International Women’s Day celebrates the achievements of women, but it also raises awareness against gender bias. A common assumption might be that motherhood would negatively affect a working woman’s performance, but I have a different #BreakTheBias story to share.
In my role at Quantcast, I lead European marketing for the organization in the rapidly evolving world of ad tech, surrounded by artificial intelligence, data, and cookies (not the child-friendly kind).
To be honest, prior to becoming a mum, I incorrectly assumed juggling motherhood with managing a fast-paced marketing role would not have impacted my performance. I could not have been more wrong. Being the parent of a daughter, who is now 2.5 years old, has given me a whole new set of perspectives and skills while fine-tuning some of my existing ones.
So, how did becoming a parent make me a better marketer? Besides a combination of gentle persuasion, creativity, and marketing tactics, from trying new foods to coaxing her into the bathtub, there has been a definite overlap between motherhood and my role at work, which has helped me become a better marketer and manager.
1. Being creative
Finding ways to entertain my daughter on a daily basis has taught me you can do a lot with a little; you just have to be creative. My role as a marketer in the B2B ecosystem has also never required more ingenuity to navigate. From reduced ‘in-person’ marketing opportunities during the pandemic to difficulties understanding customer sentiment in a virtual world, my team and I have had to think creatively on another level, and in real time, to deliver valuable marketing.
Not a skill I was known for before becoming a mum, but having my daughter has definitely made me more patient, empathetic, and resilient as a colleague and leader of a team. Patience is something you learn very quickly after becoming a mum, especially when you are waiting for them to nod back off at three in the morning or teaching them to put on their own shoes. It has been a very useful skill in my role as a marketer, especially when mentoring and coaching team members. I have signed up to be an official mentor this year, too.
Being a parent can sometimes become a battle of wills, and negotiation has been paramount in finding solid middle ground. This one is definitely a life skill I have been honing for years from my shopping trips in the markets of Marrakech to discussing vendor sponsorships today. Having a child has made me approach negotiations from a different perspective, with the goal of finding a win/win solution for both parties. Considering the needs of both parties has made me a more skilful negotiator.
4. Clear communication
Most parents will agree that thinking on your feet is essential. With children, as with marketer audiences, you find yourself needing to communicate a message in numerous ways for it to be received, and at times upselling the benefits of even the smallest of tasks to encourage them. Every situation is so different and I have had to be consistent, adapt the message, tone, and sometimes volume to ensure its effectiveness, which is very reflective of how I have to treat marketing of Google’s shifting deadline for the third-party cookie deprecation.
5. Time management
Having a career and parenting can sometimes leave you short on time, and as many parents can relate, you become a multitasking ninja. This shift has made me value time so much more than before. Now, I find myself much more efficient and organised with my time, which has definitely benefited me at work, especially in the many daily virtual meetings, to ensure they are expeditious, intentional, and have a clear purpose.
Being a mum has not held me back in the fast-paced ad tech industry. I am breaking the bias and have only thrived since my return, which is also due to the supportive company I work for and the amazing people I am surrounded with.
I am a mum, I am a woman, and I am a marketer.
#marketingmum #BreakTheBias #digitalmarketing #happymum