Gina Miele, Project Manager in Advertising Technology
As a Project Manager for a leading advertising software platform, Gina is at the intersection of media and technology. She works closely with the Vice President of Product and Partner Solutions to strategize, coordinate and execute B2B integrations that streamline the advertising ecosystem.
Gina’s ad tech skills are well informed by her studies in marketing and communication, plus a strong interest in her industry’s latest news and technologies. She believes in empowering women with the tools and resources to grow in STEM careers, and never misses an opportunity to help or support her vast network. Follow her on Twitter at @gbinamarie.
On school:
I majored in Communication Studies and double-minored in Marketing and Spanish. Candidly - I didn't know exactly what I wanted to do post-grad, so I tried to cast a wide, marketable net with my studies. I knew what I found interesting; just not exactly what I wanted to do with those interests. So although ad tech was unanticipated, I actually do think it's a great fit because it's progressive, growing and arches over a combination of disciplines. By luck or accident, both my Communication Studies major and Marketing minor apply well to my current position. I did take a handful of Advertising courses and I remember digging up old notebooks as a new hire to brush up on media math. And although it tends to get a bad rap, a Communication Studies major is a great thing to have in your back pocket when you're a project manager, as it's a job that can require some interpersonal finesse. When you're trying to convince people to cooperate and be productive, effective communication skills are more valuable than all the industry knowledge in the world.
On internships:
I had two great internships while I was in college, and both with major television networks. Since the television industry is very competitive, both were unpaid, but still involved a rigorous application process, multiple interviews and a great deal of networking to get through the door. I've always had a certain fondness for the TV industry (fueled by childhood dreams of being a news anchor) and absolutely loved living in that world for both of those summers. However, graduating in 2009 into a post-stock-market-crash hiring freeze taught me that sometimes the most high-profile jobs can be the most unstable. Getting hired by either company was a pipe dream, considering they were already laying off existing employees. So no – unfortunately, my internships did not bridge me to my current position. No complaints, though; I'm quite happy where I am. And since TV is a big facet of the advertising industry, I still get to live in that world a little bit, with a lot more job security.
On tools and resources:
Basic Word, Excel and PowerPoint skills are a must, but the main application used by project managers is Microsoft Project. There are alternatives, but MS Project provides most of the groundwork. I'm self-taught and it's a complicated application, which creates a definite love/hate relationship, but I certainly wouldn't be able to function without it.
On her current role:
In my opinion, at a high level the role of a project manager has three major responsibilities: planning, monitoring, and communication. For any given project you're assigned to manage, your job is to create a project plan (which is basically a chronological list of all the tasks needed to accomplish an end goal, with corresponding timing and resource allocation), to make sure that the plan is carried out while mitigating any risks/roadblocks that can (and will) come up, all while ensuring that the lines of communication stay open and productive between internal and client resources. An inside joke among project managers is that our job is to 'herd cats' - and it couldn't be more true. Much like independent, rogue-minded cats – every project will have its fair share of moving parts, unexpected roadblocks and uncooperative resources. A project manager's job is to assess that chaos, problem solve, and figure out a way to bring the people and parts back together to complete the goal. Given that, I'd say that uncooperative people would be my least favorite part to manage - it's frustrating to put effort into something and not have it reciprocated. And my favorite part is the feeling of accomplishment when a difficult project comes together, and is ultimately a success as a result of your hard work.
Advice:
As I mentioned earlier, I didn't really know what I wanted to do yet while I was in college – but I do like where I've ended up. And I don't think I would have ended up here unless I hit every stepping stone on the way to figuring it out. To be completely honest, I didn't even know that Project Managers existed while I was in college (at nearly every company, no less) to be able to consider the career an option. So in that sense, I'd tell my college self not to worry about it so much. If I were giving advice to a young professional similar to myself, who doesn't yet have an end-goal career path in mind – I'd tell them to try lots of things, to figure out first what they don't want to do, which will hopefully lead them on a path to what they do want to do. Join clubs, accept opportunities, and explore uncharted territory; all of these things will teach you about yourself, what you like and what you're good at.
On professional organizations:
I’m actually a recently-signed member of an organization called ‘Women in Technology,’ which focuses on women in STEM roles (science, technology, engineering, and math). Currently only 25% of employees in these roles are female – and this organization seeks to empower these women with the professional skills and knowledge to succeed in their careers. Since I’m accustomed to being the only woman in many of the meetings I attend, this really resonates with me. I’m still new to the group at this point, but I’m excited to see where it takes me. On a smaller scale, I’m also a member of some LinkedIn groups that I find helpful, namely ‘The Project Manager Network.’ It’s basically a one-stop shop for project managers to share advice, technology, job opportunities, and networking tips – anything to make the day a little bit easier to tackle. The Internet (and LinkedIn specifically) offers the unparalleled opportunity to connect with people who share your professional position, from a variety of industries and from all over the world. The technology of our time essentially puts the world at our fingertips – and it’s a wonderful thing to take advantage of.
On the biggest news in the advertising technology industry:
A topic that is huge right now, and is changing the entire advertising landscape, is the concept of digital/broadcast media convergence. The traditional and digital worlds have competed since the Internet’s existence, and they both bring different advantages to the table. TV advertising still reigns king (think multimillion dollar Super Bowl spots), but the digital landscape is growing and evolving at a breakneck pace (think of how often you’re looking at a computer screen, tablet or mobile device). Digital advertising allows for better targeting and measurement than traditional media, but the downside is fragmentation.
Traditional advertising has the potential to reach millions of people at any given moment, but how many of those people are the ones you actually want to reach? As more of these conundrums emerged, the more people started to realize that the answer probably lies somewhere in the middle. Aren’t the eyeballs that are watching NBC at prime time the same ones that are watching YouTube on their lunch break? And the ears that are listening to Z100 in the car, the same that are listening to Pandora at the gym? And if they are – how should that affect the way advertisements are bought and sold? The basic result is a collision of media worlds. And consequently, agencies are demanding better planning and reporting capabilities to ensure they’re optimizing their campaigns cross-media. The line between the traditional and digital worlds blurs a little bit more each day, and since my company sits right at the heart of the advertising industry, our primary goal is to bridge those worlds as seamlessly as possible. And given the order of magnitude of this task, I think we’ll be busy for quite a while.
Gina’s ad tech skills are well informed by her studies in marketing and communication, plus a strong interest in her industry’s latest news and technologies. She believes in empowering women with the tools and resources to grow in STEM careers, and never misses an opportunity to help or support her vast network. Follow her on Twitter at @gbinamarie.
On school:
I majored in Communication Studies and double-minored in Marketing and Spanish. Candidly - I didn't know exactly what I wanted to do post-grad, so I tried to cast a wide, marketable net with my studies. I knew what I found interesting; just not exactly what I wanted to do with those interests. So although ad tech was unanticipated, I actually do think it's a great fit because it's progressive, growing and arches over a combination of disciplines. By luck or accident, both my Communication Studies major and Marketing minor apply well to my current position. I did take a handful of Advertising courses and I remember digging up old notebooks as a new hire to brush up on media math. And although it tends to get a bad rap, a Communication Studies major is a great thing to have in your back pocket when you're a project manager, as it's a job that can require some interpersonal finesse. When you're trying to convince people to cooperate and be productive, effective communication skills are more valuable than all the industry knowledge in the world.
On internships:
I had two great internships while I was in college, and both with major television networks. Since the television industry is very competitive, both were unpaid, but still involved a rigorous application process, multiple interviews and a great deal of networking to get through the door. I've always had a certain fondness for the TV industry (fueled by childhood dreams of being a news anchor) and absolutely loved living in that world for both of those summers. However, graduating in 2009 into a post-stock-market-crash hiring freeze taught me that sometimes the most high-profile jobs can be the most unstable. Getting hired by either company was a pipe dream, considering they were already laying off existing employees. So no – unfortunately, my internships did not bridge me to my current position. No complaints, though; I'm quite happy where I am. And since TV is a big facet of the advertising industry, I still get to live in that world a little bit, with a lot more job security.
On tools and resources:
Basic Word, Excel and PowerPoint skills are a must, but the main application used by project managers is Microsoft Project. There are alternatives, but MS Project provides most of the groundwork. I'm self-taught and it's a complicated application, which creates a definite love/hate relationship, but I certainly wouldn't be able to function without it.
On her current role:
In my opinion, at a high level the role of a project manager has three major responsibilities: planning, monitoring, and communication. For any given project you're assigned to manage, your job is to create a project plan (which is basically a chronological list of all the tasks needed to accomplish an end goal, with corresponding timing and resource allocation), to make sure that the plan is carried out while mitigating any risks/roadblocks that can (and will) come up, all while ensuring that the lines of communication stay open and productive between internal and client resources. An inside joke among project managers is that our job is to 'herd cats' - and it couldn't be more true. Much like independent, rogue-minded cats – every project will have its fair share of moving parts, unexpected roadblocks and uncooperative resources. A project manager's job is to assess that chaos, problem solve, and figure out a way to bring the people and parts back together to complete the goal. Given that, I'd say that uncooperative people would be my least favorite part to manage - it's frustrating to put effort into something and not have it reciprocated. And my favorite part is the feeling of accomplishment when a difficult project comes together, and is ultimately a success as a result of your hard work.
Advice:
As I mentioned earlier, I didn't really know what I wanted to do yet while I was in college – but I do like where I've ended up. And I don't think I would have ended up here unless I hit every stepping stone on the way to figuring it out. To be completely honest, I didn't even know that Project Managers existed while I was in college (at nearly every company, no less) to be able to consider the career an option. So in that sense, I'd tell my college self not to worry about it so much. If I were giving advice to a young professional similar to myself, who doesn't yet have an end-goal career path in mind – I'd tell them to try lots of things, to figure out first what they don't want to do, which will hopefully lead them on a path to what they do want to do. Join clubs, accept opportunities, and explore uncharted territory; all of these things will teach you about yourself, what you like and what you're good at.
On professional organizations:
I’m actually a recently-signed member of an organization called ‘Women in Technology,’ which focuses on women in STEM roles (science, technology, engineering, and math). Currently only 25% of employees in these roles are female – and this organization seeks to empower these women with the professional skills and knowledge to succeed in their careers. Since I’m accustomed to being the only woman in many of the meetings I attend, this really resonates with me. I’m still new to the group at this point, but I’m excited to see where it takes me. On a smaller scale, I’m also a member of some LinkedIn groups that I find helpful, namely ‘The Project Manager Network.’ It’s basically a one-stop shop for project managers to share advice, technology, job opportunities, and networking tips – anything to make the day a little bit easier to tackle. The Internet (and LinkedIn specifically) offers the unparalleled opportunity to connect with people who share your professional position, from a variety of industries and from all over the world. The technology of our time essentially puts the world at our fingertips – and it’s a wonderful thing to take advantage of.
On the biggest news in the advertising technology industry:
A topic that is huge right now, and is changing the entire advertising landscape, is the concept of digital/broadcast media convergence. The traditional and digital worlds have competed since the Internet’s existence, and they both bring different advantages to the table. TV advertising still reigns king (think multimillion dollar Super Bowl spots), but the digital landscape is growing and evolving at a breakneck pace (think of how often you’re looking at a computer screen, tablet or mobile device). Digital advertising allows for better targeting and measurement than traditional media, but the downside is fragmentation.
Traditional advertising has the potential to reach millions of people at any given moment, but how many of those people are the ones you actually want to reach? As more of these conundrums emerged, the more people started to realize that the answer probably lies somewhere in the middle. Aren’t the eyeballs that are watching NBC at prime time the same ones that are watching YouTube on their lunch break? And the ears that are listening to Z100 in the car, the same that are listening to Pandora at the gym? And if they are – how should that affect the way advertisements are bought and sold? The basic result is a collision of media worlds. And consequently, agencies are demanding better planning and reporting capabilities to ensure they’re optimizing their campaigns cross-media. The line between the traditional and digital worlds blurs a little bit more each day, and since my company sits right at the heart of the advertising industry, our primary goal is to bridge those worlds as seamlessly as possible. And given the order of magnitude of this task, I think we’ll be busy for quite a while.