Top Women in OOH Spotlight 2024: Esther Raphael

Seeing your brand on a city street is the ultimate ‘hey look, ma, I made it’ moment.”

by Amber Larkins, OOH Today

Ten days ago, we posted our annual list of the Top Women Driving Growth in OOH for 2024. Today, we are highlighting Esther Raphael, the Chief Marketing Officer at Intersection Co.

As Intersection’s Chief Marketing Officer, Raphael leads all aspects of marketing, including B2B and B2C efforts, creative services, content development, PR, and lead generation.

During her tenure, Raphael launched Intersection’s first brand campaign, established a full-service in-house creative agency, and established InterZ, a network targeting Gen Z. She oversaw the go-to-market strategy for 15+ new markets and partnerships. Esther is the Executive Sponsor of WIN, Women at Intersection, where she champions the growth and development of our female leaders.

Previously at Condé Nast and Hearst, she spearheaded world-class solutions for advertisers. She has worked on large-scale consumer events such as SELF’s iconic Workout in the Park and Good Housekeeping’s Shine On, a theatrical production at Radio City Music Hall.

“There is no larger or more exciting canvas than OOH media,” Raphael said. “Seeing your brand on a city street is the ultimate ‘hey look, ma, I made it’ moment.”

Driving Growth in OOH

The industry needs to follow marketing trends. They need to know what clients are asking for, what they spend on, who they are trying to reach, and why.

“Our greatest wins have always been deeply aligned with what’s happening in the marketing landscape,” Raphael said.

Many marketers have been trying to reach GenZ. Intersection responded with InterZ, a network focused on cities that over-index for Gen Z population growth. InterZ harnesses GenZ’s values and digital habits by focusing on sustainability, public mobility, and social responsibility.

Beyond working to reach the much coveted GenZ audience, Raphael loves some of Intersection’s campaigns.

Last fall, they launched a unique campaign in which Hermés executed an artfully designed domination at Chicago Union Station to drive buzz for their upcoming exhibit in Union Station’s iconic Great Hall.

“What I loved about the campaign is that this iconic luxury brand showed up in an unexpected place and created something visually stunning,” Raphael said. “It just goes to show OOH’s power as a blank canvas. With the right vision and design execution, you can truly do amazing and unexpected things.”

This ties into what Raphael believes is key to unlocking additional dollars towards OOH. She thinks the industry needs to accept and celebrate OOH media for what it is rather than looking toward innovation and the next big thing.

“We overdeliver in every way and have the technical capabilities of every other media type. On the flip side, we lack their challenges (from brand safety to ad blocking), and we have the stats to prove it,” Raphael said.

She says that unlocking additional ad dollars will come from educating new audiences and decision-makers to sell the current state of OOH.

Overcoming Challenges in OOH

Raphael took over the role of CMO at Intersection during the pandemic, which was challenging. But instead of dwelling on the challenges, she started her tenure as CMO with a fresh perspective.

Intersection launched the “Go There” campaign in the summer of 2020. The goal was to literally and figuratively challenge clients to “Go There” with consumers and inspire them with engaging and beautiful Out-of-Home creative.

“This narrative helped not only inspire clients but also energize Intersection’s sales organization with a positive message and clear strategy to answer the questions, ‘ Why Intersection? ‘ and’ Why Out of Home?’ Further, it helped solidify why Out of Home was the MOST important medium for right now,’ Raphael said.

As far as women are concerned, Raphael believes women will continue to struggle in any industry referred to as “male-dominated.”

“No one group can address or change an entire industry’s behavior or language, so let’s work on that together. There is plenty of room for both men and women to make an impact and drive growth for the greatest industry and media platform,” Raphael said.

She says women should look for companies that build a culture where people don’t face challenges in the workplace because they are women.

“If that’s not the case, move on! It’s 2024, and women shouldn’t have to navigate these challenges at all, especially when so many great companies have it figured out,” Raphael said. “If you’re in a situation that doesn’t feel right, ask for help. There are so many people around you who can provide counsel and try to help you achieve the best outcome.”

Personally, Raphael has been blessed to work with a group of men at Intersection who made room for her personally and professionally.

“There was never any differentiation between how I was treated and how my male peers were treated,” Raphael said.

Promoting Women in OOH

Raphael says Intersection has Employee Resource Groups, including Women at Intersection (WIN), which she sponsors. WIN has a mentorship program.

“If you find the right mentor, you might find your greatest champion,” Raphael said. “Someone who will push you and celebrate your success.”

She believes that fair and equal hiring and placement of the best talent for the role is the only way for an organization to succeed. Mentoring is the key to getting more women into C-suite positions.

“I can personally say that I would be in a much different place without the guidance of these key influences in my life,” Raphael said. “It’s time for us to pay that forward and sponsor the next generation of great female leaders.”