“I played a little role in someone else’s great career. That’s very gratifying for me.”
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 Maritza Norton, National Sales Account Executive, Lamar Advertising
Maritza is an experienced National Account Sales Executive with a demonstrated history of working in the marketing and advertising industry. With over 20 years of experience at Lamar, she is skilled in Advertising Sales, Integrated Marketing, Advertising, Outdoor Advertising, and Digital Marketing. She is a strong sales professional and an even stronger relationship builder. She graduated from LaGuardia Community College.
She is an avid volunteer who seeks to lift others up and help those in need, serving at organizations that help those in poverty and who need ready meals. She recently ran a half-marathon in Rome to honor her mother’s life. She splits her time living in Houston with her husband and two dogs, and in New York City, where her office, heart, and soul are.
Being Authentic Sells OOH
Before getting into OOH Maritza worked for the newspaper industry, but once she found OOH, she never looked back. Maritza got her start in the industry in the late 80s when cars were still being counted for Daily Effective Circulation. For the last 20 years, she has been with Lamar Advertising.
Maritza says her career has been all about people and that’s why she has been so successful.
“What I like to do is mentor and watch people grow in their careers,” Maritza said. “As a team leader, I mentor my team members so I can see them grow in their careers.”
Some of her former team members are sales managers in local plant offices. There have been clients who were fresh out of college and would ask her for advice, who are now in top positions at other OOH companies.
“I played a little role in someone else’s great career. That’s very gratifying for me,” Maritza said.
“I played a little role in someone else’s great career. That’s very gratifying for me,” Maritza said.
Being in the industry for so long and the large but small nature of the industry means Maritza is connected to just about everyone in some fashion. She’s been a mentor, worked hard, and built great relationships with everyone from colleagues, to clients, to competitors. She often hears from mutual connections that their connection has asked about her or said something nice about her, which fills her with pride for leaving such a lasting impact on those around her. She attributes this in part to her core values.
“Honesty and integrity are everything for me, and part of my success is because I have proven that to my clients, and they know that I’ll work hard for them and I’ll be fair.”
“Honesty and integrity are everything for me, and part of my success is because I have proven that to my clients, and they know that I’ll work hard for them and I’ll be fair.”
Believe in Yourself and Invest in People
Maritza believes that confidence is key for success in the industry.
“We need to believe in ourselves,” Maritza said. “I’m one of those to push the envelope. I want that invitation to the table. It’s not my way or the highway but I definitely want to be heard.
“We need to believe in ourselves,” Maritza said. “I’m one of those to push the envelope. I want that invitation to the table. It’s not my way or the highway but I definitely want to be heard.
She says women have many qualities men may not, including strong empathy. Though they have not had many women in senior positions at Lamar, it’s been changing over the last few years.
“It’s great to see women be able to showcase their talents,” Maritza said.
She also finds it important for those starting in the industry to build a network of mentors, and she’s had quite a few in her career. She still stays in touch with clients who have retired and left the industry.
“I am blessed to have been able to build professional and personal relationships that I will be able to take with me for the rest of my life,” Maritza said.
She also wants everyone, no matter their age, to always continue to learn, even outside the context of the industry. Maritza has a variety of hobbies where she has learned a great deal, including stand-up comedy, volunteering, travelling and seeing other cultures, and reading that have helped her in her life.
“We need to get comfortable being uncomfortable. This is the world we are living in,” Maritza said.
“We need to get comfortable being uncomfortable. This is the world we are living in,” Maritza said.
But at the core of everything, Maritza says, you need to invest in people. When there is hard work, ask for help and offer help. When you create a connection, foster that connection, even if it’s just once a year friends that you see at conferences
Nothing But Growth in OOH
The future Maritza envisions for the industry is filled with growth, and she is excited to see how the industry continues to grow and develop.
But what she would love to see before she retires or leaves this earth is some actual measurement.
“We’re still trying to figure out the right formula. We have great data but we don’t have that holy grail. I would love to see that happen in this lifetime,” Maritza said.
“We’re still trying to figure out the right formula. We have great data but we don’t have that holy grail. I would love to see that happen in this lifetime,” Maritza said.
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