Member Spotlight: Kate Stoker

Each month AWC Austin highlights one very special member making a difference in the communications industry in Austin, Texas. Last month we had a chance to catch up with Kate Stoker, Global Campaign Manager at Dell. She’s an involved female leader in Austin, volunteering her time with a handful of organizations including Leadership Austin, the Young Women’s Alliance and Explore Austin. Read on to learn more about how she got to where she is today and what shifts she predicts we’ll see in digital communication.

AWC AUSTIN:  What originally prompted you to join AWC Austin?
JH:  I joined in May of 2010 during a move from one position to another.  I have an economics degree and most of my marketing expertise has come from on the job experience, which is incredibly important but you can also gain so much in learning from experienced, successful professionals.  I was looking to compliment my on-the-job experience in marketing with something that was more formal from people who are leaders in the industry.

AWC AUSTIN:  Tell me the most rewarding aspect of the organization.
JH:  I think you have a very broad range of members.  It doesn’t focus on simply one particular industry or role; it includes everything from advertising, marketing, strategy, PR, and others.  AWC Austin has a wide range of related industries and experience.  You can connect with people on your path, you can connect with mentors, you can serve as a mentor, and collaborate with other professions.  The national chapter also provides so many useful resources.  For example, the recent #AWCChat seems to be off to a good start.  Bringing together people from all over the country and funneling resources to those who are interested at that particular moment is no small feat.   Local, individual networking opportunities within each chapter coupled with successful and effective national resources are the two traits that stand out to me.

AWC AUSTIN:  Not only are you involved in AWC but you’re also incredibly active in several other organizations; Young Women’s Alliance (YWA), for example.  How did you get started in YWA and describe your experience.
JH:  I started in a sales position at Dell immediately after graduation.  I fell in love with Austin while I was attending UT and wanted to find a career that allowed me to continue living here.   I was completely focused on my career, putting all my time and energy into it when I realized that was not sustainable and that I needed that balance of social relationships and community in my life.  I had several friends that were involved in YWA so  I joined as a member in February of 2008 and took a board position in October, I prefer to jump right in to new opportunities.  This year serves as my fourth term on the board.  YWA offers wonderful blend of social aspects, friendships, professional development, and community leadership.  Members can pick and choose what aspects they are interested in, where they want to contribute, and set their own level of involvement.

AWC AUSTIN:  I spoke with Kate Voth last month and she was just kicking off the Leadership Austin Emerge Program.  What number one thing did you take away from the experience?
JH:  Leadership Austin has a lot of really wonderful programs.  Emerge is designed for young professionals looking for more preparation for community leadership, so it focuses on networking and discovering what each on is passionate about.  One of the things I really liked was that they forced us to do some difficult self-reflection.  I think the enthusiasm that young people offer is so valuable, but often they will just jump in wherever they can without putting careful consideration toward what is truly important to them, the program does a great job of walking participants through those tough conversations with themselves. Emerge also selects such a wide array of people from the program.  You will develop relationships with emerging leaders that represent so many different pieces of the Austin puzzle.  Those two factors stood out to me; they force you to consider your priorities and provide you with the opportunity to build great and unique relationships.

AWC AUSTIN:  How did a UT economics grad find her way to the marketing and advertising realm?
JH:  I chose economics because it was the hardest class I had taken, I was having trouble deciding on a major and economics challenged me but also was relevant to all sorts of professions, the trouble is that there is not a lot you can do with it after you graduate besides go back for a graduate degree.  Having worked my way through college, I had some sales experience and started in a sales position at Dell mostly just to hold me over until I found something I was really excited about.  I continued to develop my sales career and eventually, reached a place where I didn’t feel I was being challenged in the more strategic and creative ways I desired.  Marketing has always interested me and, after a couple conversations with some marketing colleagues, an opportunity found its way to me.  I started off as a Brand Associate managing internet security software and then moved into the Microsoft Brand Manager role, which was a unique combination of marketing and sales.  I loved it.  I managed the launch campaigns for Windows 7 and Office 2010 for Dell and Microsoft while I was in that role, which provided experience in several aspects of campaign management.   I often joke that since Microsoft didn’t have anything else to launch (because I launched all of them), I moved back into a Dell-centered role managing the global product launch campaigns for the small and medium business segment.  And as of two weeks ago, I now have a new role in B2B customer lifecycle management.

AWC AUSTIN:  What attributes have you found remain consistent throughout the roles you’ve held?
JH:  Listening is huge.  You have to understand your customers and talk to them in terms of why a product or service is important and beneficial to them.  Make it relevant and help them consider their options carefully.  Being creative, relevant and breaking through the clutter is also a challenge but it forces you to not cut corners.  If you cut corners, you’ve given up your advantage.

AWC AUSTIN:  What marketing shifts do you see happening in the global marketplace that you think people need to be aware of?
JH:  There’s definitely a shift toward digital communications.  Unfortunately, most of the advertising industry is going there which means communicators have to be  much more creative to break through.  I think social media is going to change the way we interact as individuals.  Keeping that personal touch is so much more important.  People want to feel valued and have that personal touch; they want to know that they mean something to you.  Make sure your customers are not just a number.  Including that in your communications strategy where you’re not just selling a product or service but taking the time to recognize, add value to, and thank your customers.  If it’s not part of the strategy, it’s going to be overlooked.

AWC AUSTIN:  I know you’re a mentor for Explore Austin.  What have you learned or gained from the experience?  Were there any surprises or tips you may have for potential mentors?
JH:  I serve as a mentor to a group of junior high girls so they’re younger and going through all of those really awesome growing pains that we all remember!  One thing I was not anticipating is how much I’ve grown as a result of the program in only a few months.  I’ve had to change the way I see things, react, problem solve, and respond.  I’ve learned to really bite my tongue and leave things open-ended for the girls to find their own way.  The opportunity to service and role model for these girls who may not be aware of the opportunities and potential they have has been very rewarding.  Building their self-confidence can make all the difference in the world.  Informally, there are a lot of young women I’ve met through YWA that I’ve also spent time with.  I get excited when I meet someone who has a lot of ambition and just needs guidance in how to navigate their career.  Spending an hour over coffee to help point them in the direction can be a significant resource and help them get ahead in their careers so it’s time well spent.

AWC AUSTIN:  Tell me what you love to do when you’re out and about in Austin.
JH:  I am a huge fan of the arts, there is so much talent in Austin. Gallery openings and museum visits are something I love to do.  And I love the restaurant scene in Austin.  Uchiko is probably my top contender!

AWC AUSTIN: What is a last thought you’d like to leave the reader?
JH:  I think women have a competitive edge in some of the communication fields simply because of the way we are wired.  We naturally connect and communicate differently and it’s not a bad thing.  I think that we tend to smother some of the strengths we have in the workplace in an effort to get ahead, but I think you can be successful at your job and embrace your femininity at the same time.

Kate Stoker’s Blog Roll:

Harvard Business Review
Forbes Woman
Step Case Lifehack
Austin Business Journal
Glass Hammer
Texas CEO