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338: Shaping the future of engineering and technology with Ana Villegas, CMO at Affinipay

Ana Villegas knew early on that she wanted to be a CMO and achieved that goal by staying focused on gaining the skills necessary to do so. As the CMO at NI, she oversaw everything from “brand to demand,” including corporate communication, ESG strategy, and ensuring NI’s values manifested in the marketplace.

In this episode, Alan and Ana talk about how her experience as a successful female business leader informs the way NI is increasing diversity in its engineering talent. They also discuss what she is doing to help modernize the company’s purpose and impact strategy and how the company is being intentional in shaping the future of the industry. At the time of this recording, Ana was with NI and has recently become the CMO at Affinipay.

In this episode, you’ll learn: 

  • How Ana is helping to modernize and rebrand an established company
  • The three pillars NI has established to drive its corporate impact strategy
  • Ways to directly impact the pipeline of talent and improve diversity in technology

Key Highlights:

  • [04:20] Ana’s path from being an engineering student in Peru to CMO at NI 
  • [09:35] How is the CMO role defined at NI
  • [10:55] Why does NI classify ESG under the marketing umbrella
  • [12:30] The way corporate impact manifests in the marketplace
  • [14:30] The unique position NI is in to shape the future of engineering 
  • [18:15] What NI is doing to “change the faces of engineering”
  • [23:15] The important role women play in business leadership
  • [24:50] Practical ways Ana is focusing on diversifying the workforce
  • [26:30] The importance of being mindful of leadership succession plans  
  • [30:00] The impact Ana’s grandmother had on who she is today
  • [33:15] Shifts in marketing towards being more multidimensional 
  • [35:00] Which companies are leading efforts to get more women into STEM
  • [37:45] The benefits of being agile in the way we engage customers

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*Note: at the time of this recording, Ana was with NI and is now the CMO at Affinipay*

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