At Setup we believe in the power of uplifting others and sharing their stories. Our women in marketing series highlights stories from impressive leaders in different industries who have overcome challenges in their field and continue to innovate and inspire others. This segment features leaders from The Bonadio Group, Bacardi, and Nuna.

Meet the leaders:

Q1: What inspired you to pursue a career in marketing?

Alhart: I started my career as a television producer for a local news station before transitioning into public relations and communications. It was then that I really became interested in segmentation and metrics for earned and owned media. I was seeing great results from my efforts in terms of media placements and reach, but I didn’t understand how that work contributed to the overall goals of the organization or how its impact could be measured. I knew very little about performance marketing but was intrigued, and that’s what prompted me to pursue my MBA and delve deeper into marketing and business analytics. 

Pisciotta: I was drawn to a career in marketing because it strikes a unique balance between creativity and analysis. Marketing allows me to combine my creative instinct with my analytical thought process to help build relevant, engaging, and memorable experiences for consumers of all backgrounds. It’s a field that challenges and fascinates me every day, as the world of consumer behaviors and desires is ever-changing. 

Freeman: I believe my inspiration to pursue a career in Marketing started when I was a little girl. I used to take the shampoo bottle and other products and make up “commercials” for each and perform them for my grandmother. When I was a teenager, I hand delivered my own Marketing materials to each house in the neighborhood to launch my babysitting business. As I was preparing for college, I never questioned that I would major in some form of Communications. I attended a Communications and Performing Arts school in Boston and I remember thinking to myself that someone will always have a product to sell, a brand to highlight, or an event to attend. The variety in creativity combined with the strategic thinking that a career in Marketing offered hit all the priority points that I hoped for in my future. One of my internships during college was with Arnold Communications shortly after they gained notoriety for the Volkswagen campaign. A few short weeks there and I was sold. 

Q2: What were pivotal moments in your career that contributed to your success?  

Alhart: In 2018, I led a company rebrand and website redesign. The process was eye opening in so many ways; it taught me the importance of corporate buy-in, demonstrating value, and being able to communicate that value to a wide audience. What level of information do they need to receive? How much is too much? And how do you break down the benefits to people who aren’t marketers? That project helped me learn how to effectively answer those questions and hone those skills.

Pisciotta: I think the most pivotal moments in my career were all the times I took a leap of faith and did something outside of my comfort zone – whether it be when I left the corporate agency structure to go in-house  to my first marketing role as a brand manager at William Grant & Sons and become a client, when I left a comfortable job to start a promotions agency in New York City or when I moved to new states across the US for different roles. When I reflect on these opportunities, I realize that those experiences provided me with invaluable lessons about the industry and myself, and undoubtedly shaped the marketer and leader I am today. Each of these moments had risks involved, but ended up being stepping-stones in my career trajectory. 

Freeman: There have been multiple pivotal moments in my career - from taking a risk by accepting a new position, to making a difficult decision and being confident in that decision. But I would say the pivotal moments all came from learning from other team members. Marketing is ever changing, especially in the digital world, so learning from others helps you  to “pivot” in any situation and aids in your own growth.

Q3: Who is someone that helped you on your current path to becoming a marketing leader?  

Alhart: My aunt, Jessica Weber, has had a huge impact on my career. As a female business owner and entrepreneur, she’s taught me the importance of leadership and philanthropy. When I was transitioning from nonprofit communications work to corporate marketing (and not having much success), she urged me to volunteer my time with organizations I was passionate about. This allowed me to provide marketing support within my community for organizations I love. In turn, I was asked to join their board of directors and became involved in strategic planning, brand positioning, and conversations that helped shape the future of the organization and its role in the Rochester community. 

Picoitta: I feel really lucky to have worked with amazing people throughout the course of my career, all of which have played a role in my success - from my mentors to my mentees, and all my colleagues along the way. Because of this, I make it a priority to lend my support to those around me, to ensure that I’m doing my part to help guide others along their career paths in the same way that I was once guided.

Freeman: I can’t single out one person who helped me on my current path, because all my colleagues have helped me in one way or another. I’ve been blessed to work with companies that, although global, have a smaller employee base in the US which allowed me to wear many hats and learn from people of all levels. However, there are several people that have had a strong influence on my career overall. This includes a colleague from over 15 years ago who is now an Executive Director in Marketing with Estee Lauder Companies, a close friend and someone I would consider a mentor, also the General Manager and VP of Sales from my previous company where I grew the most as a professional, and my current supervisor who I respect, admire and continue to learn from.  

Q4: Are there specific challenges you have faced as a woman in marketing, and how did you overcome them?

Alhart: The Bonadio Group makes a great effort to empower and elevate women at all levels throughout the firm. Yet, while I know I am heard and respected in my current role, I can point to a number of instances in previous positions where my ideas weren’t heard, I was belittled, or I was asked to perform administrative tasks while leading a team – something my male colleagues were never asked to do. I learned that even if you speak up, that doesn’t mean that you’re heard. And when you find yourself in that situation, you need to recognize the environment for what it is, as opposed to what you want it to be. Always advocate for yourself, for your team, and for change. Realize that some organizations may not be willing to recognize bad behavior and make room for change. Through those experiences, as difficult and painful as they were, I learned to listen to my instincts, to know my worth, and to look for opportunities at companies whose core values align with mine. 

Pisciotta: The spirits world is largely a male-dominated field, so I’ve certainly faced my fair share of challenges as a woman in this industry. However, I believe that we shouldn’t be only focusing on the challenges faced by women in marketing, but rather the challenges that women face across the workforce. In 2019 alone, women only held 28% of managerial positions worldwide. This study is only two years old, but still remains a clear indicator of how women are still being shut out of leadership positions. Even more recently, we saw the way COVID-19 exacerbated the existing gender inequalities in the workforce. More than 2.3 million women have left the U.S. labor force since February 2020, sending us back to participation levels last seen in 1988. It took less than a year to erase more than three decades of progress for America’s working women.

Furthermore, we should be focusing holistically around how women, and specifically women in leadership, are challenged on a daily basis and work to deconstruct the biases and glass ceilings in place. It’s a pressing issue that demands policy makers to enact drastic changes to support the female workforce, and requires sustained efforts by employers to change how they recruit, promote, pay, and hire back women, today and once the pandemic is over.

Freeman: I’ve been lucky to work mostly for companies that have either been led by women, the majority of employees were women or women played an integral role in the business, so I’ve had strong, confident women, and also working moms, as role models throughout my career. That’s not to say there haven’t been moments when I’ve seen that same confidence referred to as “emotional” or that same strength referred to as being a “you know what,” but the challenge and important part is how you handle it, how you move forward and how you plan to change it for the future.

Q5: What advice would you give to the next generation of women marketers?

Alhart: Never stop learning and always seek out opportunities for growth. This is an industry that changes quickly, so you have to be able to pivot quickly, embrace new technologies, and collaborate with your peers. 

Pisciotta: I’ve spent much of my career in a male-dominated field, and what I’ve learned is that it is so important to be confident and stay true to who you are. Don’t be afraid to stand your ground and speak up. Your voice has power, so use it respectfully and assuredly. Trust your instinct, especially when it comes to stepping outside your comfort zone – be sure to follow your heart and know that taking risks is what can lead to your best opportunities. Remember that you may fail, but in these failures, you will gain important lessons and move forward with confidence. Lastly, don’t forget to celebrate your success and growth along the way! 

Freeman: Listen and learn from others, be kind and gracious, take risks, and explore beyond your comfort zone. Support each other and go for it!

Q6: What emerging marketing trend excites you?

Alhart: Wow, there is so much right now that I’m excited about. Hybrid experiences are at the top of my list. Marketers have needed to pivot in 2020 to embrace virtual events, virtual trade shows, and webinars. This year, we’re looking to enhance those capabilities by adding shared experiences and in-person elements into the mix. 

Pisciotta: This past year has been incredibly challenging for so many people – but one thing we’ve witnessed is the resiliency of our society. With all the uncertainty we’ve experienced, consumers are looking for ways to be better citizens – whether it be through sustainability, social justice, public health, and more. Because of this, they’re calling for brands to do the same. Consumers are expecting brands to stand for more than just the products they sell, and they’re not afraid to hold these companies accountable. It’s truly a movement - not a moment - and one that I’m incredibly proud of and think is long overdue.

Additionally, the luxury of convenience was heightened during COVID and we do not expect this to go away anytime soon. It’ll be crucial for brands to continue to find ways to seamlessly integrate themselves into all aspects of life – whether it be through e-commerce, social media, or more.

Finally, society is placing a huge emphasis on well-being and mindfulness coming out of the pandemic. Physical, emotional, and spiritual health have become a massive priority for consumers, so we can expect to see brands continue to embrace these values in their products and marketing. 

Freeman: An emerging trend in Marketing that excites me is AI, but not necessarily the cool AI used in product packaging, merchandising, etc., but the AI that’s available to analyze data and tell you which photo will have better engagement on your social channel, which digital ad is driving the most traffic. Consumer information is key and the accessibility to shopping interests, although scary when I find myself targeted by other retargeting ads, demographic information and purchase patterns, has come leaps and bounds since my career began and I can’t wait to see what’s next!

Key Takeaways: 

• Take a leap of faith and get out of the comfort zone.

• Learn from and be open to others.

• Trust your instincts. 

• Celebrate your wins.

• The pandemic has changed consumer expectations, brand involvement with social issues, and mental health awareness.