Check out the Q&A below to learn more about members of our women’s ERG, Women at Cadent. Each of these women bring important and diverse views, experiences, and expertise to the table, enriching our company culture towards equality and empowerment. 

Heena Otia is a Senior Data Scientist on the SSP side for Aperture MX and has been at Cadent for about a year. Her job entails data modeling and forecasting using machine learning models to maximize revenue and optimize ad exchange services for ad traffic efficiency. She also focuses a lot on data analytics, extracting insights from real-time data to split the signal from the noise and translate value to business stakeholders.

How have you built confidence or resiliency throughout your career?

My mom is my biggest inspiration- a fearless woman herself, she always instilled a sense of confidence in me and made me dream to fly higher. I love this book called “Audacity to Be Queen” by Gina DeVee. I have learned to be a resilient person by looking at setbacks as another opportunity to jump higher. It’s how we react to adversity that determines our life story. 

What women inspire you the most and why? 

My biggest inspiration is Malala Yousafzai, she always advocates for women’s education rights. I find her journey so motivational, from being under fire to never stopping herself. 
Nowadays, I seek inspiration from all the amazing moms out there who guide me on work/life balance, parenting (I have a 2-year-old, so please pass on all the toddler parenting advice!) and carving out a position for yourself in the industry. It can feel daunting at times, but the thought that keeps me going is, “I can’t change the direction of the wind, but I can adjust my sails to reach my destination.” 

What advice would you give to women navigating their careers within the advertising/ adtech industry? 

We as women can uplift each other a lot by sharing our stories and networking. So far, networking and reaching out to people has been my mantra to seek interesting opportunities in my career. I never shy away from setting up quick Zoom chats with people from the industry or coworkers as well, now that most of the people are remote. I remember when I started in AdTech back in 2016, I didn’t know all the adtech lingo, but attending conferences, reading blogs, and networking helped me a lot. 

Katie Adamcik is a Senior Scrum Master and has been at Cadent for about 1 year. Shes integrated with the Data Engineering teams to help run their day-to-day operations including tracking metrics and project progress, implementing process improvements, removing blockers, and ensuring they’re prepared for the upcoming planning cycle. I also lead our internal Agile metrics automation effort and work closely with the Audience and Identity teams to help instill best practices and provide coaching as needed. 

How have you built confidence or resiliency throughout your career? 

The most essential skill I’ve gained is how to effectively and regularly ask for feedback through check-ins with management and peers. While positive feedback is always nice – and a good confidence boost − critical feedback is where I find the most value. Constructive feedback provides concrete action steps to take which can lead to better work outcomes that maximize both your personal development and team value. Getting constructive criticism in a formal way can help you handle unexpected negative feedback and react rationally instead of emotionally. 

What women inspire you the most and why? 

Professionally, I’ve been inspired this past year by our own SVP Product, Management Marcy Pentoney! Not only is she an exceptionally strong and knowledgeable leader in our product organization who helps to drive the company and culture in a positive direction, but also manages to balance the demands of her senior role while still taking time to be very involved with her family. On the personal side, Dr. Jane Goodall has held my fascination since I was young (I even dressed up as her for a presentation in 8th grade!). She inspires me with her commitment to wild places and animals, and her radical change of how fieldwork had been done for decades. 

What advice would you give to women navigating their careers within the advertising/ adtech industry? 

Don’t be afraid to ask questions! I knew nothing about the adtech industry before working at Cadent, and while there is plenty of material to read online, nothing gets you up to speed like the color and commentary that comes from a discussion with your peers or leaders. This is also true no matter how long you’ve been in the industry as consumer behaviors, new technology, and regulations are changing how we work at an ever-increasing pace. 

Ayaka Hayashi is the Director of Product Marketing and has been at Cadent for almost 6 months. She is responsible for developing GTM strategies of products and solutions within the Activation pillar, working closely with cross-functional teams across the organization. 

How have you built confidence or resiliency throughout your career? 

I’ve grown more confident and resilient by embracing the feeling of discomfort in challenging environments, including working in Tokyo and New York. Adapting to new companies, teams, and cultures has taught me that discomfort can signal growth and learning and embracing this discomfort has been key to discovering new things about myself, organizations, and diverse cultures, turning challenges into opportunities for personal and professional development. 

What women inspire you the most and why? 

The women who have truly inspired me are those who embody their support for women through actions, not just words (they don’t just talk the talk, they walk the walk!). They have made time for me, offering guidance, mentorship, and a safe space to be authentic and feel valued. In leading by example with humility, positivity, and sometimes stepping back by offering me the space to be heard or speak up—these are the women who encouraged me to be confident and take pride in who I am. 

What advice would you give to women navigating their careers within the advertising/ adtech industry? 

1. Always remember, be your authentic self. Don’t worry too much about trying too hard to be too serious or too cookie-cutter perfect. Be silly sometimes! 
2. Find the people who give you the space to fail and give you the guidance to learn from your mistakes. 
3. Surround yourself with people and teams that help you grow. Be a cheerleader for people and find people who will do that for you. 
4. Remember all the big and little things you’ve experienced from others—mirror the things you liked and be mindful of the things you didn’t. 

Learn more about life at Cadent and see available roles on our Careers page. 

NEW YORK, Jan. 29, 2024 — Cadent, the largest independent solutions provider for converged TV advertising, has named Greg Coleman to the company’s Board of Directors. Coleman will work with senior leadership to advise on and help accelerate the company’s expansion into digital video and programmatic advertising.

“Greg’s experience operating companies at the intersection of technology, media, and advertising will prove invaluable as we expand our market presence into programmatic advertising,” says Nick Troiano, CEO of Cadent. “His industry relationships and decades of experience leading digital-first organizations will be a great resource to the Cadent leadership team.”

Mr. Coleman is an Entrepreneur in Residence at Lerer Hippeau Ventures and sits on several media and tech-centric boards including BuzzFeed and Botify. Greg has also been an adjunct professor at the NYU Stern School of Business for the last 12 years. Most recently, Greg was the President of BuzzFeed and advertising technology company Criteo. He previously held roles as President and Chief Revenue Officer at the Huffington Post and the Executive Vice President of Global Sales at Yahoo. Greg also served as President of Platform-A at AOL, Senior Vice President of Reader’s Digest Association, and President of U.S. Magazine Publishing. At CBS, Inc., he spent over 10 years leading advertising efforts for Woman’s Day as Vice President and National Sales Manager.

“Cadent has created an impressive solution simplifying the fragmented data and inventory ecosystem for all video advertising. With a robust technology stack and strong customer relationships, the business is well-positioned to solve various challenges in the advertising sector,” said Coleman. “I’m honored to be part of the company’s journey and progress, and I look forward to adding my insights and experiences into the business.”

To learn more, please visit https://cadent.tv/.

About Cadent
Cadent connects the TV advertising ecosystem. We help advertisers and publishers identify and understand audiences, activate campaigns, and measure what matters – across any TV content or device. Aperture, our converged TV platform, simplifies cross-screen advertising through a streamlined workflow that brings together identity, data, and inventory with hundreds of integrated partners. For more information, visit cadent.tv.

Advertising Week New York took over the newly named “Penn District” last week. This year, conversations focused on retail media, AI, and data. In addition to a packed schedule of panels and presentations, attendees could experience the latest Netflix shows with a claw game and record shop, check out Google’s Formula 1 race car, or enjoy a full slate of special programming in Female Quotient’s Equality Lounge. While many sessions discussed the obstacles advertisers face in an uncertain market, others spoke optimistically about the future of the industry and what innovations are on the horizon.  

In case you missed it, here are the three key takeaways from Advertising Week.  

1. Programmatic CTV is Driving the Industry Forward 

TV advertising has evolved from a channel best suited for upper funnel awareness to a lower funnel marketing tactic able to generate measurable sales lift. By measuring campaigns against strategic business outcomes, advertisers can now understand how their CTV efforts are driving sales and other KPIs.  

“If you think about CTV pre-pandemic, [advertisers] were not applying a lot of data to their buys, either due to scale issues or the increased cost of data CPM on the media CPM, so from a data standpoint, it was still early days of data for CTV. Now we see a spike where it’s a very rich data media tactic to use,” said Conor Burgess, VP, Business Development at Acxiom. 

The combination of better audience inputs and reporting outputs has made CTV an exceedingly valuable channel for marketers.  

2. It’s Time to Refine Your Data Strategy 

More data is available to advertisers than ever before, but it’s not just a matter of having data – you must be able to activate your data across channels.  

Diana Haussling, SVP – GM, Consumer Experience & Growth at Colgate-Palmolive, explained, “You need a well-rounded data set to allow you to know if what you’re doing is working or not… you really have to play around with the mix itself of your different media levers.” 

Maureen Bosetti, Chief Investment Officer at Initiative, echoed this sentiment saying, “If we don’t get better data to help inform, ‘what is that right level of optimization we’re doing across TV, OTT, CTV, social video, digital video?’ We can’t look at CTV in isolation from all these other touchpoints.” She elaborated saying, “We need the right data feeds […] to make informed decisions in terms of how much we should be investing in those channels.”  

Maureen emphasized the importance of getting your data strategy right ‘upstream’ in the planning process, you cannot successfully execute cross-screen campaigns. 

Effective omnichannel marketing will rely on implementing a holistic data strategy.  

Learn about Aperture Dashboard and Measurement Marketplace, Cadent’s advanced reporting tools. 

3. Proof of Performance is Table Stakes 

Macroeconomic challenges persist, pushing C-suite brand executives to expect quantifiable accountability on all their media investments. 

“All media should perform, hard stop. It shouldn’t be brand versus performance. It’s a matter of selecting the right KPIs in those moments,” said Vinny Rinaldi, US Head of Media at The Hershey Company. 

Adam Davis, Senior Marketing Manager at Magnolia Bakery described how CTV has become a performance tactic, rather than just an awareness play for the brand. 

“A lot of people in the industry have these thoughts that a certain tactic is tied to a certain objective and only that objective. Two and half years ago if you had asked me, I would have said video – upper funnel, rich media – mid-funnel, Facebook ads, and Google ads – low funnel. That’s full-funnel advertising. Excellence in CTV now hits across all three of those stages in the story,” Adam explained. So, with the right solutions in place, Magnolia is able to track performance down to the order level, directly connecting an order to a CTV exposure. 

Yet while measurement has become a necessity, several measurement challenges remain in our deeply fragmented industry. First and foremost, the debate over currency.  “If you do not have alignment on currency, it becomes difficult to measure anything,” shared Chris Martinez, OTT, Director of Sales at Hearst Television. 

As demand for improved measurement increases, it is up to technology vendors and data providers to work together to develop innovative solutions.  

Interested in learning more about Cadent’s converged TV advertising capabilities?    

Allison Coston, a Senior Manager for Product Innovations, joined Cadent in March of this year. Growing up in Massachusetts, Allison attended Fitchburg State University and later earned her MBA in Information Systems at Fordham University. Prior to working at Cadent, Allison worked at AdTheorent as a product manager. Allison also served in the US Navy, specializing in ships’ radar, navigation, and communications equipment. To learn more about Allison, check out our Q&A below.   

Hispanic Heritage Month is from September 15th to October 15th and serves as a month to celebrate the history and diversity of Hispanic cultures. It invites us to remember all the contributions Hispanic, Latina/o/e/x, and Afro-Latina/o/e/x people made in the past and will continue to make in the future. This year’s theme, “Unidos: Inclusivity for a Stronger Nation,” encourages us to ensure that all voices are represented and welcomed to help build stronger communities and a stronger nation.   

This month at Cadent, we spoke with some of our Hispanic, Latinx, and Afro-Latinx colleagues to learn more about who they are, their experiences in and out of the workplace, and what Hispanic Heritage Month means to them. 

Tell us about your role at Cadent. 

In my current role, I get to work across many teams such as with Sales, Marketing, and Product. Getting to collaborate with colleagues during the Product development Lifecycle keeps me excited and engaged at work. Working on go-to-market plans, client onboarding, and analysis of product usage are some of the highlights that keep my days interesting. 

What does Hispanic Heritage Month mean to you? 

I appreciate Hispanic Heritage Month because it dedicates time to celebrating, sharing, and learning more about different Hispanic cultures and traditions. There are more than 20 Latin American countries that have rich and diverse histories to explore. 

Where can we find you when you’re not at work?   

I love getting outside and being active! In the summer you can find me kayaking, biking, or hanging at the beach. In the winter, I’ll be in the mountains as often as time allows. I’m also a foodie who loves trying new restaurants and sharing a good meal with friends and family. 

Are there any mentors or experiences that have shaped you – either professionally or personally? 

Over the years, I have greatly benefited from formal and informal mentorship. I am always inspired by people who are authentic and true to their words. Honest leaders with a strong vision and willingness to support their teams are qualities I value in my mentors. A good sense of humor also goes a long way. 

What do you feel helps to foster a culture of inclusion? How have you seen those behaviors and practices successfully put into action?    

Being in a workplace that values and celebrates the contributions of its employees is important. Additionally, I think it’s crucial for organizations to create space for their members to have opportunities to be open, curious, and learn from peers who have different backgrounds and perspectives than their own. Cadent’s ERGs are a great place to see these values implemented. 

Do you have any favorite movies, books, music, or other cultural inspirations from Hispanic creators? 

There are so many talented Hispanic creators, that it’s hard to choose! Some of my favorite artists are Victoria Villasana (@villanaart) and José Parlá (@joseparla). I also love listening to Bachata and dancing to Salsa music — it’s nearly impossible to not have a great time! 

What advice would you give to a younger colleague or a younger version of yourself? 

Don’t be afraid to ask questions when you need help or support, be open to receiving constructive feedback, and seek mentorship from people who inspire you. 

Learn more about life at Cadent and see available roles on our Careers page. 

When a CMO sits down with their C-suite colleagues at the end of each month, the first question isn’t, “On what currency did we transact our media against?” The CEOs and CFOs of brands are looking to understand how their marketing investment drove sales – the details surrounding currency methodology are secondary. 

On a recent panel of the Joint Industry Committee, a comment was made that right now, 90% of effort and ad spend is focused on currency and counting, with only 10% going to outcomes and sales lift. While the innovation in the currency space is significant, smart buyers and sellers are simultaneously building pipes, people, and processes around another key development in TV – the ability to track more precise outcome-based measurement. As the tactics and methods from digital are bleeding into TV, so are the precise targeting and measurement solutions. 

Advertisers now can understand both household reach and frequency, as well as how their TV dollars are driving incremental foot traffic, automotive sales, and in-store sales lift, among other KPIs. Brand marketers can precisely understand what TV spend is driving cash register sales, and how to best optimize and improve efficiencies against the outcomes that are most important to their business.  

Key Terminology 

Before we go too far down one path, we feel it’s important to clarify the differences between measurement currency and business outcome-based measurement.  

• Measurement Currency: Currency is the financial unit of value for buying and selling TV ads based on measurement data. (AdExchanger) 
   
• Business Outcome-Based Measurement: Outcome-driven metrics are measures of operational and business outcomes that provide a direct line of sight back to the outcomes on which they depend, and with outcomes that are dependent on them. (Gartner) 

Measure Campaign Performance Against KPIs 

Cadent unveiled measurement marketplace, a feature of Aperture Audience Studio, earlier this year to power outcome-based measurement solutions and support better currency performance.  The solution was designed in direct response to industry feedback that measurement has become too complex – – causing operational burdens and leading to choice paralysis. With more data than ever and various options for systems and partners, the TV measurement landscape is challenging to navigate. It adds complexity to proof of performance, optimization, and cross-screen measurement processes.  

“CTV measurement has come a long way in just a few short years. We, along with partners like Cadent, are investing in advanced measurement capabilities to enable advertisers to delve deeply into measuring outcomes. From tracking website visits to connecting CTV viewership with sales with our Sales Conversion Attribution solution, we’re helping advertisers to truly understand the ROI of each impression in their campaign,” said Dave Marquard, Head of Product at Premion. 

Since launching measurement marketplace, there have been a few critical learnings for marketers:  

• Determine if outcome-based measurement will be used – well before the campaign starts 
• Align the audience targeting strategy with measurement goals 
• Use the same graph solution for both targeting and measurement to increase data fidelity 
• Create test and control groups pre-campaign 
• Engage with the measurement providers early and often about feasibility and deliverables  

TV marketers are improving their ability to understand and optimize against key business outcomes, leaving behind competitors who aren’t innovating. Smart TV networks, distributions, broadcasters, and OTT publishers, are doing the same, offering up smarter TV solutions and winning more marketing dollars from competitors with precise measurement solutions.   

“Affinity is seeing more advertisers shift to outcome-based measurement in Advanced TV, making their TV dollars more efficient, and accountable said Ken Barbieri, SVP, Business Development. “We expect that growth to continue, as smarter marketers realize the potential”.   

Currency and outcomes-based measurement go hand in hand, and the winners in the market will be savvy buyers and sellers who are building up tech stacks around both now.   

Learn more about the measurement partners available through Aperture Platform.

Meet Eleanor Andresen — originally from Ridgefield, Connecticut. She currently attends the University of Miami with a major in communications studies and a minor in political science. Eleanor joined the Cadent team in the 2023 Summer Intern class as a Marketing Intern where she supported our marketing team by writing blog posts, conducting market research, and more! After she graduates, she mentioned she wants to use her communications degree to work in the entertainment industry. Recently, we sat down with Eleanor to learn more about her and her experience as an intern at Cadent. 

Tell us a fun fact about yourself. 

I am a singer! I perform in an A Cappella group at the University of Miami and have spent most of my life taking voice lessons and performing. 

Where can we find you if you’re not at work or school? 

In my free time, I love traveling, trying new restaurants, catching up with my favorite TV shows, and spending time with friends. 

What was your favorite project you worked on during your internship and why? 

My favorite project this summer was our final project because it allowed me to see so many sides of the company and learn new things. We worked with the media planners to create media plans that suited our audiences, worked with the sales team to understand how to successfully pitch our ideas, and the marketing team assisted with presentation skills. It was extremely rewarding to receive valuable feedback from executives, and it felt like the best accomplishment to show at the end of my summer! 

What is one thing you wish you would have known prior to joining Cadent? 

I didn’t know how much goes into the world of television advertising and AdTech overall. Everyone helped catch us up to speed, but in the beginning, there was definitely a learning curve. 

What advice would you give to an incoming intern at Cadent? 

Don’t be afraid to meet people from other teams and find ways to collaborate! Even though your internship is specialized, connecting with new colleagues is always possible. 

Learn more about life at Cadent and see available roles on our Careers page. 

Digital video ads have given businesses around the globe an opportunity to grow their customer base online through targeted advertising. Platforms, such as YouTube,  auction off ad slots ranging from six to 20 seconds, with skippable and non-skippable options. These slots are highly sought after because of the platforms’ advanced analytics, which allows advertisers to easily track views, impressions, clicks, and more. With digital video advertising, brands can expand their reach, target their audience more precisely, and keep up with the ever-changing world of media.  

In the past year, many brands have produced successful video ads, capturing the public’s attention. Three of these groundbreaking advertisements include Netflix: “Wednesday Releases Thing into New York,” Burger King: “Whopper, Whopper,” and Dove: “Dove Self-Esteem Project.” Each campaign highlights various aspects of strategic endorsement that are crucial to the overall success of a YouTube ad.  

Netflix: Wednesday Releases Thing into New York 

Late last year, Netflix launched a campaign to promote their new series, Wednesday Adams. The ad follows Thing, Wednesday’s trusty companion, as he journeys through the bustling streets of New York. As pedestrians notice the walking hand, the ad captures their reactions, ranging from fear to surprise to utter confusion. This ad was met with success due to its light-hearted and comical nature.  By choosing to center the story around Thing, a fan-favorite character,  Netflix encourages the audience to watch the entire ad  Ultimately, Netflix hit the nail on the head – or perhaps, the nail into the coffin – by allowing fans to recall a  sense of nostalgia and build a deeper connection with the new series.  

Burger King: Whopper, Whopper 

Burger King’s recent ad features a catchy jingle for their staple menu item, The Whopper. The song allows viewers to have a greater recall of the product, increasing the likelihood of considering Burger King the next time they want a burger. In addition, the lyrics promote the customizable nature of the Whopper further piquing consumer interest. The visual aspects of the ad feature mouth-watering shots of the process of making a Whopper, showcasing the brands’ fresh ingredients and cooking techniques. Finally, the conciseness  of the ad means viewers are quickly pulled in and are less likely to “zone out.” This ad creates a fun and comical spin on a fan-favorite menu item which allows the audience an interactive viewing experience.  

Dove: Dove Self-Esteem Project 

Leaning into purpose-driven marketing, Dove confronts societal beauty standards with a hard-hitting ad that exposes the toxic roots of social media through an open conversation with mother-daughter pairs. This ad is impactful as it speaks to Dove’s core values and allows them to position themselves as an open-minded, and trustworthy brand. By focusing on real-life relationships, this campaign serves as an educational tool for potential mother-daughter conversations while further increasing consumer support for the brand. 

Digital video ads have become an integral aspect of the online experience, both for businesses and viewers. This powerful platform can reach a vast audience and provide crucial feedback to advertisers around the world. There is no better time than now to harness the strength of digital video advertising to make a lasting and compelling impact on your audience.  

It’s hard to believe that Programmatic I/O Las Vegas is just a few days away! This year’s #PROGIO will touch on topics such as CTV trends, privacy, the cookieless future, retail media, and more, featuring speakers from Procter & Gamble, Buzzfeed, Paramount+, TikTok, and Cadent. We are looking forward to participating in conversations around data-driven marketing with leaders from across the industry. The Cadent team will be attending many of the keynotes, panels, and workshops at the conference, so be sure to get in touch if you would like to set up a meeting.  

While we wish we could make it to every deep-dive, breakout, and networking event, there is simply too much happening in just a few short days! Below, we’ve rounded up a list of some of the sessions where you will find members of the Cadent team.  

1. The State of Converged TV Measurement From A Programmer’s Perspective 

When: Tuesday, May 24 – 9:55-10:15 am  
What: Colleen Fahey Rush from Paramount, Lisa Valentino from Disney, and Mark Roblat from Tubi will meet with AdExchanger’s Allison Schiff to discuss how broadcasters are approaching changing consumer viewing behaviors.  

2. Unlocking the Secrets to Successful Data-Driven TV Advertising 

When: Tuesday, May 24 – 2:15-2:40 pm  
What: Marcy Pentoney, VP, Product Management at Cadent will be leading a workshop on how ratings are driving the need for fluidity, the importance of understanding today’s audience strategies, and why now is the time for linear and digital to converge. 

3. What Programmatic TV Buyers Can Learn From the TV OGs 

When: Tuesday, May 24 – 2:45-3:10 pm  
What: Nicole Whitesel, EVP, Advanced TV & Client Success at Publicis Media will share her perspective on the pros and cons of a programmatic approach in TV, what traders can learn from traditional TV buyers, and how to use the right tools to get the job done for your brand’s KPIs. 

4. Lights, Camera, Ad Tech! A Fireside Chat With Paramount+ and Samsung DSP 

When: Wednesday, May 25 – 9:15-9:35 am  
What: Alex Boras and Jackelyn Keller from Samsung Ads and Damon Mercadante from Paramount+ discuss their predictions for where smart TV viewership trends will go. 

5. The Lasting Effects of the Pandemic on TV and Advertising 

When: Wednesday, May 25 – 1:15-1:40 pm 
What: AJ Kintner, VP of Sales at LG Ads will share how advertisers can successfully balance engaging audiences across linear TV and ad-supported streaming.  

6. What Digital Media Can Learn From CTV 

When: Wednesday, May 25 – 1:45-2:10 pm  
What: Mike Richter, VP, Global Ad Revenue Operations, CTV & Digital at Trusted Media Brands will explore how identity, privacy, and tech setups differ across CTV and digital. 

7. Creating The Culture, With TikTok’s Melissa Yang 

When: Wednesday, May 25 – 3:40-4:00 pm  
What: Melissa Yang, Global Head of Ecosystem Partnerships at TikTok will speak with AdExchanger’s Allison Schiff about how TikTok is working to foster a positive environment for creators, advertisers, and users.  

Meet us at the MGM Grand in Las Vegas! 

Meet members of the Cadent team at Programmatic I/O! Jes Santoro, Marcy Pentoney, Tony Yi, and Mari Tangredi will all be at the conference. If you would like to book a meeting, please email aheffernan@cadentdev.wpengine.com or send a contact request here.  

March is Women’s History Month – a time to celebrate women’s contributions and achievements across different careers and spheres of life.  

Now more than ever, women are forging paths in a variety of once male-dominated fields, including ad tech. These trailblazers are sparking conversations around critical issues to the empowerment of women at work, including opening doors and access for women early in their careers so they can progress to C-suite, supporting women to choose and stay with STEM careers, and helping women achieve a work-life balance. 

This month at Cadent, we’re profiling women who are leaders in their departments, asking about their career journeys, the importance of Women’s History Month, and what advice they would give to women entering the workforce.  

Nawal Kabir, a UX Designer, has been a part of our team for just 6 months but has already immersed herself in Cadent’s company culture! After graduating from Hunter College, Nawal initially pursued a career in teaching. However, after a few years and a 10-week UX bootcamp, she shifted gears and began working in user experience design. When she’s not at work, you can catch Nawal focusing on her side hustle, creating paintings and prints.  

To learn more about Nawal, check out our Q&A below.     

The following interview has been lightly edited and condensed. 

Tell us about your role. 

As a User Experience Designer, I’m focused on all aspects of Cadent’s products’ development, including research, usability, functionality, and visual design. This can mean either working on feature integrations for existing products or building out new products while working with fellow designers, product managers, and developers to ensure our end users are having the best experience while using Cadent’s products. 

Where can we find you when you’re not at work? 

I love taking time to do little things that bring me a lot of joy, so you would either find me painting, working on setting up my online art shop to sell my paintings and art prints, catching up on my never-ending list of books I want to read or at brunch with my friends! I also love visiting museums and art galleries.  

What does Women’s History Month mean to you?  

Women’s History Month is so important to me because it allows us all to take time to recognize, highlight and celebrate the achievements of women across time and space. I think it’s especially important to do this in the tech space where women are underrepresented and I love that Cadent is amplifying women’s voices and experiences during this month through their blog posts, speaker events, and showcasing examples of female leadership at Cadent! 

Are there any resources you have found valuable while building your career? 

I transitioned into tech from teaching after attending the User Experience bootcamp at General Assembly, so for me, they were the biggest resource as I landed my first contract role through my GA connections. The design peers I met through GA were a huge source of help for me as well since everyone looked out for each other when it came to job-hunting or fixing our portfolios. I would also highly recommend using LinkedIn to reach out to people in the field to learn more about their experiences and build connections and utilize online resources such as courses on Udemy, LinkedIn Learning, etc., to learn more about UX. This is a bit untraditional, but one thing that really helped me tackle the start of my UX career was watching various UX Designers on YouTube & applying their advice to my own experience.  

What advice do you have for women starting out in a STEM role?  
 
My biggest advice for women starting out in STEM roles would be to believe in themselves and their abilities! The fact that you’re in the room means you’re qualified to be there so there’s no need to second-guess yourself. Oftentimes I’ve seen women fall prey to imposter syndrome when they’re just starting out (and even when they’re not starting out) but it’s so crucial to have confidence in yourself, and it’s also important to find the right balance between being confident and being open to feedback. I’ve found that being receptive to feedback always leads to growth. 

Learn more about life at Cadent and see available roles on our Careers page. 

Hispanic Heritage Month is September 15^th to October 15^th – a month to celebrate the history and diversity of Hispanic cultures. This year’s theme, “Esperanza: A Celebration of Hispanic Heritage and Hope,” invites us to reflect on how great our tomorrow can be if we hold onto our resilience and hope. It encourages us to remember all the contributions Hispanic and Hispanic-American people made in the past and will continue to make in the future. It’s also a reminder that we are stronger together.  

This month at Cadent, we spoke with some of our Hispanic colleagues to learn more about who they are, their experiences in and out of the workplace, and what Hispanic Heritage Month means to them.   

Patricia Van Nostrand has been with Cadent for more than four years, watching the business take shape into the company we are today. A proud Argentinian and Cuban, Patricia has sought ways to build a stronger community for her Hispanic peers, in the workplace and beyond.  

To learn more about Patricia, check out our Q&A below.   

The following interview has been lightly edited and condensed. 

Tell us about your role

My title is SVP, Business Operations. That means that I focus on operational evolution, helping our teams drive change and innovation by leveraging technology. For example, as we evolve as a platform company, many teams are involved in the overall workflow in the business. We identify what information is key across teams and unify how that’s tracked and communicated inter-departmentally. The speed at which it happens, and the accuracy, eliminates error and allows us to scale.

What does it mean to you to be a woman of Hispanic descent, and what does Hispanic Heritage Month mean to you?

Growing up in an Argentinian and Cuban household, I was encouraged to be a strong-minded and outspoken woman; to “Always speak up when you’re passionate about something.”

My parents came to the U.S. as young adults, knowing little to no English and neither having graduated from college. They worked hard, found opportunities to excel, and put three kids through college – a huge accomplishment from where they came from – being “tired” wasn’t in their vocabulary. I never self-analyzed until adulthood, why I was (am) kind of obsessed with “succeeding,” whatever that means – it’s the immigrant family work ethic. Hispanic Heritage Month is an opportunity to celebrate the many individuals and families who came to the United States for a better life – the American Dream.

Hispanic Heritage Month means an opportunity for representation, celebrating our culture and all that it brings. It’s a very passionate culture – lively music, colorful food, and a fiery zest for life! I try to bring that same energy to work every day and help people I work with smile more. One of my favorite things about being Hispanic is being bilingual. It has allowed me to break barriers and build multicultural relationships both in my personal and professional life.

Do you have any favorite movies, books, music, or other cultural inspirations from Hispanic creators?  

Growing up, we always had music playing in the house. Argentine Tango for barbecues and Salsa while we were cooking, organizing, or celebrating birthdays. Latin music is a huge part of my life. Carlos Vives, Fonseca, and Maluma are some of my favorites. The lyrics in Spanish can be so eloquently written, but unfortunately, the translation to English doesn’t do it justice. It still gets everybody moving regardless of whether you even know the words!

What do you feel helps to foster a culture of inclusion? How have you seen those behaviors and practices successfully put into action?   

I’m beginning to see a transition – in how people are participating and in the sheer number of conversations being had around inclusion. Organizations are now more open to listening to how people have been impacted by exclusion – unintentional or not – and more importantly, leadership is acknowledging that creating a safe space for employees to share is a must. I know people who have had the opportunity to share their experience feel heard and that’s all some people need. Ultimately, we all need to internalize that feedback, adjust our mindset and behaviors, and make clear what we are no longer willing to accept.

What challenges do you feel are faced by the Hispanic and Hispanic-American community today and what growth do you hope to see in the future?  

I think there are a lot of stereotype molds that need to be broken. In my experience, there’s also a close-mindedness as to what a Hispanic or Latina woman is “supposed” to look like – and some of these judgments happen within our own community. So, to break these stereotypes, there is a lot of mentorship and sponsorship that needs to happen for the women coming behind us. We need to provide more access to the Hispanic community, and I personally am making it a mission of mine.

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