Women who inspire us through data-driven hospitality marketing

Women’s History Month is one of our favorite times of year. It offers a moment to pause and recognize the meaningful contributions women make across industries and communities, including the impact they bring to GCommerce every day.

This year, we spoke with members of our female leadership team about their career journeys. They shared the moments that shaped their paths, the challenges they navigated, and the milestones that helped define where they are today.

In the conversations ahead, you’ll learn how each leader arrived in their current role and the advice they offer to others building their own careers. Their stories are a reminder that there is no single path to leadership. Every journey is different, and each one holds the power to inspire.

To celebrate Women’s History Month, we invite you to hear directly from the women helping lead GCommerce forward.

Each leader of the GCommerce team will be answering the following questions:

Click on the links below to see what each leader had to say.

Meet the female leaders of GCommerce Solutions 

Erin Fischer, Director of Marketing

"I think something very important when it comes to analyzing data for marketing decisions is to look at it with a grain of salt and use your campaign context to help guide those strategies. Oftentimes, we see people get stuck on one or two metrics within a report that might look good or bad at face value.

However, without the additional knowledge of campaign details or critical on-property performance, it can be hard to paint the full picture and understand whether or not a campaign is actually successful. In fact, it’s also important to review multiple reports as they all tell a different story, and when you combine all of this together, that’s when you can really craft a solid marketing strategy based on data."

Read more here

Lisa McGivney, Vice President of Marketing

"You can’t rely on a single report or platform to tell the full story. In digital marketing, we work across numerous channels and platforms, and each gives a window or helps provide hints towards the greater story.

It’s important to break down these silos of data, come together as a team of experts across areas of marketing, and put the story together to identify opportunities, roadblocks, and ways to problem-solve to help our clients meet their business goals and objectives."

Read more here

Abby Rosenberger, Director of Account Services

"One core belief I have is that data should keep us focused on what truly matters. It’s easy to get caught up in vanity metrics, but the real power of data is in helping us understand what’s actually driving long-term success.

In hospitality marketing, that means using data to inform smarter decisions that grow direct bookings and support sustainable performance for the property or portfolio."

Read more here

Lindley Cotton, President

"One belief I’ve developed over the years is that data should make decisions clearer, not more complicated.

In hospitality, we have access to an incredible amount of information, but that doesn’t always translate into clarity. I’ve seen many situations where teams are looking at dashboards full of metrics but still struggling to answer the most important question: what should we actually do differently?

For me, the real value of data is when it reflects how guests actually behave. When the structure of the data mirrors the guest journey, patterns start to emerge and marketing decisions become much more intuitive. Instead of debating opinions, teams can focus on what the data is telling them about demand, visibility, and guest intent.

Over time, I’ve come to see good data less as a reporting tool and more as a way to bring alignment to commercial strategy. At the end of the day, data isn’t about numbers on a dashboard. It’s about helping teams make better decisions for their business and their guests."

Read more here

Women's History Month is an important moment to recognize the progress women have made while continuing the work toward greater equity in the workplace. It is a time to celebrate the leaders, innovators, and changemakers who are shaping industries, breaking barriers, and expanding what leadership looks like.

As we reflect on these stories and achievements, we also reaffirm our commitment to supporting and elevating women across every level of our industry. Their perspectives, expertise, and leadership play a vital role in shaping the future of digital marketing and the broader business landscape. By creating space for women to lead, collaborate, and thrive, we move closer to a workplace where opportunity and impact are truly shared.

Celebrating Women's Leadership: Insights from the female leaders at GCommerce Solutions

One of our favorite months every year, Women’s History Month, gives us a chance to pause and consider all the amazing contributions women make throughout the world, especially here, every day at GCommerce. This year, we’ve interviewed the current female leadership team members to get their real-life journeys and advice for other women navigating their own career journeys.

Discover how each of our current female leadership team members arrived in their current roles - from their most pivotal moments to challenges and milestones. We think you’ll walk away feeling inspired and empowered, knowing that everyone’s path is different and that you have the power and capability to forge your own path.

To celebrate Women’s History Month, we want you to hear from some GCommerce leaders.

Each leader of the GCommerce team will be answering the following questions:

• What are some challenges you believe are unique to women in leadership roles within the digital marketing industry?
• Can you share strategies or personal experiences that have helped you overcome these challenges and thrive in your leadership role?
• What are some of the most significant achievements and milestones you've reached at GCommerce Solutions?
• What practical advice would you offer to women who aspire to take on leadership roles in digital marketing?

Meet the female leaders of GCommerce Solutions 

Click on the links below to see what each leader had to say.

Lindley Cotton, President

"You don’t have to know everything. Try to approach every situation with curiosity and an open mind. Many women struggle with imposter syndrome (myself included), and you just have to remember that being a leader isn’t about being all-knowing. You should be actively seeking out opportunities to grow and learn every day, which will help you become a more emphatic and well-rounded leader in the future.

Also, seek out mentors. I’ve had several over the years all of which helped me grow different skill sets. A lot of times, you naturally find mentors, but don’t be afraid to speak up and ask someone to help coach you if you know they have expertise in an area that you’re looking to grow."

Read more here

Lisa McGivney, Vice President of Marketing

"Take on challenges you don’t think you’re ready for or know how to do. Trust in yourself that you have the ability to figure it out and work hard to achieve it. In the words of Phish, it’s “time to put your wingsuit on.”

Once you realize everyone is out here just “winging it” you’ll realize you’re more qualified and deserving than you think. Then, once you get there - remember to advocate for yourself and others along the way."

Read more here

Kara Lange, Vice President of Business Development

"Transitioning from an individual contributor to a leadership role can be challenging, but my biggest advice is to seek out opportunities beyond your core responsibilities. Volunteer for projects, take initiative in cross-functional collaboration and develop a strategic mindset beyond your day-to-day role.

Finding a mentor is also invaluable—whether it’s your boss or another senior leader, learning from someone who has navigated leadership can provide critical insights."

Read more here

Erin Fischer, Director of Marketing

"Dream big and vocalize those dreams to anyone who will listen, and then dive in head first. I say all the time that you don’t know what you’re capable of until you are put into the position to do something big. Take any negative or difficult situation and turn it into an opportunity to prove yourself and grow. Be a team player, but speak up for yourself and others.

Challenge everything, but also understand that it’s okay to sit back and give yourself a break too. Find your community and the people who are going to support you."

Read more here

Abby Rosenberger, Director of Account Services

"Pursue your passion rather than simply chasing a paycheck. True success comes from doing work that excites and motivates you every day. When you are genuinely passionate about what you do, that enthusiasm becomes evident in your creativity, decision-making, and leadership. It fuels your drive to continuously learn, innovate, and push boundaries.

Passion not only leads to personal fulfillment but also inspires those around you, helping to shape a meaningful and impactful career. When you love what you do, success naturally follows."

Read more here

Women's History Month serves as a vital reminder to celebrate these achievements while continuing the push for gender equality in the workplace. It is a time to honor the contributions of women who are shaping industries, breaking barriers, and inspiring positive change.

As we reflect on these stories, let’s reaffirm our commitment to supporting and uplifting women in leadership. Their voices, ideas, and expertise are crucial in shaping the future of digital marketing and beyond. Together, we can foster an environment where every woman has the opportunity to thrive and lead.

2024 Equity & Advocacy Team Impact Report

In 2022, GCommerce produced a company survey to gather team member insights on
its Cultural Pillars. While the primary goal was to evaluate which pillars needed to be
updated in a post-pandemic world, GCommerce also found that many team members
requested more education and discussion around Diversity, Equity & Inclusion.

Survey respondents were proud of the company efforts towards a more equitable workplace,
but they wanted those efforts to be more formal and institutional. In response,
GCommerce decided to incorporate Diversity, Equity and Inclusion into its foundational
"Cultural Pillars."

The company didn't stop there. Formalizing DEI as a culture pillar was an important first
step, but GCommerce was looking to make an impact, both within the company and the
community.

And that is how the Equity & Advocacy Team was formed.

At the onset, the team drafted a charter to guide the goals, strategies and desired
outcomes of the group. Now, the company presents a recap of the work that has been
done and the outcomes it has generated over the past year.

View our 2024 Equity & Advocacy Team impact report here.

Celebrating Womanhood: GCommerce Traditions

Womanhood is an incredibly diverse experience, with each culture and each family having a unique approach to the journey. From quinceañeras and bat mitzvahs to Sweet 16 parties and menstruation celebrations, people from across the globe celebrate womanhood in all kinds of ways. 

And GCommerce is no exception! Each member of our team comes from a different background and has a unique experience with the concept of womanhood. Here are some of the GCommerce team’s cultural and family traditions for celebrating womanhood.

Alex Scharpf

In our family, we don’t really celebrate “womanhood” any differently than “adulthood” more broadly. However, we do have some minor traditions for “motherhood.” 

The entire extended family always comes together for Mother’s Day, and we make sure to write the name of every mother on a cake. (Though when your family is as big as mine is, it’s definitely a challenge!)

Once you’ve had your first child, you also get upgraded perks at family events. Your Christmas check is larger, you get to sit on the chairs that don’t fold up on you, and you get first dibs on holiday meals. None of these perks apply to the fathers in our family, so it’s really interesting that we specifically celebrate the moms.

Jael Dugdale

I come from a non-traditional family, so we don’t necessarily have a “tradition” to celebrate womanhood. However, what I am doing is passing on my experiences and the spirit of exploration and resilience to my daughter. As she begins to chart her own path, I'll be there for her through the twists and turns of life, cheering her on and empowering her to go after her dreams.

Jaylene Van Lin

Womanhood is a journey passed from my grandmother, through my mother, to me – a story of strength and growth. It starts with my grandmother being raised in the confines of a traditional household. She went on to enter a controlling and abusive marriage, a narrative that dictated her entire life.

But my grandmother always held onto hope for her daughter. She made sure my mother knew her worth, laying the foundation for a different life. While my mother still takes on many domestic duties that she feels obligated to do, her experience of womanhood is a world apart from my grandmother's. Sure, she still cooks my dad dinner every…single…night…but overall, she's treated with respect.

Maybe you know where the story is going now. Yes, my mother also wanted a better life for her daughter – me. Now, as I embrace my independence, I celebrate womanhood each day. I'm grateful for the sacrifices of the women before me, which have given me the freedom to define womanhood my own way. 

Kaylin Long

In my experience growing up in The Church of Jesus Christ of Latter-day Saints, there hasn’t been any explicit celebration to acknowledge womanhood. But at certain age milestones, people in the religious community would begin to apply different gender roles to you.

At 12 years old, we become a “young woman” and begin attending a class at church that is only with other girls. At 16 years old, we are then encouraged to go on group dates (without steady dating). At 18 years old, “young women” become full-fledged women and move on to a different class, still segregated by gender, called “relief society.” At 18, we’re also expected to begin courting someone seriously with the intention of getting married. Once you’ve gotten married, you’re expected to begin having children and are expected to have as many as you and your spouse can physically support.

Kenyon Cotton

As a father of two daughters, this is a topic near and dear to my heart. In our household, I don’t like assigning gender roles to hobbies and interests. Our main focus is simply trying to build character and resilience, and instill moral values. 

The result is two girls who are fully enabled to explore all facets of the human experience: sports, both organized and extreme; science, mostly in the form of bugs, animals, mud, and exploration; glamour and fashion; being a leader, a follower, or somewhere in between; being a hero and a protector and knowing how to ask for help when they need it. Both transcendence and immanence. 

As I see it, one of our most important jobs as parents is to ensure that they understand that the full spectrum of possibilities is available to them as they work on figuring out how to find fulfillment and happiness, and how to provide value to the world. 

Lisa McGivney

We don’t have any family traditions that I can recall, but I’m excited to start a new one this year! I’ll be going skiing with my daughter for International Women’s Day.

Sharing Traditions

Every woman is unique, so individual traditions of womanhood are equally special. Talk to your coworkers and friends, and see what their own experiences have been. You might learn something new!

2023 DEI Impact Report

In 2022 GCommerce produced a company survey to gather team member insights on its current Cultural Pillars. While the primary goal was to evaluate which pillars needed to be updated in a post-pandemic world, GCommerce also found that many team members requested more education and discussion around Diversity, Equity & Inclusion.

And that is how the Diversity, Equity & Inclusion Study Group was formed.

Now, over a year after establishing the study group, the company presents a recap of the work that has been done and the outcomes it has generated.

View our 2023 DEI Study Group Impact report here.