Get the Best Career Advice From Women in Ad Tech

Remarkable. Extraordinary. Bold. Resilient. History is full of strong women who accomplished far beyond what they strived for simply because they knew who they were, what they could offer and had the confidence and courage to chase their dreams and make their mark. If you’re striving to make your own place in history, read on to get the best career advice from women in ad tech – our Goodway women share the wise words they wish they could have heard at the start of their careers, all in hopes it will help you move faster down the road to success:

Embrace Change
SANDRA MITCHELL
Team Lead, Field Media Solutions, Goodway Group

Have confidence. This industry is constantly evolving and pivoting, and it can feel overwhelming as new concepts and technologies roll out. Keep an open mind, be willing and give yourself space to learn and grow. You might surprise yourself with the direction your career will go!

Find Your Voice
TY HOWARD
SDR, Business Strategy & Development, Goodway Group

You’ve worked hard to earn a seat at the table. That means your voice, your way of thinking and your perspective are not only wanted but needed! You can take small action steps every day to practice using your voice so when opportunities arise, you’re more than prepared!

Embrace Your Power

KANDI GONGORA
Chief Transformation & People Officer, Goodway Group

Be authentic to you and others around you. Lift others up! There are enough forces trying to bring negativity to the world; be that extended hand for someone so they can thrive.

You ARE enough. Use this as your foundation to fuel where you want to go in life! There are enough barriers and roadblocks in front of you without you being one of them. Remember you have all the power. You have the power to choose your mindset, your reactions and your tribe.

Raise Your Hand
SAM HUNTER
Research Analyst, Goodway Group

Speak up more. Standing up for yourself or creating opportunities for yourself isn’t aggressive. It’s important for women not to self-select themselves out of positions out of reluctancy to raise our hands because we don’t want to be annoying or seem too forward.

Aim High
MEGHANN CHAMBERLAIN
Media Solutions Manager, ML Media Solutions, Goodway Group

Learn something new every day, by taking an online course, reaching out to a mentor, attending a webinar or asking to shadow a colleague. The marketing and advertising world changes every single day! Read as much as you can, listen to podcasts and lean on experts in the industry and within your company to help you continue to learn and grow.

Be Good To Yourself And Others
AMI SIRLIN
SVP, Client Experience

Don’t change who you are for anyone. You are strong and good enough, as you are, at this point in your life. Stop comparing yourself to others or to a version of yourself you’re not yet ready to take on. You can’t be great at everything … but you will be eventually.

Stop trying to be perfect and stop being hard on yourself. Live in the now and stop focusing on the future so much. New opportunities and promotions will come. Keep raising your hand, and be OK knowing you won’t get every single one you try for.

Stand up and be a voice. Trust me; we all want to hear what you have to say. In every conversation, go in being inquisitive, not judgmental. Don’t fool yourself into thinking you know all the answers; you don’t. Instead, take the opportunity to learn from others around you. Allow others to continue to surprise you with their knowledge.

Support others. When they fall or stumble, be the first to pick them back up no matter the situation. Being a good person will never go out of fashion.

Stay In The Moment
DIANE HILTON
Account Director, Multi-location, Goodway Group

Be present and in the moment at all times. Sit at the table. ASK FOR A SEAT AT THE TABLE. Be in person, face to face, anytime you can. Use the phone over email when it makes sense. You are smarter than you think you are. Relationships are going to get you far. Don’t overlook one or burn bridges. The world is, indeed, very small.

Write Your Future
AMANDA MARTIN
VP, Enterprise Partnerships, Goodway Group

Don’t assume your next role or opportunity already exists. You may have to craft, propose and create it. We often look to the roles around us at a company or within an industry to determine what our next move should be, but what if your next opportunity is yours to create? Then your options are endless. With this mentality, you can positively work yourself out of your current role and into one far better suited to you and your abilities.

The road to success is not straight, and your definition of success should not be fixed. You’re going to take a winding path to “success,” but the bets you make along the way will serve you well even if you can’t see that at the time. I have held many roles across many organizations, and within each role, my definition of success had to be fluid. My path was winding, and at times, I got lost. Some may look at the paths I’ve taken as side steps or steps backward, but in the end, it led to a career I love and one I’m uniquely suited for because of my winding experiences.

Make Connections
JADE TAN
Media Assistant, CvE

Network with other women whether on the same level as you or experienced. When you don’t have any personal connections, it may feel unreachable, but community is an amazing thing. Reach out to those already in the field; they will have amazing stories to learn from. Share learnings and always be optimistic. Belief is always key too.

Get A Mentor
SANDI BOURBEAU
SDR, Business Strategy & Development, Goodway Group

Partnering with a mentor at any stage of your career is beneficial, but starting early on will yield tremendous benefits! You have the advantage of learning from someone who’s “been there, done that” and can offer valuable insights on what it takes to move your career forward. Plus, you’ll make a new friend!

Choose Your Own Adventure
CHRISTINE FOSTER
VP, Field Media Solutions, Goodway Group

Stay curious about the past and learn from others’ experiences. Stay curious about what could be and go for it. Life isn’t static. It will change, and remaining curious is a super power as you mature. It will help you make more informed decisions as well as prevent you from getting stuck along the way.

Don’t be easily discouraged; the path isn’t always straight, and that’s a gift. Every detour or roadblock leads somewhere new. Treat those unplanned treks as adventures to be embraced. You’re going to learn a lot.

Make Your Mark
MEGAN SIMPSON
Research Manager, Goodway Group

Be a sponge. Read, listen, watch and take in as much content as you can to form your own opinions and make your mark rather than waiting on someone else to tell you what to do!

Find a mentor, someone you look up to and trust. Take the initiative to schedule regular time with them to get advice, pick their brain, and learn from them. Don’t expect someone to come in and walk you down the perfect path; you’re in control of your own destiny.

Don’t get caught up in the things you can’t control. There will always be obstacles to overcome and people you don’t jibe with. Do what you can with what you have and trust yourself to navigate through your own journey.

Realize there are times when it’s OK that work is not your #1 priority. As a woman, I know we can especially be really hard on ourselves when there is so much “life” happening that we can’t pour 100% of ourselves into work. Balance doesn’t just mean ending your workday and starting family time. It means understanding there are times in our lives when lateral moves or even “demotions” may make more sense for our current life stage and could actually be setting us up for more success further down the road when we can reprioritize our careers without feeling like we’re making huge compromises.

Dare To Be Different
LAURA FORDHAM
Director, Business Strategy & Development, CvE

You know more than you think you do. Know your super power and what makes you different and own it. Get a coach. Be curious. Have a plan. Be brave.

Get What You Deserve
ELIZABETH ZUPKOW
Account Manager, Client Services, Goodway Group

Ask for what you want and need. Your time and expertise are valuable. You should be well supported in your ventures, and sometimes that means asking for help, for the appropriate pay and for the right team to surround you.

Think Big
VIVIANA TORO
Marketing Manager, Business Strategy & Development, CvE

Have an open mindset. Have an ongoing interest in learning. Be curious. Be brave. Take risks. Get out of your comfort zone. Don’t be afraid to reach out to people and ask for what you want. Some may reply, others won’t, and that’s OK too. Don’t feel discouraged; it’s all part of the experience. But if you do, acknowledge it and be kind to yourself. Be your own best friend. Trust your gut and trust your path.

Be Magnificent
COREAN CANTY
COO, Goodway Group

Don’t be afraid to be big. The world needs your full potential. Learn critical thinking skills. The ability to zoom in/zoom out and view things from various perspectives is so valuable. Don’t be afraid to question the status quo and take risks. Use your voice. Your contribution matters.

I always recommend reading autobiographies of interesting people. You can learn so much from other people’s experiences if you’re open and curious.

Want even more Goodway advice, tips and expertise you can use? Reach out to us now or download our free digital advertising resources, from white papers to guides to case studies and more, everything you need – to get out there, get where you want to go and show the world exactly what you’re made of and what you’ve got.

Win Big With Data-Driven Marketing These 3 Ways

Collecting data and then using it well can be overwhelming to marketers. But these tasks don’t have to be. Get the expert advice and sound recommendations you’ve been looking for from our own Ben Diesbach, director of analytics and insights, and Justin Orkin, VP of business development and strategy. Tune in now to their recent Digiday presentation (or read on below for the highlights) as they break down how to boost your data-driven marketing.

1. Harness Your Own Data

Tap into your first-party data to drive results and return on investment (ROI) by using the data-driven marketing process we at Goodway Group use ourselves:

  • Take it one step at a time. Keep it simple to start. Identify and get a hold of the data assets you have (even if your first-party data is laid out in a disparate or disconnected manner).
  • Think about what you want to solve. Have a hypothesis and broader goal of what you seek to achieve before you even make decisions about using a customer data platform or DMP, building something on your own, or investing in tech stacks, custom data integrations and more.
  • Curate the right custom audience targeting and segmentation strategies. Base your decisions on real data rather than gut feel.
  • Test and learn. Start with simplistic tests that answer larger high-leverage test first. Then get granular and iterate and refine as you go to inch closer to your goal over time.

Throughout the process, Ben says the most important thing is “to stay flexible and not let perfect be the enemy of the good.” “As you test different data segments, different platforms, different ways to get in front of the right users at the right time, where your attention goes, where your time goes will shift and change. That’s OK,” he says. Your data strategy is a journey.”

Though while you’re on that journey, Ben cautions, “Whether you’re testing creative iterations for a media strategy or different audiences you’re targeting for a prospecting strategy, the key is to not test too many things at once or you can end up not learning anything.”

2. Create Custom Audience-First Segmentation

To connect and engage consumers, develop audience targeting strategies rooted in the actual behaviors, demographics, and context of your existing first-party audience. Then create impactful segmentation strategies for your existing audience as well as with those audiences you want to target – to get net-new customers to engage with your brand.

When you do, results can be eye-opening. For instance, at Goodway, we recently worked with a client that has a large ecommerce presence selling a variety of at-home products across a couple primary categories. From a creative and audience standpoint, there’d been an assumption that cross-brand messaging can serve as a great upsell tactic to get customers from one brand to buy from another. We wanted to work with the data and actually test this assumption.

We checked if there was any amount of natural cross-over purchasing between the client’s brand categories in the first place. Surprisingly, we found little crossover between brands. The purchaser buckets from the client’s two brands were largely mutually exclusive to one another. Next, we examined the audience characteristics of both brands and spotted some key differences. In this case, the client’s data combined with ours informed us a cross-brand upsell strategy wasn’t the right one. Instead, the data revealed we should build more individual audience targeting strategies for each brand.

3. Keep Pulse on the Future of Data, Identity and Privacy

Data analytics as a practice has been historically siloed to an individual  team, but the mindset and skill set are now being infused across organizations. Justin thinks this evolution will really pick up steam in 2021, especially now that the C-suite is paying more attention to data analytics and looking to marketing to drive results.

“Now we finally have the ability to measure and track marketing and put things in place to get a full view of the customer,” Justin says. “The cookie may be crumbling, but a lot of new partnerships and avenues are forming that will help give clarity into those users with or without the cookie.” In fact, Goodway is one such company now taking part in a few councils where we get to dig in and partner with leading buyers and publishers in the digital advertising industry and think about ad tech challenges from a discovery, targeting and measurement standpoint.

Ben says he’s excited to see the ad tech industry actively getting their hands dirty to come up with alternative and sustainable identity and privacy solutions to test and implement. He thinks this will serve everyone in the ecosystem better. “Though a lot of challenges lie ahead when it comes to data, especially related to identity and privacy, third-party cookies going away in Chrome, and the IDFA consent on iOS, they force ad tech to come up with a better long-term solution.”

 “Targeting is not going to be like the targeting with third-party cookies that we’ve been used to,” he said. “There will be obstacles, and there won’t be 100% match rate, but the unfolding solutions will be something that works for marketers and consumers in the end. 2021 is going to be a great step forward in getting there.”

Justin is also optimistic about the future. When he thinks of the challenges ahead, he sees only new opportunities such as these. “You can put the consumer first across your website or mobile app and really think through that data-driven marketing process and what that journey looks like starting from the consumer,” he said. “And companies and brands can put the consumer first through this journey while ensuring acknowledgements exist along the way to build brand equity through one-to-one relationships.”

If you want to execute data strategy, audience targeting and brand messaging built for the future and get a return on advertising spend (ROAS), we’re here for you. We can help you create effective custom data-driven marketing and navigate the ever-changing, complex ad ecosystem with ease.