By Staff reports
December 20, 2012
Mobile Marketer’s Mobile Women to Watch 2013 list celebrates the smart women who are expected to make a difference in mobile advertising, marketing, media and commerce in 2013.
Like their peers from last year, those who made the cut this time shared the same qualities: dedication to craft, ambition, leadership potential and educator. And like previous years’ candidates, they are aware of being role models as mobile evolves to become an attractive career-building option for talented women.
“The challenge is retaining and advancing women to leadership positions,” said Jesse Haines, New York-based global head of mobile ads marketing at Google.
This is the fourth annual Mobile Women to Watch honor.
In good company
The 25 women on the list represent marketers, retailers and brands such as Sephora, Morrisons, Rovio Entertainment, Coca-Cola, Mall of America, Cars.com and Google.
Also on the list are executives from agencies, market researchers and mobile service providers such as Forrester Research, Placecast, Mogreet, Verve Mobile, Ansible, Branding Brand, Millennial Media, LocalResponse, BigFish Media, Accenture Mobility, Millward Brown, Neustar, Syniverse, Zumobi, Sparkfly, Mojiva and mediahub/Mullen.
To them, mobile is not simply a technology, retail channel or a marketing discipline.
“It is much more about the time, place and screen size than about mobile,” said Sharon Knitter, senior director of mobile for Cars.com, Chicago.
Drawing the line
Picking the 25 smartest women with potential was not easy. Mobile Marketer invited readers to send in their nominations. The Mobile Marketer team also had its own table of candidates.
Once the deadline expired, the Mobile Marketer team judged the nominees on their merits and whittled the list to those who showed the most promise to push the mobile envelope in 2013.
The list’s responses to questions confirm their choice. Not only were they enthusiastic about opportunities, but they were realistic about the challenges of including mobile in the multichannel mix.
As Syniverse chief marketing officer Janet Roberts puts it, “The mobile experience is relentlessly migrating to a market-of-one experience.”
MANY THANKS to Kristina Mayne for her art direction on this Classic Guide.
Thank you also to Chantal Tode, Rimma Kats, Lauren Johnson and Jodie Solomon for their nominations and judging. All judging was based purely on merit and potential to make a difference.
Please read this guide cover to cover. These Mobile Women to Watch are set to distinguish themselves even further in 2013, no doubt realizing that mobile advertising, marketing, media and commerce’s ultimate job is to move product.
“We want to use the phone in one hand,” said Coca-Cola’s Kim Siler, “to put a Coke in the other.”
Mickey Alam Khan