0 upvotes 0 discussions

Please help us to congratulate Aleksandra Injac!

selected as one of 50 Women You Need to Know in Martech - 2018.

Please take a moment to celebrate Aleksandra!

By sharing her accomplishment, you're not only amplifying the collective voice of brilliant, deserving women — you are also reinforcing your support for women, in all workplaces and all industries, around the world.



Women in Martech

To kick off our Women in Martech Series, and to be considered one of 50 Women You Need to Know in Martech - 2018, we asked women to provide their thoughts in three areas: Career, Martech in Practice and Women in Martech.

Women in Martech is a weekly series, beginning in January 2018, based on the thoughts, advice and opinions of real women about marketing and marketing technology.

Subscribe to the Women in Martech series:

Here’s what Aleksandra had to say!

What keeps you motivated in your day-to-day role?

My team truly keeps me motivated and challenges me on a daily basis. My philosophy is to surround yourself with the smartest people and don’t be afraid to hire people who are stronger, smarter or who have a better skillset. In doing so, the corresponding culture we create provides the right balance of challenging and motivational to drive personal and professional growth.

Our programmatic team in Chicago has grown exponentially in the last couple of years, but we all share a common trait: insatiable curiosity for the future of martech.

It fits perfectly into the overall Mindshare culture, which is rooted in the tenets of speed, teamwork and provocation. This insatiable curiosity ignites open, collaboration, phenomenal brainstorms and even informal cube-side discussions on a daily basis.

What technologies are the most helpful to modern marketers?

Developing a martech stack is my personal favorite challenge to solve for our clients. One of my favorite co-workers said that you need to look at each individual team member as a “combination lock” and try to find a unique and right “combination” to manage them and unlock their greatness.

The same analogy can be extended to the martech stack, because there’s no one-size-fits-all there either. For each client, I look at the design inputs, such as existing data sets, systems connectedness, marketing goals and objectives and success measurement. Then, I custom design a technology stack that delivers on the immediate goals but also future-proofs the marketer in moving forward.

Martech stacks can range in complexity, but at the core I see them as a data-driven engine that will help marketers enable personalization and connect with the consumer on a 1:1 basis.

In order to enable the personalization aspect, marketers will rely heavily on DCO (Dynamic Creative Optimization), CMP (Content Management Platforms), DMPs (Data Management Platforms), measurement solutions (such as multi-touch attribution) and activation platforms, such as DSPs (specific to programmatic).

The impact of AI will further enhance all martech systems, so we’re in for very interesting developments in this space. The future of martech is happening every day, and it’s super exciting.

Do you think the intersection of marketing and technology is currently having or will have an impact on women in the industry? How so?

Change is truly the only constant in martech, and you need to be a chameleon to quickly adapt to the changes that are happening seemingly in nanoseconds.

I strongly believe that a career in martech should not be gender-specific. That said, the combination of analytical and strategic thinking, mixed with a dash of intuition and adaptability, does align very well with the natural wiring of a female brain.

Hopefully we’ll see more women pursuing a career in martech (That’s actually one of the things I love about working at Mindshare). I foresee that we’ll have a bigger influx of female leaders in the larger martech space in the near future, stemming from a variety of industries, expertise sets and backgrounds.

Be sure to read 50 Women You Need to Know in Martech - 2018 and sign up to receive the Women in Martech series.