Movers and Shakers: Sonya Sigler, Vice President of Product Strategy, SFL Data
By Melissa J. Anderson (New York City)
After graduating from UC Berkeley, Sonya Sigler went on to the Santa Clara School of Law and then took a job as a staff attorney and corporate counsel at Sega. It was 1992, and at the time, the company was growing rapidly. “I helped build certain processes and infrastructure,” she recalled. “And then I went to Intuit for five years, doing very similar work. It was a very entrepreneurial company and it was interesting to support the new business groups.”
During this time, she developed interest in the business side of the technology industry, and soon moved to IDO Systems, a digital software company funded by the owner of LEGO.
After a few years, she was ready for a new challenge, she said, “And I spent the next nine years at Cataphora, as Vice President of Business Development, General Counsel, and CFO. I had a fluid career there, and I enjoyed being able to help where I was needed.”
Cataphora, which she helped found, develops software for monitoring personal and corporate data, and she focused specifically on legal and investigative software.
“And now I’ve found my way to SFL Data.” The company works with e-discovery software and provides managed services for companies and law firms.
Sigler explained that her transition from law to business was based in her desire for more dynamic work. “Since my first job at Sega, I realized I enjoyed the deal side. I liked organizing chaos, and doing the responsibilities no one else wanted to do.”
She felt doing deals was more interesting than the transactional nature of law, and gravitated to the business side, she explained. “I’ve found a way to combine the negotiation skills of law with the business of deal making.”
Importance of Networking
Early in her career, Sigler recognized the value of networking and building relationships, and she also noticed a lack of effort in attracting women to careers in the digital space. “It was eye opening to me that there weren’t resources to figure it out – how to get more women in the industry.”
That’s why, she said, she founded the Women’s Interactive Entertainment Association. “It was a cross section of women, across different functions – from press, publicity, and marketing, to product development, to graphic artists and engineers.”
She continued, “We held events on things like the skills you need to succeed as a programmer or the importance of the ability to network to get resources when needed. I felt it was a really important thing to be a part of, and I still have friends from that organization 20 years later.”
About two years after the group was founded, it merged with WITI, Women in Technology International. “They did the same thing we did, across the technology industry – it’s a really great networking group and resource.”
Networking also enables you to express the areas you know about – to establish your thought leadership. “One of the most important things I’ve learned is the ability to pick up the phone to talk,” Sigler said. “Being able to speak on hot button trends is really important.”
She explained, “Networking gives you the opportunity to find out what trends and topics should be addressed. My mandate is to speak about how search technology works in the legal industry and how litigation is done.”
Also, she suggested, make sure you understand what you can do to take your networking relationship to the next level. “What can you bring to the table? And what can the person you’re working with help you with? What can you do for them? That attitude will come back to you in spades.”
She added, “How you can help someone is really the question that should be on your mind.”
Networking Tips
First of all, Sigler said, don’t be shy. “I always introduce myself to people – I am a visible person, and I like to read name tags,” she said. She also recommended wearing something that stands out. “Don’t dress in black. I dress in teal or some other memorable color.”
She continued, “Find a way to be comfortable in networking situations. And when you meet someone new, keep in touch – that’s a way to build your network pretty quickly. And stay up to date. You can’t just call someone out of the blue and say, ‘Hey, I need something.’”
“Send them an article they might be interested in – you don’t necessarily need to be asking for something. But it let’s them know what you’re doing.”
Finally, career development or continuing education programs can be a valuable way to network and display your knowledge. She explained, “I’ve been lucky – in the legal industry, people are encouraged to keep doing continuing education, and it’s important for companies to have people with thought leadership roles. Working in business development, you’re in front of people, sharing ideas and education. It’s a way of getting your name out there in a lower key way.”
Outside the Office
Outside of work, Sigler spends time fundraising and volunteering for her children’s school, the San Carlos Charter Learning Center, the first charter school in California. She also does grant writing and fundraising training as well as special ed advocacy training.
She continued, “I love to auto-cross Porsches. I love to take pictures. I do a ton of knitting (at home, while traveling, at my kids sporting events, and in meetings).”
“And I just finished a two year project, chairing the 2012 San Carlos Chickens’ Ball, which is a variety show set in the 1890’s Barbary Coast fo San Francisco that raises money for the 7 schools in the San Carlos School District. It is the longest running PTA fundraiser in the United States, going strong since 1940,” she added.