The Women Driving Impact Across Data and Marketing at Napkyn

Celebrating the women at Napkyn whose expertise in data, analytics, and marketing transforms complexity into clarity and drives measurable client impact.

Monika Boldak

Associate Director, Marketing

Connecting Data Analysis and Marketing Strategies

In data, analytics, and marketing, outcomes are often measured in dashboards, performance metrics, and revenue impact. What is less visible, but equally critical, are the people shaping those outcomes.

For International Women’s Day, we chose to pause and highlight the women at Napkyn who lead projects, untangle complexity, build systems, optimize campaigns, and guide clients toward clearer decisions. Instead of publishing a generic statement about representation in tech, we asked a focused question about their path into this field and what keeps them here.

This blog is not just a celebration. It is a recognition that strong data strategy, effective measurement, and successful marketing execution are driven by perspective, leadership, and problem-solving. The women on our team contribute to that every day, across analytics, implementation, media, and cloud.

What is your role at Napkyn, and what does your day-to-day work usually involve?

Lisa Ying: My role is Associate Director, Data Solutions, where I lead end-to-end project delivery and actively communicate with different stakeholders internally and externally. I also manage the Analyst team, ensuring efficient execution and alignment with business objectives.

Zeljka Skenderija: AVP, Data Solutions

Muna Hassen: Media Solutions - Senior Analyst. I manage and support key client accounts, developing strategic media plans and overseeing successful campaign troubleshooting and execution. I leverage Google Marketing Platforms (DV360, CM360, SA360) to optimize performance and drive programmatic strategy across insurance, healthcare, entertainment, and retail clients, while also identifying process improvements and automation opportunities to enhance overall results.

Ashu Nair: I am a Senior Implementation Specialist in the digital analytics space. I focus on auditing websites and mobile tracking to ensure data accuracy and alignment with business goals. My day-to-day involves identifying gaps, recommending improvements, designing event tracking frameworks, and implementing solutions using tools like GA4 and GTM. I also present findings to clients and stakeholders to help them make data-driven decisions and improve performance

What was your path into data, analytics, or marketing technology? Was this always the plan, or did you arrive here in a less direct way?

Lisa Ying: I began my career as a Marketing Analyst, then transitioned into Data Analytics and later expanded into Cloud technologies. This progression was driven by my consistent curiosity and desire to understand the full picture of client data pipelines end to end.

Zeljka Skenderija: I definitely didn't grow up thinking I'm going to work in data analytics. I developed love for the data very early in my career. I have spend recent decade in strategy and innovation roles. Recent career engagements , drawn me back to the power of data to enable Marketing AI adoption.

Muna Hassen: I majored in Marketing and Information Systems, which allows me to blend strategic thinking with technical execution in my current role. I apply marketing fundamentals to develop effective media strategies while leveraging data, platforms, and automation tools to optimize performance and drive measurable results.

Ashu Nair: I started in web development which sparked my interest in how users interact with digital products. That led me into digital analytics, where I focused on tracking and performance optimization. Over time, I specialized in implementing analytics solutions and make data-driven decisions, which brought me to my current role as a Senior Implementation Specialist.

What originally drew you to this kind of work, and what made you decide to stick with it?

Lisa Ying: I’ve wanted to work in data analytics within a consulting environment since university, and that passion has remained strong throughout my career. I’m energized by challenging work and enjoy untangling complex problems to uncover actionable insights.

Zeljka Skenderija: I always gravitated towards roles where I could bring structure to complexity, building strong teams, improving and innovating business models and helping organizations make better decisions. It's the space where I can have the biggest impact - bringing clarity, structure and a people-first approach

Muna Hassen:I was drawn to the world of digital advertising because it allows me to combine my analytical skills with my passion for problem-solving. I enjoy using data and insights to tackle complex challenges, optimize campaigns, and create strategies that deliver measurable impact.

Ashu Nair: This role appeals to me because it allows me to combine my technical and analytics expertise with business impact.

Was there a moment when this field really “clicked” for you, when you realized this was something you wanted to keep doing?

Lisa Ying: I feel most fulfilled in my work when I’m able to truly help others, especially when I can identify the root cause of an issue and guide the team or client toward a clear solution. There’s a strong sense of accomplishment in resolving complex problems and ultimately seeing the client feel confident and satisfied with the outcome. Knowing that my analysis and leadership made a meaningful difference is what makes the work especially rewarding.

Zeljka Skenderija: Watching the room full of marketing executives shift from confusion to alignment - I wanted to stay in field where data can cut through noise and build trust. Love when data is values as an ASSET as ENGINE for the success. Seeing how data elevates people in the room is powerful !

Muna Hassen: It all clicked for me when I realized that I was naturally skilled at the fast-paced digital advertising space, being analytical, adaptable, and a quick thinker, while also loving to communicate. Combining these strengths allows me to solve problems, develop strategies, and drive results in a way that feels both natural and rewarding.

Ashu Nair: My "click" moment came when I realized that building websites was only a part of the story - the real impact came from understanding how users interacted with them. I saw how accurate tracking and analytics could directly influence decisions and performance, and that's when I knew I wanted to specialize in digital analytics.

What keeps you motivated in your work today, especially when projects get complex or messy?

Lisa Ying: I’m motivated in my work today because I truly value the continuous growth that comes from day-to-day operations. Each project and challenge provides an opportunity to learn, sharpen my skills, and broaden my perspective, which keeps me engaged and driven.

Zeljka Skenderija: Strangely I am at home in complexity., I am creative problem-solver. Some people run away from the chaos, I treat it as raw material - something I can shape, refine and turn into operating model that works. So yes, complexity and mess motivates me. It's where magic happens

Muna Hassen: I stay motivated by the challenge of solving complex problems, seeing the tangible impact of my work, and constantly learning in a fast-moving, data-driven environment. I’m energized by opportunities to optimize strategies, collaborate with smart teams, and drive measurable results that make a difference for clients.

Ashu Nair: I am motivated by seeing my work help teams make better decisions and improve performance. I also enjoy solving problems, learning new tools, and continuously improving processes.

Did you ever feel unsure about whether you belonged in this field, or face assumptions about your role or abilities? How did you work through that?

Lisa Ying: Yes, there have been times when I’ve felt unsure, particularly when I didn’t fully understand something. Over time, I’ve learned to accept that growth is a process and that developing new skills or perspectives takes time. Instead of being discouraged, I see those moments as signals that there’s an opportunity to learn, ask questions, and deepen my understanding. That mindset has helped me build confidence and continue progressing.

Zeljka Skenderija: Oh yes, there was assumption along the way - my approach: Learn and Deliver. And let the results do the talking. Shut down assumption fast with competence.

Muna Hassen: I’ve never felt unsure about belonging in this field because advertising has always felt like a natural fit for my skills and interests. My analytical mindset, problem-solving ability, adaptability, and love for communication align perfectly with the demands of the industry, which has given me confidence from the start.

Ashu Nair: I initially thought tracking was just technical, but I learned it also requires understanding business goals. Early challenges with complex setups taught me to audit, troubleshoot, and communicate findings effectively.

If you could go back and give your earlier self one piece of advice about working in data or tech, what would it be?

Lisa Ying: Stay curious and don’t be afraid to make mistakes, especially the non-critical ones that help you learn. Give yourself the time and space to grow, and trust that development is a continuous process.

Zeljka Skenderija: My advise - don't try to be the most technical person in the room - be the person who can translate, connect dots and make the whole thing make sense.

Muna Hassen: I would tell my earlier self that no one can put you in a box that you don’t choose for yourself. Trust your skills, stay curious, and define your own path, your abilities and determination will open more doors than any external expectation ever could.

Ashu Nair: I would tell my earlier self to focus on business impact, not just technical skills, and to keep learning consistently - that's what accelerates growth in this field.

What’s one thing that helped you grow in your career, or something you wish you had known earlier?

Lisa Ying: That sense of awkwardness often comes from feeling uncertain, and it’s a completely common and natural experience. Whenever we step into something new or unfamiliar, it’s normal to feel a bit uncomfortable. In many ways, that discomfort is a sign that you’re stretching beyond your comfort zone. Embracing it as part of the learning process can help turn uncertainty into growth and confidence over time.

Zeljka Skenderija: Don't go cozy. Cozy is where careers go to nap. If opportunity is not there, make noise and create one

Muna Hassen: I’ve learned that being the quietest person in the room doesn’t mean you’re not contributing, there’s so much to gain from listening and observing. There’s no cookie-cutter way to add value, and every person brings a unique perspective and strengths to a team.

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