According to the 2024 Inclusive 100 study by She Runs It, while women comprise 53% of the marketing, media and adtech industry, only 20% are the top wage earners.
This is just one simple data point among many that shows although we’ve made strides towards gender equity in the advertising industry, we still have a lot of work to do.
Throughout my career in advertising, as well as in my current role at Comcast Advertising, I have had the opportunity to work and partner with many incredible women across our industry. For nearly five years, I have also had the privilege of serving as an operating board member of She Runs It, a non-profit organization with a mission to pave the way for women of every identity, ethnicity and background to lead at every stage of their careers in advertising, marketing, media, and technology.
Recently, She Runs It and Beet.TV invited me to moderate a panel of female executive leaders from Adobe, Albertsons Media Collective, e.l.f. Beauty and Microsoft Advertising to discuss the importance of mentorship, sponsorship, coaching, and navigating career development. The theme of our conversation was “Lift as You Climb,” where each panelist shared some of their individual experiences as well as actionable takeaways for a standing-room only audience all seeking to build and empower the next generation of female leaders.
While it was an important conversation for women across the industry to hear, it was also heartening to see how many men were in the audience, actively practicing allyship and leaning in to learn about their role in the advancement of women’s careers. Here are a few of my favorite takeaways from the conversation:
Mentors, Sponsors, and Building Your Own ‘Board of Directors’
Mentorship is no new concept, and something we know as critical for career development. What is important to think about when seeking mentors is how to find the people that can support you holistically, within and beyond your current role.
This is where a personal “board of directors” comes in.
Denise Colella, VP, Global Digital Strategy Group, Adobe, recommends stacking your own personal board of directors with people who share your values and are aligned with your goals (professional, personal, or both).
“Find your board of directors or your group of mentors because people are going to help you in different aspects, whether it’s your professional journey, personal journey, family journey, educational journey, spiritual journey,” says Colella.
By thinking outside just job titles and career trajectory, you can tap into different mentors for different situations in life. Having a board versus a single mentor gives you access to broader perspective and expertise and the opportunity to be mentored in various areas or topics by different individuals, versus looking for one person that has “all the answers.” This can be especially helpful when thinking about a big decision, like taking a new role.
Having a female leader(s) on your board can be helpful as they may be better able to offer unique insights to women earlier in their careers for navigating questions and situations from a place of common understanding and offering practical advice around topics like parental leave or reintegrating to the workforce after becoming a parent. Regardless of their gender, finding mentors that you can openly and practically engage around the challenges women face in the workforce is crucial.
Either alongside or as a part of your board of directors, it’s also critical to find a sponsor. More than just sharing advice or support, sponsors directly advocate for you in your organization and/or industry and use their own reputation and influence to elevate yours.
While a sponsor or mentor relationships often develop organically, it often requires doing something scary: asking. The advice of the panelists here was straight and to the point: “Just ask.” If you have identified someone who you want to learn more from or think could help you, do not be afraid to ask. It may feel daunting, but if you can crisply articulate why, you want a particular person’s help, often they will probably remember when it was like to be in your shoes and be ready to assist with enthusiasm or help in whatever way they can.
Diverse Perspectives
When it comes to building a successful and innovative workforce that can keep up with the rapid pace of change across the industry, it starts by building a team filled with diverse viewpoints.
Doing this well means not only incorporating different ethnicities, gender identities and ages but also less obvious facets of diversity, like different educational and career backgrounds, and new approaches to problem solving. Would having the perspective of someone with a nonlinear career create additional diversity of thought around an opportunity? What about someone with a different linguistic background or socioeconomic background?
Constantly reconsidering and expanding how we define diversity and inclusivity is critical, as well as thinking about how to retain and grow talented individuals.
Workplaces cannot stay static; whether it is an operational process or how recognition is given, making sure companies are set up to support and celebrate a variety of individuals requires openness and flexibility. Finally, we must think about succession planning to ensure progress continues with the next generation of leaders. Having a diverse pipeline of talent set to take the reins ensures continued innovation and growth for both companies and their talent.
Embracing Different Work Styles
Early in my career, I had a sales manager who would give me real-time feedback right after I left a meeting. She would ask me ‘What went well?’ ‘What would you do differently?’ and then she would share her own feedback. I found it incredibly valuable to receive immediate insights that were actionable, and it made me better at my job.
While this approach was immensely helpful for me and others with a similar workstyle, not everyone wants feedback instantly. Identifying how you deliver feedback – the format (via a call, in writing, an in-person conversation) and the timing of when you deliver it (in the moment, or after the fact) – all influence how an individual responds to it. Customizing and considering this can be just as important as the content you share.
“I’m very oriented around introverts,” says Wendy MacGregor, VP, Global Media & AdTech Solutions, Microsoft Advertising. “I try to draw that person out and help them develop their own sense of style and value.”
Often it can be the extroverts who ‘get ahead’ or receive praise, while quieter but equally impressive workers may stay in the shadows. Good leaders can flex their approach based on the individual and develop and recognize talent that may resist the spotlight or need additional encouragement to share their point of view or promote their work.
Stand in Your Greatness
No matter what stage of career or life there are moments when imposter syndrome can feel very real and be very detrimental. We’ve all been in a room questioning if we deserve to be there or just feeling different, it is important for all of us to remind ourselves that our differences are not a deficit, they are an opportunity to be that unique voice at the table, one that the room needs. When I feel like I don’t fit in a room I try reminding myself that is exactly why I need to be there and that the difference I am feeling can be a superpower.
“Just stand in your greatness and know that you’re there for a reason,” says Aja Johnson, AVP Community Activation and Growth, e.l.f. Beauty. “You really got there because of your expertise.” I loved this advice Aja shared and suggest we all make trying that out a new year’s resolution! And, if all else fails, remind yourself to be brave – what is the worst that could happen?
