Mobile Marketer’s Mobile Women to Watch 2011 list celebrates the smart women who are expected to make a difference in mobile advertising, marketing, media and commerce in 2011. We go long on this crew.
Like their peers on last year’s list, those who made the cut this time shared the same qualities: dedication to craft, ambition, leadership potential, educator and role model. And like last year’s crop, they’ve got their eyes on the prize.
“For me, 2011 is about creating more action-based advertising that we can prove,” said Microsoft Advertising’s Carrie Coffee.
Letter and spirit
These 25 women executives span category behemoths such as Disney, Citigroup, Microsoft, National Geographic and AT&T.
Also on the list are executives from Hipcricket, 3Cinteractive, Unica, Mullen, Appency, Jumptap, Velti, CTIA – The Wireless Association, Publicis Modem USA, Performics, Navteq, Millennial Media, SpyderLynk, Mobile Marketing Association, Monitise, JiWire, MoFuse and Media Armor.
Mobile Marketer readers and team members were asked to nominate candidates for Mobile Women to Watch. A shortlist was then created after much deliberation.
Finally, Mobile Marketer’s Giselle Tsirulnik, Dan Butcher, Rimma Kats, Jodie Solomon and yours truly arrived at a list of executives who showed the most promise to push the mobile envelope in 2011. Many thanks to Rimma for her art direction.
In their responses to the questionnaire sent to them, these honorees emphasized their enthusiasm for mobile, acknowledgement of the challenges ahead, role as educator and willingness to work on teams that attracted more women to mobile.
Please read the responses – all listed alphabetically by last name. They tell you as much about the executive as they do about the culture in which they work.
A few readers and marketers may quibble why a list for women and not for men. The reality is, there are not enough women in mobile marketing or mobile commerce, and fewer still from the minorities. This is one way to recruit them to mobile.
And in as much as this list was created to address the imbalance, it is performance that carries the day for those in the field.
“Talent, not gender, will determine the success of mobile marketing as an endeavor,” said Citi Mobile’s Marylou Dowd.
As mobile evangelists within their organizations, these executives have a heavy burden to carry.
Not only are they a minority in the industry, but they are also a minority in overall marketing.
While mobile is the fastest-growing marketing and commerce medium, it still has to prove its ROI every day, regardless of facts such as critical mass of consumers and handsets that border on sophisticated computers performing all functions to enable work, home and fun activities.
These 25 executives who made the Mobile Women to Watch 2011 list are poised to make a difference in mobile in 2011. Follow their progress and be inspired: they are at the new frontier of marketing and commerce, and their brains are the best picks and shovels in the business.
Editor in Chief Mickey Alam Khan covers advertising agencies, associations, research and mobile marketing issues, as well as column submissions. Reach him at firstname.lastname@example.org.