Ambition, Dedication, Planning: Monica Glosson's Path to Success at Pandora

Like a successful ad campaign getting there took a combination of ambition dedication and planning As an ad innovation strategy associate at Pandora Glosson works with agencies and clients to develop sponsorship and advertising opportunities She also collaborates with Pandora39s ad sales team to provide insights and sales toolsA key part of Glosson39s job is marrying Pandora39s offerings with strategic sponsorship opportunities For instance in honor of Pride month Pandora created a custom station Qmunity Glosson worked with curation and brand marketing to package up a sponsorship opportunity enabling Pandora39s Sales team to recruit Xfinity as a launch sponsor Glosson said the partnership produced strong consumer and B2B coverage generating positive brand exposure for both companiesShe joined Pandora in 2018 just three years after graduating from the University of Georgia with a degree in journalism and advertising While it didn39t take long for her to arrive at the streaming audio company Glosson picked up invaluable experience along the way Like many inhouse ad execs Glosson started out on the agency side As an intern at BBDO in Atlanta she explored different departments soaking up as much experience as she could quotI wanted to network and explore opportunities within the organizationquot she said quotI started there as an educational learning pointquotThat experience laid the groundwork for her first fulltime job at another agency PHD Media When she was job hunting Glosson contacted a fellow UGA alumni and friend of her brother who worked at PHD in Chicago for guidance on breaking into the agency world That woman had an opening on her team and she offered Glosson a position working on the Kohler accountFor young professionals that kind of networking is critical she said quotSometimes it is awkward to make that introductionamp8230 but even if you have a distant point of contact even one mutual friend you can get in the door that wayquot Glosson said quotPeople are very open and receptive to thatquotRight now with so many students currently job hunting virtually or doing internships online Glosson said job seekers should ask a professor mentor supervisor or friend to make email introductions quotPlug into your direct contacts and ask them to make introductions to people you want in your network via email That way you39re making a mutual connection from the getgo and they39re usually more receptive to a familiar email address popping up in their inboxquot she saidWhile at PHD Glosson said she enjoyed the fastpaced agency life quotIt is great to be surrounded by so many young people and you learn something new every dayquot she saidAs part of the agency39s media strategy and planning team she got an education in all channels including radio TV digital and outofhome To help her grow professionally Glosson39s manager encouraged her to work on other accounts including strategy sessions and new business pitches She also volunteered to work pro bono on the National Safety Council campaigns quotYou want exposure to other clients and other business as much as possiblequot she notedWhen Glosson decided to relocate from Chicago to Los Angeles she took her own advice and once again tapped into her network At PHD she had worked with contacts at Pandora and identified it was a place she might want to work She wanted to go inhouse at a publisher and become the client So when a job posting for a strategic ad position opened up Glosson said it felt designed for her skill set and interestsAt Pandora Glosson is part of an allfemale team led by Lizzie Wildhem and it is a point of pride In fact Glosson said the team and Pandora39s overall commitment to diversity further attracted her to the positionIt also helps that Pandora39s focus on creative ad solutions and researchbacked planning seem tailormade for Glosson When she worked at PHD the account team kicked off their planning cycle with an indepth study of cultural dynamics digging into market trends and consumer behaviors For Kohler and other clients quotIt was a great way to level setamp8230how is technology evolving what are consumers doing are expectations different It was a great way set the stage and ask how does this apply to our target audiencequot Glosson explainedNow she undertakes a similar review for Pandora analyzing everything from consumer behaviors technology use and market trends quotIt is understanding what consumers wantquot she said quotHow are we leading that into our products What39s good for the listener is also good for the advertiser we want to make sure we are facilitating thatquot Glosson saidTo date one of Glosson39s biggest projects has been developing Pandora39s Music ampamp Mindsets Playbook a guide for the sales team to communicate Pandora39s research and capabilities to advertisers Using the company39s extensive listener data researchers can map emotions of 26 content genres and analyze listeners39 moods when they stream particular kinds of music From there salespeople can help clients identify the content that best communicates to their target audiences As part of the project Glosson wrote and published at the Pandora site Love is in the Air Along with 200 Other Moods an advertiser39s guide to understanding how music affects moodsWhen her supervisor assigned the project Glosson said it was quotchallenging yet empoweringquotquotIt was a great opportunity for someone at my age and experience level My manager put an idea on the table and trusted me to bring it to lifequot she saidClick the social buttons to share this story with colleagues and friendsThe opinions expressed here are the author39s views and do not necessarily represent the views of MediaVillagecomMyersBizNetamp160

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Ambition, Dedication, Planning: Monica Glosson's Path to Success at Pandora

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