20 Female Marketers to Follow in 2020 Introduction

Introduction About Socialbakers

This study highlights 20 female marketers who are making an impact in 2020. Socialbakers is the trusted social media management partner

Based on exclusive Socialbakers data, career accomplishments, and efforts to thousands of enterprise brands and SMBs. Leveraging the

to help further women in the workplace, this list highlights the most inspiring largest social media data-set in the industry, Socialbakers’

leaders from across the spectrum. unified marketing platform helps brands large and small ensure

their investment in social media is delivering measurable

Some have been Chief Marketing Officers for years, while others are moving business outcomes.

up the ranks while targeting Gen Z. With over 2,500 clients across 100 countries, Socialbakers is

If you aren't already following these marketers, now is the time to start the leading social media management platform. Socialbakers

paying attention. has been a Facebook Marketing Partner since 2011, a Pinterest

Marketing Partner since 2017 and a LinkedIn Marketing Partner

since 2017. Socialbakers was named in the 2018 Inc. 5000 list

of the fastest-growing private companies in Europe.

20 Female Marketers to Follow in 2020 1 Table of Contents

Emma Bassiri, Meowingtons 3 Elizabeth Rutledge, American Express 20 Linda Boff, GE 4 Amina Taher, Etihad Airways 21-22 Kelly Campbell, Hulu 5 Teah Teriele, Death Wish Coffee 23-24 Carmen Collins, Cisco 6 Lorraine Twohill, Google 25 Emma Colquhoun, Krispy Kreme UK 7-8 Mary Yee, PlayStation 26-27 Bettina Fetzer, Mercedes-Benz Cars 9 Jazzmynn Finney, Porsche Cars North America 10 Dana Herlihey, Netflix 11-12 Kellyn Smith Kenny, Hilton 13 Stuart Kronauge, Beyond Meat 14 Katy Leeson, Social Chain 15 Ann Lewnes, Adobe 16 Andréa Mallard, Pinterest 17 Helen Pak, The Walt Disney Company 18 Monica Rustgi, Anheuser-Busch InBev 19

20 Female Marketers to Follow in 2020 2 Top Performing Pages on Facebook Emma Bassiri

CEO & Founder, Meowingtons

Meowingtons is a real internet success story.

When Emma Bassiri was graduating from Toronto’s OCAD University, she tried to figure out what her next step should be. She wanted to start a business but was having trouble figuring out in which direction to go.

That’s a huge social media reach for the small company based in Florida.

“I spent months doing market research… I toyed around with a few different The increased notoriety can help in Meowingtons’ other missions, too. In concepts, but I knew I wasn’t passionate about any of them,” Bassiri told the addition to selling cat toys, clothes, and accessories, Bassiri’s company Toronto Sun. “It became clear to me that I had to base my company around works with local humane societies to find good foster or permanent homes something I truly cared about: my undying love for my cat!” for many cats in need.

Bassiri founded meowingtons.com, a one-stop shop for the cat or cat-loving In 2019, Meowingtons started sharing space with the Good Luck Cat Cafe, person in your life. Capitalizing on the internet’s unending cat love, Bassiri a cat cafe and adoption center that had lost its lease in a nearby city. was able to market her company so well that the hobby turned into a “I’m ecstatic about their move into the Meowingtons office,” Bassiri told the full-time job.

Wilton Manors Gazette. “Our company mission of helping cats in need In Q4 2019, according to Socialbakers data, Meowingtons’ Facebook page aligns with theirs, and I think with our new partnership, together we can performed the second best for all brands in the United States. make a great impact.”

Chart Time Range: October 01, 2019 - December 31, 2019; Sample: 18,667 Facebook Brand Profiles in the United States; Source: Socialbakers data 20 Female Marketers to Follow in 2020 3 Linda Boff

CMO, GE

As GE’s CMO, Linda Boff leads all global marketing, brand, content, and Before she became CMO, Boff took a three-week trip to visit successful customer experience for the Fortune 500 company. She has been honored companies around the world and presented a case study to GE on what the multiple times, including the CDO Club’s U.S. Chief Digital Officer of the brand could learn from others’ achievements. The mentality that she Year (2016), an Adweek Grand Brand Genius (2017), and a spot on eventually adopted based on those learnings – “employee-first is Business Insider’s 50 Most Innovative CMOs list. customer-first” – has been the mantra at GE ever since.

In 2016, Boff helped GE win a Cannes Grand Prix Award. And as someone “By and large, the companies that consistently delivered great customer who oversees a team of more than 2,000, and represents a company with experiences were actually putting their employees first, and, in doing so, more than 300,000 people worldwide, Boff sees the value of hearing from they empowered their employees to act in the best interests of customers,” different voices when making decisions. Boff told Mixpanel.”

“Diverse teams are better teams,” Boff told Digiday. “The temptation that can exist to hire people like you is a temptation we need to resist. The difference between wanting to spend time with someone and being like them is a huge difference. Even in our agency partners, I love having a roundtable with competitors who will have a debate.”

20 Female Marketers to Follow in 2020 4 Kelly Campbell

President, Hulu

When Kelly Campbell left Google after 12 years to become the CMO at “As you can imagine, this was not an easy decision in today’s political Hulu, the streaming service was looking for a shot in the arm. environment, but we thought it was important for our brand,” Campbell said during her 2019 keynote at Brandweek: Challenger Brands. “The top priority was to invigorate the brand,” Campbell told Digiday. “We have been focused on breaking through to consumers.” Meanwhile, the reveal with the egg turned out to be a PSA raising awareness for mental health. Campbell, who was named one of Business It's fair to say that plan is working, and in late February Hulu promoted Insider’s Innovative CMOs in 2018 and 2019, said that Hulu’s Instagram Campbell from CMO to President. In the last two years, Hulu’s subscribers post garnered more than 1 million likes in less than an hour, the brand’s have increased from 17 million to more than 30 million, and the brand has followers increased 25 percent, and the PSA was the second-most watched brought in nearly $1.5 billion in ad revenue. episode on Hulu within the first 12 hours. Add that to traditional marketing tricks like beating Netflix to market by positing its Fyre Festival Hulu has made itself relevant in a number of different ways, and one documentary five days before its rival did the same, and it’s clear how Hulu example is the 2019 Super Bowl. In addition to running a 30-second TV has found success. commercial for the third season of “The Handmaid’s Tale”, the brand also teased a big reveal involving a viral egg on Instagram that had already “It’s more important than ever to create breakthrough moments and build racked up millions of likes. The TV spot was based on a 1984 campaign ad lasting connections with consumers,” Campbell said at Brandweek: from Ronald Reagan, a decision that dipped Hulu’s toes into political Challenger Brands. “Never forget who you are and strive to be better.” waters.

20 Female Marketers to Follow in 2020 5 Carmen Collins Senior Social Media & Talent Brand Manager, Cisco

As the senior social media and talent brand manager for Cisco, Carmen “My team’s KPI isn’t revenue, but there is a cost to acquiring talent for a Collins has found a lot of success emphasizing the “talent” portion of her business, and retaining talent has a zero cost, so the better the talent we job. In charge of the @WeAreCisco social media channels, Collins’ job is to attract, the longer they stay, the less it costs to hire them, we drive the highlight the benefits of 70,000-person company and attract new talent by bottom line,” Collins told Online Geniuses. “But we still have to track amplifying the voices and successes of its current employees. One “awareness” as a metric as well. Many people don’t know that Cisco isn’t example of that is their #LoveWhereYouWork campaign, which started in your grandma’s hardware company anymore. We’re cloud, we’re software, 2016 and has grown year after year with employees creating good we’re AI, and we need that talent to help take us forward. We measure our advertisements for the company. impact to the business by how we communicate that to candidates as well.”

“[The] contest serves two purposes,” Collins told the Talent Marketing Collins has received several social media awards, including PR Daily’s Board. “One, to get employees used to and understanding that it is OK to Social Media Professional of the Year (2017) as well as a Top Woman in PR share on social and that we want them to. And two, it fuels our content and Digital Communicator of the Year from PRNews in 2017. funnel for the We Are Cisco campaign, because all of our channels are filled with us amplifying employee photos.”

Helping to attract great employees is how Collins’ social media efforts can help affect the bottom line.

20 Female Marketers to Follow in 2020 6 Emma Colquhoun

CMO, Krispy Kreme UK

A doughnut-themed playground is an idea so good it almost needs no “We are ever striving to cater to the changing needs of our customers and explanation, but for context: On March 8-9, 2019, in London, Krispy Kreme believe delivery is a key convenience requirement in our customers’ had a special pop-up store designed to celebrate new original filled flavors fast-paced lives,” Colquhoun said in a statement. “Launching this service of doughnuts. The pop-up had a donut trampoline, pipes filled with caramel has also opened up a new gifting channel for the brand; making it as simple and chocolate running along the wall, and many other doughnut-themed as a click of button to arrange doughnuts to be sent to your colleagues, corners in which to take Instagram photos. friends, or family.”

“For me this is totally best practice, starting with a fantastically strong Krispy Kreme has had little trouble enticing its customers. In Q4 2019, strategic idea and concept that has been loved globally, #magicinthemiddle, according to Socialbakers data for UK retail food accounts, Krispy Kreme ending with excellence in execution,” Krispy Kreme UK CMO Emma UK ranked 2nd on Instagram and 6th on Facebook for most interactions. Colquhoun said in a statement. A Dec. 13 Instagram post giving away a year’s supply of doughnuts, among other things, was the 2nd-top performing post of the quarter for UK retail It was part of a big year for Krispy Kreme and Colquhoun, who also helped food brands. launch a delivery service for the sweet treats.

20 Female Marketers to Follow in 2020 7 Top Performing Pages on Facebook Emma Colquhoun

CMO, Krispy Kreme UK

Top Posts on Instagram

Top Performing Profiles on Instagram

Chart Time Range: October 01, 2019 - December 31, 2019; Sample: 199 Facebook Retail Food Pages in the United Kingdom & 161 Instagram Retail Food Profiles in the United Kingdom; Source: Socialbakers data 20 Female Marketers to Follow in 2020 8 Top Performing Profiles on Instagram Bettina Fetzer

Head of Marketing, Mercedes-Benz Cars

With a brand value of $65 billion, according to Brand Finance, Mercedes-Benz is the top automotive brand in the world and the No. 11 brand overall in the world in the Global 500 2020 rankings. Those are both improvements over the previous year and show that even at the top there’s room to grow.

As a 20-year sponsor, the brand helps fund and support programs for “After moving higher up in the Interbrand ranking Best Global Brands, we underprivileged youth, and last year the winner was Yuwa (Hindi for youth), are proud that Mercedes-Benz is also continuing to progress in Global 500 a sports project in Jharkhand, India. 2020,” Mercedes-Benz Cars Head of Marketing Bettina Fetzer said in a statement. “We are particularly pleased that the Yuwa project for disadvantaged girls has won the 2019 Laureus Sport for Good Award because girls and women Mercedes’ performance on social media mirrors its valuation, as are still very affected by poverty, discrimination, and violence in many Mercedes-Benz has the most engaging Instagram profile (more than regions around the world,” Fetzer said in a statement. “That is why 100-million interactions) of all worldwide brands in Q4 2019, according to Mercedes-Benz and Laureus focus part of their work on projects that Socialbakers data. empower girls and women, opening up new perspectives for them.” In addition to her regular marketing duties for one of the top luxury brands in the world, Fetzer also uses her position to help Mercedes’ partnership with the Laureus Sport for Good Foundation.

Chart Time Range: October 01, 2019 - December 31, 2019; Sample: 65,038 Instagram Brand Profiles Worldwide; Source: Socialbakers data 20 Female Marketers to Follow in 2020 9 Top Performing Profiles on Instagram Jazzmynn Finney New Media & Social Engagement Leader, Porsche Cars North America

When Jazzmynn Finney first started at Porsche, the company’s global Instagram page had about 250,000 followers. With the work that she and her team have put in over the years, that account now has about 20 million followers and is regularly one of the top performing brands in North America. In Q4 2019, according to Socialbakers data, Porsche had the second-most Whether that’s through slick videos, testimonials, or, commonly, one of their interactions of all Instagram brand accounts in North America. And looking cars in an exotic location, Porsche holds a unique place in the hearts and specifically at auto brands in the United States, Porsche achieved the first minds of its fans and followers. and third most engaging Instagram posts in the quarter.

A key to the engagement, said Finney, who was a panelist at last year’s Top Posts on Instagram Brand Innovators’ Marketing Innovation Super Bowl event, is to keep the focus on stories rather than the cars themselves.

“We rarely post about fast cars or specs,” Finney told Campaign. “We tell stories about connections to vehicles, giving fans a sneak peek inside our organisation and into what it’s like at Porsche every day.”

Chart Time Range: October 01, 2019 - December 31, 2019; Sample: 11,216 Instagram Brand Profiles in North America & 180 Instagram Auto Profiles in the United States; Source: Socialbakers data 20 Female Marketers to Follow in 2020 10 Dana Herlihey Editorial & Publishing Manager, Netflix

As Editorial and Publishing Manager at Netflix, Dana Herlihey’s primary One recent campaign that Herlihey helped with was launching the Prism focus is overseeing a Gen-Z focused team that showcases Netflix’s shows collection. Released during Pride month in 2019, the campaign was built and talents across Instagram, YouTube and TikTok. Harnessing the power around a series of videos and posts highlighting the many LGBTQ+ stars of that particular audience is something she already has personal and shows that Netflix already had and would be releasing in the future.

experience with. Netflix has become a behemoth in terms of social media performance, and with a growing catalog of shows and movies seemingly for everyone, it’s On a whim a few years ago, Herlihey turned a Halloween decoration into a not going away any time soon. successful Instagram account poking fun at Millennial culture. That same type of humor and ability to figure out what resonates with an audience comes in handy at Netflix, where the brand has become a perennial leader Top Posts on Instagram on social media.

Looking at all United States brand accounts, according to Socialbakers data in Q4 2019, Netflix ranked first in most interactions on both Instagram and Facebook. It also had all three of the most engaging posts on Instagram.

Chart Time Range: October 01, 2019 - December 31, 2019; Sample: 9,965 Instagram Brand Profiles in the United States; Source: Socialbakers data 20 Female Marketers to Follow in 2020 11 Dana Herlihey Editorial & Publishing Manager, Netflix

Top Performing Profiles on Instagram Top Performing Pages on Facebook

Chart Time Range: October 01, 2019 - December 31, 2019; Sample: 9,965 Instagram Brand Profiles in the United States & 18,667 Facebook Brand Profiles in the United States; Source: Socialbakers data 20 Female Marketers to Follow in 2020 12 Top Performing Profiles on Instagram Kellyn Smith Kenny

CMO, Hilton

Hilton is one of the most well-known hotel chains in the world. In Q4 2019, according to Socialbakers data, its Instagram profile garnered the sixth-most interactions of all accomodation brands in the US.

When someone walks into a Hilton hotel, CMO Kellyn Smith Kenny wants them to feel comfortable and seen. As a female member of the C-Suite who does a lot of solo travelling, Kenny is particularly aware of the wants and That’s why Kenny is a member of the advisory board for Condé Nast’s needs of fellow female solo travelers. Women Who Travel. She wants to work on inclusion both inside of Hilton and for women traveling all around the world. “We have a resource group made up of our female team members that we turn to for almost all of our first rounds of qualitative research,” Kenny told “When you're trying to tackle systemic issues that have been persistent for Condé Nast. “... Every single touchpoint is an opportunity to communicate to decades, it's really important to bring people with diverse backgrounds the female guests that we are thinking of them. That can be the height of together,” Kenny said. “Having them share their experiences and ideas with the counters in the bathroom or the quality of the hairdryer or bath products. each other leads to real problem solving.

Even misplacing a mirror, so that it’s too high up, can impact a woman’s “Making everyone part of the conversation powers innovation, but it also stay. “We want every type of woman to know that we hear them, because gives a voice to this enormous population that has historically been an you can tell when you haven't been considered.” afterthought. Who doesn't want to be a part of that?”

Chart Time Range: October 01, 2019 - December 31, 2019; Sample: 489 Instagram Accommodation Profiles in the United States; Source: Socialbakers data 20 Female Marketers to Follow in 2020 13 Top Performing Profiles on Instagram Stuart Kronauge

CMO, Beyond Meat

Beyond Meat, a surging company that produces plant-based meat products that rival the taste of regular meat, has enjoyed plenty of recent success on social media.

In Q4 2019, according to Socialbakers data, Beyond Meat had the fourth top performing Instagram profile for FMCG Food brands in North America. A “Maybe a while ago we wouldn’t have done this,” Kronauge told CNN bulk of those interactions came from their November post featuring a video Business. “But we’re changing and trying to innovate in ways that are of rapper Snoop Dogg behind the counter at a Dunkin’, offering a new beyond traditional new products. This is a cultural innovation.” Beyond Meat sausage sandwich at the restaurant. Top Posts on Instagram

Now there’s a new leader tasked with continuing the company’s marketing success. Stuart Kronauge started as Beyond Meat’s CMO in January, and she comes in with nearly 20 years of experience at the Coca-Cola Company. Most recently, Kornauge was president of Coke’s sparkling business unit and senior vice president of marketing for Coca-Cola North America. Last summer Kronauge explained the company’s decision to revive New Coke in a partnership with the Netflix series “Stranger Things” as a sign that Coke does “not take ourselves too seriously.”

Chart Time Range: October 01, 2019 - December 31, 2019; Sample: 652 Instagram FMCG Food Profiles in North America; Source: Socialbakers data 20 Female Marketers to Follow in 2020 14 Katy Leeson

Managing Director UK, Social Chain

It might seem odd considering the amount of success that she’s had, but Whatever failures and setbacks she’s had, Leeson has been at the forefront Social Chain Managing Director UK Katy Leeson is a big believer in failing. of just as many successes. Through several of the brand accounts that Fail often and fail hard, she advocates, because it’s in these moments that Social Chain, an integrated social media company, works with, Leeson and growth is possible. her team have been able to create content that reverberates throughout social media.

What failure forces you to do is learn,” Leeson wrote for LinkedIn. “Ask for feedback on where you can improve, evaluate the situation and decide if it’s “That’s the beauty of it really,” Leeson told The Guardian. “The message is something you’re willing to change for, figure out whether or not you are always tailored to the audience, but the hashtag is the same.” right for that person, or that opportunity, or that task. What you mustn’t do is allow a rejection, a failure or a bad outcome to sidetrack you from your In 2019, Leeson was named one LinkedIn’s Top Voices in the UK. mission statement.”

Leeson delves into the lessons from failure as well as self-doubt and other related topics on her podcast, “I Shouldn’t Say This, But”. One recent episode, WHY WOMEN CAN’T WIN, highlights the difficulties of overcoming gender bias in a predominantly male environment.

20 Female Marketers to Follow in 2020 15 Ann Lewnes

Executive VP & CMO, Adobe

Featuring over 1,000 artists contributing work and collaborating together, The campaign is a good example of how Lewnes, who has been Adobe’s Adobe’s recent “Creativity for All” campaign ad was quite a sight to behold. CMO for 14 years, sees the future of marketing. It’s data-driven and backed The 60-second TV ad made its debut during the Oscars in early February, by the latest technology, sure, but at the heart the message still comes from and included the work of hundreds of artists as well as appearances by passionate people doing what they love. activist Malala Yousafzai and singer Billie Eilish.

It kicked off a larger campaign that also included a partnership with Teach “I think automation leads to humanity,” Lewnes said during her keynote talk for America. From Feb. 6-11, for every use of the hashtag #CreativityforAll at the 2019 MarTech Conference. on Twitter or Instagram, Adobe donated $5 (up to $500,000) towards its work with Teach for America. The company has a goal in 2020 of reaching 15,000 teachers and 500,000 students who wouldn’t otherwise have access to creative tools or programs.

“Creativity is the great enabler, and it’s within all of us,” Adobe Executive Vice President and CMO Ann Lewnes said in a statement. “Creativity has the power to influence politics, culture, and social norms, so it’s critical that we hear from a broader, more diverse set of voices, especially the next generation of creators.”

20 Female Marketers to Follow in 2020 16 Andréa Mallard

CMO, Pinterest

Pinterest has a plan. The company, which started in 2009, has spent most That won’t happen overnight, but Pinterest has spent years building up a of its existence growing organically. But in 2018, Pinterest hired its first loyal following, and with that base of support it’s in a good position to put CMO – Andréa Mallard, who was previously CMO for Gap’s Athleta brand – itself out there and to grow. and it soon plans to increase its traditional marketing. “Don’t worry about being perfect. Don’t be afraid to ask for help. Don’t be “Pinterest has grown through word of mouth mostly,” Mallard told Forbes. afraid to admit what you don’t know,” Mallard said of her mentality. “People “Now we’ve reached the point where we have the right to tell our story and fail all the time. That suggests they are taking risks; they are working, they share our point of view on worldwide inspiration matters a little bit louder are pushing.” and prouder than before.”

“... We’re building the world’s inspiration company, and so we need to tell Expect Pinterest to keep pushing in new ways in the coming future. the world why inspiration matters, and do that globally.”

Mallard said that she was immediately attracted to Pinterest as a “purpose-led company with the heart, mind, and values” to become a major global brand.

20 Female Marketers to Follow in 2020 17 Top Performing Profiles on Instagram Helen Pak Senior VP of Creative, Marketing Design & Content, The Walt Disney Company

Several years ago, Helen Pak stepped away from the world of ad agencies for a little while to work as a creative strategist at Instagram and Facebook. The experience helped her immensely when she returned to agencies, and starting in late 2019 Pak became the Senior Vice President of Creative, Marketing Design, and Content at The Walt Disney Company.

“Understanding the changing landscape of how we communicate and In Q4 2019, the Disney Studios Instagram account got the 4th most connect with each other and with brands was a big a-ha,” Pak told Little engagement worldwide for brands in film and music.

Black Book. “Ads aren’t competing with other ads; brands are competing Pak’s job is to support the company’s global marketing leaders and also to with Netflix, with friends’ posts, pop culture, and more. We need to be provide leadership of Yellow Shoes, Disney’s internal agency. At the end of relevant in people’s lives and not be about just selling things. 2019, Yellow Shoes produced a series of print ads for Disney’s theme parks “It also made me realise the incredible scale and speed at which giants like that, instead of showing any parks, highlighted the aftermath of a trip to Facebook, Google, Amazon, and the like are operating. Agencies need to Disney. move faster and evolve. I also realised the power of data and innovation and how that can really harness creativity.” “I’m so excited to be joining an iconic powerhouse at such an amazing time of accelerated growth in its history,” Pak said in a statement. “I’m looking Pak was previously the President and COO of Grey Group in Canada. Disney is forward to working with the team and continuing to push the boundaries of obviously an iconic, worldwide brand, and that’s reflected in Socialbakers data. creativity and innovation in experience-based storytelling.”

Chart Time Range: October 01, 2019 - December 31, 2019; Sample: 964 Instagram Film & Music Industry Profiles Worldwide; Source: Socialbakers data 20 Female Marketers to Follow in 2020 18 Monica Rustgi

VP of Marketing US, Anheuser-Busch InBev

Monica Rustgi’s first career was the one most people might dream of. “Budweiser is a part of American culture,” Rustgi told MIT Technology Under the name Monica Rush, Rustgi was a musician who released her Review. “I now have the resources and the megaphone through the brand to own album, “The Simple Life”, and co-wrote and produced a song for Pitbull reach and impact people the way I always wanted to.” and Jennifer Lopez, “Drinks for You (Ladies Anthem)”.

Despite some success, Rustgi felt her music career might be limiting. And Rustgi led teams that worked on Budweiser’s Super Bowl commercials in in the meantime, she discovered that she also enjoyed the business side of both 2018 and 2019, which highlighted Budweiser’s corporate values. The her career. first spot, “Stand by You”, was about the company’s commitment to donating water in the wake of natural disasters, while the second spot, “It was a startup. I was selling myself as a brand,” Rustgi told MIT “Wind Never Felt Better”, showcased the brand’s use of renewable wind Technology Review. But “I was done with being the brand.” energy.

Rustgi got her MBA from MIT and in 2013 started as a brand manager at These are the types of projects that Rustgi hoped to work for, including a Anheuser-Busch InBev. She moved her way up and in September 2018 recent campaign, “We Won’t Stop Watching”, about supporting women’s became the Vice President of Marketing for Budweiser US. That same soccer. month she was named to Ad Age’s 40 Under 40 list, and in 2019 she was named one of Adweek’s 30 Most Power Women in Sports. “To be a good creative,” Rustgi told MIT Technology Review, “you need a very strong sense of empathy.”

20 Female Marketers to Follow in 2020 19 Top Performing Profiles on Instagram Elizabeth Rutledge

CMO, American Express

American Express CMO Elizabeth Rutledge has a clear idea of what her department is striving to accomplish.

“It’s all about this notion of digital empathy,” Rutledge told Forbes. “And really what I mean by digital is just making sure that we can deliver on the brand promise at scale where our customers are and when they want to But Rutledge and her company are trying to influence more than just their communicate with us.” customers. Rutledge is one of six female American Express executives who

As for empathy, Rutledge said that she breaks it down into three categories: are partnering with the New York Women’s Foundation to create the personalization, perfecting the digital/human inflection point, and serving Ambition Project, which is meant to empower and encourage women in the not selling. workplace.

“Our mission has been to really deliver the world’s best customer The project started with American Express looking at its own diversity, and experience every day,” Rutledge told Forbes. now the goal is take the message broader and inspire women to create an ambitious culture.

To help sell that message, American Express has often relied on influencer marketing. Looking at finance brands in Q4 2019, according to Socialbakers data, American Express ranked second worldwide for working with the most influencers.

Chart Time Range: October 01, 2019 - December 31, 2019; Sample: 1,917 Instagram Finance Profiles Worldwide; Source: Socialbakers data 20 Female Marketers to Follow in 2020 20 Amina Taher

VP of Brand & Marketing, Etihad Airways

When a headhunter approached Amina Taher about joining Etihad Airways, Now that Taher, who has an MBA from the London Business School and an one of the biggest airlines in the world, she was certainly interested. But MPA from Harvard, has moved up once again, she wants to continue there were a couple of things she wanted to do first. inspiring young women in her country and showing them what’s possible.

“The aviation industry is fairly new in the Arab world, especially for women “In the truly global industry of aviation, Emiratis are representing our working in aviation, so I wanted to explore the opportunity,” Taher told the country on a worldwide level with Etihad Aviation Group,” Taher said in a Runway Girl Network. “Before joining Etihad in January 2014, I took two statement. “I’m particularly proud to see UAE national women represented months off and trained as an amateur boxer and served as a chef so I could in all areas of our business. From dynamic new graduates in my own team, get these things off my bucket list before going into corporate life.” to experienced pilots and technical specialists, to fellow executives, I hope that more are inspired to join our ranks.” Taher steadily worked her way up in the company, and in August 2019 she became the Vice President of Brand and Marketing. And at this time the brand of Etihad Airways is as strong as ever.

In Q4 2019, according to Socialbakers data, Etihad Airways’ Facebook page led all brands worldwide in interactions, and its Instagram page ranked fourth in engagement worldwide among aviation brands.

20 Female Marketers to Follow in 2020 21 Top Performing Pages on Facebook Amina Taher

VP of Brand & Marketing, Etihad Airways