief visibility o cer, as well as clients 18 months. that put their absolute trust in my abili- ties to help advance and promote their Your proudest achievement I am a firm believer in the power of pos- businesses and brands. That is the in mobile? itive thinking – that can make or break a biggest reward. company’s culture. To date, this has been to communicate the immense value and power of mobile What’s the biggest challenge in First-quarter 2010 will also see us marketing to a much wider audience. launching a new mobile services divi- your job? sion. It will provide smaller companies Being on the outside can deliver an hon- The biggest, and certainly the hardest an easier entry point into the est and unbiased perspective – as in my challenge to overcome, is changing the mobile space. case – and this seems to have resonated perception of what a PR company – my with a diverse audience. PR company – does. Overall, my priority for 2010 will be to expand our capacity in existing As with anything new – and mobile I am having to re-educate companies locations – U.S., Canada, London, marketing is to a great many companies that PR does not stand for press re- Bahamas and Australia – and continue and consumers still considered new – leases, and it’s not just a simple craft or practicing what we preach, which is to education is absolutely vital in helping marketing afterthought. make the ThinkInk brands visible where them understand why mobile is a serious it counts most. marketing medium and why they should We’ve transcended that concept of get involved. pushing press releases as a sole commu- What will it take to attract nications tool: it’s time for companies to Vanessa Horwell has worked at Vin more women to mobile marketing? know that PR is a profession, one that Chilla, Wine Accessories and Taboo can deliver phenomenal results and There are two answers to this question. Group. She is based in Miami, FL. PAGE 18 Mobile Marketer MOBILE WOMEN TO WATCH 2010
  • LISA HSIA Senior vice president Bravo Digital Media NBC Universal “At Bravo, the entire mobile team, including the vice president and managers, are female – and we’re proud of it” What do you most like about What is your work priority agers, are female – and we’re proud your job? for 2010? of it. I love working in a field where innova- I want to leverage new technology and Your proudest achievement tion is a driver of change and where social media to give our audience tools there is an appetite for experimentation. to expand their relationship with mobile in mobile? and make interacting with their phones I’m thrilled that everything we do at Just look what's happened with smart- an everyday, must-have Bravo Media, from programming to digi- phones in the last year. It is an exciting media experience. tal extensions to marketing to com- field to be in today. The growth potential merce, mobile is viewed as a key part of of mobile is tremendous. What will it take to attract the strategy. more women to mobile marketing? What’s the biggest challenge in your job? I think this is already in the works. One always hears about the potential of Many years ago, someone invited me to mobile – I just said it! – and how adop- a dinner “for the women in mobile.” And tion is skyrocketing. literally, you could fit all of us at one table. Of course, I would like to see that trans- lated into revenue as quickly as possible – Today, this is no longer true. Now you’d in everything from carriers to advertising, have to rent out a stadium! from commerce to gaming and virtual goods – so we can expand the realm of At Bravo, the entire mobile team, in- Lisa Hsia has worked at NBC News. She possibilities even further. cluding the vice president and man- is based in New York. PAGE 19 Mobile Marketer MOBILE WOMEN TO WATCH 2010
  • THERESA HUSTON Senior vice president of client services and operations Telescope “My strong belief is that mobile media will follow the evolution of Internet marketing” What do you most like about tions in terms of how mobile should be managing a cross-carrier application your job? used, and, in turn, to work with them to was a major accomplishment. build sustainable ROI models for them. My team and I work on developing and Today, my team at Telescope has man- delivering products and services that What is your work priority aged over 60 projects in 2009 and over have never been seen before – which 225 projects over the past four years. It for 2010? continue to drive the growth of the mo- is amazing to see how far the industry bile industry – and that is both exciting In 2010 our priority is to further develop has come over recent years, and reward- and challenging! our technology to meet the market ing to see how the Telescope team, and needs we foresee. These include launch- company as a whole, has already grown What I, personally, find the most re- ing our Target In Call Ad Serving plat- and will continue to grow in future warding about my job here at Telescope form on SMS, further integrating our years. I have a great deal of pride in is working with our client services, oper- Insight CRM platform into client cam- knowing how Telescope has been instru- ations and tech teams. I believe we have paigns, and moving our transactional mental in spearheading industry growth an incredible, dynamic group of individ- model for mobile interactivity towards through developing new products and uals who are driven to learn, push the IP-based applications such as Twitter. technologies. boundaries and deliver for our clients. We are all about ROI for our clients and I am also especially proud of the work Helping individuals within the Telescope we know that enhancing our technology we did integrating mobile with our teams to grow, both creatively and pro- tools will further help them deliver value agency partner, The Marketing Store, on fessionally, is truly fulfilling. I believe the from the mobile platform and, of course, the McDonald’s Monopoly program. dedication that we all feel for our work hopefully increase their spend in This campaign was the first in which a and the company, as a whole, is re- future years. collect-and-win game was played across flected in the success of our campaigns, online and mobile simultaneously. and is part of the reason our clients What will it take to attract keep coming back to us. more women to mobile marketing? To take a project from an idea that had As mobile moves out of being a purely never been done before and watch it What’s the biggest challenge in grow into a hugely successful campaign technology-driven medium and increas- your job? that drove real value for McDonald’s and ingly into mainstream marketing, I’m Currently the biggest challenge within sure the industry will naturally attract pushed the limits of our industry was an my job is introducing new mobile tech- more women. We’re doing our part to exhilarating moment in my career. nologies to clients that are not familiar even-up the numbers: my team is 90 with the mobile space. My strong belief percent female. And it won a couple of awards too, is that mobile media will follow the evo- which is always nice! lution of Internet marketing. Your proudest achievement in mobile? In time, short codes, mobile URLs and QR codes will be viewed as essential My greatest achievement in mobile has components to clients’ campaigns in been building and leading a strong team display media, just as Web site addresses of creative, ambitious and technically are today. But at the moment it’s still savvy women and men over the past very much a step-by-step process to four years at Telescope. When I started Theresa Huston has worked at AT&T build knowledge within client organiza- my career in mobile, developing and Wireless. She is based in Los Angeles. PAGE 20 Mobile Marketer MOBILE WOMEN TO WATCH 2010
  • JEANETTE KOCSIS Senior vice president of digital marketing Harte-Hanks “Traditional methods of database mining may not be as e ective for mobile” What do you most like about Mobile has a di erent premise though, Technology is not the focus of mobile your job? in that it’s only as e ective as it is rele- marketing. It’s the relevancy of the vant at an individual level. channel and the need for strategic mar- Throughout my 10 years at Harte-Hanks, keting-focused thinking that goes far one thing has remained the same – I love Traditional methods of database mining beyond cellular technology requirements the challenges that the market brings. may not be as e ective for mobile as and advanced application skills. they are for email or direct mail. With the advent of social media, we all I think once that is clear, we’ll see more need to change the way we think about Once companies realize this and get people in general, both men and women, marketing and interacting with our cus- started, they will wonder what took participating in the medium. tomers. On top of that, new technolo- them so long and wish they jumped gies are continually entering in sooner. the landscape. Your proudest achievement in mobile? Since my job focus is to bring new Besides this honor from Mobile Marketer? What is your work priority media into our clients’ programs, I need to stay on top of the emerging trends, for 2010? Educating marketers on mobile market- which I enjoy doing. My priority for the upcoming year is to ing is something that I truly enjoy, and I integrate social and mobile marketing love it when I see people thinking about This requires me to dig into new tech- strategies into new o erings for the how they can apply it and getting ex- nologies to guide the digital strategies agency at Harte-Hanks. cited about it. our clients should incorporate into their marketing mix. The strategies take the best advantage Creating strategies for two clients, in of both mediums while providing posi- particular: the Internal Revenue Service Mobile and social marketing have great tive user engagement and relevant mar- and a spec idea for a mobile baby intersection. I find both areas to be fas- keting to the agency’s clients. shower application were two things that cinating and full of possibilities. I am most proud of. I really want to push the envelope when it comes to creative and innovative uses The IRS campaign proved out the con- What’s the biggest challenge in of mobile marketing for our client-base. cept of unbranded mediums in govern- your job? ment and that engagement is possible To some extent, consumer adoption of even for a governmental agency. What will it take to attract mobile in particular is harder to prove to more women to mobile marketing? The mobile baby shower didn’t go live, clients, and getting some to take the first step is a challenge. Mobile reminds me of being in the IT in- but it stretched my imagination and its dustry years ago – it is most definitely a concept is something that we will con- Most companies I speak with are think- male-dominated industry. tinue to develop as an o ering. ing of mobile holistically, which means understanding the database require- Perhaps it is a technology barrier, but Jeannette Kocsis has worked at Jean- ments and data collection and analytics, this is just marketing through another nette Kocsis Consulting, UlsterNet and which may be holding them back from channel that integrates with the entire Thomas J. Doerr. She is based in taking that first step. marketing mix. Yardley, PA. PAGE 21 Mobile Marketer MOBILE WOMEN TO WATCH 2010
  • STEPHANIE C. KOVNER-BRYANT Senior integrated marketing manager scale Unilever “Every day there is something new that needs to be evaluated and we don’t want to miss the next big thing” What do you most like about for 2010? of exciting technology that will make your job? consumers’ lives easier. To make sure that Unilever is delivering My job is constantly changing and value to our consumers where they want evolving with new it in the easiest and most technological innovations. e cient manner. I am constantly surprised with the new What will it take to attract uses for this technology. more women to mobile marketing? I think there are a lot of women already What’s the biggest challenge in involved in this space and not getting your job? the credit for it. Making sure that we’re testing and pri- As the industry continues to grow, more oritizing technology that has the best women will come into the space and get chance for adoption by consumers and retail. their deserved recognition. Every day there is something new that Your proudest achievement needs to be evaluated and we don’t in mobile? Stephanie C. Kovner-Bryant has want to miss the next big thing. Delivering grocery coupons directly to worked at Kraft, Procter & Gamble and consumers on their mobile phone via BMG. She is based in Englewood What is your work priority Samplesaint technology. This is the kind Cli s, NJ. PAGE 22 Mobile Marketer MOBILE WOMEN TO WATCH 2010
  • HEIDI E. LEHMANN CEO MoxieQ “With most anything new, a common kneejerk reaction of larger companies and even consumers is to look for reasons why something won’t work” What do you most like about bring a concept successfully to the mar- It’s likely that today some aspects of your job? ket in spite of this. mobile and mobile marketing are caught in the throes of appearing overly techni- Generally, I really enjoy challenges that With most anything new, a common cal and undefined, which means some are within uncharted territory and kneejerk reaction of larger companies folks, both men and women, might shy where there is no guaranteed template and even consumers is to look for rea- away as the industry seems both over- in place for success. Mobile in any form sons why something won’t work, which whelming and risky. or fashion provides this to some degree is often simply because it has not been right now. done previously, so a current example of success does not exist. Your proudest achievement When we founded Third Screen – my in mobile? former company – in 2004, mobile ad- This translates to a risk bigger compa- vertising was at a very nascent stage Of course, Third Screen selling to Adver- nies typically don’t like to take. and virtually untested within the critical tising.com/AOL in 2007 was a carrier ecosystem, so moving the needle great moment. forward in mobile advertising through What is your work priority our work with Fortune 500 publishers, for 2010? But I’d say on a more personal level I got advertisers and carriers was a great deal of satisfaction from running extremely rewarding. MoxieQ is a consumer brand, so one of point on the first carrier advertising tri- our biggest priorities is user acquisition als – both Sprint and Verizon while at With my current project, MoxieQ, which is and making sure our content formula is Third Screen – and receiving approval a mobile-centric entertainment destina- on track so once we attract users to the for the first set of industry-wide ad tion with a gay sensibility, we are at- site they will not only return but with a standards while co-chairing with Kim tempting to define how a mobile-centric high level of engagement. This is the ab- Olson, then of Sprint Mobile Media Net- publisher should be built and optimized to solute key to our success. work, the mobile advertising committee take advantage of the mobile medium – for the Mobile Marketing Association. connecting, short-form content, utility, We are a cross-platform publisher but interactivity – as well as to bring gay- currently we have a mobile-centric ap- At the time both of these accomplish- themed content to the mainstream. proach to jump start our ments contributed in a small way to the user acquisition. definition of the mobile marketing As both of these can definitely be classi- ecosystem and that was incredibly ex- fied as uncharted, I enjoy almost all as- What will it take to attract citing and rewarding. pects of my job every day. more women to mobile marketing? Mobile is perhaps the most communica- What’s the biggest challenge in tion-centric medium to date and women your job? are typically natural communicators, so I I’d say with any early-stage startup such think it’s inevitable that more and more Heidi Lehmann has worked at Third as MoxieQ, it’s overcoming hurdles of women will gravitate to mobile market- Screen Media, Emerging Interest, Artifi- perception based on what hasn’t been ing and be a key force in pushing the cial Life, Kaon Interactive and done before and figuring out ways to envelope in its success and development. Autosite.com. She is based in New York. PAGE 23 Mobile Marketer MOBILE WOMEN TO WATCH 2010
  • NICOLE LEVERICH Director of corporate communications AdMob “My proudest achievement is helping AdMob become one of the most talked- about leaders in mobile advertising” What do you most like about people who are experts in related fields. Your proudest achievement your job? in mobile? I’m a lucky person – I love my job. What is your work priority My proudest achievement is helping for 2010? AdMob become one of the most talked- I have the opportunity to define the new More, bigger and better. about leaders in mobile advertising. terminology, standards and relationships in a field that, I believe, is going to be My goal for 2010 is to make sure every- I feel like I’ve played a role in helping to much bigger than the traditional PC- one knows how AdMob’s mobile adver- move the mobile marketing industry based Internet in the coming years. tising platform helps advertisers connect from being viewed as a minor niche, to with a quality audience of consumers on today as starting to take the center If I had to choose one part of my job in mobile devices and publishers to e ec- stage of the media conversation. particular, I would say my favorite is tively monetize their mobile tra c. working with our internal team to put out AdMob’s monthly metrics report, be- What will it take to attract cause it has increased the credibility of more women to mobile marketing? the mobile industry while driving posi- tive results for AdMob. I’ve already seen the number of women in mobile marketing grow significantly over the past several years. What’s the biggest challenge in your job? I don’t think anything needs to change The biggest challenge I face is raising drastically. Women are seeing the op- Nicole Leverich has worked at Yahoo awareness of both the mobile industry, portunity in mobile and already making and Fleishman-Hillard. She is based in as a whole, and my company, AdMob, to their presence felt in mobile marketing. San Mateo, CA. PAGE 24 Mobile Marketer MOBILE WOMEN TO WATCH 2010
  • POLLY LIEBERMAN Vice president of business development and advertising sales Buzzd “Ensuring that mobile gets the proper attention and budget attribution is always a challenge” What do you most like about is always a challenge. Especially in the typically gravitate towards more your job? current market, where budgets are technical fields. being cut. I love working in an emerging sector and But many of the key opportunities in being able to educate and evangelize my As they say, no one ever gets fired for mobile are on the business side – mar- industry, both in and out of work. choosing IBM and no one ever gets fired keting, sales, product – and educating for putting their spend towards TV. women about the business-focused jobs People love their mobile phones and I and the vital role those jobs have in an love to learn about how people are using But as media fragmentation increases, organization will play a key role in at- their phones. it’s becoming harder and harder to reach tracting women to our industry. consumers through the traditional chan- I am fortunate to have the opportunity nels and mobile is stepping up as an to work with some great advertisers who Your proudest achievement amazing and personal way to reach in mobile? are dedicated to innovation, which al- today’s consumer. This obviously makes lows me to be very creative. me and everyone in my industry I guess I have a few. very happy. Oh, and I really love having access to the I have launched some very innovative latest handsets before they hit programs with advertisers. I have been the stores. What is your work priority an active member on the Mobile Mar- for 2010? keting Association mobile advertising This is really an ongoing priority, but en- guidelines committee and collaborated What’s the biggest challenge in suring that all brands are aware of the on the development of market standards your job? amazing opportunities that are available that impact all mobile advertising today. I’ve spent my entire career in digital, so through mobile marketing and advertis- ing, securing mobile as a line-item on all And, I have actively recruited some it’s hard to believe that today digital ac- plans, and, of course, capturing some of amazing talent into mobile and gotten counts for less than 20 percent of total the dollars being spent. them very excited about their role in an ad spend. emerging industry. Mobile typically falls into digital, so you What will it take to attract can only imagine what percentage of more women to mobile marketing? the digital spend goes to mobile. Polly Lieberman has worked at Rip Big fat salaries. Just kidding. Road, Juice Wireless, Kikucall, That said, ensuring that mobile gets the MetLife.com, ClubMom.com and proper attention and budget attribution Our industry is fairly technical, and men Bolt.com. She is based in New York. PAGE 25 Mobile Marketer MOBILE WOMEN TO WATCH 2010
  • JOY CICMAN LIUZZO Director of marketing and mobile research InsightExpress “Jumping into education mode is second nature by now” What do you most like about What’s the biggest challenge in for the next year or so. your job? your job? What will it take to attract The pure challenge of it. I admit that I’m The limitations of the technology and more women to mobile marketing? not the first to volunteer to jump out of reining myself in, having to remind my- an airplane or o a bridge, but nothing self that just because one device can I don’t have an easy answer for this one. gets me more jazzed than having to pedal handle something, the other 95 percent The women in mobile that I know have quickly to keep up with an industry. cannot. This means that instead of tak- an eclectic background and their en- ing the easy way out, my team and I trance into mobile cannot be catego- On any given day, I have to think along need to get creative and figure out how rized in one way. three or more di erent paths. I’ll have to develop technology solutions that one meeting about technology, and I’m give us the most flexibility to work To pull out an analogy to advertising talking about the guts and innards of across devices. Other challenges are ed- strategy about getting more women into mobile technology – the same language ucating internal and external clients. mobile, we’re introducing a new product that makes people next to me on the and right now it’s all about generating train look at me like I’m speaking Klingon. The amount of skepticism has decreased awareness and moving women down the over the past three years, thankfully, but investigation process. The next meeting will be with a client, it’s not uncommon to have someone say explaining the research methodology to me, “My target isn’t using their mo- An industry outreach function that in- behind our Mobile AdInsights or how we bile phone for anything but calls.” volves speaking at schools, developing a can use mobile to capture fleeting in- Jumping into education mode is second community where women can learn sights in-store or at an event. Often nature by now, with statistics and data more, anything to get the word out that these meetings introduce me to a new burned into my brain. mobile marketing is a possibility, is a technology or research need that I have good place to start. to understand to measure it, which cir- The trick that is the most di cult is cles me back to another tech meeting. making it real to them – data is good The industry itself could try to balance but relating a story that brings it all to- out the scales as well in the skill sets Keeping up with the technology and gether is more powerful than rattling o they are hiring. Instead of focusing on client needs are a challenge, but they percentage after percentage. engineers with a deep technology back- are nothing when it comes to under- ground, companies should look for the standing consumers and their use of What is your work priority people with a passion for mobile market- mobile. Every time I leave my house, for 2010? ing. Having a vision doesn’t mean being and thanks to Twitter and RSS, even able to program the solution yourself. when I don’t leave, my ears and eyes are When I first started in the mobile indus- tuning into the relationship consumers try, 90 percent of my time was spent ed- Your proudest achievement have with their phone. ucating the marketplace. I would walk in mobile? into rooms and have people blink at me when I started talking about short codes Honestly, my proudest achievement is I have counted the number of people simply the network that I’ve developed talking, texting or looking at their phone and keywords. while working in this industry. while at the grocery store, asked college kids sitting next to me on the Metro Today, education is less than half my time and I can focus more on digging I have never been around a more unique, about their SIM-card-swapping habits, diverse group of people working towards and whipped out one of my phones to under the surface of mobile to help ad- vertisers and marketers optimize their a common goal. It’s a privilege to be a get someone’s feedback on an application. part of this group. mobile strategies. We know what the technology can do, but now we need to Joy Cicman Liuzzo has worked at AOL, These observations and interactions know the optimal mix and how other MCI, Economic Systems and Ferguson constantly remind me that I am not the emerging media is going to be impact- Enterprises. She is based in consumer and keep me on my toes. ing things. That’s going to be my focus Stamford, CT. PAGE 26 Mobile Marketer MOBILE WOMEN TO WATCH 2010
  • CHERYL LUCANEGRO Senior vice president of advertising sales Pandora “As a society, we’re discovering what can be done via mobile technology” What do you most like about service I like providing. we provide can be insightful advocates your job? of what their contemporaries are What’s the biggest challenge in looking for. First, I work with the smartest group of people in the industry – they are enthu- your job? siastic, energetic and passionate about Your proudest achievement We are growing so fast that managing delivering the best possible consumer our phenomenal growth so that the in mobile? experience to our users. They are always paths we take are really the best ones Getting it right with our apps on mobile thinking about what is next and how to for our clients, our users and the pro- and offering consumers the best possible make our products better for consumers duct itself is an exciting challenge. experience that has made Pandora a and advertisers. daily habit for our 12 million What is your work priority mobile users. A close second is Pandora itself. for 2010? The phenomenal success we had with Knowing that we are redefining what We will continue to build out our plat- our iPhone app, Palm and, now, Android radio is in a connected world and en- forms with mobile as one of the has helped propel us to the growth abling consumers to have access to this key pillars. we’re now seeing with many new plat- unique way of discovering music truly forms and the excitement that lies gets me up in the morning. We will focus on adding features and ad before us. opportunities that keep our consumers Third, I enjoy being part of a medium happy and offer advertisers ways to en- that’s on the cutting edge, that’s up-to- gage their targeted consumers. the-moment. What will it take to attract As a society, we’re discovering what can be done via mobile technology, and more women to mobile marketing? bringing Pandora to consumers this way A supportive workplace that embraces is exciting, fun and loaded with excep- input from a wide swath of people: tional possibilities. women, men, young people just out of Cheryl Lucanegro has worked at college, seasoned professionals willing Edutopia, Salon Media Group, The Also, bringing our consumers messages to share hard-won knowledge. Industry Standard, Upside Media and from top-notch U.S. brands that we Ziff-Davis Publishing. She is based in think they’ll have an affinity for is a Women who enjoy the technology that Oakland, CA. PAGE 27 Mobile Marketer MOBILE WOMEN TO WATCH 2010
  • KIM LUEGERS Director of media innovations Draftfcb Chicago’s MC Media “Attracting new talent in the mobile marketing industry is something we active participants should be doing more of” What do you most like about within the Draftfcb organization, as well Your proudest achievement your job? as a valued member with strong contri- in mobile? butions to the mobile I truly enjoy the educational opportuni- marketing industry. Creating mobile evangelists, one at ties my job a ords me. a time. To be seen as a leader, someone who ex- I love sharing what I learn about the in- emplifies and represents strong values One of my proudest moments is when a dustry with my coworkers and both inside and outside of the coworker in the Draftfcb organization my clients. Draftfcb company. reached out to me and requested to spend more time with me to learn more What’s the biggest challenge in Overall, I strive to be someone who peo- about mobile. your job? ple respect and want to work with or have on their team. That same coworker recently presented The biggest challenge in my job is stay- and successfully sold in a mobile pro- ing ahead of the curve, reading all of the gram to her client. I was thrilled! trades and staying on top of the latest What will it take to attract advancements the industry bears, and more women to mobile marketing? keeping my colleges and clients abreast Attracting new talent in the mobile of the new trends and advancements. marketing industry is something we ac- tive participants should be doing What is your work priority more of. for 2010? It is up to us women and men to culti- Kim Luegers has worked at OMD and My single most important career goal vate new members and encourage Mediaedge: cia. She is based for 2010 is to be a valued employee their participation. in Chicago. PAGE 28 Mobile Marketer MOBILE WOMEN TO WATCH 2010
  • LAURA MARRIOTT Consultant Former president Mobile Marketing Association “There is a tendency for some companies in the ecosystem to make mobile appear more complex than it is” What do you most like about What is your work priority highlighting female leaders in our space your job? for 2010? through lists like this Mobile Women to Watch list will help inspire those new to In my consulting role, I enjoy helping I will continue to work with my industry the industry to participate. companies new to mobile navigate the peers to help build a global mobile mar- wireless ecosystem and develop strate- keting industry and position the mobile Your proudest achievement gies to e ectively reach their channel as the leading media channel. target consumers. in mobile? What will it take to attract During my tenure as president of the When a company which has not previ- more women to mobile marketing? Mobile Marketing Association, I was ously deployed a mobile campaign sees very proud to help to build a global success above and beyond their tradi- Mobile marketing is still a relatively new community of thought leaders whose tional or digital media channels, it is a segment and many new marketers are mantra was collaboration and openness good day indeed. not aware of the opportunities to advance the mobile marketing within mobile. industry worldwide. What’s the biggest challenge in your job? Education at the university level as well To have had the opportunity to help cre- as within our own industry will be para- ate and drive the mobile marketing in- There is a tendency for some companies mount to encouraging more women to dustry globally was a once-in-a-lifetime in the ecosystem to make mobile appear enter the mobile marketing space. experience and something I continue to more complex than it is, often discour- be very proud of. aging new companies from dipping their The technology fields have long been toes into the space. dominated by our male peers and it will require cooperation amongst women al- Common guidelines and great educa- ready in the industry to help bring the tional tools have made mobile easier to new women into our ranks and create Laura Marriott has worked at the engage in, but contrary opinions often opportunities for them. Mobile Marketing Association, Intrado, hamper market development and make Cyneta Networks and Cell-Loc Inc/ the mobile sell harder than it needs Initiatives like Women in Mobile Data TimesThree. She is based in to be. Association, Women in Wireless and Victoria, British Columbia, Canada. PAGE 29 Mobile Marketer MOBILE WOMEN TO WATCH 2010
  • STEPHANIE BAUER MARSHALL Manager for mobile advertising Verizon Digital Media “We haven’t even begun to reach the limits of what we can do for mobile marketing using wireless technologies” What do you most like about balance in order to keep innovating I would say this to women considering a your job? while growing and expanding. career in mobile marketing: “Don’t think about it as being a woman in a man’s I love that my job provides me with an world, think about yourself as being an opportunity to combine my passion for What is your work priority for 2010? integral piece of an absolutely wireless and new technologies with my amazing industry.” marketing and product Our group is focused on identifying in- development experience. ventive avenues for providing value to The bottom line is this: It shouldn’t mat- advertisers and consumers. ter if you are male or female, so don’t These new technologies are, in essence, let it. uncharted waters that have an exponen- We’re working on addressing some of tial amount of potential. the challenges the overall mobile mar- Your proudest achievement keting industry faces, such as independ- We haven’t even begun to reach the in mobile? ent third-party measurement and limits of what we can do for mobile evolving standards. Launching mobile advertising at Verizon marketing using wireless technologies. with top-tier brand partners is among Of course, we are also continuing to ed- my proudest achievements. I get great satisfaction out of identifying ucate brands and agencies on the power emerging opportunities, running with of mobile advertising and its ability to We proved there was an appetite for them and creating something entirely help them meet marketing objectives. mobile marketing and that brands were new for our industry. willing to shift their dollars to a new, What will it take to attract but highly e ective medium. What’s the biggest challenge in more women to mobile marketing? your job? Moreover, we were able to create a Lists like these can educate other successful advertising program without Launching mobile advertising at Verizon women about the various roles they can sacrificing the consumer experience. required being entrepreneurial within a play in mobile marketing. large company atmosphere, which in and of itself is a challenge. Thankfully, I see more women in the wireless industry today than I did 10 Today, my challenge is taking something years ago. considered experimental and shifting viewpoints so that it becomes part of In order to continue this growth, women Stephanie Bauer Marshall has worked the mainstream marketing mix. need to take the bull by the horns and at J. P. Morgan Chase’s Merchant Link not be intimidated being surrounded and CTIA – The Wireless Association. This is something we need to continually by men. She is based in Laurel, MD. PAGE 30 Mobile Marketer MOBILE WOMEN TO WATCH 2010
  • SUSAN MARSHALL Vice president of marketing ChaCha Social Search “Women intuitively understand what drives purchase behavior and consumer adoption” What do you most like about What is your work priority Anytime you steal thunder from Google your job? for 2010? in a search category you should be very, very proud. Working in mobile is the most exciting Continue to build brand awareness thing I could be doing right now. It’s a among both consumers and advertisers, blue, blue ocean full of opportunity and drive higher engagement rates and re- room for innovation. fine our targeting capabilities. At ChaCha, we get to delight our con- What will it take to attract sumers every minute of every day by an- swering millions and millions of more women to mobile marketing? their questions. In my experience, women intuitively un- derstand what drives purchase behavior Our unique-flavor social search hits a and consumer adoption. These skills are real nerve with both consumers and ad- critical for startups and new ventures. vertisers. It’s exhilarating to build some- thing so unique from the ground up. They are also good managers and team assemblers. What’s the biggest challenge in your job? As the industry matures, there will be more opportunities for everyone, Spreading the word about our ability to including women. intensely engage teens and young adults through texting. Your proudest achievement Our engagement rates are through the in mobile? roof, but mobile is new, so we spent a Outpacing Google as the fastest-grow- Susan Marshall has worked at Apple lot of time educating advertisers on ing mobile search provider for three and Macromedia. She is based in the opportunity. quarters in a row. Indianapolis, IN. PAGE 31 Mobile Marketer MOBILE WOMEN TO WATCH 2010
  • ERIN (Mack) McKELVEY Vice president of marketing Millennial Media “The hype around devices and apps sometimes clouds the real opportunity for brand advertisers” What do you most like about with DM2PRO, we found that 60 percent Altogether, approximately one-half of your job? of non-mobile marketers will buy mobile our company is women, most under the advertising in 2010. age of 35, so there’s another wave of Every company has to make a choice women leaders in the mobile ad busi- about where they focus. We focus on As the marketing lead for the largest ness coming up the ladder. advertisers, which makes it simple to and fastest-growing mobile ad network, plan our marketing program. it would be easy to get distracted. In Your proudest achievement 2010, we will stay focused. in mobile? Focusing on customers is easy when the entire company is shaped around ensur- We will likely add sta and continue to Besides being named a Mobile Woman ing their success. That level of focus en- invest in sales, account management, to Watch in 2010, I have many achieve- ables me to lead our marketing team in operations and technology in order to ments of which I’m most proud. listening, planning, acting and reacting further scale our business to meet the to customer needs. growing advertiser demand. First, it’s exciting to watch our clients’ campaigns recognized as best-practice We will champion and embrace one set initiatives. When the Stevie for Best What’s the biggest challenge in of metrics for mobile in order to help Marketing Campaign of the Year was your job? given to Paramount Pictures’ (Medi- advertisers have even higher confidence We view advertisers as our top priority. in utilizing mobile advertising to engage aedge: CIA) Eagle Eye Mobile Challenge, Second to that, we focus on lifting the their target consumers. it represented the only mobile advertis- mobile advertising ecosystem. ing campaign recognized in 2008. We’ll continue to be a champion for the With more than 64 million people ac- industry associations and organizations Fanta (Coke and MediaVest) won the cessing the mobile Web, which is one- that will navigate the ecosystem Best in Show and Best Mobile Creative third of users on the wired Web, it’s no through the challenges and opportuni- at the recent Mobi Awards, and the cam- longer a fledgling, startup industry. ties that come with a high- paign was recognized as a Best Practice Driving advertiser-focused metrics, growth industry. campaign by Forrester Research. speaking in common terms and bench- marks for success are just a few of the Next, launching the Scorecard for Mo- areas we support. What will it take to attract bile Advertising Reach and Targeting (SMART) was a significant achievement. more women to mobile marketing? There is an opportunity to educate the For the first time in the industry, there is industry at-large, particularly customers, I’ve spent most of my career in mobile a monthly advertiser-focused report that about the benefits of mobile. and telecommunications, and while it shows how mobile advertising was help- has typically skewed male, I imagine ing them to reach their campaign goals. But the hype around devices and apps that’s true in any technology-based in- It’s no small feat to produce the score- sometime clouds the real opportunity dustry. card every month because it’s derived for brand advertisers. from actual campaign and network data. Just look at an agenda at any mobile The feedback we get from advertisers, Just like any emerging, high-growth in- marketing conference – the list of publishers and analysts alike keeps the dustry, education is a challenge, but we speakers will be at least 70-80 program as a centerpiece of our work. view it as an important opportunity for percent male. the advertising industry. I think Millennial Media breaks from the norms on this. Women make up one- Erin (Mack) McKelvey has worked at What is your work priority third of our management, including our Sirius XM Radio, VeriSign, American for 2010? head of campaign operations, human re- Management Systems and BT Ignite. In a recent agency/brand survey with did sources, finance and marketing. She is based in Baltimore, MD. PAGE 32 Mobile Marketer MOBILE WOMEN TO WATCH 2010
  • MAYA MIKHAILOV Vice president and founder GPShopper “One of the biggest challenges about my job, and I believe the industry as a whole, is education” What do you most like about I am encouraged as I see many mar- partners to our shopping platform, or your job? keters now embracing mobile programs, working with more great carrier and but there is still a hesitation as they try handset partners to make sure Slifter is The people I get to work with at to reconcile it with traditional metrics accessible to consumers on their device. GPShopper. We have some great exter- and campaigns. nal partners and our internal team’s ca- maraderie is incredible. What will it take to attract I think it is important for mobile mar- more women to mobile marketing? keters to work with their partners to re- Also, I like the challenge of the position. ally educate them as to how mobile can Just industry growth and Part of what attracted me to mobile was successfully play a role as a permanent increased opportunity. that it was based on new and exciting part of their mix. technologies that were being created as As the industry grows and companies the industry was finding its legs. grow with it, women in tangential in- What is your work priority dustries such as digital marketing or It reminds me of the ’90s when I started for 2010? print marketing will see the new oppor- in interactive and there was a pioneer Really I have two. tunities created. And hopefully, those spirit among everyone in the industry. opportunities will also create more lead- For our custom-solution clients, my pri- ership roles in the field for women. What’s the biggest challenge in ority is to continue evolving strategic programs that enhance their brand and Your proudest achievement your job? meet their marketing and in mobile? One of the biggest challenges about my promotional objectives. job, and I believe the industry as a This certainly is one of them. whole, is education. I think it is important to keep learning, gathering data and evolving mobile To be recognized in my field is wonder- Whenever a new technology platform strategy so it can fulfill on its unique ful. I am also really proud of being a part emerges in marketing, as mobile is now, promise as rich, localized and personal- of GPShopper and watching the com- there is a challenge of educating mar- ized engagement tool for consumers. pany grow over the last couple of years. keters as to how it can be used e ec- Also, and quite related, is to continue tively and separating fact from fiction of working on evolving Slifter, whether Maya Mikhailov has worked at Quigo the technology. that means adding new retail or brand and Estco. She is based in New York. PAGE 33 Mobile Marketer MOBILE WOMEN TO WATCH 2010
  • SARAH MILLER CEO Axis Marketing & PR “Getting involved in committees, organizations and events is a great way to network” What do you most like about accomplish their goals and success. interesting programs through our your job? events arm. There are so many challenging aspects What is your work priority to PR and marketing that I love as a for 2010? Your proudest achievement CEO. I relish getting back down to the in mobile? To expand the agency, its services and to very basics: spending time talking with create more industry events that help Was in the creation and development of clients and strategizing ways to help build and give more back to this vibrant the Mobile Excellence Awards. To see them grow their business from the professional community and our clients. the impact it has had on the industry in ground up is an invaluable and the first two years, and watching how exciting experience. Axis PR has the reputation for delivering much it has grown and influenced the above and beyond client and industry companies and communities involved is Whether it’s securing stories in the expectations – we are constantly striv- an amazing experience. press, developing speaking opportunities, ing to bring more value to our clients participating in strategic planning or above and beyond normal expectations I grew what was supposed to be just an- just helping to put brand or partnership of most PR firms out there. So we will other small year-end Mobile Monday deals together, seeing the end-result of be looking into bringing more technol- networking event into one of the most our work and helping clients achieve ogy and brand partners on board. prestigious and coveted award programs their goals is inspiring and rewarding. At in mobile entertainment. the end of any given day, if we can help We are also looking to expand the resolve or remove a client’s challenges Mobile Excellence Awards. Going into Creating an entity that is known for on any level to enable them to move year three the event is showing tremen- honoring the best of the best in mobile closer towards achieving their goals – dous growth, and we’re starting the entertainment, technology, marketing it’s a good day. early-planning stages to take it global and media with the support of industry- with strategic partners soon. leading partners, media and corporate What’s the biggest challenge in sponsors has been an amazing journey. your job? What will it take to attract more women to mobile marketing? To build something from nothing that Balance and time. Knowing when the o ers so much value and insight to day is actually over even when it’s way The willingness to just open the doors companies ranging from startups to past midnight. Running a fast-paced PR and let them in. There are so many op- brands and studios is something I’m very firm, in addition to managing clients and portunities for bright women in this proud of. I’m extremely honored to be running industry-leading events such as space! It can be di cult in male-domi- able to watch a lot of these companies the Mobile Excellence Awards and Mo- nated industries at times for some grow over the year and then share in the bile Mondays, doesn't leave much time women, so finding someone who will excitement. It’s wonderful to see them for anything else. take the time to mentor you and teach get recognized in front of the industry you is a valuable benefit. Getting in- and their peers for their all their hard Each day is di erent from the day before volved in committees, organizations and work and mobile innovation. and we always make sure our clients are events is a great way to network and see the priority, so finding any personal time what opportunities are out there as well. to do anything else or to attend net- Sarah Miller has worked at Neale-May working events is di cult at times. But Our agency has a well-developed out- & Partners, Omnikron Systems, John all the intense work is the worth the reach system for young women, and Hancock and The New England. She is sacrifice when we see our clients we’ll be expanding that through some based in Beverly Hills, CA. PAGE 34 Mobile Marketer MOBILE WOMEN TO WATCH 2010
  • ALLISON MOONEY Vice president of emerging trends Omnicom’s MobileBehavior “In mobile, you need to keep an eye on the future and a foot grounded in the present” What do you most like about the future and a foot grounded in the this will further break down barriers in your job? present, which is not always easy. the industry. Your proudest achievement I am constantly reminded that we live in the future – a future that I am seeing What is your work priority in mobile? take shape every day, and that I am ac- for 2010? Other than being named to this list? tually helping to define. How exciting is that? Globally scale MobileBehavior’s emerg- I would say participating in the develop- ing trends o ering. ment of AT&T’s 2009 youth segment Also, I am learning all the time. Lifestreaming strategy. I hope to layer our insights with data What I get to think about day in and day from the real world to more accurately We took something that we’d been see- out – innovation – is something that, by guide media and consumer interactions ing – young people capturing and definition, changes constantly. There is in every possible environment and cor- chronicling their lives via mobile – and always something new, intriguing, cre- ner of the world, regardless if traditional crafted a marketing strategy around ative, inspiring, confusing – something media is already in place or not. this insight. that keeps me curious. It’s overwhelming at times, but in the best way. What will it take to attract Our job was to extend mobile services more women to mobile marketing? across every possible youth touch point What’s the biggest challenge in and facilitate branded interactions, ones Mobile marketing is very male-domi- your job? nated, which can be intimidating for that synched with this existing behavior – “lifestreaming” – and were completely Bridging the gap between what I am women. However, this hasn’t stopped us initiated and controlled by the user on seeing around the bend and what the in any other industry, and it won’t in their mobile phones. mainstream market is ready for. Staying mobile either. innovative, yet realistic. Through the programs we created with In fact, I think we will begin seeing a AT&T, we developed opportunities for There is a lot that is possible today, but new generation of young women enter the brand to spend time and build a re- you need to always bear in mind what the workplace, a generation that doesn’t remember a time before mobile phones. lationship with youth. people will actually do – or what it will take to change their behavior. Allison Mooney has worked at Condé These women will be perfectly comfort- Nast Publications’ Details and Random In mobile, you need to keep an eye on able and fluent with the technology, and House. She is based in New York. PAGE 35 Mobile Marketer MOBILE WOMEN TO WATCH 2010
  • JENNIFER OKULA Vice president of client and market development Dynamic Logic “At the root of it, mobile is a marketing channel with similarities to other digital channels and even traditional channels” What do you most like about becomes challenging to keep some con- I mentioned the challenges regarding your job? sistency across research instead of re- the constant changes in technology and inventing the wheel every time. options. However, at the root of it, mo- I love the opportunity to work with dif- However in mobile, sometimes a new bile is a marketing channel with similar- ferent clients across various industries. wheel is simply needed! ities to other digital channels and even traditional channels. Because Dynamic Logic works with agencies, publishers and advertisers di- What is your work priority Innovative women who are willing to rectly, I get to learn about and work learn and are not afraid of change will for 2010? across virtually all industry categories, do well in mobile marketing! from consumer packaged goods to fi- My priority for 2010 in the mobile space nance to entertainment. would be to help our clients get better Your proudest achievement and more access to the data they need I get the chance to see a variety of mo- to make the right decisions in in mobile? bile campaigns and help come up with mobile marketing. unique solutions to measure them. If I can’t say being named to the Mobile I want to help provide valuable research Women to Watch 2010 list, then I would and to be able to share those learnings say my proudest achievement would be What’s the biggest challenge in with the industry via white papers, case participation in a number of local panels your job? and seminars on mobile. studies and speaking engagements. I would say the biggest challenge is the ever-changing mobile landscape. If we help prove the value and impact of I enjoy the smaller events because they mobile, we can get more advertisers try- are more intimate and attendees can ask There are constantly new players in the ing and using it. a lot of questions. It’s nice to be asked space, new technologies and new mar- to participate as an expert and I would keting options. Keeping up with every- like to continue to educate the industry thing and everyone on top of day-to-day whenever I can. What will it take to attract job functions can be tough. more women to mobile marketing? Additionally, because we know how im- I think once women realize mobile mar- Jennifer Okula has worked at Accen- portant standards and norms are to keting is not completely unfamiliar terri- ture, DoubleClick and Bolt.com. She is measuring advertising e ectiveness, it tory, more women will flock to it. based in New York. PAGE 36 Mobile Marketer MOBILE WOMEN TO WATCH 2010
  • THERESA PAGE Senior vice president of mobile and entertainment Omnicom’s GMR Marketing “I understand the lightbulb feeling – ‘Wow, you can really do that with a mobile phone?’“ What do you most like about What is your work priority Your proudest achievement your job? for 2010? in mobile? What do you most like about your job? I love looking at the final numbers It is hard to pinpoint one event. There I love to problem-solve. and results. have been so many great programs exe- cuted! Even the smallest programs, I feel The ability to work with a client that I want to figure out better ways to pre- ownership and pride. may know very little about mobile and dict behavior through results and how help them understand the capabilities of we can help marketing companies better I guess my personal achievement would what we o er is exciting. understand the interaction between be the ability to talk to our production using the cell phone and their brands. team and actually speak the My background is in the entertainment same language! industry, so I understand the lightbulb What really drives that consumer to par- feeling – “Wow, you can really do that ticipate? I think we can figure out part with a mobile phone?” It is very reward- of that answer through mobile. ing for me and the client. I also would like to integrate more mo- What’s the biggest challenge in bile and entertainment properties. your job? I also have mobile health on my learning The biggest challenge is finding ways to list. It is very interesting and I can see convince the rest of the marketing world future savings in the to take a chance on mobile marketing. healthcare industry. There are still technology barriers to im- What will it take to attract plementing some of the capabilities we Theresa Page has worked at Mango more women to mobile marketing? o er. It will take some time for some Mobile, Steeleworks Entertainment and companies to move forward. Thank Better visibility. I think we are Wright Entertainment Group. She is goodness for the early adopters! getting there. based in Orlando, FL. PAGE 37 Mobile Marketer MOBILE WOMEN TO WATCH 2010
  • TINA M. PERRY Regional director of marketing Days Inn Worldwide Wyndham Hotels Group “Regardless of gender, I feel mobile marketing will move from the non-traditional to the norm in the marketing arena” What do you most like about marketing platform we introduced in initial mobile marketing e ort. your job? 2009 and take the lessons learned to better integrate mobile within the This campaign attracted engaged con- I enjoy the foundation of marketing hotel industry. sumers and strengthened their loyalty to strategy, but I am especially inspired by our test group, the Days Business Al- introducing new marketing tools to our This foundation will allow mobile to liance. franchisees to assist them in attracting grow as a key component of our overall and retaining customers to their hotels. 2010 strategy. The exploration of this new channel of marketing was a result of our partner- What’s the biggest challenge in What will it take to attract ship with Ping Mobile. your job? more women to mobile marketing? My biggest challenge is instilling the Regardless of gender, I feel mobile mar- importance of marketing in franchisees keting will move from the non-tradi- that specialize in hotel operations. tional to the norm in the marketing arena. Ping Mobile was integral in breaking the key concepts of mobile marketing down As a result, more women will be at- so I and the franchisees in our test cam- tracted to explore this marketing re- paign could understand and implement source and grow along with the mobile marketing initiatives. mobile marketing. What is your work priority Your proudest achievement Tina M. Perry has worked at Atlantic- Concord Management Co. and Tollman for 2010? in mobile? Hundley Management Co. She is based To continue to strengthen the mobile I have been proud of the launch of our in Corsica, PA. PAGE 38 Mobile Marketer MOBILE WOMEN TO WATCH 2010
  • JULIA RESNICK Vice president of mobile media solutions Nielsen Mobile “Marketers are graduating from experimenting with mobile to leveraging it as an integral element in their marketing strategy” What do you most like about Thus, an important focus of my job is Companies and individuals should focus your job? educating the market about the audi- on developing the skills and knowledge ences that mobile can deliver. for this important and evolving medium. Telecom is one of the fastest-growing industries worldwide. Today, in the U.S. alone, there are al- Knowledge building comes through ac- ready 55 million subscribers using the tive investment and engagement in mo- With more than 4 billion mobile sub- mobile Internet, 71 million downloading bile campaigns, participation in key scribers, there are indications that mo- content and 132 million texting. These industry associations, like the Mobile bile’s trajectory will mirror – and likely numbers should be compelling to Marketing Association, the Interactive outpace – the online digital revolution. any marketer! Advertising Bureau and CTIA, and chal- lenging individuals to extend their mar- Mobile creates tremendous opportuni- keting savvy and creativity to mobile. ties for both marketers and consumers. What is your work priority It enables an anytime, anywhere ex- for 2010? change of information and enriched Your proudest achievement media consumption. So mobile is defi- Innovation is probably my most critical in mobile? nitely a thrilling place to be! goal for 2010. My first job was at Catalyst, where I re- At Nielsen, next year and beyond, we are searched and advised companies on or- In my position, I’m fortunate to play a ganizational best practices to recruit, central role in delivering measurement focused on development, expansion and enhancement of our mobile audience retain and develop women. and insights to our clients on the total mobile experience. and mobile advertising solutions. Back then, I was on the outside, looking Key e orts will focus on electronic in. Now I find myself on the other side in It is essential for Nielsen to match the Corporate America, having spent the mobile industry’s fast-paced evolution, measurement and new services around behavioral targeting, as well as tracking past nine years in the mobile industry. making it both exciting and challenging for me to develop and bring to market of mobile ad exposure and One thing has remained constant over innovative measurement solutions. advertising e ectiveness. my entire career: an interest and com- mitment in helping women succeed in What’s the biggest challenge in What will it take to attract the workplace. your job? more women to mobile marketing? It’s a real honor to be called out as There is clear evidence that marketers Increasing investment in mobile market- someone who might inspire other are graduating from experimenting with ing is the single most important factor women to consider a career in mobile mobile to leveraging it as an integral el- that will drive more professionals – advertising, marketing and media. I cer- ement in their marketing strategy. including women – to engage. tainly count being recognized as a po- tential mobile role model to other Still, market readiness continues to be a Given women’s already strong presence, women as one of my factor and something that I strive leadership and success in marketing and proudest achievements. to enable. advertising, there is already an amazing pipeline of female talent. Even where mobile is embraced, it still Julia Resnick has worked at Harris represents a relatively insignificant pro- Mobile marketing will be a critical ex- Interactive and Catalyst. She is based portion of marketing dollars. tension of any marketer’s toolkit. in New York. PAGE 39 Mobile Marketer MOBILE WOMEN TO WATCH 2010
  • SHIRA SIMMONDS President Ping Mobile “My proudest moments are when we run successful mobile programs with high conversion rates” What do you most like about mobile plan, how to execute, measure have had mentors to whom they’ve been your job? results, create trend analysis and opti- able to turn for guidance have said mize accordingly. these relationships were a big part of I wake up every morning with such grat- their early success. itude for being able to go to spend my What is your work priority days with a company and a job I am so Successful women leaders will inspire passionate about. for 2010? more women to join and lead the mobile My top priorities are to focus on ex- marketing field. I firmly believe that That passion extends to every member panding our cutting-edge technology as we’ll see a large influx of successful of my team, where as a cohesive unit we the U.S. market becomes more accepting women in our industry over the next pursue cutting-edge mobile projects and of various mobile initiatives, campaign couple years. developments, and record ground-break- success, client education and ing client campaigns and growing ROI consumer satisfaction. results. It is an honor to be part of a Your proudest achievement leading-edge industry. We will only realize our full success in mobile? when our clients understand the best My proudest moments are when we run What’s the biggest challenge in way to use this powerful media and successful mobile programs with high your job? when consumers receive what they have conversion rates, as they prove that mo- opted in for. bile marketing is a genuine and e ective Client and consumer education. marketing medium that is able to pro- What will it take to attract duce tangible results. There is still a need for further education more women to mobile marketing? in the mobile space and particularly a An early restaurant campaign that we strong need to clear up the various mis- As the mobile marketing industry ma- ran with one of our partners went viral conceptions many clients and partners tures, there will be an increasing need and achieved a 113 percent redemption may have about mobile marketing. for smart people to take the lead. This is rate! A television campaign we ran with as much an industry of consumers as it another partner saw the network’s rat- These range from pricing, challenges in is of business people. ings increase right from the start of the set up and execution, legal parameters mobile campaign! on privacy, as well as the benefits and Anyone that can adapt and function in future of the mobile space which many both worlds will have the opportunity to Producing ground-breaking results for still consider to be prospective. achieve success in this industry. our clients is what I am most proud of. We cannot stop monthly webinars, In addition, having a successful female training sessions, monthly newsletters mentor is crucial to driving more women and several other tools designed to con- into the mobile marketing industry. Shira Simmonds has worked at Spiral tinuously educate our clients and part- Technologies and eSafe Technologies. ners on how to best craft an e ective The results are also in – women who She is based in Englewood Cli s, NJ. PAGE 40 Mobile Marketer MOBILE WOMEN TO WATCH 2010
  • DIANE STRAHAN Vice president of mobile services Neustar “We will continue to work closely with the mobile operators, CTIA and others to decrease provisioning times and make securing a common short code faster and easier” What do you most like about ing at a rapid pace and there is so much Your proudest achievement your job? we’d like to contribute to the advance- in mobile? ment of the mobile marketing sector, so Engaging with our customers prioritizing where and what Neustar can Contributing to the exponential growth and partners. to do to make the biggest impact mobile messaging and mobile content as is important. achieved through common short codes. I love working with the breadth of in- credible talent, passion and energy Neustar manages and operates the found in the mobile marketing industry. What is your work priority Common Short Code Registry. for 2010? From working with CEOs and business Continued investment and expansion of Common short codes empower con- development managers of small, emerg- Neustar’s mobile initiatives, specifically sumers to order exciting digital content ing startup companies, to supporting the interoperable and scalable mobile mar- plus pizzas, banking services and more. digital talent found in huge media, en- keting and commerce services. tertainment and publishing empires, as Consumers can receive news, stock, well as directly interacting with brand We will continue to work closely with weather, medical and emergency alerts, and advertising managers at the enter- the mobile operators, CTIA and others to as well as launch WAP links, download prise and agency levels, the commitment decrease provisioning times and make applications and do things we never and innovation individuals in this indus- securing a common short code faster imagined prior to launching the service. try o er is phenomenal. and easier. Short-code-based marketing is responsi- ble for driving over $2 billion of messag- So many people with big ideas and The introduction of new mobile market- ing and content revenues, contributing sound pragmatic approaches are enter- ing methods like bar codes and mobile to the launch of new companies and ing the mobile marketing space. commerce solutions will bring rich, tai- making information, entertainment and lored and immediate content and en- content available anytime, anywhere Not only are these individuals propelling gaging experiences to enterprises to consumers. their companies forward, but many are and consumers. dedicating resources and contributing to I look forward to helping Neustar con- key organizations that help drive our in- tinue to positively drive common-short- What will it take to attract dustry forward, like the Mobile Market- code-based mobile messaging services ing Association, CTIA, GSMA, Direct more women to mobile marketing? and deliver these same benefits through Marketing Association, ad:tech Companies to support women in mobile other interoperable mobile marketing and others. at senior levels and exposure just like and commerce services. Mobile Marketer are making it possible What’s the biggest challenge in for women to make significant contribu- tions to the industry so other women Diane Strahan has worked at Tech- your job? can get as excited about this industry as noServe, AOL, CareerBuilder, MCI and The mobile marketing industry is grow- we are. GTE. She is based in Sterling, VA. PAGE 41 Mobile Marketer MOBILE WOMEN TO WATCH 2010
  • AMY THOMAS Senior marketing manager OpenMarket “I’m most proud to have helped build our company from an idea just over three years ago into a real market mover today” What do you most like about What is your work priority companies look to mobile as a new mar- your job? for 2010? keting vehicle. I like the dynamic pace of marketing. It’s Right now, social media is a major prior- exciting to launch a game-changing ity for my team and a top marketing ini- Your proudest achievement product, throw an exclusive event and tiative in the coming year. in mobile? field questions from the press all in the I’m most proud to have helped build our same week. The goal is to drive additional ways for company from an idea just over three businesses to stay connected to clients years ago into a real market Also, the opportunity to work with peo- and partners. mover today. ple in the entire mobile value chain is what drives me every day. What will it take to attract With that comes the reward of helping more women to mobile marketing? thousands of companies get on board I have touch points with mobile mar- with using mobile to help spur keters, advertisers, industry influencers, Women are becoming larger consumers their businesses. analysts – so I get to interact with of mobile goods and services – espe- pretty much all types of people who cially the younger demographic – and It’s been particularly exciting to witness work in the space. are using their mobile devices as a way emerging technologies like MMS, and to stay connected. now advertising, help drive the innova- tion and adoption we see in the What’s the biggest challenge in As both of these trends progress, I think market today. your job? women will become more interested in working in the mobile space. Creating a clear message to companies about why mobile should be part of Mobile commerce campaigns involving their marketing plan. store coupons will attract women, in particular. Many businesses today are still unfamil- iar with how to use mobile marketing or In addition, we are seeing a greater advertising to promote their companies. number of female executives at national My job is try to make that message as brand companies, so that will drive more Amy Thomas has worked at NEC’s simple and e ective as possible. opportunity in the space as these Active Voice. She is based in Seattle. PAGE 42 Mobile Marketer MOBILE WOMEN TO WATCH 2010
  • LYNN TORNABENE Chief marketing o cer Quattro Wireless “We need to connect with women in other industries who want to be where the action really is today in marketing” What do you most like about could do everything faster! As an industry, we need to reach out to your job? students in business and marketing pro- What is your work priority grams today to evangelize mobile, and I am privileged to work in a company we need to connect with women in that is both the fastest-growing mobile for 2010? other industries who want to be where ad network and the technology leader, To continue to be a growth champion the action really is today in marketing. full of smart, dedicated team members for the industry, for our clients and for who are passionate about mobile. Quattro Wireless, focusing on highlight- Your proudest achievement ing our unrivaled targeting precision, I love working in a company and an in- network transparency and the ROI we in mobile? dustry that is growing and adding value provide for our advertiser and publisher Personally, having been in the industry to both the bottom lines of many com- partners. for only six months, I’d have to say panies and to consumers’ lives. being selected for this list! I really believe our Q Elevation dynamic I’d have to say what I like most is work- targeting technology can revolutionize But in the larger picture, being part of ing with our clients to develop new in- the industry and it is a key priority for the amazing Quattro Wireless team that sights into mobile consumer behavior. me to get the word out. is driving our business to grow faster than the industry, bringing new adver- What will it take to attract tisers and publishers to mobile every day What’s the biggest challenge in more women to mobile marketing? is immensely satisfying. your job? I think working in the mobile space pro- We have such a big opportunity to pro- vides an amazing opportunity for per- vide insights to the advertising commu- sonal and professional growth, so I think Lynn Tornabene has worked at Google, nity and to help marketers understand just telling that story to both those DoubleClick, Stockback, Wunderman, how to best integrate and leverage mo- starting their careers and those looking IBM and PIA Radio Network. She is bile in their plans, and I just wish we for a change is the key. based in New York. PAGE 43 Mobile Marketer MOBILE WOMEN TO WATCH 2010
  • MARCI TROUTMAN CEO Siteminis “Companies need to recognize their female customer base more directly to maximize profitability” What do you most like about déjà vu all over again. There are quite a few women in business your job? that would be a great asset to the mobile revolution. I enjoy being in an emerging technology – What is your work priority there is a certain edge that comes with for 2010? Your proudest achievement taking a new and revolutionary business model to market. My top priority for 2010 is customer ac- in mobile? quisition and new product release. Creating a new innovative software that The constant challenge keeps me on my brings a cross-platform mobile com- toes on a daily basis. merce option to the world. What will it take to attract more women to mobile marketing? What’s the biggest challenge in your job? Although women have traditionally lagged behind men in entry into In educating leadership in the retail in- emerging business, mobile provides a dustry and other industries on the rele- somewhat unique opportunity vance of the growing number of their for women because of the consumers asking for more ways to use di erences in how men and women mobile to interact with their businesses. utilize mobile. It is the same conversations I was in- Companies need to recognize their fe- Marci Troutman has worked at Shudan volved with, when the Internet became male customer base more directly to Design and The Home Depot. She is important to business in the late ’90s – maximize profitability. based in Atlanta. PAGE 44 Mobile Marketer MOBILE WOMEN TO WATCH 2010
  • KRISTINE VAN DILLEN Director of industry initiatives and partnerships Mobile Marketing Association “I have to be the pilot, the mechanic and the air traffic controller all in the same day” What do you most like about What is your work priority I think the industry is taking steps in the your job? for 2010? right direction by providing examples of successful leaders, opportunities for I love the mobile industry. My top priority for 2010 is to grow the mentoring, and events, like the peer global mobile marketing industry. mentoring series, where women can In my position at the Mobile Marketing learn from one another. Association, I get to monitor, analyze This includes establishing market effi- and interact with the leaders in all areas ciencies, encouraging self-regulation, of the industry to create major changes. educating brands and agencies and set- Your proudest achievement ting strategies for market development. in mobile? I have the role of setting a strategy that My proudest achievement has been the can affect the industry by hundreds of Long-term growth is the name of the opportunity to represent the MMA and millions of dollars. Pretty cool. game, and it’s about monitoring the the industry in various formats across a changes in the industry to determine wide variety of topics. What’s the biggest challenge in where and how the MMA can have the your job? most impact at any given point. It is an honor to be considered by my peers as having a knowledgeable, objec- In many cases, the biggest challenge is tive point of view. exactly what I like about my job. What will it take to attract more women to mobile marketing? The mobile marketing industry crosses so many different areas of expertise and, in At its core mobile marketing is a tech- directing the industry initiatives for the nology-driven industry, and like all tech- MMA, my role is to create strategy, bring nology industries, women are people together, provide an objective view under-represented. and act as an expert across all areas. There is a lot of risk in a nascent indus- Kristine van Dillen has worked at I have to be the pilot, the mechanic and try and women need encouragement to Vindigo, Zingy and Accenture. She is air traffic controller all in the same day. embrace the challenges. based in New York. PAGE 45 Mobile Marketer MOBILE WOMEN TO WATCH 2010
  • PETRA VORSTEHER Cofounder and executive vice president of strategic alliances Smaato “In families, women make key purchasing decisions, so for mobile marketing and advertising to be successful, it will require the expertise and viewpoint of female professionals” What do you most like about really is their access to the Web and to ing and advertising to be successful, it your job? the global digital community. will require the expertise and viewpoint of female professionals. Having the honor and privilege of work- What’s the biggest challenge in ing with a team of exceptionally tal- ented individuals who are not only your job? Your proudest achievement wonderful people I enjoy being with, but Dealing with multiple time zones. in mobile? also every single one of them is an ex- Having co-founded one of the hottest pert in their respective fields. What is your work priority and most promising companies for 2010? in mobile. Being a pioneer in mobile advertising and creating a highly personalized, rele- Continue to build a successful and vant and valuable experience for the profitable company. consumer on what is certainly his most personal communication device. What will it take to attract Having the privilege of getting to know more women to mobile marketing? and sharing thoughts and ideas with Since the nature of mobile marketing some of the most brilliant and amazing and advertising is highly personal, I be- individuals around the world. lieve this will also draw more women to this field near term. Having the opportunity to work on clos- Petra Vorsteher has worked at Inter- ing the digital divide. Mobile is a di erent channel from print, shop Communications, International TV and even the Web. It’s still the case Strategic Alliances, Crystal Graphics, When you look at the adoption of the that in families women make key pur- TimeStream and Mathematica. She is mobile phone in developing countries, it chasing decisions, so for mobile market- based in Redwood Shores, CA. PAGE 46 Mobile Marketer MOBILE WOMEN TO WATCH 2010
  • ALCINA WEGRZYNOWSKI Senior director of sales operations for Sybase 365 Sybase “The mobile commerce space is a hotbed for innovation at the moment” What do you most like about we are in an influential position to con- Having organizations like Mobile Mar- your job? tinually improve and evaluate how to keter promoting awareness is an excel- better deliver the messaging experience lent way to attract women into The two most satisfying areas of my job for consumers. this industry. are being able to work with my team and the opportunity we have to shape I constantly encourage my team to take It is also important for women to attend, the exciting world of mobile messaging. an active role in suggesting and imple- participate and speak at mobile events menting improvements that will en- organized by CTIA and the Mobile Mar- Specifically, my team provides sales op- hance the messaging experience. keting Association, among others. erations and provisioning support for our U.S. and Canada enterprise messag- When we take an active role in commu- ing business. Since Sybase 365 is a What is your work priority nicating about our field, it’s easy to see global company, I have the pleasure of for 2010? our passion for the industry and is a working with talented people all over great way to encourage others to ex- the world. My team and our customers are my pri- ority for 2010. plore a career in mobile. With mobile phones now such an integ- ral part of daily life, it is exciting to tell Our goal is to integrally understand our Your proudest achievement people about my job and easy to utilize customer’s business needs, and then de- in mobile? and promote mobile phones myself. I liver a solution that will help them achieve their objectives – whether it be I am most proud of my ability to bring enjoy the wireless freedom and amazing diverse groups together to work collabo- reach that mobility provides. a tried-and-true method or something at the cutting-edge of mobile innova- ratively in the best interest of tion. Mobile marketing has come a long our customers. What’s the biggest challenge in way over the past few years, and it is your job? exciting to see our customers utilize the Often times, people can get caught up in mobile channel in new ways. the details and they need someone to The enterprise messaging business is a help them step back and see the developing and growing industry filled And, with the vast array of mobile mes- big picture. with innovation. saging services Sybase 365 o ers, from mobile marketing to mobile commerce, Focusing on the customer’s mobile mes- Mobile messaging is evolving from a we can help customers find the right so- saging needs helps keep everyone on purely person-to-person technology to lution for their initiatives. track and it inspires the team to do one that is now being utilized by enter- their best. prises and large brands as a way to in- teract and provide new services to The mobile commerce space, in particu- lar, is a hotbed for innovation at the On a personal note, one of my favorite their customers. As the industry evolves, moment, and I expect to see more to achievements is that my children think one of the challenges my team and I it is cool that their mom understands face is continually staying abreast of the come in this market over the next year. text messaging. changing landscape so that we can guide our customers through the provi- What will it take to attract sioning process as e ciently as possible. Alcina Wegrzynowski has worked at more women to mobile marketing? Sybase, California State Automobile Additionally, as Sybase 365 is a vital I am fortunate to know many talented Association and Recom Technologies. part of the mobile messaging ecosystem, women in the mobile marketing space. She is based in Dublin, CA. PAGE 47 Mobile Marketer MOBILE WOMEN TO WATCH 2010
  • JAN M. WIKA Account executive for brands and channels OpenMarket “The biggest challenge is setting appropriate expectations and delivering” What do you most like about What is your work priority e orts. I can’t think of a more exciting your job? for 2010? industry right now. Without a doubt, my customers. Making Expanding my e orts into the enterprise the transition from vendor to partner space. There is so much opportunity for and becoming a member of the cus- mobile within Corporate America. tomer’s execution team. What will it take to attract I enjoy working with creative minds and more women to mobile marketing? driving initiatives that are outside of the box and new and exciting. If you’re a woman and interested in mo- bile, get involved! What’s the biggest challenge in your job? It’s no secret that this is a male-domi- nated industry, but there are also many The mobile business has its own strong and extremely talented women in inherent challenges. very powerful positions. Racing with deadlines is exciting and Your proudest achievement keeps the adrenaline flowing, but bump- ing up against roadblocks where you in mobile? have little to no control can be Moving into new markets and making extremely frustrating. a di erence. Jan M. Wika has worked at WDSGlobal, The biggest challenge is setting appro- Breaking down the barriers and helping Linqware and Qwest Communications. priate expectations and delivering. customers be successful in their mobile She is based in Seattle, WA. PAGE 48 Mobile Marketer MOBILE WOMEN TO WATCH 2010
  • DANA WILLIS Associate director of premium offnet mobile messaging Verizon Wireless “It’s the ability to make a difference across the off-deck space with the Mobile Marketing Association and CTIA – The Wireless Association” What do you most like about priority projects. Your proudest achievement your job? in mobile? What is your work priority It’s the ability to make a difference Launching wireless AMBER Alerts for for 2010? across the off-deck space with the Mo- Verizon Wireless subscribers. bile Marketing Association and CTIA – Drive marketing awareness, revenue and The Wireless Association, and working compliance for off-deck messaging. with my team and the various cross- functional teams at Verizon Wireless. What will it take to attract more women to mobile marketing? What’s the biggest challenge in Continue to drive awareness of the op- your job? portunities available in Effectively managing multiple high- mobile marketing. Dana Willis is based in Laurel, MD. PAGE 49 Mobile Marketer MOBILE WOMEN TO WATCH 2010
  • ERIN E. WILSON Specialist sales executive Microsoft Mobile Advertising “I am pleased to see dedicated mobile budgets continuously being added to campaigns in a thoughtful way” What do you most like about Great news is, that is happening more kitchen phone – if they ever even had a your job? and more every day. It makes for some kitchen phone! excellent partnerships and creative and The favorite part of my job would most innovative campaigns. To that point, as the population as a certainly be my colleagues within whole becomes more mobile there will be the industry. an opportunity to encourage women on What is your work priority for 2010? the go – do you know one who isn’t? – to I think the mobile field is full of some of explore mobile marketing as an the sharpest, most creative and funniest Advertiser adoption on a scale that is attractive career opportunity. people in media and advertising – you meaningful and impactful is certainly know who you are. my goal for 2010. It seems to be attain- Your proudest achievement able throughout the upfront planning of The growth of mobile is due in large part in mobile? the first part of 2010. to the men and women who are fueling My proudest achievement to date was the growth by pushing innovation and I am pleased to see dedicated mobile executing an MMS campaign New Year’s technology and aren’t afraid to get their budgets continuously being added to Eve 2007 on the Reuters and Nasdaq hands dirty. campaigns in a thoughtful way. I look billboards in Times Square for Intel. forward to seeing that increase through- I executed it as a sole contractor and What’s the biggest challenge in out 2010 and beyond! accomplished amazing success by lean- your job? ing only on friends in the business that I always say that I don’t want to see the were pulled together quickly to create Education is without question the “Year of Mobile” as that means that we an agile and dynamic team. biggest challenge that I face in have gotten as far as we are going to mobile advertising. and there is nowhere to go but down. I It was a super cool campaign, yes. But don’t think we will see the “Year of Mo- the coolest part for me was seeing that It seems daunting to those on the out- bile” for a very long time. something that big and creative could side, so you have to start at the very be- be completely activated by a basic ginning and illustrate that mobile isn’t What will it take to attract handset and a group of friends. scary or complicated. That takes time, more women to mobile marketing? and it is a process that has to be re- peated over and over. I think that as younger women come Erin E. Wilson has worked at Weather- into the workforce, it will be a no- Bug, Interpublic Group of Companies’ I love nothing more than when I walk brainer for them as they have been Reprise Media, Counts Media and In- into a partner meeting and they are using the product as an extension of the terep National Radio Sales. She is teaching me things about mobile! Internet, not an extension of their based in New York. PAGE 50 Mobile Marketer MOBILE WOMEN TO WATCH 2010
  • DANIELLE WOLFSON Senior associate manager for interactive marketing Taco Bell “With mobile and smartphone penetration increasing exponentially, we are increasingly leveraging our mobile site, iPhone apps and establishing a mobile marketing database” What do you most like about Tacobell.com from anywhere at Web site site is currently programmed your job? any time. in Flash. The opportunity to work in an exponen- With mobile and smartphone penetra- I created a version of Tacobell.com tially changing landscape. tion increasing exponentially, we are in- specifically for mobile devices. It is de- creasingly leveraging our mobile site, signed to work seamlessly with 50-plus The digital, social and mobile environ- iPhone apps and establishing a mobile types of phones, with a specific version ments are in constant evolution, and marketing database. for the iPhone. adapting to the new way in which peo- ple consume information has kept me Both the Why Pay More Shaker app and invigorated and constantly challenged! What will it take to attract standalone Taco Bell Store Locator app more women to mobile marketing? for the iPhone tap into the integrated What’s the biggest challenge in Our mobile phone is the most important GPS to guide you from your current lo- your job? device that we carry and leads to the cation to the nearest Taco Bell. Building mobile sites and creative, as natural progression of mobile marketing for women. M.tacobell.com allowed the out-and- there is no Interactive Advertising Bu- about Taco Bell consumer to be able to reau standards for mobile. You have The penetration of the iPhone has made access product information, store loca- variations in device settings, carrier, ad mobile more mainstream and is no longer tions and nutritional data from their networks and screen sizes. just for the techies and early adapters. mobile phones. In building a traditional Web site, you can test for the two major browsers and Popular gossip sites such as TMZ created be good to go. The variety is endless a natural evolution for women to play in with mobile! the mobile sandbox. What is your work priority Your proudest achievement for 2010? in mobile? Danielle Wolfson has worked at Doner, In keeping with our vision for digital Prior to February 2009, consumers were Carat Fusion, Ameriquest, 10th Degree marketing, we want provide our on-the- not able to access Tacobell.com on their and eMachines. She is based in go customers the capability to access mobile devices as our main Tacobell.com Irvine, CA. PAGE 51 Mobile Marketer MOBILE WOMEN TO WATCH 2010
  • LINDSAY WOODWORTH Director of marketing 2ergo Americas “I have to constantly remind myself that not everyone lives and breathes mobile marketing like we do” What do you most like about in traditional marketing roles, on the dustry, mobile marketing shouldn’t have your job? benefits of mobile and what it can look any trouble attracting more women to like for their organizations can be the space. I love the people I work with because a challenge. they’re passionate about doing the best My experience has always been positive, job possible for each and every client. It is fun, though, to see people’s eyes and I’ve been fortunate to have had op- light up once they’ve experienced first- portunities to make a di erence. I feel extremely fortunate that 2ergo has hand the relevancy, immediacy and ef- such a smart team backed by a rock- fectiveness of the mobile channel. solid technology platform, global reach Your proudest achievement and strong financials – it makes my in mobile? marketing job so much easier! What is your work priority When I first joined 2ergo, I helped drive for 2010? the productization of our mobile o er- Beyond that, I think our industry is ex- ings together with our technical and Thanks to a few recent acquisitions and tremely dynamic with new develop- creative teams, which simplified a noto- continued in-house development, 2ergo ments and interesting news coming out riously complicated process of develop- now has a comprehensive product set every day. ing mobile campaigns. for mobile marketing and mobile CRM solutions. I love being part of the creative ways in The ease-of-use of the resulting prod- which mobile is being used as a new ucts and the key messages I developed My team is tasked with educating media and marketing channel. It defi- ultimately made it easier for the sales clients on each of our products and how nitely keeps me on my toes! team to sell our products and solutions, they can work together to solve prob- lems and address needs in their specific while making it easier for clients to un- What’s the biggest challenge in derstand and implement the market sectors. your job? mobile technologies. I have to constantly remind myself that In 2010, I’d like to continue increasing not everyone lives and breathes mobile my networking circle and developing marketing like we do. one-on-one connections with brands and the media. Too many people think that mobile mar- keting means SMS spam, which couldn’t What will it take to attract be farther from the truth. Lindsay Woodworth has worked at more women to mobile marketing? Handango and Q Investments. She is So educating marketers, especially those Since it’s a relatively young, dynamic in- based in Arlington, VA. PAGE 52 Mobile Marketer MOBILE WOMEN TO WATCH 2010
  • KRISTY YOUNG Associate director of mobile messaging ESPN “Mobile is a priority at ESPN and it’s exhilarating to be a part of something that is so rapidly growing” What do you most like about sure of where mobile fits within their Recruitment also plays a key role. your job? media mix. Building awareness of the mobile mar- My job is to utilize the coolest technol- Mobile is different from other digital keting field to women's interest groups ogy available to serve sports fans. media, and thus often not executed or and organizations would be a good start. What’s not to love? measured to its potential. Mobile is a great place to be right now! The mobile experience is so highly per- SMS is unique with its ability to activate sonal for consumers. When coupled with Your proudest achievement all other campaign platforms, as well as in mobile? the extreme passion that comes with stand on its own. sports, mobile becomes the perfect Every day I get to come to work and be medium to provide fans with the con- As an industry, we need to create stan- part of an amazing team at a great tent and interactivity they are passion- dards for metrics and measurement that company, and together we have a lot ate about, no matter where they are. will help advertisers find their way. of wins. It’s a great sense of achievement to What I consider a great achievement is What is your work priority know we are providing a service that how our team works together to stay on fans love. for 2010? the leading edge of technology without At the moment, we're focusing a lot of losing touch with our fans. I personally ESPN as a company also recognizes the our efforts on the Section 140 platform read every email that is sent about my potential for mobile and has made a sig- to take the mobile fan-to-fan conversa- products and incorporate fan feedback nificant investment to enable our team tion and interactivity to the next level. into my roadmap. to be competitive and innovative in this emerging market. We'll also continue to support our col- Where this is rewarding for me is in the leagues with mobile products and serv- results. ESPN Alerts generates the highest It is great to work for an organization ices around the sports events we carry, volume of standard SMS messages in the that committed resources early-on to a most notably World Cup 2010. U.S. for any single-source content provider. technology that many other companies still consider to be too new. Mobile is a Month after month I see the subscriber priority at ESPN and it’s exhilarating to What will it take to attract base grow with minimal promotion, but be a part of something that is so more women to mobile marketing? more importantly, fans are opting in to rapidly growing. It’s no secret that women tend to be receive more and more content. It makes under-represented in technical fields, me proud to know we are doing right by What’s the biggest challenge in which is unfortunate. our fans! your job? I have learned that there is a lot of cre- One of the biggest challenges with mo- ativity within high tech – which ap- bile is translating this highly targeted pealed to me – and women can bring a and personal media into revenue. unique perspective to the table. As women in the industry, we need to be As champions of the mobile industry, we more vocal role models about the types Kristy Young has worked at Genesys have a fantastic value proposition to of work we are doing and why Conferencing and Qwest Communica- share with advertisers who are still un- it’s enjoyable. tions. She is based in New York. PAGE 53 Mobile Marketer MOBILE WOMEN TO WATCH 2010
  • AMIELLE LAKE CEO Tagga Media “Running a business puts so many demands on you, from figuring out your capital needs, satisfying your customers, finding the right sta and staying di erent from your competitors” What do you most like about All of these pressures can cloud your within the industry and, of course, many your job? ability to focus on the end goal, which is great stories of successful women. delivering a great product to happy Meeting and working with bright people. clients and a fantastic return for your Your proudest achievement Forging partnerships to share in dreams shareholders. together. in mobile? What is your work priority Hearing customers gloat about our What’s the biggest challenge in for 2010? product and our sta . your job? Establishing a market presence in the Maintaining the ability to think clearly. United States as the agency solution for mobile marketing. Running a business puts so many de- mands on you, from figuring out your What will it take to attract Amielle Lake has worked at Western capital needs, satisfying your customers, Keltic Mines, Galdos Systems and Hay- more women to mobile marketing? finding the right sta and staying di er- wood Securities. She is based in Van- ent from your competitors. A culture of mentorship and support couver, British Columbia, Canada. PAGE 54 Mobile Marketer MOBILE WOMEN TO WATCH 2010
  • DEBORAH HALL CEO Web2Mobile “Currently 0.8 percent of email newsletters are optimized for mobile, yet 20 to 30 percent of folks are checking their email on mobile devices” What do you most like about email2mobile.ca, as well as launch two Currently 0.8 percent of email newslet- your job? more products focused at migrating dig- ters are optimized for mobile, yet 20 to ital content to mobile-friendly versions. 30 percent of folks are checking their I love the challenges and opportunities email on mobile devices. that the mobile space represents. What will it take to attract more women to mobile marketing? Our product Email2Mobile allows mar- The growth in the use of devices as an keters or content holders to create mo- important part of daily life, as well as I believe the more women who learn bile-friendly versions of their email the increased capability of the devices about the ROI potential of mobile mar- newsletters and similar to the function- themselves are a huge untapped oppor- keting, the more will jump into this area. ality of “Bit.ly for Twitter,” paste our tunity for marketers. Sometimes there is less proof and guar- links into the header of any email antees in areas of new technology like deployment system. What’s the biggest challenge in mobile, but that’s where the greatest opportunity for innovators lies. your job? Our product has proprietary analytics and software that allow tracking of de- The biggest challenge is never sitting In my opinion more programs focused at vice type – iPhone and BlackBerry – and back, but continuing to innovate and mentoring women about emerging tech- PVs/CTR. push the envelope to build nology will also further this goal. new products. Your proudest achievement This requires keeping up to date with in mobile? what the challenge for marketers and content holders will be, and how we can My proudest achievement is creating the solve their problems. www.email2mobile.ca product from scratch. What is your work priority After researching the gap between desk- for 2010? top to mobile products, this product was Deborah Hall has worked at Magnet My priority for 2010 is to continue the developed to address the gap in the Mobile, Yahoo Mobile and Publicis rollout of our latest product, email newsletter segment. Modem. She is based in Toronto. PAGE 55 Mobile Marketer MOBILE WOMEN TO WATCH 2010
  • DESPINA TAPAKI Project director WPP’s Joule “The biggest challenge in my job is seeing through the vaporware and understanding what is actually feasible, when and where” What do you most like about always get companies claiming they Your proudest achievement your job? have the best software, the best reach in mobile? and the best results in the market. There are two aspects of my job that I My proudest achievement in mobile has like equally. My challenge is to evaluate these claims to be the successful delivery of the Xpe- and get to the core of each o ering. ria mobile application in 2008. One aspect is delivering global By doing this, I am able to advise our mobile projects. clients on the best approach for their The application, prior to the iPhone App campaign and to help them avoid as Store release, was rolled out into 15 ter- The more di cult they are, the better, as many pitfalls as possible. ritories, 12 languages and achieved it gives me the challenge to push the 250,000 downloads. barriers and be involved with something that possibly has never been What is your work priority In terms of functionality the application done before. for 2010? had its challenges, like accessing the My work priority for 2010 is to make photo gallery of the phone and creating The second aspect is keeping on top of sure our team delivers our projects e - personalised animated screensavers on the fast-evolving technology. This en- ciently and to the high standard to the fly. ables me to evaluate and play around which our clients have become accus- with new apps and handsets and then in tomed and by doing so, pushing Joule to In terms of rollout, this was a great turn to present my findings to the rest the front end of mobile marketing. challenge as well due to the various op- of the team. erators and rules that each territory has. What will it take to attract This is a very vital part of my job as the The reason why I am so proud of this more women to mobile marketing? more we understand about the technol- achievement is because I feel we pushed ogy then the more interesting and inno- I think going forward we will see more the boundaries in terms of what was out vative Joule’s campaigns will be. women being involved with mobile mar- there in the market prior to the iPhone era. keting, as the sector is now becoming more known and more relevant to the What’s the biggest challenge in marketing world, in general. your job? The biggest challenge in my job is seeing Like Internet marketing, mobile market- through the vaporware and understand- ing started with more men as it was ing what is actually feasible, when more technology-driven, but now as it is and where. becoming more marketing-focused we Despina Tapaki has worked at AKQA, will see more women entering Amplefuture and ZIM Corp. She is Like with any other young industry, you the industry. based in London. PAGE 56 Mobile Marketer MOBILE WOMEN TO WATCH 2010
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