NDA has partnered with the newly-launched Women in Trading group for an interview series finding out more about the group’s members and its mission.
Vanessa Doyle is the Head of Trading at IPG Mediabrands. With over 30 years of experience in the media industry, Doyle began her career at MediaVest. She went on to work in direct response (DR), followed by roles at MediaCom and eventually IPG’s Initiative and now at Mediabrands.
What makes you proudest about Women in Trading and why?
After putting in a lot of hard work to get this initiative off the ground, it’s been the one-on-one conversations with our members that have had the biggest impact on me. They’ve shown me just how much women, including myself, need the support of others in similar roles.
These shared stories have helped me see that many of us are facing the same challenges, even if we don’t always talk about them. That personal insight has sharpened my focus on why we’re seeing fewer women in media trading, and it’s guiding me as I work on a plan to help change that.
How did you first move into a trading career?
During the early days of me working at Mediabrands in Initiative, the opportunity came up for me to lead a on few trading agreements. I quickly developed a passion for the complex web of group trading and all that it entails, ensuring everyone was happy, doing the very best work for your clients and managing relationships into positive outcomes.
What is the biggest opportunity for women in trading today?
Trading is demanding, it involves navigating a complex mix of variables and constant change. But that’s exactly where women can bring real value. They often offer fresh perspectives on long-standing challenges, and their natural caution can translate into stronger risk management.
Empathy also plays a role, and women tend to be highly attuned to human behaviour and signals, which is a valuable skill in negotiation and deal-making. Perhaps most importantly, women are often better equipped to manage loss. Not every deal goes your way in trading, and resilience is key
What is the most exciting aspect of the sector?
Being able to work across multi-channel relationships and being lucky enough to see a broad view of the industry and my client’s business.
What are the biggest challenges to be overcome in trading?
Keeping up with our clients continuously evolving needs is complex, particularly in today’s turbulent world. Making sure our deals offer us flexible access to the best media required while managing those changing needs is a struggle, but one that’s very fulfilling.
What support structures and organisations are most important and effective to you as a woman in trading?
Quiet, consistent support from allies is crucial, given how few women currently hold senior roles in trading.
Do you think trading roles are still seen as traditionally ‘male roles’? What needs to be done to combat this?
I don’t think it’s deliberate, but with most senior trading and leadership roles still held by men, there’s definitely a dynamic that can feel hard to break into.
The best we can do is keep pushing for a more balanced and inclusive space.
How can companies better help their female workforce in trading roles?
Encourage, encourage, encourage and take advantage of everything women bring to the table. Studies in the financial sector prove that women tend to have higher emotional intelligence and while anyone can push for a bigger number or better discount in trading, there are huge advantages to be found when you read sentiment and manage interpersonal relationships well
What characteristics make a good trader?
A good agency trader needs to be able to see the full picture, which means navigating a lot of variables.
They need good instincts and the ability to work through and investigate lots of angles by asking a lot of questions. Being able to stay close to many different parts of a business is key, so relationships matter, as does the ability to see the needs of your counterpart.
Who is your mentor, hero, or inspiration in the trading sector?
I’ve been lucky to work closely with some incredible women over the years, and their support has given me the confidence to keep moving forward. I’d love to name a few who’ve made a real impact:
Jane Wolfson, Emma Dibben, Sarah Tsirkas, Jo Blake, Jane Putley, Clare Turner, Charlotte Mullan, and Duri Mehmet.
Each one of them is truly inspiring, and I feel fortunate to have worked alongside them.
