Mover and Shaker: Maria Weaver Watson, Director of Strategic Marketing, Interactive One

by Anna Collins, Esq. (Portland, Maine)

As Director of Strategic Marketing at Interactive One, Maria Weaver Watson is responsible for leading all consumer and trade marketing and public relations for a company that provides the #1 online platform for a broad swath of the African American community. Watson is also the great-great grand daughter of abolitionist Frederick Douglass, who has continued her family legacy by giving back to the community through an active involvement on boards and organizations including Standup for Kids, iMentor and Council of Urban Professionals.

Watson’s work at Interactive One, which serves more than 9 million users, is delicately connected to her community involvement. In fact, these two aspects of Watson’s accomplished life are openly inter-related. When Watson considered joining Interactive One, she found herself attracted to the company’s mission to serve the African American community through online content and social media. Today, she feels very strongly about her role at Interactive One, explaining “I’m actually making a difference to the community, and that is personally rewarding.”

Watson is also very excited about the company’s future and the significance of its success. “At Interactive One we are offering the African American community a unique experience by merging our social network with our content offerings,” she explains “The digital divide is closed, African Americans are online, shopping, connecting and gathering information just like the general market. With Radio One as our parent company we are poised to serve this underserved community and provide our advertisers true access to a very sought after consumer. We know we’re on the cusp of something really big.”

How did Watson find herself in such a ground-breaking role? Part of the answer lies in her personal motto, which she credits to Eleanor Roosevelt: “I could not at any age be content to take my place in a corner by the fireside and simply look on.” The answer solidifies further when Watson discusses risk. “I think of myself as a risk taker” she explains.

Watson’s path started with the receipt of a Bachelor of Arts in Communications with a minor in Marketing from Pace University and a Master in Design Management with a minor in Graphic Design from Pratt Institute. Upon her entry into the cable industry in the late 1980s, she found the industry was still considered “new.” “We didn’t have best practices,” she explains “in some ways, it was like the wild-wild west, but we knew we were working on something that would change television forever.”

Watson eventually joined Showtime and HBO, where she was the Director of Segment Marketing and Brand Development. When she joined the companies, they were just beginning to develop original programming. “There wasn’t any Sopranos or Sex and the City,” Maria explains, “but, we knew that original programming on HBO was going to be a game changer because we could take risks that broadcast television couldn’t take.”

During Watson’s seven year tenure at HBO, she was instrumental in implementing and developing an extensive research study of the African American and Gay communities, which was used as the foundation for program development, direct marketing campaigns, and sales. In addition to successfully rebranding the Cinemax Channel, Watson led an HBO subscriber acquisition and brand affinity program targeting the African American community which resulted in a 20% growth and increased ratings.

When asked what she would recommend to women entering her industry, Watson emphasizes the importance of a strong work ethic and a realization that “no one owes you anything.” She suggests that when an opportunity presents itself, women should go for it.

“If your boss asks you to do something that may not be in your scope of work but gives you an opportunity to shine,” she says, “take it!”

Watson also believes women must perfect their communications skills. “Make sure you have strong presentation skills,” she shares “if you’re not comfortable with public speaking take a class or join the toast masters.”

Watson is very cognizant of the challenges women confront in her field, for it is not as open to women as other areas of the media. “Unfortunately there are not a lot of women in the online industry,” she explains “possibly because technology has always been a male dominated industry.” In part because men are still dominating the online industry, Watson finds that the biggest challenge for women is to develop a strong sense of self and not to be intimidated by all the techno jargon.

For Watson, the trick has been fearlessly taking risks, with a bit of perspective. In fact, the most important career advice she received early on in her career was from Tom McKinney, former President of Rainbow Advertising. “He told me,” she shares “‘Never let them steal your smile. You must keep it all in perspective or you will burn out.’ I was about 22 years old and I have never forgotten that advice. It has helped me through many stressful days.”

In light of Watson’s risk taking streak, it is no wonder she has managed to keep that smile and accomplish so much along the way. She is also continuing to think big, finding herself excited about the future. When discussing Interactive One, she shares “We have so much we’re trying to accomplish here and it’s a tremendous opportunity.” Whatever opportunity comes her way, Watson will surely embrace it, despite the risks.