Mobile women to watch for 2013

Mobile Women
to Watch 2013
Mobile MarketerTHE NEWS LEADER IN MOBILE MARKETING, MEDIA AND COMMERCE
www.MobileMarketer.com
Classic Guide
A CLASSIC GUIDE
December 2012
$495TM

CONTENTS
PAGE
3 Welcome
Mickey Alam Khan
4 Julie Ask
Forrester Research
5 Anne Bezancon
Placecast
6 Serena Ehrlich
Mogreet
7 Linda Gluszack
Verve Mobile
8 Jesse Haines
Google
9 JiYoung Kim
Ansible
10 Sharon Knitter
Cars.com
11 Christina Koshzow
Branding Brand
12 Alia Lamborghini
Millennial Media
13 Kathy Leake
LocalResponse
14 Sara MacQueen
BigFish Media
15 Johnna Marcus
Sephora
PAGE
16 Lisa Mitnick
Accenture Mobility
17 Marie Ng
Millward Brown
18 Lisa Peterson
Neustar
19 Jill Renslow
Mall of America
20 Janet Roberts
Syniverse
21 Marla Schimke
Zumobi
22 Kim Siler
Coca-Cola
23 Mollie Spilman
Millennial Media
24 Catherine Tabor
Sparkfly
25 Michele Tobin
Rovio Entertainment
26 Amy Vale
Mojiva
27 Sienne Veit
Morrisons
28 Jade Watts
mediahub/Mullen
Mobile Marketer MOBILE WOMEN TO WATCH 2013PAGE 2

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Mickey Alam Khan
Editor in Chief
mickey@
napean.com
Kristina Mayne
Content Assistant
kristina@
mobilemarketer.com
Lauren Johnson
Associate Reporter
lauren@
mobilemarketer.com
Rimma Kats
Associate Editor
rimma@
mobilemarketer.com
Jodie Solomon
Director, Ad Sales
ads@
mobilemarketer.com
Welcome
Chantal Tode
Associate Editor
chantal@
mobilemarketer.com
obile Marketer’s Mobile Women to Watch 2013 list cele-
bratesthesmartwomenwhoareexpectedtomakeadifference
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 mo-
bile 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 research-
ers and mobile service providers such as Forrester Research,
Placecast, Mogreet, Verve Mobile, Ansible, Branding Brand, Mil-
lennial Media, LocalResponse, BigFish Media, Accenture Mobil-
ity, 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. Mo-
bile 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 John-
son 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
Editor in chief
mickey@napean.com
M

Julie Ask
Vice president and principal analyst
Forrester Research
San Francisco
“Too much of mobile today is a scaled-down version of a
PC experience”
What do you most like about your job?
It is always interesting because it is al-
ways new. Being an analyst and doing
research gives me the luxury of looking
forward three to five years, not something
most professionals get to do.
Finally, it allows me to combine my elec-
trical engineering and business back-
grounds. Mobile commerce and market-
ing sit at the intersection of technology
and business.
What is the biggest challenge in
your job?
Getting our clients do what is right for
their business over the long term and
steer clear of the hype that surrounds
mobile and tablets. Everyone needs a
strategy to help guide planning and re-
source prioritization over the next few
years. There is so much focus on front-end
development work.
Using mobile technology is not hard. Un-
derstanding how mobile changes the rules
of your business is. Working with your
internal IT team to put the infrastructure
in place that you need to support mobile
three to four years out is hard.
My toughest challenge is helping our
clients create longer-term strate-
gies and understand how it impacts
their business.
What is your work priority for 2013?
Thinking mobile first tops the list. Too
much of mobile today is a scaled-down
version of a PC experience. Second, help-
ing our clients put organizations, gover-
nance and structure in place to enable
the broader use of mobile throughout
their organizations.
The ability to prioritize initiatives and
staff are two of the toughest challenges
our clients face. I also need to help them
understand the very distinct roles that
mobile and tablets will play.
What will it take to attract more women
to mobile marketing?
Tough question. Very few women pur-
sue careers in technology. As mobile
marketing becomes more mainstream,
mobile marketing professionals will not
need a technology background – so-
lutions will allow them to focus on
the campaigns and media and less on
the implementation.
Also, as the spend on mobile market-
ing increases, it will attract more talent.
Larger budgets will translate into higher-
level positions.
Your proudest achievement in mobile?
Graduating from MIT with my BSEE and
MSEE. In the late ‘80s, my thesis work at
COMSAT centered on microwave circuit
design, so I worked on mobile back when
it was satellite communications and not
cellular. That is the toughest thing I have
done in mobile, broadly.
After my MBA, I worked in management
consulting and had the opportunity to
evaluate the business side of telecommu-
nications.
Now I help business professionals un-
derstand the opportunities mobile tech-
nology offers to help them engage with
consumers. I love it. There are so few jobs
that would allow me to use my broad set
of experiences.
PAGE 4 Mobile Marketer MOBILE WOMEN TO WATCH 2013

Mobile Marketer MOBILE WOMEN TO WATCH 2013
Anne Bezancon
President
Placecast
San Francisco
“The phone is an extension of ourselves, our interface with the
digital universe, and unlike any digital media as we know it”
The intensity. I love building Placecast
through creativity, innovation and com-
munication on a daily basis. Whether we
work on releasing programs for our cli-
ents, designing new products or negotiat-
ing strategic partnerships that will impact
millions of consumers, the constant driver
of our success is our dedication to doing
things the best we can and as quickly as
possible for our clients.
your job?
Time. There is so much opportunity ahead
and our clients see it as much as we do.
Our unique position in the mobile market-
ing space is a magnet for so many inter-
esting inquiries and we cannot grow fast
enough to satisfy all of them.
Leadership. Placecast must continue to
lead the market toward what we believe
is a fundamental shift in addressing what
consumers want through their mobile de-
vice.
All of the players in our ecosystem now
understand the importance of contextual
personalization in the real world.
Mobile interaction is different than any-
thing we have known before, because the
phone is an extension of ourselves, our in-
terface with the digital universe, and un-
like any digital media as we know it.
Demystifying technology. The past few
years have seen many experiments – a lot
of noise in a nascent market. Normaliza-
tion around successful concepts and ef-
fective tools is emerging.
Much like with online advertising in the
late 1990s and early 2000s, the mobile
marketing space is growing out of its
tech-focused infancy and corollary trials
and tribulations into a real business by
solving real problems and bringing more
value to both advertisers and consumers.
Women over-index spend by a large mar-
gin. They have more hands-on experience
being on the receiving end of marketing
campaigns and will prove better at under-
standing, communicating and managing
mobile marketing initiatives that are much
closer to our experience of life as human
beings than the somewhat contrived PC-
Web universe we have been confined to
for the past 20 years.
Making every single interaction between
our clients and their consumers useful,
valuable and simple. And getting my first
patent granted, too.

Serena Ehrlich
Director of marketing
Mogreet
Venice, CA
“I am bringing sexy back to MMS text message marketing”
I love the adventure of it all.
I am relatively new to the mobile space.
For the last six years, I have worked in so-
cial media marketing, designing programs
to activate consumers across emerging
platforms, including mobile. When the
opportunity arose to focus solely on it, I
jumped at the chance.
To me, the mobile industry is the Wild
West. We are in the middle of a revo-
lution as new technology adoption –
smartphones, tablets, app marketplace –
changes consumer behavior and disrupts
traditional marketing programs. And it is
just the beginning.
As the purchase cycle for today’s con-
sumer evolves, brands must create cus-
tomer-focused engagement opportuni-
ties, providing points of contact using the
technology the customer prefers – their
mobile devices.
At Mogreet, that is exactly what I get to
do every day: show marketers how to en-
gage key audiences through rich media
text messaging. I love it.
your job?
My challenge is simple: finding the best
way to present Mogreet products’ value
propositions within our target audi-
ences to ensure our phones never, ever,
stop ringing.
In 2013, I am bringing sexy back to MMS
text message marketing.
Much of the mobile marketing world
is still focused on trying new tools –
most of which are neither innate nor
ubiquitous to the end user. My goal is
to remind marketers about the power of
multimedia-enabled text messaging. Not
only does it drive higher ROI, it is also
ubiquitous and, thanks to great photo and
video tools built into today’s phones, a na-
tive behavior of almost all mobile users.
Despite this currently being a male-
dominated industry, more women are
moving into mobile as the industry con-
tinues to grow in size and visibility. New
positions and faster growth opportuni-
ties, coupled with strong evangelism
by today’s female mobile leaders are
bringing more women with tradition-
al, online or digital backgrounds into
the space.
We accomplished a lot this year. If I have
to pick one greatest achievement, it was
the launch of the Mogreet Developer
Platform. This was my first project at Mo-
greet that I was a part of from conception
through launch and now to a fully active
developer program.
If I got to name two achievements, I
would say the second is converting my so-
cial media following into believers of the
real power, opportunity and ROI potential
of mobile marketing.

Linda Gluszak
Vice president of east coast
Verve Mobile
New York
“The biggest challenge is the competition”
What do you love most about your job?
I love that every day is different, as mobile
is continuously evolving.
The marketplace pushes mobile vendors to
come up with new solutions to meet the
changing consumer landscape.
I am fortunate to be a part of an organi-
zation that is constantly coming up with
new products that are based on market
feedback, which will in turn change the
way brands use mobile as a part of their
media mix.
your job?
The biggest challenge is the competition.
Six years ago, there were about six major
players. Today, there are over 30 compa-
nies, all claiming to offer the same things.
Fortunately, here at Verve we have differ-
entiated ourselves based on our location-
based advertising platform and unique
user base, which makes my job easier.
My work priority for 2013 is continuing to
build Verve’s East Coast team.
Verve has been in hyper-growth mode
since I joined back in June 2011, and there
is no sign of that abating. We have nearly
tripled since I started.
in mobile?
Organizations such as Women in Wireless
have been instrumental in attracting new
women into the mobile field.
I am always amazed after attending one
of the events at the size of the turnout –
attendance has just exploded compared to
three years ago.
I am also a big fan of networking with
everybody and anybody to evangelize and
recruit more women into mobile.
I am very proud to have been a part of
three great mobile startups over the last
six years, including Enpocket, Greystripe
and now Verve.
I have thoroughly enjoyed helping all of
these organizations grow successful busi-
nesses from the ground up, especially, at a
time when mobile was still in its infancy
stage. It has been a great run.

Jesse Haines
Global head of mobile ads marketing
Google
New York
“The challenge is retaining and advancing women to
leadership positions”
Mobile has changed the way that people
shop and stay connected, and advertisers
in many ways have had to rethink the way
that they market to customers.
Many businesses are overwhelmed by the
thought of tackling mobile, but one thing
I love about my job is being able to show
them how powerful mobile can be for
their business and that it is not as hard as
it may seem.
It is exciting to see more and more busi-
nesses, big and small, that are making
mobile work and forging meaningful
connections with their customers in the
mobile space.
your job?
The thing that is most challenging and ex-
citing is the incredible velocity with which
the mobile industry is moving.
Technology and consumer behavior is
constantly changing, and helping market-
ers make sense of it all is a continually
evolving challenge.
Over the years, the focus of my mobile ads
marketing team has evolved. In 2011, our
message to marketers centered around
why mobile is important. This year the dis-
cussion focused on how to build a mobile
strategy.
In 2013, our priority will be encouraging
advertisers to maximize mobile. Part of
that is helping businesses recognize all
the new paths to purchase that mobile
advertising opens.
Until we, as marketers, start to assign
value to the mobile-led conversions that
happen on phone calls, in a store, or on
another device, we will not understand
the full value of mobile. I want to en-
courage and help advertisers to see the
bigger picture.
The mobile space is exciting, dynamic
and critical to the future of marketing as
whole. I am thrilled to see lots of young
women and men getting involved in mo-
bile marketing. The challenge is retaining
and advancing women to leadership posi-
tions.
There are lots of ways to do this. One that
is very important to me is to “lift as you
climb.” This is about helping other women
and creating stronger networks.
I have had amazing mentors throughout
my career and believe that it is critical to
pay it forward.
The first step towards a successful mobile
strategy is to have a mobile-friendly pres-
ence on Web.
GoMo is a global initiative that my team
and I developed to help businesses of all
sizes create mobile Web sites, and since
launching we have helped hundreds of
thousands of businesses go mobile. I am
especially proud of the work we have done
bringing GoMo to small businesses.
Helping salons, restaurants, and even
doggy daycares set up mobile Web sites
and then hearing the stories of the posi-
tive impact on sales and store traffic is
very gratifying.

JiYoung Kim
Senior vice president of creative and new solutions
Ansible
New York
“When you have been immersed in mobile since infancy,
it is dangerous to confuse experience with knowledge”
I feel incredibly privileged to be in a po-
sition where I make my living by getting
to spend time with some of the smart-
est and most ambitious mobile minds
within brands, technology innovators
and agencies.
My career has been dedicated to mobile
for over 12 years now, but I feel every day
has been a learning opportunity.
In the last year, my role at Ansible has
been focused on pushing into new areas
of services and technologies, where suc-
cess is essentially dependent on learning
and applying emerging opportunities fast-
er than others. I could not have dreamed
up a better-suited role for myself if I tried.
your job?
The pace of change in any new media field
is incredibly exhilarating, but relentlessly
grueling. When you have been immersed
in mobile since infancy, it is dangerous to
confuse experience with knowledge.
If deep roots in fundamentals such as hu-
man insights and marketing principles are
the essential ingredients to good mobile
marketing, then the special sauce that
spurs great ideas is the constant humil-
ity that inspires new ways of looking
at the classics.
My greatest priority is continuing to evan-
gelize for mobile, and graduate it from its
own corner.
Mobile is forcing every other screen to
change too, and for every moment to be-
come digital.
For example, approaching mobile as a sub-
set of digital, or a subset of anything for
that matter, does not acknowledge how
mobile devices have irrevocably changed
the way we watch television and shop,
or the fact that there are more smart-
phones and tablets than laptops in the
United States.
The biggest priority for us at Ansible is to
demonstrate when and how mobile-led
strategies create new business value ver-
sus incremental enhancements.
As an industry – and particularly at An-
sible, I am proud to say – we are doing a
good job attracting a diverse group of tal-
ent. I have seen more women rise in their
mobile careers recently from every angle
including creative, engineering and strat-
egy. This has certainly been the case here
at Ansible, where women outnumber men
at the moment.
Personally, I believe placing greater value
on good old hard work and tenacity has
been the key for Ansible to attract not
only bright women, but also better talent
across the board.
I cannot pretend winning a Cannes Lion
this year for our Intel work was not amaz-
ing – it was – but the reality is that agen-
cies like Ansible are entrusted with our
clients’ hard-earned money to deliver
business results.
Every client relationship we have once
started as a single test project, and has
since grown into a strategic conversation
about their business, as a whole.
Each time we have earned a seat at
that table, whether it is about cars,
PCs, healthcare, software or finances,
it makes me feel like I must be doing
something right.

Sharon Knitter
Senior director of mobile
Cars.com
Chicago
“It is much more about the time, place and screen size
than about mobile”
What do you like most about your job?
The most intriguing part of the emerg-
ing mobile marketplace is trying to un-
derstand how consumer behavior will
change. How consumers use mobile has
fundamentally changed entire organiza-
tions and mandates us to reimagine value
propositions, business models and prod-
ucts. And it keeps evolving, making it a
very exciting time to be at the forefront
of mobile.
What is the biggest challenge of your
job?
Getting a clear picture of how our auto
shoppers use multiple devices and under-
standing their cross-platform behavior.
As the use of mobile devices become ubiq-
uitous among consumers, there is no lon-
ger a discreet segment of mobile users.
It is much more about the time, place
and screen size than about mobile.
How do all of these platforms work to-
gether for consumers and how can we
use that knowledge to help improve the
car-buying experience for consumers
and dealers.
What is your work priority of 2013?
We have three main priorities for mobile
for 2013.
First, we need to continue to improve our
measurement and evolve our key perfor-
mance indicators.
Second, understand the cross-device us-
age of our consumers.
Lastly, we need to develop more seamless
integration between our desktop and mo-
bile products.
Each of these goals is multilayered and in-
volves a variety of products and divisions
within the company. We need to make
sure that we are making progress on all
of these fronts and continually moving
toward a full understanding of consumers
and a full integration of products.
I do not think that mobile marketing is re-
ally very different from any other type of
marketing. Great opportunities and open
environments are always the best way to
attract bright candidates to an industry.
Perhaps seven to 10 years ago, mobile was
seen as more of a technological industry,
and those industries tend to be more male
than female.
As we see mobile continue to grow, the
opportunities for women and the attrac-
tiveness of these opportunities to women
will also grow.
What is your proudest achievement in
mobile?
I am proud that we have continued to
evolve and be at the forefront in mobile
since 2007. A successful mobile strategy
has to take a long-term approach and
continue to change and develop as devices
and consumers embrace the technology.
Being able to inspire and encourage in-
vestments in mobile and to see these in-
vestments readily adopted in the market-
place is very satisfying. And the fact that
it is paying off in audience expansion and
in our value proposition is terrific.

Christina Koshzow
Cofounder
Branding Brand
Pittsburgh
“Mobile is no longer a pet project for brands”
Changing the way people shop. Going to
a mall and seeing our clients everywhere.
The humbling, terrifying and exciting feel-
ing that comes with looking around the
office and realizing that all of these ri-
diculously creative and smart people are
here because they believe in something
you helped create.
your job?
Remembering names. I am terrible at it.
We hired over 60 people in the last few
months and, for a while, every time I re-
turned from a trip, the office looked dif-
ferent.
We are constantly growing, changing
seating arrangements, and knocking down
walls. This place is a living, moving, work
in progress.
All eyes are on us in 2013.
Mobile is no longer a pet project for
brands. When done right, it produces real
dollars and better experiences.
Branding Brand has never lost a client,
and I want to make sure it stays that way.
Our culture, passion and expertise has to
translate into every aspect of our business.
Mobile changed the rules. The more wom-
en, and smart people in general, that re-
alize that this is uncharted territory, the
better.
We have a chance to be pioneers in a
space that will forever change our expec-
tations and interactions.
Sept. 5, 2009: launching our first mobile
site, Dick’s Sporting Goods, on the Cowboy
Stadium jumbotron.
That day, we became a mobile company.

Alia Lamborghini
Vice president of sales
Millennial Media
Atlanta
“I like to work with advertisers to look at their business
through a mobile lens”
Two words: frenetic pace. There is so much
room to innovate in mobile. Nothing is
ever the same from one day to the next.
Consumers are literally waiting on the
advertisers to catch up with them – it is
a pretty unique position to be in. I work
with such a smart crew at Millennial.
All true mobile geniuses. It is fun to be
surrounded and encouraged by people
like that.
your job?
I love the dynamic environment of mo-
bile advertising, but it is a challenge,
too. Keeping up with the rapidly chang-
ing consumer technology – software and
hardware – is crucial to staying relevant.
2013 is going to be the year that I will
be able to explain to my parents precisely
what I do for a living. And they are go-
ing to get it too, because they are now
officially up-and-running with multiple
devices and they are using all the popular
apps we work with at Millennial.
My work priority is to constantly push
the limits for what is possible in mobile
marketing, and provide a better advertis-
ing platform for our clients at Millennial,
with richer and more engaging creative
and stronger backend analytics and data.
The speed with which we are moving in
the mobile industry is a great leveling fac-
tor that transcends gender.
There is no old boys’ club, because the en-
tire industry is still fairly young.
As word gets out about how big the pos-
sibilities are in mobile marketing, we will
see more women attracted to the space.
My proudest achievements in mobile hap-
pen every time I can help change an ad-
vertiser’s way of thinking.
I like to work with advertisers to look at
their business through a mobile lens.
Mobile is different from online display –
we are using the medium differently. We
interact with our devices very differently
than we do with our computers, we snug-
gle next to them at night.
Mobile is first in the eyes of the consum-
ers, so when I can help an advertiser un-
derstand how inherently personal mobile
is and they then build an experience or an
ad campaign for that level of personal in-
teraction, then I am most proud.

Kathy Leake
President and cofounder
LocalResponse
New York
“There is nothing tougher than taking something that is just
an idea in a PowerPoint and turning it into a real business”
The ability to innovate in a growing field.
I get a lot of satisfaction from inventing
new methods of targeting and putting
them on the map in the ad ecosystem.
Also, taking a company from ideation
stage and turning it into a revenue-gener-
ating business is really rewarding for me.
your job?
All of the above. There is nothing tougher
than taking something that is just an idea
in a PowerPoint and turning it into a real
business. Creating demand for something
that never existed before, in the ad indus-
try, is a nearly impossible task. Since this
is my second time doing that, I guess I am
a masochist.
Taking the company to the next level. We
need to continue our trajectory aggres-
sively in 2013. And by that I mean, at a
minimum, doubling revenue and demand
This probably applies to both women and
men, but seeing mobile ad spend increase
in alignment with consumer adoption and
usage will attract more to our field. Once
this happens, it will truly be a greenfield
opportunity for everyone.
There is also an opportunity for women to
snag new jobs at a Fortune 500 brand, as
the creation of the head of mobile posi-
tion is on the rise.
The fact that Local Response has been
able to help marketers capitalize on real
time intent-based data, helping them
reach consumers at the point of decision
on their mobile phone. It is a huge and
growing opportunity for marketers.

Sara MacQueen
Founder
BigFish Media
Saint John, New Brunswick, Canada
“I consider mobile marketing to be more about
marketing and customer experience than technology”
So many things. As a marketing and cus-
tomer experience consultant I am able
to work directly with my clients, solve
problems, be creative and see the results
we achieve.
There is a lot of variety involved in what
I do. Helping people achieve their desired
outcomes is incredibly rewarding.
What is the biggest challenge in your
job?
As a consultant my job is broad, but with
respect to mobile the biggest challenge
is education.
When considering mobile consumers as
part of an overall marketing strategy it
can be a challenge to get the decision
makers to the point of yes.
Mobile is sometimes misunderstood and
tagged as unproven. In Atlantic Canada I
have also noticed a tendency to underes-
timate consumer demand.
The education point is that many com-
panies and brands are proving mobile to
be an important aspect of their market-
ing strategy, and consumer demand is very
high. I share these stories, stats and news
articles any chance I have.
Connecting with more companies that
need help creating a marketing or cus-
tomer experience strategy, and measuring
their results. Staying on top of my indus-
try is always important.
The more I know, the more I can share
and help.
Mobile marketing tends to get lumped
into the technology category, which hap-
pens to be an industry that attracts more
men than women.
The truth is, unless you are a developer,
I consider mobile marketing to be more
about marketing and customer experience
than technology.
We either need to focus on the diverse
opportunities under the mobile umbrella,
or ask “How can we get more women
into technology?”
Being invited into meetings with national
companies that want mobile on the table,
but are not sure where to start or what it
would mean for them.
I love the role as an educator and the
opportunity to help companies explore
new territory.
Being chosen as one of the 25 Mobile
Women to Watch is a very proud moment.
This publication shines a spotlight on
the industry and the work we all do.
Thank you.

Johnna Marcus
Director for mobile and digital store marketing
Sephora
San Francisco
“This is still the Wild West of mobile commerce”
One of the things that I like most about
my job is the fact that mobile is moving
so quickly and no one has it all figured out
yet. However mobile cannot just be the
place for new, cool stuff – it has to be a
cohesive part of the customer experience.
In my job, what I love most is marrying
the fast-moving technical capabilities
of mobile with Sephora’s cross-channel
marketing capabilities and our customers’
needs. The result is that our customers use
mobile for shopping, but also as an as-
sistant in store. For example, a customer
might go to m.sephora.com to quickly re-
order her favorite mascara. She might use
Sephora to Go for iPhone in-store to scan
a product to research ingredients and to
read ratings and reviews. Furthermore,
she may reference her past purchas-
es to recall what shade of foundation
she prefers.
your job?
My biggest challenge is one of the things
that I also love about mobile – it moves
so fast. It is critical for me to spend time
talking to Sephora customers and employ-
ees, researching trends and technology
capabilities and then trying to make the
best bets on what to do next.
This is still the Wild West of mobile com-
merce. There are big unknowns that we re-
tailers, consumers and mobile developers
are all going to figure out together: mo-
bile Web versus apps, mobile and cloud-
based payments, device form factors and
usage scenarios and showrooming versus
mobile as a loyalty-driver in stores.
Sephora’s priority for 2013 is to continue
to evolve our mobile capabilities to en-
hance our client experience, including ar-
eas like Passbook, mobile gifts, our apps
and more. It is going to be a great year for
mobile innovation at Sephora.
Women have always been early adopters
of technology, especially when it is social
and relevant to their everyday lives. And
mobile is often the primary tool that she
uses to engage with social media, engage
with brands and shop online, and to man-
age her day.
Sephora’s iPhone and iPad apps have more
than 2.5 million downloads and over 50
percent of emails are opened on mobile
devices. More than 300,000 Beauty Insid-
ers have added their card to Passbook in
just two months.
On Facebook, Sephora has 4.4 million fans
who engage with Sephora to get the lat-
est trends, product information and fan-
exclusives such as “Fan Friday” exclusives.
In April, we were early adopters of Pin-
terest with “Pin It” buttons on all product
pages and actively-curated boards. This
holiday we launched the ultimate wish
list. Users pin their favorite items and the
winner actually gets what is on their list.
I believe this wide-scale adoption of mo-
bile makes mobile marketing relevant
for all marketers and the mobile im-
pacts should be considered as part of all
marketing planning.
Mobile at Sephora has grown year-over-
year. We were the first beauty retailer to
launch a mobile site in 2010, followed
closely by Sephora to Go for iPhone in
the same year. In 2011, we launched an
iPad app in conjunction with the iPad 2,
maximizing many of the native features
of the device to create a unique tablet
shopping experience.
Since then our appetite has grown, along
with our clients, expanding our Sephora
.com functionality, including a full Web
site relaunch in April 2012 and launching
new platforms such as Pinterest.

Lisa Mitnick
Managing director
Accenture Mobility
Arlington, VA
“Very often, mobile activities are highly decentralized with
no clear decision-making processes, standards or policies“
Working with clients and helping them to
use mobile technology to transform their
business, whether it be creating new rev-
enue streams, improving customer service,
increasing workforce productivity or low-
ering cost by leveraging the mobile chan-
nel, provides me the most satisfaction.
For example, I have had the opportunity
to work on mobile sales force enablement
engagements with life sciences compa-
nies to help them significantly improve
sales productivity and improve their de-
tailing process with physicians.
I have also had the opportunity to work
with companies to implement new re-
mote health monitoring programs to drive
improved health outcomes and patient/
member engagement. And I have sup-
ported government clients roll-out mo-
bile workforce management solutions
that have improved the productivity of
employees through redesigning work pro-
cesses and delivering mobile apps that
improve activities like collaboration, busi-
ness intelligence and human resources
functions, as well as field service ac-
tivities such as scheduling, dispatch and
case management.
your job?
My biggest challenge is perhaps my
biggest opportunity: educating my cli-
ents and the market on the tremendous
breakthrough potential mobility holds
for businesses. While mobility is taking
off in many dramatic ways, most com-
panies are still at an early stage in their
journey and may have a narrow view
of mobility.
My job, and that of all mobility lead-
ers, is to educate our clients on the art
of the possible and help them think be-
yond basic mobile enablement. Very often,
mobile activities are highly decentralized
with no clear decision-making processes,
standards or policies. Many organizations
are starting to implement mobile device
management in response to employee de-
mands to bring their own device to work
or have built mobile apps that duplicate
functionality of their Web portals.
To continue educating the market on mo-
bility and helping clients implement win-
ning solutions that differentiate them in
the marketplace to delight their custom-
ers and employees. The consumerization
of IT is pushing chief marketing officers to
adopt user-friendly mobile applications to
support access anywhere, anytime, from
any device.
I think having more women’s forums about
mobility to share our stories is one way to
attract more women to mobility. GSMA,
for example, sponsored the “Celebrate
Women in Mobile” event in New York last
year that I participated in that attracted
a wide range of female businesspeople
from across corporations and nonprofits,
as well as entrepreneurs and students.
We need to be talking about mobile tech-
nology in the classroom both at the uni-
versity level and at the MBA level. Your
profiling of women in mobility will also
attract women to the field by highlighting
successes and opportunities in this impor-
tant technology growth field.
Making mobility accessible to the busi-
ness person looking to transform busi-
ness processes, change how they deliver
their products and services and create
new business models that result in new
revenue streams is what excites and mo-
tivates me. Therefore, I am proud of the
research and leadership I have led here at
Accenture to advance the understanding
of mobility for lay people.

Marie Ng
Vice president of client solutions and innovation
Millward Brown
New York
“Move fast/fail fast, done is better than perfect”
I am a bit of a tech geek. I love that my job,
which consists of leading the idea devel-
opment, execution and adoption of new
mobile research solutions for Millward
Brown, enables me to be at the forefront
of mobile technology and also pushes me
to use that technology in creative ways to
better understand consumers and brands.
your job?
The challenge with innovation is remain-
ing extremely focused and not being
tempted by all the shiny objects. In addi-
tion, I generally try to stick to a few guid-
ing principles: move fast/fail fast, done is
better than perfect, be bold and ensure to
connect the dots with existing solutions
– building an ecosystem of solutions,
not standalone.
Last but not least, leverage other people’s
knowledge and expertise. There are always
people who are smarter than you.
Working together with marketers on ways
we can use mobile research to better un-
derstand the relationship their consumers
have with brands. To do this successfully is
to leverage both the intimate nature mo-
bile has with consumers – it is with them
at all times, allowing us to capture data
in the moment – and the core functional-
ity of the device: taking photos, obtaining
location-based data.
It is not necessarily about transforming
traditional research methodologies into
mobile research, it is about diversify-
ing the type of insight clients have ac-
cess to given the unique benefits mobile
can bring.
When people talk about technology there
is often a tendency, among both men and
women, to tense up.
There is a fear that it is new and we might
not understand it. However it is really just
like anything else.
We need to understand the advantage it
brings, its limitations and how to apply it
in the context of what we are doing.
Regarding mobile, we actually should
have a better chance of understanding, as
we all have hands-on experience with it.
I am proud to lead a fantastic team that is
developing a new research solution using
a mobile app to capture how consumers
experience brands.
Brands invest heavily in positioning, cre-
ative campaigns and smart media place-
ment, but if the brand experience does
not live up to expectations, it can undo
all that good in an instant. It is critical to
measure the consumer experience.
I am also proud to have owned more than
30 mobile phones to date, and my mobile
email signature now reads, “Sent from one
of my mobiles.”

Lisa Peterson
Director of mobile solutions and business development
Neustar
Sterling, VA
“I have often felt that I have been on a very long roller
coaster ride in this space”
What I love about my job is the opportu-
nity to have a holistic view of the mobile
landscape and the ability to engage with
companies that are providing innova-
tive, leading-edge solutions. Neustar has
a unique position as a trusted, neutral
partner to the mobile industry, providing
services that enable interoperability, that
are absolutely critical to the industry’s in-
frastructure. Because of this role, we serve
participants across the mobile ecosystem
– operators, application providers, cam-
paign managers, messaging aggregators,
social networks and advertisers, so this
really allows me to keep a good pulse on
the market movements.
On a more personal note, I guess, it re-
ally comes down to the people that I have
had a chance to interact with and build
relationships with. I know I am a bit bi-
ased, but I think this industry must have
the smartest, brightest, hardest working,
most ambitious and most persistent – a
must in this industry – personalities. And,
generally, they know how to have a really
good time.
your job?
The biggest challenge in my job is making
the right bet on where to invest time and
resources – of which there is never enough
– when it comes to mobile. Mobile is, of
course, very broad and there are many
areas where we can leverage our existing
capabilities to drive new solutions for the
mobile market. So the most difficult part
is focusing in on which of these areas we
can be the most successful.
While the hockey-stick growth in revenue
that mobile is already showing in market-
ing and advertising, commerce and apps
certainly has our attention, there is also
more unpredictability in this area com-
pared to other lines of business, so we
need to balance that. I have often felt that
I have been on a very long roller coast-
er ride in this space, but I like the thrill,
which is why I am here.
As I mentioned, my charter is to bring
new solutions related to our commer-
cial insights and analytics services to the
mobile marketplace that I believe will
drive new revenue opportunities for the
industry, as a whole. This will help Neus-
tar move forward to achieve the promise
of mobile to be an unmatched medium
for marketing.
Actually, judging from recent events,
I think there is a growing number of
women coming into this space already.
Also, associations such as Women In
Wireless are doing great at outreach
and engaging all of us so we can get to-
gether to share ideas, establish new part-
nerships with companies and generate new
business opportunities.
For many years, my main focus was on
GPS, telematics and mobile location-
based services. I was one of a handful of
women at these events, which early on
were dominated by the navigation com-
panies, automotive, fleet management,
logistics and vehicle-tracking companies.
As these capabilities moved to the phones,
this opened up new opportunities for lo-
cation-based content and applications for
consumers, which started to draw in some
more women, but for the most part we
were pretty outnumbered.
Well, this honor is not bad. But, aside from
this, it is hard to name any one achieve-
ment. Looking back to my days at Nextel,
when I had the opportunity to pioneer
mobile location-based services portfolio
and bring game-changing solutions to the
mobile phone, like GPS navigation.

Jill Renslow
Vice president of business development and marketing
Mall of America
Bloomington, MN
“My biggest challenge is working in one of America’s largest
malls and never having time to shop”
I thoroughly enjoy the talented people
within various departments that I work
with every day. The innovative minds
and dedication our team exhibits makes
for an amazing work environment at
Mall of America.
I also have the opportunity to work hand-
in-hand with hundreds of successful
brands in the retail and entertainment in-
dustry. Working in business development,
I am encouraged to forge unique partner-
ships and brand alliances to create inno-
vative guest experiences.
With technology at the forefront of con-
sumer experiences and with the speed of
innovation, we no longer have to wait
years for exciting change but have the
opportunity to discover new ideas around
every corner. It is thrilling to work for an
ownership group and marketing organiza-
tion that supports creative thinking and
innovative teamwork.
your job?
My biggest challenge is working in one of
America’s largest malls and never having
time to shop.
Honestly, a challenge in my job, as is for
many working moms, is to manage the
time with family, staying connected with
friends and remaining on top of our ca-
reers. Thankfully, mobile devices have
connected us 24/7, allowing us to multi-
task anytime and anywhere.
Also, it is an ongoing challenge to stay
on top of the technology and consumer
trends to remain relevant for our custom-
ers. As a marketing team, we need to stay
focused on our goals and to not be easily
swayed by new shiny objects. But when
opportunities present themselves and
they align with the overall strategic plan,
you need to be willing to take risks to
stay on top.
In 2013, we will continue to develop our
communication strategy using multiple
digital channels including mobile Web,
apps, SMS and social media, in addition
to traditional media. We will have specific
focus in our entertainment properties,
including Nickelodeon Universe amuse-
ment park and 14-screen digital movie
theatres, to roll-out mobile platforms that
deliver custom experiences providing our
guests convenience, personalization and
sense of community.
As a destination for retail and entertain-
ment, we will continue to add value to the
on-site guest experience. We will encour-
age our 520-plus retailers to train em-
ployees to be more knowledgeable about
omni-channel retailing and to engage
with tech-savvy customers to manage
showrooming to close sales in the store.
Working in the retail industry, it is obvi-
ous that mobile is and will continue to
be a major player in researching, buy-
ing and interacting with merchandise in
store and online. With so many women
in retail professions, they will natural-
ly have more exposure to the impact of
mobile opportunities.
I am most proud that our team has spent
significant time developing a strategic
communication roadmap for 2013 with
mobile as the primary driving force. Wel-
coming over 40 million annual visitors,
we are challenged to provide a variety of
communication channels delivering guest
service to a diverse audience. The person-
ality of our brand and immediacy of re-
sponse is very important. Our team does a
great job staying focused on our plan and
what is best for our guests.

Janet Roberts
Chief marketing officer
Syniverse
Tampa, FL
“The mobile experience is relentlessly migrating to a
market-of-one experience”
I love working in a truly global industry
where the pace of innovation is unparal-
leled and end-user demand is insatiable.
The products and services provided and
enabled by the mobile ecosystem have
fundamentally changed the way people
around the world interact with one an-
other, conduct business together and en-
rich their lives.
job?
The biggest challenge is keeping a finger
on the pulse of mercurial market forces
– new market entrants, a rapidly growing
ecosystem, disruptive technologies, new
regulations and changing end-user de-
mands. At Syniverse, we sit in the middle
of the mobile ecosystem and it’s our job
to eliminate technology barriers, connect
what is disparate, simplify complexity, and
help our customers mine market intelli-
gence to consistently provide a superior
end-user experience that is customized to
individual needs.
While we are strictly a B2B company, we
need to better understand end-users’ de-
mands around the globe, so we can assist
mobile service providers of all shapes and
sizes – operators, app providers, Internet
service providers, big brands and every-
one else – in providing a consistent, high-
quality experience on any mobile device,
from any location. The mobile experience
is relentlessly migrating to a market-of-
one experience through which individual
users expect a highly personalized expe-
rience where their personal interactions
and business transactions are tailored to
individual needs.
In 2013, our marketing efforts will cen-
ter on communicating to our audiences
that the advanced intelligence and loca-
tion tools exist today to address millions
of markets-of-one, and Syniverse is the
company that makes it all possible.
With increasing levels of always-on con-
nectivity driven by new technology and
social networking trends, it is difficult to
distinguish between traditional and mo-
bile marketing – they are increasingly one
and the same.
Mobile is a dynamic industry that needs
the best and brightest marketing minds.
I think young women entering the work-
force are looking for opportunities where
individuals can make a real impact, where
creativity and talent are celebrated, where
a global mindset is required, and where
industry growth fosters opportunities for
personal growth and advancement. In a
nutshell: that is mobile.
At the time I joined Syniverse six years
ago, we were largely focused on provid-
ing roaming solutions for North American
mobile operators. Today, we have diversi-
fied our customer base and serve every
form of mobile service provider that has
emerged in every corner of the globe with
a unique combination of interoperability
solutions that include real-time intelli-
gence, Wi-Fi, LTE, messaging and roaming.
We have grown to more than 900 custom-
ers in 160-plus countries worldwide, re-
sulting in more than 100 percent revenue
growth in five years (2007 to 2012). This
growth was achieved through focus on
customer service and carefully curated ac-
quisitions, underpinned by a commitment
to establishing local operations globally
that are led and staffed by local experts.
It has been my privilege to support this
transformation through strategies that
assess market opportunities, build brand
awareness, and support sales to a myriad
of new markets and segments.

Marla Schimke
Vice president of marketing
Zumobi
Seattle
“Helping advertisers and publishers think beyond the mobile
banner is both my biggest challenge and greatest opportunity”
The amazingly talented people across our
rapidly growing mobile industry inspire
me daily. From the extraordinary Zumobi
team to the pioneering brands, agencies
and publishers that we partner with, I am
honored to be working with the brightest
in the business.
Being on the cutting edge of mobile ad-
vertising innovation brings exciting op-
portunities and new ways to challenge
the norm to delight and engage people
on mobile.
your job?
Helping advertisers and publishers think
beyond the mobile banner is both my
biggest challenge and greatest oppor-
tunity. For far too long, our industry has
been trapped in a standard 320x50 box,
but with the rise of rich media and native
advertising capabilities, new opportunities
are evolving.
Through our Zumobi Brand Integration
platform we are showing brands how to
build a deeper connection with consum-
ers by leveraging the unique capabilities
of mobile devices. With ZBi, we are not
just thinking outside the box, we are en-
couraging people to look inside the box,
shake the box, create entirely new ways
to construct the box, and most of all have
fun with the box.
Evangelizing how brands can leverage the
amazing advertising experiences crafted
through native ad integration on mobile
and connected devices will be a promi-
nent focus for me in 2013.
I feel that as an industry, we are just now
diving deeper into the real potential of
mobile advertising and I believe that in
the next year we will begin to see brands
evolve from simply executing a mobile
strategy to truly optimizing the mobile
experience.
I feel that educating and mentoring
women throughout their careers will be
a key factor. Many of our industry lead-
ers are drawn to emerging markets, and
as the mobile marketplace begins to ma-
ture into a mainstream platform, it will be
critical to keep talented women engaged
through mentorships.
We also need to help the younger, mil-
lennial generation understand what mo-
bile advertising career options are avail-
able and empower these young women
to succeed.
Launching ZBi was a tremendous experi-
ence and seeing it used by American Ex-
press to increase consumer engagement
really brought our vision to life.
I am grateful to be a part of such an in-
credible team that helps brands leverage
the mobile platform like never before.
I am also proud to work at a company that
supports my values.
Just recently, we worked with the Ameri-
can Red Cross to enable some of the
first mobile campaigns to benefit Super-
storm Sandy relief efforts. It was so im-
pressive how quickly the Zumobi team
and our partners dropped everything to
help those in need. I am thrilled to say
that Zumobi has run more than 20 mil-
lion relief ads in partnership with our
amazing publishers.

Kim Siler
Mobile brand strategist for global connections
Coca-Cola
Atlanta
“We want to use the phone in one hand to put a Coke in
the other”
More than like my job, I love my job. It is
a deep passion. At Coke, I have been given
the challenge to push the boundaries of
what is possible or expected across many
functional areas of the business. That
means everyday there is something new to
learn, a new opportunity to do what I love.
your job?
The biggest challenge is balancing the
external and the internal. For consumer
experience, the challenge is weaving to-
gether a myriad of connection points —
many not even on mobile devices — into
an authentic and larger story.
Internally, the intersection of the scale of
mobile with the scale of Coca-Cola pres-
ents its own, but not unexpected, chal-
lenges. Getting both right is critical.
For 2013, we remain focused on the op-
portunities mobile presents to growing
Coca-Cola’s business.
Building upon the learning from the 2012
Summer Olympic Games so that FIFA
World Cup and 2014 is even better is one
example. We will need to make sure we
are executing brilliantly on the basics.
In the end, it is simple: we want to use
the phone in one hand to put a Coke in
the other.
I have been a minority in this business
for over 10 years now and I have to hon-
estly ask, what is stopping women from
being attracted to mobile marketing? I
believe we hold our own destiny and in
that the only barrier I see is ourselves. If
you want it bad enough, you can do it,
man or woman.
I do have a bit of a caveat, though. I could
not do what I am going without the un-
ending support of my husband and family.
I believe they are the ones that have made
the ultimate sacrifice.
Without a doubt being able to say I was
the mobile expert on a core team that
defined the strategy, managed the de-
velopment and ultimately implemented a
successful and unique global digital cam-
paign for The Coca-Cola Co. and the Lon-
don 2012 Olympic Games.
A program that did not just activate a
mobile piece but integrated mobile as a
foundation into a program that has al-
ready been awarded a Bronze Lion for the
mobile strategy at Cannes and three Mo-
bile Marketing Association SM2 Smarties,
including 2012 Best in Show.
An amazing journey that has given me
experience and learnings in areas I would
have never dreamed.

Mollie Spilman
Executive vice president and chief marketing officer
Millennial Media
Baltimore, MD
“I see smart, motivated and successful women in mobile
every day”
Mobile is the fastest growing and most
dynamic market in digital media, and I
feel extremely fortunate to have a first-
hand view.
Every day, I have an opportunity to learn
new things about companies, consumers
and technology, and that makes coming to
work exciting.
your job?
While mobile has made tremendous
strides over the last few years, there is still
a need for market education.
Brands and agencies have certainly moved
beyond the experimental phase, but there
is still a need to continue to help them
understand the power of this medium so
that they can take advantage of all the
opportunities that mobile presents.
My top priority is to evangelize and ac-
celerate the opportunities that ex-
ist for mobile overall, and Millennial
Media, specifically.
Millennial Media’s unique view into how
various sets of data, most importantly lo-
cation, interact is enabling our platform
to deliver new products and insights for
advertisers and developers.
My job is to make sure that our advertiser,
agency and developer partners are aware
of what we are bringing to market and
how they can leverage our platform to
drive their business.
To be honest, I think that women are
already here. I see smart, motivated
and successful women in mobile ev-
ery day, and I expect that to continue in
the future.
When I came to Millennial Media, one of
my immediate priorities was helping the
team articulate why our data asset is so
critical to powering our mobile audience
solutions, and why that is incredibly im-
portant to marketers and agencies. Since
then, it has been really gratifying to see
brands use this uniquely mobile offering
to drive results.

Catherine Tabor
CEO
Sparkfly
Atlanta
“Women helping other women, I think that is a great place
to start”
We are solving a very real problem in
the marketplace.
Truly understanding the return on in-
vestment of marketing and advertising is
something that has never been possible.
Sparkfly can track the entire ecosystem
of an item-specific digital promotion
from the moment that promo-
tion is clicked all the way through to
real-time redemption at the point-of-sale.
The results can then be tracked back to
both an individual consumer and the
specific marketing channel that was
used, such as mobile ads, social media,
third-party apps, email and QR codes.
your job?
Convincing retailers that our solu-
tion is easy to implement is definitely
my biggest challenge. The concept of
integration at the physical point of
sale has historically been complex.
Sparkfly spent years developing a high-
ly scalable and secure platform and
we have integrated with most of the
leading point-of-sale companies. We
can now offer an extremely low-impact
solution with very short lead times in
most cases.
It is also a challenge to get the attention
of retailers considering all of the mobile
opportunities they are exploring. However
once we do get in front of them they are
amazed at how simple our platform is to
turn on and what it can deliver.
My hope is that they begin to realize that
we can enable them to understand the
success rates of all their digital programs.
Deployment is our number one priority for
next year. We have deep partnerships with
enterprise point of sale, manufacturer and
digital marketing channels and are now
laser-focused on rolling out our platform
at retailers.
My goal is to have CMOs saying, “We are
not going to run any digital promotions
unless we can track their return on invest-
ment.” That is the capability we bring to
the table. It just makes so much sense.
I think it is already happening. I live in At-
lanta and there are a number of women
involved in mobile marketing. We are in-
cubating another mobile application com-
pany here at Sparkfly lead by a woman.
Women helping other women, I think that
is a great place to start.
It has to be our campaign with Coke, Mil-
lennial Media and Auntie Anne’s pretzels
this past summer.
Sparkfly proved, for the first time, that an
item-specific mobile advertisement could
be tracked in real-time through a mer-
chant point of sale and attributed back
to an individual consumer and a specific
advertising channel. The setup and activa-
tion was quick and easy, and the program
ran flawlessly.
Oh, and we got some great coverage in
Mobile Marketer.

Michele Tobin
Head of advertising for North America
Rovio Entertainment
Santa Monica, CA
“Anyone who knows me knows that I am the biggest
customer advocate around”
I work at a well-known global brand, with
a world-class team. Rovio is a trailblazer
in the world of mobile entertainment, and
I love that I am able to help define and
execute the advertising strategy for one of
the fastest-growing entertainment brands
in the world.
your job?
We have a massive, highly-engaged audi-
ence across connected devices globally, as
our Angry Birds and Bad Piggies games are
dominant across the app stores.
In addition to this incredible penetration,
we have a schedule of new launches and
updates planned for this year, including a
new animated series.
I need to ensure we are clearly articulat-
ing the reach and engagement opportu-
nities with the right brands, in a timely
manner. It is a great challenge to have.
My priority for 2013 is to continue to
build an exceptional, industry-leading di-
rect sales force for Rovio in North Amer-
ica, and to develop even more innovative
ad products to offer to our client partners.
In the over 10 years I have been work-
ing in mobile, I have seen a huge increase
in the number of women coming into
the industry.
There are a number of talented, dynamic
women in mobile now that serve as great
role models to younger women looking to
make a career in this industry.
Continued outreach by these senior wom-
en, and men, in this industry to the bright
rising stars is critical.
Anyone who knows me knows that I am
the biggest customer advocate around.
I demand excellence for my clients and I
am thrilled to be at Rovio, which ensures
that the consumer and brand experiences
are symbiotic.
This mutually beneficial relationship un-
derscores that mobile advertising and
positive consumer experiences do not
have to be mutually exclusive.

Amy Vale
Vice president of global research and strategic communications
Mojiva
New York
“Brands and agencies need proof points to justify
spending money in mobile”
I love the diversity of my role. My day-to-
day activities can range from developing
industry initiatives with our trade organi-
zations, to brainstorming marketing ideas
with my team, to delivering a presenta-
tion to a group of publishers or advertis-
ers, to writing a policy for internal com-
munications, to art directing a print ad, to
researching the end-user perceptions of
mobile advertising or developing strate-
gies for clients. The variation in my role on
any given day is what keeps me coming
back for more.
job?
I would say the speed in which the mobile
industry evolves can be a challenge, sim-
ply from a planning and strategy perspec-
tive. However, in saying that, I also see
that as a positive. Being nimble and re-
sponsive to change is just as important to
me as having a strong strategy with which
to go to market. The speed at which things
evolve and change is exciting because the
opportunity is almost unlimited.
Education. Brands and agencies need
proof points to justify spending money in
mobile. Unfortunately, unless they actu-
ally spend the money to get the results, it
is going to be tricky for partners to supply
that proof.
My efforts in 2013 will be focused on pro-
viding as much data as possible to fuel
brand and agency spend from an end-user
perspective, instead of simply from a cam-
paign-related one.
I will also spend time helping brands and
agencies connect the dots when it comes
to layering mobile onto all of the other
media channels they purchase, looking at
how mobile can play an integral role in
leveraging an online, TV or radio buy be-
yond the 720x90 leaderboard or 30-sec-
ond spot.
I think more of the women who are cur-
rently in mobile could be more vocal
about the work that they are doing. There
are some incredibly smart women in this
industry who are moving the space for-
ward, many of whom I am very fortunate
to work with on a day-to-day basis.
Joining mobile-focused groups, such as
Women in Wireless, where you can voice
opinions on the industry, or here in New
York City by being a part of AWNY (Adver-
tising Women of New York), and bringing
mobile to the broader conversation is key.
Starting a blog or tweeting about opinions
in the industry is also important to attract
more women to mobile marketing.
Being recognized as a Woman to Watch is
a very proud mobile moment for me. Being
recognized by my peers is something that
continuously pushes me to do better work
and always keep ahead of the curve.
Aside from that, I would say developing
research programs and workshops for
Mojiva that have helped many agencies,
brands and publishers understand how a
consumer views mobile advertising has
been a big accomplishment.
I strongly believe that data and educa-
tion is providing more clarity in mobile
and why it is such an essential part of
the marketing mix. I definitely wouldn’t
have been able to produce these types of
programs without the support of my CEO,
Dave Gwozdz, or the help of my team who
come to work every day willing and able
to move mountains in order to make these
big ideas a reality.

Sienne Veit
Head of mobile
Morrisons
Peterborough, England, Britain
“Mobile will be the glue between our online and offline
channels”
Morrisons presents a great opportunity to
develop mobile as part of a truly multi-
channel retail experience from the start
with a commitment to providing custom-
ers the opportunity to shop when they
want, how they want, where they want
and to move seamlessly from channel to
channel or device to device.
We have recruited a great team of people
who are experts in their fields, all work-
ing to build the best technical foundation
capable of delivering great customer ex-
periences on Web, mobile and in stores.
What supports our technical foundation is
that Morrisons is the only retailer in the
U.K. which directly owns its entire supply
chain, from field to fork.
This means we have more visibility and
data about the provenance of each and
every product we sell than most other re-
tailers, which is a real asset when creating
great shopping experiences for customers
who really care about fresh ingredients
and great value.
your job?
Delivering a great multichannel experi-
ence on mobile that is also beautiful and
easy to use is an enormous challenge. I
am passionate about providing customer
journeys that are fast and functional, but
that also make shopping delightful.
Mobile devices are the key tools in the
lives of busy mums and dads, but they
are also much loved devices that pro-
vide the opportunity to create a personal
connection with those customers on the
device that is always with them and al-
ways on. The challenge of combining bril-
liant technology and great design is one I
really relish.
My priority for 2013 is to deliver the foun-
dation mobile technology and customer
experience to grow Morrisons’ online
shopping presence and to do so in a way
that offers future flexibility and a great
customer experience.
Mobile will be the glue between our on-
line and offline channels and is the perfect
tool to help drive forward a single view
of our customers so we can communicate
with them more effectively and offer them
great value every day. We are also looking
at how we can incorporate mobile pay-
ments and wallets to provide our custom-
ers with new ways to shop on the go.
I have found that there are many women
in the creative side of mobile marketing,
but hardly any within mobile develop-
ment. I think we need to address this and
actively train and recruit women to cre-
ate more balanced teams to deliver mobile
applications, which in many cases may be
primarily targeted at women.
This needs to start early on. I believe that
schools should incorporate program-
ming languages throughout the cur-
riculum from primary school onwards,
both to foster the skills to innovate and
build and also to break down the percep-
tion that development is for geeks or the
mathematically inclined.
Great coding is creative, fun, challenging
and provides a rewarding way to make a
real difference in people’s daily lives.
It is not often that you can say that you
helped two of the U.K.’s oldest, largest
and most respected retailers to go mo-
bile, but I can. I am lucky to have worked
with great teams to launch the U.K. high
street’s first transactional mobile Web site
for Marks & Spencer and, more recently,
Morrisons’ very first transactional mobile
site for Morrisons Cellar.

Jade Watts
Vice president and group digital media director
mediahub/Mullen
Boston
“Without the accountability that other mediums bring,
mobile is often left as last priority”
I love that every day I get to be part of a
team with a shared mission of conceiving
innovative ideas and delivering results for
our clients.
Mediahub/Mullen celebrates ideas. We
are committed to creative media, with the
opportunity to shape culture and conver-
sations. Mobile plays a critical part in all
of this for us.
The opportunity I have before me to be the
mobile voice of mediahub/Mullen and the
potential to make a difference in mobile
2013 is exciting and inspires me to con-
tinually learn, collaborate and create.
your job?
The biggest challenge in my job related
to mobile has always been demonstrat-
ing mobile’s importance in the marketing
mix. Without the accountability that oth-
er mediums bring, mobile is often left as
last priority.
I think as mobile evolves and consum-
ers mobile usage continues to grow,
there is a real opportunity for advertis-
ers and agencies alike to exploit this me-
dium and finally give it its fair turn in the
marketing mix.
First and foremost in 2013, my priority re-
mains much of the same as prior years:
being a mobile evangelist for mediahub/
Mullen and our clients.
Second is working with the teams at me-
diahub to develop innovative strategies
and tactics that drive successful mobile
marketing campaigns.
Lastly, I want to work in partnership with
analytics to drive mobile measurement for
our clients. Until we can truly figure out
this piece of the puzzle, mobile will con-
tinue to be under-utilized in our industry.
As mobile continues to gain traction and
importance in our media worlds, more
women will naturally be attracted to
this medium.
In the meantime, I think it is lists such
as this that help to foster admiration for
women in leadership roles and bring rec-
ognition to this growing medium.
I also think it is critical for women al-
ready in leadership roles to act as mentors
and coaches and inspire those around us.
We need to foster an environment where
women can connect, learn, share and in-
spire each other.
The successful women will be those that
challenge the norms and fearlessly push
the limits of mobile.
As a mobile evangelist, I am honored and
humbled to be nominated to Mobile Mar-
keter’s Women to Watch list.
However, I think my proudest moments
are centered on taking clients who have
either not considered mobile in the past or
who have shied away from mobile due to
misconceived perceptions to making mo-
bile a critical part of their marketing mix.
We have all worked tirelessly educating
our communities and it is great to be rec-
ognized for this, but equally as great to
see clients’ mobile spend grow as part of
our efforts.

Mobile women to watch for 2013

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