Let the women go to the conference micro!

Let the women go to the mic! That’s the motto of the Digital Marketing Kickoff, the first virtual conference made up solely of female speakers in the digital industry. Since 2016 there are #DMKWomen. This year, on March 7, virtual – but also at public viewing locations in Munich, Hamburg and Frankfurt – revolved around the latest trends in digital transformation and brand loyalty.

Together with Ben Harmanus, Julia Lehwald founded the #DMKwomen three years ago. “In my first own online and live lectures, I was in a male-only society, and I’ve often wondered where all the great and knowledgeable fellows I work with elsewhere are.” All those were hardly represented at the conferences. So Julia Lehwald created the format that consciously brings the women on the stage – with success: “We feel that something is moving and hope to make it a matter of course.”

We asked seven female speakers of the conference about their background. They reveal why it needs a female conference and how to get started as a woman in the digital industry.

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Isabelle Hoyer, Founder & CEO, PANDA – The Women Leadership Network

Isabelle Panda original

Who are you and how old are you?

Isabelle Hoyer, 40, entrepreneur, feminist, mother.

What you do for a living?

I am co-founder of the PANDA Women Leadership Network – initiative, network and event series for (more) women in leadership.

What is your special topic as a speaker?

Building networks, female leadership

How did you find your way to the digital industry as a woman?

As an entrepreneur with my own idea, which originally had no digital reference. In the meantime, as the “operator” of an offline & online community, there is no way around “digital”.

What would you advise women who also want to make a career in the digital industry?

Learn, be open, think ideas forward. “The digital industry” – is there still that? “Digital” is part of all areas and business models – a toolset that extends the possibilities.

Why do you think a purely female event needs it?

Making women visible balances the many areas in which they are invisible. There are issues that mainly affect women, and to which the exchange between women is valuable. Finally: The feed shows that the need exists.

Which digital topics are particularly exciting for you in 2019?

More personalization and relevance through AI, ethics and AI.

Bianca Bauer, Internal Communications Manager, Microsoft

Bianca Bauer 1067X1600

Who are you and how old are you?

My name is Bianca Bauer and I am 29 years old.

What you do for a living?

I am responsible for the internal communication at Microsoft Germany with my small team.

What is your special topic as a speaker?

Due to my now almost 5 years at Microsoft Germany, I often talk about the change in internal communication – away from the push communication and with full force to feedback communication.

How did you find your way to the digital industry as a woman?

For me, there has never been a “wall” here, whether or not you can make it into the digital industry as a woman. My studies and my practical experience meanwhile gave me a basic education in communication and fortified my personality – and with expertise and a certain spark of self-confidence, you can create it in my view of any industry.

What would you advise women who also want to make a career in the digital industry?

Just be yourself and do not think too often about what others might think of you. Of course, I can always recommend my general favorite motto anyway: Do not ask for permission, just ask for forgiveness.

Why do you think a purely female event needs it?

To show that it does not matter if you’re a man or a woman – anyone can work in the digital industry or any industry in which he or she wants to work.

Which digital topics are particularly exciting for you in 2019?

At Microsoft, we are currently talking and working a lot on inclusion – for me it’s an exciting and moving topic because we can do so much with technology, which is just amazing.

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Tina Nord, Head of Growth, EyeEm

Tina North

Who are you and how old are you?

My name is Tina Nord, I’m 36 years old and marketing expert from Berlin.

What you do for a living?

Currently I am the head of the growth team of the Berlin-based tech company EyeEm. I am also a spokesperson, author and have my own blog on artificial intelligence, lern-wie-maschinen.ai. Since January 2019 I also represent the international network Women in AI in Berlin.

What is your special topic as a speaker?

I’m talking about different topics, but mainly about the combination of artificial intelligence and content marketing. From time to time, however, my experiences as a leader or personal career steps are the subject of my lectures.

How did you find your way to the digital industry as a woman?

In my first job, I was responsible for the company blog as a working student in (at the time) Startup Betreut.de. At that time online content was hardly common and there was no empirical value. I have learned a lot through simple trial and error. Mistakes are a very valuable resource and can lead you to success step by step. That was the same with the blog – at some point he was persuasive enough to make a magazine out of it. And that put me straight into a leadership position with another ecommerce company after a year.

What would you advise women who also want to make a career in the digital industry?

I would pay attention to the proportion of women when choosing my employer. Are there women in management positions, possibly even in the management (unfortunately still a rarity – especially in the digital industry)? A company in which the top three hierarchy levels are manned by men often drastically shortens the career ladder for women. I also have good network experiences. Connect with other women and men in your field. Search specifically for the exchange and transfer of knowledge. Ideally, you will find a company that will continually promote your advancement and provide an environment in which you can fully develop your professional skills.

Why do you think a purely female event needs it?

It’s actually unbelievable, but many conferences are still dominated by predominantly male speakers. I myself was the quota woman at certain events, so the only female speaker. This is similar to the music: Almost all major festivals exclusively book male bands as headliners. It is often said that this is a pipeline problem – there are simply no female speakers. An event like the Digital Marketing Kick-Off proves impressively that this justification is an excuse.

Which digital topics are particularly exciting for you in 2019?

2019 is like no other year before the sign of artificial intelligence. Whether business, politics or religion – almost every major event deals with this topic. There is a lot of talk about it, but there is still far too little practical application. I think more intelligent systems will find their way into the offices this year, triggering an automation process. I am very much looking forward to further developments in this context.

Jenny Morys, Graduate Psychologist and Sr. Consultant, ConversionKRAFT

Jenny with logo

Who are you and how old are you?

Jenny Morys, 42, a psychologist and mother of two daughters


What you do for a living?

Among other things, I make sure conversion power is such that e-commerce projects are viewed through the user’s goggles. My goal is to make our work better and more customer-centric with the help of psychological insights.

What is your special topic as a speaker?

This year is about emotional and psychological aspects of brand perception. But I mainly deal with the so-called behavior patterns. These are psychological patterns of behavior that influence our motivation and thus our actions as people and customers.

How did you find your way to the digital industry as a woman?

I’ve always liked technology and computers. I’m a pre-internet kid, but I was surprisingly good at computer science at school, at least “for a girl”. In Psychology I also dealt with topics such as software ergonomics, I found that exciting. During my studies, I met my husband in the mid-90s who was about to start an internet agency with a buddy. Crazy thing. It was all new and exciting, and I got on with it. Firstly, in addition to studying temporary, later full-time. In the beginning we were almost only men in the office, but that has changed a lot in the last ten years.

What would you advise women who also want to make a career in the digital industry?

I think it is a very good time for women to enter or develop in this industry. Women should be self-confident, and more confident. In this industry, there are so many exciting ways to go your own way! I believe that some women are unaware of how well they fit into the digital world with their qualities and abilities. Sometimes you have to think outside the box.

Why do you think a purely female event needs it?

Alone, to draw positive attention to how many great women there are in this industry. And maybe also to encourage other women to get involved in this industry. For some years now, I have been meeting more and more women who have completed training or studies in this field and are very successful and happy with what they are doing. I hope that will be more in the future!

Which digital topics are particularly exciting for you in 2019?

I am very interested in the topic “Voice Services”. I find it very exciting how it will change our internet usage in the future.

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Lea Manthey, Head of Marketing DACH & CEE, Meltwater

Lea

Who are you and how old are you?

I’m Lea Manthey, 29, and election Berliner for about five years.

What you do for a living?

As Head of Marketing for DACH & CEE, I am responsible for developing and implementing a B2B marketing strategy for our German-speaking markets as well as the Central and Eastern European market. It’s all about expanding our current base of 30,000 customers, of course, but also about making Meltwater known as a brand and showing what opportunities Media Intelligence can offer companies in the information age – both for the communications department and product development, HR, Shopping etc.

What is your special topic as a speaker?

Social media, influencers and content marketing in the B2B marketing mix – from employee advocacy to lead generation to performance measurement in terms of corporate goals

How did you find your way to the digital industry as a woman?

I originally wanted to go into classical advertising and initially studied language & communication and business administration. Later, I took interest in computational linguistics and text technology and at the same time took over an SEO project in my former job in a pharmaceutical startup. I was immediately fascinated by the topic, that so much can be made measurable and iteratively improved, which is not taken into account in classical advertising – or in marketing, as one learns in business administration. After my final project on the relevance of linguistic factors for online marketing, I started my first full-time job at a SaaS-based company in Berlin in 2015 and have remained faithful to the industry ever since.

What would you advise women who also want to make a career in the digital industry?

Just try it, look for role models and dare to ask! The job profiles are incredibly diverse and the industry is developing so fast that there is always something new to discover, explore and learn. As a result, the industry is very much alive with networking and almost everyone is happy to share their knowledge with you – you just have to ask.

Why do you think a purely female event needs it?

At many conferences, the line-up is very masculine – and often very similar – making the events interchangeable. However, from an organizer’s point of view it is often not easy to find new speakers, so that one resorts to established speakers and gets caught up in a vicious circle. With a purely female line-up, you can not only train your own abilities, but also create role models for future speakers, so that the speaker and topic landscape becomes more diverse and new perspectives become part of the discussion.

Which digital topics are particularly exciting for you in 2019?

Influencer marketing must now grow up and remains an exciting topic. I also find the topic of chatbots and conversational marketing exciting and, especially in the B2B area, the “Mobile First” approach, which you really can no longer ignore.

Kathleen Jaedtke, Regional Marketing Lead DACH, HubSpot

Kathleen Jaedtke

Who are you and what do you do for a living?

My name is Kathleen Jaedtke and as Regional Marketing Manager DACH I manage a German-speaking team of marketers at the international tech company HubSpot. Before joining HubSpot, I managed the content marketing activities for Germany, Austria and Switzerland for a leading European e-commerce company and successfully set up several international SEO teams.

What is your special topic as a speaker?

I deal intensively with the topic Artificial Intelligence (AI). On the one hand with the application possibilities of AI in marketing, on the other hand with the challenges, limits and consequences for society. Together with my partner in Crime Tina Nord, I started the blog like learning machines in April 2018. Our articles are intended as a sharing of knowledge for all who are also enthusiastic about these booming technologies but have no technological background.

How did you find your way to the digital industry as a woman?

Like many others, I came to online marketing as a career changer. After my stay abroad in India, I searched for the right entry for me in Berlin. It was the year 2009 and online boomed – accordingly, the job portals were full of jobs around all digital. With online marketing, I had no deeper points of contact until then – SEO was my entry. I worked on the subject and quickly got more responsibility.

What would you advise women who also want to make a career in the digital industry?

Find your passion. The digital industry offers an incredibly wide range of exciting roles – from marketing to product to IT. Network with experts, attend conferences, find mentors, invest in your training and start your own small projects.

Why do you think a purely female event needs it?

If we look at the line-up of many conferences, then women are under-represented as speakers. This is certainly due to too few applications – often due to lack of practical experience. It is easier to assert oneself in this still strongly male-dominated environment when women bring experience and self-assurance. Achieving them is easier in the context of a 100% Women Power Conference.

Which digital topics are particularly exciting for you in 2019?

I am currently dealing with the topic Chatbot. That almost sounds like it’s out again, because it’s not the big hype topic like it was two to three years ago – but often it’s just talked about, but not tackled. So far I have not been able to gain so much practical experience – that’s different this year.

Jana Würfel, Head of Growth Operations DACH, Pinterest

Jana Wuerfel

Who are you and how old are you?

Jana Würfel, 39, Head of Growth Operations at Pinterest Germany.

What you do for a living?

As Head of Growth DACH at Pinterest, I am responsible for user growth in the markets of Germany, Austria and Switzerland. This includes content and growth marketing, product marketing and collaboration with brands, publishers and influencers.

What is your special topic as a speaker?

I use Visual Discovery to talk about how brands on Pinterest can reach new audiences and engage people early on in their inspirational process before they choose a product or brand.

How did you find your way to the digital industry as a woman?

That came step by step. I came into contact with the digital industry for the first time back in 2001, when I designed websites for a website designer. After studying social and business communication, I initially advised large corporations on the agency side. After that, I deliberately switched to the startup industry and led the international marketing team at the online marketplace DaWanda. Moving to Pinterest in 2014, a global Silicon Valley company, was the ideal next step for me, and I still learn something new every day – because the digital world is spinning very fast. That makes up for me even today the charm, it never gets boring.

What would you advise women who also want to make a career in the digital industry?

Go for it! Trust in your abilities and realize that there are many and great opportunities out there waiting for you. The digital industry is evolving fast and I can only say from my own experience that global digital companies in particular have realized that diverse teams are the better teams – and of course not only in terms of gender, but also in terms of background, nationality, Expertise or age. Everyone brings a special talent and especially women should not sell below their value – they are essential for the success of a company.

Why do you think a purely female event needs it?

Many panels and podiums are still dominated by men. It is therefore important for me that experts from the industry get even more visibility and I am very happy to speak with such great and inspiring women at the DMK.

Which digital topics are particularly exciting for you in 2019?

Pinterest is all about visual discovery and how we can inspire people with visual content. Above all, the visual discovery online significantly changes our purchasing behavior. The technologies involved are still in their infancy and we are proud that Pinterest is a pioneer here.

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