Professional Women: Kailin Villamar, Ad Inventory Planner, NBC Universal

Kailin Villamar - NBC Universal & Red Shoe Movement AmbassadorKailin Villamar is one of our professional women and a Red Shoe Movement Senior Ambassador. She was born and raised in the Bronx, went to Iona College where she started focusing on chemistry until she realized she lacked the aptitude for it and decided to major in Advertising Communications and minor in Marketing. She began her career as an intern at Time Inc. and then got a job at InStyle magazine where she learned about online media and ad sales. Two years later, she’s now working at NBC Universal as an Ad Inventory Planner where she’s responsible for all things related to online inventory and forecasting within the NBC Digital News Group.

While at InStyle magazine she discovered that she had a passion for the fashion industry so she started her own fashion and style blog, Kazzled.

What are some of the major changes you notice around opportunities for professional women advancement?

If you take a look around, there is simply no way to put it except: women are changing the world. It is with women like Marissa Meyer who are changing the way women take roles in business. No matter what criticism she may face, she knows what success means to the company and her employees. Or with issues like gender inequality in India being brought to attention. Women are now taking a stand and defining what success means to them. It’s not all about the American Dream anymore.

What are some of the biggest challenges you face in your industry and in your job where you would appreciate some help?

I would love to find more blogger resources.

What do you find the most satisfying part of your work?

The most satisfying part of my work at NBC is being able to gain skills in the analytical field. Everyday I am learning innovative ways to research, analyze, optimize and perform.

Give us an example of how you’re currently helping other women advance professionally to fulfill their career goals?

I am the person that friends and loved ones come to for advice. Most of the time it is career advice. They seek my advice in different ways: how to ask for a salary raise (if you are truly up for one), how to switch careers, or how to figure out what the next step in their career might be.

Could you mention one or more women who have helped you get to where you are now?

I can name MANY women who have helped get to where I am now. From Chiara Alcivar at People En Espanol to Teresa Geovanna from Avon. These women have inspired me from the first day I met them. From being my very own cheerleader to just listening to me, there are women like these two out there who are angels from afar. They believe in you the way you should believe in yourself. I think every woman has someone like that in their life. If not, that’s what the Red Shoe Movement is here for.

You can connect with Kailin directly at and via the following platforms:

Instagram: @kazzled
Twitter: @kazzl3d

Leveraging Social Media to Further Your Company’s Goals

By Kailin Villamar

Leveraging social media

Leveraging social media

“Leveraging Social Media to Further your Company’s goals” was one of the topics discussed during the recent Red Shoe Tuesday event in New York City. Participants pondered whether certain platforms were more useful than others, if social media itself is a fad, and how they can measure ROI.

Here is a recap of what was shared.

Is social media just a fad?

Mary Neff – Social media is here to stay. It’s the one source to stay connected to the thing that matters most: the customer.


Leveraging social media: What are its key benefits? What is it good for?

  • Helps companies influence brand awareness and reputation
  • Increase rankings in online traffic to company website
  • Generate sales or leads

What are some strategies that can be used for leveraging social media?

Mary Neff – Facebook and Twitter are just two of the platforms we use to give the ultimate customer experience. The power of conversation is what leads to great success with social media.

However for some companies like Avon, it is difficult to manage social media with the many products that are produced under one line.

Deborah Radcliffe – The secret is to focus on the key messages you’re sending to whom you are targeting.

Social media policy

Defining Social media policy

Are there any policies we should set forth when creating social media policy?

  • Social media communication managers should encourage workers to engage in a responsible way
  • Start with the customers: Get to know who they are and inform them of your products
  • Use social media to provide credibility to your customers

How do we measure our company’s social media effectiveness and ROI?

  • With tools like SiteCatalyst companies can measure analytics and reporting to effectively see how much traffic is being generated to any page source after using social media.
  • The key is to set goals within your social media plan and use the data you find out which topics or products are more likeable/talked about in order to get to know your customers in order to offer them more of what they love.

A few conclusions on leveraging social media:

  • It is important for companies/brands to define which social platforms are relevant to their target audience.
  • Mary Neff- Jet Blue has been able to use social media to identify our problems and not just smooth over the symptom. We identify what is actually wrong with products we offer based on the customer feedback just from our social feeds.
  • Use social media to not only drive consumers but also to get them to stay intrigued with your company.
  • Social media is like dating. I will follow you because I like you