An Interview With Pirie Jones Grossman
Be Yourself. Don’t mold into an old idea of what corporate success looks like. Women are incredibly dynamic and thoughtful in how they approach things. Show up as yourself first and know your voice has purpose. For myself personally, I have visible tattoos to show my flare of unique personality, but I balance it with a professional appearance.
In today’s dynamic world, the concept of leadership is continuously evolving. While traditional leadership models have often been male-dominated, there is a growing recognition of the unique strengths and perspectives that women bring to these roles. This series aims to explore how women can become more effective leaders by authentically embracing their femininity and innate strengths, rather than conforming to traditional male leadership styles. In this series, we are talking to successful women leaders, coaches, authors, and experts who can provide insights and personal stories on how embracing their inherent feminine qualities has enhanced their leadership abilities. As part of this series, we had the pleasure of interviewing Angelina Marmorato.
Angelina Marmorato is currently the Associate Vice President of Sales and Partnerships for North America at Lemma, where she brings over 14 years of expertise in online advertising and strategic management. She has built a career focused on programmatic advertising, having held key roles in product development, solutions engineering, and sales at industry leaders like MiQ and Quantcast. Known for her ability to foster trusted client relationships and lead innovative projects, she provides visionary guidance for Lemma’s North American operations. She’s based in New York, and holds dual master’s degrees in business and marketing from Georgia State University, and a bachelor’s from the University of Georgia.
Thank you so much for joining us in this interview series. Before we dive into our discussion about authentic, feminine leadership, our readers would love to “get to know you” a bit better. Can you share with us the backstory about what brought you to your specific career path?
My career path in online advertising and AdTech really started right out of college. Back in 2009, during the market crash, there were no marketing jobs available, but I was lucky enough to join a firm in Atlanta that specialized in media advertising. This turned out to be a blessing in disguise because the company had an excellent training program that provided me with a strong foundational understanding of all things about web-based digital technology, ad technology, and the full campaign management lifecycle. This early, well-rounded exposure set me up for success as I went on to work across various sides of the industry — for publishers and vendors, on the demand and supply sides. The diverse experience I gained in those different roles has been pivotal in developing my deep expertise in online advertising.
Can you share the most interesting story that happened to you since you started your career?
This may not be the most interesting story, but what immediately stands out to me to mention is that there is a constant tie and connection to certain people throughout my career. One of my favorite colleagues of all time, Kristin D’Amico and I worked together as a salesperson/account manager combo at two different companies over the span of 3–4 years. Our shared values and the making of a shared experience helped us be top performers and also inspired me to enter sales myself in the years that followed.
The powerful combination of human partnerships and connections like this is what really allows companies and people to get ahead. There are no completely original ideas, it’s the symphony of how it all comes together and the joint motivation to make it to the top that pushes humans. Find your people.
What do you think makes your company stand out? Can you share a story?
What makes Lemma stand out to me is the consistent value of transparency that Lemma places on its business decisions and operations. Even in one-on-one conversations and contract negotiations, transparency is a core value that guides how we make decisions and structure our agreements. This focus on transparency has been a unique and valuable lesson for me in how to build trust and accountability into the way a business functions.
You are a successful business leader. Which three character traits do you think were most instrumental to your success? Can you please share a story or example for each?
- Self-awareness and Coachability — When I was at MiQ, I was able to join a leadership program where I recognized that my public speaking skills needed a major improvement. I worked closely with a C-level mentor to reflect on my weaknesses and concentrate on the steps it takes to overcome my anxiety and develop stronger storytelling skills.
- Flexibility and Creativity — Even in the programmatic advertising space, which is often seen as less creative, I was able to consistently find ways to be innovative in this limited environment, which was seen as a strength and noticeable differentiator.
- Collaboration — I can’t say enough how important it is to build relationships and collaborate proactively with people in different departments, not just when necessary. This ability to understand how to communicate and work with others from diverse backgrounds effectively was crucial to my success.
Leadership often entails making difficult decisions or hard choices between two apparently good paths. Can you share a story with us about a hard decision or choice you had to make as a leader? I’m curious to understand how these challenges have shaped your leadership.
One of the key lessons I’ve learned is that it’s better to make a decision today, even if it’s not the perfect one, rather than waiting and making the wrong call. In the fast-paced world of AdTech, you have to be willing to try things, see what works and what doesn’t, and be ready to adjust course quickly. I’ve seen this firsthand while working on the go-to-market strategy at Lemma. We’ve had to constantly evolve our approach as the market and client needs have changed. Overall, I’ve found that being nimble, learning from failures, and not being afraid to make tough decisions is crucial for effective leadership in this industry.
Ok, thank you for that. Let’s now jump to the primary focus of our interview. Can you share a personal experience where embracing your unique leadership style, which might not align with traditional expectations, led to a significant positive impact in your organization or team?
As I’ve progressed in my career, I’ve had to evolve my leadership style over time. More so recently, I’ve taken on broader organizational responsibilities, moving from a more relaxed, friendly approach when managing smaller teams to a style that requires separating personal emotions from business needs. While it can be uncomfortable at times, maintaining that professional distance is necessary the higher up I go. However, the one thing that has remained consistent is my focus on positivity and caring about my employees, which has had a very positive impact, especially in larger organizations where this can easily be overlooked.
In your journey as a leader, how have you balanced demonstrating resilience, often seen as a masculine trait, with showing vulnerability, which is equally powerful, but typically feminine? Can you give an example where this balance created a meaningful difference?
Differences in socially acceptable norms for men and women still exist today. Even women who grew up in homes with parents who encouraged them to achieve their full potential find that their real-world experiences are different from men’s.
What’s different is the expectation from others. It’s up to us women to show that we are both resilient and vulnerable — at precisely the same levels as men. These are not feminine and masculine traits; they are individual traits, often protected by social norms. So, it’s harder for a woman to be seen as resilient because it’s not expected. The real value is in being yourself while holding yourself to the same standards as men.
With that said, women are different than men. We shouldn’t change or hide that but we should change and widen our stage to fit our own talents and characteristics best. It’s all about balance.
I tend to collaborate more than many of my male counterparts, so I consistently use this to my advantage. This often means seeking the opinions of others for marketing materials we create. I collect selected feedback for most projects before the final product goes to the sales team. I also make sure it’s known that it isn’t a democracy and that my expertise in marketing allows me the final say. I’m able to honor my core skill set but also demonstrate a more stereotypically masculine trait of taking power over the collaboration and owning it.
As a woman in leadership, how have you navigated and challenged gender stereotypes, especially in situations where traditional male-dominated approaches are the norm? What strategies have you employed to remain authentic to your style?
First, it’s key to remember that gender traits, often labeled masculine or feminine, are socially constructed. The key strategy is to be yourself while also stretching beyond traditional gender roles. Do not fear negative reactions when challenging norms, change is often uncomfortable for people. It’s about finding your own authentic way to be direct, rather than conforming to more masculine communication styles. My experience shows that persistent effort to push boundaries can lead to meaningful progress, even if it’s gradual.
To keep your authenticity true to yourself, don’t be afraid to stretch beyond the boundaries of traditional gender roles, even if the reaction may not be pleasant at first. People don’t like the challenge of change, but continuing to push and press forward is important.
How do you utilize emotional intelligence and active listening to create an inclusive environment in your team or organization? Could you share a specific instance where these qualities particularly enhanced team dynamics or performance?
Emotional intelligence is key, it’s often overly associated more with women but it is something that every person really needs to have. The best examples of enhancing emotional intelligence are really bringing it to the forefront, pointing it out respectfully and holding space for open conversations to strengthen team dynamics.
I often collaborate with Lemma teams in India, and there’s a cultural difference when it comes to relationships– there’s more value placed on creating more meaningful work relationships. Bringing more of a teamwork mindset, rather than having an individual mindset, where others have intentional communication and seek collaboration, helps us bridge that gap.
What role has mentorship played in developing your authentic leadership style, and how do you communicate authentically to inspire and empower both your mentors and mentees?
Mentorship has played an important role in developing my authentic leadership style. As a woman, I initially sought out female mentors who resembled where I wanted to be in the future. However, as I continued to rise in the ranks in my career, I’ve realized that it’s also essential to seek out male mentors, even if their style or background can be different from mine. It’s important for your growth and widens your perspective to be open to different types of mentors at various seniority levels. Ultimately whoever you partner with needs to represent where you want to be professionally. The search for the right mentor needs that intentional effort and time investment.
In reality, no one can mirror you exactly, and people can’t be molded into a stereotypical corporate role model. In order to communicate authentically you need to have the courage to be yourself. This process has truly allowed my own voice and personality to develop and shine through, which can be inspiring and empowering to others. Being true to myself is my key to developing my authentic leadership style.
Based on your experience and research, can you please share “5 Ways Leading Authentically As A Woman Will Affect Your Leadership”?
1 . Be Yourself. Don’t mold into an old idea of what corporate success looks like. Women are incredibly dynamic and thoughtful in how they approach things. Show up as yourself first and know your voice has purpose. For myself personally, I have visible tattoos to show my flare of unique personality, but I balance it with a professional appearance.
2 . Look Inward. Self-reflection is part of your superpower. Understand where you are and how you can be better, and ultimately, know your limits. For instance, you should be able to know your pace– knowing when to slow down to avoid burnout, but also knowing when to say you’re not ready. You can have an open dialogue with your leadership team to build you up at your pace, confidently and comfortably.
3 . Bring Your Whole Self. Similar to the previous points, you should bring “yourself” to work. And what I mean by that is that you are only one person. At work, at home, with friends — there’s a lot of code-switching people do naturally. I get that there will always be a challenge of bringing your full self to the table appropriately, especially when there’s a chance for jokes and personal bonding. But that doesn’t mean you have to conceal yourself for the sake of your workplace. People appreciate an authentic leader, I’ve used humor and incorporated my dog into work presentations to show my humor.
4 . Understand Your Team. It’s important to understand your colleague’s weaknesses and strengths and what motivates them. This helps create an inclusive environment. As a leader, you should be trying to get to know your team: know their limits, and understand that people can’t change overnight. Make sure your expectations are reasonable, nothing should be set in stone, without room for improvement, or space for collaborative communication.
5 . Communicate Directly. Find your comfort zone in language and style. Don’t ignore moments that should be addressed. Instead, take the time to make it a coaching moment. An essential practice is finding a way to speak up and share opinions confidently.
By leading authentically as a woman, I can make a meaningful difference through my unique perspective and approach.
Are there potential pitfalls or challenges associated with being an empathetic leader? How can these be addressed?
The main challenge is the risk of being overly empathetic to the point of taking on more work or responsibilities than is necessary. Which can look like being seen as “weak,” “safe,” or “trying to be nice.” This can lead to burnout, as the empathetic leader ends up prioritizing others’ needs over their own.
To address this, set clear boundaries and constantly reassess your tasks and priorities. Be willing to say no, don’t be afraid to be selfish in the name of your own well-being. Discuss your workload and boundaries with your team and manager to ensure you are reasonably within those parameters.
Being empathetic is great, but not to your own detriment. Overall, the challenge is balancing empathy with self-care, and the solution lies in the leader’s ability to manage their own emotional intelligence and boundaries proactively.
You are a person of great influence. If you could start a movement that would bring the most amount of good to the most amount of people, what would that be? You never know what your idea can trigger. 🙂
If I could start a movement to bring the most good, I would launch a “Bring Your Dog to Work Day.” The overarching idea would be to encourage people to take time for something everyone finds genuinely enjoyable, like interacting with dogs or animals in the office. In my experience, this creates opportunities for bonding and puts smiles on people’s faces in a way that transcends the typical work environment. I believe incorporating more of these lighthearted moments could have a meaningful impact on employee wellbeing and cultivate a more collaborative work culture. The key is finding ways for people to connect over shared interests and experiences beyond just the job.
How can our readers further follow you online?
Feel free to connect with me on LinkedIn, and check out more details about Lemma on our website.
Thank you for the time you spent sharing these fantastic insights. We wish you only continued success in your great work!
Leading with Heart: Angelina Marmorato Of Lemma On The Power of Authentic Women’s Leadership was originally published in Authority Magazine on Medium, where people are continuing the conversation by highlighting and responding to this story.