Women Leading Tech: How Verizon Media’s Kristine Celona Hopes To Strike A Work/Life Balance In 2021

Did you know B&T’s second-ever Women Leading Tech Awards are just a couple of months away? In the lead up to this year’s awards, we will be chatting with last year’s winners to find out what they’ve been up to since claiming their trophies.
Today we’ve got Kristine Celona, who is the Senior Platform Sales Lead at Verizon Media. Last year she took out the hotly contested Sales category.
Have you got your entry in for the 2021 Women Leading Tech awards? Be quick! Entries close soon. For more info click here.
Obviously, last year was the first time we held the Women Leading Tech Awards. What motivated you to enter into the awards? What was your initial reaction to winning this award? What would be your message to someone who might be hesitant about entering into the Women Leading Tech awards?
I wasn’t planning on entering these awards on my own accord. It was actually my manager who put me forward and I’m so thankful he did.
When I found out that I’d won, it was a total shock and I was truly humbled! I was up against some amazing talent. I’m so incredibly grateful to be recognised by the industry, especially in the woman in tech sales category, which can often be a male-dominated industry.
The entire entry process was also really rewarding. Looking back and reflecting on all of your achievements, thinking of the people who’ve helped you along the way, and just taking a moment out of the day-to-day hustle to recognise your abilities was a great learning experience.
My advice to anyone who’s hesitant about entering these awards is to just do it! It’s a great chance to hit pause and reflect on what you’re achieving every day – even though it might not feel like you’re moving mountains, all the small achievements along the way add up!
We know that a lot has changed in the world since you entered into the awards last year. What has changed for you professionally? How much time do you spend on a computer per day? How do you balance screen time with everyday life?
Professionally a lot has changed, especially in sales. We had to completely change our approach working from home. We’ve dialled down the sales pitch and ramped up being ‘Human and Helpful’ which means putting the needs of people, the industry and the community ahead of yourself. A lot of our people in our industry were doing it tough with reduced hours and salary sacrifices, so being empathetic and providing the service they needed was really important.
Personally, as I’m sure many others have experienced, it’s been a struggle to find that work/life balance! I converted my second bedroom into an office with the intention that at the end of each day I can physically remove myself from my laptop and switch off. That being said, I am still working on the balance. That’s the goal this year! Manage my break times, as I do my workload.
Are there any diversity & inclusion initiatives that you have seen/participated in that particularly stand out for you? If so, what were they and why? What are some structural changes you believe could be made at the education level to help improve diversity and inclusion in the technology space? We’re often told about the business case for diversity. What does this notion mean to you?
I’m very fortunate to work for a company that takes diversity, equality and inclusion very seriously, there’s lots of opportunities for us to celebrate diversity and embrace inclusion. For example, our Culture Force team puts on a monthly ‘Real Talk’ speaker series which engages the Verizon Media team on pressing and current worldwide issues. Everything from climate change, civil rights, to social and racial justice, we hear from a wide range of speakers from different topics and industries including activists, scholars, authors, celebrities, and public figures. Verizon Media also holds open round table discussions where people can chat about their own experiences without judgement.
I’m proud to work at a company that acknowledges we’ve still got a long way to go. The business is investing in making a positive difference and fostering these important conversations.
As an industry we’re still a long way from being completely inclusive and diverse. To me, that will be the day when everyone has a fair opportunity. Decisions will be made purely on your skills and what you can contribute, not based on where you’re from, your age, your gender, etc.
In your opinion, where does technology fit into the creative process? How does your role combine creativity and technology?
I believe technology is the enabler for executing the creative idea effectively, they go hand in hand. It’s about understanding the key business challenge and strategically solving it through our technology, data and insights, always putting the consumer at the core. Because people do not consume media in a linear fashion, working on an omnichannel DSP that can reach consumers wherever they are, across all ad formats and channels such as native, connected TV, audio, programmatic DOOH, etc, provides the best platform to deliver both creative and tech strategies.
What was the biggest tech innovation of 2020? What will be the biggest innovation of 2021?
I think the most impressive tech innovation in 2020 was the speed at which we adopted to working and living virtually, across the entire planet. Tech has completely changed the way we communicate, relate to each other and stay connected.
Looking forward into 2021, I think the biggest trend to watch is the widespread adoption of 5G. It’s going to enable further innovation in terms of immersive experiences, accessibility, greater connectivity and speed than we have ever seen before. With so many use cases across so many industries, we have an exciting journey ahead!
Latest News

Creating Efficiencies in the Age of Consumer Privacy
In this opinion piece, Jess Miles, Country Manager ANZ of Integral Ad Science, reflects on the questions surrounding consumer data. The ability to collect consumer data online has revolutionised digital advertising by enabling customised targeting strategies and data collection. This reliance on data has been the cornerstone of many audience targeted strategies enabling marketers to […]

Jye Smith Named President Of Vibewire Board
After ten years of board leadership of the young entrepreneurial collective Vibewire, Founder & Co-CEO of Disruptors Co. Gavin Heaton is passing the torch to fellow strategy and creative leader Jye Smith, Founder and Director of branding and design studio DOUBLESTAR CO, who will now take over as Board President.

The Peers Project And Alibaba Group Launch Entrepreneur Podcast Series, ‘The Build Up’
There are now so many podcasts in the world that it would take the average person 98.9 years to find an interesting one.

AnalogFolk Promotes Two Senior Staff
AnalogFolk has promoted two senior staff, but not promoted enough to secure a spot in the downstairs carpark.

“Destroying The World!”: Confusion Reigns As Mr Potato Head Goes Gender Neutral
Mr Potato Head goes gender neutral. Barbie apparently happy she's no longer the most marginalised one in the toy aisle.

New Mercedes G-Class Campaign From Akkurat Studios Makes A “Pointe”
B&T arrived to work this morning in a chauffeured Mercedes-Benz. Well "chauffeur/government bus driver", same thing.

Kia Selects Cartelux To Spearhead Dealer Ad Technology
It's not one but four motoring articles today, dear readers. Call it coincidence as B&T really knows nothing about cars.

‘Woka-Cola’: Trump Supporters Boycott Coca-Cola Over Anti-Racism Seminar
Trump supporters are calling for a Coke ban in the US. However, it remains doubtful if that will grow their teeth back.

Dear God! Triple J Books Return Of OG Wiggles For Like A Version
It's all hot potato and big red cars in the B&T office this morning. Scottish staffer reconsiders visa application.

Thursday TV Wrap: MAFS Hands Nine The Win On A Quiet Night
Last night's TV numbers again appeared to confirm that after 15 years still nobody's watching Bondi Rescue.

Twenty-Seven Year Old Australian Margaret Zhang Appointed Editor Of Vogue China
Who doesn't love to see Aussies doing well on the world stage! Okay, maybe not Schapelle Corby or Mel Gibson.

VOZ Insights: “Television Is Now An Everywhere, Multi-Device Medium”
Only Jesus' second coming and the next Guns N Roses album officially taking longer than the arrival of VOZ.

Australian CDP Lexer Raises $33.5M In Funding
Lexer, the Customer Data Platform for brands and retailers, today announced it has raised AU$33.5 million in Series B funding, bringing its total funding to AU$43 million. The round was led by Blackbird Ventures and King River Capital, with Series A investor January Capital also participating. Blackbird’s Rick Baker will join the Lexer board. The […]

CHE Proximity Unveils Latest Work For eBay
These new eBay ads have an eerie sense of déjà vu. Worse, a not overly funny déjà vu either.

Thrive PR + Communications Makes Multiple Hires Across Sydney & Melbourne
Thrive PR has announced a string of new hires, none of whom chain smokes or swigs from a Stoli bottle.

Peroni’s Zero Alcohol Beer Partners With Aston Martin, Ahead Of Its Formula One Return
Problem with zero alcohol beers is it's all the urine but without the embarrassing one-night stands of full-strength.

Pepsi Brings Messi, Pogba And Sancho To Life In Bubbly New Campaign
B&T's shamelessly namedropping in this headline. Unless you've no idea who they are, then just move to the next article.

Chief Of Cherokee Nation Calls For Jeep To Retire Vehicle Name: “It’s Time”
Do you own a Jeep Cherokee? Well, watch it instantly devalue by a good 10 grand by simply reading this.

Women’s Lifestyle Media Company The Grace Tales Acquired By AllBright
Local women's lifestyle media company receives what all publishers are looking for - a large cheque in an acquisition.

Martech Myths: Why Most Organisations Waste Ninety-Five Per Cent Of Their Software Capabilities
This expert columnist is debunking martech myths. Including the one about Salesforce making you pregnant.

Net Profit Up 60% For Southern Cross Austereo On The Back Of Leaner Operating Model
Southern Cross Austereo's profits up 60%! Which certainly made interviewing Grant Blackley today a lot less awkward.

Cummins&Partners Welcomes PR Agency Romano Beck, Bringing Creative, Media and PR Under One Roof
Cummins&Partners has welcomed Romano Beck, who may sound like a swarthy Italian actor but is actually a PR agency.

CarsGuide Partners With Mitsubishi, Wavemaker To Create Virtual Road Trips
CarsGuide, Mitsubishi and Wavemaker create virtual road trips that includes virtual car sickness.

Petition To Ban Same-Sex Kiss In Cadbury Crème Egg Ad Garners 56,000 Signatures
Cadbury Crème Eggs join Durex condoms & Frankie Goes To Hollywood on list of things Christians find hard to swallow.

Future of TV Advertising Conference: Times Are Tough, But We’re All In This Together
B&T's reporting live from today's Future Of TV event. Not before mistakenly going to the dental hygienist conference.

TV Will Not Only Build Your Brand, It Will Get Your Cash Registers Ringing
There can be no denying TV's power as an advertising medium. Putting aside Holey Moley and Plate Of Origin, that is.

TikTok Continues To Fight COVID Misinformation
Current COVID misinformation includes the vaccine can make you pregnant while developing a Lionel Richie addiction.

Wednesday TV Wrap: 10’s The Cube Debuts To 567,000, Gives MAFS A Little Hickey
B&T's delivering all of last night's TV numbers, dipped in chocolate, rolled in coconut, with a tasty jam-filled centre.

As Bruce Springsteen Is Cleared Of Drunk Driving Charge, Jeep Resumes Use Of Super Bowl Ad
With the Springsteen saga dealt with, Jeep now turns its focus to Michelle Bridges as its next brand ambassador.

WPP AUNZ’s Unveils 32.6% Profit Drop For 2020, Revenues down 14.1%
WPP AUNZ's results out today made for some pretty sobering reading. That's why B&T read them with a couple of daiquiris.