Mobile Marketer's "Mobile Women to Watch" 2013

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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.