#WomensMonth: There is no glass ceiling if you keep building

Taryn Copeman

Give us some background about yourself, and how you got into the role you're in now..

Copeman: I started off studying design and advertising and after spending a few years in agency as a designer and then art director, I was given the opportunity to get involved on a blue chip account from a management side. Having always been a believer that more is more, I jumped right in to getting a perspective of ‘the other side.’ As my career has evolved I have moved into various roles within the industry always trying to push them a bit further and break the mould. As a mom, it is always difficult to work out what opportunities to take when and at what cost. This has played a vital role in how I have worked throughout my career, taking a step into publishing with Child Magazine when my boys were tiny and taking on more responsibility as they grew, to becoming the national sales manager as well as managing the production side of the advert placements.

Seeing a gap in my knowledge I decided to make the move into digital and joined Habari Media who at the time were the partner for Facebook throughout Africa as well as partners to BBC, LinkedIn and a number of other premium platforms. These were exciting times and again I took a step into a slower role to give my family some attention. After a year in the back seat I had decided it was time to challenge myself again and prove to the team I, the only mom onboard, was as hungry as they were.

I managed to achieve the Habari Person of the Year Award at the end of that year and went on to becoming regional manager and the eventual over all sales director for the team. Last year I decided to take a leap of faith and joined a friend who had freshly opened a small agency in the hope of greatness, we did some fantastic work together but I was looking for something more, something new. Having found my passion for leadership and strategy I joined Mark1 in a consulting role as director of strategy. Working with this fantastic team has been hugely refreshing and has re-awoken my excitement of the digital world.

What is your core strategy at Mark1?

Copeman: At Mark1 we believe in starting with results and working back in order to deliver the best we can. My core strategy coming in was to provoke new ways of thinking, offer fresh perspective, spark discussions, and creative new ways. Mark1 is unique in that it not only is the top programmatic offering in South Africa with over 24 partners and a private market place, but also offers a number of South Africa’s top premium platforms along with creative, operational and agency capabilities to boot.

What barriers did you face, as a woman, becoming successful in your field, and how did you overcome them?

Copeman: As a woman with ambition, nothing is impossible, however, there are many obstacles and challenges one faces along the way. Working my way into a senior role at a young age, I struggled with the perception of others where some would ask how I managed to ‘work my way up’ or wouldn’t like the idea of working ‘under’ a younger woman. In order to grow, I pushed myself harder to prove my worth, to prove I had worked (literally) to earn my position and to gain the respect of my colleagues. This wouldn’t have been the case, for the most part, had I not been a woman. I also had the delight of hearing a male colleagues perception of women, especially mothers, in the working space… his thoughts were that we were not to be taken too seriously as we would ultimately end up at home doing soccer lifts and cooking dinner - we weren’t real players in the career game.

These sentiments were shared by two of my previous bosses where while pregnant, I was asked to move to a desk space downstairs in the back dingy corner (no longer having my own office) and working as a secondary on an account. I was also not included in client meetings as ‘it would look bad for the company!’ The second time around I was granted my four months unpaid maternity leave after being at the company for some time but although I had worked extra hard to ensure all targets were met for my months off, I was not paid my commission nor did I accrue annual leave - both of which are illegal.

These ‘obstacles’ have made me tougher and stronger and ultimately have driven me to bigger roles to prove not only to people who played their parts but also to myself that I could do anything they could do and sometimes even do it better. I have never had a sense of entitlement and have learnt to pick my battles - some are simply not worth the effort and others should be fought tooth and nail. As a positive outcome I like to bring people with me on the journey, and as a result I have found myself mentoring and growing a number of young women through the years.

Does a glass ceiling exist in the your industry?

Copeman: The glass ceiling depends entirely on you as an individual. For those who think a little differently, and evolve with the industry, there is no ceiling - we simply build another storey and keep going up.

What do you think is the biggest issue facing women today, especially in the digital world?

Copeman: The biggest challenge in my opinion is flexibility. There is a stagnant sentiment that remains in South Africa (not only in media), that if you are not in the office from 8am-6pm you are not doing your job. For most woman the challenge is really how much of your home life you are willing to sacrifice for your career - how many woman in high positions say ‘I chose my career.’ There needs to be more of a balance (for both men and women) in order to create happier work environments and increase productivity.

Based on your experience, what advice would you give to women pursuing a career in the digital field?

Copeman: Do your research, keep up with the trends happening internationally. Make sure you understand your role, do it to your fullest capabilities and be proactive. There is always a way for those bold enough to go out and seek it.

What is your message for Women's Month?

Copeman: If you don’t push yourself you will never know how far you can go. Take risks (good ones) and always apply yourself to things just outside your comfort zone. Most importantly, as women, don’t forget who you are, don’t forget that being a woman comes with compassion, understanding, strength and adaptability - these things are ours to hold uniquely, they are what make us born leaders and are the key factors in success.