Mary Kay Crocker, Digital Media CMO, New Mexico Native, and Communications Expert  

Mary Kay Crocker is a very good communicator: a working woman who is unusually frank and articulate about the push-and-pull between home and office life, and on the topic of women being able to “have it all”. She is the CMO of Digital Media at Verizon who found her interest in technology sparked at age fourteen, when her first job involved transferring paperwork into a company’s brand-new computer system, and who has been fascinated ever since by that cyber world.

Below, she offers several other insights: why leaders should specifically nurture an ability to exchange and disseminate information clearly, since it affects teamwork so much; how the ability to be good under pressure, and “take a breath, step back, and sort out an issue without emotionally unraveling” can command respect; and the reason “athletes” should be hired in the corporate world (read her business-oriented re-definition of that term below).

A native of New Mexico, she has a degree in Business Communications, and has been in the digital media world for a good part of her career: she was vice president of marketing for Move Networks, and also vice president of Corporate Communications for MediConnect Global.  Most impressively, perhaps, she is a role model for all those out there who want to use their communications skills in the entrepreneurial area, since, prior to her current position, she founded Radi8 Creative, a marketing communications agency offering public relations, creative and advertising services.

Can you tell the readers a little bit about yourself?
I am currently overseeing go-to-market strategy, branding and marketing communications for Verizon Digital Media Services. I have spent two decades at the nexus of technology, media, entertainment and business.

What does a day in your shoes typically look like?
In the ever-changing and crazy world of technology, there really is no typical day. Things are always shifting and changing. But it’s this change that energizes me; I truly enjoy it. Solving problems and effecting change is my biggest motivator, and there is plenty of opportunity to do so in this industry.

In my current role at Verizon Digital Media, we see the entire industry of TV massively disrupted, and are developing innovative solutions that will bring the media and entertainment business into the next generation. We are driving evolution, and allowing consumers to get the content that they want, when they want it, on any device they choose. This industry changes daily, and we have to make sure we’re moving even faster to stay ahead. Nothing typical about that.

What 2-3 things do you do to prepare yourself before work, and is there anything you try to accomplish everyday?
Whether it’s taking a walk or calling a friend, it is crucial to do one thing each day that helps you break away from your job.

For me, it’s spending time with my kids every single day. What we do together is insignificant — be it hanging out, watching a baseball game, eating out or eating in, as long as I get to be with them.

I also like to start my day with a clean email inbox, but unfortunately that doesn’t happen very often! 

What is your breakfast of choice?
Ever since college, breakfast hasn’t been my thing. I’m no role model, and cringe when I see my kids following my footsteps. Diet coke and a slice of apple pie may be my favorite breakfast ever, — but shhhhh, don’t tell anyone!

What is your favorite part about your job?
I love the constant change and challenge that comes with working in this industry. You never really know what to expect. I see it as a combination of two challenges: remembering to think ahead of the industry, and having the ability to be flexible so you can adapt to any unforeseen issues.  

What and who inspires you at work?
Passion and creative thinking inspire me. I know the majority of my success should be attributed to the incredible people with whom I’ve worked. Nearly all of them have proven to be remarkable, talented people, and I thank them deeply for their help.

What is your favorite leisure activity after a stressful work week?
My favorite way to de-stress is by watching my kids play baseball. It is the most grounding experience to see my kids out there doing something they love, and doing it so well. Of course, there’s nothing better than watching them. When I watch them play, I can’t help but to take pause and think to myself “Wow, they’re such great kids.” I have incredibly talented kids, and watching them is the absolute best way to de-stress. 

How does your culture/background influence your work?
Smart people can learn anything, and hard work drives success. Therefore, I prefer to surround myself with these types of individuals. I take these qualifications to heart in my every day, and I want to foster that in the teams that I lead.

Also, a core philosophy for me is that you should always hire athletes, meaning people who know how to work hard and train, and who have a drive to do just a little better every day to stay ahead of the competition. I want people on my team who understand that “practice doesn’t make perfect, practice makes permanent.” Everyone is going to make mistakes along the way, so just jump in and work as a team. If you don’t fail at some point, you won’t truly be able to succeed.

How many times have you changed your career direction?
I have never made any monumental changes in my career field – I have always been in marketing and public relations — but I have made many monumental shifts in the industries I’ve worked in.

What has been your biggest obstacle in your career and how did you overcome it?
I have two kids. I work. As a rule, I feel that I’m failing either my work or my family. I know I’m not alone. I’ve made a point to talk about it with the women in my life.

These feelings didn’t start when I had kids. When I became a mother, I found a fearlessness that comes with loving someone more than yourself. But I feel entitled to a life that doesn’t exclusively revolve around my children, and as a result, I don’t begrudge my kids for depriving me of things I want to do.

That said, all this constant questioning of myself and my time turned to guilt when I became a mom. Every school function, every game, every event I miss, plagues me. I feel guilty when I take on massive projects that consume my attention, and guilty when I blow off work to be with my kids. Yup, I can’t win.

And the crazy thing is, most mothers feel this way, we just don’t often open up and admit it. It’s only when I step back and look at the big picture that I recognize that I’m doing quite well. I know a lot of mothers would agree, but we rarely share these feelings with each other. I imagine most women feel guilty for whatever work/family achievements they think they are lacking in.

But over the years, slowly but surely, I’ve come to see these perceived flaws as assets. I finally realized that taking myself, my work, and my space seriously is a form of self-respect. I am better when I am doing what I love. I am privileged to be able to work in the field that I love. I am a better mother because I am fulfilled and satisfied with my work. My children will be better humans because they have a strong woman role model. 

What are your most steadfast ‘don’ts’ rules regarding work and the workplace, and what are your most cherished ‘do’s’? 

‘Do’s’:

• • • Do make an effort to solve every problem. I believe that any problem can be solved.
    • Do keep your team happy. A motivated team is the secret to getting massive amounts of work done, and getting that work done well. It really is all about working as a team (just like the tried and true saying goes, “there’s no ‘I’ in team”). 

‘Don’ts’:

• • • Don’t bring me a problem without at least a potential solution. It isn’t that I expect you to solve it, but I do expect you to think about it.
    • Don’t be negative. Ever. There is no situation that calls for negativity; it’s not going to help you solve an issue.

What are the most important qualities of a good leader?
The most essential quality that any good leader has is communication. It is easy to follow a leader when the direction is clear; i.e. the vision is full of more than platitudes and catchphrases. When folks understand what the target is, and why you are aiming in that direction, teams just seem to come together and gel on their own.

And success is all about teamwork. In order to truly be a leader, and a good one at that, you have to be genuine and authentic both with your internal team of co-workers and with the customers with whom you want to interface.

What are the unforgettable traits of role models who have inspired you most?
What I tend to admire most in my role models is their ability to stay positive under pressure – and someone who can motivate through leadership rather than fear.

How have mentors impacted your personal and professional development?
I’ve gained my sense of optimism from my mentors who knew how to take a breath, step back, and sort an issue out without emotionally unraveling. They could solve problems big and small in a non-emotional, but thoughtful way. My mentors have really showed me the importance and benefit of keeping your cool, and remembering the human side of business problems.                 

What advice would you give to women starting their careers?
There should be nothing stopping you from accomplishing whatever it is you want. There are not enough women in leadership positions, and I think this stems from women thinking that they can’t have a career and a family.

But it is absolutely possible to have a career, a family and a really great life. You don’t have to choose just one, you can be whoever you want to be. You can do whatever you want to do with your life. You don’t have to sacrifice one thing you want to get another. You can have one, or the other, or both and live a great life. It’s all about you and what you want. You just have to go for it. And you have to believe enough in yourself to allow yourself to get there.

My other piece of advice for women just starting out in their careers is to take credit and accept praise. Women are natural equalizers, and tend to deflect in situations where they might be elevated. Unfortunately, this is a huge disadvantage in the workplace.

My third piece of advice is to use powerful language. It’s not what you say, but how you say it. Learning how to be a great presenter can get you far in your career. People love to listen to an engaging speaker, and an entertaining story.

What is your favorite quote you try and live by?

• • • “Life’s too short to think small.”
    • “Choose a job you love, and you’ll be amazing at it.”
    • “You’ll never be 100% ready when an opportunity arises; you just have to do it.”