“…mentorship outside the OOH industry would expose top talent to the greatness of out-of-home,”
We recently posted our annual list of the Top Women Driving Growth in OOH for 2024. Today’s spotlight is Victoria Mottesheard, Vice President Marketing, New York/East region, OUTFRONT Media.
As the Vice President of Marketing for OUTFRONT’s East Region, Mottesheard oversees marketing initiatives in the Northeast, including top markets New York, Boston, and Washington DC. At OUTFRONT, Mottesheard drives client strategy by connecting businesses and consumers in the northeast and across the country. Mottesheard has over 18 years of advertising industry experience building transit partnerships and client relationships across the northeast.
“For decades, OOH has continued to get the same share of ad spend despite the evolving industry and the everchanging media ecosystem,” Mottesheard said. “Education on the power of harnessing evolving media tools can help shift mindsets on today’s smart multimedia investments.”
Mottesheard is a co-founder of OUTFRONT’s first employee resource group focused on the support and development of women across the company. She is a passionate and active mentor for young marketing professionals. Mottesheard majored in Communications and Film at the University of North Carolina, Wilmington. She lives in Summit, NJ, with her husband and two daughters.
After studying film and communications in school, her fascination gravitated toward production, with an interest in video and audio editing. This passion drove her to seek opportunities where she could hone those skills and contribute creatively.
She found CBS Outdoor, which initiated an exhilarating chapter in her production career.
“Being part of the CBS family not only allowed me to refine my abilities but also to immerse myself in the dynamic world of out-of-home (OOH) advertising,” Mottesheard said. “The unique challenge of crafting simple yet impactful campaigns that capture the fleeting attention of commuters inspired me.”
She has found it profoundly rewarding to witness her creations coming to life, dominating urban landscapes, and engaging audiences on the move. The more she delved into the OOH industry, the more she appreciated its power to inspire and impact.
Driving Growth in OOH
Mottesheard says her greatest successes are her people. She believes driving growth starts with investing in people, planning to nurture diverse thinking, and ingraining ownership in collective success.
“I’m proud of the team I’ve built here at OUTFRONT, those who have been part of my team for a season, and those who are still on my team today,” Mottesheard said. “These individuals are extremely committed and passionate, not only about OOH, but about the industry’s growth.”
Her team has elevated OUTFRONT in the digital world with immersive real-life community experiences that create engagement beyond the post for their online communities.
Her favorite recent campaign was last year’s Unilever Dove “Free the Pits” campaign, which addressed the issue of women’s beauty insecurities by permitting women to liberate their armpits.
The multilayered campaign put subway systems at the center of the campaign in media placement and in creative execution.
“I saw this creative daily in the stations I frequented. The campaign showcased women across the NYC subway holding onto the subway bars and showing off their pits,” Mottesheard said.
But to get a larger share of ad spend, the industry needs higher education with brands directly focused on today’s out-of-home business.
“For decades, OOH has continued to get the same share of ad spend despite the evolving industry and the everchanging media ecosystem,” Mottesheard said. “Education on the power of harnessing evolving media tools can help shift mindsets on today’s smart multimedia investments.”
She also believes having media metrics across platforms would better quantify media mixes.
Overcoming Challenges in OOH
In the wake of the global pandemic, industries worldwide faced unprecedented challenges, and the out-of-home (OOH) -advertising sector was no exception. Four years ago, the advent of COVID-19 upended lives and cast the OOH industry, particularly the transit sector, into uncharted waters. Despite these turbulent times, Mottesheard remained committed to the future of smart cities and the evolution of transportation systems.
Working alongside a team of dedicated and visionary colleagues, Mottesheard embarked on a mission to rejuvenate the transit OOH space. By creating compelling narratives, strategic initiatives, and insightful research, they aimed to reignite interest in this vital advertising medium.
“While we are still pressing towards full recovery, our successes in revitalization are tangible,” Mottesheard said. “I remain optimistic about the potential of urban spaces. There is a new generation passionate about social exploration and community building (online and offline) driven by a deep commitment to purpose and sustainability. An innovative vision of dynamic, digital, and interconnected transit solutions inspires our ongoing efforts. There is a bright future ahead for smart cities and their advertising landscapes.”
Mottesheard believes women are still struggling in this male-dominated industry. She says the best way to overcome it is to perform.
“Actions speak louder than words. I’ve found extremely supportive male allies have helped position me for success because of the commitment to the company and the results of the work completed,” Mottesheard said.
She thinks having sponsors who will speak on your behalf when you aren’t in the room is the best way to bring more women into leadership. Something that women and men can do for women.
Some of the challenges women are still facing in the industry include the growth of women on the verge of management juggling their home lives.
“As working mothers, it’s a struggle to take the time needed for maternity and bonding while leaving business for months. Returning to work and adapting to new family dynamics puts women at a noticeable disadvantage regarding workplace presence,” Mottesheard said.
However, she believes the skills and insights gained from this adjustment process are incredibly valuable.
Promoting Women in OOH
Mottesheard actively promotes inclusivity in her workplace. She co-founded OUTFRONT’s Women’s Employee Resource Group (ERG).
“Through this leadership, I strive to provide other women with conversation, community, and inspiration. Additionally, I actively mentor young women and share insights and experiences to help them set and exceed their personal goals,” Mottesheard said.
She believes education about the OOH industry and mentorship should be top focuses for the industry to move forward. Most communication, business, advertising, and marketing majors are not exposed to the out-of-home industry. She says the industry is filled with amazing young women, future leaders, and women in management.
She believes that a commitment to seeking and valuing diverse thinking will help broaden women’s inclusion in leadership forums. The industry should create a culture that values work/life harmony to retain female leaders. The industry must also mentor and coach our current talent pool of rising stars already invested in the OOH industry.
“Both senior women and male allies can provide mentorship to provide tools to grow and insight on how to succeed within the industry. Additionally, mentorship outside the OOH industry would expose top talent to the greatness of out-of-home,” Mottesheard said.