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Women in Marketing: Trends, Opportunities, and Crafting Success

By Martina Mascali, Monster Contributor
woman siting at laptop simling at camera

In an industry pulsating with innovation like marketing, women are not just riding the wave; they’re creating ripples of their own. Data shared by the U.S. Department of Labor tell us that there are more women in marketing managerial roles than men, 61.6% to 38.4% in fact.

Even so, women marketing managers are sadly paid less than men. Their median annual earnings are $82,701 whereas for men it’s $103,449. This means women managers in marketing earn 79.9% of their male counterparts. And the gap increases even more for women of color.

These statistics highlight both the strides made by women in marketing and the challenges that still exist. But it’s not all about stats and facts; it’s about stories, strategies, and success blueprints. As we delve deeper into the realm of women in marketing, we’ll uncover the latest trends, growing opportunities, and masterful ways to achieve success.

Introduction to Women in Marketing

Marketing, a world where stories meet strategies, has witnessed significant transformations over the years. But among its most compelling narratives is the rise and role of women in shaping this ever-evolving domain. To truly appreciate their current impact, it’s essential to first delve into the historical background and trace the ascent of women in the marketing field.

In the early 20th century, marketing was a male-dominated sphere. Even though women were responsible for 75-85% of consumer spending, in the 1930s men outnumbered them as advertising agents nearly eight-to-one. Thanks to pioneers like Helen Lansdowne Resor, often dubbed the “first lady of advertising”, many women began to challenge the status quo.

As the years progressed, the post-war era steered in new consumer needs, and the marketing world responded. The 1950s and 60s saw the rise of more women working in marketing, albeit often in the shadows of their male peers.

In the latter half of the 20th century, there was a surge in feminist movements demanding equality across all professional fields. Since then, the marketing industry began to recognize the untapped potential of women, not just as consumers, but as marketers, strategists, and leaders.

Today, women in marketing are no longer mere participants, but they play an indispensable role in shaping and driving the industry forward. The world of marketing as we know it today is, in large part, a testament to the countless contributions of women. Their historical journey serves not only as inspiration but also as a reminder of the transformative power of diverse voices in any industry.

Perks of Having More Women in Marketing

Having more women in marketing not only benefits the industry but also has broader implications. Here are the most important:

  • Helps get rid of gender stereotypes and bias in ads. Research by Kantar Group found that in advertisements, women are more likely to be shown in the kitchen while men are more likely to be shown at a sporting event, pointing to existing gender stereotypes.
  • Meet the needs of female entrepreneurs. With women’s entrepreneurship growing around the world, this has an impact on the marketing industry as well. Entrepreneurs often play a crucial role in marketing their businesses and in the U.S., women founders account for 41% (10.9 million) of businesses without paid employees and 19.9% (1.1 million) of employer-based businesses.
  • Offer a diverse perspective. Women bring unique experiences and viewpoints, which can lead to more innovative, inclusive, and comprehensive marketing campaigns. Diverse teams are often more creative, can approach problems from multiple angles, and create well-rounded campaigns that appeal to a wider audience.
  • Enhanced emotional intelligence. Studies suggest that women often score higher in certain aspects of emotional intelligence, such as empathy. This can lead to more emotionally resonant marketing campaigns, which can be more effective in reaching and influencing audiences.
  • Identify gender issues in product or service access. A balanced marketing team can ensure that products and services cater to both genders effectively. Women can identify access gaps in products or services to find where they might not meet the needs of female consumers.

Latest Trends Championed by Women

In the dynamic landscape of marketing, staying ahead means riding the waves of the latest trends. Notably, women are not only adapting to these opportunities but are also often the driving forces behind them.

From leveraging the power of the digital realm to ensuring genuine representation in campaigns, women are setting the pace and direction for the industry. Let’s delve into two such impactful trends steered by women.

Digital Innovation and Women

The digital sphere has dramatically reshaped marketing, and women are at the helm of this transformation. Their prowess is evident in the rapid adoption and optimization of digital tools, ensuring that marketing strategies are not just current but also future-ready.

One noteworthy trend is the rise of influencer marketing, where the dominance of female influencers is impossible to ignore. These women, with their vast and engaged followings, are redefining brand engagement, crafting authentic stories, and driving consumer trust in ways traditional advertising often can’t.

Here are some supporting statistics from the Influencer Marketing Report by Collabstr that analyzed data from 50,000 influencers and 20,000 brands and advertisers:

  • Influencers actively monetizing their content: 77% are female, 23% are male.
  • Creators offering user-generated content services: 82% are female, 18% are male.
  • Female influencers have the most followers compared to males, from 70 to 90% depending on the platform and follower count. As the number of followers increases above 100,000, the gap gets smaller.

Authentic Representation in Advertising

Beyond the digital realm, there’s a pressing call for authenticity in advertising, and women marketers are heeding that call passionately. They recognize that today’s consumers crave genuine connections and relatable narratives.

Let’s take a look at some campaigns that move away from stereotypes and instead resonate with real-life experiences and aspirations:

  • Dove’s “Real Beauty”: This 2004 campaign led by Janet Kestin aimed to challenge the traditional beauty standards set by the media. Instead of using only models with traditional body types, Dove featured real women with diverse body shapes, sizes, and ethnic backgrounds.
  • Always’s “#LikeAGirl”: Launched in 2014, this campaign was a powerful attempt to redefine the phrase “like a girl“, turning it from an insult into a compliment. Led by Judy Joh, this award-winning campaign used video interviews to show how society’s perception of the phrase changes with age.
  • Nike’s “Dream Crazier” Campaign: In 2019, Nike released an ad narrated by Serena Williams that celebrated the achievements of female athletes and addressed the challenges and biases they face. The ad was a hit, particularly due to its authentic representation of women in sports and what they overcame.
  • Sephora’s “Identify As We” Campaign: In celebration of the LGTBQ+ community, this Sephora campaign showcased stories of gender fluidity and beauty. By presenting authentic stories, the ad resonated deeply with viewers.

Opportunities Seized by Women in Marketing

By identifying and seizing opportunities that resonate with contemporary audiences, women in marketing are crafting a more inclusive and effective playbook for the industry. Their impact is particularly felt in areas like niche marketing, where attention to detail and authenticity is paramount, and in the global arena, where cultural nuance becomes key.

Niche Marketing and Communities

In today’s saturated market, the ‘one size fits all’ approach no longer holds water. Brands are looking to create deeper connections, and that’s where niche marketing comes in.

Niche marketing is the strategy of targeting a specific segment or demographic within the broader market, often characterized by particular interests, needs, or identities. It shifts the focus towards fostering communities and directly targeting niche audiences with tailored content.

Women in marketing have a natural knack for identifying underserved segments and harnessing the power of niche communities. By authentically addressing these niches, they not only serve these communities better but also pave the way for more inclusive marketing practices.

Here are a few reasons why women excel in this domain:

  • Empathy and intuition: Historically, women have been celebrated for their high emotional intelligence, allowing them to understand and empathize with diverse audiences deeply. This skill is vital in niche marketing, where understanding and catering to the specific needs of a small group is paramount.
  • Inclusive perspective: As women have often been the subjects of exclusion or misrepresentation in media and advertising, they bring a unique perspective to the table. This experience provides them with an innate understanding of the importance of representation, making them more attuned to the needs of niche communities.
  • Active listening: Genuine engagement is a cornerstone of successful niche marketing. Women’s inclination towards active listening enables them to decipher the subtle nuances of what a community truly desires, leading to more tailored and resonant marketing strategies.

Check out these examples of women in marketing leveraging niche communities:

  • Black beauty industry. The rise of the black beauty industry owes much to niche marketing and communities. Women like Pat McGrath, with her cosmetic line, and influencers like Jackie Aina, have championed inclusivity in beauty, addressing the specific needs of black women that were long ignored by mainstream brands.
  • Plus-size fashion. Women like Gabi Gregg (also known as GabiFresh) and Nicolette Mason identified a gap in the fashion market for stylish plus-size clothing. Their blogs and subsequent clothing lines have significantly influenced the industry, leading to more brands recognizing the potential of this niche market.
  • Sustainable feminine care. Women entrepreneurs, like the founder of Diva Cup, have tapped into the niche community of environmentally conscious women. By addressing both sustainability and the specific needs around women’s menstrual health, they’ve successfully carved out a significant market share in the feminine care industry.

Expanding Into Global Markets

Thanks to digital advancements, the world today is more connected than ever. For marketers, this means a playground that’s not just local but global. Women, with their unique perspectives and capabilities, have proven to be instrumental in guiding brands successfully into global territories.

Let’s take for example the marketing strategy of PepsiCo under the leadership of former CEO Indra Nooyi, who nearly doubled the company’s revenue during her 12-year term. She’s a great promoter of running inclusive businesses and cultural sensitivity in marketing. Under her leadership, PepsiCo innovated its product line to cater to local tastes across different countries.

Another example of women excelling in global marketing is Bozoma Saint John, who worked at major companies like Apple Music, Uber, and Netflix. Her understanding of diverse cultures and how marketing can spur social change has been instrumental in making brands resonate universally.

Global marketing involves adjusting a company’s marketing strategies to adapt to the conditions of other countries. Here’s how women can help with that:

  • Cultural sensitivity: Women in many societies are traditionally the caretakers and communicators, roles that require a deep understanding of emotional and cultural nuances. This background helps many women in marketing to approach global campaigns with a level of sensitivity and respect for different cultures.
  • Adaptability: Adapting to the ever-changing global market requires flexibility. Women, having often juggled multiple roles in personal and professional spheres, often display remarkable adaptability, making them well-suited for the dynamic nature of global marketing.
  • Collaborative approach: Women’s tendency towards collaboration and inclusivity often means they’re more open to input from diverse teams, local experts, and global partners. This collaborative mindset ensures that global campaigns are more locally relevant and resonate better with the target audience.
  • Holistic perspective: Women often approach challenges with a holistic perspective, considering various factors and implications. In a global context, this means they’re more likely to foresee potential challenges and opportunities in new markets and act proactively.

Women in Marketing: Crafting Success

Success in the marketing arena isn’t just about talent, knowledge, or experience; it’s also about connectivity, mentorship, and resilience. Let’s delve into how women are crafting their success narratives and rising to the storefront of the marketing world.

Network and Mentorship

The essence of growth in any profession often lies beyond the realm of textbooks and conference rooms. It’s nestled within the valuable lessons shared by a mentor, or the opportunities unraveled by a network.

Women in marketing can rely on a plethora of organizations and groups dedicated to their upliftment. These platforms offer a safe space for sharing experiences, insights, finding mentors, and opportunities.

Some of the most renowned networking groups for women include:

  • Women in Marketing (WiM): A global network that recognizes the achievements of women in the industry. It offers events, seminars, and awards to spotlight female talent.
  • SheSays: A global network focused on the engagement, education, and advancement of women in the digital and creative sectors.
  • Girls in Marketing: A community aimed at providing resources and a platform for women starting or progressing in their marketing careers.
  • Lean In: Founded by Sheryl Sandberg, Lean In offers women ongoing inspiration and support to help them achieve their goals. You can participate in or create “Lean In Circles”, which are small groups that meet regularly to learn and grow together.
  • Women in Tech SEO: A support network aimed at women in the technical SEO field, but its concepts and networking events are valuable for women in the broader digital marketing landscape.

One of the most impactful catalysts for career growth is mentorship. Real-life examples abound:

  • Sheryl Sandberg and Larry Summers: Before Sandberg became Facebook’s COO, Summers, her professor at Harvard, mentored her. Their professional paths intersected several times, and Summers provided guidance that played a significant role in shaping Sandberg’s outstanding career.
  • Oprah Winfrey and Maya Angelou: While not directly in marketing, Oprah’s brand is a marketing titan. The media mogul frequently credited the late Maya Angelou for being a guiding force in her life and career. Angelou’s wisdom played a pivotal role in how Oprah approached her brand and audience.

Overcoming Challenges and Breaking Barriers

Every successful career trajectory has its fair share of hurdles, but with resilience and strategy, you can transform them into lessons learned and steppingstones. Check out these strategies women can use to overcome challenges, break barriers, and pave the way for others in the marketing world:

  • Leverage online presence and self-promotion: Women often shy away from self-promotion. However, highlighting one’s achievements, especially in a competitive field like marketing, can make a difference. Tools like personal blogs or social media can serve as platforms to enhance visibility and showcase accomplishments. Moreover, a robust online presence often acts as a real-time resume for potential employers.
  • Continuous learning and skills enhancement: Staying updated with the latest trends, technologies, and strategies in marketing can give women an edge. Online platforms like Coursera or Udemy offer courses in various marketing domains.
  • Seek feedback and constructive criticism: While it might feel daunting, seeking feedback can actually be a game-changer. Constructive criticism can highlight areas for improvement and offer insights that one might not have considered.
  • Tailor your resume, cover letter, and portfolio: Customizing the application material for each job application is how you get noticed in the competitive marketing world.
  • Recognize your value: One of the foremost steps in breaking barriers is acknowledging the skills, experience, and unique perspectives you bring to the table and how they translate monetarily in the job market. Gain insights into how much marketing jobs pay in your area with Monster’s Salary Tool. For example, as a product marketing manager in San Francisco, you could earn between $80,041 to $144,756 per year.
  • Network: Regularly attending industry events, webinars, or workshops can open doors to marketing jobs not listed on job boards. Building relationships with professionals in the field can also lead to referrals.

Resources for Women in Marketing

We have many resources to help you thrive in your marketing job search. Browse our marketing resume examples and marketing cover letter examples, learn all the tips and tricks, and increase your application success rate.

Plus, we have hundreds of interview questions and advice articles to help you prepare and succeed in even the toughest interviews, as well as career paths guidance and much more. For example, check out:.

Resumes

Cover Letters

Interview Questions

Career Paths

The Future of Women in Marketing

As we look ahead, we can expect several trends and shifts spearheaded by women in the marketing world.

  • Emotional intelligence in advertising: Given the demand for authenticity and genuine brand connection among modern consumers, it’s easy to anticipate even more campaigns led by women that tap into emotions and shared experiences.
  • Sustainable and ethical marketing: With more consumers becoming conscious of the sustainability and ethical practices of businesses, we will likely see a significant emphasis on green initiatives, ethical sourcing, and corporate responsibility. Under strong women leaders, brands like Patagonia and Eileen Fisher have already set significant precedents.
  • Inclusivity and diverse representation: Women, especially those from diverse backgrounds, understand the importance of representation in media. With more women working in marketing, we can expect a continued push towards more inclusive advertising. This will not just cater to diverse racial backgrounds, but also different body types, abilities, and more.

Become One of the Powerful Women in Marketing

Don’t let marketing opportunities pass you by. Start today by joining Monster, you can opt in to receive updates on new marketing jobs tailored for you, amplify your online presence, and position yourself at the forefront of recruiters’ minds. Post your resume and let the top-tier recruiters come to you.