by Amber Larkins, OOH Today
We recently published our annual list of the Top Women Driving Growth in Out-of-Home (OOH) for 2025. Today, we are highlighting Marci Werlinich, Formerly EVP of Operations, OAAA.
Marci Werlinich has spent her entire professional career serving OAAA and its members. Starting as a receptionist for the organization in 1986, Werlinich has held various administrative and membership roles from administrative assistant to the oversight of the Outdoor Advertising Political Action Committee (OAPAC.).
She most recently served as EVP of Operations where she focused on membership recruitment, event planning, human resources, information technology, and a variety of other areas and programs that keep OAAA running. Werlinich was elected to the OAAA Hall of Fame in 2011.
Marci lived in Northwestern, Pennsylvania. She had a friend who moved to DC and invited her to come down and find a job. She interviewed with three organizations, and in 1986 was hired as a receptionist for the OAAA.
“I was able to see and witness not only the organization grow, but also the industry from where it was when I started as a receptionist as this starry-eyed individual from northwestern Pennsylvania in the big city,” Marci said.
Back then, many members were family-owned individual billboard companies. She watched it grow to the multiplant location companies and develop with new formats and technologies, including watching digital billboards become a thing.
The OAAA has changed in the last 39 years as well. When she started, it was more of a legislative lobbying organization with a sister organization Institute of Outdoor Advertising in New York. The two organizations combined and today there are offices in New York and DC as well as remote employees all over the United States.
Now that she has left the OAAA she’s taking some time to spend with family – an adult gap year or two if you will.
Helping the OAAA Grow
Marci feels that her career with the OAAA was successful because she was able to help it grow and expand its membership base from general members or billboard companies to include street furniture, transit, place-based and other forms of OOH advertising companies.
She is proud that she was able to help build an organization that serves all of those different member types, and to create events and advance the products and services they offer their members.
During the pandemic they pivoted to offering webinars and education, including research studies and webinars on how to sell and stay relevant during the global pandemic.
But she still sees her greatest success and achievement as her longevity in the industry. She was a part of the industry’s growth for nearly 40 years.
“My greatest achievement is being there for 39 years and also being inducted into the Hall of Fame in 2011 and being able to witness the association and the industry grow throughout my career,” Marci said.
“My greatest achievement is being there for 39 years and also being inducted into the Hall of Fame in 2011 and being able to witness the association and the industry grow throughout my career,” Marci said.
Women Leading the Industry
Being on the association side, Marci had the privilege of working with two brilliant female leaders: Nancy Fletcher and Anna Bager.
“I look at the legacy they’ve built and the teams each of them cultivated. There were a lot women in the association that worked hard on behalf of the membership,” Marci said. “Also seeing the women who participate on committees, councils, and on our Board of Directors. That was very powerful as a woman who grew up in this organization.”
“I look at the legacy they’ve built and the teams each of them cultivated. There were a lot women in the association that worked hard on behalf of the membership,” Marci said. “Also seeing the women who participate on committees, councils, and on our Board of Directors. That was very powerful as a woman who grew up in this organization.”
But on the industry side, how can a lack of female leadership be addressed? Marci says the OAAA’s role is to expand their offerings and to go out and find those individuals coming up in the industry. Then they will mentor them through the Future Leaders Program and bring them along and develop them in the industry.
“For me, having been in the organization as long as I have, it really comes down to putting the right people in the right places—that’s how you flourish. When women who bring value are placed in the right positions, in the right organizations, that’s when real growth happens,” Marci said. “I’ve seen that firsthand, and I’ve been fortunate to work alongside so many incredible women—strong, talented individuals who have made a real impact in the industry, both from within and outside of it.”
“For me, having been in the organization as long as I have, it really comes down to putting the right people in the right places—that’s how you flourish. When women who bring value are placed in the right positions, in the right organizations, that’s when real growth happens,” Marci said. “I’ve seen that firsthand, and I’ve been fortunate to work alongside so many incredible women—strong, talented individuals who have made a real impact in the industry, both from within and outside of it.”
Advice for Women
Marci says women in the industry who want to do more should start by looking at the associations your company is involved in—make sure you’re familiar with the tools, resources, and committees they offer, and get involved. Many of these associations also have programs specifically for women.
Finding mentors in the industry is so important—and there are definitely plenty out there. But part of the responsibility is on us, too. We need to be available and open to supporting other women, even those in different organizations or sectors. It doesn’t have to be limited to out-of-home (OOH). There are amazing women working in supplier roles, law firms, financial institutions, agencies, and brands.
They’re out there—we just need to make the effort to connect with them.
Promoting Inclusivity
From the association’s perspective, Marci has seen great success in hiring individuals who bring tremendous value to the organization. By offering remote opportunities, the team has become more diverse and dynamic. This flexibility has allowed the organization to move beyond traditional hiring hubs like New York and D.C., expanding the talent pool significantly.
As a result, new team members have joined from places such as Louisiana, Montana, Florida, and Mississippi—individuals whose unique strengths and skills align well with the organization’s goals. The organization has also benefited from referrals within its membership, often discovering excellent candidates outside of typical geographic areas.
“The value that new individuals bring from different organizations expands what we do so it’s not the same-old-same-old,” Marci said. “You don’t have someone come into OAAA and say this is how we do it. You learn together.”
She sees how people coming in with different talents brings fresh perspectives and sometimes better ways of doing things. She encourages organizations to lean in and be open-minded to new things.
Getting More Women Leaders in OOH
Marci wants members to make mentoring and giving opportunities to women a priority, and that will keep strong candidates for leadership in the industry.
“Members need to mentor and bring up and teach and value and show the people that they bring into their organization the value of the industry,” Marci said. “That’s the one thing I’ve seen over my many years is that people who are good and very good, they stay a very long time. You’ve got those long-time people that could retire, and they come back in a different company or something. Once you’re in the industry you get that bug and you want to stay and make this your home. They may change from buyer to ooh or to agency side, but they stay.”
“Members need to mentor and bring up and teach and value and show the people that they bring into their organization the value of the industry,” Marci said. “That’s the one thing I’ve seen over my many years is that people who are good and very good, they stay a very long time. You’ve got those long-time people that could retire, and they come back in a different company or something. Once you’re in the industry you get that bug and you want to stay and make this your home. They may change from buyer to ooh or to agency side, but they stay.”
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