Top Women in OOH Spotlight 2024: Jaime Byrdak

“The visibility of female leaders acts as a powerful catalyst, encouraging more women to aspire to and achieve leadership positions

by Amber Larkins, OOH Today

We recently posted our annual list of the Top Women Driving Growth in OOH for 2024. Today, we are highlighting Jaime Byrdak, Head of Media at Billups.

Byrdak has over 20 years of experience in media planning and execution, with 15 years focused on OOH. Her career began in media planning at Publicis, Chicago, where she was instrumental in the national strategic development for various clients such as Allstate and Disney.

Byrdak transitioned from strategic planning to specialize in OOH at WPPs Kinetic as one of the first team members in the Chicago office. At Kinetic, Byrdak was promoted from Media Supervisor to Group Director. In 2018, Byrdak joined Billups, managing the US media team comprising 72 U.S.-based specialists. She leads strategy and execution excellence for mid-tier and large clients, including Molson Coors and Nike.

Byrdak holds a Bachelor of Arts in Advertising from Purdue University and a Bachelor of Fine Arts from the Illinois Institute of Art. When she’s not at work, she is a freelance photographer. During the pandemic, she discovered a passion for power tools and loves bonding with her daughter over DIY projects such as designing accent walls and building custom furniture. Byrdak was born and raised in Chicago, living with her husband and three children.

Her journey in the OOH industry began at a full-service media agency in national strategic planning. She had aspirations to transition into a creative role. Two years into her career, she was accepted into the Fine Arts program at The Art Institute of Chicago.  She balanced her role as a planner with evening courses and earned her fine arts diploma. David Krupp, Billups Global CEO, first introduced her to the dynamic world of OOH.

Driving Growth in OOH

Byrdak’s approach has been never to let herself get comfortable. She is always looking for the next opportunity in the space and continues to evolve.

“I firmly believe in the importance of staying dynamic and never becoming complacent,” Byrdak said.

Her greatest personal success was winning OOH Media Plan of the Year for Totino’s 4/20 campaign. The campaign was particularly rewarding because of its narrative-driven approach, which allowed them to creatively use various OOH tactics to engage audiences and lift sales.

“The success of bringing this story to life and witnessing its impact was not only immensely fun but also rewarding,” Byrdak said.

But some of her favorite campaigns celebrate female athletes- especially Nike campaigns.

“As someone who grew up playing basketball, I find immense inspiration in the OOH activation featuring Maya Moore,” Byrdak said. She likes how the campaign spotlights Moore’s achievement, talent, and success. She also finds Nike’s ‘Play New’ WNBA campaign equally impactful.

Beyond inspirational campaigns, the industry must amplify its voice to educate and showcase the utility of OOH. Byrdak says that while OOH is often recognized for its ability to build brand awareness, more attention must be paid to its proven worth across a broad spectrum of KPIs. It has demonstrated effectiveness for upper and lower funnel metrics. Also, OOH enhances campaigns when used as part of a multi-media strategy.

“Oftentimes programs perform stronger when OOH is paired with other channels,” Byrdak said. “This multi-channel approach amplifies OOH’s value, reinforcing its critical role in a comprehensive advertising strategy.”

Overcoming Challenges in OOH

Byrdak has faced several challenges throughout her career. One of the greatest challenges she overcame was balancing the demands of being a career-driven woman with raising three young children, including a set of twin boys.

“Achieving availability for both my team and my children required time, patience, and the establishment of clear boundaries and balance,” Byrdak said. “Even now, navigating through pre- and teen years still takes practice.”

She has discovered a deep sense of empowerment and fulfillment in knowing she can navigate the complexities of both roles while remaining authentic.

“I’m often reminded that my daughter is always watching,” Byrdak said. “She advocates for herself, prioritizes her needs, and positively supports her family and friends by lifting them up.” She wants her actions to help to contribute to her daughter’s success and future.

Byrdak believes women struggle in male-dominated industries but thinks it varies depending on the role and company. Navigating the workplace, especially in historically male fields, presents unique challenges for women. She recommends women new to the industry flex their strong communication skills and become experts in their fields. Most importantly, she recommends seeking out mentors and allies within the industry.

She feels privileged to be supported by strong leadership who advocate for her.

“I’m proud to be part of a company where women make up 65% of our Media team and play a pivotal part in driving our revenue,” Byrdak said. “That said, this is not apparent everywhere.”

She recommends that women lead women with guidance and encouragement. She said it’s crucial to manage, mentor, and support women in achieving goals. Help other women advocate for equity, recognize achievements, celebrate, and empower fellow women. Protect flexible work arrangements and important factors for working moms to succeed.

But women also need to advocate for themselves.

“Delivering consistently high-quality results and demonstrating a solid work ethic can help you build credibility and gain the respect of your peers,” Byrdak said.

Promoting Women in OOH

Byrdak believes it is essential that all voices are heard during meetings.

“This means actively seeking contributions from women across all levels of the organization,” Byrdak says. She says organizations must create opportunities for women to get in front of company peers and clients. They also must create and foster an environment where speaking up and engaging in open dialogue are celebrated.

“I strongly advocate for women to continue to raise their voices, actively support each other, and amplify recognition of women making a positive impact daily,” Byrdak said. “It is important to acknowledge the day-to-day contributions of women.”

One of her most fulfilling experiences is watching junior women grow into leadership positions. She believes increased female representation in OOH enriches the industry with diverse perspectives but also leads to more balanced and inclusive leadership.

“This shift towards greater inclusivity can only enhance the industry, making it better for everyone involved,” Byrdak said.

Witnessing a female command attention in professional settings is inspirational for Byrdak.

“The visibility of female leaders acts as a powerful catalyst, encouraging more women to aspire to and achieve leadership positions,” Byrdak said. “Their authenticity is unparalleled. This, coupled with a balance of empathy and relatability, forms the foundation for leadership.”

She believes that increasing the presence of females at every level will only mean positive things for the future of the industry.