Hi, Could you introduce yourself?
Hey! I’m Sheena Green and I’m from Southern California. I am the Senior Analyst for the Ecommerce/Marketing department at Ultra Mobile and Mint Mobile. My team’s focus is synthesizing qualitative and quantitative data into actionable insights that influence critical business decisions. We also extract meaningful opportunities from our analyses and develop the strategy for leveraging these to effectively drive acquisition and retention. We also lead the organization’s CRO experimentation program and continually test new products and feature updates to optimize the user experience and expand our user base.
I’ve worked in Marketing for over 7 years now in several capacities. While it took some time for me to truly understand which niche I thrive best in, I’m certain I found the perfect fit in my current role. It provides the exact blend of logistics and creativity I’ve been looking for and allows me to make tangible impacts.
What are you working on?
On the Mint Mobile side of things, we are in the last phases of executing a website redesign. Website redesigns are notorious for failing, so we’ve spent the majority of this year combing through our user insights repository and fine-tuning our strategy based on previous learnings. So far, the project has been a huge success and we are wrapping up final testing.
On both Ultra Mobile and Mint Mobile, I just completed the initial implementation of cross-platform tracking for web and app. Bridging the visibility gap in user behavior across products is providing a wealth of knowledge teams didn’t previously have access to; we can now better visualize the entire customer lifecycle and effectively address user challenges in between touch points.
What are the challenges and successes you’ve faced working at Ultra Mobile?
Translating raw data into compelling stories about users and their journeys is equal parts challenging and rewarding. To truly understand the “why” that drove certain results, you have to take a holistic approach to your analyses and consider all touch points that led to action or inaction. Sometimes you surface findings that contradict long-held beliefs surrounding the needs and values of your audience, and you’re then faced with the difficult task of relaying these findings in a manner that not only generates cross-departmental buy in, but also provides the necessary information teams need to pivot and adapt their strategies accordingly. That being said, I consider every finding and learning we uncover about our users and their behaviors a huge win.
What are your goals?
I recently realized I have spent the last 10 years contributing to the repositories and growth objectives of the companies I work for without paying much attention to my own. Therefore, I am making it a goal this year to reconnect with myself on both a personal and professional level, and to self-align on my own values and perspectives. And it hasn’t been easy! Not only can self-discovery be awkward and uncomfortable, society tells women our primary role is to nurture and take care of others -- often leading to a strong sense of guilt or shame when we do prioritize ourselves. I’m (slowly) leaning into the discomfort and embracing the self-discovery journey, and I’m learning a lot about myself along the way.
Do you have a mentor?
Not formally, but I do credit my dear friend Stephanie for inspiring me to break away from my Public Health degree and pursue what I am passionate about -- even though I knew I would have to work twice as hard as my male counterparts to prove myself. Stephanie also has a non-technical education and has spent the last 10 years working on self-driving car technology for Google/Waymo. She is an incredible leader and has shared with me invaluable bits of wisdom and advice throughout the years. Because of Stephanie, I had the opportunity to attend conferences like Google’s Women in Tech and Google I/O where I met other female thought leaders in the tech space. These experiences have shaped me into the person I am today, and I am so grateful to have a role model like Stephanie in my life.
Do you mentor anyone?
Not at the moment, but Ultra Mobile has an incredible mentorship program that pairs employees with new interns so they have a go-to resource (and friend!) to support them throughout their internship starting day 1. What’s really unique about this program is the cross-departmental pairings. My last mentee was an incoming software developer, and it was really cool to learn more about her passions and how she ended up choosing her career path. On the flip side, I was able to shed some insight into the world of marketing and share my experiences navigating male-dominated industries. It made me realize that effective mentorships can be mutually beneficial, helping both the mentee and mentor grow. I’m really looking forward to participating in the program again in the future.
What could society do to better foster female talent?
We need to start by empowering and investing in women at a young age so they can freely explore and define their passions without feeling pressure from society to adhere to rigid gender roles. Increase accessibility to after school programs where girls can gain a hands-on STEM learning experience. Incorporate the stories of female visionaries into our history lessons and celebrate their contributions. Educate our youth about the harmful consequences of gender bias and most importantly, keep that conversation going throughout adolescence and beyond. Additionally, more corporations need to prioritize gender equity in the workplace and offer flexible benefits so women can effectively transition between motherhood and their career without penalty or fear of losing their job. I feel so fortunate that my employer actively listens to women and provides the support they need to be successful at home and in the office. As a result, there is no shortage of incredible female talent at Ultra Mobile -- at every level and across all teams and departments. I’m proud to work for a company that is committed to diversity and its employees, and I hope more companies follow suit.
What advice would you give to people getting into your field?
What’s the best and worst advice you have received?
The best advice I received was to be my own advocate. Although the notion seems simple enough, looking back I am shocked at the number of times where I didn’t stand up for myself and simply accepted the current state of affairs as unchangeable. My rose-colored glasses led me to believe if I worked hard enough and continued to exceed my managers’ expectations, I’d get the promotion I was working tirelessly for. I learned the hard way that the promotion doesn’t come unless you ask for it and ladies, hear me loud and clear - it is okay to ask for the things you need and deserve. And it is okay to look elsewhere when reasonable asks aren’t being met.
The worst advice I’ve received is to always say yes and never challenge ideas coming from senior leadership. This might benefit someone early in their career who is trying to maximize their exposure but as you develop your skill set, a refined perspective is imperative. Companies aren’t hiring you to echo unfounded beliefs or to support campaigns that simply aren’t effective; they’re hiring you to challenge the status quo and apply innovation to existing plans and processes in order to maximize results.
Who do you follow? What blogs do you read?
A friend of mine recently recommended Slack as a resource for connecting with like-minded professionals. I’ve used Slack for several years at different companies but never thought to use it for expanding my network. A quick Google search showed me that there is a Slack community for almost every topic out there -- so I started joining the ones related to growth marketing and conversion rate optimization. It’s proven to be a great resource for exchanging experiences, sharing recommendations, and discovering interesting blogs and webinars. A couple of my favorite blogs include:
- Growth Hackers - all things growth marketing
- Quantum Metric - product design and digital operations
- CXL - data-driven marketing
- Brooksbell - conversion rate optimization and experimentation
Additionally, I follow Elizabeth McCumber and subscribe to her blog about personal growth. Her content is relatable, easy-to-follow, and applicable to many of the challenges we all face in our personal and professional lives.
What’s the best way to keep up to date with what you’re doing?
Once launched, I’ll be sharing my thoughts, experiences, and general happenings on my website, SheenaGreen.com. In the meantime, I am always looking to expand my network so feel free to connect with me on LinkedIn! (www.linkedin.com/in/sheena-gilliland)