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Mobile Marketer's "Mobile Women to Watch" 2013

Mobile Marketer
Mobile Marketer's "Mobile Women to Watch" 2013 Mobile Marketer

Note from the editor: The following is an excerpt from Mobile Marketer's "Mobile Women to Watch."

Mobile Marketer's Mobile Women to Watch 2013 list celebrates the smart women who are expected to make a difference in mobile advertising, marketing, media and commerce in 2013.

Like their peers from last year, those who made the cut this time shared the same qualities: dedication to craft, ambition, leadership potential and educator. And like previous years' candidates, they are aware of being role models as mobile evolves to become an attractive career-building option for talented women.

"The challenge is retaining and advancing women to leadership positions," said Jesse Haines, New York-based global head of mobile ads marketing at Google.

This is the fourth annual Mobile Women to Watch honor.

(Click here to download the list in its entirety.)

Serena Ehrlich

Director of marketing
Venice, CA

"I am bringing sexy back to MMS text message marketing."

What do you most like about your job?
I love the adventure of it all.

I am relatively new to the mobile space. For the last six years, I have worked in social media marketing, designing programs to activate consumers across emerging platforms, including mobile. When the opportunity arose to focus solely on it, I jumped at the chance.

To me, the mobile industry is the Wild West. We are in the middle of a revolution as new technology adoption -- smartphones, tablets, app marketplace -- changes consumer behavior and disrupts traditional marketing programs. And it is just the beginning.

As the purchase cycle for today's consumer evolves, brands must create customer-focused engagement opportunities, providing points of contact using the technology the customer prefers -- their mobile devices.

At Mogreet, that is exactly what I get to do every day: show marketers how to engage key audiences through rich media text messaging. I love it.

What is the biggest challenge in your job?
My challenge is simple: finding the best way to present Mogreet products' value propositions within our target audiences to ensure our phones never, ever, stop ringing.

What is your work priority for 2013?
In 2013, I am bringing sexy back to MMS text message marketing.

Much of the mobile marketing world is still focused on trying new tools -- most of which are neither innate nor ubiquitous to the end user. My goal is to remind marketers about the power of multimedia-enabled text messaging. Not only does it drive higher ROI, it is also ubiquitous and, thanks to great photo and video tools built into today's phones, a native behavior of almost all mobile users.

What will it take to attract more women to mobile marketing?
Despite this currently being a male dominated industry, more women are moving into mobile as the industry continues to grow in size and visibility. New positions and faster growth opportunities, coupled with strong evangelism by today's female mobile leaders are bringing more women with traditional, online or digital backgrounds into the space.

Your proudest achievement in mobile?
We accomplished a lot this year. If I have to pick one greatest achievement, it was the launch of the Mogreet Developer Platform. This was my first project at Mogreet that I was a part of from conception through launch and now to a fully active developer program.

If I got to name two achievements, I would say the second is converting my social media following into believers of the real power, opportunity and ROI potential of mobile marketing.

Amy Vale

Vice president of global research and strategic communications
New York

"Brands and agencies need proof points to justify spending money in mobile."

What do you most like about your job?
I love the diversity of my role. My day-to-day activities can range from developing industry initiatives with our trade organizations, to brainstorming marketing ideas with my team, to delivering a presentation to a group of publishers or advertisers, to writing a policy for internal communications, to art directing a print ad, to researching the end-user perceptions of mobile advertising or developing strategies for clients. The variation in my role on any given day is what keeps me coming back for more.

What is the biggest challenge in your job?
I would say the speed in which the mobile industry evolves can be a challenge, simply from a planning and strategy perspective. However, in saying that, I also see that as a positive. Being nimble and responsive to change is just as important to me as having a strong strategy with which to go to market. The speed at which things evolve and change is exciting because the opportunity is almost unlimited.

What is your work priority for 2013?
Education. Brands and agencies need proof points to justify spending money in mobile. Unfortunately, unless they actually spend the money to get the results, it is going to be tricky for partners to supply that proof.

My efforts in 2013 will be focused on providing as much data as possible to fuel brand and agency spend from an end-user perspective, instead of simply from a campaign- related one.

I will also spend time helping brands and agencies connect the dots when it comes to layering mobile onto all of the other media channels they purchase, looking at how mobile can play an integral role in leveraging an online, TV or radio buy beyond the 720x90 leader board or 30-second spot.

What will it take to attract more women to mobile marketing?
I think more of the women who are currently in mobile could be more vocal about the work that they are doing. There are some incredibly smart women in this industry who are moving the space forward, many of whom I am very fortunate to work with on a day-to-day basis.

Joining mobile-focused groups, such as Women in Wireless, where you can voice opinions on the industry, or here in New York City by being a part of AWNY (Advertising Women of New York), and bringing mobile to the broader conversation is key. Starting a blog or tweeting about opinions in the industry is also important to attract more women to mobile marketing.

Your proudest achievement in mobile?
Being recognized as a Woman to Watch is a very proud mobile moment for me. Being recognized by my peers is something that continuously pushes me to do better work and always keep ahead of the curve.

Aside from that, I would say developing research programs and workshops for Mojiva that have helped many agencies, brands and publishers understand how a consumer views mobile advertising has been a big accomplishment.

I strongly believe that data and education is providing more clarity in mobile and why it is such an essential part of the marketing mix. I definitely wouldn't have been able to produce these types of programs without the support of my CEO, Dave Gwozdz, or the help of my team who come to work every day willing and able to move mountains in order to make these big ideas a reality.

Click here to download the PDF in its entirety.

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