Wunderman Health
In Wunderman Health, Becky has built a global division servicing Fortune 50 clients that represents one of the largest growth engines for the agency. An officer of WPP's Healthcare Communications Network, Becky has also shaped WPP's healthcare offering.
Becky has focused on integrating creativity and data throughout her career, which spans politics, relationship marketing, digital and healthcare. A longtime proponent of personalized marketing and a thought leader in trust-building, Becky helps clients earn the consumer confidence that drives engagement and activation. Wunderman Health's roster includes industry leaders GSK, Pfizer, Roche, Blue Cross Blue Shield and Fresenius.
Becky came to Wunderman as COO of the New York office and was subsequently elevated to president. She launched the agency's social listening capability, broadened its digital services and bolstered its focus on coupling creativity and data.
The first woman on Wunderman's executive team, Becky launched Women@Wunderman to strengthen the agency's commitment to attracting, developing and retaining more women in leadership roles.
How has your life experience made you the leader you are today?
I grew up in Gary, Indiana, a city known for diversity and Midwestern values. It taught me to appreciate divergent backgrounds and perspectives. Also, being the youngest of three children, I learned early on the importance of listening to multiple views while looking for ways to unite people around issues that matter - something that has served me well throughout my childhood as well as career.
How has your previous employment experienced aided your tenure at Wunderman Health?
I started out in politics and grassroots campaigning. That experience reinforced the importance of relevancy. People mobilize around an issue that has personal meaning to them. They vote for a candidate based on a position they really care about.
Even in my early days, when database marketing was in its infancy, I saw the importance of using data to understand the passions of people and then to apply it by delivering personalized communications. So in building Wunderman Health, it was important to create an agency that could help healthcare companies do exactly that - understand the needs of people and deliver personal, relevant communications that inspire action.
What is the most important lesson you've learned in your career to date?
Be conscious and deliberate about your brand. In my early years, I became known as someone who could fix problems, bring teams together and collaborate. This "label" often put me in certain teams or offices that were a mess. As I focused on my reputation and -importantly - the qualities that I wanted to be recognized for, I made a deliberate effort to shift from being known as a fixer to a builder and leader with influence.
Women in particular must avoid letting others define them and be mindful of how they are perceived.
What have the highlights and challenges been during your tenure at Wunderman Health?
Topping the list is building Wunderman Health from scratch. In 2010, I convinced Wunderman's CEO to allow me to build a separate vertical, and to do it in a way that leverages the strength and size of one of the world's largest digital agencies while being structured to be entrepreneurial, nimble and flexible.
When you're building something, the key challenge often is the many hats you're required to wear - agency head, new business lead, thought leader, HR manager and so-forth. One highlight of the job has been, over time, identifying the right people to fill those roles and creating a new frontier for people to develop. Because we have grown so rapidly, I've been able to give people opportunities to professionally grow into bigger roles and maximize their potential.
Which other female leaders do you admire and why?
I admire women who support and help other women. (It's a smaller list than you might imagine.) One woman who has devoted much of her life to this is Charlotte Beers. As the former chairman of Ogilvy, the Undersecretary for Colin Powell, author of "I'd Rather Be In Charge" and creator of "The X-Factor" (a WPP program focused on developing women), Charlotte demonstrates the possibilities for growth and variety in our careers. She shows us that there are always opportunities to progress and develop in new and rewarding ways, no matter the stage of your career.
What advice can you offer to women who want a career in marketing communications?
Fuel your ambition. With such a high percentage of women in the marketing communications profession, it's hard to believe that we still have so few women in senior leadership roles. Yes, organizations need to do a better job promoting women to senior ranks, but women need to claim their success and assert themselves.
How do you maintain a work/life balance?
I think the concept of work/life balance sets up a conflict between job and family/leisure. For me, work is very fulfilling. Through my job, I've expanded and grown in ways I never imagined. I think the concept of work-life integration is healthier and as a wife, mom and fitness fan, I carve out my days and weeks to achieve both personal and professional goals.
What do you think is the biggest issue for women in the workplace?
Women second guess themselves. They don't advance themselves and often pass up opportunities because they don't feel ready to assume greater responsibilities.
I learned how important it is to seize the moment, even if the timing is not perfect and it does not fit your plan, when I was offered a significant promotion while I had young children. At the time, I was a client services lead and offered the opportunity to be CEO. My oldest son was still young and I had just had my second son, so I turned down the job. When the individual who took the position did not work out, I was offered the role again and despite feeling nervous, I took it. Looking back at my career, it was one of the most significant decisions I made - giving me the opportunity for high visibility and global exposure that accelerated my career.
Women sometimes hold themselves back from opportunities because of self-doubt and guilt that they might be putting their careers ahead of other obligations, family or otherwise. I've learned the importance of being confident in your abilities and seizing opportunities as they come your way.
How has mentorship made a difference in your professional and personal life?
More than a mentor, I benefited from a sponsor. I think there is an important distinction between the two. A sponsor is a senior, influential person within your organization who recognizes your potential, will act as your internal champion and directly impact your career. They're an individual with who you can discuss your vulnerabilities and who will push you forward to advance within your organization.
Today, I think many young people do not recognize the value of a sponsor. People tend to jump jobs instead of identifying an internal sponsor, cultivating that relationship and staying close to that individual. In my experience, having a sponsor and loyally working with them has been one of my greatest career accelerators.
For me, a highlight has been finding people I want to sponsor and advocating for them and their careers. Regardless of where you are in your career, my advice is to find a sponsor and stay close to them.
What do you want to accomplish in the next year?
In the US, healthcare is at an incredibly transformational place, which presents exciting opportunities for communicators but also reveals a very real need for effective communications. Healthcare reform, changing demographics and the penetration of technology (e.g. electronic medical records, fitness Apps) have rocked the healthcare industry - for companies and for consumers.
One result has been an exploding amount of information that consumers face - information about different health insurance options, different types of treatment and so on. Using data, marketers have the opportunity to create better experiences for people and to help healthcare companies engage people in ways that inspire them to lead healthier lives.
We now have the tools to build bonds of trust between people and healthcare companies that want to make a difference. This year, my goal is to seize this opportunity and use it to better serve Wunderman Health clients and ultimately, the people they serve.