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:
👋 Introduce yourself and share a bit about your role in hospitality marketing.
🔎 What is one core belief you hold about using data to guide marketing or commercial strategy within a property or portfolio?
📈 Can you walk us through a practical example of how data has informed a decision you’ve made around property visibility, guest targeting, or channel performance?
🤔 Looking at that experience, what is the biggest takeaway for hoteliers who want to take a more performance-driven approach to hospitality marketing?
🚀 How does that takeaway connect to the way GCommerce approaches data, performance, and accountability in hospitality marketing today?
❤️ Is there a woman who has mentored you along the way that you would like to recognize? How has her guidance shaped your career, and how do you aim to pay that mentorship forward to others?
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."
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."
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."
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."
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.
