6442

Mobile Marketer
A CLASSIC GUIDE
TM November 30, 2009
$495
THE NEWS LEADER IN MOBILE MARKETING, MEDIA AND COMMERCE
www.MobileMarketer.com
Classic Guide
Mobile Women
to Watch 2010
“Look out, men in mobile – here we come!”

Ocean Fine, Syniverse Technologies
Contents
PAGE PAGE
3 WELCOME 31 Susan Marshall
Mickey Alam Khan ChaCha Social Search
4 Kate Berg 32 Erin (Mack) McKelvey
Mojiva Millennial Media
5 Kendra Bracken-Ferguson 33 Maya Mikhailov
Polo Ralph Lauren GPShopper
6 Jamie G. Buelt 34 Sarah Miller
Catchwind Axis Marketing & PR
7 Erica Chriss 35 Allison Mooney
Greystripe Omnicom’s MobileBehavior
8 Valerie Christopherson 36 Jennifer Okula
Global Results Communications Dynamic Logic
9 Patricia Clark 37 Theresa Page
4Info GMR Marketing
10 Lubna Dajani 38 Tina M. Perry
Stratemerge Days Inn/Wyndham Hotels
11 Kim Dushinski 39 Julia Resnick
Mobile Marketing Profits Nielsen Mobile
12 Deborah L. Eldred 40 Shira Simmonds
R.H. Donnelley’s Dex Ping Mobile
13 Natalie Farsi 41 Diane Strahan
Warner Bros. Television Group Neustar
14 Ocean Fine 42 Amy Thomas
Syniverse Technologies OpenMarket
15 Anne Frisbie 43 Lynn Tornabene
InMobi Quattro Wireless
16 Julie Ginches 44 Marci Troutman
Jumptap Siteminis
17 Tamara Gruber 45 Kristine van Dillen
Crisp Wireless Mobile Marketing Association
18 Vanessa Horwell 46 Petra Vorsteher
ThinkInk PR Smaato
19 Lisa Hsia 47 Alcina Wegrzynowski
Bravo Sybase
20 Theresa Huston 48 Jan M. Wika
Telescope OpenMarket
21 Jeannette Kocsis 49 Dana Willis
Harte-Hanks Verizon Wireless
22 Stephanie C. Kovner-Bryant 50 Erin E. Wilson
Unilever Microsoft Mobile Advertising
23 Heidi E. Lehmann 51 Danielle Wolfson
MoxieQ Taco Bell
24 Nicole Leverich 52 Lindsay Woodworth
AdMob 2ergo Americas
25 Polly Lieberman 53 Kristy Young
Buzzd ESPN
26 Joy Cicman Liuzzo
InsightExpress
27 Cheryl Lucanegro Also …
Pandora
28 Kim Luegers 54 Amielle Lake
Draftfcb’s MC Media Tagga
29 Laura Marriott 55 Deborah Hall
Mobile marketing consultant Web2Mobile
30 Stephanie Bauer Marshall 56 Despina Tapaki
Verizon Wireless WPP’s Joule
PAGE 2 Mobile Marketer MOBILE WOMEN TO WATCH 2010

Welcome
obile Marketer’s inaugural Mobile Women to
M 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 “you need to keep an eye on the future and a foot
budgets, carrier-centricity, male domination and hype. grounded in the present.”
Indeed, they have overcome skepticism of the first How were these honorees chosen?
order to help their male and female colleagues and peers A call was sent out to Mobile Marketer readers in a
make mobile marketing an undeniable element of the published article. Combined with reader nominations
interactive marketing mix. Soldiered on they have. and recommendations from Mobile Marketer’s Giselle
As Heidi Lehmann, CEO of MoxieQ and one of the Tsirulnik, Dan Butcher, Chris Harnick, Jodie Solomon and
Women to Watch, points out, “With most anything new, this writer, a list was drawn up. Many thanks to them
a common kneejerk reaction of larger companies and and to art director Rob DiGioia for the hard work.
even consumers is to look for reasons why something Whittling down the names was hard. But there was
won’t work.” no doubt of the final list.
The executives who made the cut were evangelists
Primus inter pares for the industry, astute observers of evolving consumer
Mobile marketing has long been a game of persever- behavior at work and home, and advocates for ethical
ance and evangelism. These women are being honored mobile marketing as part of the multichannel media mix.
for staying with a medium while it was born and through Above all, they served as admirable role models to
its coming-of-age party – which is now. other women – and even men – to consider a career in
These women now have the brush, oils and canvas to mobile marketing.
paint bold strokes in 2010. These women are poised to make more history in
Through all of this excitement over mobile and its 2010. Get to know them through these pages as they
possibilities, this crowd remains levelheaded. write yet another chapter in mobile marketing’s book.
“In mobile,” said Allison Mooney, vice president of
emerging technologies at Omnicom’s MobileBehavior, Mickey Alam Khan
401 Broadway, Suite 1408

Rob DiGioia New York, NY 10013
Mickey Alam Khan Dan Butcher Jordan Crook
Director, Assistant
Editorial Tel: 212-334-6305
Editor in Chief Staff Reporter Editorial
Development Fax: 212-334-6339
mickey@ dan@ jordan@
rob@ Email: news@mobilemarketer.com
mobilemarketer.com mobilemarketer.com mobilemarketer.com
mobilemarketer.com Web site: www.MobileMarketer.com
For newsletter subscriptions:

http://www.mobilemarketer.com/
newsletter.php
Giselle Tsirulnik Chris Harnick Jodie Solomon
Senior Editor Editorial Assistant Director, Ad Sales For advertising:
giselle@ chris@ ads@ http://www.mobilemarketer.com/
mobilemarketer.com mobilemarketer.com mobilemarketer.com cms/general/1.html
For reprints:
reprints@mobilemarketer.com
Mobile Marketer covers news and analysis of mobile marketing, media and commerce. The Napean franchise comprises Mobile Marketer, MobileMarketer.com, the Mobile
Marketer Daily newsletter, MobileMarketingDaily.com, MobileCommerceDaily.com, MCommerceDaily.com, the Mobile Commerce Daily newsletter, MobileNewsLeader.com,
Classic Guides, webinars, events and awards. 2009 Napean LLC. All rights reserved. No part of this publication may be reproduced without permission. November 30, 2009

KATE BERG
Vice president
Mojiva
“Mobile marketing is merely the extension

of your brand into the next medium”
What do you most like about bile, a mobile ad network and mobile ad By pursuing a combination of speaking
your job? management platform, the challenge is and media opportunities for our CEO
keeping up with an industry that is Dave Gwozdz and other key executives –
I am passionate about disruptive tech- growing so fast: so many people, associ- and focusing on select social media ini-
nologies and their power to change the ations and events coming at you tiatives – I intend to raise awareness
business landscape. every day. outside our industry about mobile ad-
vertising as an important part of the
Looking out ahead and seeing what’s It’s essential to focus on your goals as a marketing mix and to ensure that our
coming and shaping a business plan or company and follow through on those, unique differentiators are made clear in
marketing strategy to meet it head on is regardless of the noise level. the market.
what I enjoy most about what I do.
The other thing I think is actually in my What will it take to attract

What is your work priority
DNA is the desire to shine a light on more women to mobile marketing?
for 2010?
new solutions, methods or entities that The easy answer is that the industry has
represent a true advantage in the market. With my startup, M3 Mobile Social, it’s
to mature beyond the true tech types
to build a base of users on the platform
who are early to the space, but over
in two ways.
What’s the biggest challenge in time an important thing will be to
your job? promulgate the marketing component –
The first is to attract companies and
and not focus on mobile.
Figuring out what’s coming! communities that need social media ca-
pabilities and mobile but don’t want to
Mobile marketing is merely the exten-
But seriously, the biggest challenge for invest big dollars – this we would call
sion of your brand into the next
me as a mobile social media entrepre- white label – where the company has
medium. You don’t need a deep under-
neur is connecting with the right audi- their brand front and center and M3 is
standing of technology to be a player in
ence to build my user base and brand. providing the technology on the backend.
this space – it’s all marketing and it’s
The second way we will build our user all digital.
This space is nascent – and is also domi-
nated at the moment by large social base is to educate the market to have a
networks that are sucking all the air out deeper understanding of social media Your proudest achievement
of the room. beyond Facebook and Twitter, and rec- in mobile?
ognize the capabilities on mobile that
Getting recognized by Mobile Marketer
So it’s important to keep evangelizing M3 offers that the others don’t.
as a Mobile Woman to Watch 2010!
and also to continue to be flexible
enough to meet opportunities as they As head of corporate communications
arise. This is just the beginning. for Mojiva/mOcean Mobile, the biggest Kate Berg has worked at
priority, as always, is to make the com- JupiterResearch, KPMG and Gartner.
As head of PR for Mojiva/mOcean Mo- pany names household words. She is based in South Salem, NY.

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 What is your work priority Your proudest achievement
your job? for 2010? in mobile?
The social media and mobile landscape Continuing the innovation that is al- Being part of the team that helped
is constantly changing. It is exciting to ready taking place at Polo Ralph Lauren launch the Rugby Ralph Lauren Make
be part of the evolution of communica- through our QR codes, mobile applica- Your Own iPhone application.
tions and how consumers are engaging tions and interactive store windows and
with the new media. expanding this to social media and mo- This is the first of its kind application
bile channels globally. that enables customers to customize
Every day is an adventure. I am intro- and purchase their own rugby, polo or
duced to a new technology and new sweater within an application and share
way of leveraging this technology to en- What will it take to attract their creation online through Facebook
gage with customers. more women to mobile marketing? Connect and through interactive store
windows located at Rugby stores.
What’s the biggest challenge in The fields of social media and mobile
marketing continue to grow in popular-
your job?
ity. Women must feel like there is a
With so many emerging platforms, it is place for them in this area.
challenging to not get caught up in the
next greatest fad, application or new Education, awareness and equal Kendra Bracken-Ferguson has worked
media channel but to stay grounded in participation within the structure of the at Fleishman-Hillard and Pacers Sports
what is the most relevant and best fit organization will lead to an increase in and Entertainment. She is based in
for the brand. women in this field. New York.

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 Breaking SMS out as its own channel Now, most people are familiar with text-
your job? with its own metrics, rules and perform- ing regardless of age or gender. My 72-
ance guidelines can be one of the year-old father texts from his iPhone
The SMS space is eight years-plus since biggest challenges in signing up new because he has 15 grandchildren
its debut, but it’s still very much an clients. It’s also the biggest advantage texting him.
emerging channel. and selling point we have.
Let’s face it – most women have been
Every day is different, and every day we texting longer than men because we had
learn something new about how our to communicate with our children. It’s
clients are using the channel or how for 2010?
no longer a gadgety pastime, but a le-
their customers are responding. It’s fun My priority is more advertising and gitimate way to reach your organiza-
to be on that edge. more sales. tion’s customers and members.
What’s the biggest challenge in We believe, as other companies probably

Your proudest achievement
your job? do, that mobile and SMS are hot. The
in mobile?
time to build and expand is now.
Three years ago, the biggest challenge Our company met its target objectives
was selling the channel. A lot of people What will it take to attract for expanding into new industries with
just didn’t see SMS as a viable alterna- SMS in 2009.
more women to mobile marketing?
tive to traditional channels of print
pages and broadcast air time. Women follow opportunities. My targets from a sales perspective
were to land political clients, expand in
Today, the biggest challenge is that mar- Mobile, as with other technology-ori- the quick-service restaurant segment
keting, advertising and the media, in ented fields, has been dominated in the and launch into the state lottery business.
general, have been turned upside down early years by men. As it matures and
over the past 18 months. Nothing is as it evolves, women will figure more promi-
was or as it seems. nently in the next stage of its growth
and creative applications.
In many ways, this has been good for Jamie G. Buelt has worked at EnQ, Fed-
mobile. But advertisers still want to look Three years ago, when we sat down with eral Home Loan Bank and the Kansas
at it and evaluate it as they would email clients, we had to sometimes show them City Business Journal. She is based in
marketing or direct mail. how to send a text message. Des Moines, IA.

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 the first time and continuing to innovate. Today, nobody questions the size of the
your job? mobile audience – the focus is on how
best to reach them.
I work with the most amazing team of What will it take to attract
people in mobile – sharp, motivated and
did I mention hysterical? We laugh
every day. Enduring role models and real opportu-
nities for growth.
I also love helping to build something
from scratch and growing an industry.
What’s the biggest challenge in in mobile?
your job? Sticking it out long enough to see the
Managing our rapid growth! industry get here.
What is your work priority Ten years ago at my first mobile startup,
NextBus, we had a hard time convincing Erica Chriss has worked at LimeLife,
for 2010?
people that bus riders would have cell Digital Chocolate and Bain & Co. She is
Bringing amazing brands into mobile for phones at all. based in Seattle.

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 munications in 2010 is to further expand est moment in mobile, I believe, is its
your job? its recently launched digital media serv- ability to attract top-notch clients in-
ices division in which we are offering cluding Quattro Wireless, Mobile Mar-
This is a difficult question as there are full-service video, social media and digi- keting Association, Nuance, Telcordia,
many aspects of work life that I enjoy tal PR services. go2 Media, Mobiata, Wavemarket, Arden
including my clients, colleagues and the Media, CellTrust, MGF, Aircom and
media in which I work with daily. many others.
In addition, we are looking forward 2010
being a year of ecosystem expansion in
I also like the industry, its fast pace, We believe that our niche focus on mo-
which Global Results Communications
ever-changing demands and bile has led to significant achievements
will diversify its market segments
broad reach. by way of PR for our clients, and in turn
of focus.
has had a positive impact on the industry.
What’s the biggest challenge in What will it take to attract
your job? more women to mobile marketing?
Challenges equal rewards. Women need to get involved – there are
many opportunities including the Mobile
I’d say that the biggest challenge is Marketing Association’s Women in
monitoring growth and balancing the Wireless committee which offers net-
hype from reality. working and mentorship.
What is your work priority Your proudest achievement Valerie Christopherson has worked at
Qualcomm, Porter Novelli and Mesa
for 2010? in mobile?
Communications. She is based in
A key priority for Global Results Com- Global Results Communications’ proud- Irvine, CA.

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 marketers and helping them achieve The innovation and growth in SMS mar-
your job? their objectives. keting has been phenomenal, as well as
personally rewarding.
Helping world-class marketers take ad-
vantage of the immediacy, interactivity What will it take to attract
and connection of mobile. more women to mobile marketing?
They should come to the field now.
What’s the biggest challenge in
your job? It's a great industry, and while there is
Mobile is still an emerging field, so there definitely a learning curve, it's a terrific
is a lot of evangelizing to do. field where your technology and market-
ing knowledge will be put to good use.
Your proudest achievement Patricia Clark has worked at World
for 2010?
Wrestling Entertainment and Fox
in mobile?
I’m looking forward to building on Interactive Media. She is based in
4Info's base of hundreds of top-level Everything we have done at 4Info. New York.

LUBNA DAJANI
Founder
Stratemerge
“It’s not really about being mobile or not,

it’s about being connected”
What do you most like about Web to mobile Web to an overall con- women in the industry, as Mobile Mar-
your job? nectedness model. It’s not really about keter is doing with this Mobile Women
being mobile or not, it’s about to Watch list.
The fact that I can be creative in the ap- being connected.
plication of technology with
impactful results. Your proudest achievement
What is your work priority in mobile?
The fact that I’m able to influence and for 2010? I have a few proud moments that were
drive industry initiatives as we create client successes. It’s being recognized by
My work priority for 2010, other than
services that enable people to better the industry as a thought leader.
the financial aspect of it, is to drive
balance their physical and digital beings.
more successful collaboration now that
we have a critical mass of successful use Seeing the successes of mobile market-
What I find really cool is the opportunity ing which I’ve evangelized for the last
cases to take us beyond the question of
to follow and drive industry initiatives five years makes me very proud. I’m
“Is there ROI in mobile?”
that materialize my vision humbled by Mobile Marketer’s acknowl-
for connectedness. edgement of me.
For 2010, I want to see the industry shift
in its thinking so that the customer is at
What’s the biggest challenge in the center of the business model. It’s not When I hear a brand echoing my words
your job? about how much I’m charging the cus- in their presentation, that’s a proud mo-
tomer, it’s about engaging the customer. ment for me.
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 What will it take to attract
evangelize my vision. more women to mobile marketing?
Key for 2010 is to put the customer at It’s our responsibility to demonstrate the
the center of the business model. opportunities by creating more mentor- Lubna Dajani has worked at Viacom
ing programs and more women-focused and GE. She is based in Saddle
Another one is to shift our thinking from events and highlighting the impact of River, NJ.

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 for 2010? It is such an exciting and fun position to
your job? be in right now that I’m not sure why
I’m very excited for 2010 as I have some
more women aren’t diving in already.
Being in a cutting-edge industry and big things on the horizon.
being one of the pioneers in it.
I’m creating a certification program for Your proudest achievement
I love doing things that are new and ex- people studying mobile marketing in mobile?
citing and mobile is certainly that. through my courses. Writing “The Mobile Marketing Hand-
book,” getting it published and seeing it
I really enjoy meeting wonderful people Additionally, I will be introducing the In- get the positive response that it has.
in the mobile industry and the feeling ternational Association for Mobile Mar-
that we are all on the same adventure. keting Entrepreneurs, which is a I’ve gotten hundreds of emails, tweets
resource for people just starting in mo- and Facebook messages from readers
What’s the biggest challenge in bile as well as a gathering place for around the world thanking me for help-
your job? everyone who is doing mobile marketing ing them to get into mobile.
professionally.
When consumers think that mobile mar- I got a big kick out of knowing it went
keting is synonymous with mobile spam. The purpose of the association is to pro- into a second printing within a few
It really bothers me because I know that vide a road map for those interested in months of being published.
when mobile marketing is done right it taking advantage of the wide variety of
is actually valuable and something to be opportunities in mobile and connecting
embraced. them to the tools they need to do so.
Educating consumers and businesses

how to engage with each other via mo- Kim Dushinski has worked at
What will it take to attract
bile marketing is a huge opportunity. ScrappinCabinet.com and
MarketAbility/HowToMarketMyBook.com.
What is your work priority Honestly, I don’t know. She is based in Lakewood, CO.

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 What is your work priority created around the technology, we will
your job? for 2010? begin to attract a broader base of talent
to the industry.
My job is full of exciting challenges Continuing to increase the visibility and
every day, which makes it very rewarding. usage of mobile needs to be the priority Your proudest achievement
I love the mobile space and how fast it for our success. in mobile?
is evolving.
The pride associated with launching our
For me specifically, 2010 will be focused
Internet local search site, DexKnows.com
Being in mobile allows me to channel on expanding the DexKnows.com
for mobile, across multiple platforms –
my creativity by exploring new market- mobile experience.
iPhone, iPod touch, WAP, Java, Black-
ing strategies that haven’t been tried
Berry and SMS – was a tremendously
before because the technology to exe- We’re looking forward to expanding the
fulfilling moment in my mobile career.
cute them didn’t exist. types and number of platforms our mo-
bile product is available on, and we
Achieving the launch day involved writ-
It’s thrilling to know I’m developing want to increase the features we offer
ing the business plan, selling leadership
partnerships with a new category of for all platforms.
on accepting the concept of mobile, de-
clients, like national sports teams and
termining the mobile strategy, selecting
event planners, to reach consumers in We’ll also be very focused on
a mobile vendor, developing and execut-
really fun ways. monetization efforts.
ing on the best mobile platforms, and
What’s the biggest challenge in then positioning it to the public.
your job? What will it take to attract
more women to mobile marketing? It was the culmination of a lot of blood,
The biggest challenge is staying focused sweat and tears and I’m very proud of
on the strategies I know are the right I believe the way to attract more women what we achieved.
ones for long-term success and not fol- to mobile marketing is to highlight all
lowing every shiny object that seems the different facets there are in mobile.
like a more immediate and easy thing to
do, and with mobile there are a lot of In my opinion, many women see mobile
shiny objects. as a developer’s world which is typically
dominated by men.
It can also be challenging to keep every-
one else focused when deviating from If we recognize development is only a Deborah L. Eldred has worked at
the plan can seem so attractive in small piece of mobile, and there is an McLeodUSA and APAC Teleservices. She
the moment. entire infrastructure that needs to be is based in Lone Tree, CO.

NATALIE FARSI
Head of mobile
Warner Bros. Digital Distribution
Warner Bros. Television Group
“The mobile industry was overly carrier-

centric and focused on antiquated
technologies until game-changing devices
like the iPhone came along”
What do you most like about What is your work priority New and smarter devices have not only
your job? for 2010? reinvigorated the mobile industry but
they have also created a fundamental
I’m working on expanding the develop- shift in the way we think about mobile
Helping to drive mobile entertainment
ment, distribution and marketing of a products. They have also helped to re-
innovation and inventing the future
diverse suite of high-quality mobile prioritize the consumer experience.
along the way.
products in new ways across all distribu-
tion channels, leveraging and monetiz- Mobile entertainment is rapidly evolving
What’s the biggest challenge in ing mobile’s unique and evolving in innovative ways and this will con-
your job? capabilities to enhance the branded tinue to attract more women to
media experience. mobile marketing.
It’s challenging to navigate today’s frag-
mented landscape of often-incompatible This includes ad-supported mobile Web
new and emerging mobile platforms, sites, applications, mobile games, video Your proudest achievement
technologies and devices. services and messaging products. in mobile?
Creating compelling mobile products
There are not enough turnkey multiplat- We aim to be innovative, industry-lead- that consumers want to purchase, and
form product solutions, so it’s tough to ing and, of course, profitable in demonstrating that meaningful revenue
optimize mobile content quickly and our efforts. can be generated from the
cost-effectively across all mobile marketplace.
mobile platforms. What will it take to attract
I look forward to the day when devices
can talk to one another and when con- The mobile industry was overly carrier- Natalie Farsi has worked at Fox Mobile
nection speeds are so fast that distinc- centric and focused on antiquated tech- Entertainment, m-Qube, America On-
tions between audio, video and text nologies until game-changing devices line and Prodigy. She is based in
are blurred. like the iPhone came along. Burbank, CA.

OCEAN FINE
Senior manager for
client management
Syniverse Technologies
“Look out, men in mobile – here we come!”

What do you most like about Wireless operators that own the net- My first job in the mobile industry was
your job? works that our clients want to run their through a referral from a female col-
programs on sometimes view the mobile league and friend – we had met each
I love helping our clients learn the ins channel in a different way than other other when working at an interactive
and outs of the mobile space, and guid- marketing channels do, i.e. traditional marketing agency.
ing them through best practices in media and Internet.
leveraging the mobile channel to reach In turn, I have referred several female
their customers. This can be challenging, but at the same friends and colleagues into this space.
time it presents my team with a great
I have always worked in interactive mar- opportunity to guide clients through the Look out, men in mobile – here we come!
keting and advertising in one way or an- mobile landscape and help them realize
other, and this blend of creativity and their goals and objectives.
technology is something that I bring to Your proudest achievement
my job. in mobile?
It’s a tie, and don’t make me pick be-
Heading up client management for Syni- for 2010?
tween the two, because I am extremely
verse’s mobile enterprise messaging 2009 was a year of foundation-building happy with the results of both.
clients allows me to help clients cre- for many of our major enterprise clients,
atively bring their marketing efforts to whether through launching ongoing First, leading the team which launched
the mobile channel, and integrate mo- customer service programs such as mo- the global mobile marketing programs
bile into their overall strategy. bile banking or dipping their feet in mo- for the Live Earth concerts, a historic
bile marketing campaigns. 24-hour music event that brought to-
It’s a new channel and technology for gether an estimated 2 billion people
most customers and it’s such a good In 2010, I am looking forward to part- across the world’s seven continents to
feeling to be able to be a trusted advisor nering with our clients to evolve their raise awareness for global warming.
for clients in this space in helping them mobile programs, increase customer par-
reach their goals. ticipation and launch more complex mo- It was a great cause, and a first-of-its-
bile use cases and applications such as kind mobile program that ran flawlessly
What’s the biggest challenge in mobile payments and location- on a global scale.
your job? based messaging.
Next, leading the team which launched
Right now, the biggest challenge in What will it take to attract the Boston Police Text-A-Tip program,
managing clients in the mobile channel another first-of-its-kind mobile program
appropriately is that it’s a nascent tech- that utilizes text messaging to allow
nology and channel. There are many un- Just a referral from a friend! There are community members to send informa-
knowns, and sometimes you have take some very strong women working in tion anonymously to the Boston
risks to see results. mobile right now. CrimeStoppers Unit.
It’s all about getting traditional market- As the mobile channel becomes a must-
ing departments to understand the value have for brands and marketers, I hope it
of a new channel and take the risks with will naturally evolve to recruit some of
experimental budgets, and then to grow the strong female talent who are the Ocean Fine has worked at m-Qube and
and invest in the channel to see its fiber of other interactive and traditional Euro RSCG 4D. She is based in
full potential. marketing channels. Watertown, MA.

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 24 countries, headquartered in India, What will it take to attract
your job? with offices in Singapore, London, South more women to mobile marketing?
Africa and Palo Alto, CA, and even more
The mobile industry could not be more importantly, have thousands of clients Mobile Marketer’s Mobile Women to
exciting right now. who are located all around Watch is a great first step. I think it will
the world. help to get the word out.
The pace of innovation is simply as-
tounding. The excitement that I see from While this global footprint allows In- In 2008, I almost decided to stay in the
consumers about the mobile Web re- Mobi to service its clients around the PC Web business. I could not be happier
minds me of the early PC Web and clock, it presents work challenges with about my decision to go into mobile,
search days circa 1997. late night and early morning calls. and I certainly would love more women
to enter the field.
With that said, advertisers and publish- Let’s just say that I have become quite
ers are smarter today than they were proficient with the use of time- Your proudest achievement
then about digital advertising, so adop- zone calculators. in mobile?
tion of mobile advertising is happening
at an even faster pace and with a I am very proud of the strong, exclusive
greater intelligence of being able to What is your work priority international partnerships that I have
measure its effectiveness. helped put into place with leading North
for 2010?
American publishers who have built up
InMobi’s revenue has increased by more InMobi is just beginning to hire more large mobile audiences including Moco-
than 20 times since I began, and that is people in the U.S., so hiring and building Space, Vuclip and Jumbuck.
happening in a weak media year. a team here is my top priority now and
in 2010.
InMobi has become the clear mobile ad-
your job?
vertising network leader in Asia and Anne Frisbie has worked at Yahoo, Al-
One of the best things about InMobi is Africa, and we are looking to replicate taVista, Zip2 and Goldman Sachs. She
its global footprint. We are available in this level of success around the globe. is based in Palo Alto, CA.

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 tize and ensure all internal and external stepped out of the box with such a
your job? needs are met. great initiative.
I love every facet of my job, but if I have Another issue that can hold women back
to select what I like most, it would defi- What is your work priority
for 2010? in certain industries is their lack of de-
nitely be the amazing people who work grees in certain areas, such as computer
in this industry. 2009 was all about education. 2010 my science or engineering.
priority will be on clearly differentiating
I have focused on emerging markets Jumptap, the value of targeting and car- Since mobile attracts diverse back-
most of my career but none have been rier relationships and showcasing suc- grounds including sales, marketing and
as challenging and exhilarating as mo- cesses to help advertisers understand communications – all well populated
bile. It’s the convergence of three hyper how we deliver higher ROIs and publish- with females – I encourage women to
growth industries – mobile, search ers how to generate more revenue try to transition into the space.
and advertising. through higher CPMs.
Cell phones have changed the way a Your proudest achievement

We need to continue to form partner-
whole world – consumers of all ages – in mobile?
ships with additional carriers who un-
communicates, engages, consumes derstand the value of their data and the There have been many proud achieve-
media and makes purchases. role they can play in the mobile ments but the one that stands outs as a
advertising ecosystem. crowning moment for the entire industry
We’re helping to build a new market and was the recent Mobile Ad Summit that
it takes a unique individual to operate in was held in conjunction with
this type of faced-paced environment. What will it take to attract Advertising Week.
On a daily basis I engage with so many Most events attract a lot of ecosystem
different talented, passionate and com- Unfortunately, I do not think the prob-
people. This event drew a standing-
mitted individuals from all different lem is specific to mobile.
room-only crowd of almost 500 agen-
parts of the mobile ecosystem – journal- cies, brands and publishers, with a roster
ists, analysts, vendors, industry associa- Many industries remain clubby for many
of CEO presenters from mobile advertis-
tion leaders and influencers – all united different reasons. Many male-dominated
ing, content and technology.
by a common mission, and my interac- industries reveal that women have fewer
tions with them are definitely the best first-degree connections with those in
Jumptap plays a leading role in dozens
part of my job. positions to hire or promote them.
of events globally, but it was especially
Women trying to launch or further ca-
rewarding helping to build the industry
What’s the biggest challenge in reers in mobile should focus on building
event of the year.
their networks.
your job?
Julie Ginches has worked at Autonomy,
Having enough hours in the day! The The lack of female role models also cre- Fast Search Transfer and BluePRint
mobile space is so active and as a leader ates a self-perpetuating cycle, so it’s and Partners and KHJ Public Relations.
in the space it is challenging to priori- fantastic that Mobile Marketer has She is based in Cambridge, MA.

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 what we have to offer in respect advance their career by becoming the
your job? to others. mobile expert or evangelist within their
organization.
I have been in the mobile industry for
over 12 years and it absolutely never What is your work priority
for 2010? I commend Mobile Marketer for calling
gets dull. attention to the opportunity and provid-
My priority in 2010 is to tear down the ing role models through lists such as
There is always something new around remaining barriers causing hesitation these. I encourage women to reach out
the corner and I am finally seeing mobile over mobile advertising. and I, for one, am happy to serve as
deliver on its promise of many years ago. a mentor.
This involves helping creative agencies
Being a part of this revolution and help- understand how to fully incorporate mo-
ing brands figure out new and exciting Your proudest achievement
bile into their campaigns, guiding media
ways to interact with their audience is a in mobile?
buyers through the mobile ad buying
major thrill. process and demonstrating the success- In 2000 I envisioned writing a book to
ful engagement metrics of rich media help large enterprises better understand
What’s the biggest challenge in mobile advertising. the opportunities, ecosystem and imple-
your job? mentation of wireless data applications.
Working in an industry that moves What will it take to attract
more women to mobile marketing? Over the next year, I helped write, edit,
faster than Moore’s Law would predict
design and promote “Wireless Data for
in some respects, and slower in others, Every time I attend a MobileMondays or the Enterprise: Making Sense of Wireless
requires you to walk a very careful line industry event, I am disappointed that Business,” published in October 2001 by
of delivering today, developing for to- the ratio of women to men has not McGraw-Hill.
morrow and keeping your ears to changed significantly in the past
the ground. 10 years. Completing that book on top of every-
thing else on my plate took a tremen-
As an industry, we see overlapping tech- Yet I know that many young women dous effort and seeing it in hardcover
nologies and business models that can think very strategically about their was a bit like giving birth.
confuse the customer who doesn’t know career path.
the inside-baseball lingo.
I believe that as mobile marketing con-
My biggest challenge is crafting a clear tinues to mature, these young women Tamara Gruber has worked at Scan
message that resonates with the will realize that they have a unique op- Mobile and Broadbeam. She is based in
audience and helps them understand portunity to set themselves apart and New York.

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 yes, ROI. Firstly, the pervasiveness of male leader-
your job? ship in marketing and advertising
It’s about having a vision and developing overall – that needs to change in order
Clients, staff, media contacts, the rela- a robust strategy, and being able to exe- for women to flourish in this industry.
tionships I have developed through my cute those to deliver something very
columns and writing – I am surrounded meaningful. Mobile is exactly the same. There is still very much of a male-domi-
by people who share my passion for nated seniority at bigger agencies
learning and the unconventional, push- and firms.
ing boundaries and exploring new fron- What is your work priority
tiers in marketing, be it mobile, digital for 2010?
For mobile, specifically, I think that more
or PR. The first order of business is ridding female-led and focused forums – like
companies of that nasty cloud of nega- this recognition, for instance – will
I am very lucky to have a loyal and hard- tivity and reactive thinking that’s been make the industry more attractive, and
working team that supports my role as hovering over them for the past certainly more accessible to women.
chief visibility officer, as well as clients 18 months.
that put their absolute trust in my abili-
ties to help advance and promote their Your proudest achievement
I am a firm believer in the power of pos-
businesses and brands. That is the in mobile?
itive thinking – that can make or break a
biggest reward. company’s culture. To date, this has been to communicate
the immense value and power of mobile
What’s the biggest challenge in First-quarter 2010 will also see us marketing to a much wider audience.
launching a new mobile services divi-
your job?
sion. It will provide smaller companies Being on the outside can deliver an hon-
The biggest, and certainly the hardest an easier entry point into the est and unbiased perspective – as in my
challenge to overcome, is changing the mobile space. case – and this seems to have resonated
perception of what a PR company – my with a diverse audience.
PR company – does. Overall, my priority for 2010 will be to
expand our capacity in existing As with anything new – and mobile
I am having to re-educate companies locations – U.S., Canada, London, marketing is to a great many companies
that PR does not stand for press re- Bahamas and Australia – and continue and consumers still considered new –
leases, and it’s not just a simple craft or practicing what we preach, which is to education is absolutely vital in helping
marketing afterthought. make the ThinkInk brands visible where them understand why mobile is a serious
it counts most. marketing medium and why they should
We’ve transcended that concept of get involved.
pushing press releases as a sole commu- What will it take to attract
nications tool: it’s time for companies to Vanessa Horwell has worked at Vin
know that PR is a profession, one that Chilla, Wine Accessories and Taboo
can deliver phenomenal results and There are two answers to this question. Group. She is based in Miami, FL.

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 What is your work priority agers, are female – and we’re proud
your job? for 2010? of it.
I love working in a field where innova- I want to leverage new technology and
tion is a driver of change and where social media to give our audience tools
there is an appetite for experimentation. to expand their relationship with mobile in mobile?
and make interacting with their phones I’m thrilled that everything we do at
Just look what's happened with smart- an everyday, must-have Bravo Media, from programming to digi-
phones in the last year. It is an exciting media experience. tal extensions to marketing to com-
field to be in today. The growth potential merce, mobile is viewed as a key part of
of mobile is tremendous. What will it take to attract the strategy.
your job? I think this is already in the works.
One always hears about the potential of Many years ago, someone invited me to
mobile – I just said it! – and how adop- a dinner “for the women in mobile.” And
tion is skyrocketing. literally, you could fit all of us at one
table.
Of course, I would like to see that trans-
lated into revenue as quickly as possible – Today, this is no longer true. Now you’d
in everything from carriers to advertising, have to rent out a stadium!
from commerce to gaming and virtual
goods – so we can expand the realm of At Bravo, the entire mobile team, in- Lisa Hsia has worked at NBC News. She
possibilities even further. cluding the vice president and man- is based in New York.

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 tions in terms of how mobile should be managing a cross-carrier application
your job? used, and, in turn, to work with them to was a major accomplishment.
build sustainable ROI models for them.
My team and I work on developing and Today, my team at Telescope has man-
delivering products and services that What is your work priority aged over 60 projects in 2009 and over
have never been seen before – which 225 projects over the past four years. It
for 2010?
continue to drive the growth of the mo- is amazing to see how far the industry
bile industry – and that is both exciting In 2010 our priority is to further develop has come over recent years, and reward-
and challenging! our technology to meet the market ing to see how the Telescope team, and
needs we foresee. These include launch- company as a whole, has already grown
What I, personally, find the most re- ing our Target In Call Ad Serving plat- and will continue to grow in future
warding about my job here at Telescope form on SMS, further integrating our years. I have a great deal of pride in
is working with our client services, oper- Insight CRM platform into client cam- knowing how Telescope has been instru-
ations and tech teams. I believe we have paigns, and moving our transactional mental in spearheading industry growth
an incredible, dynamic group of individ- model for mobile interactivity towards through developing new products and
uals who are driven to learn, push the IP-based applications such as Twitter. technologies.
boundaries and deliver for our clients.
We are all about ROI for our clients and I am also especially proud of the work
Helping individuals within the Telescope we know that enhancing our technology we did integrating mobile with our
teams to grow, both creatively and pro- tools will further help them deliver value agency partner, The Marketing Store, on
fessionally, is truly fulfilling. I believe the from the mobile platform and, of course, the McDonald’s Monopoly program.
dedication that we all feel for our work hopefully increase their spend in This campaign was the first in which a
and the company, as a whole, is re- future years. collect-and-win game was played across
flected in the success of our campaigns,
online and mobile simultaneously.
and is part of the reason our clients What will it take to attract
keep coming back to us. more women to mobile marketing? To take a project from an idea that had
As mobile moves out of being a purely never been done before and watch it
What’s the biggest challenge in grow into a hugely successful campaign
technology-driven medium and increas-
your job? that drove real value for McDonald’s and
ingly into mainstream marketing, I’m
Currently the biggest challenge within sure the industry will naturally attract pushed the limits of our industry was an
my job is introducing new mobile tech- more women. We’re doing our part to exhilarating moment in my career.
nologies to clients that are not familiar even-up the numbers: my team is 90
with the mobile space. My strong belief percent female. And it won a couple of awards too,
is that mobile media will follow the evo- which is always nice!
lution of Internet marketing. Your proudest achievement
in mobile?
In time, short codes, mobile URLs and
QR codes will be viewed as essential My greatest achievement in mobile has
components to clients’ campaigns in been building and leading a strong team
display media, just as Web site addresses of creative, ambitious and technically
are today. But at the moment it’s still savvy women and men over the past
very much a step-by-step process to four years at Telescope. When I started Theresa Huston has worked at AT&T
build knowledge within client organiza- my career in mobile, developing and Wireless. She is based in Los Angeles.

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 Mobile has a different premise though, Technology is not the focus of mobile
your job? in that it’s only as effective as it is rele- marketing. It’s the relevancy of the
vant at an individual level. channel and the need for strategic mar-
Throughout my 10 years at Harte-Hanks, keting-focused thinking that goes far
one thing has remained the same – I love Traditional methods of database mining beyond cellular technology requirements
the challenges that the market brings. may not be as effective for mobile as and advanced application skills.
they are for email or direct mail.
With the advent of social media, we all I think once that is clear, we’ll see more
need to change the way we think about Once companies realize this and get people in general, both men and women,
marketing and interacting with our cus- started, they will wonder what took participating in the medium.
tomers. On top of that, new technolo- them so long and wish they jumped
gies are continually entering in sooner.
the landscape. Your proudest achievement
in mobile?
Since my job focus is to bring new Besides this honor from Mobile Marketer?
media into our clients’ programs, I need
to stay on top of the emerging trends, for 2010?
Educating marketers on mobile market-
which I enjoy doing. My priority for the upcoming year is to ing is something that I truly enjoy, and I
integrate social and mobile marketing love it when I see people thinking about
This requires me to dig into new tech- strategies into new offerings for the how they can apply it and getting ex-
nologies to guide the digital strategies agency at Harte-Hanks. cited about it.
our clients should incorporate into their
marketing mix. The strategies take the best advantage Creating strategies for two clients, in
of both mediums while providing posi- particular: the Internal Revenue Service
Mobile and social marketing have great tive user engagement and relevant mar- and a spec idea for a mobile baby
intersection. I find both areas to be fas- keting to the agency’s clients. shower application were two things that
cinating and full of possibilities. I am most proud of.
I really want to push the envelope when
it comes to creative and innovative uses The IRS campaign proved out the con-
of mobile marketing for our client-base. cept of unbranded mediums in govern-
your job? ment and that engagement is possible
To some extent, consumer adoption of even for a governmental agency.
mobile in particular is harder to prove to
more women to mobile marketing? The mobile baby shower didn’t go live,
clients, and getting some to take the
first step is a challenge. Mobile reminds me of being in the IT in- but it stretched my imagination and its
dustry years ago – it is most definitely a concept is something that we will con-
Most companies I speak with are think- male-dominated industry. tinue to develop as an offering.
ing of mobile holistically, which means
understanding the database require- Perhaps it is a technology barrier, but Jeannette Kocsis has worked at Jean-
ments and data collection and analytics, this is just marketing through another nette Kocsis Consulting, UlsterNet and
which may be holding them back from channel that integrates with the entire Thomas J. Doerr. She is based in
taking that first step. marketing mix. Yardley, PA.

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 for 2010? of exciting technology that will make
your job? consumers’ lives easier.
To make sure that Unilever is delivering
My job is constantly changing and value to our consumers where they want
evolving with new it in the easiest and most
technological innovations. efficient manner.
I am constantly surprised with the new What will it take to attract

uses for this technology. more women to mobile marketing?
I think there are a lot of women already
What’s the biggest challenge in involved in this space and not getting
your job? the credit for it.
Making sure that we’re testing and pri-
As the industry continues to grow, more
oritizing technology that has the best
women will come into the space and get
chance for adoption by consumers
and retail. their deserved recognition.
Every day there is something new that Your proudest achievement

needs to be evaluated and we don’t in mobile?
Stephanie C. Kovner-Bryant has
want to miss the next big thing.
Delivering grocery coupons directly to worked at Kraft, Procter & Gamble and
consumers on their mobile phone via BMG. She is based in Englewood
What is your work priority Samplesaint technology. This is the kind Cliffs, NJ.

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 bring a concept successfully to the mar- It’s likely that today some aspects of
your job? ket in spite of this. mobile and mobile marketing are caught
in the throes of appearing overly techni-
Generally, I really enjoy challenges that With most anything new, a common cal and undefined, which means some
are within uncharted territory and kneejerk reaction of larger companies folks, both men and women, might shy
where there is no guaranteed template and even consumers is to look for rea- away as the industry seems both over-
in place for success. Mobile in any form sons why something won’t work, which whelming and risky.
or fashion provides this to some degree is often simply because it has not been
right now. done previously, so a current example of
success does not exist. Your proudest achievement
When we founded Third Screen – my in mobile?
former company – in 2004, mobile ad- This translates to a risk bigger compa-
vertising was at a very nascent stage Of course, Third Screen selling to Adver-
nies typically don’t like to take.
and virtually untested within the critical tising.com/AOL in 2007 was a
carrier ecosystem, so moving the needle great moment.
forward in mobile advertising through What is your work priority
our work with Fortune 500 publishers, for 2010? But I’d say on a more personal level I got
advertisers and carriers was a great deal of satisfaction from running
extremely rewarding. MoxieQ is a consumer brand, so one of point on the first carrier advertising tri-
our biggest priorities is user acquisition als – both Sprint and Verizon while at
With my current project, MoxieQ, which is and making sure our content formula is Third Screen – and receiving approval
a mobile-centric entertainment destina- on track so once we attract users to the for the first set of industry-wide ad
tion with a gay sensibility, we are at- site they will not only return but with a standards while co-chairing with Kim
tempting to define how a mobile-centric high level of engagement. This is the ab- Olson, then of Sprint Mobile Media Net-
publisher should be built and optimized to solute key to our success. work, the mobile advertising committee
take advantage of the mobile medium – for the Mobile Marketing Association.
connecting, short-form content, utility, We are a cross-platform publisher but
interactivity – as well as to bring gay- currently we have a mobile-centric ap- At the time both of these accomplish-
themed content to the mainstream. proach to jump start our ments contributed in a small way to the
user acquisition. definition of the mobile marketing
As both of these can definitely be classi- ecosystem and that was incredibly ex-
fied as uncharted, I enjoy almost all as- What will it take to attract citing and rewarding.
pects of my job every day. more women to mobile marketing?
Mobile is perhaps the most communica-
tion-centric medium to date and women
your job? are typically natural communicators, so I
I’d say with any early-stage startup such think it’s inevitable that more and more Heidi Lehmann has worked at Third
as MoxieQ, it’s overcoming hurdles of women will gravitate to mobile market- Screen Media, Emerging Interest, Artifi-
perception based on what hasn’t been ing and be a key force in pushing the cial Life, Kaon Interactive and
done before and figuring out ways to envelope in its success and development. Autosite.com. She is based in New York.

NICOLE LEVERICH
Director of corporate
communications
AdMob
“My proudest achievement is helping

AdMob become one of the most talked-
about leaders in mobile advertising”
What do you most like about people who are experts in related fields. Your proudest achievement
your job? in mobile?
I’m a lucky person – I love my job. What is your work priority My proudest achievement is helping
for 2010? AdMob become one of the most talked-
I have the opportunity to define the new More, bigger and better. about leaders in mobile advertising.
terminology, standards and relationships
in a field that, I believe, is going to be My goal for 2010 is to make sure every- I feel like I’ve played a role in helping to
much bigger than the traditional PC- one knows how AdMob’s mobile adver- move the mobile marketing industry
based Internet in the coming years. tising platform helps advertisers connect from being viewed as a minor niche, to
with a quality audience of consumers on today as starting to take the center
If I had to choose one part of my job in mobile devices and publishers to effec- stage of the media conversation.
particular, I would say my favorite is tively monetize their mobile traffic.
working with our internal team to put
out AdMob’s monthly metrics report, be- What will it take to attract
cause it has increased the credibility of
the mobile industry while driving posi-
tive results for AdMob. I’ve already seen the number of women
in mobile marketing grow significantly
over the past several years.
your job? I don’t think anything needs to change
The biggest challenge I face is raising drastically. Women are seeing the op- Nicole Leverich has worked at Yahoo
awareness of both the mobile industry, portunity in mobile and already making and Fleishman-Hillard. She is based in
as a whole, and my company, AdMob, to their presence felt in mobile marketing. San Mateo, CA.

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 is always a challenge. Especially in the typically gravitate towards more
your job? current market, where budgets are technical fields.
being cut.
I love working in an emerging sector and But many of the key opportunities in
being able to educate and evangelize my As they say, no one ever gets fired for mobile are on the business side – mar-
industry, both in and out of work. choosing IBM and no one ever gets fired keting, sales, product – and educating
for putting their spend towards TV. women about the business-focused jobs
People love their mobile phones and I and the vital role those jobs have in an
love to learn about how people are using But as media fragmentation increases, organization will play a key role in at-
their phones. it’s becoming harder and harder to reach tracting women to our industry.
consumers through the traditional chan-
I am fortunate to have the opportunity nels and mobile is stepping up as an
to work with some great advertisers who Your proudest achievement
amazing and personal way to reach in mobile?
are dedicated to innovation, which al- today’s consumer. This obviously makes
lows me to be very creative. me and everyone in my industry I guess I have a few.
very happy.
Oh, and I really love having access to the I have launched some very innovative
latest handsets before they hit programs with advertisers. I have been
the stores. What is your work priority an active member on the Mobile Mar-
for 2010? keting Association mobile advertising
This is really an ongoing priority, but en- guidelines committee and collaborated
What’s the biggest challenge in suring that all brands are aware of the on the development of market standards
your job? amazing opportunities that are available that impact all mobile advertising today.
I’ve spent my entire career in digital, so through mobile marketing and advertis-
ing, securing mobile as a line-item on all And, I have actively recruited some
it’s hard to believe that today digital ac-
plans, and, of course, capturing some of amazing talent into mobile and gotten
counts for less than 20 percent of total
the dollars being spent. them very excited about their role in an
ad spend.
emerging industry.
Mobile typically falls into digital, so you What will it take to attract
can only imagine what percentage of
the digital spend goes to mobile. Polly Lieberman has worked at Rip
Big fat salaries. Just kidding. Road, Juice Wireless, Kikucall,
That said, ensuring that mobile gets the MetLife.com, ClubMom.com and
proper attention and budget attribution Our industry is fairly technical, and men Bolt.com. She is based in New York.

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 What’s the biggest challenge in for the next year or so.
your job? your job?
The pure challenge of it. I admit that I’m The limitations of the technology and more women to mobile marketing?
not the first to volunteer to jump out of reining myself in, having to remind my-
an airplane or off a bridge, but nothing self that just because one device can I don’t have an easy answer for this one.
gets me more jazzed than having to pedal handle something, the other 95 percent The women in mobile that I know have
quickly to keep up with an industry. cannot. This means that instead of tak- an eclectic background and their en-
ing the easy way out, my team and I trance into mobile cannot be catego-
On any given day, I have to think along need to get creative and figure out how rized in one way.
three or more different paths. I’ll have to develop technology solutions that
one meeting about technology, and I’m give us the most flexibility to work To pull out an analogy to advertising
talking about the guts and innards of across devices. Other challenges are ed- strategy about getting more women into
mobile technology – the same language ucating internal and external clients. mobile, we’re introducing a new product
that makes people next to me on the and right now it’s all about generating
train look at me like I’m speaking Klingon. The amount of skepticism has decreased awareness and moving women down the
over the past three years, thankfully, but investigation process.
The next meeting will be with a client, it’s not uncommon to have someone say
explaining the research methodology to me, “My target isn’t using their mo- An industry outreach function that in-
behind our Mobile AdInsights or how we bile phone for anything but calls.” volves speaking at schools, developing a
can use mobile to capture fleeting in- Jumping into education mode is second community where women can learn
sights in-store or at an event. Often nature by now, with statistics and data more, anything to get the word out that
these meetings introduce me to a new burned into my brain. mobile marketing is a possibility, is a
technology or research need that I have good place to start.
to understand to measure it, which cir- The trick that is the most difficult is
cles me back to another tech meeting. making it real to them – data is good The industry itself could try to balance
but relating a story that brings it all to- out the scales as well in the skill sets
Keeping up with the technology and gether is more powerful than rattling off they are hiring. Instead of focusing on
client needs are a challenge, but they percentage after percentage. engineers with a deep technology back-
are nothing when it comes to under- ground, companies should look for the
standing consumers and their use of What is your work priority people with a passion for mobile market-
mobile. Every time I leave my house, for 2010? ing. Having a vision doesn’t mean being
and thanks to Twitter and RSS, even able to program the solution yourself.
when I don’t leave, my ears and eyes are When I first started in the mobile indus-
tuning into the relationship consumers try, 90 percent of my time was spent ed- Your proudest achievement
have with their phone. ucating the marketplace. I would walk in mobile?
into rooms and have people blink at me
when I started talking about short codes Honestly, my proudest achievement is
I have counted the number of people simply the network that I’ve developed
talking, texting or looking at their phone and keywords.
while working in this industry.
while at the grocery store, asked college
kids sitting next to me on the Metro Today, education is less than half my
time and I can focus more on digging I have never been around a more unique,
about their SIM-card-swapping habits, diverse group of people working towards
and whipped out one of my phones to under the surface of mobile to help ad-
vertisers and marketers optimize their a common goal. It’s a privilege to be a
get someone’s feedback on an application. part of this group.
mobile strategies. We know what the
technology can do, but now we need to Joy Cicman Liuzzo has worked at AOL,
These observations and interactions know the optimal mix and how other MCI, Economic Systems and Ferguson
constantly remind me that I am not the emerging media is going to be impact- Enterprises. She is based in
consumer and keep me on my toes. ing things. That’s going to be my focus Stamford, CT.

CHERYL LUCANEGRO
advertising sales
Pandora
“As a society, we’re discovering what can

be done via mobile technology”
What do you most like about service I like providing. we provide can be insightful advocates
your job? of what their contemporaries are
What’s the biggest challenge in looking for.
First, I work with the smartest group of
people in the industry – they are enthu- your job?
siastic, energetic and passionate about Your proudest achievement
We are growing so fast that managing
delivering the best possible consumer our phenomenal growth so that the in mobile?
experience to our users. They are always paths we take are really the best ones Getting it right with our apps on mobile
thinking about what is next and how to for our clients, our users and the pro- and offering consumers the best possible
make our products better for consumers duct itself is an exciting challenge. experience that has made Pandora a
and advertisers. daily habit for our 12 million
What is your work priority mobile users.
A close second is Pandora itself. for 2010?
The phenomenal success we had with
Knowing that we are redefining what We will continue to build out our plat- our iPhone app, Palm and, now, Android
radio is in a connected world and en- forms with mobile as one of the has helped propel us to the growth
abling consumers to have access to this key pillars. we’re now seeing with many new plat-
unique way of discovering music truly forms and the excitement that lies
gets me up in the morning. We will focus on adding features and ad
before us.
opportunities that keep our consumers
Third, I enjoy being part of a medium happy and offer advertisers ways to en-
that’s on the cutting edge, that’s up-to- gage their targeted consumers.
the-moment.
As a society, we’re discovering what can
be done via mobile technology, and
bringing Pandora to consumers this way A supportive workplace that embraces
is exciting, fun and loaded with excep- input from a wide swath of people:
tional possibilities. women, men, young people just out of Cheryl Lucanegro has worked at
college, seasoned professionals willing Edutopia, Salon Media Group, The
Also, bringing our consumers messages to share hard-won knowledge. Industry Standard, Upside Media and
from top-notch U.S. brands that we Ziff-Davis Publishing. She is based in
think they’ll have an affinity for is a Women who enjoy the technology that Oakland, CA.

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 within the Draftfcb organization, as well Your proudest achievement
your job? as a valued member with strong contri- in mobile?
butions to the mobile
I truly enjoy the educational opportuni- marketing industry. Creating mobile evangelists, one at
ties my job affords me. a time.
To be seen as a leader, someone who ex-
I love sharing what I learn about the in- emplifies and represents strong values One of my proudest moments is when a
dustry with my coworkers and both inside and outside of the coworker in the Draftfcb organization
my clients. Draftfcb company. reached out to me and requested to
spend more time with me to learn more
What’s the biggest challenge in Overall, I strive to be someone who peo- about mobile.
your job? ple respect and want to work with or
have on their team. That same coworker recently presented
The biggest challenge in my job is stay- and successfully sold in a mobile pro-
ing ahead of the curve, reading all of the gram to her client. I was thrilled!
trades and staying on top of the latest What will it take to attract
advancements the industry bears, and more women to mobile marketing?
keeping my colleges and clients abreast Attracting new talent in the mobile
of the new trends and advancements. marketing industry is something we ac-
tive participants should be doing
What is your work priority more of.
for 2010?
It is up to us women and men to culti- Kim Luegers has worked at OMD and
My single most important career goal vate new members and encourage Mediaedge: cia. She is based
for 2010 is to be a valued employee their participation. in Chicago.

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 What is your work priority highlighting female leaders in our space
your job? for 2010? through lists like this Mobile Women to
Watch list will help inspire those new to
In my consulting role, I enjoy helping I will continue to work with my industry the industry to participate.
companies new to mobile navigate the peers to help build a global mobile mar-
wireless ecosystem and develop strate- keting industry and position the mobile
gies to effectively reach their channel as the leading media channel.
target consumers. in mobile?
What will it take to attract During my tenure as president of the
When a company which has not previ- more women to mobile marketing? Mobile Marketing Association, I was
ously deployed a mobile campaign sees very proud to help to build a global
success above and beyond their tradi- Mobile marketing is still a relatively new community of thought leaders whose
tional or digital media channels, it is a segment and many new marketers are mantra was collaboration and openness
good day indeed. not aware of the opportunities to advance the mobile marketing
within mobile. industry worldwide.
your job? Education at the university level as well To have had the opportunity to help cre-
as within our own industry will be para- ate and drive the mobile marketing in-
There is a tendency for some companies mount to encouraging more women to dustry globally was a once-in-a-lifetime
in the ecosystem to make mobile appear enter the mobile marketing space. experience and something I continue to
more complex than it is, often discour- be very proud of.
aging new companies from dipping their The technology fields have long been
toes into the space. dominated by our male peers and it will
require cooperation amongst women al-
Common guidelines and great educa- ready in the industry to help bring the
tional tools have made mobile easier to new women into our ranks and create Laura Marriott has worked at the
engage in, but contrary opinions often opportunities for them. Mobile Marketing Association, Intrado,
hamper market development and make Cyneta Networks and Cell-Loc Inc/
the mobile sell harder than it needs Initiatives like Women in Mobile Data TimesThree. She is based in
to be. Association, Women in Wireless and Victoria, British Columbia, Canada.

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 balance in order to keep innovating I would say this to women considering a
your job? while growing and expanding. career in mobile marketing: “Don’t think
about it as being a woman in a man’s
I love that my job provides me with an world, think about yourself as being an
opportunity to combine my passion for What is your work priority
for 2010? integral piece of an absolutely
wireless and new technologies with my amazing industry.”
marketing and product Our group is focused on identifying in-
development experience. ventive avenues for providing value to The bottom line is this: It shouldn’t mat-
advertisers and consumers. ter if you are male or female, so don’t
These new technologies are, in essence, let it.
uncharted waters that have an exponen- We’re working on addressing some of
tial amount of potential. the challenges the overall mobile mar- Your proudest achievement
keting industry faces, such as independ-
We haven’t even begun to reach the in mobile?
ent third-party measurement and
limits of what we can do for mobile evolving standards. Launching mobile advertising at Verizon
marketing using wireless technologies. with top-tier brand partners is among
Of course, we are also continuing to ed- my proudest achievements.
I get great satisfaction out of identifying ucate brands and agencies on the power
emerging opportunities, running with of mobile advertising and its ability to We proved there was an appetite for
them and creating something entirely help them meet marketing objectives. mobile marketing and that brands were
new for our industry. willing to shift their dollars to a new,
What will it take to attract but highly effective medium.
What’s the biggest challenge in more women to mobile marketing?
your job? Moreover, we were able to create a
Lists like these can educate other successful advertising program without
Launching mobile advertising at Verizon women about the various roles they can sacrificing the consumer experience.
required being entrepreneurial within a play in mobile marketing.
large company atmosphere, which in
and of itself is a challenge. Thankfully, I see more women in the
wireless industry today than I did 10
Today, my challenge is taking something years ago.
considered experimental and shifting
viewpoints so that it becomes part of In order to continue this growth, women Stephanie Bauer Marshall has worked
the mainstream marketing mix. need to take the bull by the horns and at J. P. Morgan Chase’s Merchant Link
not be intimidated being surrounded and CTIA – The Wireless Association.
This is something we need to continually by men. She is based in Laurel, MD.

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 What is your work priority Anytime you steal thunder from Google
your job? for 2010? in a search category you should be very,
very proud.
Working in mobile is the most exciting Continue to build brand awareness
thing I could be doing right now. It’s a among both consumers and advertisers,
blue, blue ocean full of opportunity and drive higher engagement rates and re-
room for innovation. fine our targeting capabilities.
At ChaCha, we get to delight our con-

sumers every minute of every day by an-
swering millions and millions of more women to mobile marketing?
their questions. In my experience, women intuitively un-
derstand what drives purchase behavior
Our unique-flavor social search hits a and consumer adoption. These skills are
real nerve with both consumers and ad- critical for startups and new ventures.
vertisers. It’s exhilarating to build some-
thing so unique from the ground up. They are also good managers and
team assemblers.
your job? As the industry matures, there will be
more opportunities for everyone,
Spreading the word about our ability to including women.
intensely engage teens and young adults
through texting.
Our engagement rates are through the
in mobile?
roof, but mobile is new, so we spent a Outpacing Google as the fastest-grow- Susan Marshall has worked at Apple
lot of time educating advertisers on ing mobile search provider for three and Macromedia. She is based in
the opportunity. quarters in a row. Indianapolis, IN.

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 with DM2PRO, we found that 60 percent Altogether, approximately one-half of
your job? of non-mobile marketers will buy mobile our company is women, most under the
advertising in 2010. age of 35, so there’s another wave of
Every company has to make a choice women leaders in the mobile ad busi-
about where they focus. We focus on As the marketing lead for the largest ness coming up the ladder.
advertisers, which makes it simple to and fastest-growing mobile ad network,
plan our marketing program. it would be easy to get distracted. In Your proudest achievement
2010, we will stay focused. in mobile?
Focusing on customers is easy when the
entire company is shaped around ensur- We will likely add staff and continue to Besides being named a Mobile Woman
ing their success. That level of focus en- invest in sales, account management, to Watch in 2010, I have many achieve-
ables me to lead our marketing team in operations and technology in order to ments of which I’m most proud.
listening, planning, acting and reacting further scale our business to meet the
to customer needs. growing advertiser demand. First, it’s exciting to watch our clients’
campaigns recognized as best-practice
We will champion and embrace one set initiatives. When the Stevie for Best
of metrics for mobile in order to help Marketing Campaign of the Year was
your job? given to Paramount Pictures’ (Medi-
advertisers have even higher confidence
We view advertisers as our top priority. in utilizing mobile advertising to engage aedge: CIA) Eagle Eye Mobile Challenge,
Second to that, we focus on lifting the their target consumers. it represented the only mobile advertis-
mobile advertising ecosystem. ing campaign recognized in 2008.
We’ll continue to be a champion for the
With more than 64 million people ac- industry associations and organizations Fanta (Coke and MediaVest) won the
cessing the mobile Web, which is one- that will navigate the ecosystem Best in Show and Best Mobile Creative
third of users on the wired Web, it’s no through the challenges and opportuni- at the recent Mobi Awards, and the cam-
longer a fledgling, startup industry. ties that come with a high- paign was recognized as a Best Practice
Driving advertiser-focused metrics, growth industry. campaign by Forrester Research.
speaking in common terms and bench-
marks for success are just a few of the Next, launching the Scorecard for Mo-
areas we support. What will it take to attract bile Advertising Reach and Targeting
(SMART) was a significant achievement.
There is an opportunity to educate the For the first time in the industry, there is
industry at-large, particularly customers, I’ve spent most of my career in mobile a monthly advertiser-focused report that
about the benefits of mobile. and telecommunications, and while it shows how mobile advertising was help-
has typically skewed male, I imagine ing them to reach their campaign goals.
But the hype around devices and apps that’s true in any technology-based in- It’s no small feat to produce the score-
sometime clouds the real opportunity dustry. card every month because it’s derived
for brand advertisers. from actual campaign and network data.
Just look at an agenda at any mobile The feedback we get from advertisers,
Just like any emerging, high-growth in- marketing conference – the list of publishers and analysts alike keeps the
dustry, education is a challenge, but we speakers will be at least 70-80 program as a centerpiece of our work.
view it as an important opportunity for percent male.
the advertising industry.
I think Millennial Media breaks from the
norms on this. Women make up one- Erin (Mack) McKelvey has worked at
third of our management, including our Sirius XM Radio, VeriSign, American
for 2010? head of campaign operations, human re- Management Systems and BT Ignite.
In a recent agency/brand survey with did sources, finance and marketing. She is based in Baltimore, MD.

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 I am encouraged as I see many mar- partners to our shopping platform, or
your job? keters now embracing mobile programs, working with more great carrier and
but there is still a hesitation as they try handset partners to make sure Slifter is
The people I get to work with at to reconcile it with traditional metrics accessible to consumers on their device.
GPShopper. We have some great exter- and campaigns.
nal partners and our internal team’s ca-
maraderie is incredible. What will it take to attract
I think it is important for mobile mar- more women to mobile marketing?
keters to work with their partners to re-
Also, I like the challenge of the position. ally educate them as to how mobile can Just industry growth and
Part of what attracted me to mobile was successfully play a role as a permanent increased opportunity.
that it was based on new and exciting part of their mix.
technologies that were being created as As the industry grows and companies
the industry was finding its legs. grow with it, women in tangential in-
dustries such as digital marketing or
It reminds me of the ’90s when I started for 2010?
print marketing will see the new oppor-
in interactive and there was a pioneer Really I have two. tunities created. And hopefully, those
spirit among everyone in the industry. opportunities will also create more lead-
For our custom-solution clients, my pri- ership roles in the field for women.
What’s the biggest challenge in ority is to continue evolving strategic
programs that enhance their brand and Your proudest achievement
your job?
meet their marketing and in mobile?
One of the biggest challenges about my promotional objectives.
job, and I believe the industry as a This certainly is one of them.
whole, is education. I think it is important to keep learning,
gathering data and evolving mobile To be recognized in my field is wonder-
Whenever a new technology platform strategy so it can fulfill on its unique ful. I am also really proud of being a part
emerges in marketing, as mobile is now, promise as rich, localized and personal- of GPShopper and watching the com-
there is a challenge of educating mar- ized engagement tool for consumers. pany grow over the last couple of years.
keters as to how it can be used effec- Also, and quite related, is to continue
tively and separating fact from fiction of working on evolving Slifter, whether Maya Mikhailov has worked at Quigo
the technology. that means adding new retail or brand and Estco. She is based in New York.

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 accomplish their goals and success. interesting programs through our
your job? events arm.
There are so many challenging aspects What is your work priority
to PR and marketing that I love as a for 2010? Your proudest achievement
CEO. I relish getting back down to the in mobile?
To expand the agency, its services and to
very basics: spending time talking with create more industry events that help Was in the creation and development of
clients and strategizing ways to help build and give more back to this vibrant the Mobile Excellence Awards. To see
them grow their business from the professional community and our clients. the impact it has had on the industry in
ground up is an invaluable and the first two years, and watching how
exciting experience. Axis PR has the reputation for delivering much it has grown and influenced the
above and beyond client and industry companies and communities involved is
Whether it’s securing stories in the expectations – we are constantly striv- an amazing experience.
press, developing speaking opportunities, ing to bring more value to our clients
participating in strategic planning or above and beyond normal expectations I grew what was supposed to be just an-
just helping to put brand or partnership of most PR firms out there. So we will other small year-end Mobile Monday
deals together, seeing the end-result of be looking into bringing more technol- networking event into one of the most
our work and helping clients achieve ogy and brand partners on board. prestigious and coveted award programs
their goals is inspiring and rewarding. At in mobile entertainment.
the end of any given day, if we can help We are also looking to expand the
resolve or remove a client’s challenges Mobile Excellence Awards. Going into Creating an entity that is known for
on any level to enable them to move year three the event is showing tremen- honoring the best of the best in mobile
closer towards achieving their goals – dous growth, and we’re starting the entertainment, technology, marketing
it’s a good day. early-planning stages to take it global and media with the support of industry-
with strategic partners soon. leading partners, media and corporate
What’s the biggest challenge in sponsors has been an amazing journey.
your job? What will it take to attract
more women to mobile marketing? To build something from nothing that
Balance and time. Knowing when the offers so much value and insight to
day is actually over even when it’s way The willingness to just open the doors companies ranging from startups to
past midnight. Running a fast-paced PR and let them in. There are so many op- brands and studios is something I’m very
firm, in addition to managing clients and portunities for bright women in this proud of. I’m extremely honored to be
running industry-leading events such as space! It can be difficult in male-domi- able to watch a lot of these companies
the Mobile Excellence Awards and Mo- nated industries at times for some grow over the year and then share in the
bile Mondays, doesn't leave much time women, so finding someone who will excitement. It’s wonderful to see them
for anything else. take the time to mentor you and teach get recognized in front of the industry
you is a valuable benefit. Getting in- and their peers for their all their hard
Each day is different from the day before volved in committees, organizations and work and mobile innovation.
and we always make sure our clients are events is a great way to network and see
the priority, so finding any personal time what opportunities are out there as well.
to do anything else or to attend net- Sarah Miller has worked at Neale-May
working events is difficult at times. But Our agency has a well-developed out- & Partners, Omnikron Systems, John
all the intense work is the worth the reach system for young women, and Hancock and The New England. She is
sacrifice when we see our clients we’ll be expanding that through some based in Beverly Hills, CA.

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 the future and a foot grounded in the this will further break down barriers in
your job? present, which is not always easy. the industry.
I am constantly reminded that we live in
the future – a future that I am seeing What is your work priority in mobile?
take shape every day, and that I am ac- for 2010? Other than being named to this list?
tually helping to define. How exciting
is that? Globally scale MobileBehavior’s emerg-
I would say participating in the develop-
ing trends offering.
ment of AT&T’s 2009 youth segment
Also, I am learning all the time. Lifestreaming strategy.
I hope to layer our insights with data
What I get to think about day in and day from the real world to more accurately
We took something that we’d been see-
out – innovation – is something that, by guide media and consumer interactions
ing – young people capturing and
definition, changes constantly. There is in every possible environment and cor-
chronicling their lives via mobile – and
always something new, intriguing, cre- ner of the world, regardless if traditional
crafted a marketing strategy around
ative, inspiring, confusing – something media is already in place or not.
this insight.
that keeps me curious. It’s overwhelming
at times, but in the best way. What will it take to attract Our job was to extend mobile services
more women to mobile marketing? across every possible youth touch point
What’s the biggest challenge in and facilitate branded interactions, ones
Mobile marketing is very male-domi-
your job? nated, which can be intimidating for
that synched with this existing behavior
– “lifestreaming” – and were completely
Bridging the gap between what I am women. However, this hasn’t stopped us
initiated and controlled by the user on
seeing around the bend and what the in any other industry, and it won’t in
their mobile phones.
mainstream market is ready for. Staying mobile either.
innovative, yet realistic.
Through the programs we created with
In fact, I think we will begin seeing a
AT&T, we developed opportunities for
There is a lot that is possible today, but new generation of young women enter
the brand to spend time and build a re-
you need to always bear in mind what the workplace, a generation that doesn’t
remember a time before mobile phones. lationship with youth.
people will actually do – or what it will
take to change their behavior. Allison Mooney has worked at Condé
These women will be perfectly comfort- Nast Publications’ Details and Random
In mobile, you need to keep an eye on able and fluent with the technology, and House. She is based in New York.

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 becomes challenging to keep some con- I mentioned the challenges regarding
your job? sistency across research instead of re- the constant changes in technology and
inventing the wheel every time. options. However, at the root of it, mo-
I love the opportunity to work with dif- However in mobile, sometimes a new bile is a marketing channel with similar-
ferent clients across various industries. wheel is simply needed! ities to other digital channels and even
traditional channels.
Because Dynamic Logic works with
agencies, publishers and advertisers di- What is your work priority Innovative women who are willing to
rectly, I get to learn about and work learn and are not afraid of change will
for 2010?
across virtually all industry categories, do well in mobile marketing!
from consumer packaged goods to fi- My priority for 2010 in the mobile space
nance to entertainment. would be to help our clients get better
and more access to the data they need
I get the chance to see a variety of mo- to make the right decisions in in mobile?
bile campaigns and help come up with mobile marketing.
unique solutions to measure them. If I can’t say being named to the Mobile
I want to help provide valuable research Women to Watch 2010 list, then I would
and to be able to share those learnings say my proudest achievement would be
with the industry via white papers, case participation in a number of local panels
your job? and seminars on mobile.
studies and speaking engagements.
I would say the biggest challenge is the
ever-changing mobile landscape. If we help prove the value and impact of I enjoy the smaller events because they
mobile, we can get more advertisers try- are more intimate and attendees can ask
There are constantly new players in the ing and using it. a lot of questions. It’s nice to be asked
space, new technologies and new mar- to participate as an expert and I would
keting options. Keeping up with every- like to continue to educate the industry
thing and everyone on top of day-to-day whenever I can.
job functions can be tough.
Additionally, because we know how im- I think once women realize mobile mar- Jennifer Okula has worked at Accen-
portant standards and norms are to keting is not completely unfamiliar terri- ture, DoubleClick and Bolt.com. She is
measuring advertising effectiveness, it tory, more women will flock to it. based in New York.

THERESA PAGE
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 What is your work priority Your proudest achievement
your job? for 2010? in mobile?
What do you most like about your job? I love looking at the final numbers It is hard to pinpoint one event. There
I love to problem-solve. and results. have been so many great programs exe-
cuted! Even the smallest programs, I feel
The ability to work with a client that I want to figure out better ways to pre- ownership and pride.
may know very little about mobile and dict behavior through results and how
help them understand the capabilities of we can help marketing companies better I guess my personal achievement would
what we offer is exciting. understand the interaction between be the ability to talk to our production
using the cell phone and their brands. team and actually speak the
My background is in the entertainment same language!
industry, so I understand the lightbulb What really drives that consumer to par-
feeling – “Wow, you can really do that ticipate? I think we can figure out part
with a mobile phone?” It is very reward- of that answer through mobile.
ing for me and the client.
I also would like to integrate more mo-
What’s the biggest challenge in bile and entertainment properties.
your job?
I also have mobile health on my learning
The biggest challenge is finding ways to list. It is very interesting and I can see
convince the rest of the marketing world future savings in the
to take a chance on mobile marketing. healthcare industry.
There are still technology barriers to im- What will it take to attract
plementing some of the capabilities we Theresa Page has worked at Mango
offer. It will take some time for some Mobile, Steeleworks Entertainment and
companies to move forward. Thank Better visibility. I think we are Wright Entertainment Group. She is
goodness for the early adopters! getting there. based in Orlando, FL.

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 marketing platform we introduced in initial mobile marketing effort.
your job? 2009 and take the lessons learned to
better integrate mobile within the This campaign attracted engaged con-
I enjoy the foundation of marketing hotel industry. sumers and strengthened their loyalty to
strategy, but I am especially inspired by our test group, the Days Business Al-
introducing new marketing tools to our This foundation will allow mobile to liance.
franchisees to assist them in attracting grow as a key component of our overall
and retaining customers to their hotels. 2010 strategy. The exploration of this new channel of
marketing was a result of our partner-
What’s the biggest challenge in What will it take to attract ship with Ping Mobile.
My biggest challenge is instilling the Regardless of gender, I feel mobile mar-
importance of marketing in franchisees keting will move from the non-tradi-
that specialize in hotel operations. tional to the norm in the
marketing arena.
Ping Mobile was integral in breaking the
key concepts of mobile marketing down As a result, more women will be at-
so I and the franchisees in our test cam- tracted to explore this marketing re-
paign could understand and implement source and grow along with
the mobile marketing initiatives. mobile marketing.
What is your work priority Your proudest achievement Tina M. Perry has worked at Atlantic-
Concord Management Co. and Tollman
Hundley Management Co. She is based
To continue to strengthen the mobile I have been proud of the launch of our in Corsica, PA.

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 Thus, an important focus of my job is Companies and individuals should focus
your job? educating the market about the audi- on developing the skills and knowledge
ences that mobile can deliver. for this important and evolving medium.
Telecom is one of the fastest-growing
industries worldwide. Today, in the U.S. alone, there are al- Knowledge building comes through ac-
ready 55 million subscribers using the tive investment and engagement in mo-
With more than 4 billion mobile sub- mobile Internet, 71 million downloading bile campaigns, participation in key
scribers, there are indications that mo- content and 132 million texting. These industry associations, like the Mobile
bile’s trajectory will mirror – and likely numbers should be compelling to Marketing Association, the Interactive
outpace – the online digital revolution. any marketer! Advertising Bureau and CTIA, and chal-
lenging individuals to extend their mar-
Mobile creates tremendous opportuni- keting savvy and creativity to mobile.
ties for both marketers and consumers. What is your work priority
It enables an anytime, anywhere ex- for 2010?
change of information and enriched Your proudest achievement
media consumption. So mobile is defi- Innovation is probably my most critical in mobile?
nitely a thrilling place to be! goal for 2010.
My first job was at Catalyst, where I re-
At Nielsen, next year and beyond, we are searched and advised companies on or-
In my position, I’m fortunate to play a ganizational best practices to recruit,
central role in delivering measurement focused on development, expansion and
enhancement of our mobile audience retain and develop women.
and insights to our clients on the total
mobile experience. and mobile advertising solutions.
Back then, I was on the outside, looking
Key efforts will focus on electronic in. Now I find myself on the other side in
It is essential for Nielsen to match the Corporate America, having spent the
mobile industry’s fast-paced evolution, measurement and new services around
behavioral targeting, as well as tracking past nine years in the mobile industry.
making it both exciting and challenging
for me to develop and bring to market of mobile ad exposure and
One thing has remained constant over
innovative measurement solutions. advertising effectiveness.
my entire career: an interest and com-
mitment in helping women succeed in
What’s the biggest challenge in What will it take to attract the workplace.
It’s a real honor to be called out as
There is clear evidence that marketers Increasing investment in mobile market- someone who might inspire other
are graduating from experimenting with ing is the single most important factor women to consider a career in mobile
mobile to leveraging it as an integral el- that will drive more professionals – advertising, marketing and media. I cer-
ement in their marketing strategy. including women – to engage. tainly count being recognized as a po-
tential mobile role model to other
Still, market readiness continues to be a Given women’s already strong presence, women as one of my
factor and something that I strive leadership and success in marketing and proudest achievements.
to enable. advertising, there is already an amazing
pipeline of female talent.
Even where mobile is embraced, it still Julia Resnick has worked at Harris
represents a relatively insignificant pro- Mobile marketing will be a critical ex- Interactive and Catalyst. She is based
portion of marketing dollars. tension of any marketer’s toolkit. in New York.

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 mobile plan, how to execute, measure have had mentors to whom they’ve been
your job? results, create trend analysis and opti- able to turn for guidance have said
mize accordingly. these relationships were a big part of
I wake up every morning with such grat- their early success.
itude for being able to go to spend my
days with a company and a job I am so Successful women leaders will inspire
passionate about. for 2010?
more women to join and lead the mobile
My top priorities are to focus on ex- marketing field. I firmly believe that
That passion extends to every member panding our cutting-edge technology as we’ll see a large influx of successful
of my team, where as a cohesive unit we the U.S. market becomes more accepting women in our industry over the next
pursue cutting-edge mobile projects and of various mobile initiatives, campaign couple years.
developments, and record ground-break- success, client education and
ing client campaigns and growing ROI consumer satisfaction.
results. It is an honor to be part of a Your proudest achievement
leading-edge industry. We will only realize our full success
in mobile?
when our clients understand the best My proudest moments are when we run
What’s the biggest challenge in way to use this powerful media and successful mobile programs with high
your job? when consumers receive what they have conversion rates, as they prove that mo-
opted in for. bile marketing is a genuine and effective
Client and consumer education.
marketing medium that is able to pro-
What will it take to attract duce tangible results.
There is still a need for further education
in the mobile space and particularly a
An early restaurant campaign that we
strong need to clear up the various mis- As the mobile marketing industry ma-
ran with one of our partners went viral
conceptions many clients and partners tures, there will be an increasing need
and achieved a 113 percent redemption
may have about mobile marketing. for smart people to take the lead. This is
rate! A television campaign we ran with
as much an industry of consumers as it
another partner saw the network’s rat-
These range from pricing, challenges in is of business people.
ings increase right from the start of the
set up and execution, legal parameters
mobile campaign!
on privacy, as well as the benefits and Anyone that can adapt and function in
future of the mobile space which many both worlds will have the opportunity to
Producing ground-breaking results for
still consider to be prospective. achieve success in this industry.
our clients is what I am most proud of.
We cannot stop monthly webinars, In addition, having a successful female
training sessions, monthly newsletters mentor is crucial to driving more women
and several other tools designed to con- into the mobile marketing industry. Shira Simmonds has worked at Spiral
tinuously educate our clients and part- Technologies and eSafe Technologies.
ners on how to best craft an effective The results are also in – women who She is based in Englewood Cliffs, NJ.

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 ing at a rapid pace and there is so much Your proudest achievement
your job? we’d like to contribute to the advance- in mobile?
ment of the mobile marketing sector, so
Engaging with our customers prioritizing where and what Neustar can Contributing to the exponential growth
and partners. to do to make the biggest impact mobile messaging and mobile content as
is important. achieved through common short codes.
I love working with the breadth of in-
credible talent, passion and energy Neustar manages and operates the
found in the mobile marketing industry. What is your work priority Common Short Code Registry.
for 2010?
From working with CEOs and business Continued investment and expansion of Common short codes empower con-
development managers of small, emerg- Neustar’s mobile initiatives, specifically sumers to order exciting digital content
ing startup companies, to supporting the interoperable and scalable mobile mar- plus pizzas, banking services and more.
digital talent found in huge media, en- keting and commerce services.
tertainment and publishing empires, as Consumers can receive news, stock,
well as directly interacting with brand We will continue to work closely with weather, medical and emergency alerts,
and advertising managers at the enter- the mobile operators, CTIA and others to as well as launch WAP links, download
prise and agency levels, the commitment decrease provisioning times and make applications and do things we never
and innovation individuals in this indus- securing a common short code faster imagined prior to launching the service.
try offer is phenomenal. and easier. Short-code-based marketing is responsi-
ble for driving over $2 billion of messag-
So many people with big ideas and The introduction of new mobile marketing and content revenues, contributing
sound pragmatic approaches are entering methods like bar codes and mobile to the launch of new companies and
ing the mobile marketing space. commerce solutions will bring rich, tai- making information, entertainment and
lored and immediate content and en- content available anytime, anywhere
Not only are these individuals propelling gaging experiences to enterprises to consumers.
their companies forward, but many are and consumers.
dedicating resources and contributing to I look forward to helping Neustar con-
key organizations that help drive our in- tinue to positively drive common-short-
dustry forward, like the Mobile Market- code-based mobile messaging services
ing Association, CTIA, GSMA, Direct more women to mobile marketing? and deliver these same benefits through
Marketing Association, ad:tech Companies to support women in mobile other interoperable mobile marketing
and others. at senior levels and exposure just like and commerce services.
Mobile Marketer are making it possible
What’s the biggest challenge in for women to make significant contribu-
tions to the industry so other women Diane Strahan has worked at Tech-
your job?
can get as excited about this industry as noServe, AOL, CareerBuilder, MCI and
The mobile marketing industry is grow- we are. GTE. She is based in Sterling, VA.

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 What is your work priority companies look to mobile as a new mar-
your job? for 2010? keting vehicle.
I like the dynamic pace of marketing. It’s Right now, social media is a major prior-
exciting to launch a game-changing ity for my team and a top marketing ini- Your proudest achievement
product, throw an exclusive event and tiative in the coming year. in mobile?
field questions from the press all in the I’m most proud to have helped build our
same week. The goal is to drive additional ways for company from an idea just over three
businesses to stay connected to clients years ago into a real market
Also, the opportunity to work with peo- and partners. mover today.
ple in the entire mobile value chain is
what drives me every day. What will it take to attract With that comes the reward of helping
more women to mobile marketing? thousands of companies get on board
I have touch points with mobile mar- with using mobile to help spur
keters, advertisers, industry influencers, Women are becoming larger consumers their businesses.
analysts – so I get to interact with of mobile goods and services – espe-
pretty much all types of people who cially the younger demographic – and It’s been particularly exciting to witness
work in the space. are using their mobile devices as a way emerging technologies like MMS, and
to stay connected. now advertising, help drive the innova-
tion and adoption we see in the
What’s the biggest challenge in As both of these trends progress, I think market today.
your job? women will become more interested in
working in the mobile space.
Creating a clear message to companies
about why mobile should be part of Mobile commerce campaigns involving
their marketing plan. store coupons will attract women,
in particular.
Many businesses today are still unfamil-
iar with how to use mobile marketing or In addition, we are seeing a greater
advertising to promote their companies. number of female executives at national
My job is try to make that message as brand companies, so that will drive more Amy Thomas has worked at NEC’s
simple and effective as possible. opportunity in the space as these Active Voice. She is based in Seattle.

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 could do everything faster! As an industry, we need to reach out to
your job? students in business and marketing pro-
What is your work priority grams today to evangelize mobile, and
I am privileged to work in a company we need to connect with women in
that is both the fastest-growing mobile for 2010?
other industries who want to be where
ad network and the technology leader, To continue to be a growth champion the action really is today in marketing.
full of smart, dedicated team members for the industry, for our clients and for
who are passionate about mobile. Quattro Wireless, focusing on highlight-
ing our unrivaled targeting precision,
I love working in a company and an in- network transparency and the ROI we in mobile?
dustry that is growing and adding value provide for our advertiser and publisher Personally, having been in the industry
to both the bottom lines of many com- partners. for only six months, I’d have to say
panies and to consumers’ lives. being selected for this list!
I really believe our Q Elevation dynamic
I’d have to say what I like most is work- targeting technology can revolutionize But in the larger picture, being part of
ing with our clients to develop new in- the industry and it is a key priority for the amazing Quattro Wireless team that
sights into mobile consumer behavior. me to get the word out. is driving our business to grow faster
than the industry, bringing new adver-
What will it take to attract tisers and publishers to mobile every day
What’s the biggest challenge in more women to mobile marketing? is immensely satisfying.
your job?
I think working in the mobile space pro-
We have such a big opportunity to provides an amazing opportunity for per-
vide insights to the advertising commu- sonal and professional growth, so I think Lynn Tornabene has worked at Google,
nity and to help marketers understand just telling that story to both those DoubleClick, Stockback, Wunderman,
how to best integrate and leverage mo- starting their careers and those looking IBM and PIA Radio Network. She is
bile in their plans, and I just wish we for a change is the key. based in New York.

MARCI TROUTMAN
CEO
Siteminis
“Companies need to recognize their female

customer base more directly to maximize
profitability”
What do you most like about déjà vu all over again. There are quite a few women in business
your job? that would be a great asset to the
mobile revolution.
I enjoy being in an emerging technology – What is your work priority
there is a certain edge that comes with
for 2010? Your proudest achievement
taking a new and revolutionary business
model to market. My top priority for 2010 is customer ac- in mobile?
quisition and new product release. Creating a new innovative software that
The constant challenge keeps me on my brings a cross-platform mobile com-
toes on a daily basis. merce option to the world.
your job? Although women have traditionally
lagged behind men in entry into
In educating leadership in the retail in- emerging business, mobile provides a
dustry and other industries on the rele- somewhat unique opportunity
vance of the growing number of their for women because of the
consumers asking for more ways to use differences in how men and women
mobile to interact with their businesses. utilize mobile.
It is the same conversations I was in- Companies need to recognize their fe- Marci Troutman has worked at Shudan
volved with, when the Internet became male customer base more directly to Design and The Home Depot. She is
important to business in the late ’90s – maximize profitability. based in Atlanta.

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 What is your work priority I think the industry is taking steps in the
your job? for 2010? right direction by providing examples of
successful leaders, opportunities for
I love the mobile industry. My top priority for 2010 is to grow the mentoring, and events, like the peer
global mobile marketing industry. mentoring series, where women can
In my position at the Mobile Marketing learn from one another.
Association, I get to monitor, analyze This includes establishing market effi-
and interact with the leaders in all areas ciencies, encouraging self-regulation,
of the industry to create major changes. educating brands and agencies and set- Your proudest achievement
ting strategies for market development. in mobile?
I have the role of setting a strategy that My proudest achievement has been the
can affect the industry by hundreds of Long-term growth is the name of the opportunity to represent the MMA and
millions of dollars. Pretty cool. game, and it’s about monitoring the the industry in various formats across a
changes in the industry to determine wide variety of topics.
What’s the biggest challenge in where and how the MMA can have the
your job? most impact at any given point. It is an honor to be considered by my
peers as having a knowledgeable, objec-
In many cases, the biggest challenge is
tive point of view.
exactly what I like about my job. What will it take to attract
The mobile marketing industry crosses so
many different areas of expertise and, in At its core mobile marketing is a tech-
directing the industry initiatives for the nology-driven industry, and like all tech-
MMA, my role is to create strategy, bring nology industries, women are
people together, provide an objective view under-represented.
and act as an expert across all areas.
There is a lot of risk in a nascent indus- Kristine van Dillen has worked at
I have to be the pilot, the mechanic and try and women need encouragement to Vindigo, Zingy and Accenture. She is
air traffic controller all in the same day. embrace the challenges. based in New York.

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 really is their access to the Web and to ing and advertising to be successful, it
your job? the global digital community. will require the expertise and viewpoint
of female professionals.
Having the honor and privilege of work-
ing with a team of exceptionally tal-
ented individuals who are not only your job? Your proudest achievement
wonderful people I enjoy being with, but Dealing with multiple time zones. in mobile?
also every single one of them is an ex- Having co-founded one of the hottest
pert in their respective fields. What is your work priority and most promising companies
for 2010? in mobile.
Being a pioneer in mobile advertising
and creating a highly personalized, rele- Continue to build a successful and
vant and valuable experience for the profitable company.
consumer on what is certainly his most
personal communication device.
Having the privilege of getting to know more women to mobile marketing?
and sharing thoughts and ideas with Since the nature of mobile marketing
some of the most brilliant and amazing and advertising is highly personal, I be-
individuals around the world. lieve this will also draw more women to
this field near term.
Having the opportunity to work on clos- Petra Vorsteher has worked at Inter-
ing the digital divide. Mobile is a different channel from print, shop Communications, International
TV and even the Web. It’s still the case Strategic Alliances, Crystal Graphics,
When you look at the adoption of the that in families women make key pur- TimeStream and Mathematica. She is
mobile phone in developing countries, it chasing decisions, so for mobile market- based in Redwood Shores, CA.

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 we are in an influential position to con- Having organizations like Mobile Mar-
your job? tinually improve and evaluate how to keter promoting awareness is an excel-
better deliver the messaging experience lent way to attract women into
The two most satisfying areas of my job for consumers. this industry.
are being able to work with my team
and the opportunity we have to shape I constantly encourage my team to take It is also important for women to attend,
the exciting world of mobile messaging. an active role in suggesting and imple- participate and speak at mobile events
menting improvements that will en- organized by CTIA and the Mobile Mar-
Specifically, my team provides sales op- hance the messaging experience. keting Association, among others.
erations and provisioning support for
our U.S. and Canada enterprise messag- When we take an active role in commu-
ing business. Since Sybase 365 is a What is your work priority nicating about our field, it’s easy to see
global company, I have the pleasure of for 2010? our passion for the industry and is a
working with talented people all over great way to encourage others to ex-
the world. My team and our customers are my pri-
ority for 2010. plore a career in mobile.
With mobile phones now such an integ-
ral part of daily life, it is exciting to tell Our goal is to integrally understand our Your proudest achievement
people about my job and easy to utilize customer’s business needs, and then de- in mobile?
and promote mobile phones myself. I liver a solution that will help them
achieve their objectives – whether it be I am most proud of my ability to bring
enjoy the wireless freedom and amazing diverse groups together to work collabo-
reach that mobility provides. a tried-and-true method or something
at the cutting-edge of mobile innova- ratively in the best interest of
tion. Mobile marketing has come a long our customers.
What’s the biggest challenge in way over the past few years, and it is
your job? exciting to see our customers utilize the Often times, people can get caught up in
mobile channel in new ways. the details and they need someone to
The enterprise messaging business is a
help them step back and see the
developing and growing industry filled
And, with the vast array of mobile mes- big picture.
with innovation.
saging services Sybase 365 offers, from
mobile marketing to mobile commerce, Focusing on the customer’s mobile mes-
Mobile messaging is evolving from a
we can help customers find the right so- saging needs helps keep everyone on
purely person-to-person technology to
lution for their initiatives. track and it inspires the team to do
one that is now being utilized by enter-
their best.
prises and large brands as a way to in-
teract and provide new services to The mobile commerce space, in particu-
lar, is a hotbed for innovation at the On a personal note, one of my favorite
their customers. As the industry evolves,
moment, and I expect to see more to achievements is that my children think
one of the challenges my team and I
it is cool that their mom understands
face is continually staying abreast of the come in this market over the next year.
text messaging.
changing landscape so that we can
guide our customers through the provi- What will it take to attract
sioning process as efficiently as possible. Alcina Wegrzynowski has worked at
Sybase, California State Automobile
Additionally, as Sybase 365 is a vital I am fortunate to know many talented Association and Recom Technologies.
part of the mobile messaging ecosystem, women in the mobile marketing space. She is based in Dublin, CA.

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 What is your work priority efforts. I can’t think of a more exciting
your job? for 2010? industry right now.
Without a doubt, my customers. Making Expanding my efforts into the enterprise
the transition from vendor to partner space. There is so much opportunity for
and becoming a member of the cus- mobile within Corporate America.
tomer’s execution team.
I enjoy working with creative minds and more women to mobile marketing?
driving initiatives that are outside of the
box and new and exciting. If you’re a woman and interested in mo-
bile, get involved!
your job? It’s no secret that this is a male-domi-
nated industry, but there are also many
The mobile business has its own strong and extremely talented women in
inherent challenges. very powerful positions.
Racing with deadlines is exciting and

keeps the adrenaline flowing, but bump-
ing up against roadblocks where you
in mobile?
have little to no control can be Moving into new markets and making
extremely frustrating. a difference.
Jan M. Wika has worked at WDSGlobal,
The biggest challenge is setting appro- Breaking down the barriers and helping Linqware and Qwest Communications.
priate expectations and delivering. customers be successful in their mobile She is based in Seattle, WA.

DANA WILLIS
Associate director of premium
offnet mobile messaging
Verizon Wireless
“It’s the ability make a difference across

the off-deck space with the Mobile
Marketing Association and CTIA –
The Wireless Association”
What do you most like about priority projects. Your proudest achievement
your job? in mobile?
It’s the ability to make a difference Launching wireless AMBER Alerts for
for 2010?
across the off-deck space with the Mo- Verizon Wireless subscribers.
bile Marketing Association and CTIA – Drive marketing awareness, revenue and
The Wireless Association, and working compliance for off-deck messaging.
with my team and the various cross-
functional teams at Verizon Wireless. What will it take to attract
What’s the biggest challenge in Continue to drive awareness of the op-
your job? portunities available in
Effectively managing multiple high- mobile marketing. Dana Willis is based in Laurel, MD.

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 Great news is, that is happening more kitchen phone – if they ever even had a
your job? and more every day. It makes for some kitchen phone!
excellent partnerships and creative and
The favorite part of my job would most innovative campaigns. To that point, as the population as a
certainly be my colleagues within whole becomes more mobile there will be
the industry. an opportunity to encourage women on
for 2010? the go – do you know one who isn’t? – to
I think the mobile field is full of some of explore mobile marketing as an
the sharpest, most creative and funniest Advertiser adoption on a scale that is attractive career opportunity.
people in media and advertising – you meaningful and impactful is certainly
know who you are. my goal for 2010. It seems to be attain- Your proudest achievement
able throughout the upfront planning of
The growth of mobile is due in large part in mobile?
the first part of 2010.
to the men and women who are fueling My proudest achievement to date was
the growth by pushing innovation and I am pleased to see dedicated mobile executing an MMS campaign New Year’s
technology and aren’t afraid to get their budgets continuously being added to Eve 2007 on the Reuters and Nasdaq
hands dirty. campaigns in a thoughtful way. I look billboards in Times Square for Intel.
forward to seeing that increase through- I executed it as a sole contractor and
What’s the biggest challenge in out 2010 and beyond! accomplished amazing success by lean-
your job? ing only on friends in the business that
I always say that I don’t want to see the were pulled together quickly to create
Education is without question the “Year of Mobile” as that means that we an agile and dynamic team.
biggest challenge that I face in have gotten as far as we are going to
mobile advertising. and there is nowhere to go but down. I It was a super cool campaign, yes. But
don’t think we will see the “Year of Mo- the coolest part for me was seeing that
It seems daunting to those on the out- bile” for a very long time. something that big and creative could
side, so you have to start at the very be- be completely activated by a basic
ginning and illustrate that mobile isn’t What will it take to attract handset and a group of friends.
scary or complicated. That takes time,
and it is a process that has to be re-
peated over and over. I think that as younger women come Erin E. Wilson has worked at Weather-
into the workforce, it will be a no- Bug, Interpublic Group of Companies’
I love nothing more than when I walk brainer for them as they have been Reprise Media, Counts Media and In-
into a partner meeting and they are using the product as an extension of the terep National Radio Sales. She is
teaching me things about mobile! Internet, not an extension of their based in New York.

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 Tacobell.com from anywhere at Web site site is currently programmed
your job? any time. in Flash.
The opportunity to work in an exponen- With mobile and smartphone penetra- I created a version of Tacobell.com
tially changing landscape. tion increasing exponentially, we are in- specifically for mobile devices. It is de-
creasingly leveraging our mobile site, signed to work seamlessly with 50-plus
The digital, social and mobile environ- iPhone apps and establishing a mobile types of phones, with a specific version
ments are in constant evolution, and marketing database. for the iPhone.
adapting to the new way in which peo-
ple consume information has kept me Both the Why Pay More Shaker app and
invigorated and constantly challenged! What will it take to attract standalone Taco Bell Store Locator app
more women to mobile marketing? for the iPhone tap into the integrated
What’s the biggest challenge in Our mobile phone is the most important GPS to guide you from your current lo-
your job? device that we carry and leads to the cation to the nearest Taco Bell.
Building mobile sites and creative, as natural progression of mobile marketing
for women. M.tacobell.com allowed the out-and-
there is no Interactive Advertising Bu-
about Taco Bell consumer to be able to
reau standards for mobile. You have
The penetration of the iPhone has made access product information, store loca-
variations in device settings, carrier, ad
mobile more mainstream and is no longer tions and nutritional data from their
networks and screen sizes.
just for the techies and early adapters. mobile phones.
In building a traditional Web site, you
can test for the two major browsers and Popular gossip sites such as TMZ created
be good to go. The variety is endless a natural evolution for women to play in
with mobile! the mobile sandbox.
What is your work priority Your proudest achievement

Danielle Wolfson has worked at Doner,
In keeping with our vision for digital Prior to February 2009, consumers were Carat Fusion, Ameriquest, 10th Degree
marketing, we want provide our on-the- not able to access Tacobell.com on their and eMachines. She is based in
go customers the capability to access mobile devices as our main Tacobell.com Irvine, CA.

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 in traditional marketing roles, on the dustry, mobile marketing shouldn’t have
your job? benefits of mobile and what it can look any trouble attracting more women to
like for their organizations can be the space.
I love the people I work with because a challenge.
they’re passionate about doing the best My experience has always been positive,
job possible for each and every client. It is fun, though, to see people’s eyes and I’ve been fortunate to have had op-
light up once they’ve experienced first- portunities to make a difference.
I feel extremely fortunate that 2ergo has hand the relevancy, immediacy and ef-
such a smart team backed by a rock- fectiveness of the mobile channel.
solid technology platform, global reach Your proudest achievement
and strong financials – it makes my in mobile?
marketing job so much easier! What is your work priority When I first joined 2ergo, I helped drive
for 2010? the productization of our mobile offer-
Beyond that, I think our industry is ex- ings together with our technical and
Thanks to a few recent acquisitions and
tremely dynamic with new develop- creative teams, which simplified a noto-
continued in-house development, 2ergo
ments and interesting news coming out riously complicated process of develop-
now has a comprehensive product set
every day. ing mobile campaigns.
for mobile marketing and mobile
CRM solutions.
I love being part of the creative ways in The ease-of-use of the resulting prod-
which mobile is being used as a new ucts and the key messages I developed
My team is tasked with educating
media and marketing channel. It defi- ultimately made it easier for the sales
clients on each of our products and how
nitely keeps me on my toes! team to sell our products and solutions,
they can work together to solve prob-
lems and address needs in their specific while making it easier for clients to un-
What’s the biggest challenge in derstand and implement the
market sectors.
your job? mobile technologies.
I have to constantly remind myself that In 2010, I’d like to continue increasing
not everyone lives and breathes mobile my networking circle and developing
marketing like we do. one-on-one connections with brands
and the media.
Too many people think that mobile mar-
keting means SMS spam, which couldn’t
be farther from the truth. Lindsay Woodworth has worked at
Handango and Q Investments. She is
So educating marketers, especially those Since it’s a relatively young, dynamic in- based in Arlington, VA.

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 sure of where mobile fits within their Recruitment also plays a key role.
your job? media mix.
Building awareness of the mobile mar-
My job is to utilize the coolest technol- Mobile is different from other digital keting field to women's interest groups
ogy available to serve sports fans. media, and thus often not executed or and organizations would be a good start.
What’s not to love? measured to its potential. Mobile is a great place to be right now!
The mobile experience is so highly per- SMS is unique with its ability to activate
sonal for consumers. When coupled with Your proudest achievement
all other campaign platforms, as well as in mobile?
the extreme passion that comes with stand on its own.
sports, mobile becomes the perfect Every day I get to come to work and be
medium to provide fans with the con- As an industry, we need to create stan- part of an amazing team at a great
tent and interactivity they are passion- dards for metrics and measurement that company, and together we have a lot
ate about, no matter where they are. will help advertisers find their way. of wins.
It’s a great sense of achievement to What I consider a great achievement is

know we are providing a service that how our team works together to stay on
fans love. for 2010?
the leading edge of technology without
At the moment, we're focusing a lot of losing touch with our fans. I personally
ESPN as a company also recognizes the our efforts on the Section 140 platform read every email that is sent about my
potential for mobile and has made a sig- to take the mobile fan-to-fan conversa- products and incorporate fan feedback
nificant investment to enable our team tion and interactivity to the next level. into my roadmap.
to be competitive and innovative in this
emerging market. We'll also continue to support our col- Where this is rewarding for me is in the
leagues with mobile products and serv- results. ESPN Alerts generates the highest
It is great to work for an organization ices around the sports events we carry, volume of standard SMS messages in the
that committed resources early-on to a most notably World Cup 2010. U.S. for any single-source content provider.
technology that many other companies
still consider to be too new. Mobile is a Month after month I see the subscriber
priority at ESPN and it’s exhilarating to What will it take to attract
base grow with minimal promotion, but
be a part of something that is so more women to mobile marketing?
more importantly, fans are opting in to
rapidly growing. It’s no secret that women tend to be receive more and more content. It makes
under-represented in technical fields, me proud to know we are doing right by
What’s the biggest challenge in which is unfortunate. our fans!
your job?
I have learned that there is a lot of cre-
One of the biggest challenges with mo- ativity within high tech – which ap-
bile is translating this highly targeted pealed to me – and women can bring a
and personal media into revenue. unique perspective to the table. As
women in the industry, we need to be
As champions of the mobile industry, we more vocal role models about the types Kristy Young has worked at Genesys
have a fantastic value proposition to of work we are doing and why Conferencing and Qwest Communica-
share with advertisers who are still unit’s enjoyable. tions. She is based in New York.

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 All of these pressures can cloud your within the industry and, of course, many
your job? ability to focus on the end goal, which is great stories of successful women.
delivering a great product to happy
Meeting and working with bright people. clients and a fantastic return for your Your proudest achievement
Forging partnerships to share in dreams shareholders.
together. in mobile?
What is your work priority Hearing customers gloat about our

What’s the biggest challenge in for 2010? product and our staff.
your job?
Establishing a market presence in the
Maintaining the ability to think clearly. United States as the agency solution for
mobile marketing.
Running a business puts so many de-
mands on you, from figuring out your What will it take to attract Amielle Lake has worked at Western
capital needs, satisfying your customers, Keltic Mines, Galdos Systems and Hay-
finding the right staff and staying differ- wood Securities. She is based in Van-
ent from your competitors. A culture of mentorship and support couver, British Columbia, Canada.

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 email2mobile.ca, as well as launch two Currently 0.8 percent of email newslet-
your job? more products focused at migrating dig- ters are optimized for mobile, yet 20 to
ital content to mobile-friendly versions. 30 percent of folks are checking their
I love the challenges and opportunities email on mobile devices.
that the mobile space represents. What will it take to attract
more women to mobile marketing? Our product Email2Mobile allows mar-
The growth in the use of devices as an keters or content holders to create mo-
important part of daily life, as well as I believe the more women who learn
bile-friendly versions of their email
the increased capability of the devices about the ROI potential of mobile mar-
newsletters and similar to the function-
themselves are a huge untapped oppor- keting, the more will jump into this area.
ality of “Bit.ly for Twitter,” paste our
tunity for marketers. Sometimes there is less proof and guar-
links into the header of any email
antees in areas of new technology like
deployment system.
What’s the biggest challenge in mobile, but that’s where the greatest
opportunity for innovators lies.
your job? Our product has proprietary analytics
and software that allow tracking of de-
The biggest challenge is never sitting In my opinion more programs focused at
vice type – iPhone and BlackBerry – and
back, but continuing to innovate and mentoring women about emerging tech-
PVs/CTR.
push the envelope to build nology will also further this goal.
new products.
This requires keeping up to date with in mobile?
what the challenge for marketers and
content holders will be, and how we can My proudest achievement is creating the
solve their problems. www.email2mobile.ca product
from scratch.
What is your work priority After researching the gap between desk-
for 2010? top to mobile products, this product was Deborah Hall has worked at Magnet
My priority for 2010 is to continue the developed to address the gap in the Mobile, Yahoo Mobile and Publicis
rollout of our latest product, email newsletter segment. Modem. She is based in Toronto.

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 always get companies claiming they Your proudest achievement
your job? have the best software, the best reach in mobile?
and the best results in the market.
There are two aspects of my job that I My proudest achievement in mobile has
like equally. My challenge is to evaluate these claims to be the successful delivery of the Xpe-
and get to the core of each offering. ria mobile application in 2008.
One aspect is delivering global By doing this, I am able to advise our
mobile projects. clients on the best approach for their The application, prior to the iPhone App
campaign and to help them avoid as Store release, was rolled out into 15 ter-
The more difficult they are, the better, as many pitfalls as possible. ritories, 12 languages and achieved
it gives me the challenge to push the 250,000 downloads.
barriers and be involved with something
that possibly has never been What is your work priority In terms of functionality the application
done before. for 2010? had its challenges, like accessing the
My work priority for 2010 is to make photo gallery of the phone and creating
The second aspect is keeping on top of sure our team delivers our projects effi- personalised animated screensavers on
the fast-evolving technology. This en- ciently and to the high standard to the fly.
ables me to evaluate and play around which our clients have become accus-
with new apps and handsets and then in tomed and by doing so, pushing Joule to In terms of rollout, this was a great
turn to present my findings to the rest the front end of mobile marketing. challenge as well due to the various op-
of the team. erators and rules that each territory has.
This is a very vital part of my job as the The reason why I am so proud of this
more we understand about the technol- achievement is because I feel we pushed
ogy then the more interesting and inno- I think going forward we will see more the boundaries in terms of what was out
vative Joule’s campaigns will be. women being involved with mobile mar- there in the market prior to the iPhone era.
keting, as the sector is now becoming
more known and more relevant to the
marketing world, in general.
your job?
The biggest challenge in my job is seeing Like Internet marketing, mobile market-
through the vaporware and understanding started with more men as it was
ing what is actually feasible, when more technology-driven, but now as it is
and where. becoming more marketing-focused we Despina Tapaki has worked at AKQA,
will see more women entering Amplefuture and ZIM Corp. She is
Like with any other young industry, you the industry. based in London.

Monday Worth
through
repeating.
Friday.
Reprints and
e-prints of your
favorite articles
appearing in
Mobile Marketer Daily,
Mobile Commerce Daily,
MobileMarketer.com and
MobileCommerceDaily.com.
Click HERE for your free Perfect for media kits,

subscription to the trade shows, hand-outs,
Mobile Marketer Daily sales presentations
e-newsletter. and mailings.
Or HERE
for Mobile Commerce Daily. Please contact
reprints@mobilemarketer.com
for pricing and details.
Mobile Marketer Mobile Marketer
Mobile Mobile
Commerce Commerce
Daily Daily

6442

Uploaded by

Document Information

Original Description:

Copyright

Available Formats

Share this document

Share or Embed Document

Sharing Options

Did you find this document useful?

Is this content inappropriate?

Copyright:

Available Formats

6442

Uploaded by

Copyright:

Available Formats

Mobile Marketer

“Look out, men in mobile – here we come!”

PAGE 2 Mobile Marketer MOBILE WOMEN TO WATCH 2010

401 Broadway, Suite 1408

For newsletter subscriptions:

PAGE 3 Mobile Marketer MOBILE WOMEN TO WATCH 2010

“Mobile marketing is merely the extension

The other thing I think is actually in my What will it take to attract

PAGE 4 Mobile Marketer MOBILE WOMEN TO WATCH 2010

“With so many emerging platforms, it is

PAGE 5 Mobile Marketer MOBILE WOMEN TO WATCH 2010

“Most women have been texting longer

What’s the biggest challenge in We believe, as other companies probably

PAGE 6 Mobile Marketer MOBILE WOMEN TO WATCH 2010

“I love helping to build something from

PAGE 7 Mobile Marketer MOBILE WOMEN TO WATCH 2010

“The biggest challenge is monitoring growth

PAGE 8 Mobile Marketer MOBILE WOMEN TO WATCH 2010

“Mobile is still an emerging field, so

PAGE 9 Mobile Marketer MOBILE WOMEN TO WATCH 2010

“It’s not really about being mobile or not,

PAGE 10 Mobile Marketer MOBILE WOMEN TO WATCH 2010

“Educating consumers and businesses on

Educating consumers and businesses

PAGE 11 Mobile Marketer MOBILE WOMEN TO WATCH 2010

“Many women see mobile as a developer’s

PAGE 12 Mobile Marketer MOBILE WOMEN TO WATCH 2010

“The mobile industry was overly carrier-

PAGE 13 Mobile Marketer MOBILE WOMEN TO WATCH 2010

“Look out, men in mobile – here we come!”

PAGE 14 Mobile Marketer MOBILE WOMEN TO WATCH 2010

“I have become quite proficient with the

PAGE 15 Mobile Marketer MOBILE WOMEN TO WATCH 2010

“Women trying to launch or further

Cell phones have changed the way a Your proudest achievement

PAGE 16 Mobile Marketer MOBILE WOMEN TO WATCH 2010

“My priority in 2010 is to tear down the

PAGE 17 Mobile Marketer MOBILE WOMEN TO WATCH 2010

“I am having to re-educate companies that

PAGE 18 Mobile Marketer MOBILE WOMEN TO WATCH 2010

“At Bravo, the entire mobile team,

PAGE 19 Mobile Marketer MOBILE WOMEN TO WATCH 2010

“My strong belief is that

PAGE 20 Mobile Marketer MOBILE WOMEN TO WATCH 2010

PAGE 21 Mobile Marketer MOBILE WOMEN TO WATCH 2010

“Every day there is something new that

I am constantly surprised with the new What will it take to attract

Every day there is something new that Your proudest achievement

PAGE 22 Mobile Marketer MOBILE WOMEN TO WATCH 2010

“With most anything new, a

PAGE 23 Mobile Marketer MOBILE WOMEN TO WATCH 2010

“My proudest achievement is helping

PAGE 24 Mobile Marketer MOBILE WOMEN TO WATCH 2010

“Ensuring that mobile gets the proper

PAGE 25 Mobile Marketer MOBILE WOMEN TO WATCH 2010

“Jumping into education mode

PAGE 26 Mobile Marketer MOBILE WOMEN TO WATCH 2010

“As a society, we’re discovering what can

PAGE 27 Mobile Marketer MOBILE WOMEN TO WATCH 2010

“Attracting new talent in the mobile

PAGE 28 Mobile Marketer MOBILE WOMEN TO WATCH 2010

“There is a tendency for some companies in

PAGE 29 Mobile Marketer MOBILE WOMEN TO WATCH 2010