Mobile Marketer
TM
THE NEWS LEADER IN MOBILE MARKETING, MEDIA AND COMMERCE www.MobileMarketer.com
Classic Guide
Mobile Women to Watch 2014
A CLASSIC GUIDE November 2013 $595
CONTENTS PAGE 3
PAGE Welcome Mickey Alam Khan
16 Lisa Hu Blippar
4 Sarah Amitay Mobext
17 Danielle Ivey 7-Eleven
5 Alexis Berger Kargo
18
Lizzy Klein GrubHub Seamless
6 Wendy Bergh Walmart
19
Daisy Lai Mobile technology consultant
7 Katie Blair ExactTarget
20
Shuli Lowy Ping Mobile
8 Linda Boff GE
21 Megan McCurry Digitas
9
Allegra Burnette Museum of Modern Art
22 Iryna Newman OpenTable
10 Laura Chamberlain Fiksu
23 Karen Pattani-Hasen Aurnhammer
11 Rebecca Grimes Vibes
24
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Trisha Habucke Ford Motor Co.
Cheryl Sansonetti 5th Finger
25 Melissa Stevens Citi
13 Fatema Hamdani Syniverse
26
14 Monica Ho xAd
27 Tina Unterlaender AKQA
15 Erin Houg Starcom
28
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Andrea Teslia Pivotal Labs
Lisa West InterContinental Hotels Group
Mobile Marketer
MOBILE WOMEN TO WATCH 2014
Welcome M
obile Marketer’s Mobile Women to Watch 2014 list honors smart vwomen executives who are set to make a difference in mobile advertising, marketing, media and commerce in 2014.
Once the deadline expired, the Mobile Marketer team judged the nominees on their merits and whittled the list to those who showed the most promise to push the mobile envelope in 2014.
As with their predecessors in years past, this cut of honorees shares the same qualities: dedication to craft, ambition, leadership potential and educator. They are also quite aware of their role-model status as mobile becomes a more welcoming and appealing career option for talented women.
The list’s responses to questions confirm their choice. While the realities of an emerging medium are acknowledged, so is mobile’s place in the multichannel marketing and retail ecosystem. “I live in the future every day,” said Tina Unterlaender, director of mobile at AKQA, New York.
“I want to make mobile experiences that customers love and be an innovator and leader in mobile retailing,” said Wendy Bergh, San Bruno, CA-based vice president of mobile and digital strategy at Walmart.
MANY THANKS to Kristina Mayne for her art direction on this Classic Guide.
That sentiment is common to almost all the 25 women on the list representing brands, retailers, financial services firms, ad agencies and service providers.
Thank you also to Chantal Tode, Lauren Johnson, Rebecca Borison and Jodie Solomon for their nominations and judging. All judging was based purely on merit and potential to make a difference.
Good and great The fifth annual Mobile Women to Watch, this list includes executives from Walmart, Ford Motor Co., GE, Citi, InterContinental Hotels Group, 7-Eleven, GrubHub Seamless, OpenTable, Museum of Modern Art, Starcom, Digitas and AKQA.
This year also marks the beginning of a new annual companion conference called the Mobile Women to Watch Summit, scheduled in New York for Nov. 4. The roster of speakers includes senior executives from Coca-Cola, Ford Motor Co., Citi, Gilt Groupe, Macy’s, OpenTable and L’Oreal, as well as panelists from ad agencies, consultancies, publishers and service providers.
Also honored this year are executives from ExactTarget, Blippar, Mobext, Kargo, Fiksu, Vibes, Syniverse, xAd, Ping Mobile, Aurnhammer, 5th Finger and Pivotal Labs. These women know their place in history by associating with mobile at the ground-floor level. “It’s a whole new platform and a whole new behavior we’re creating,” said Lisa Hu, vice president of business development at Blippar, New York. Quarter backing Picking the 25 smartest women with potential was not easy. Mobile Marketer invited readers to send in their nominations. The Mobile Marketer team also had its own table of candidates.
Please read this guide cover to cover. These Mobile Women to Watch are set to distinguish themselves even further in 2014, no doubt realizing that mobile advertising, marketing, media and commerce’s ultimate job is to move product across category. “I have proven that we can leverage mobile to sell cars,” said Trisha Habucke, digital marketing manager at Ford Motor Co., Dearborn, MI.
Mickey Alam Khan Editor in chief
[email protected]
Mickey Alam Khan Editor in Chief mickey@ napean.com
Lauren Johnson Associate Reporter lauren@ mobilemarketer.com
Jodie Solomon Director, Ad Sales ads@ mobilemarketer.com
Chantal Tode Associate Editor chantal@ mobilemarketer.com
Rebecca Borison Editorial Assistant rebecca@ mobilemarketer.com
Kristina Mayne Content Assistant kristina@ mobilemarketer.com
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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, Mobile Commerce Daily, the Mobile Commerce Daily newsletter, MobileNewsLeader.com, Classic Guides, webinars, Mobile FirstLook, Mobile Marketing Summit, Mobile Women to Watch Summit, Mcommerce Summit and awards. ©2013 Napean LLC. All rights reserved. No part of this publication may be reproduced without
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Mobile Marketer
MOBILE WOMEN TO WATCH 2014
Sarah Amitay
Vice president and mobile marketing director
Mobext Boston
“From SMS to wearable technology, mobile is driving incredible change into almost every facet of our society, culture and economy” What do you like most about your job? Working in mobile for the last eight years has been a wellspring of inspiration and learning that has yet to run dry. From SMS to wearable technology, mobile is driving incredible change into almost every facet of our society, culture and economy. It has always been exciting to tap into that change every day and bring forward solutions that can solve our clients’ challenges. What is the biggest challenge in your job? For years now, mobile has been held back by its lack of conformity to online media measurement standards. I think that as the medium has matured, we are getting closer to more meaningful and tangible measurement and getting beyond the cookie. My challenge is working with our clients to demystify the technology and to work with my clients to take the leap forward. It is one that I relish. What is your work priority for 2014? Creating great experiences that inspire consumers and create meaningful connections between them and the brands
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we work with. For us, experience is everything and the brand experience is unapologetically amplified on a mobile device. As Will Rogers said, “You never get a second chance to make a first impression,” so we strive every day to create experiences on mobile devices that put our clients ahead of the competition. What will it take to attract more women to mobile marketing? As a woman who has been fascinated by mobile since the pre-smartphone dark ages, it has been heartening to see more and more women join the ranks of the mobile marketing space. In fact, my team is actually more than 40 percent female.
Building and working with an award winning team of diverse talents, creativity and deep passion for mobile. We are hungry for new challenges, and we push each other every day. I have never been more inspired. With this team, the sky is the limit for what we can achieve for our clients, as well as ourselves, as mobile devices continue to transform how we engage and communicate.
The good news is that in the last year alone I have seen a huge uptick in female CEOs, executives, designers, engineers and strategists. Perhaps that is due to the establishment of mobile in our culture, so it is a natural progression for women. I believe that leaders, regardless of gender, go where the money and innovation are. Right now, mobile is leading that charge. Your proudest achievement in mobile?
Mobile Marketer
MOBILE WOMEN TO WATCH 2014
Alexis Berger
Vice president of Midwest sales Kargo Chicago
“For me, it is not about attracting women or men to the business. It is about attracting the right people” What do you most like about your job? The constant grind. The notion that each day I have an opportunity to evolve our business, products and partners. I love that we are blazing a trail here at Kargo. We are bringing a whole different approach to mobile advertising. We are taking our clients by the hand for all things mobile. It is both a collaborative and intimate process. Kargo is exploiting the need for brand power in mobile. What is the biggest challenge in your job? The challenge is battling the misconceptions in the market.
or men to the business. It is about attracting the right people. I look for game-changers and, coincidentally, Kargo Chicago is currently staffed with nine women who move the needle in our business. Your proudest achievement in mobile? Everything we are doing over here at Kargo. We are running a profitable business and we are completely organically grown. I see the impact we are having in the industry and I can think of nothing more exciting to watch.
I like to consult as opposed to sell. The outcome of this approach is not what folks always want to hear, but I am okay with that. What is your work priority for 2014? Job number one is to grow our market share. In order to do that we have to grow our most valued resource, our people. What will it take to attract more women to mobile marketing? For me, it is not about attracting women
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Mobile Marketer
MOBILE WOMEN TO WATCH 2014
Wendy Bergh
Vice president of mobile and digital strategy Walmart San Bruno, CA
“I want to . . . be an innovator and leader in mobile retailing” What do you most like about your job? Mobile has allowed me to work at the forefront of retail by delivering innovative shopping solutions for our customers that are a part of the next-generation Walmart. I truly enjoy being able to better serve our customers and to help them save more time and more money with us. What is the biggest challenge in your job? Our mobile strategy is focused on delivering a seamless shopping experience to our customers anytime and anywhere. To accomplish this, I must drive alignment in strategy and execution across multiple departments within Walmart, including mobile product and development, marketing, store systems, online systems and store operations. Given the size of our company, accomplishing this takes time and effort, but when we have alignment in execution, then we serve our customers best. What is your work priority for 2014? My goals are really straightforward. I want to make mobile experiences that customers love and be an innovator and leader in
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mobile retailing. What will it take to attract more women to mobile marketing? To continue to attract women into mobile it is important for them to see a clear path into leadership roles and to have programs to support their development. Programs like associate resource groups, mentor circles and other formal programs can significantly impact a woman’s decision to join an organization. In addition, it is critical to have women be a part of the interview panel so that candidates can see leadership in action. Your proudest achievement in mobile? I am most proud of how I have enhanced our customers shopping experiences by providing seamless, anytime, anywhere access to Walmart. Our Walmart apps are rated at 4-plus stars on the iOS and Android App stores. When our customers are happy, then I am happy too.
Mobile Marketer
MOBILE WOMEN TO WATCH 2014
Katie Blair
Global advertising manager ExactTarget Indianapolis, IN
“I have an opportunity to learn new technologies and trends to keep up with the fast pace, and that makes coming to work exciting” What do you most like about your job? ExactTarget’s mission is to inspire marketers to drive phenomenal business results and connect with their customers in new ways.
Another exciting challenge of my job is the ability to iterate ExactTarget’s campaigns to continuously increase our ad performance.
One of the primary ways we carry out this mission is by delivering relevant, cuttingedge content to the market via advertising.
I enjoy leveraging new technologies and optimizing our campaigns to achieve maximum results.
I love being able to define and execute ExactTarget’s advertising strategy and bring marketers best-in-class content to help them develop their marketing programs further.
What is your work priority for 2014? My goal for 2014 is to keep a keen eye on emerging trends in mobile and become a prime example of best-in-class mobile advertising.
I also enjoy the constant evolution of the digital marketing industry.
I would like our campaigns to serve as a model that our clients and prospective clients can look to as a leading benchmark in the industry.
Every day, I have an opportunity to learn new technologies and trends to keep up with the fast pace, and that makes coming to work exciting. What is the biggest challenge in your job? My biggest challenge is making sure that ExactTarget’s best-in-class content is served into hands of the right audience. Even the most compelling advertisement will not generate the right demand for our mobile products and services if the right decision makers do not see it.
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Your proudest achievement in mobile? It is such an honor to be part of this prestigious group of women. I am also extremely proud of the influence the campaigns I manage have on the mobile marketing community as well as their impact on ExactTarget’s success.
What will it take to attract more women to mobile marketing? I believe that educating young women entering the workforce about the career opportunities in mobile marketing will be a key factor in attracting women to the industry. Women’s networking groups that provide a place for women to connect and learn about the exciting career opportunities in mobile are also a huge opportunity to bring women into mobile-related fields.
Mobile Marketer
MOBILE WOMEN TO WATCH 2014
Linda Boff
Executive director of global brand marketing GE New York
“[Instagram] has allowed us to show how sexy big industrial machines can be” What do you most like about your job? Practically everything. It is an amazing time to be in the media, advertising and mobile space. Emerging platforms allow marketers to test and iterate constantly, and the opportunity to engage directly with audiences makes us work smarter than we ever have before. What is the biggest challenge in your job? Focus. Along with the many new platforms, apps and partners, comes the challenge of placing a few bets and seeing what works particularly well.
I think awards like this help to throw a spotlight on the topic, which is always important. Your proudest achievement in mobile? I love the work my team has been doing in Vine. We pioneered an idea called #6SecondScience which turned into a whole science fair this summer, attracting 600-plus user-generated vines. I am also very proud of our work on Instagram. GE has been on the platform since April 2011 and it has allowed us to show how sexy big industrial machines can be.
What is your work priority for 2014? Developing platforms and ideas that scale globally and are relevant locally. For a multinational company that operates in 160 countries, we think about this constantly. What will it take to attract more women to mobile marketing? I see a lot of young, talented women in mobile marketing, which is a great start.
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Mobile Marketer
MOBILE WOMEN TO WATCH 2014
Allegra Burnette Creative director of digital media
Museum of Modern Art New York
“Digital is not just about one department. It is becoming part of the fabric of our institution” What do you most like about your job? The variety of my job is one of the things I like the most about it. In addition to mobile, I oversee all of the projects for our Web site, MoMA.org, as well as the lobby screens program, kiosks and more. I get to work with people across all departments of the museum — from curatorial to education to marketing and more — as well as collaborate with a fabulous group of both internal and external designers and developers, all with the goal of advancing people’s understanding of and engagement with modern and contemporary art. Each day is a new and exciting experience. What is the biggest challenge in your job? The biggest challenge is how to prioritize our myriad of projects in order to make the best use of the resources we have.
2014 is going to be a really key year for us in many ways, most notably with major updates to our mobile program and our Web site. But equally important are the internal structures we have put into place to enhance communication, empower stakeholders and coordinate strategic planning. Digital is not just about one department. It is becoming part of the fabric of our institution.
This honor is in recognition of all of their hard work and I am proudest of the team and all we have achieved together.
What will it take to attract more women to mobile marketing? Certainly early education and mentorship help the mindset that mobile is not gender-specific. Because of the support I have had in my career and personal life, it has never occurred to me to think of myself as an outsider in this field. And for those of us who have reached a certain point in our professional lives, it is important that we in turn support and lift up others so that they feel included rather than excluded.
We have lots of ideas and aspirations, but we need to be able to match those with time, people and financial resources in order to bring them to fruition.
This recognition from Mobile Marketer is an amazing honor, but it’s one ideally we won’t need to call out in future years.
What is your work priority for 2014?
Your proudest achievement in mobile?
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The digital media team I lead is made up of an incredibly talented and dedicated group of producers, designers and developers, and they not only bring these projects to life but make the process a pleasure every day along the way.
Mobile Marketer
MOBILE WOMEN TO WATCH 2014
Laura Chamberlain Marketing coordinator Fiksu Boston
“Mobile is the new normal”
What do you most like about your job? I am lucky enough to work every day alongside the best and brightest in the mobile industry. Fiksu’s CEO, Micah Adler, was named “one of the world’s smartest entrepreneurs” by Inc. magazine. The rest of our team comprises mathematicians, technologists and online marketing veterans that are incredibly enthusiastic.
standout in an overcrowded marketplace. What is your work priority for 2014? Continuing to grow our impressive list of clients.
It is safe to say I learn something new every day.
Fiksu currently works with 33 of the Top 50 grossing game publishers, as well as 2012’s Game of the Year and App of the Year, but as more and more familiar brand names are entering the app space, our priority is to help them understand both the importance and the complexity of app marketing.
What is the biggest challenge in your job? Eighty-seven percent of consumer time spent in mobile is in apps – the opportunity here is undeniable.
What will it take to attract more women to mobile marketing? Since starting my career in mobile, I have been lucky enough to work with a series of women as role models and mentors.
However, with such a large opportunity comes a big challenge. 26 percent of all app downloads are used only once, and the average mobile user has 40 apps, but only regularly uses 15.
One of the keys for women already in this space is to share their expertise and talents with up-and-coming women, helping them to expand their influence.
The challenge for app marketers is how to effectively promote relevancy in such a disposable experience. The challenge for me, and all of us at Fiksu, is to empower our clients with the tools necessary to successfully rise above the clutter and
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Mobile is an exciting and ever-changing space, and it can be intimidating to work amongst people that have been living and breathing it for years. With the continued help and knowledge sharing from seasoned veterans – both
men and women alike – I think anyone could find a fit for themselves in this thriving market. Your proudest achievement in mobile? Over the past year, I have led a program that has taken Fiksu from city to city helping to educate app marketers on the $100 billion mobile app opportunity. Mobile is the new normal. It has moved from being a platform or an advertising channel to being the predominant way that people receive and share information, communicate and stay in touch. The new normal means that it has become the primary way to build a business and to build your brand. I have been extremely proud of the caliber of marketers and mobile experts we have been able to bring together, and of the education and conversation we are spreading. At Fiksu, we believe that the foundation of a successful mobile strategy lies in having the knowledge to make smart decisions that will take your app to the next level. Being able to provide this insight to companies of all sizes – from big brands to independent publishers – has been extremely exciting and rewarding.
Mobile Marketer
MOBILE WOMEN TO WATCH 2014
Rebecca Grimes
Senior director of product marketing Vibes Chicago
“You never really notice the lack of women in mobile until you attend an industry event” What do you like most about your job? That is an easy one. I was born to be a marketer. I love figuring out how to communicate new information in a way that helps our internal teams and external clients and prospects understand the emerging and sometimes complicated mobile landscape. It is especially rewarding when I see clients take my creative ideas and use them to help move their brands forward. Also, I’m lucky to work with the smartest and most talented people in mobile. In this field, we are faced with new and exciting challenges every day. It is their passion and commitment to our customers that motivates me. Not to mention their infectious humor and incredible personalities make work even more fun and the day fly by. What is the biggest challenge in your job? Two things: one small, one big. It is no secret that mobile is a rapidly changing industry, and because of that I have to stay on top of the latest innovations and emerging technologies.
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The bigger challenge is acting as the conduit in the organization between multiple teams – product, sales, service and operations – and helping them stay up to date. I have to be the bridge that takes what is happening in the industry and tailoring it to our clients’ needs by packaging it into strong value propositions that gets them quickly from point A to B. What is your work priority for 2014? In 2014, my priority is to help brands understand the mobile consumer’s expectations for engagement and then translate that into an effective mobile marketing program. Using advanced segmentation, targeting and personalization, marketers can create even closer connections with their most valuable customers with smart, targeted and relevant mobile experiences. It is all about creating personalized connections that will make consumers want to know more – and interact further – with their favorite brands. What will it take to attract more women to mobile marketing? You never really notice the lack of women in mobile until you attend an industry event and see that we are clearly outnum-
bered. Attracting women to mobile marketing will require a mix of getting people while they’re young in college with interesting academic curriculums and drawing from an existing talent pool of women in other related industries. I believe everyone in mobile has a responsibility to promote the excitement about this fulfilling industry and its growth potential for talented marketers. So we all need to combine our collective power to keep advancing mobile’s future leaders. What is your proudest achievement in mobile? Through testing, research, validation and education that started with an MVP-style product, I was able to – with the support of a very valuable team – create a new opportunity for Vibes to emerge as the industry leader for non-payment mobile wallet programs. Seeing firsthand the power behind mobile wallet, I’m incredibly passionate about continuing to drive awareness about this game-changing marketing tool. And I am even more excited to continue learning and growing in an industry that has become part of my DNA.
Mobile Marketer
MOBILE WOMEN TO WATCH 2014
Trisha Habucke
Digital marketing manager Ford Motor Co. Dearborn, MI
“I have proven that we can leverage mobile to sell cars”
What do you most like about your job? Applying new technology to old established sales techniques. This has been the pattern throughout my career at Ford. Whether it has been the Internet replacing the printed brochure, email replacing snail mail or mobile replacing email, I have always been part of bringing new technologies into the marketing space. I personally believe the next frontier will be bringing mobile technology to the owner space with the connected car. I am excited to be part of this too. What is the biggest challenge in your job? Getting proper funding and resources for my initiatives is by far the biggest challenge. As most people in the business know, Ford has a large marketing budget but with so many vehicles to promote, there are competing priorities. Thankfully this is getting easier as mobile proves to be an invaluable tool in reaching our customers and staying engaged with them through their ownership cycle. It has also aided in increasing brand awareness and favorable opinion. Also, I have proven that we can leverage
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mobile to sell cars. A good ROI never hurts when asking for money. What is your work priority for 2014? Taking my mobile sites to the next level with the newest technology. Ford.com and Lincoln.com will get a facelift with the latest creative and groundbreaking technology. Also, I would like to bring my development team physically closer to my creative team so that changes can occur faster and we can quickly respond to the marketplace. My SYNC and Owner work will assume priority as well. What will it take to attract more women to mobile marketing? Honestly, I have been amazed at the number of women I have encountered in the mobile space. At my last mobile speaking engagement, I was pleased to see women from major brands showcased. Not only did they speak eloquently but they seemed to have a deep understanding of mobile’s technical capabilities and how to apply that to their marketing strategies.
by men because of the technology that is involved, so I think that women need to incorporate more technology into their studies. I got a computer science minor along with my marketing major and it has allowed me to work on cutting-edge initiatives over the years such as digital and email. Mobile was a natural next step for me. Your proudest achievement in mobile? I want to go even further. My proudest achievement at Ford is mobile. As everyone knows, Ford is a very mature manufacturing company. Convincing our senior leaders that mobile is an invaluable tool for selling cars and trucks has been quite an achievement for me. Now it is just assumed that every integrated marketing plan will have a mobile component. Also, being part of the SYNC connected car initiative has been a highlight.
Generally speaking though, the emerging media space tends to be dominated
Mobile Marketer
MOBILE WOMEN TO WATCH 2014
Fatema Hamdani
Global account director Syniverse New York
“It is easy to see that this industry is one that fosters creativity, emphasizing the importance of ideas over gender” What do you most like about your job? I have the privilege of supporting some of the largest brands in the world as my organization, Syniverse, serves eight out of the top 10 banks in the U.S., a number of the largest retailers and hotel chains, two major banks in Asia, and three of the top five airlines. These companies all truly understand mobile’s impact, and whether it’s a global rollout across more than 50 countries, Passbook integration, or any number of other services we have employed, I take pride in the fact that they have come to Syniverse for help with customer engagement, retention and acquisition.
Apps and the mobile Web might be the trend du jour, but a simple SMS campaign provides maximum reach and can result in a consistently-pleasant customer experience. Pinpointing the importance of a scalable and reliable solution that equips the brand with optimal reach can be a challenge, but it’s something that I love to do. What is your work priority for 2014? Customer focus is a huge priority for each of us at Syniverse, and we will continue that laser focus in 2014.
Each of those verticals has its own interesting and distinctive opportunities, and it is incredibly rewarding to work with a brand on incorporating unique mobile, location and social technologies into their strategies.
By using a multitude of solutions, including our innovative customer engagement platform, messaging hub for SMS, MMS and push, and utilizing geolocation to deliver the most contextual and relevant messaging, we will look for new approaches to help our customers reach their end users and differentiate themselves from their competitors.
What is the biggest challenge in your job? As part of our process, we sometimes have to help the customer understand that the most effective method might not be the flashiest, and assist them with explaining that rationale to their stakeholders.
What will it take to attract more women to mobile marketing? The mobile marketing landscape is evolving and growing constantly, and I couldn’t imagine a more opportune time for women to enter the arena and blaze their own trails.
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When I think of the supremely talented female marketers I work with on a regular basis, including our organization’s CMO, it is easy to see that this industry is one that fosters creativity, emphasizing the importance of ideas over gender. Your proudest achievement in mobile? There are several, but one that particularly resonates with me is our involvement with the text4baby program. Syniverse has donated its resources, messaging connectivity and ongoing support to power the award-winning program, which provides pregnant women and new mothers with free text messages containing information to help them care for their health and their babies.
Mobile Marketer
MOBILE WOMEN TO WATCH 2014
Monica Ho
Vice president of marketing xAd New York
“The mobile space is evolving so quickly that no one can really call themselves an expert” What do you most like about your job? The thing I love most about my job is that I am constantly learning. The mobile space is evolving so quickly that no one can really call themselves an expert. Every day there is some new technology released or product developed that simplifies, enhances or completely changes the way we do things. This industry really keeps me on my toes. What is the biggest challenge in your job? Deciding where to focus my time. As the vice president of marketing for a fast-growing startup in an even fastergrowing and evolving industry, there are just not enough hours in the day to pack everything in. Each day has to be carefully balanced to not only get the critical work in that moves our business forward, but allows enough time to also work on things that will ultimately drive the industry forward through first-to-market research or initiatives we are leading and driving through the many associations we participate in. This leaves about 30 minutes around
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4:30 a.m. to get a little beauty sleep.
published case studies conducted locally.
What is your work priority for 2014? I have three of them for 2014.
What will it take to attract more women to mobile marketing? I think having very visible and active female role models that have a leadership role in the industry who can clearly articulate the growth and opportunity in mobile is critical. I applaud the efforts of Mobile Marketer in highlighting the roles that women play in our industry.
First, to help build education, awareness and adoption around a common measurement technique that will show the impact and value of location-targeted mobile ads to driving in-store traffic and sales. Second, continue our research in partnership with Nielsen to build transparency around where mobile fits into the overall consumer path-to-purchase by specific industry verticals. 2014 will be our third year of conducting this type of research. It not only helps us to educate marketers on the proper use of mobile within their overall marketing mix by industry, but it provides key insights into how consumers are currently using and engaging with mobile. This allows our marketers to better integrate themselves into the consumer experience rather than disrupting it.
Your proudest achievement in mobile? Being selected as a Mobile Woman to Watch, of course. A close second to this, though, would have to our recent launch of our “In-store Traffic Lift” (ITL) measurement product which we co-developed through a third party. This was such a great achievement as it was the industry’s first true measurement of mobile’s ability and impact in driving offline in-store visits.
Finally, we will continue our expansion into international markets by continuing to educate agencies and marketers on the value of location-based mobile ads. We will do this through market research and
Mobile Marketer
MOBILE WOMEN TO WATCH 2014
Erin Houg
Senior vice president and digital director Starcom Chicago
“We need to remember that mobile is mainstream for customers and should be mainstream for marketers” What do you most like about your job? I love that I get to work with talented and smart people in a very collaborative atmosphere.
choices we make are rooted in a strong consumer understanding, as well as solid technology, in order to deliver the best possible results.
At Starcom, I am constantly learning from and collaborating with my team on solving client and industry challenges.
What will it take to attract more women to mobile marketing? I really do not see much of a gender gap when I look around at my colleagues, and I believe women are active and leading in mobile now and into the future.
What is the biggest challenge in your job? At Starcom, we believe there is no first screen. It is not about following a sequence, but rather understanding simultaneous and overlapping usage to make an impact at the right moment. A consumer’s decision process rarely follows a truly linear pattern, so we need to constantly remind ourselves and our clients to break free from that mindset. Consumers are screen-agnostic and will rely on the one that most accelerates their path to content or best enhances their current experience. What is your work priority for 2014? Taking time out to pause and think about the underlying trends behind emerging mobile technologies.
We need to remember that mobile is mainstream for consumers and should be mainstream for marketers, all while keeping in mind the unique technological opportunities that can be leveraged. Your proudest achievement in mobile? My proudest moments are when we use mobile in a way that fully leverages context and location data to solve a client challenge. Mobile provides a unique opportunity to close the loop to purchase at bricks-andmortar stores, as well as to intersect with consumers whenever and wherever they want content.
We need to make sure that any marketing
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Mobile Marketer
MOBILE WOMEN TO WATCH 2014
Lisa Hu
Vice president of business development Blippar New York
“It is a whole new platform and a whole new behavior we are creating“ What do you most like about your job? I like that each day there is always something new I learn or experience that makes our company grow stronger. It could be a new fascinating opportunity, tech innovation, data insight, new hire or any other discovery. Additionally, anything we do, we are adding value in some way for our client and end-consumer. What is the biggest challenge in your job? I think educating people and companies about how our work is just not about augmented reality, as our app goes completely beyond delivering an object popping out at the phone. It is a whole new platform and a whole new behavior we are creating. Consumers are pulling unique, interactive content with brands, saving content to their phones, sharing with friends on Facebook, Twitter, etc. But this is a natural barrier and we are already seeing many companies understand the differences. What is your work priority for 2014? While we already have successfully partnered with hundreds of major brands,
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retailers and media owners, we aim to partner with many more clients to provide more blippable content for consumers, shoppers and readers, whether they are at-home, in-store or on-the-go. We also look forward to expanding our self-service Blippbuilder Web tool, which will allow publishers and agencies or third parties to create interactive experiences via the Blippar app. Both of these initiatives will further allow the physical world to come to life so consumers can blipp various products and print each day.
global brands - Procter & Gamble, CocaCola, Pepsi, Anheuser-Busch and Estee Lauder, among others - within our first year of launching our New York office. That is an indication that companies are becoming fully aware that using one platform or app to provide content to their consumers is the right way to significantly drive up engagement and ultimately sales. And with these campaigns coming through our app, more and more consumers understand what it means to blipp.
What will it take to attract more women to mobile marketing? I think we need to let them know that there are currently massive innovations and milestones happening in the mobile marketing space, across all industry verticals, particularly ones that they can resonate more with, for example, fashion and beauty. They have opportunities to help make a difference and a big impact in this surging space. Your proudest achievement in mobile? Successfully partnering with the largest
Mobile Marketer
MOBILE WOMEN TO WATCH 2014
Danielle Ivey
Senior manager of digital marketing 7-Eleven Dallas, TX
“My reward is overhearing more people talk about mobile, mobile executions and brand-building” What do you most like about your job? I have loved marketing since I was a child thinking about where to put a lemonade stand — on the golf course during a charity event, of course. 7-Eleven is a part of so many lives and is hopefully making every day better, and I am lucky to lead its digital marketing. It is an incredible opportunity to affect every mobile channel — sites, apps, social, loyalty — and see the integrated marketing results. What is the biggest challenge in your job? I get so excited about all of our projects which are moving us one step closer to the guest and a more personalized experience. My biggest challenge is focusing on what work makes the greatest impact and keeping that focus. What is your work priority for 2014? I plan to continue my work on overall integration of digital tools, marketing channels and mobile verification, both throughout the business and with our many vendor partners. We’ve made some amazing steps for-
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ward in educating the organization about digital technology and the benefits it can bring to the guest.
Most importantly, I was proud to see my mobile work come alive through the personal experience of gift giving.
My reward is overhearing more people talk about mobile, mobile executions and brand-building. This is very fulfilling, so I hope for more.
I got to see my family and friends trying it out, showing one another how to scan, laugh at their recordings and create that special moment.
What will it take to attract more women to mobile marketing? I think it is really important to continue sharing your work and commit to teaching others. We all want to be inspired, so it is imperative to personally build opportunities and showcase the industry. Your proudest achievement in mobile? In 2011, I worked on a project called Santa Tags at J.C. Penney. Essentially, it was a gift tag with a QR code that allowed the gift giver to record a voice message, place the tag on the gift and the recipient could scan the QR code or dial in to hear the personalized message. I was honestly a little shocked to bring the project from concept to funding, and then to the holiday sales counter.
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Lizzy Klein
Vice president of product GrubHub Seamless New York
“I think it is important to demystify the category and encourage women with all kinds of backgrounds to consider a digital path” What do you most like about your job? So many things. First, I love working for a company that delivers food happiness — who would not? I also appreciate that our business lends itself so readily to mobile channels on both sides of the marketplace: diners and restaurants. My job spans both audiences, as well as desktop solutions, so my team is able to think holistically about a variety of customer experiences. What is the biggest challenge in your job? Prioritization.
What will it take to attract more women to mobile marketing? As with any area that feels or sounds a bit technical, I think it is important to demystify the category and encourage women with all kinds of backgrounds to consider a digital path. Your proudest achievement in mobile? Watching Seamless’ business grow from only one percent mobile to over 40 percent in less than three years. Awards and accolades are wonderful, but nothing says good job more clearly than making the sales.
We have got a backlog of no-brainer projects and it can be challenging to shelve a great, ROI-positive idea, even if it is taking a backseat to a great, even-more-positive ROI idea. What is your work priority for 2014? Integration. GrubHub and Seamless merged in August 2013 and we are already off to the races on projects that will benefit our restaurants and diners. PAGE 18
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Daisy Lai
Mobile technology consultant New York
“Conversations around implementing and growing a mobile strategy are common, but there is no one-size-fits-all answer” What do you most like about your job? I support an array of clients and it is rewarding to see mobile campaigns achieve real-world success and know that I helped cultivate the idea from its infancy. In addition, I have been fortunate to work with many talented and driven colleagues throughout my career who are supportive and drive me to excel. They play a pivotal role in what makes my job fun and keep me motivated. What is the biggest challenge in your job? Conversations around implementing and growing a mobile strategy are common, but there is no one-size-fits-all answer. The term “mobile” encompasses so many things and it can be intimidating for brands that are just now getting involved. The challenge is to help prospects and clients explore their options to discover the custom solution that is best for them. Being a source of expertise not only means listening to a client’s ideas, but diving deep past surface-level objective and capabilities to create a truly tailored proposal that complements and enhances what the brand represents.
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What is your work priority for 2014? Mobile marketing is evolving so rapidly that there’s a great need for education in the space. My priority is to help brands understand the importance of adopting mobile strategies that enable them to grow and strengthen customer relationships. Mobile relationship management solutions enable brands to have an always-addressable audience that they know more about than ever before, and that is really powerful. More than any channel up to now, mobile requires laser-focus on delivering the right message at the right time, as irrelevant or poorly timed communications risk swift abandonment. What will it take to attract more women to mobile marketing? I believe the demographics of the mobile workforce are changing. A few years ago, mobile trade show floors were predominantly filled with male attendees. Now there seems to be a growing number of women in key roles, likely due to rising mobile career opportunities and recognition of mobile as being the future
of customer engagement. Also, mobile has traditionally been viewed as a technology, but we have seen a shift to focus on the strategies and benefits it drives such as marketing, customer support and employee and partner enablement. This wider focus piques interest on a broader scale. Your proudest achievement in mobile? Throughout the seven years I have spent in the mobile ecosystem, I take pride in staying abreast of a fast-paced industry — and sometimes a step ahead — so that I can help clients navigate through the complexities. I was the fourth U.S. employee at MX Telecom and saw it grow to over 100 employees worldwide while directly contributing to its ascension up the ranks of top U.S. SMS mobile aggregators, leading to its acquisition. As apps and mobile wallets gain rapid adoption, I found myself at the ground floor of mobile’s new chapter, having become Urban Airship’s first East Coast employee a little more than a year ago. Inevitably, more shifts will happen and I can barely wait to see what’s to come.
Mobile Marketer MOBILE WOMEN TO WATCH 2014
Shuli Lowy
Marketing director Ping Mobile Beverly Hills, CA
“There are always new products, new regulations and new futuristic technologies to explore” What do you most like about your job? My job is an absolute adventure. One of the greatest things about working for a mobile marketing company is that you are never marketing one product or item. Over the past year alone I have worked with marketing personnel of movie production companies, auto brands, hospitality chains, banks, apparel lines and musicians. Each time I meet with a new client I get to learn all about what it means to market within their industry, from the challenges to the opportunities to the untested ground. The mobile field itself is also never at a standstill. There are always new products, new regulations, and new futuristic technologies to explore. It is a dream of an educational experience. What is the biggest challenge in your job? The most challenging aspect of my job is when I sit at a table with brand marketers and we all know that something can provide their brand substantial value, but for some technical reason it cannot
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be implemented. I am a passionate marketer, and watching something operate well when I know it can be amazing can be a frustrating injustice. What is your work priority for 2014? My goal for 2014 is to continue to play my part in propelling the mobile marketing field. I will continue running and participating in educational events to help marketers understand the options available to them within mobile marketing, how to run effective, targeted campaigns, and I will work to ingrain an awareness of legal and social regulations related to mobile. Additionally, I will continue to take an active role in contributing to thought leadership, facilitating opportunistic networking, and remaining at the forefront of mobile marketing adoption. What will it take to attract more women to mobile marketing? Attracting more women to mobile marketing will require targeted exposure to the magic of this industry.
midst of making their career choices. Get involved in your local universities and enlighten women about the prospects available within mobile. If you know of women who are in a transition period, speak to them about the opportunities provided in the mobile marketing space. Mobile marketing is one of the few industries that is witnessing an increase in job openings. Let us do our part to fill them. Your proudest achievement in mobile? Heading campaigns that perform well or go viral is an incredibly rewarding experience. However, my proudest achievements to date are the contributions I have made to empower others within this industry. At the end of the day, my work is finite. Creating strategic partnerships, educating marketers to make better decisions and filling mobile marketing job openings enables me to take my stick figure of influence and add on a spider web of branches that extend far beyond sight. That makes an impact.
Each of us needs to make an effort to market this field to women who are in the
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Megan McCurry
Vice president and group media director DigitasLBi Chicago
“Every day, every moment, brings something new and generally unexpected” What do you most like about your job? Being constantly surrounded by such amazing, thought-provoking people is easily number one. Every day, I am inspired by our internal teams and challenged by our publisher partners and clients to solve our business challenges. We get to flex into different directions, push convention and stretch our minds together in pursuit of what’s next. What is the biggest challenge in your job? The unpredictability of what might come at you on the next given hour of a day. Every day, every moment, brings something new and generally unexpected. Whether it is a new pitch or project arising, some adver-mergency that needs mitigating or a team mate that needs support, there is never a dull moment — and I would not have it any other way. What is your work priority for 2014? Twofold. First, making mobile marketing easier and more accessible for our teams, taking what we have built as standard approach within our mobile practice and applying it more broadly throughout
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the organization. Second, expanding our context graph to include even more robust datasets to further power insight generation, help identify opportunity moments to connect with our consumers, and quantify success for our brands using mobile data deeper than we have today. What will it take to attract more women to mobile marketing? I am always shocked at the lack of women speaking or on panels when I look around a mobile conference or event. Men continue to be center-stage. I have had the pleasure of working with a lot of really smart women in our industry, and we need to encourage these women to be seen and heard just as much as our male counterparts. Providing a forum for women to step up and learn about mobile is huge. Chicago has a Women in Wireless chapter that meets routinely, which gives women an opportunity to get involved in the local mobile marketing community and network among peers.
A few years back when I first began practicing mobile marketing, I had a significant reality check. Until then, mobile had been largely theoretical, something I poured through research to study while I proselytized ideas of what we should be doing. Then, I started work on a direct response-driven business where the only thing that mattered were results. Theories didn’t cut it and I had to make our mobile programs work fast. It was a tough road with some challenging client partners and a volatile business climate, but by rolling up our sleeves and working hard to identify what drove the mobile business results, we figured it out. In fact, we ended up surpassing our goals and even getting substantial incremental budget. Though achieving our results was rewarding, I look back and most appreciate the how experience formed the foundation of my practice today. And my current confident self wants to go back in time and reassure my tired, frustrated past self that it was all worth it.
Your proudest achievement in mobile? Mobile Marketer
MOBILE WOMEN TO WATCH 2014
Iryna Newman
Head of mobile growth OpenTable San Francisco
“Having years of experience does not always equal knowledge”
What do you most like about your job? I love how multi-faceted mobile marketing is. It is very rewarding to be able to make a measurable impact on the business while working with great talented people from both internal and external teams. Another aspect of the job I am grateful for is having the opportunity to be constantly testing the latest platforms and mobile solutions. You get to apply emerging opportunities and provide feedback into the ecosystem about what works and what doesn’t, which oftentimes helps shape the next iteration of mobile ad tech. What is the biggest challenge in your job? All of us working in mobile space appreciate the complexities and challenges around mobile tracking, attribution and analytics. As an industry we have made tremendous progress over the last few years, but that also means that technology is evolving very quickly and we must learn just as quickly. In a fast-moving space like that, having years of experience does not al-
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ways equal knowledge, and so every day it is important to have a mindset of a student. The speed of innovation is very humbling and it is from that place that one can keep learning and achieving results. This challenge creates the biggest opportunity to learn, innovate and push the envelope. What is your work priority for 2014? With an increasing number of users visiting from mobile devices, we challenge ourselves to continually test, innovate and take risks with our mobile marketing and adoption strategies. You can expect us to invest heavily behind increasing the adoption of our mobile apps among new and existing customers.
who can learn about this career path. Additionally, it will take every single one of us educating and mentoring, not only young women early in their careers, but also each other. I believe that being generous with sharing our knowledge and experience with female peers will not only help us stay focused but also foster innovation in this field. Your proudest achievement in mobile? Mobile can be intimidating because of how different it is from online, so any time I am able to help others feel more comfortable in making decisions around mobile investment, I feel proud.
Mobile is an increasingly important part of our business and we know that once diners start using our apps, their propensity to use OpenTable increases. What will it take to attract more women to mobile marketing? Events like the Mobile Women to Watch Summit help increase the visibility of the field, which is very important. It is especially great that there will be attendees that are students from local universities,
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Karen Pattani-Hason
New business and partnerships director Aurnhammer New York
“Ladies, do not be intimidated by the complexity of mobile”
What do you most like about your job? I love my job. I get to talk to agencies, brands and business owners about how mobile can improve their performance and help achieve their marketing goals. I help those who are unfamiliar, intimidated or overwhelmed with all the choices in the marketplace to choose mobile solutions that matter for their businesses, that make a real impact on their strategic goals. What is the biggest challenge in your job? The biggest challenge to my job is convincing executives to step up their mobile strategy. If they built an app or a WAP site a few years ago, it is probably out of date. Some early mobile efforts were unsuccessful for a variety of reasons, such as little marketing support, insufficient analytics, failure to integrate with other channels and so on. The market has evolved. A properly conceived and executed mobile strategy supported by the right mobile tools and analytics is worth the budget to get it right. What is your work priority for 2014?
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My priority for 2014 is to make successful connections and partnerships happen to generate the most business. Aurnhammer is an incredible team of creative and technical wizards adept at developing the tools that transform consumer engagement on mobile devices. My priority in 2014 is to connect them to the clients and partners ready and able to take advantage of their incredible capabilities. Another client of mine is on the verge of greatness in the mobile enterprise niche. 2014 is shaping up to be a very big year. What will it take to attract more women to mobile marketing? Mobile, like most tech, has been a maledominated vertical for quite some time. This can be daunting to women without a tech background.
client service side, as many of the skills required for success in client service and relationship and account management transfer to mobile. We are a small, but growing group. Your proudest achievement in mobile? My proudest achievement in mobile so far is being able to work with incredible clients on impactful stuff. I am working on projects I am passionate about, and that is a gift. My second proudest moment was closing a huge deal with a Fortune 100 client after nine months of gentle persistence. A woman’s touch.
Ladies, do not be intimidated by the complexity of mobile. Yes, there is a lot to learn, and it’s always changing and evolving, but if you are an innovation and disruption junkie like me, that is what makes it fun. I believe many women have the capacity to do well in mobile, especially on the
Mobile Marketer MOBILE WOMEN TO WATCH 2014
Cheryl Sansonetti
Marketing Manager 5th Finger, a Merkle company San Francisco
“Nothing in the mobile industry is stagnant, and it keeps every day interesting” What do you most like about your job? I love being in an industry that is on the leading edge of technology and marketing. Nothing in the mobile industry is stagnant, and it keeps every day interesting. What is the biggest challenge in your job? What I like most about my job is also the most challenging. Technology and consumer behavior are evolving so fast it can be a challenge to keep up. It requires a person to constantly check their assumptions and trajectory to ensure they are still on the right path. Today’s consumer is not the same as they were in 2012, nor are the needs of the company serving them. It requires constant research and conversations to ensure I have my finger on the pulse. What is your work priority for 2014? To champion responsive Web design, and its impact on the mobile industry. The Web design approach is set to make not only consumer experience changes, but organizational changes as well. There are a lot of misconceptions about responsive design, and it’s my goal to PAGE 24
make sure the industry at large understands how it will impact things. What will it take to attract more women to mobile marketing? Like ecommerce, mobile marketing involves a great deal of technology and is traditionally a male-dominated field. More women are certainly beginning to find their way into these roles.
traditional mobile marketing. The challenge is, it’s new and different, therefore, a great deal of market education is required. I am proud of the role I have played in fostering the education and growing the market for responsive design approaches.
I think the biggest contributor to attracting more women to mobile marketing is events like these. Events, causes and other spotlights help foster woman in the industry to grow, and create examples for others to follow. Your proudest achievement in mobile? My proudest achievement in mobile is being part of a team that has consistently stayed ahead of the technology curve, and my role in making sure it is successful. I have the privilege of working with some accomplished geniuses. The technology approach that the 5th Finger team has created is a significant advantage for many marketers and what I would consider a disruptive technology in Mobile Marketer
MOBILE WOMEN TO WATCH 2014
Melissa Stevens
Head of internet and mobile marketing Citi New York
“Consumers are intolerant browser experiences” What you most like about your job? People, people, people. My team brings a contagious energy and passion to work with them every day. I wake up in the morning knowing that we can collectively channel our energy to make a big difference in the lives of our customers. We work to do it right for the customer, all day, every day, in order to simplify their financial lives. What is the biggest challenge of your job? Skating where the puck is going to be, not where it is.
of
less-than-perfect
the eleventh hour as the environment surrounding us morphs. What is your work priority for 2014? With the proliferation of new touch laptops, tablets and laptop/tablet hybrids, consumers are intolerant of less-thanperfect touch browser experiences. While the mouse and point-and-click Web browsing is not going away anytime soon, optimizing digital experiences to transform touch browsing into an easy, immersive experience is my top priority for the next year.
In our industry, there are so many moving parts that change daily: new business models are emerging, technology is evolving, and consumer needs are constantly progressing at a rapid pace.
We are working to streamline our existing Web sites to be touch-friendly and, in some cases, we are rebuilding our Web layouts from the ground-up, thinking first about what is easy to navigate with touch and then constructing around that.
As we work to drive change for our customers, we need to be agile and flexible enough to adapt to the ever-evolving world around us.
What will it take to attract more women to mobile marketing? I do not think it’s that hard to attract women to mobile marketing.
A well-designed experience takes time to perfect, so we strive to anticipate the evolution of the mobile landscape, keep our fingers on the pulse of what is happening, and prepare ourselves to change course at
There may have been a time when Internet and mobile were tech-like functions where women were often underrepresented. Today, I don’t think that’s the case.
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touch
This is a great job. It marries the innovative, creative technology world with the feel-good ability to create experiences that affect peoples’ lives in a real way. My desire to do it all, work hard, and make positive change is why I’m attracted to digital banking. Many men and women are into mobile, and other digital marketing functions, for the same reasons. Your proudest achievement in mobile? I am proud that I was able to break down silos at Citi and ignite a transformation in thinking towards a collaborative global mindset. By harnessing our collective energies, learning from each other, and gathering the best practices from around the world, we will be able to consistently develop the best global applications for all of our customers, regardless of geography.
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Andrea Teslia
Sponsorship and event coordinator Pivotal Labs Toronto
“Mobile is sexy, not geeky” What do you most like about your job? The most exciting part about my job is that I never know where each day, week, month or year will take me. Ask me a few weeks ago what company I worked for, and I would tell you Xtreme Labs. Ask me whom I work for today, and I’ll tell you Pivotal Labs. No, I didn’t change jobs, my company was acquired, the ultimate kudos to any startup company. On a day-to-day basis, my company works with some of the world’s most influential companies, helping to develop its mobile strategy. Since mobile is a universal concept, planning conferences and events around the world with Fortune 500 companies has been such a valuable experience, and I have gotten to meet a number of interesting people along the way. What is the biggest challenge in your job? It used to be that our marketing team had to convince people internally that our department served a valuable purpose. Build it and they will come used to be our motto. Then as more competition entered the market, and our demographic targets
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broadened, we became an integral part of our company’s strategy. As this industry continues to grow and more players enter and exit the market, we will have to continually change our story to ensure that our company is the most obvious choice for our target audience. What is your work priority for 2014? Creating a well-oiled beast that allows me to take on more work, while doing less. What will it take to attract more women to mobile marketing? I think that what I’ve realized is twofold. First, mobile is sexy, not geeky - well, maybe a bit geeky. Second, the potential for mobile right now is limitless. As a male-dominated industry, some women may not see themselves fitting in. However, I feel that no matter what sex, if you are a curious person the amount of new knowledge you can accumulate from your peers in this industry is astounding. Coming from a completely non-tech background, and working with more than 200 engineers on a daily basis, has really opened my mind to what we are all capable of doing from the comfort of our own keyboard.
basic programming keep popping up, some examples being my friends at Ladies Learning Code and Brainstation. As this type of instruction becomes more readily available, the barriers to entry for women will seem less daunting. Then, it is only a matter of time before everyone realizes this is no longer your nerd-in-thebasement industry. It is the billion-dollarIPO-autobiography-writing-jet-planeflying industry. Some of the most influential people in the world have come from technology backgrounds and I would like to see more women in that category. Your proudest achievement in mobile? This award. I feel as if I have always been the odd man out amongst many of my friends, often being the one to induce yawns at the first mention of the newest OS upgrade hitting the market. But the way I see it, the niche I have been able to carve out for myself thus far is going to pay off so much in the long run.
More and more introductory courses to
Mobile Marketer
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Tina Unterlaender Director of mobile AKQA New York
“I live in the future every day” What do you most like about your job? I especially enjoy the diversity of clients. Using mobile technology to revolutionize the way we live, work and play is energizing. Mobile is the most exciting and dynamic media format in the world today, and it affects every single industry. I live in the future every day. What is the biggest challenge in your job? It is a fast-paced industry, and keeping up with all the new technologies is a daily challenge. Some of the mobile technologies change so quickly, so helping clients understand the impact for their brands and products is quite complex on a weekly and monthly basis. Consumers are way ahead of most brands with their mobile behavior and most existing brands have a hard time catching up.
with other people. Wearable tech will transform mobile media from a smartphone-driven concept to an ambient media concept. It has the power to turn almost any environment into a media experience. I will study this concept deeply in 2014 and deliver value to our clients through a command of the subject matter and the ability to convey its power to specific clients and their consumers.
Our work with Audi is highly confidential, but transformative. This work will be a crowning achievement for AKQA, and possibly top the exhilaration I felt with the Gap project.
What will it take to attract more women to mobile marketing? We have quite a few women in mobile marketing already. I think the topic is about placing them in leadership positions. We have a strong roster of women who have engineered the products, grown the revenue and closed the deals. The track records are there, and the merit is unquestioned.
A big challenge of mine is sorting through which of these trends are appropriate to exploit.
Your proudest achievement in mobile? My role in developing the first retail shopping app for the iPad was an apex achievement in retail for AKQA.
What is your work priority for 2014? Wearable tech is likely to transform our cities, homes and relationships
The app for clothing retailer Gap premiered with the iPad itself, setting a new standard for mobile commerce application.
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Creating a whole new mobile media mindset around the intelligent car, consumer and dealership.
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Lisa West
Mobile marketing manager for the Americas InterContinental Hotels Group Atlanta
“I enjoy the challenge of the mobile evolution, and that’s why I have been in the mobile industry for 13 years” What do you most like about your job? Travel and mobile go together like peanut butter and jelly. Consumers are tethered to their phone, especially when they are traveling, and mobile gives us an opportunity to impact the guest experience before, during and after their stay. At IHG, we are focused on the guest experience through the guest journey. When traveling, what’s the one thing you will be sure to take with you besides identification? Yep, your mobile device. I couldn’t have wished for a better vertical or company to work for. IHG has a great test-and-learn mentality when it comes to mobile solutions, which affords me the opportunity to be on the forefront of innovation. I enjoy the evolution of mobile technology, and learning how to best meet guests’ needs through mobile. It is constantly changing. What is the biggest challenge in your job? The challenges mirror the opportunities. Mobile is constantly changing. I tell people all the time that I was the IHG Mobile Marketing SME (Subject Matter Ex-
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pert) 10 minutes ago, but since then, it is already changing. I enjoy the challenge of the mobile evolution, and that’s why I have been in the mobile the industry for 13 years. The key is staying on top of the innovations, and one of the ways I do that is by reading the trade pubs every morning for at least an hour. What is your work priority for 2014? My priority for 2014 is to promote the IHG brand through mobile and capitalize on the omnichannel experiences. At the same time, building a mobile identity and infusing mobile marketing into the fiber of each of IHG’s brands. What will it take to attract more women to mobile marketing? When I first started in the mobile industry, it seemed to be all men. At Mobile World Congress in Barcelona or Mobile Asia Congress in Macau and Hong Kong, it was a sea of suits. So much so, five years ago we had a small group of woman, including Anne Bouverot of France Telecom and others who would gather twice a year to discuss women in mobile. Today, Anne is the GSMA’s director general — amazing. However, it is not all about the boardroom for us ladies. It is about the
talent pipeline. We, men and women alike, need to support each other and advise new women to the industry to be the trailblazers. Your proudest achievement in mobile? While at GSMA and managing their Mobile Innovation Initiative from 2007-2011, we created a platform for developers, carriers and VCs to come together and spur innovation. Watching these developers receive financial backing and succeed as a result of our efforts really touched me and taught me a lot. It is what spurred my passion and added to my foundation in this industry. Another, more recent achievement, was when I, alone, launched the first, true mobile marketing campaign in support of a summer campaign for IHG Rewards Club. As a result of the mobile success of the campaign, I was honored by the Hospitality Sales and Marketing Association International (HSMAI) with a Platinum Adrian Award. Within the hospitality industry, it doesn’t get any better than that. However, it wasn’t the hardware I received that made me proud, but rather the simple gratification and honor that my work had been recognized.
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