By Chanelle Urquico, International DSP Engagement Lead at TripleLift
Did you know that 4,000 women leave media roles upon hitting a career ceiling in the UK? As I look across heavily male-dominated boardrooms with limited diversity across senior teams, I see it first-hand each day – it’s what motivated me to write this and share my story in hopes that it can help other women and marginalised groups see themselves in leadership roles.
As I approach my 30th birthday, I have been reflecting back on the journey I’ve had in my 10+ years in the fast-paced world of retail media and programmatic advertising. It’s a journey that took a lot of resilience, determination, and a relentless focus on outcomes.
My story began when my family and I immigrated to Canada after experiencing hard times in the Philippines – after an earthquake, and then a volcano eruption forcing us to start twice over again, my parents decided we should move to Canada to escape the instability and try to build a better future.
I learned quickly that it takes a lot to build a career, especially as someone in a new country. At the age of 19 years old I entered the media industry to put myself through college, rolling up my sleeves and gaining hands-on experience across linear radio and television, then later ecommerce, paid search and social, until making my way into programmatic advertising and retail media.
I wanted to grow my career quickly to make my parents’ hardship worth it. Therefore I did my best to seek opportunities, first building a career from the suburbs of Ontario, then to the great city of Toronto, and now in a leadership role in London, UK. While resilience was the engine, the fuel was largely due to one very important factor – curiosity.
Everywhere I worked I leaned into where I was curious. I asked a lot of questions (even at the risk of feeling annoying), made real connections, and when I learned something new, I continued to ask even more.
My genuine interest guided this, and when I found myself not understanding something, I researched and asked as much as I could until I understood it – anyone on a training call with me probably can attest to how expected it was that I would ask something.
But it paid off. I held roles at Corus Entertainment, Rogers Media, TikTok and Amazon before joining TripleLift. I learned far more in a hands-on role in those earlier years than what I would’ve in a generic university degree. I watched first-hand as the retail media landscape in particular developed at a breakneck speed, and I evolved with it, developing practical skills that would shape the rest of my career.
Today I lead the international go-to-market strategy for TripleLift’s Amazon partnership, working across Big 6 and independent agencies as well as direct global advertisers. And it’s my background as an immigrant that has truly shaped my global approach.
The resilience dividend
Growing up, I learned the value of having an execution-first, outcomes-driven mindset. This perspective now guides my work at TripleLift, where I focus on helping teams activate curated retail media deals in ways that deliver consistent performance across global markets.
Having lived and worked in multiple global markets also helps to have a firsthand worldview of the ever-changing programmatic ecosystem and how the industry works in different countries.
It’s this approach that allowed me to move the needle on international Deals Share of Voice from 6% to 50% in just one year – a testament to the growing adoption of retail-native programmatic and the incremental value it can deliver. I’ve also launched several case studies demonstrating 60%+ increases in New to Brand sales, proving the power of including strategic SSP deal activity in the media mix.
Breaking the paper ceiling
Of course, navigating the path to senior leadership as a young woman in the UK and EU markets hasn’t been without its challenges. I still am mistaken for an intern or university student based off appearances – it used to frustrate me and make me feel like I had to prove myself, constantly, for a decade. But I’ve learned that the key is to stay focused on results, build a reputation for execution excellence, own my voice, foster real, genuine connections, then continually push the boundaries of what’s possible.
Entering the industry at 19 without a degree, I had to work twice as hard to prove myself and earn a seat at the table. But that drive and determination have only strengthened over the years, and I’m proud to now serve as a role model for the next generation of young women and immigrants looking to make their mark in adtech. I realise now that my energy and curiosity is my superpower.
The future of commerce media
As the commerce media landscape continues to evolve, I believe the future lies in curated retail environments and the power of retail-native programmatic. When ads are served in the right environment and context, are non-disruptive to a reader, and create a positive, resonant experience, with a brand, that brand has the opportunity to win. By harnessing the full potential of these channels, brands can unlock incremental value and connect with consumers in more authentic, impactful ways.
At TripleLift, we’re at the forefront of this shift, pioneering new solutions that are redefining what’s possible in the world of retail media. It’s through our creative formats, audiences, and curation that we’re able to share innovative solutions that work at scale. I’m honored to be leading the charge, drawing on my global background and retail-first mindset to drive innovation and deliver real results for our clients.
The importance of giving back
My journey isn’t just about professional success. It’s also about using my platform to create positive change. Through my volunteer work with organisations like Pathways to Education, the ESEA Community Centre, and the CCCC, I’m able to support young people and newcomers, providing mentorship, tutoring, and community resources to help build a more diverse pipeline of talent.
I believe wholeheartedly in the power of diversity, and I’m committed to being a role model and advocate for underrepresented groups in our industry. By lifting others up and paying it forward, I hope to inspire the next generation of resilient, purpose-driven leaders who will shape the future of commerce media. My favourite analogy I’ve ever heard (from an old manager of mine who is still a dear friend), is that great teams are a bouquet of different flowers, not just a single type of flower – and that’s why diversity matters to me.
To young people, to new-comers in a new country, to women, trying to find yourself in the corporate ladder can be difficult, and it’s likely if you fall into one of these categories you have one or more potential systemic set-backs. But let me tell you first-hand, we need different kinds of people with diverse worldviews and experiences, as this is what’s representative of our world and our customers.
The better teams can relate to the group that they’re serving, the better their work becomes. This means there is absolutely a seat at the table for you. Be courageous and curious, and I am cheering you on to get there. This is my story of resilience, grit, curiosity and a relentless pursuit of excellence, which I hope will inspire the next generation of women and diverse leaders.Â
