"It’s a challenge for women to flourish and take on leadership roles in the ad tech industry because generally women are not afforded the same opportunities as men do."
Celina Mendoza is Aarki’s Sr. Manager - Growth Analytics. Based in Manila, Philippines, she is responsible for uncovering what our clients are aiming to accomplish. With a 9-year experience in the adtech field, Celina goes beyond defining and tracking growth metrics. She transforms business goals into data requests and reports/dashboards, on the other - proactively explores data to bring insights and drive the right decisions.
We will get to know her stories and experiences that have shaped her both as a professional and as a person.
Q: What is the best thing about your job?
The best thing about my job is that I get to work with a group of talented and smart people. My work is rarely monotonous, and I get to interact with the different teams at Aarki. For me, it’s a never-ending process of learning while working.
Q: What are the most important skills a growth analytics manager should have?
I think the most important skills to have are good foresight, problem solving skills, as well as out of the box thinking. There is always something new to learn in this industry and there are always new challenges one can encounter, having these skills is essential for one to survive.
Q: Describe Aarki in three adjectives?
Challenging, Innovative, Inclusive
Q: What are the common challenges women face today in the world of ad tech?
I think the most common challenge women in the ad tech industry face is lack of opportunities. It’s a challenge for women to flourish and take on leadership roles in the ad tech industry because generally women are not afforded the same opportunities as men do.
Q: What do you think is the key to success in mobile advertising?
I think the key to success in mobile advertising is getting a reliable and trusted partner for scale. It can be somewhat easy to reach campaign goals but doing it at a significant scale is something only a few partners can do successfully.
Q: If you could have one superpower, what would it be and why?
One superpower that I would like to have is telepathy. It’s always interesting to really know and understand what others are thinking about. But really, I would love to have this superpower so I can communicate with my dog :D
Q: If you had a free plane ticket, where would you like to go?
It's hard to choose a single place to go to because I love traveling and exploring. If I have to choose only one, then it's definitely going to be Iceland. I’m drawn to the otherworldly landscapes unique to the country, plus I’ve always wanted to see the Northern Lights. It’s a destination perfect for adventure and relaxation at the same time. I will love the luxury of traveling again after this pandemic is over!
Q: What’s something about yourself that you think a lot of people wouldn’t know?
Hmmm, probably that I enjoy doing arts and crafts. It’s something that I have learned to love during my childhood, and I just love the experience of building something from nothing. I’ve actually started to learn how to knit during the lockdown because I wanted to make myself a scarf but so far all I have is…maybe a coaster?
Q: Name one thing you are most passionate about and why.
I can say that I am passionate about learning. I am a naturally curious person and I always like to explore new things. I like to read up on certain topics that interest me or anything that I’m unfamiliar with.
Q: What’s the one book everyone should read?
I’m actually not much of a big book reader now but I guess if I were to recommend one book, it’s Being and Time by Heidegger. I’ve taken a particular interest in this one because of my Philosophy class back in college. It’s a good intro to Philosophy and it’s an interesting read especially if you’re on the journey to self-understanding. If you’re not the reading type but still interested in the topic, then I recommend listening to a podcast on Spotify called Philosophize This.