In its aim to positively impact the number of women participating in the digital sector, The Drum recently profiled 30 of the very best women who represent the next generation of digital leaders, with our Head of Technical Services, Safiyya Riyadh making the cut.
We spoke to Safiyya to gain an insight into her career thus far, as well as probing her thoughts on the importance of this industry accolade as a whole.
Congratulations on making it into The Drum 30 under 30 Women in Digital 2013 list. What was it about your role as Head of Technical Services at Affiliate Window you feel caught the voter’s and judge’s attention?
Affiliate Window is a prestigious company within the digital industry with this being reflected in the numerous awards won by the network over the years. The Head of Technical Services is a senior role with my responsibility encompassing a team of 14 in the UK and the oversight of our US Technical team. Having a unique mix of technical and client service skills provides me with that extra edge in regards to many others within the digital marketing industry.
How does the existence of this accolade reflect general shifts within the performance marketing industry?
Whilst the ratio of males to females within marketing has always favoured females, online marketing has always remained the domain of males (much like IT). It is encouraging to see more females entering into the Digital and IT space and having role models in place to inspire them.
We all know this industry is vibrant and constantly changing. What has been your personal highlight of working in this sector so far?
There isn’t one particular thing that stands out. Having to adapt to an ever evolving landscape has been both enjoyable and challenging. New competitors, new technologies, savvier consumers all add up to make the role exciting.
Can you provide insight into a day in your shoes, working in the fast-paced technical services department at Affiliate Window?
No one day is the same within the Technical Services department. Whether it be finding unique solutions for programmes, working with third-party companies to solve problems or establishing processes and communicating this out to the rest of the business, I am lucky to have the autonomy to be innovative and quickly suggest new ways of doing business. This allows me to get involved with the initial development through to the end product/result and that’s just the morning shift….
You reflect the very best of the next generation of digital leaders. What will be your legacy?
Definitely not my tea making skills! . I would like to be remembered for my ability to break large tasks down into manageable chunks, steer my team in the right direction and actively promote their best achievements.
You can find the full list of Women making waves – The Drum 30 under 30 women in digital 2013 here.