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A CLASSIC GUIDE
November 30, 2009
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Classic Guide
Mobile Women
to Watch 2010
“Look out, men in mobile – here we come!”
Ocean Fine, Syniverse Technologies
Contents
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WELCOME
Mickey Alam Khan
Kate Berg
Mojiva
Kendra Bracken-Ferguson
Polo Ralph Lauren
Jamie G. Buelt
Catchwind
Erica Chriss
Greystripe
Valerie Christopherson
Global Results Communications
Patricia Clark
4Info
Lubna Dajani
Stratemerge
Kim Dushinski
Mobile Marketing Profits
Deborah L. Eldred
R.H. Donnelley’s Dex
Natalie Farsi
Warner Bros. Television Group
Ocean Fine
Syniverse Technologies
Anne Frisbie
InMobi
Julie Ginches
Jumptap
Tamara Gruber
Crisp Wireless
Vanessa Horwell
ThinkInk PR
Lisa Hsia
Bravo
Theresa Huston
Telescope
Jeannette Kocsis
Harte-Hanks
Stephanie C. Kovner-Bryant
Unilever
Heidi E. Lehmann
MoxieQ
Nicole Leverich
AdMob
Polly Lieberman
Buzzd
Joy Cicman Liuzzo
InsightExpress
Cheryl Lucanegro
Pandora
Kim Luegers
Draftfcb’s MC Media
Laura Marriott
Mobile marketing consultant
Stephanie Bauer Marshall
Verizon Wireless
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48
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50
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Susan Marshall
ChaCha Social Search
Erin (Mack) McKelvey
Millennial Media
Maya Mikhailov
GPShopper
Sarah Miller
Axis Marketing & PR
Allison Mooney
Omnicom’s MobileBehavior
Jennifer Okula
Dynamic Logic
Theresa Page
GMR Marketing
Tina M. Perry
Days Inn/Wyndham Hotels
Julia Resnick
Nielsen Mobile
Shira Simmonds
Ping Mobile
Diane Strahan
Neustar
Amy Thomas
OpenMarket
Lynn Tornabene
Quattro Wireless
Marci Troutman
Siteminis
Kristine van Dillen
Mobile Marketing Association
Petra Vorsteher
Smaato
Alcina Wegrzynowski
Sybase
Jan M. Wika
OpenMarket
Dana Willis
Verizon Wireless
Erin E. Wilson
Microsoft Mobile Advertising
Danielle Wolfson
Taco Bell
Lindsay Woodworth
2ergo Americas
Kristy Young
ESPN
Also …
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Amielle Lake
Tagga
Deborah Hall
Web2Mobile
Despina Tapaki
WPP’s Joule
Mobile Marketer MOBILE WOMEN TO WATCH 2010
Welcome
M
obile Marketer’s inaugural Mobile Women to
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
budgets, carrier-centricity, male domination and hype.
Indeed, they have overcome skepticism of the first
order to help their male and female colleagues and peers
make mobile marketing an undeniable element of the
interactive marketing mix. Soldiered on they have.
As Heidi Lehmann, CEO of MoxieQ and one of the
Women to Watch, points out, “With most anything new,
a common kneejerk reaction of larger companies and
even consumers is to look for reasons why something
won’t work.”
“you need to keep an eye on the future and a foot
grounded in the present.”
How were these honorees chosen?
A call was sent out to Mobile Marketer readers in a
published article. Combined with reader nominations
and recommendations from Mobile Marketer’s Giselle
Tsirulnik, Dan Butcher, Chris Harnick, Jodie Solomon and
this writer, a list was drawn up. Many thanks to them
and to art director Rob DiGioia for the hard work.
Whittling down the names was hard. But there was
no doubt of the final list.
The executives who made the cut were evangelists
for the industry, astute observers of evolving consumer
behavior at work and home, and advocates for ethical
mobile marketing as part of the multichannel media mix.
Above all, they served as admirable role models to
other women – and even men – to consider a career in
mobile marketing.
These women are poised to make more history in
2010. Get to know them through these pages as they
write yet another chapter in mobile marketing’s book.
Primus inter pares
Mobile marketing has long been a game of perseverance and evangelism. These women are being honored
for staying with a medium while it was born and through
its coming-of-age party – which is now.
These women now have the brush, oils and canvas to
paint bold strokes in 2010.
Through all of this excitement over mobile and its
possibilities, this crowd remains levelheaded.
“In mobile,” said Allison Mooney, vice president of
emerging technologies at Omnicom’s MobileBehavior,
Mickey Alam Khan
Mickey Alam Khan
Editor in Chief
mickey@
mobilemarketer.com
Dan Butcher
Staff Reporter
dan@
mobilemarketer.com
Rob DiGioia
Jordan
Crook
Director, Assistant
Editorial
Editorial
Development
jordan@
rob@
mobilemarketer.com
mobilemarketer.com
Giselle Tsirulnik
Senior Editor
giselle@
mobilemarketer.com
Chris Harnick
Editorial Assistant
chris@
mobilemarketer.com
Jodie Solomon
Director, Ad Sales
ads@
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
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November 30, 2009
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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
your job?
I am passionate about disruptive technologies and their power to change the
business landscape.
bile, a mobile ad network and mobile ad
management platform, the challenge is
keeping up with an industry that is
growing so fast: so many people, associations and events coming at you
every day.
Looking out ahead and seeing what’s
coming and shaping a business plan or
marketing strategy to meet it head on is
what I enjoy most about what I do.
It’s essential to focus on your goals as a
company and follow through on those,
regardless of the noise level.
The other thing I think is actually in my
DNA is the desire to shine a light on
new solutions, methods or entities that
represent a true advantage in the market.
What is your work priority
for 2010?
What’s the biggest challenge in
your job?
Figuring out what’s coming!
But seriously, the biggest challenge for
me as a mobile social media entrepreneur is connecting with the right audience to build my user base and brand.
This space is nascent – and is also dominated at the moment by large social
networks that are sucking all the air out
of the room.
So it’s important to keep evangelizing
and also to continue to be flexible
enough to meet opportunities as they
arise. This is just the beginning.
As head of PR for Mojiva/mOcean Mo-
PAGE 4
With my startup, M3 Mobile Social, it’s
to build a base of users on the platform
in two ways.
The first is to attract companies and
communities that need social media capabilities and mobile but don’t want to
invest big dollars – this we would call
white label – where the company has
their brand front and center and M3 is
providing the technology on the backend.
The second way we will build our user
base is to educate the market to have a
deeper understanding of social media
beyond Facebook and Twitter, and recognize the capabilities on mobile that
M3 offers that the others don’t.
As head of corporate communications
for Mojiva/mOcean Mobile, the biggest
priority, as always, is to make the company names household words.
By pursuing a combination of speaking
and media opportunities for our CEO
Dave Gwozdz and other key executives –
and focusing on select social media initiatives – I intend to raise awareness
outside our industry about mobile advertising as an important part of the
marketing mix and to ensure that our
unique differentiators are made clear in
the market.
What will it take to attract
more women to mobile marketing?
The easy answer is that the industry has
to mature beyond the true tech types
who are early to the space, but over
time an important thing will be to
promulgate the marketing component –
and not focus on mobile.
Mobile marketing is merely the extension of your brand into the next
medium. You don’t need a deep understanding of technology to be a player in
this space – it’s all marketing and it’s
all digital.
Your proudest achievement
in mobile?
Getting recognized by Mobile Marketer
as a Mobile Woman to Watch 2010!
Kate Berg has worked at
JupiterResearch, KPMG and Gartner.
She is based in South Salem, NY.
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
your job?
What is your work priority
for 2010?
Your proudest achievement
in mobile?
The social media and mobile landscape
is constantly changing. It is exciting to
be part of the evolution of communications and how consumers are engaging
with the new media.
Continuing the innovation that is already taking place at Polo Ralph Lauren
through our QR codes, mobile applications and interactive store windows and
expanding this to social media and mobile channels globally.
Being part of the team that helped
launch the Rugby Ralph Lauren Make
Your Own iPhone application.
Every day is an adventure. I am introduced to a new technology and new
way of leveraging this technology to engage with customers.
What’s the biggest challenge in
your job?
With so many emerging platforms, it is
challenging to not get caught up in the
next greatest fad, application or new
media channel but to stay grounded in
what is the most relevant and best fit
for the brand.
PAGE 5
What will it take to attract
more women to mobile marketing?
The fields of social media and mobile
marketing continue to grow in popularity. Women must feel like there is a
place for them in this area.
Education, awareness and equal
participation within the structure of the
organization will lead to an increase in
women in this field.
This is the first of its kind application
that enables customers to customize
and purchase their own rugby, polo or
sweater within an application and share
their creation online through Facebook
Connect and through interactive store
windows located at Rugby stores.
Kendra Bracken-Ferguson has worked
at Fleishman-Hillard and Pacers Sports
and Entertainment. She is based in
New York.
Mobile Marketer MOBILE WOMEN TO WATCH 2010
JAMIE G. BUELT
Chief marketing officer
Catchwind
“Most women have been texting longer
than men because we had to communicate
with our children”
What do you most like about
your job?
The SMS space is eight years-plus since
its debut, but it’s still very much an
emerging channel.
Every day is different, and every day we
learn something new about how our
clients are using the channel or how
their customers are responding. It’s fun
to be on that edge.
Breaking SMS out as its own channel
with its own metrics, rules and performance guidelines can be one of the
biggest challenges in signing up new
clients. It’s also the biggest advantage
and selling point we have.
What is your work priority
for 2010?
My priority is more advertising and
more sales.
What’s the biggest challenge in
your job?
We believe, as other companies probably
do, that mobile and SMS are hot. The
time to build and expand is now.
Three years ago, the biggest challenge
was selling the channel. A lot of people
just didn’t see SMS as a viable alternative to traditional channels of print
pages and broadcast air time.
What will it take to attract
more women to mobile marketing?
Today, the biggest challenge is that marketing, advertising and the media, in
general, have been turned upside down
over the past 18 months. Nothing is as it
was or as it seems.
In many ways, this has been good for
mobile. But advertisers still want to look
at it and evaluate it as they would email
marketing or direct mail.
PAGE 6
Women follow opportunities.
Mobile, as with other technology-oriented fields, has been dominated in the
early years by men. As it matures and
evolves, women will figure more prominently in the next stage of its growth
and creative applications.
Three years ago, when we sat down with
clients, we had to sometimes show them
how to send a text message.
Now, most people are familiar with texting regardless of age or gender. My 72year-old father texts from his iPhone
because he has 15 grandchildren
texting him.
Let’s face it – most women have been
texting longer than men because we had
to communicate with our children. It’s
no longer a gadgety pastime, but a legitimate way to reach your organization’s customers and members.
Your proudest achievement
in mobile?
Our company met its target objectives
for expanding into new industries with
SMS in 2009.
My targets from a sales perspective
were to land political clients, expand in
the quick-service restaurant segment
and launch into the state lottery business.
Jamie G. Buelt has worked at EnQ, Federal Home Loan Bank and the Kansas
City Business Journal. She is based in
Des Moines, IA.
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
your job?
the first time and continuing to innovate.
I work with the most amazing team of
people in mobile – sharp, motivated and
did I mention hysterical? We laugh
every day.
What will it take to attract
more women to mobile marketing?
Today, nobody questions the size of the
mobile audience – the focus is on how
best to reach them.
Enduring role models and real opportunities for growth.
I also love helping to build something
from scratch and growing an industry.
What’s the biggest challenge in
your job?
Managing our rapid growth!
What is your work priority
for 2010?
Bringing amazing brands into mobile for
PAGE 7
Your proudest achievement
in mobile?
Sticking it out long enough to see the
industry get here.
Ten years ago at my first mobile startup,
NextBus, we had a hard time convincing
people that bus riders would have cell
phones at all.
Erica Chriss has worked at LimeLife,
Digital Chocolate and Bain & Co. She is
based in Seattle.
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
your job?
This is a difficult question as there are
many aspects of work life that I enjoy
including my clients, colleagues and the
media in which I work with daily.
I also like the industry, its fast pace,
ever-changing demands and
broad reach.
munications in 2010 is to further expand
its recently launched digital media services division in which we are offering
full-service video, social media and digital PR services.
In addition, we are looking forward 2010
being a year of ecosystem expansion in
which Global Results Communications
will diversify its market segments
of focus.
What’s the biggest challenge in
your job?
What will it take to attract
more women to mobile marketing?
Challenges equal rewards.
I’d say that the biggest challenge is
monitoring growth and balancing the
hype from reality.
Women need to get involved – there are
many opportunities including the Mobile
Marketing Association’s Women in
Wireless committee which offers networking and mentorship.
What is your work priority
for 2010?
Your proudest achievement
in mobile?
A key priority for Global Results Com-
Global Results Communications’ proud-
PAGE 8
est moment in mobile, I believe, is its
ability to attract top-notch clients including Quattro Wireless, Mobile Marketing Association, Nuance, Telcordia,
go2 Media, Mobiata, Wavemarket, Arden
Media, CellTrust, MGF, Aircom and
many others.
We believe that our niche focus on mobile has led to significant achievements
by way of PR for our clients, and in turn
has had a positive impact on the industry.
Valerie Christopherson has worked at
Qualcomm, Porter Novelli and Mesa
Communications. She is based in
Irvine, CA.
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
your job?
marketers and helping them achieve
their objectives.
Helping world-class marketers take advantage of the immediacy, interactivity
and connection of mobile.
What will it take to attract
more women to mobile marketing?
What’s the biggest challenge in
your job?
Mobile is still an emerging field, so there
is a lot of evangelizing to do.
What is your work priority
for 2010?
I’m looking forward to building on
4Info's base of hundreds of top-level
PAGE 9
The innovation and growth in SMS marketing has been phenomenal, as well as
personally rewarding.
They should come to the field now.
It's a great industry, and while there is
definitely a learning curve, it's a terrific
field where your technology and marketing knowledge will be put to good use.
Your proudest achievement
in mobile?
Everything we have done at 4Info.
Patricia Clark has worked at World
Wrestling Entertainment and Fox
Interactive Media. She is based in
New York.
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
your job?
The fact that I can be creative in the application of technology with
impactful results.
The fact that I’m able to influence and
drive industry initiatives as we create
services that enable people to better
balance their physical and digital beings.
What I find really cool is the opportunity
to follow and drive industry initiatives
that materialize my vision
for connectedness.
What’s the biggest challenge in
your job?
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
evangelize my vision.
Key for 2010 is to put the customer at
the center of the business model.
Another one is to shift our thinking from
PAGE 10
Web to mobile Web to an overall connectedness model. It’s not really about
being mobile or not, it’s about
being connected.
What is your work priority
for 2010?
My work priority for 2010, other than
the financial aspect of it, is to drive
more successful collaboration now that
we have a critical mass of successful use
cases to take us beyond the question of
“Is there ROI in mobile?”
For 2010, I want to see the industry shift
in its thinking so that the customer is at
the center of the business model. It’s not
about how much I’m charging the customer, it’s about engaging the customer.
women in the industry, as Mobile Marketer is doing with this Mobile Women
to Watch list.
Your proudest achievement
in mobile?
I have a few proud moments that were
client successes. It’s being recognized by
the industry as a thought leader.
Seeing the successes of mobile marketing which I’ve evangelized for the last
five years makes me very proud. I’m
humbled by Mobile Marketer’s acknowledgement of me.
When I hear a brand echoing my words
in their presentation, that’s a proud moment for me.
What will it take to attract
more women to mobile marketing?
It’s our responsibility to demonstrate the
opportunities by creating more mentoring programs and more women-focused
events and highlighting the impact of
Lubna Dajani has worked at Viacom
and GE. She is based in Saddle
River, NJ.
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
your job?
Being in a cutting-edge industry and
being one of the pioneers in it.
I love doing things that are new and exciting and mobile is certainly that.
I really enjoy meeting wonderful people
in the mobile industry and the feeling
that we are all on the same adventure.
What’s the biggest challenge in
your job?
When consumers think that mobile marketing is synonymous with mobile spam.
It really bothers me because I know that
when mobile marketing is done right it
is actually valuable and something to be
embraced.
Educating consumers and businesses
how to engage with each other via mobile marketing is a huge opportunity.
What is your work priority
PAGE 11
for 2010?
I’m very excited for 2010 as I have some
big things on the horizon.
I’m creating a certification program for
people studying mobile marketing
through my courses.
Additionally, I will be introducing the International Association for Mobile Marketing Entrepreneurs, which is a
resource for people just starting in mobile as well as a gathering place for
everyone who is doing mobile marketing
professionally.
The purpose of the association is to provide a road map for those interested in
taking advantage of the wide variety of
opportunities in mobile and connecting
them to the tools they need to do so.
What will it take to attract
more women to mobile marketing?
Honestly, I don’t know.
It is such an exciting and fun position to
be in right now that I’m not sure why
more women aren’t diving in already.
Your proudest achievement
in mobile?
Writing “The Mobile Marketing Handbook,” getting it published and seeing it
get the positive response that it has.
I’ve gotten hundreds of emails, tweets
and Facebook messages from readers
around the world thanking me for helping them to get into mobile.
I got a big kick out of knowing it went
into a second printing within a few
months of being published.
Kim Dushinski has worked at
ScrappinCabinet.com and
MarketAbility/HowToMarketMyBook.com.
She is based in Lakewood, CO.
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
your job?
What is your work priority
for 2010?
My job is full of exciting challenges
every day, which makes it very rewarding.
I love the mobile space and how fast it
is evolving.
Continuing to increase the visibility and
usage of mobile needs to be the priority
for our success.
Being in mobile allows me to channel
my creativity by exploring new marketing strategies that haven’t been tried
before because the technology to execute them didn’t exist.
It’s thrilling to know I’m developing
partnerships with a new category of
clients, like national sports teams and
event planners, to reach consumers in
really fun ways.
What’s the biggest challenge in
your job?
The biggest challenge is staying focused
on the strategies I know are the right
ones for long-term success and not following every shiny object that seems
like a more immediate and easy thing to
do, and with mobile there are a lot of
shiny objects.
It can also be challenging to keep everyone else focused when deviating from
the plan can seem so attractive in
the moment.
PAGE 12
For me specifically, 2010 will be focused
on expanding the DexKnows.com
mobile experience.
We’re looking forward to expanding the
types and number of platforms our mobile product is available on, and we
want to increase the features we offer
for all platforms.
We’ll also be very focused on
monetization efforts.
What will it take to attract
more women to mobile marketing?
I believe the way to attract more women
to mobile marketing is to highlight all
the different facets there are in mobile.
created around the technology, we will
begin to attract a broader base of talent
to the industry.
Your proudest achievement
in mobile?
The pride associated with launching our
Internet local search site, DexKnows.com
for mobile, across multiple platforms –
iPhone, iPod touch, WAP, Java, BlackBerry and SMS – was a tremendously
fulfilling moment in my mobile career.
Achieving the launch day involved writing the business plan, selling leadership
on accepting the concept of mobile, determining the mobile strategy, selecting
a mobile vendor, developing and executing on the best mobile platforms, and
then positioning it to the public.
It was the culmination of a lot of blood,
sweat and tears and I’m very proud of
what we achieved.
In my opinion, many women see mobile
as a developer’s world which is typically
dominated by men.
If we recognize development is only a
small piece of mobile, and there is an
entire infrastructure that needs to be
Deborah L. Eldred has worked at
McLeodUSA and APAC Teleservices. She
is based in Lone Tree, CO.
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 carriercentric and focused on antiquated
technologies until game-changing devices
like the iPhone came along”
What do you most like about
your job?
Helping to drive mobile entertainment
innovation and inventing the future
along the way.
What’s the biggest challenge in
your job?
It’s challenging to navigate today’s fragmented landscape of often-incompatible
new and emerging mobile platforms,
technologies and devices.
There are not enough turnkey multiplatform product solutions, so it’s tough to
optimize mobile content quickly and
cost-effectively across all
mobile platforms.
I look forward to the day when devices
can talk to one another and when connection speeds are so fast that distinctions between audio, video and text
are blurred.
PAGE 13
What is your work priority
for 2010?
New and smarter devices have not only
reinvigorated the mobile industry but
they have also created a fundamental
shift in the way we think about mobile
products. They have also helped to reprioritize the consumer experience.
I’m working on expanding the development, distribution and marketing of a
diverse suite of high-quality mobile
products in new ways across all distribution channels, leveraging and monetizing mobile’s unique and evolving
capabilities to enhance the branded
media experience.
Mobile entertainment is rapidly evolving
in innovative ways and this will continue to attract more women to
mobile marketing.
This includes ad-supported mobile Web
sites, applications, mobile games, video
services and messaging products.
Your proudest achievement
in mobile?
We aim to be innovative, industry-leading and, of course, profitable in
our efforts.
Creating compelling mobile products
that consumers want to purchase, and
demonstrating that meaningful revenue
can be generated from the
mobile marketplace.
What will it take to attract
more women to mobile marketing?
The mobile industry was overly carriercentric and focused on antiquated technologies until game-changing devices
like the iPhone came along.
Natalie Farsi has worked at Fox Mobile
Entertainment, m-Qube, America Online and Prodigy. She is based in
Burbank, CA.
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
your job?
I love helping our clients learn the ins
and outs of the mobile space, and guiding them through best practices in
leveraging the mobile channel to reach
their customers.
I have always worked in interactive marketing and advertising in one way or another, and this blend of creativity and
technology is something that I bring to
my job.
Heading up client management for Syniverse’s mobile enterprise messaging
clients allows me to help clients creatively bring their marketing efforts to
the mobile channel, and integrate mobile into their overall strategy.
It’s a new channel and technology for
most customers and it’s such a good
feeling to be able to be a trusted advisor
for clients in this space in helping them
reach their goals.
What’s the biggest challenge in
your job?
Wireless operators that own the networks that our clients want to run their
programs on sometimes view the mobile
channel in a different way than other
marketing channels do, i.e. traditional
media and Internet.
This can be challenging, but at the same
time it presents my team with a great
opportunity to guide clients through the
mobile landscape and help them realize
their goals and objectives.
What is your work priority
for 2010?
2009 was a year of foundation-building
for many of our major enterprise clients,
whether through launching ongoing
customer service programs such as mobile banking or dipping their feet in mobile marketing campaigns.
In 2010, I am looking forward to partnering with our clients to evolve their
mobile programs, increase customer participation and launch more complex mobile use cases and applications such as
mobile payments and locationbased messaging.
My first job in the mobile industry was
through a referral from a female colleague and friend – we had met each
other when working at an interactive
marketing agency.
In turn, I have referred several female
friends and colleagues into this space.
Look out, men in mobile – here we come!
Your proudest achievement
in mobile?
It’s a tie, and don’t make me pick between the two, because I am extremely
happy with the results of both.
First, leading the team which launched
the global mobile marketing programs
for the Live Earth concerts, a historic
24-hour music event that brought together an estimated 2 billion people
across the world’s seven continents to
raise awareness for global warming.
It was a great cause, and a first-of-itskind mobile program that ran flawlessly
on a global scale.
Right now, the biggest challenge in
managing clients in the mobile channel
appropriately is that it’s a nascent technology and channel. There are many unknowns, and sometimes you have take
risks to see results.
Just a referral from a friend! There are
some very strong women working in
mobile right now.
Next, leading the team which launched
the Boston Police Text-A-Tip program,
another first-of-its-kind mobile program
that utilizes text messaging to allow
community members to send information anonymously to the Boston
CrimeStoppers Unit.
It’s all about getting traditional marketing departments to understand the value
of a new channel and take the risks with
experimental budgets, and then to grow
and invest in the channel to see its
full potential.
As the mobile channel becomes a musthave for brands and marketers, I hope it
will naturally evolve to recruit some of
the strong female talent who are the
fiber of other interactive and traditional
marketing channels.
Ocean Fine has worked at m-Qube and
Euro RSCG 4D. She is based in
Watertown, MA.
PAGE 14
What will it take to attract
more women to mobile marketing?
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
your job?
The mobile industry could not be more
exciting right now.
The pace of innovation is simply astounding. The excitement that I see from
consumers about the mobile Web reminds me of the early PC Web and
search days circa 1997.
With that said, advertisers and publishers are smarter today than they were
then about digital advertising, so adoption of mobile advertising is happening
at an even faster pace and with a
greater intelligence of being able to
measure its effectiveness.
InMobi’s revenue has increased by more
than 20 times since I began, and that is
happening in a weak media year.
What’s the biggest challenge in
your job?
One of the best things about InMobi is
its global footprint. We are available in
PAGE 15
24 countries, headquartered in India,
with offices in Singapore, London, South
Africa and Palo Alto, CA, and even more
importantly, have thousands of clients
who are located all around
the world.
What will it take to attract
more women to mobile marketing?
While this global footprint allows InMobi to service its clients around the
clock, it presents work challenges with
late night and early morning calls.
In 2008, I almost decided to stay in the
PC Web business. I could not be happier
about my decision to go into mobile,
and I certainly would love more women
to enter the field.
Let’s just say that I have become quite
proficient with the use of timezone calculators.
Your proudest achievement
in mobile?
What is your work priority
for 2010?
InMobi is just beginning to hire more
people in the U.S., so hiring and building
a team here is my top priority now and
in 2010.
InMobi has become the clear mobile advertising network leader in Asia and
Africa, and we are looking to replicate
this level of success around the globe.
Mobile Marketer’s Mobile Women to
Watch is a great first step. I think it will
help to get the word out.
I am very proud of the strong, exclusive
international partnerships that I have
helped put into place with leading North
American publishers who have built up
large mobile audiences including MocoSpace, Vuclip and Jumbuck.
Anne Frisbie has worked at Yahoo, AltaVista, Zip2 and Goldman Sachs. She
is based in Palo Alto, CA.
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
your job?
tize and ensure all internal and external
needs are met.
stepped out of the box with such a
great initiative.
I love every facet of my job, but if I have
to select what I like most, it would definitely be the amazing people who work
in this industry.
What is your work priority
for 2010?
Another issue that can hold women back
in certain industries is their lack of degrees in certain areas, such as computer
science or engineering.
I have focused on emerging markets
most of my career but none have been
as challenging and exhilarating as mobile. It’s the convergence of three hyper
growth industries – mobile, search
and advertising.
Cell phones have changed the way a
whole world – consumers of all ages –
communicates, engages, consumes
media and makes purchases.
We’re helping to build a new market and
it takes a unique individual to operate in
this type of faced-paced environment.
On a daily basis I engage with so many
different talented, passionate and committed individuals from all different
parts of the mobile ecosystem – journalists, analysts, vendors, industry association leaders and influencers – all united
by a common mission, and my interactions with them are definitely the best
part of my job.
What’s the biggest challenge in
your job?
Having enough hours in the day! The
mobile space is so active and as a leader
in the space it is challenging to priori-
PAGE 16
2009 was all about education. 2010 my
priority will be on clearly differentiating
Jumptap, the value of targeting and carrier relationships and showcasing successes to help advertisers understand
how we deliver higher ROIs and publishers how to generate more revenue
through higher CPMs.
We need to continue to form partnerships with additional carriers who understand the value of their data and the
role they can play in the mobile
advertising ecosystem.
What will it take to attract
more women to mobile marketing?
Unfortunately, I do not think the problem is specific to mobile.
Many industries remain clubby for many
different reasons. Many male-dominated
industries reveal that women have fewer
first-degree connections with those in
positions to hire or promote them.
Women trying to launch or further careers in mobile should focus on building
their networks.
The lack of female role models also creates a self-perpetuating cycle, so it’s
fantastic that Mobile Marketer has
Since mobile attracts diverse backgrounds including sales, marketing and
communications – all well populated
with females – I encourage women to
try to transition into the space.
Your proudest achievement
in mobile?
There have been many proud achievements but the one that stands outs as a
crowning moment for the entire industry
was the recent Mobile Ad Summit that
was held in conjunction with
Advertising Week.
Most events attract a lot of ecosystem
people. This event drew a standingroom-only crowd of almost 500 agencies, brands and publishers, with a roster
of CEO presenters from mobile advertising, content and technology.
Jumptap plays a leading role in dozens
of events globally, but it was especially
rewarding helping to build the industry
event of the year.
Julie Ginches has worked at Autonomy,
Fast Search Transfer and BluePRint
and Partners and KHJ Public Relations.
She is based in Cambridge, MA.
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
your job?
what we have to offer in respect
to others.
I have been in the mobile industry for
over 12 years and it absolutely never
gets dull.
What is your work priority
for 2010?
There is always something new around
the corner and I am finally seeing mobile
deliver on its promise of many years ago.
Being a part of this revolution and helping brands figure out new and exciting
ways to interact with their audience is a
major thrill.
What’s the biggest challenge in
your job?
Working in an industry that moves
faster than Moore’s Law would predict
in some respects, and slower in others,
requires you to walk a very careful line
of delivering today, developing for tomorrow and keeping your ears to
the ground.
My priority in 2010 is to tear down the
remaining barriers causing hesitation
over mobile advertising.
This involves helping creative agencies
understand how to fully incorporate mobile into their campaigns, guiding media
buyers through the mobile ad buying
process and demonstrating the successful engagement metrics of rich media
mobile advertising.
What will it take to attract
more women to mobile marketing?
Every time I attend a MobileMondays or
industry event, I am disappointed that
the ratio of women to men has not
changed significantly in the past
10 years.
As an industry, we see overlapping technologies and business models that can
confuse the customer who doesn’t know
the inside-baseball lingo.
Yet I know that many young women
think very strategically about their
career path.
My biggest challenge is crafting a clear
message that resonates with the
audience and helps them understand
I believe that as mobile marketing continues to mature, these young women
will realize that they have a unique opportunity to set themselves apart and
PAGE 17
advance their career by becoming the
mobile expert or evangelist within their
organization.
I commend Mobile Marketer for calling
attention to the opportunity and providing role models through lists such as
these. I encourage women to reach out
and I, for one, am happy to serve as
a mentor.
Your proudest achievement
in mobile?
In 2000 I envisioned writing a book to
help large enterprises better understand
the opportunities, ecosystem and implementation of wireless data applications.
Over the next year, I helped write, edit,
design and promote “Wireless Data for
the Enterprise: Making Sense of Wireless
Business,” published in October 2001 by
McGraw-Hill.
Completing that book on top of everything else on my plate took a tremendous effort and seeing it in hardcover
was a bit like giving birth.
Tamara Gruber has worked at Scan
Mobile and Broadbeam. She is based in
New York.
Mobile Marketer MOBILE WOMEN TO WATCH 2010
VANESSA HORWELL
Chief visibility officer
and founder
ThinkInk
“I am having to re-educate companies that
‘PR’ does not stand for ‘press releases’”
What do you most like about
your job?
Clients, staff, media contacts, the relationships I have developed through my
columns and writing – I am surrounded
by people who share my passion for
learning and the unconventional, pushing boundaries and exploring new frontiers in marketing, be it mobile, digital
or PR.
I am very lucky to have a loyal and hardworking team that supports my role as
chief visibility officer, as well as clients
that put their absolute trust in my abilities to help advance and promote their
businesses and brands. That is the
biggest reward.
What’s the biggest challenge in
your job?
The biggest, and certainly the hardest
challenge to overcome, is changing the
perception of what a PR company – my
PR company – does.
I am having to re-educate companies
that PR does not stand for press releases, and it’s not just a simple craft or
marketing afterthought.
We’ve transcended that concept of
pushing press releases as a sole communications tool: it’s time for companies to
know that PR is a profession, one that
can deliver phenomenal results and
PAGE 18
yes, ROI.
It’s about having a vision and developing
a robust strategy, and being able to execute those to deliver something very
meaningful. Mobile is exactly the same.
What is your work priority
for 2010?
The first order of business is ridding
companies of that nasty cloud of negativity and reactive thinking that’s been
hovering over them for the past
18 months.
I am a firm believer in the power of positive thinking – that can make or break a
company’s culture.
First-quarter 2010 will also see us
launching a new mobile services division. It will provide smaller companies
an easier entry point into the
mobile space.
Overall, my priority for 2010 will be to
expand our capacity in existing
locations – U.S., Canada, London,
Bahamas and Australia – and continue
practicing what we preach, which is to
make the ThinkInk brands visible where
it counts most.
What will it take to attract
more women to mobile marketing?
There are two answers to this question.
Firstly, the pervasiveness of male leadership in marketing and advertising
overall – that needs to change in order
for women to flourish in this industry.
There is still very much of a male-dominated seniority at bigger agencies
and firms.
For mobile, specifically, I think that more
female-led and focused forums – like
this recognition, for instance – will
make the industry more attractive, and
certainly more accessible to women.
Your proudest achievement
in mobile?
To date, this has been to communicate
the immense value and power of mobile
marketing to a much wider audience.
Being on the outside can deliver an honest and unbiased perspective – as in my
case – and this seems to have resonated
with a diverse audience.
As with anything new – and mobile
marketing is to a great many companies
and consumers still considered new –
education is absolutely vital in helping
them understand why mobile is a serious
marketing medium and why they should
get involved.
Vanessa Horwell has worked at Vin
Chilla, Wine Accessories and Taboo
Group. She is based in Miami, FL.
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
your job?
What is your work priority
for 2010?
I love working in a field where innovation is a driver of change and where
there is an appetite for experimentation.
I want to leverage new technology and
social media to give our audience tools
to expand their relationship with mobile
and make interacting with their phones
an everyday, must-have
media experience.
Just look what's happened with smartphones in the last year. It is an exciting
field to be in today. The growth potential
of mobile is tremendous.
What’s the biggest challenge in
your job?
One always hears about the potential of
mobile – I just said it! – and how adoption is skyrocketing.
Of course, I would like to see that translated into revenue as quickly as possible –
in everything from carriers to advertising,
from commerce to gaming and virtual
goods – so we can expand the realm of
possibilities even further.
PAGE 19
What will it take to attract
more women to mobile marketing?
agers, are female – and we’re proud
of it.
Your proudest achievement
in mobile?
I’m thrilled that everything we do at
Bravo Media, from programming to digital extensions to marketing to commerce, mobile is viewed as a key part of
the strategy.
I think this is already in the works.
Many years ago, someone invited me to
a dinner “for the women in mobile.” And
literally, you could fit all of us at one
table.
Today, this is no longer true. Now you’d
have to rent out a stadium!
At Bravo, the entire mobile team, including the vice president and man-
Lisa Hsia has worked at NBC News. She
is based in New York.
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
your job?
My team and I work on developing and
delivering products and services that
have never been seen before – which
continue to drive the growth of the mobile industry – and that is both exciting
and challenging!
What I, personally, find the most rewarding about my job here at Telescope
is working with our client services, operations and tech teams. I believe we have
an incredible, dynamic group of individuals who are driven to learn, push the
boundaries and deliver for our clients.
Helping individuals within the Telescope
teams to grow, both creatively and professionally, is truly fulfilling. I believe the
dedication that we all feel for our work
and the company, as a whole, is reflected in the success of our campaigns,
and is part of the reason our clients
keep coming back to us.
What’s the biggest challenge in
your job?
Currently the biggest challenge within
my job is introducing new mobile technologies to clients that are not familiar
with the mobile space. My strong belief
is that mobile media will follow the evolution of Internet marketing.
In time, short codes, mobile URLs and
QR codes will be viewed as essential
components to clients’ campaigns in
display media, just as Web site addresses
are today. But at the moment it’s still
very much a step-by-step process to
build knowledge within client organiza-
PAGE 20
tions in terms of how mobile should be
used, and, in turn, to work with them to
build sustainable ROI models for them.
What is your work priority
for 2010?
In 2010 our priority is to further develop
our technology to meet the market
needs we foresee. These include launching our Target In Call Ad Serving platform on SMS, further integrating our
Insight CRM platform into client campaigns, and moving our transactional
model for mobile interactivity towards
IP-based applications such as Twitter.
We are all about ROI for our clients and
we know that enhancing our technology
tools will further help them deliver value
from the mobile platform and, of course,
hopefully increase their spend in
future years.
What will it take to attract
more women to mobile marketing?
As mobile moves out of being a purely
technology-driven medium and increasingly into mainstream marketing, I’m
sure the industry will naturally attract
more women. We’re doing our part to
even-up the numbers: my team is 90
percent female.
managing a cross-carrier application
was a major accomplishment.
Today, my team at Telescope has managed over 60 projects in 2009 and over
225 projects over the past four years. It
is amazing to see how far the industry
has come over recent years, and rewarding to see how the Telescope team, and
company as a whole, has already grown
and will continue to grow in future
years. I have a great deal of pride in
knowing how Telescope has been instrumental in spearheading industry growth
through developing new products and
technologies.
I am also especially proud of the work
we did integrating mobile with our
agency partner, The Marketing Store, on
the McDonald’s Monopoly program.
This campaign was the first in which a
collect-and-win game was played across
online and mobile simultaneously.
To take a project from an idea that had
never been done before and watch it
grow into a hugely successful campaign
that drove real value for McDonald’s and
pushed the limits of our industry was an
exhilarating moment in my career.
And it won a couple of awards too,
which is always nice!
Your proudest achievement
in mobile?
My greatest achievement in mobile has
been building and leading a strong team
of creative, ambitious and technically
savvy women and men over the past
four years at Telescope. When I started
my career in mobile, developing and
Theresa Huston has worked at AT&T
Wireless. She is based in Los Angeles.
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 effective for mobile”
What do you most like about
your job?
Throughout my 10 years at Harte-Hanks,
one thing has remained the same – I love
the challenges that the market brings.
With the advent of social media, we all
need to change the way we think about
marketing and interacting with our customers. On top of that, new technologies are continually entering
the landscape.
Since my job focus is to bring new
media into our clients’ programs, I need
to stay on top of the emerging trends,
which I enjoy doing.
This requires me to dig into new technologies to guide the digital strategies
our clients should incorporate into their
marketing mix.
Mobile and social marketing have great
intersection. I find both areas to be fascinating and full of possibilities.
What’s the biggest challenge in
your job?
To some extent, consumer adoption of
mobile in particular is harder to prove to
clients, and getting some to take the
first step is a challenge.
Most companies I speak with are thinking of mobile holistically, which means
understanding the database requirements and data collection and analytics,
which may be holding them back from
taking that first step.
PAGE 21
Mobile has a different premise though,
in that it’s only as effective as it is relevant at an individual level.
Traditional methods of database mining
may not be as effective for mobile as
they are for email or direct mail.
Once companies realize this and get
started, they will wonder what took
them so long and wish they jumped
in sooner.
What is your work priority
for 2010?
My priority for the upcoming year is to
integrate social and mobile marketing
strategies into new offerings for the
agency at Harte-Hanks.
The strategies take the best advantage
of both mediums while providing positive user engagement and relevant marketing to the agency’s clients.
I really want to push the envelope when
it comes to creative and innovative uses
of mobile marketing for our client-base.
What will it take to attract
more women to mobile marketing?
Technology is not the focus of mobile
marketing. It’s the relevancy of the
channel and the need for strategic marketing-focused thinking that goes far
beyond cellular technology requirements
and advanced application skills.
I think once that is clear, we’ll see more
people in general, both men and women,
participating in the medium.
Your proudest achievement
in mobile?
Besides this honor from Mobile Marketer?
Educating marketers on mobile marketing is something that I truly enjoy, and I
love it when I see people thinking about
how they can apply it and getting excited about it.
Creating strategies for two clients, in
particular: the Internal Revenue Service
and a spec idea for a mobile baby
shower application were two things that
I am most proud of.
The IRS campaign proved out the concept of unbranded mediums in government and that engagement is possible
even for a governmental agency.
Mobile reminds me of being in the IT industry years ago – it is most definitely a
male-dominated industry.
The mobile baby shower didn’t go live,
but it stretched my imagination and its
concept is something that we will continue to develop as an offering.
Perhaps it is a technology barrier, but
this is just marketing through another
channel that integrates with the entire
marketing mix.
Jeannette Kocsis has worked at Jeannette Kocsis Consulting, UlsterNet and
Thomas J. Doerr. She is based in
Yardley, PA.
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
your job?
for 2010?
My job is constantly changing and
evolving with new
technological innovations.
To make sure that Unilever is delivering
value to our consumers where they want
it in the easiest and most
efficient manner.
I am constantly surprised with the new
uses for this technology.
What will it take to attract
more women to mobile marketing?
What’s the biggest challenge in
your job?
I think there are a lot of women already
involved in this space and not getting
the credit for it.
Making sure that we’re testing and prioritizing technology that has the best
chance for adoption by consumers
and retail.
As the industry continues to grow, more
women will come into the space and get
their deserved recognition.
Every day there is something new that
needs to be evaluated and we don’t
want to miss the next big thing.
What is your work priority
PAGE 22
Your proudest achievement
in mobile?
Delivering grocery coupons directly to
consumers on their mobile phone via
Samplesaint technology. This is the kind
of exciting technology that will make
consumers’ lives easier.
Stephanie C. Kovner-Bryant has
worked at Kraft, Procter & Gamble and
BMG. She is based in Englewood
Cliffs, NJ.
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
your job?
bring a concept successfully to the market in spite of this.
Generally, I really enjoy challenges that
are within uncharted territory and
where there is no guaranteed template
in place for success. Mobile in any form
or fashion provides this to some degree
right now.
With most anything new, a common
kneejerk reaction of larger companies
and even consumers is to look for reasons why something won’t work, which
is often simply because it has not been
done previously, so a current example of
success does not exist.
When we founded Third Screen – my
former company – in 2004, mobile advertising was at a very nascent stage
and virtually untested within the critical
carrier ecosystem, so moving the needle
forward in mobile advertising through
our work with Fortune 500 publishers,
advertisers and carriers was
extremely rewarding.
With my current project, MoxieQ, which is
a mobile-centric entertainment destination with a gay sensibility, we are attempting to define how a mobile-centric
publisher should be built and optimized to
take advantage of the mobile medium –
connecting, short-form content, utility,
interactivity – as well as to bring gaythemed content to the mainstream.
As both of these can definitely be classified as uncharted, I enjoy almost all aspects of my job every day.
What’s the biggest challenge in
your job?
I’d say with any early-stage startup such
as MoxieQ, it’s overcoming hurdles of
perception based on what hasn’t been
done before and figuring out ways to
PAGE 23
This translates to a risk bigger companies typically don’t like to take.
What is your work priority
for 2010?
MoxieQ is a consumer brand, so one of
our biggest priorities is user acquisition
and making sure our content formula is
on track so once we attract users to the
site they will not only return but with a
high level of engagement. This is the absolute key to our success.
We are a cross-platform publisher but
currently we have a mobile-centric approach to jump start our
user acquisition.
What will it take to attract
more women to mobile marketing?
Mobile is perhaps the most communication-centric medium to date and women
are typically natural communicators, so I
think it’s inevitable that more and more
women will gravitate to mobile marketing and be a key force in pushing the
envelope in its success and development.
It’s likely that today some aspects of
mobile and mobile marketing are caught
in the throes of appearing overly technical and undefined, which means some
folks, both men and women, might shy
away as the industry seems both overwhelming and risky.
Your proudest achievement
in mobile?
Of course, Third Screen selling to Advertising.com/AOL in 2007 was a
great moment.
But I’d say on a more personal level I got
a great deal of satisfaction from running
point on the first carrier advertising trials – both Sprint and Verizon while at
Third Screen – and receiving approval
for the first set of industry-wide ad
standards while co-chairing with Kim
Olson, then of Sprint Mobile Media Network, the mobile advertising committee
for the Mobile Marketing Association.
At the time both of these accomplishments contributed in a small way to the
definition of the mobile marketing
ecosystem and that was incredibly exciting and rewarding.
Heidi Lehmann has worked at Third
Screen Media, Emerging Interest, Artificial Life, Kaon Interactive and
Autosite.com. She is based in New York.
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 talkedabout leaders in mobile advertising”
What do you most like about
your job?
I’m a lucky person – I love my job.
I have the opportunity to define the new
terminology, standards and relationships
in a field that, I believe, is going to be
much bigger than the traditional PCbased Internet in the coming years.
If I had to choose one part of my job in
particular, I would say my favorite is
working with our internal team to put
out AdMob’s monthly metrics report, because it has increased the credibility of
the mobile industry while driving positive results for AdMob.
What’s the biggest challenge in
your job?
The biggest challenge I face is raising
awareness of both the mobile industry,
as a whole, and my company, AdMob, to
PAGE 24
people who are experts in related fields.
What is your work priority
for 2010?
More, bigger and better.
My goal for 2010 is to make sure everyone knows how AdMob’s mobile advertising platform helps advertisers connect
with a quality audience of consumers on
mobile devices and publishers to effectively monetize their mobile traffic.
Your proudest achievement
in mobile?
My proudest achievement is helping
AdMob become one of the most talkedabout leaders in mobile advertising.
I feel like I’ve played a role in helping to
move the mobile marketing industry
from being viewed as a minor niche, to
today as starting to take the center
stage of the media conversation.
What will it take to attract
more women to mobile marketing?
I’ve already seen the number of women
in mobile marketing grow significantly
over the past several years.
I don’t think anything needs to change
drastically. Women are seeing the opportunity in mobile and already making
their presence felt in mobile marketing.
Nicole Leverich has worked at Yahoo
and Fleishman-Hillard. She is based in
San Mateo, CA.
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
your job?
I love working in an emerging sector and
being able to educate and evangelize my
industry, both in and out of work.
People love their mobile phones and I
love to learn about how people are using
their phones.
I am fortunate to have the opportunity
to work with some great advertisers who
are dedicated to innovation, which allows me to be very creative.
Oh, and I really love having access to the
latest handsets before they hit
the stores.
What’s the biggest challenge in
your job?
I’ve spent my entire career in digital, so
it’s hard to believe that today digital accounts for less than 20 percent of total
ad spend.
Mobile typically falls into digital, so you
can only imagine what percentage of
the digital spend goes to mobile.
is always a challenge. Especially in the
current market, where budgets are
being cut.
As they say, no one ever gets fired for
choosing IBM and no one ever gets fired
for putting their spend towards TV.
But as media fragmentation increases,
it’s becoming harder and harder to reach
consumers through the traditional channels and mobile is stepping up as an
amazing and personal way to reach
today’s consumer. This obviously makes
me and everyone in my industry
very happy.
What is your work priority
for 2010?
This is really an ongoing priority, but ensuring that all brands are aware of the
amazing opportunities that are available
through mobile marketing and advertising, securing mobile as a line-item on all
plans, and, of course, capturing some of
the dollars being spent.
What will it take to attract
more women to mobile marketing?
Big fat salaries. Just kidding.
That said, ensuring that mobile gets the
proper attention and budget attribution
PAGE 25
Our industry is fairly technical, and men
typically gravitate towards more
technical fields.
But many of the key opportunities in
mobile are on the business side – marketing, sales, product – and educating
women about the business-focused jobs
and the vital role those jobs have in an
organization will play a key role in attracting women to our industry.
Your proudest achievement
in mobile?
I guess I have a few.
I have launched some very innovative
programs with advertisers. I have been
an active member on the Mobile Marketing Association mobile advertising
guidelines committee and collaborated
on the development of market standards
that impact all mobile advertising today.
And, I have actively recruited some
amazing talent into mobile and gotten
them very excited about their role in an
emerging industry.
Polly Lieberman has worked at Rip
Road, Juice Wireless, Kikucall,
MetLife.com, ClubMom.com and
Bolt.com. She is based in New York.
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
your job?
What’s the biggest challenge in
your job?
The pure challenge of it. I admit that I’m
not the first to volunteer to jump out of
an airplane or off a bridge, but nothing
gets me more jazzed than having to pedal
quickly to keep up with an industry.
The limitations of the technology and
reining myself in, having to remind myself that just because one device can
handle something, the other 95 percent
cannot. This means that instead of taking the easy way out, my team and I
need to get creative and figure out how
to develop technology solutions that
give us the most flexibility to work
across devices. Other challenges are educating internal and external clients.
On any given day, I have to think along
three or more different paths. I’ll have
one meeting about technology, and I’m
talking about the guts and innards of
mobile technology – the same language
that makes people next to me on the
train look at me like I’m speaking Klingon.
The next meeting will be with a client,
explaining the research methodology
behind our Mobile AdInsights or how we
can use mobile to capture fleeting insights in-store or at an event. Often
these meetings introduce me to a new
technology or research need that I have
to understand to measure it, which circles me back to another tech meeting.
Keeping up with the technology and
client needs are a challenge, but they
are nothing when it comes to understanding consumers and their use of
mobile. Every time I leave my house,
and thanks to Twitter and RSS, even
when I don’t leave, my ears and eyes are
tuning into the relationship consumers
have with their phone.
I have counted the number of people
talking, texting or looking at their phone
while at the grocery store, asked college
kids sitting next to me on the Metro
about their SIM-card-swapping habits,
and whipped out one of my phones to
get someone’s feedback on an application.
These observations and interactions
constantly remind me that I am not the
consumer and keep me on my toes.
PAGE 26
The amount of skepticism has decreased
over the past three years, thankfully, but
it’s not uncommon to have someone say
to me, “My target isn’t using their mobile phone for anything but calls.”
Jumping into education mode is second
nature by now, with statistics and data
burned into my brain.
The trick that is the most difficult is
making it real to them – data is good
but relating a story that brings it all together is more powerful than rattling off
percentage after percentage.
What is your work priority
for 2010?
When I first started in the mobile industry, 90 percent of my time was spent educating the marketplace. I would walk
into rooms and have people blink at me
when I started talking about short codes
and keywords.
Today, education is less than half my
time and I can focus more on digging
under the surface of mobile to help advertisers and marketers optimize their
mobile strategies. We know what the
technology can do, but now we need to
know the optimal mix and how other
emerging media is going to be impacting things. That’s going to be my focus
for the next year or so.
What will it take to attract
more women to mobile marketing?
I don’t have an easy answer for this one.
The women in mobile that I know have
an eclectic background and their entrance into mobile cannot be categorized in one way.
To pull out an analogy to advertising
strategy about getting more women into
mobile, we’re introducing a new product
and right now it’s all about generating
awareness and moving women down the
investigation process.
An industry outreach function that involves speaking at schools, developing a
community where women can learn
more, anything to get the word out that
mobile marketing is a possibility, is a
good place to start.
The industry itself could try to balance
out the scales as well in the skill sets
they are hiring. Instead of focusing on
engineers with a deep technology background, companies should look for the
people with a passion for mobile marketing. Having a vision doesn’t mean being
able to program the solution yourself.
Your proudest achievement
in mobile?
Honestly, my proudest achievement is
simply the network that I’ve developed
while working in this industry.
I have never been around a more unique,
diverse group of people working towards
a common goal. It’s a privilege to be a
part of this group.
Joy Cicman Liuzzo has worked at AOL,
MCI, Economic Systems and Ferguson
Enterprises. She is based in
Stamford, CT.
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
your job?
First, I work with the smartest group of
people in the industry – they are enthusiastic, energetic and passionate about
delivering the best possible consumer
experience to our users. They are always
thinking about what is next and how to
make our products better for consumers
and advertisers.
A close second is Pandora itself.
Knowing that we are redefining what
radio is in a connected world and enabling consumers to have access to this
unique way of discovering music truly
gets me up in the morning.
Third, I enjoy being part of a medium
that’s on the cutting edge, that’s up-tothe-moment.
As a society, we’re discovering what can
be done via mobile technology, and
bringing Pandora to consumers this way
is exciting, fun and loaded with exceptional possibilities.
Also, bringing our consumers messages
from top-notch U.S. brands that we
think they’ll have an affinity for is a
PAGE 27
service I like providing.
What’s the biggest challenge in
your job?
We are growing so fast that managing
our phenomenal growth so that the
paths we take are really the best ones
for our clients, our users and the product itself is an exciting challenge.
What is your work priority
for 2010?
We will continue to build out our platforms with mobile as one of the
key pillars.
We will focus on adding features and ad
opportunities that keep our consumers
happy and offer advertisers ways to engage their targeted consumers.
we provide can be insightful advocates
of what their contemporaries are
looking for.
Your proudest achievement
in mobile?
Getting it right with our apps on mobile
and offering consumers the best possible
experience that has made Pandora a
daily habit for our 12 million
mobile users.
The phenomenal success we had with
our iPhone app, Palm and, now, Android
has helped propel us to the growth
we’re now seeing with many new platforms and the excitement that lies
before us.
What will it take to attract
more women to mobile marketing?
A supportive workplace that embraces
input from a wide swath of people:
women, men, young people just out of
college, seasoned professionals willing
to share hard-won knowledge.
Women who enjoy the technology that
Cheryl Lucanegro has worked at
Edutopia, Salon Media Group, The
Industry Standard, Upside Media and
Ziff-Davis Publishing. She is based in
Oakland, CA.
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
your job?
I truly enjoy the educational opportunities my job affords me.
I love sharing what I learn about the industry with my coworkers and
my clients.
What’s the biggest challenge in
your job?
The biggest challenge in my job is staying ahead of the curve, reading all of the
trades and staying on top of the latest
advancements the industry bears, and
keeping my colleges and clients abreast
of the new trends and advancements.
What is your work priority
for 2010?
My single most important career goal
for 2010 is to be a valued employee
PAGE 28
within the Draftfcb organization, as well
as a valued member with strong contributions to the mobile
marketing industry.
To be seen as a leader, someone who exemplifies and represents strong values
both inside and outside of the
Draftfcb company.
Overall, I strive to be someone who people respect and want to work with or
have on their team.
What will it take to attract
more women to mobile marketing?
Your proudest achievement
in mobile?
Creating mobile evangelists, one at
a time.
One of my proudest moments is when a
coworker in the Draftfcb organization
reached out to me and requested to
spend more time with me to learn more
about mobile.
That same coworker recently presented
and successfully sold in a mobile program to her client. I was thrilled!
Attracting new talent in the mobile
marketing industry is something we active participants should be doing
more of.
It is up to us women and men to cultivate new members and encourage
their participation.
Kim Luegers has worked at OMD and
Mediaedge: cia. She is based
in Chicago.
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
your job?
What is your work priority
for 2010?
In my consulting role, I enjoy helping
companies new to mobile navigate the
wireless ecosystem and develop strategies to effectively reach their
target consumers.
I will continue to work with my industry
peers to help build a global mobile marketing industry and position the mobile
channel as the leading media channel.
When a company which has not previously deployed a mobile campaign sees
success above and beyond their traditional or digital media channels, it is a
good day indeed.
What’s the biggest challenge in
your job?
There is a tendency for some companies
in the ecosystem to make mobile appear
more complex than it is, often discouraging new companies from dipping their
toes into the space.
Common guidelines and great educational tools have made mobile easier to
engage in, but contrary opinions often
hamper market development and make
the mobile sell harder than it needs
to be.
PAGE 29
What will it take to attract
more women to mobile marketing?
Mobile marketing is still a relatively new
segment and many new marketers are
not aware of the opportunities
within mobile.
Education at the university level as well
as within our own industry will be paramount to encouraging more women to
enter the mobile marketing space.
The technology fields have long been
dominated by our male peers and it will
require cooperation amongst women already in the industry to help bring the
new women into our ranks and create
opportunities for them.
Initiatives like Women in Mobile Data
Association, Women in Wireless and
highlighting female leaders in our space
through lists like this Mobile Women to
Watch list will help inspire those new to
the industry to participate.
Your proudest achievement
in mobile?
During my tenure as president of the
Mobile Marketing Association, I was
very proud to help to build a global
community of thought leaders whose
mantra was collaboration and openness
to advance the mobile marketing
industry worldwide.
To have had the opportunity to help create and drive the mobile marketing industry globally was a once-in-a-lifetime
experience and something I continue to
be very proud of.
Laura Marriott has worked at the
Mobile Marketing Association, Intrado,
Cyneta Networks and Cell-Loc Inc/
TimesThree. She is based in
Victoria, British Columbia, Canada.
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
your job?
I love that my job provides me with an
opportunity to combine my passion for
wireless and new technologies with my
marketing and product
development experience.
These new technologies are, in essence,
uncharted waters that have an exponential amount of potential.
We haven’t even begun to reach the
limits of what we can do for mobile
marketing using wireless technologies.
I get great satisfaction out of identifying
emerging opportunities, running with
them and creating something entirely
new for our industry.
What’s the biggest challenge in
your job?
Launching mobile advertising at Verizon
required being entrepreneurial within a
large company atmosphere, which in
and of itself is a challenge.
Today, my challenge is taking something
considered experimental and shifting
viewpoints so that it becomes part of
the mainstream marketing mix.
This is something we need to continually
PAGE 30
balance in order to keep innovating
while growing and expanding.
What is your work priority
for 2010?
Our group is focused on identifying inventive avenues for providing value to
advertisers and consumers.
We’re working on addressing some of
the challenges the overall mobile marketing industry faces, such as independent third-party measurement and
evolving standards.
Of course, we are also continuing to educate brands and agencies on the power
of mobile advertising and its ability to
help them meet marketing objectives.
What will it take to attract
more women to mobile marketing?
Lists like these can educate other
women about the various roles they can
play in mobile marketing.
I would say this to women considering a
career in mobile marketing: “Don’t think
about it as being a woman in a man’s
world, think about yourself as being an
integral piece of an absolutely
amazing industry.”
The bottom line is this: It shouldn’t matter if you are male or female, so don’t
let it.
Your proudest achievement
in mobile?
Launching mobile advertising at Verizon
with top-tier brand partners is among
my proudest achievements.
We proved there was an appetite for
mobile marketing and that brands were
willing to shift their dollars to a new,
but highly effective medium.
Moreover, we were able to create a
successful advertising program without
sacrificing the consumer experience.
Thankfully, I see more women in the
wireless industry today than I did 10
years ago.
In order to continue this growth, women
need to take the bull by the horns and
not be intimidated being surrounded
by men.
Stephanie Bauer Marshall has worked
at J. P. Morgan Chase’s Merchant Link
and CTIA – The Wireless Association.
She is based in Laurel, MD.
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
your job?
What is your work priority
for 2010?
Working in mobile is the most exciting
thing I could be doing right now. It’s a
blue, blue ocean full of opportunity and
room for innovation.
Continue to build brand awareness
among both consumers and advertisers,
drive higher engagement rates and refine our targeting capabilities.
At ChaCha, we get to delight our consumers every minute of every day by answering millions and millions of
their questions.
What will it take to attract
more women to mobile marketing?
Our unique-flavor social search hits a
real nerve with both consumers and advertisers. It’s exhilarating to build something so unique from the ground up.
What’s the biggest challenge in
your job?
Spreading the word about our ability to
intensely engage teens and young adults
through texting.
Our engagement rates are through the
roof, but mobile is new, so we spent a
lot of time educating advertisers on
the opportunity.
PAGE 31
Anytime you steal thunder from Google
in a search category you should be very,
very proud.
In my experience, women intuitively understand what drives purchase behavior
and consumer adoption. These skills are
critical for startups and new ventures.
They are also good managers and
team assemblers.
As the industry matures, there will be
more opportunities for everyone,
including women.
Your proudest achievement
in mobile?
Outpacing Google as the fastest-growing mobile search provider for three
quarters in a row.
Susan Marshall has worked at Apple
and Macromedia. She is based in
Indianapolis, IN.
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
your job?
Every company has to make a choice
about where they focus. We focus on
advertisers, which makes it simple to
plan our marketing program.
Focusing on customers is easy when the
entire company is shaped around ensuring their success. That level of focus enables me to lead our marketing team in
listening, planning, acting and reacting
to customer needs.
What’s the biggest challenge in
your job?
We view advertisers as our top priority.
Second to that, we focus on lifting the
mobile advertising ecosystem.
With more than 64 million people accessing the mobile Web, which is onethird of users on the wired Web, it’s no
longer a fledgling, startup industry.
Driving advertiser-focused metrics,
speaking in common terms and benchmarks for success are just a few of the
areas we support.
There is an opportunity to educate the
industry at-large, particularly customers,
about the benefits of mobile.
But the hype around devices and apps
sometime clouds the real opportunity
for brand advertisers.
Just like any emerging, high-growth industry, education is a challenge, but we
view it as an important opportunity for
the advertising industry.
What is your work priority
for 2010?
In a recent agency/brand survey with did
PAGE 32
with DM2PRO, we found that 60 percent
of non-mobile marketers will buy mobile
advertising in 2010.
As the marketing lead for the largest
and fastest-growing mobile ad network,
it would be easy to get distracted. In
2010, we will stay focused.
We will likely add staff and continue to
invest in sales, account management,
operations and technology in order to
further scale our business to meet the
growing advertiser demand.
We will champion and embrace one set
of metrics for mobile in order to help
advertisers have even higher confidence
in utilizing mobile advertising to engage
their target consumers.
We’ll continue to be a champion for the
industry associations and organizations
that will navigate the ecosystem
through the challenges and opportunities that come with a highgrowth industry.
What will it take to attract
more women to mobile marketing?
I’ve spent most of my career in mobile
and telecommunications, and while it
has typically skewed male, I imagine
that’s true in any technology-based industry.
Just look at an agenda at any mobile
marketing conference – the list of
speakers will be at least 70-80
percent male.
I think Millennial Media breaks from the
norms on this. Women make up onethird of our management, including our
head of campaign operations, human resources, finance and marketing.
Altogether, approximately one-half of
our company is women, most under the
age of 35, so there’s another wave of
women leaders in the mobile ad business coming up the ladder.
Your proudest achievement
in mobile?
Besides being named a Mobile Woman
to Watch in 2010, I have many achievements of which I’m most proud.
First, it’s exciting to watch our clients’
campaigns recognized as best-practice
initiatives. When the Stevie for Best
Marketing Campaign of the Year was
given to Paramount Pictures’ (Mediaedge: CIA) Eagle Eye Mobile Challenge,
it represented the only mobile advertising campaign recognized in 2008.
Fanta (Coke and MediaVest) won the
Best in Show and Best Mobile Creative
at the recent Mobi Awards, and the campaign was recognized as a Best Practice
campaign by Forrester Research.
Next, launching the Scorecard for Mobile Advertising Reach and Targeting
(SMART) was a significant achievement.
For the first time in the industry, there is
a monthly advertiser-focused report that
shows how mobile advertising was helping them to reach their campaign goals.
It’s no small feat to produce the scorecard every month because it’s derived
from actual campaign and network data.
The feedback we get from advertisers,
publishers and analysts alike keeps the
program as a centerpiece of our work.
Erin (Mack) McKelvey has worked at
Sirius XM Radio, VeriSign, American
Management Systems and BT Ignite.
She is based in Baltimore, MD.
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
your job?
The people I get to work with at
GPShopper. We have some great external partners and our internal team’s camaraderie is incredible.
Also, I like the challenge of the position.
Part of what attracted me to mobile was
that it was based on new and exciting
technologies that were being created as
the industry was finding its legs.
It reminds me of the ’90s when I started
in interactive and there was a pioneer
spirit among everyone in the industry.
What’s the biggest challenge in
your job?
One of the biggest challenges about my
job, and I believe the industry as a
whole, is education.
Whenever a new technology platform
emerges in marketing, as mobile is now,
there is a challenge of educating marketers as to how it can be used effectively and separating fact from fiction of
the technology.
PAGE 33
I am encouraged as I see many marketers now embracing mobile programs,
but there is still a hesitation as they try
to reconcile it with traditional metrics
and campaigns.
I think it is important for mobile marketers to work with their partners to really educate them as to how mobile can
successfully play a role as a permanent
part of their mix.
What is your work priority
for 2010?
Really I have two.
For our custom-solution clients, my priority is to continue evolving strategic
programs that enhance their brand and
meet their marketing and
promotional objectives.
partners to our shopping platform, or
working with more great carrier and
handset partners to make sure Slifter is
accessible to consumers on their device.
What will it take to attract
more women to mobile marketing?
Just industry growth and
increased opportunity.
As the industry grows and companies
grow with it, women in tangential industries such as digital marketing or
print marketing will see the new opportunities created. And hopefully, those
opportunities will also create more leadership roles in the field for women.
Your proudest achievement
in mobile?
This certainly is one of them.
I think it is important to keep learning,
gathering data and evolving mobile
strategy so it can fulfill on its unique
promise as rich, localized and personalized engagement tool for consumers.
Also, and quite related, is to continue
working on evolving Slifter, whether
that means adding new retail or brand
To be recognized in my field is wonderful. I am also really proud of being a part
of GPShopper and watching the company grow over the last couple of years.
Maya Mikhailov has worked at Quigo
and Estco. She is based in New York.
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
your job?
There are so many challenging aspects
to PR and marketing that I love as a
CEO. I relish getting back down to the
very basics: spending time talking with
clients and strategizing ways to help
them grow their business from the
ground up is an invaluable and
exciting experience.
Whether it’s securing stories in the
press, developing speaking opportunities,
participating in strategic planning or
just helping to put brand or partnership
deals together, seeing the end-result of
our work and helping clients achieve
their goals is inspiring and rewarding. At
the end of any given day, if we can help
resolve or remove a client’s challenges
on any level to enable them to move
closer towards achieving their goals –
it’s a good day.
What’s the biggest challenge in
your job?
Balance and time. Knowing when the
day is actually over even when it’s way
past midnight. Running a fast-paced PR
firm, in addition to managing clients and
running industry-leading events such as
the Mobile Excellence Awards and Mobile Mondays, doesn't leave much time
for anything else.
Each day is different from the day before
and we always make sure our clients are
the priority, so finding any personal time
to do anything else or to attend networking events is difficult at times. But
all the intense work is the worth the
sacrifice when we see our clients
PAGE 34
accomplish their goals and success.
What is your work priority
for 2010?
To expand the agency, its services and to
create more industry events that help
build and give more back to this vibrant
professional community and our clients.
Axis PR has the reputation for delivering
above and beyond client and industry
expectations – we are constantly striving to bring more value to our clients
above and beyond normal expectations
of most PR firms out there. So we will
be looking into bringing more technology and brand partners on board.
We are also looking to expand the
Mobile Excellence Awards. Going into
year three the event is showing tremendous growth, and we’re starting the
early-planning stages to take it global
with strategic partners soon.
What will it take to attract
more women to mobile marketing?
The willingness to just open the doors
and let them in. There are so many opportunities for bright women in this
space! It can be difficult in male-dominated industries at times for some
women, so finding someone who will
take the time to mentor you and teach
you is a valuable benefit. Getting involved in committees, organizations and
events is a great way to network and see
what opportunities are out there as well.
Our agency has a well-developed outreach system for young women, and
we’ll be expanding that through some
interesting programs through our
events arm.
Your proudest achievement
in mobile?
Was in the creation and development of
the Mobile Excellence Awards. To see
the impact it has had on the industry in
the first two years, and watching how
much it has grown and influenced the
companies and communities involved is
an amazing experience.
I grew what was supposed to be just another small year-end Mobile Monday
networking event into one of the most
prestigious and coveted award programs
in mobile entertainment.
Creating an entity that is known for
honoring the best of the best in mobile
entertainment, technology, marketing
and media with the support of industryleading partners, media and corporate
sponsors has been an amazing journey.
To build something from nothing that
offers so much value and insight to
companies ranging from startups to
brands and studios is something I’m very
proud of. I’m extremely honored to be
able to watch a lot of these companies
grow over the year and then share in the
excitement. It’s wonderful to see them
get recognized in front of the industry
and their peers for their all their hard
work and mobile innovation.
Sarah Miller has worked at Neale-May
& Partners, Omnikron Systems, John
Hancock and The New England. She is
based in Beverly Hills, CA.
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
your job?
I am constantly reminded that we live in
the future – a future that I am seeing
take shape every day, and that I am actually helping to define. How exciting
is that?
Also, I am learning all the time.
What I get to think about day in and day
out – innovation – is something that, by
definition, changes constantly. There is
always something new, intriguing, creative, inspiring, confusing – something
that keeps me curious. It’s overwhelming
at times, but in the best way.
What’s the biggest challenge in
your job?
Bridging the gap between what I am
seeing around the bend and what the
mainstream market is ready for. Staying
innovative, yet realistic.
There is a lot that is possible today, but
you need to always bear in mind what
people will actually do – or what it will
take to change their behavior.
In mobile, you need to keep an eye on
PAGE 35
the future and a foot grounded in the
present, which is not always easy.
What is your work priority
for 2010?
Globally scale MobileBehavior’s emerging trends offering.
I hope to layer our insights with data
from the real world to more accurately
guide media and consumer interactions
in every possible environment and corner of the world, regardless if traditional
media is already in place or not.
What will it take to attract
more women to mobile marketing?
Mobile marketing is very male-dominated, which can be intimidating for
women. However, this hasn’t stopped us
in any other industry, and it won’t in
mobile either.
this will further break down barriers in
the industry.
Your proudest achievement
in mobile?
Other than being named to this list?
I would say participating in the development of AT&T’s 2009 youth segment
Lifestreaming strategy.
We took something that we’d been seeing – young people capturing and
chronicling their lives via mobile – and
crafted a marketing strategy around
this insight.
Our job was to extend mobile services
across every possible youth touch point
and facilitate branded interactions, ones
that synched with this existing behavior
– “lifestreaming” – and were completely
initiated and controlled by the user on
their mobile phones.
In fact, I think we will begin seeing a
new generation of young women enter
the workplace, a generation that doesn’t
remember a time before mobile phones.
Through the programs we created with
AT&T, we developed opportunities for
the brand to spend time and build a relationship with youth.
These women will be perfectly comfortable and fluent with the technology, and
Allison Mooney has worked at Condé
Nast Publications’ Details and Random
House. She is based in New York.
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
your job?
I love the opportunity to work with different clients across various industries.
Because Dynamic Logic works with
agencies, publishers and advertisers directly, I get to learn about and work
across virtually all industry categories,
from consumer packaged goods to finance to entertainment.
I get the chance to see a variety of mobile campaigns and help come up with
unique solutions to measure them.
What’s the biggest challenge in
your job?
I would say the biggest challenge is the
ever-changing mobile landscape.
There are constantly new players in the
space, new technologies and new marketing options. Keeping up with everything and everyone on top of day-to-day
job functions can be tough.
Additionally, because we know how important standards and norms are to
measuring advertising effectiveness, it
PAGE 36
becomes challenging to keep some consistency across research instead of reinventing the wheel every time.
However in mobile, sometimes a new
wheel is simply needed!
I mentioned the challenges regarding
the constant changes in technology and
options. However, at the root of it, mobile is a marketing channel with similarities to other digital channels and even
traditional channels.
What is your work priority
for 2010?
Innovative women who are willing to
learn and are not afraid of change will
do well in mobile marketing!
My priority for 2010 in the mobile space
would be to help our clients get better
and more access to the data they need
to make the right decisions in
mobile marketing.
I want to help provide valuable research
and to be able to share those learnings
with the industry via white papers, case
studies and speaking engagements.
If we help prove the value and impact of
mobile, we can get more advertisers trying and using it.
What will it take to attract
more women to mobile marketing?
I think once women realize mobile marketing is not completely unfamiliar territory, more women will flock to it.
Your proudest achievement
in mobile?
If I can’t say being named to the Mobile
Women to Watch 2010 list, then I would
say my proudest achievement would be
participation in a number of local panels
and seminars on mobile.
I enjoy the smaller events because they
are more intimate and attendees can ask
a lot of questions. It’s nice to be asked
to participate as an expert and I would
like to continue to educate the industry
whenever I can.
Jennifer Okula has worked at Accenture, DoubleClick and Bolt.com. She is
based in New York.
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
your job?
What is your work priority
for 2010?
Your proudest achievement
in mobile?
What do you most like about your job?
I love to problem-solve.
I love looking at the final numbers
and results.
The ability to work with a client that
may know very little about mobile and
help them understand the capabilities of
what we offer is exciting.
I want to figure out better ways to predict behavior through results and how
we can help marketing companies better
understand the interaction between
using the cell phone and their brands.
It is hard to pinpoint one event. There
have been so many great programs executed! Even the smallest programs, I feel
ownership and pride.
My background is in the entertainment
industry, so I understand the lightbulb
feeling – “Wow, you can really do that
with a mobile phone?” It is very rewarding for me and the client.
What’s the biggest challenge in
your job?
The biggest challenge is finding ways to
convince the rest of the marketing world
to take a chance on mobile marketing.
There are still technology barriers to implementing some of the capabilities we
offer. It will take some time for some
companies to move forward. Thank
goodness for the early adopters!
PAGE 37
I guess my personal achievement would
be the ability to talk to our production
team and actually speak the
same language!
What really drives that consumer to participate? I think we can figure out part
of that answer through mobile.
I also would like to integrate more mobile and entertainment properties.
I also have mobile health on my learning
list. It is very interesting and I can see
future savings in the
healthcare industry.
What will it take to attract
more women to mobile marketing?
Better visibility. I think we are
getting there.
Theresa Page has worked at Mango
Mobile, Steeleworks Entertainment and
Wright Entertainment Group. She is
based in Orlando, FL.
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
your job?
I enjoy the foundation of marketing
strategy, but I am especially inspired by
introducing new marketing tools to our
franchisees to assist them in attracting
and retaining customers to their hotels.
marketing platform we introduced in
2009 and take the lessons learned to
better integrate mobile within the
hotel industry.
This foundation will allow mobile to
grow as a key component of our overall
2010 strategy.
What’s the biggest challenge in
your job?
What will it take to attract
more women to mobile marketing?
My biggest challenge is instilling the
importance of marketing in franchisees
that specialize in hotel operations.
Regardless of gender, I feel mobile marketing will move from the non-traditional to the norm in the
marketing arena.
Ping Mobile was integral in breaking the
key concepts of mobile marketing down
so I and the franchisees in our test campaign could understand and implement
the mobile marketing initiatives.
As a result, more women will be attracted to explore this marketing resource and grow along with
mobile marketing.
What is your work priority
for 2010?
Your proudest achievement
in mobile?
To continue to strengthen the mobile
I have been proud of the launch of our
PAGE 38
initial mobile marketing effort.
This campaign attracted engaged consumers and strengthened their loyalty to
our test group, the Days Business Alliance.
The exploration of this new channel of
marketing was a result of our partnership with Ping Mobile.
Tina M. Perry has worked at AtlanticConcord Management Co. and Tollman
Hundley Management Co. She is based
in Corsica, PA.
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
your job?
Telecom is one of the fastest-growing
industries worldwide.
With more than 4 billion mobile subscribers, there are indications that mobile’s trajectory will mirror – and likely
outpace – the online digital revolution.
Mobile creates tremendous opportunities for both marketers and consumers.
It enables an anytime, anywhere exchange of information and enriched
media consumption. So mobile is definitely a thrilling place to be!
Thus, an important focus of my job is
educating the market about the audiences that mobile can deliver.
Companies and individuals should focus
on developing the skills and knowledge
for this important and evolving medium.
Today, in the U.S. alone, there are already 55 million subscribers using the
mobile Internet, 71 million downloading
content and 132 million texting. These
numbers should be compelling to
any marketer!
Knowledge building comes through active investment and engagement in mobile campaigns, participation in key
industry associations, like the Mobile
Marketing Association, the Interactive
Advertising Bureau and CTIA, and challenging individuals to extend their marketing savvy and creativity to mobile.
What is your work priority
for 2010?
Innovation is probably my most critical
goal for 2010.
In my position, I’m fortunate to play a
central role in delivering measurement
and insights to our clients on the total
mobile experience.
At Nielsen, next year and beyond, we are
focused on development, expansion and
enhancement of our mobile audience
and mobile advertising solutions.
It is essential for Nielsen to match the
mobile industry’s fast-paced evolution,
making it both exciting and challenging
for me to develop and bring to market
innovative measurement solutions.
Key efforts will focus on electronic
measurement and new services around
behavioral targeting, as well as tracking
of mobile ad exposure and
advertising effectiveness.
What’s the biggest challenge in
your job?
What will it take to attract
more women to mobile marketing?
There is clear evidence that marketers
are graduating from experimenting with
mobile to leveraging it as an integral element in their marketing strategy.
Increasing investment in mobile marketing is the single most important factor
that will drive more professionals –
including women – to engage.
Still, market readiness continues to be a
factor and something that I strive
to enable.
Given women’s already strong presence,
leadership and success in marketing and
advertising, there is already an amazing
pipeline of female talent.
Even where mobile is embraced, it still
represents a relatively insignificant proportion of marketing dollars.
PAGE 39
Mobile marketing will be a critical extension of any marketer’s toolkit.
Your proudest achievement
in mobile?
My first job was at Catalyst, where I researched and advised companies on organizational best practices to recruit,
retain and develop women.
Back then, I was on the outside, looking
in. Now I find myself on the other side in
Corporate America, having spent the
past nine years in the mobile industry.
One thing has remained constant over
my entire career: an interest and commitment in helping women succeed in
the workplace.
It’s a real honor to be called out as
someone who might inspire other
women to consider a career in mobile
advertising, marketing and media. I certainly count being recognized as a potential mobile role model to other
women as one of my
proudest achievements.
Julia Resnick has worked at Harris
Interactive and Catalyst. She is based
in New York.
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
your job?
I wake up every morning with such gratitude for being able to go to spend my
days with a company and a job I am so
passionate about.
That passion extends to every member
of my team, where as a cohesive unit we
pursue cutting-edge mobile projects and
developments, and record ground-breaking client campaigns and growing ROI
results. It is an honor to be part of a
leading-edge industry.
What’s the biggest challenge in
your job?
Client and consumer education.
There is still a need for further education
in the mobile space and particularly a
strong need to clear up the various misconceptions many clients and partners
may have about mobile marketing.
These range from pricing, challenges in
set up and execution, legal parameters
on privacy, as well as the benefits and
future of the mobile space which many
still consider to be prospective.
We cannot stop monthly webinars,
training sessions, monthly newsletters
and several other tools designed to continuously educate our clients and partners on how to best craft an effective
PAGE 40
mobile plan, how to execute, measure
results, create trend analysis and optimize accordingly.
What is your work priority
for 2010?
My top priorities are to focus on expanding our cutting-edge technology as
the U.S. market becomes more accepting
of various mobile initiatives, campaign
success, client education and
consumer satisfaction.
We will only realize our full success
when our clients understand the best
way to use this powerful media and
when consumers receive what they have
opted in for.
What will it take to attract
more women to mobile marketing?
As the mobile marketing industry matures, there will be an increasing need
for smart people to take the lead. This is
as much an industry of consumers as it
is of business people.
Anyone that can adapt and function in
both worlds will have the opportunity to
achieve success in this industry.
In addition, having a successful female
mentor is crucial to driving more women
into the mobile marketing industry.
The results are also in – women who
have had mentors to whom they’ve been
able to turn for guidance have said
these relationships were a big part of
their early success.
Successful women leaders will inspire
more women to join and lead the mobile
marketing field. I firmly believe that
we’ll see a large influx of successful
women in our industry over the next
couple years.
Your proudest achievement
in mobile?
My proudest moments are when we run
successful mobile programs with high
conversion rates, as they prove that mobile marketing is a genuine and effective
marketing medium that is able to produce tangible results.
An early restaurant campaign that we
ran with one of our partners went viral
and achieved a 113 percent redemption
rate! A television campaign we ran with
another partner saw the network’s ratings increase right from the start of the
mobile campaign!
Producing ground-breaking results for
our clients is what I am most proud of.
Shira Simmonds has worked at Spiral
Technologies and eSafe Technologies.
She is based in Englewood Cliffs, NJ.
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
your job?
Engaging with our customers
and partners.
I love working with the breadth of incredible talent, passion and energy
found in the mobile marketing industry.
ing at a rapid pace and there is so much
we’d like to contribute to the advancement of the mobile marketing sector, so
prioritizing where and what Neustar can
to do to make the biggest impact
is important.
What is your work priority
for 2010?
From working with CEOs and business
development managers of small, emerging startup companies, to supporting the
digital talent found in huge media, entertainment and publishing empires, as
well as directly interacting with brand
and advertising managers at the enterprise and agency levels, the commitment
and innovation individuals in this industry offer is phenomenal.
Continued investment and expansion of
Neustar’s mobile initiatives, specifically
interoperable and scalable mobile marketing and commerce services.
So many people with big ideas and
sound pragmatic approaches are entering the mobile marketing space.
The introduction of new mobile marketing methods like bar codes and mobile
commerce solutions will bring rich, tailored and immediate content and engaging experiences to enterprises
and consumers.
Not only are these individuals propelling
their companies forward, but many are
dedicating resources and contributing to
key organizations that help drive our industry forward, like the Mobile Marketing Association, CTIA, GSMA, Direct
Marketing Association, ad:tech
and others.
What’s the biggest challenge in
your job?
The mobile marketing industry is grow-
PAGE 41
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 will it take to attract
more women to mobile marketing?
Companies to support women in mobile
at senior levels and exposure just like
Mobile Marketer are making it possible
for women to make significant contributions to the industry so other women
can get as excited about this industry as
we are.
Your proudest achievement
in mobile?
Contributing to the exponential growth
mobile messaging and mobile content as
achieved through common short codes.
Neustar manages and operates the
Common Short Code Registry.
Common short codes empower consumers to order exciting digital content
plus pizzas, banking services and more.
Consumers can receive news, stock,
weather, medical and emergency alerts,
as well as launch WAP links, download
applications and do things we never
imagined prior to launching the service.
Short-code-based marketing is responsible for driving over $2 billion of messaging and content revenues, contributing
to the launch of new companies and
making information, entertainment and
content available anytime, anywhere
to consumers.
I look forward to helping Neustar continue to positively drive common-shortcode-based mobile messaging services
and deliver these same benefits through
other interoperable mobile marketing
and commerce services.
Diane Strahan has worked at TechnoServe, AOL, CareerBuilder, MCI and
GTE. She is based in Sterling, VA.
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
your job?
What is your work priority
for 2010?
companies look to mobile as a new marketing vehicle.
I like the dynamic pace of marketing. It’s
exciting to launch a game-changing
product, throw an exclusive event and
field questions from the press all in the
same week.
Right now, social media is a major priority for my team and a top marketing initiative in the coming year.
Your proudest achievement
in mobile?
The goal is to drive additional ways for
businesses to stay connected to clients
and partners.
I’m most proud to have helped build our
company from an idea just over three
years ago into a real market
mover today.
Also, the opportunity to work with people in the entire mobile value chain is
what drives me every day.
I have touch points with mobile marketers, advertisers, industry influencers,
analysts – so I get to interact with
pretty much all types of people who
work in the space.
What’s the biggest challenge in
your job?
Creating a clear message to companies
about why mobile should be part of
their marketing plan.
Many businesses today are still unfamiliar with how to use mobile marketing or
advertising to promote their companies.
My job is try to make that message as
simple and effective as possible.
PAGE 42
What will it take to attract
more women to mobile marketing?
Women are becoming larger consumers
of mobile goods and services – especially the younger demographic – and
are using their mobile devices as a way
to stay connected.
As both of these trends progress, I think
women will become more interested in
working in the mobile space.
With that comes the reward of helping
thousands of companies get on board
with using mobile to help spur
their businesses.
It’s been particularly exciting to witness
emerging technologies like MMS, and
now advertising, help drive the innovation and adoption we see in the
market today.
Mobile commerce campaigns involving
store coupons will attract women,
in particular.
In addition, we are seeing a greater
number of female executives at national
brand companies, so that will drive more
opportunity in the space as these
Amy Thomas has worked at NEC’s
Active Voice. She is based in Seattle.
Mobile Marketer MOBILE WOMEN TO WATCH 2010
LYNN TORNABENE
Chief marketing officer
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
your job?
I am privileged to work in a company
that is both the fastest-growing mobile
ad network and the technology leader,
full of smart, dedicated team members
who are passionate about mobile.
I love working in a company and an industry that is growing and adding value
to both the bottom lines of many companies and to consumers’ lives.
I’d have to say what I like most is working with our clients to develop new insights into mobile consumer behavior.
What’s the biggest challenge in
your job?
We have such a big opportunity to provide insights to the advertising community and to help marketers understand
how to best integrate and leverage mobile in their plans, and I just wish we
PAGE 43
could do everything faster!
What is your work priority
for 2010?
To continue to be a growth champion
for the industry, for our clients and for
Quattro Wireless, focusing on highlighting our unrivaled targeting precision,
network transparency and the ROI we
provide for our advertiser and publisher
partners.
I really believe our Q Elevation dynamic
targeting technology can revolutionize
the industry and it is a key priority for
me to get the word out.
As an industry, we need to reach out to
students in business and marketing programs today to evangelize mobile, and
we need to connect with women in
other industries who want to be where
the action really is today in marketing.
Your proudest achievement
in mobile?
Personally, having been in the industry
for only six months, I’d have to say
being selected for this list!
What will it take to attract
more women to mobile marketing?
But in the larger picture, being part of
the amazing Quattro Wireless team that
is driving our business to grow faster
than the industry, bringing new advertisers and publishers to mobile every day
is immensely satisfying.
I think working in the mobile space provides an amazing opportunity for personal and professional growth, so I think
just telling that story to both those
starting their careers and those looking
for a change is the key.
Lynn Tornabene has worked at Google,
DoubleClick, Stockback, Wunderman,
IBM and PIA Radio Network. She is
based in New York.
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
your job?
déjà vu all over again.
I enjoy being in an emerging technology –
there is a certain edge that comes with
taking a new and revolutionary business
model to market.
What is your work priority
for 2010?
The constant challenge keeps me on my
toes on a daily basis.
What’s the biggest challenge in
your job?
My top priority for 2010 is customer acquisition and new product release.
What will it take to attract
more women to mobile marketing?
In educating leadership in the retail industry and other industries on the relevance of the growing number of their
consumers asking for more ways to use
mobile to interact with their businesses.
Although women have traditionally
lagged behind men in entry into
emerging business, mobile provides a
somewhat unique opportunity
for women because of the
differences in how men and women
utilize mobile.
It is the same conversations I was involved with, when the Internet became
important to business in the late ’90s –
Companies need to recognize their female customer base more directly to
maximize profitability.
PAGE 44
There are quite a few women in business
that would be a great asset to the
mobile revolution.
Your proudest achievement
in mobile?
Creating a new innovative software that
brings a cross-platform mobile commerce option to the world.
Marci Troutman has worked at Shudan
Design and The Home Depot. She is
based in Atlanta.
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
your job?
What is your work priority
for 2010?
I love the mobile industry.
My top priority for 2010 is to grow the
global mobile marketing industry.
In my position at the Mobile Marketing
Association, I get to monitor, analyze
and interact with the leaders in all areas
of the industry to create major changes.
I have the role of setting a strategy that
can affect the industry by hundreds of
millions of dollars. Pretty cool.
What’s the biggest challenge in
your job?
In many cases, the biggest challenge is
exactly what I like about my job.
The mobile marketing industry crosses so
many different areas of expertise and, in
directing the industry initiatives for the
MMA, my role is to create strategy, bring
people together, provide an objective view
and act as an expert across all areas.
I have to be the pilot, the mechanic and
air traffic controller all in the same day.
PAGE 45
This includes establishing market efficiencies, encouraging self-regulation,
educating brands and agencies and setting strategies for market development.
Long-term growth is the name of the
game, and it’s about monitoring the
changes in the industry to determine
where and how the MMA can have the
most impact at any given point.
I think the industry is taking steps in the
right direction by providing examples of
successful leaders, opportunities for
mentoring, and events, like the peer
mentoring series, where women can
learn from one another.
Your proudest achievement
in mobile?
My proudest achievement has been the
opportunity to represent the MMA and
the industry in various formats across a
wide variety of topics.
It is an honor to be considered by my
peers as having a knowledgeable, objective point of view.
What will it take to attract
more women to mobile marketing?
At its core mobile marketing is a technology-driven industry, and like all technology industries, women are
under-represented.
There is a lot of risk in a nascent industry and women need encouragement to
embrace the challenges.
Kristine van Dillen has worked at
Vindigo, Zingy and Accenture. She is
based in New York.
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
your job?
Having the honor and privilege of working with a team of exceptionally talented individuals who are not only
wonderful people I enjoy being with, but
also every single one of them is an expert in their respective fields.
Being a pioneer in mobile advertising
and creating a highly personalized, relevant and valuable experience for the
consumer on what is certainly his most
personal communication device.
Having the privilege of getting to know
and sharing thoughts and ideas with
some of the most brilliant and amazing
individuals around the world.
Having the opportunity to work on closing the digital divide.
When you look at the adoption of the
mobile phone in developing countries, it
PAGE 46
really is their access to the Web and to
the global digital community.
What’s the biggest challenge in
your job?
ing and advertising to be successful, it
will require the expertise and viewpoint
of female professionals.
Dealing with multiple time zones.
Your proudest achievement
in mobile?
What is your work priority
for 2010?
Having co-founded one of the hottest
and most promising companies
in mobile.
Continue to build a successful and
profitable company.
What will it take to attract
more women to mobile marketing?
Since the nature of mobile marketing
and advertising is highly personal, I believe this will also draw more women to
this field near term.
Mobile is a different channel from print,
TV and even the Web. It’s still the case
that in families women make key purchasing decisions, so for mobile market-
Petra Vorsteher has worked at Intershop Communications, International
Strategic Alliances, Crystal Graphics,
TimeStream and Mathematica. She is
based in Redwood Shores, CA.
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
your job?
The two most satisfying areas of my job
are being able to work with my team
and the opportunity we have to shape
the exciting world of mobile messaging.
Specifically, my team provides sales operations and provisioning support for
our U.S. and Canada enterprise messaging business. Since Sybase 365 is a
global company, I have the pleasure of
working with talented people all over
the world.
With mobile phones now such an integral part of daily life, it is exciting to tell
people about my job and easy to utilize
and promote mobile phones myself. I
enjoy the wireless freedom and amazing
reach that mobility provides.
What’s the biggest challenge in
your job?
The enterprise messaging business is a
developing and growing industry filled
with innovation.
Mobile messaging is evolving from a
purely person-to-person technology to
one that is now being utilized by enterprises and large brands as a way to interact and provide new services to
their customers. As the industry evolves,
one of the challenges my team and I
face is continually staying abreast of the
changing landscape so that we can
guide our customers through the provisioning process as efficiently as possible.
Additionally, as Sybase 365 is a vital
part of the mobile messaging ecosystem,
PAGE 47
we are in an influential position to continually improve and evaluate how to
better deliver the messaging experience
for consumers.
Having organizations like Mobile Marketer promoting awareness is an excellent way to attract women into
this industry.
I constantly encourage my team to take
an active role in suggesting and implementing improvements that will enhance the messaging experience.
It is also important for women to attend,
participate and speak at mobile events
organized by CTIA and the Mobile Marketing Association, among others.
What is your work priority
for 2010?
My team and our customers are my priority for 2010.
Our goal is to integrally understand our
customer’s business needs, and then deliver a solution that will help them
achieve their objectives – whether it be
a tried-and-true method or something
at the cutting-edge of mobile innovation. Mobile marketing has come a long
way over the past few years, and it is
exciting to see our customers utilize the
mobile channel in new ways.
And, with the vast array of mobile messaging services Sybase 365 offers, from
mobile marketing to mobile commerce,
we can help customers find the right solution for their initiatives.
The mobile commerce space, in particular, is a hotbed for innovation at the
moment, and I expect to see more to
come in this market over the next year.
What will it take to attract
more women to mobile marketing?
I am fortunate to know many talented
women in the mobile marketing space.
When we take an active role in communicating about our field, it’s easy to see
our passion for the industry and is a
great way to encourage others to explore a career in mobile.
Your proudest achievement
in mobile?
I am most proud of my ability to bring
diverse groups together to work collaboratively in the best interest of
our customers.
Often times, people can get caught up in
the details and they need someone to
help them step back and see the
big picture.
Focusing on the customer’s mobile messaging needs helps keep everyone on
track and it inspires the team to do
their best.
On a personal note, one of my favorite
achievements is that my children think
it is cool that their mom understands
text messaging.
Alcina Wegrzynowski has worked at
Sybase, California State Automobile
Association and Recom Technologies.
She is based in Dublin, CA.
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
your job?
What is your work priority
for 2010?
Without a doubt, my customers. Making
the transition from vendor to partner
and becoming a member of the customer’s execution team.
Expanding my efforts into the enterprise
space. There is so much opportunity for
mobile within Corporate America.
I enjoy working with creative minds and
driving initiatives that are outside of the
box and new and exciting.
What’s the biggest challenge in
your job?
The mobile business has its own
inherent challenges.
What will it take to attract
more women to mobile marketing?
If you’re a woman and interested in mobile, get involved!
It’s no secret that this is a male-dominated industry, but there are also many
strong and extremely talented women in
very powerful positions.
Racing with deadlines is exciting and
keeps the adrenaline flowing, but bumping up against roadblocks where you
have little to no control can be
extremely frustrating.
Your proudest achievement
in mobile?
The biggest challenge is setting appropriate expectations and delivering.
Breaking down the barriers and helping
customers be successful in their mobile
PAGE 48
efforts. I can’t think of a more exciting
industry right now.
Moving into new markets and making
a difference.
Jan M. Wika has worked at WDSGlobal,
Linqware and Qwest Communications.
She is based in Seattle, WA.
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
your job?
It’s the ability to make a difference
across the off-deck space with the Mobile Marketing Association and CTIA –
The Wireless Association, and working
with my team and the various crossfunctional teams at Verizon Wireless.
What’s the biggest challenge in
your job?
Effectively managing multiple high-
PAGE 49
priority projects.
What is your work priority
for 2010?
Your proudest achievement
in mobile?
Launching wireless AMBER Alerts for
Verizon Wireless subscribers.
Drive marketing awareness, revenue and
compliance for off-deck messaging.
What will it take to attract
more women to mobile marketing?
Continue to drive awareness of the opportunities available in
mobile marketing.
Dana Willis is based in Laurel, MD.
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
your job?
The favorite part of my job would most
certainly be my colleagues within
the industry.
I think the mobile field is full of some of
the sharpest, most creative and funniest
people in media and advertising – you
know who you are.
The growth of mobile is due in large part
to the men and women who are fueling
the growth by pushing innovation and
technology and aren’t afraid to get their
hands dirty.
What’s the biggest challenge in
your job?
Education is without question the
biggest challenge that I face in
mobile advertising.
It seems daunting to those on the outside, so you have to start at the very beginning and illustrate that mobile isn’t
scary or complicated. That takes time,
and it is a process that has to be repeated over and over.
I love nothing more than when I walk
into a partner meeting and they are
teaching me things about mobile!
PAGE 50
Great news is, that is happening more
and more every day. It makes for some
excellent partnerships and creative and
innovative campaigns.
What is your work priority
for 2010?
Advertiser adoption on a scale that is
meaningful and impactful is certainly
my goal for 2010. It seems to be attainable throughout the upfront planning of
the first part of 2010.
I am pleased to see dedicated mobile
budgets continuously being added to
campaigns in a thoughtful way. I look
forward to seeing that increase throughout 2010 and beyond!
I always say that I don’t want to see the
“Year of Mobile” as that means that we
have gotten as far as we are going to
and there is nowhere to go but down. I
don’t think we will see the “Year of Mobile” for a very long time.
What will it take to attract
more women to mobile marketing?
I think that as younger women come
into the workforce, it will be a nobrainer for them as they have been
using the product as an extension of the
Internet, not an extension of their
kitchen phone – if they ever even had a
kitchen phone!
To that point, as the population as a
whole becomes more mobile there will be
an opportunity to encourage women on
the go – do you know one who isn’t? – to
explore mobile marketing as an
attractive career opportunity.
Your proudest achievement
in mobile?
My proudest achievement to date was
executing an MMS campaign New Year’s
Eve 2007 on the Reuters and Nasdaq
billboards in Times Square for Intel.
I executed it as a sole contractor and
accomplished amazing success by leaning only on friends in the business that
were pulled together quickly to create
an agile and dynamic team.
It was a super cool campaign, yes. But
the coolest part for me was seeing that
something that big and creative could
be completely activated by a basic
handset and a group of friends.
Erin E. Wilson has worked at WeatherBug, Interpublic Group of Companies’
Reprise Media, Counts Media and Interep National Radio Sales. She is
based in New York.
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
your job?
Tacobell.com from anywhere at
any time.
Web site site is currently programmed
in Flash.
The opportunity to work in an exponentially changing landscape.
With mobile and smartphone penetration increasing exponentially, we are increasingly leveraging our mobile site,
iPhone apps and establishing a mobile
marketing database.
I created a version of Tacobell.com
specifically for mobile devices. It is designed to work seamlessly with 50-plus
types of phones, with a specific version
for the iPhone.
The digital, social and mobile environments are in constant evolution, and
adapting to the new way in which people consume information has kept me
invigorated and constantly challenged!
What’s the biggest challenge in
your job?
Building mobile sites and creative, as
there is no Interactive Advertising Bureau standards for mobile. You have
variations in device settings, carrier, ad
networks and screen sizes.
What will it take to attract
more women to mobile marketing?
Our mobile phone is the most important
device that we carry and leads to the
natural progression of mobile marketing
for women.
The penetration of the iPhone has made
mobile more mainstream and is no longer
just for the techies and early adapters.
In building a traditional Web site, you
can test for the two major browsers and
be good to go. The variety is endless
with mobile!
Popular gossip sites such as TMZ created
a natural evolution for women to play in
the mobile sandbox.
What is your work priority
for 2010?
Your proudest achievement
in mobile?
In keeping with our vision for digital
marketing, we want provide our on-thego customers the capability to access
Prior to February 2009, consumers were
not able to access Tacobell.com on their
mobile devices as our main Tacobell.com
PAGE 51
Both the Why Pay More Shaker app and
standalone Taco Bell Store Locator app
for the iPhone tap into the integrated
GPS to guide you from your current location to the nearest Taco Bell.
M.tacobell.com allowed the out-andabout Taco Bell consumer to be able to
access product information, store locations and nutritional data from their
mobile phones.
Danielle Wolfson has worked at Doner,
Carat Fusion, Ameriquest, 10th Degree
and eMachines. She is based in
Irvine, CA.
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
your job?
I love the people I work with because
they’re passionate about doing the best
job possible for each and every client.
I feel extremely fortunate that 2ergo has
such a smart team backed by a rocksolid technology platform, global reach
and strong financials – it makes my
marketing job so much easier!
Beyond that, I think our industry is extremely dynamic with new developments and interesting news coming out
every day.
I love being part of the creative ways in
which mobile is being used as a new
media and marketing channel. It definitely keeps me on my toes!
What’s the biggest challenge in
your job?
I have to constantly remind myself that
not everyone lives and breathes mobile
marketing like we do.
Too many people think that mobile marketing means SMS spam, which couldn’t
be farther from the truth.
So educating marketers, especially those
PAGE 52
in traditional marketing roles, on the
benefits of mobile and what it can look
like for their organizations can be
a challenge.
It is fun, though, to see people’s eyes
light up once they’ve experienced firsthand the relevancy, immediacy and effectiveness of the mobile channel.
What is your work priority
for 2010?
Thanks to a few recent acquisitions and
continued in-house development, 2ergo
now has a comprehensive product set
for mobile marketing and mobile
CRM solutions.
My team is tasked with educating
clients on each of our products and how
they can work together to solve problems and address needs in their specific
market sectors.
dustry, mobile marketing shouldn’t have
any trouble attracting more women to
the space.
My experience has always been positive,
and I’ve been fortunate to have had opportunities to make a difference.
Your proudest achievement
in mobile?
When I first joined 2ergo, I helped drive
the productization of our mobile offerings together with our technical and
creative teams, which simplified a notoriously complicated process of developing mobile campaigns.
The ease-of-use of the resulting products and the key messages I developed
ultimately made it easier for the sales
team to sell our products and solutions,
while making it easier for clients to understand and implement the
mobile technologies.
In 2010, I’d like to continue increasing
my networking circle and developing
one-on-one connections with brands
and the media.
What will it take to attract
more women to mobile marketing?
Since it’s a relatively young, dynamic in-
Lindsay Woodworth has worked at
Handango and Q Investments. She is
based in Arlington, VA.
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
your job?
sure of where mobile fits within their
media mix.
My job is to utilize the coolest technology available to serve sports fans.
What’s not to love?
Mobile is different from other digital
media, and thus often not executed or
measured to its potential.
The mobile experience is so highly personal for consumers. When coupled with
the extreme passion that comes with
sports, mobile becomes the perfect
medium to provide fans with the content and interactivity they are passionate about, no matter where they are.
SMS is unique with its ability to activate
all other campaign platforms, as well as
stand on its own.
It’s a great sense of achievement to
know we are providing a service that
fans love.
ESPN as a company also recognizes the
potential for mobile and has made a significant investment to enable our team
to be competitive and innovative in this
emerging market.
It is great to work for an organization
that committed resources early-on to a
technology that many other companies
still consider to be too new. Mobile is a
priority at ESPN and it’s exhilarating to
be a part of something that is so
rapidly growing.
What’s the biggest challenge in
your job?
One of the biggest challenges with mobile is translating this highly targeted
and personal media into revenue.
As champions of the mobile industry, we
have a fantastic value proposition to
share with advertisers who are still un-
PAGE 53
As an industry, we need to create standards for metrics and measurement that
will help advertisers find their way.
Recruitment also plays a key role.
Building awareness of the mobile marketing field to women's interest groups
and organizations would be a good start.
Mobile is a great place to be right now!
Your proudest achievement
in mobile?
Every day I get to come to work and be
part of an amazing team at a great
company, and together we have a lot
of wins.
At the moment, we're focusing a lot of
our efforts on the Section 140 platform
to take the mobile fan-to-fan conversation and interactivity to the next level.
What I consider a great achievement is
how our team works together to stay on
the leading edge of technology without
losing touch with our fans. I personally
read every email that is sent about my
products and incorporate fan feedback
into my roadmap.
We'll also continue to support our colleagues with mobile products and services around the sports events we carry,
most notably World Cup 2010.
Where this is rewarding for me is in the
results. ESPN Alerts generates the highest
volume of standard SMS messages in the
U.S. for any single-source content provider.
What will it take to attract
more women to mobile marketing?
It’s no secret that women tend to be
under-represented in technical fields,
which is unfortunate.
Month after month I see the subscriber
base grow with minimal promotion, but
more importantly, fans are opting in to
receive more and more content. It makes
me proud to know we are doing right by
our fans!
I have learned that there is a lot of creativity within high tech – which appealed to me – and women can bring a
unique perspective to the table. As
women in the industry, we need to be
more vocal role models about the types
of work we are doing and why
it’s enjoyable.
Kristy Young has worked at Genesys
Conferencing and Qwest Communications. She is based in New York.
What is your work priority
for 2010?
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 staff and staying different from
your competitors”
What do you most like about
your job?
Meeting and working with bright people.
Forging partnerships to share in dreams
together.
What’s the biggest challenge in
your job?
Maintaining the ability to think clearly.
Running a business puts so many demands on you, from figuring out your
capital needs, satisfying your customers,
finding the right staff and staying different from your competitors.
PAGE 54
All of these pressures can cloud your
ability to focus on the end goal, which is
delivering a great product to happy
clients and a fantastic return for your
shareholders.
within the industry and, of course, many
great stories of successful women.
What is your work priority
for 2010?
Hearing customers gloat about our
product and our staff.
Your proudest achievement
in mobile?
Establishing a market presence in the
United States as the agency solution for
mobile marketing.
What will it take to attract
more women to mobile marketing?
A culture of mentorship and support
Amielle Lake has worked at Western
Keltic Mines, Galdos Systems and Haywood Securities. She is based in Vancouver, British Columbia, Canada.
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
your job?
I love the challenges and opportunities
that the mobile space represents.
The growth in the use of devices as an
important part of daily life, as well as
the increased capability of the devices
themselves are a huge untapped opportunity for marketers.
What’s the biggest challenge in
your job?
The biggest challenge is never sitting
back, but continuing to innovate and
push the envelope to build
new products.
This requires keeping up to date with
what the challenge for marketers and
content holders will be, and how we can
solve their problems.
What is your work priority
for 2010?
My priority for 2010 is to continue the
rollout of our latest product,
PAGE 55
email2mobile.ca, as well as launch two
more products focused at migrating digital content to mobile-friendly versions.
What will it take to attract
more women to mobile marketing?
I believe the more women who learn
about the ROI potential of mobile marketing, the more will jump into this area.
Sometimes there is less proof and guarantees in areas of new technology like
mobile, but that’s where the greatest
opportunity for innovators lies.
In my opinion more programs focused at
mentoring women about emerging technology will also further this goal.
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.
Our product Email2Mobile allows marketers or content holders to create mobile-friendly versions of their email
newsletters and similar to the functionality of “Bit.ly for Twitter,” paste our
links into the header of any email
deployment system.
Our product has proprietary analytics
and software that allow tracking of device type – iPhone and BlackBerry – and
PVs/CTR.
Your proudest achievement
in mobile?
My proudest achievement is creating the
www.email2mobile.ca product
from scratch.
After researching the gap between desktop to mobile products, this product was
developed to address the gap in the
email newsletter segment.
Deborah Hall has worked at Magnet
Mobile, Yahoo Mobile and Publicis
Modem. She is based in Toronto.
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
your job?
There are two aspects of my job that I
like equally.
One aspect is delivering global
mobile projects.
The more difficult they are, the better, as
it gives me the challenge to push the
barriers and be involved with something
that possibly has never been
done before.
The second aspect is keeping on top of
the fast-evolving technology. This enables me to evaluate and play around
with new apps and handsets and then in
turn to present my findings to the rest
of the team.
This is a very vital part of my job as the
more we understand about the technology then the more interesting and innovative Joule’s campaigns will be.
What’s the biggest challenge in
your job?
The biggest challenge in my job is seeing
through the vaporware and understanding what is actually feasible, when
and where.
Like with any other young industry, you
PAGE 56
always get companies claiming they
have the best software, the best reach
and the best results in the market.
My challenge is to evaluate these claims
and get to the core of each offering.
By doing this, I am able to advise our
clients on the best approach for their
campaign and to help them avoid as
many pitfalls as possible.
What is your work priority
for 2010?
My work priority for 2010 is to make
sure our team delivers our projects efficiently and to the high standard to
which our clients have become accustomed and by doing so, pushing Joule to
the front end of mobile marketing.
What will it take to attract
more women to mobile marketing?
I think going forward we will see more
women being involved with mobile marketing, as the sector is now becoming
more known and more relevant to the
marketing world, in general.
Like Internet marketing, mobile marketing started with more men as it was
more technology-driven, but now as it is
becoming more marketing-focused we
will see more women entering
the industry.
Your proudest achievement
in mobile?
My proudest achievement in mobile has
to be the successful delivery of the Xperia mobile application in 2008.
The application, prior to the iPhone App
Store release, was rolled out into 15 territories, 12 languages and achieved
250,000 downloads.
In terms of functionality the application
had its challenges, like accessing the
photo gallery of the phone and creating
personalised animated screensavers on
the fly.
In terms of rollout, this was a great
challenge as well due to the various operators and rules that each territory has.
The reason why I am so proud of this
achievement is because I feel we pushed
the boundaries in terms of what was out
there in the market prior to the iPhone era.
Despina Tapaki has worked at AKQA,
Amplefuture and ZIM Corp. She is
based in London.
Mobile Marketer MOBILE WOMEN TO WATCH 2010
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