To Advance Women, Pandora Spotlights the "Fempire"

Pandora for Brand39s quotPass the Micquot public service campaign is designed to promote leadership and diversity through audio As a leader in digital audio Pandora is uniquely positioned to invite female audiences to connect through communities for energy and inspirationIn podcasts shortaudio interviews and editorial interviews the campaign offers a window into how women like Stitcher39s Chief Revenue Officer Sarah van Mosel and PandoraSirius XM Chief Marketing Officer Denise Karkos have found success It also surveys exemplary leaders from media and marketing including Unilever39s Head of Beauty and Personal Care Media Jovan Martin and The Orchard39s Chief Operating Officer Colleen Theis who were both guests on Pandora39s Power of Audio podcastsvan Mosel says she tries to be as accessible as possible encouraging questions and asking them herself It39s important she says to encourage young women to share their ideas and to give them the appropriate credit quotWe can learn a lot from our younger colleaguesamp160 I want to be exposed to what feels important to them so I can pave the way for them to express thatquot van Mosel saidFor her part Karkos said its imperative that women share their stories quotYou can39t pass the mic forward if you don39t make yourself vulnerable and available to all the people that are going to follow in your footstepsquot she saidBuilding those bonds is at the core of the quotWelcome to the Fempirequot campaign Pandora launched its quotPass the Micquot initiative last year to harness the power of audio to advance diversity and inclusiveness For 2021 Pandora has committed to spotlighting successful women in audio advertising and marketing reflecting on their personal experiences and how they advise rising generations Pandora leads by example with women in top leadership positions including new Sirius XM CEO Jennifer Witz Karkos and Senior Vice President of Ad Innovation and B2B Marketing Lizzie Widhelm who39s team spearheads the quotPass the Micquot initiativePandora for Brands works with sister podcast company Stitcher and partner NBCUniversal to promote female empowerment and gender equality In a podcast interview Unilever39s Martin said women need to focus on building confidence quotBe the change that you want to see A lot of times we wait for other people to do things for us If you39re very passionate about it you have a powerful voice use itquot she commentedMartin is a passionate supporter of the CROWN Act an initiative launched in 2019 by Unilever39s Dove and the CROWN coalition which aims to ensure protection against discrimination based on racebased hairstyles So far nine states have passed the legislation Martin said it is vital for women to be allowed to wear their hair in its natural state at work and in school and that the legislation both protects and inspires them quotBeing your authentic self is so important and you want to know you can go to school or work and wear your hair the way you wantquot she saidOne quotFempirequot podcast host is doing her part Nidia Serrano Pandora39s senior director of marketing strategy who interviewed Unilever39s Martin hopes her personal journey will inspire young women particularly women of color A native of the Dominican Republic Serrano moved to the Bronx section of New York City she was in 9th grade and didn39t speak any English Even as she learned Serrano said she was selfconscious of her Spanish accent and that it took years to become comfortable with her voice Audio provided her role models and tools to gain confidencequotI did this by listening to people in powerful positions who sounded like me and listening to myself to get comfortable with my own soundquot Serrano recalled As a young media buyer and cultural strategist at media agencies first at Mediavest and later GroupM Serrano said she was guided by smart and strong women who encouraged her to speak up and speak oftenOne female manager offered Serrano powerful advice that still resonates with her todayquotYou are our cultural expert and the audience we are trying to reach People will listen to whatever you have to say so own itquot Serrano recalled quotThat statement alone gave me the confidence to speak up during meetings participate in panel discussions and speak on mainstagesquotNow Serrano is doing her part to pay it forward She plans to quotPass the Micquot to younger generations by encouraging them to love their voice and use it She speaks to high school students about careers in media and marketing manages a team of two and participates in several mentorship programs quotI do my best to share the spotlight with them and give them the tools they need to shine and find fulfillment in their workquot 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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To Advance Women, Pandora Spotlights the "Fempire"

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Alli Romano

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