Meet Erin Hawryluk, the VP of Marketing at Cadent. This dynamo doesn’t just navigate the chaotic world of ad tech; she bulldozes through it like a wrecking ball through a Jenga tower. Balancing career and kids with the finesse of a tightrope walker and the fire of a dragon, Erin is a force of nature. Picture a juggler at a three-ring circus, but instead of balls, she's handling spreadsheets, data, and an endless stream
of strategic meetings. She’s been through it all, from ad sales to product marketing, and has enough stories to fill a best-selling thriller—or at least a very entertaining graphic novel.
“Back then, there was an accepted behavior that we just, as women, no longer tolerate,” Erin recalls, her voice dripping with the kind of disdain usually reserved for bad reality TV. “It's amazing. We're not talking about the 1960s. We're talking about 2006. I sat through those
uncomfortable dinners, uncomfortable conversations. There was an accepted behavior back then.” The industry was a testosterone-fueled boys' club where strip clubs were the networking venues of choice, and women were expected to grin and bear it. Erin, however, wasn't about to be relegated to the sidelines. She learned to navigate these treacherous waters with the precision of a cat burglar tiptoeing through laser beams. She’s witnessed the industry's evolution firsthand, and she’s not afraid to
call out its past while pushing for a better future.
Erin’s role at Cadent is nothing short of exhilarating. “We have a lot of exciting things happening at Cadent. We recently announced our acquisition of AdTheorent, so that keeps us busy,” she says, her excitement palpable. This isn’t just a corporate merger; it’s a transformative step for Cadent. The combination of Cadent's robust infrastructure and AdTheorent’s cutting-edge AI is set to create a powerhouse
capable of achieving new heights in the advertising world. Erin’s enthusiasm is infectious, and it’s clear she’s ready to lead this dynamic integration into uncharted territory.
With AdTheorent's AI and predictive audiences combined with Cadent's patented viewer graph and household-level targeting, Erin is poised to revolutionize the advertising world. “We're really going to allow our advertisers and our customers to extend their reach across the omnichannel
ecosystem and really drive results, measurable outcomes for their advertising partners,” Erin explains. This merger is about fundamentally transforming how brands connect with consumers. The integration of these advanced technologies promises to bring a new level of precision and effectiveness to programmatic advertising, making it more impactful than ever before.
Erin’s vision is nothing short of revolutionary. She talks about the future with the kind of
excitement usually reserved for kids on Christmas morning. The synergy between Cadent and AdTheorent promises to streamline the complex web of digital advertising into something far more efficient and effective. Advertisers will be able to reach their audiences with pinpoint accuracy, turning what was once a scattershot approach into a targeted, efficient process. Erin is steering this ship with the confidence of a seasoned captain, ready to navigate the choppy waters of the ad tech world and
lead her team to new horizons.
On the topic of product marketing, Erin gets candid: “We really sit within this crux of customers, sales, and product, often taking very complex ideas and features and technologies that are built by our amazing product and engineering teams and trying to distill it into something that resonates for our customers.” It’s not just about crafting pretty slides or writing catchy blogs; it’s about transforming complex tech jargon into digestible, impactful narratives.
“We kind of see a lot and we see a lot of pieces of the business. We hear a lot of things. And so we have the ability to synthesize information.”
When it comes to navigating the ad tech wars, Erin has some battle scars and plenty of wisdom. “I think now the difference with especially young women in the industry is like, just, there’s a level of intolerance where we will no longer stand for that kind of behavior. And I think overall men and everybody have, tides
have shifted a little.” This quote perfectly encapsulates Erin’s journey through an industry that has often been unkind to women. In the early days, she endured the uncomfortable dinners and inappropriate conversations that were par for the course in a testosterone-fueled boys' club. But Erin, with her unyielding spirit, didn’t just survive; she thrived. She learned to navigate these treacherous waters with the precision of a cat burglar, turning every challenge into an opportunity.
Erin has not only weathered the storm but has also become a beacon of change, championing an industry where women no longer have to tolerate outdated norms. Her resilience and determination have made her a formidable force in ad tech. She’s not just playing the game; she’s changing the rules. The industry today is a far cry from what it was when she started, and a significant part of that evolution can be credited to trailblazers like Erin. She’s seen the worst of it and
has emerged stronger, ready to pave the way for the next generation of women in tech.
She’s a modern-day gladiator, wielding her sledgehammer to shatter the glass ceiling. Erin’s approach is not just about breaking barriers but about redefining the landscape entirely. Her battle scars are not just symbols of past struggles but badges of honor that fuel her drive for change. She’s relentless in her pursuit of equality and fairness, ensuring that the path she’s
blazing is smoother for those who follow. Her efforts are not just about making a name for herself but about creating a legacy that will inspire countless others.
Erin’s approach to leadership is equally dynamic. “You have to treat women coming back from maternity leave as an onboarding experience,” she advises. “Whether they were out for six months, six weeks, three months, whatever it is, they've been through a lot.” She’s been there, done that, and now she’s
leading with empathy and understanding. Erin’s leadership style is more Oprah than Steve Jobs. “I like to lead through bringing people along,” she says. Everyone gets a seat at the table; everyone is involved, and everyone knows everything. “There's no need to hide information from my team. That's how I view it.”
In the fast-paced world of TV and advertising, Erin sees the future with the clarity of a hawk spotting its prey. “We’re gonna have to find a way to bring
it back to make it easy for them to find content, consume content, and make it affordable,” she declares, with the kind of certainty that makes you want to immediately invest in whatever she’s selling. Erin isn’t just sitting back and watching the industry evolve; she’s got her hands on the wheel, navigating the twists and turns with the precision of a seasoned race car driver. She’s the captain of this ship, and she’s charting a course for uncharted waters, ready to conquer the high seas of TV
and digital media.
Erin’s vision for the future is as ambitious as it is revolutionary. Picture this: a world where TV and digital media are seamlessly integrated, offering a smooth and effortless experience for both consumers and advertisers. No more juggling a dozen streaming services or trying to remember which app has that show you like. Erin is predicting—and actively working towards—a future where content is as easy to find as your car keys (on a good day).
She’s like the Marie Kondo of the media world, tidying up the chaos and making everything just a bit more Zen.
“The days of fragmented viewing experiences are numbered,” Erin boldly states, with the conviction of a prophet. And she’s not just talking the talk; she’s walking the walk. Erin is at the forefront of this transformation, ensuring that Cadent is leading the charge. She’s the kind of leader who doesn’t just ride the wave of change; she builds the
surfboard, designs the wetsuit, and then goes on to conquer the biggest waves. Her hands-on approach and visionary mindset are setting the stage for a new era in TV and digital media, one where seamless integration is the norm, not the exception.
Erin’s role in this revolution is pivotal. She’s not content with simply observing the shifts in the industry; she’s actively shaping them. With Cadent product marketing under her leadership, the company is positioned to
be a trailblazer, leading the industry into a new age of integrated media experiences. Erin’s determination and forward-thinking strategy are ensuring that Cadent isn’t just keeping up with the times but is ahead of the curve, setting trends and creating standards that others will follow. In Erin’s world, the future of TV and advertising isn’t just bright; it’s blindingly brilliant.
Erin Hariluk isn’t just a VP of Marketing; she’s a marketing dynamo, a fearless
leader, and a trailblazer in the ad tech world. With her, the future of marketing looks not just bright, but downright dazzling. She’s redefining what it means to be a leader in this industry, blending strategy with creativity and driving forward with unstoppable momentum. Erin’s story is one of resilience, innovation, and unyielding determination, making her a true force to be reckoned with in the world of marketing and beyond.
WATCH THE FULL INTERVIEW HERE
