Mover & Shaker: Svetla Marinova, Vice President of Innovation, APG

Svetla MarinovaBy Cathie Ericson

“I always assumed that one needed to have studied a particular major in college in order to work in that industry, especially finance, but I have come to find that some of my most successful colleagues and classmates found their way into their respective industries by ‘falling into it’ in different ways,” says APG’s Svetla Marinova.

“I believe they are so good at what they do because their minds approach problems differently from the minds of their peers who have all been trained in the same traditional way, and they are valued for that very reason.”

Marinova’s creative career path certainly bears that out.

Seizing Opportunities Throughout Her Career

Marinova always thought she’d pursue academia and focused on preparing herself for a PhD in Economics, with a focus on Environmental Economics — even spending an extra year in college focusing on math, and then earning a Master’s degree in Climate & Society at Columbia straight after college. But when she eventually started her PhD, she realized a research career did not fit her energetic and outgoing personality.

“I wanted to be in a dynamic environment where my actions could effect change right away,” she says, deciding to join a consulting firm as a way to figure out what industry she might be drawn to. She joined what was at the time a startup called AlphaSights, now a 400+ employee firm, as the first female employee in their NYC team of 10.

After a year she fell into fintech, becoming the first employee of S&P Global’s Innovation Lab, where she developed an affinity for the field and the Lean Startup methodology as it applies to software development, particularly driven by an interest in deriving insights from data through data visualization.

While at S&P Global, she created a summer internship competition called Mission Possible, where interns form teams and act like startups, developing a product over two months. The competition culminates with a pitch before senior management who act like VCs; for four summers she oversaw the program with 50+ interns each summer. She also created more than a dozen proofs-of-concept with her S&P team, and initiated numerous initiatives meant to stir the organization into more creative thinking.

While there, Marinova also designed and product-managed a smart search tool at a time when natural language processing was in its infancy as applied to financial services. Within six months, her team had a cutting-edge product that they had built iteratively with zero prior experience in natural language processing and with limited resources.
“It was incredibly rewarding, and I learned that I’m capable of picking up any project and making it successful if I do the proper research and am given freedom and support to execute,” she notes. “I also taught myself to pick up the phone and ask for advice when I don’t know how to do something, which saves a lot of time and worries. Of course, being surrounded by top-notch engineers with the same can-do attitude was essential to our success.”

And, she learned that while her ideas were sometimes outside-the-box, and that not everyone was going to get them or love them immediately, there are opportunities and challenges in the fintech space that merit exactly that type of bold and unconventional thinking.

In an effort to learn more about data architecture, she spent two years working on strategic data sourcing initiatives at Deutsche Bank, where she co-led an employee resource group called Career360, a knowledge-exchange program between junior and senior employees. The program has grown significantly and exists in many countries around the world now.

During that time she began the Executive MBA program at the Wharton School of Business, a two-year program with the same curriculum as a full-time MBA, but with the caveat that all students also work full-time during the program. She graduated in May 2018, proud of her success at completing the intense program.

In addition to learning about finance, marketing, general management and entrepreneurship, she says she gained confidence and traveled the world with classmates on global knowledge trips to Japan, Argentina and Spain, to name a few, along the way meeting incredible people from a variety of industries and geographies.

She joined APG, the largest Dutch pension fund, in September 2017 as vice president and manager of innovation, where for now at least, she is again a one-woman show building out an innovation program for the New York office using the lessons learned from her Innovation colleagues in The Netherlands . This entails scouting out the fintech ecosystem for startups who could be potential strategic partners; coaching experiments or internal R&D projects aimed at delivering products and services for the pensioner of the future or aimed at improving the investment process; and creating and sustaining a culture of innovation via various internal initiatives from a speaker series to ideation sessions.

“I’m excited to be building cutting-edge tools for a company that believes in and supports innovation,” Marinova says. “I feel encouraged to explore ideas in the areas of fintech that truly interest me, such as artificial intelligence, blockchain, and sustainable investing.”

At the moment, she finds she’s most enthusiastic about their experiment with alternative data, which she researched thoroughly prior to designing by talking to industry peers, alternative data vendors, platform providers, internal investment experts and compliance professionals. “It’s a truly collaborative effort between our New York and Amsterdam offices, and I cannot wait to find out what we will learn from this experiment about how to tackle the growing volumes and types of data that are becoming available.”

A Full Life Inside and Outside of Work

Marinova participates in the APG U.S. Women’s Forum, which is an initiative that seeks to enhance careers by providing opportunities both within and outside APG to share information, strengthen skills and develop rewarding professional relationships. In addition, they seek to serve the broader community, especially in ways that have a positive impact on women and girls. For example in February, they raised money for the Young Women’s Leadership School, whose students visited the office for job shadowing, mock interviews and case coaching.

Starting with her first role model, her father, Marinova mentions that all of her mentors and managers thus far have been male, and she looks forward to the day when she will end up reporting to a woman she can look up to. “Unfortunately women are massively underrepresented in the fintech space, especially in senior roles,” she says, adding that she catches herself counting the number of females on panels or even in the audience at major fintech conferences. “I think it is slowly growing, but still remains within double or even single digits. I hope to change that.”

Outside of work, Marinova engages in a wide variety of hobbies, including travel, music, dabbling in arts, and reading – from books that help her retain her professional edge to fiction. She has served as a volunteer coach with FIRST Robotics and NFTE, where she taught entrepreneurship to high school students, and looks forward to re-engaging in her mentoring and volunteer activities after completing her MBA.

And all of her efforts are guided by an underlying principle: “Don’t cut corners when it comes to your personal effort — make things happen using the highest standards that you can think of,” she says. For her that manifests itself as thinking of every project as an opportunity to showcase existing skills and learn new ones. She’ll seek advice from online journals or others in her network, but isn’t afraid to make up her own way of doing something if she finds that nobody is doing it quite right. “When nobody has figured out the solution yet, that’s a great opportunity — this is how new products and processes are born out of a blank canvas,” she says.

Equally important to her is always maintaining integrity, and always being kind to everyone you meet along the way, eager to help others and to hear them out. “As Ray Dalio says, it’s essential to surround yourself with smart people who are not afraid to disagree with you — this brings us all closer to the truth.” “Being open to entertaining opposing views is how you create trust with people, and they will always remember if you’re someone who is willing to fight for the right thing,” she says. Not to mention, of course, that besides being a recipe for career success, it is also one for living a happy life and sleeping well at night.

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Better Your Business with Better Storytelling

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Elise Valmorbida Guest contributed by Elise Valmorbida

The business world is full of people telling other people that they must tell stories.

They’re right in a way, because we like a bit of drama. We resist or resent dull information. Our attention is more and more a scarce asset. None of us has time or energy to spare. And a brand is nothing if not a story.

But the word ‘story’ gets tossed around like litter in the wind. The great story mavens—from Hollywood screen-writers to wilderness faith-healers—are quoted wantonly in business environments everywhere. Urged to tell stories, well-intentioned organisations too often grow narrative moss: pseudo-stories, shaggy old news pages, voiceless forums, scattered chatter across any kind of social media, unread newsletters, explicit claims of brand “passion” that seduce too few…

Whatever tale you need to tell—elevator pitch, brand history, personal profile, case study, script scenario, project proposal—you can use these tips from the world of literary storytelling to boost your brand success.

Deep-vein authenticity.

Why are you telling a story—this story? What’s at its heart? Think philosophically about the essence. Think, really think, until you unearth its unique truth. If you find a paradox or contradiction, chances are that’s the narrative crux. If embellishment is needed, it will emanate from the heart.

Fresh, not stale.

Samuel Beckett wrote his best plays first in French. He must have been fairly good at French, but it was a foreign language. So why did he do it? He wanted to stop the fluent from flowing. It was a defence against cliché. He compelled himself to think quite carefully about every word, rather than lapsing into lazy ideas or phrases. Try to “think fresh” when you make your verbal and visual choices.

Plot.

Just for now, I’d like you to pretend your brand is a cat.

The cat sat on the mat, and then it sat somewhere else, and then it had a nap, and then…

Yawn.

Instead of “and then”, it’s better plotting to think “so”, “but” or “meanwhile”.

The cat sat on the mat, so the dog had to sit somewhere else.

The cat sat on the mat, but the mat reeked of dog.

The cat sat on the mat. Meanwhile, the dog lurked behind the door.

Concrete nouns.

Welsh-noir author and creative writing teacher Malcolm Pryce writes: “Concrete nouns are judgement free. They don’t tell you what to think, they give you the information and allow you to form your own opinion. Rather than tell me the food was disgusting, which is an instruction to be disgusted, imagine you told me instead, the cook ran out of stock, so she took the bandage off her foot and put it in the stew. Presumably this image arouses disgust naturally within you. This is really what we mean by show not tell.”

Emotion.

Try the cook’s stew above.

Poetry.

Think of a representational still-life painting, where a fly appears to have landed on an apple because the apple looks so real; it’s almost a photograph. Now, think of a more abstract painting—say, a group of apples by Cézanne—and you’re invited to notice the brush-strokes, the gestures of the artist, the qualities of the paint and grain of the canvas. That’s how I think of poetic prose. Beyond the job of information, there’s pleasure to be had in the movements and textures of language itself.

Dialogue.

Voiced utterances are like opening a window and letting in fresh air. “I love spoken words!” the reader says. Think quotation, endorsement, testimonial, user review…

Less is more.

“I would have written you a shorter letter, but I didn’t have the time”—so wrote the 17th-century philosopher Blaise Pascal. When you edit, your story will probably get shorter. That’s good. Each remaining word (or image) will work harder for you. Bonus: your audience will feel respected because you haven’t wasted their time.

Other people’s shoes.

When I write fiction, I imagine the world from each character’s point of view. They have their own beliefs and reasons for doing things—they are not me. Imagine the situation of your reader as they read your story. Don’t tell them what you think they should feel.

Tell your story to one person.

A business doesn’t read your story, a person does.

Action, reaction.

Be clear about your story’s purpose. Are you inviting people to feel, or understand, or spend, or take some kind of action? Don’t overload the narrative with too many wishes—they’ll cancel each other out.

The end is the beginning…

When we finish reading the last words of a good story, we feel a pleasurable little grief. Perhaps we want to read the whole thing again. Perhaps we want to share it with others. Our world has shifted subtly on its axis. We think about things differently now.

About the author

Elise Valmorbida is a communications consultant, multi-published author and teacher of creative writing. Her latest novel The Madonna of the Mountains (Spiegel & Grau, USA) is a New York Post “must-read” and The Times (UK) Book of the Month. Bestselling author Sara Gruen describes it as “powerful and entrancing, a riveting adventure for the soul.”

Disclaimer: The opinions and views of guest contributors are not necessarily those of theglasshammer.com

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Voice of Experience: Jocelyn B. Redman, Counsel, Shearman & Sterling

Jocelyn B. RedmanBy Cathie Ericson

All different types of people can succeed at law firms, says Jocelyn Redman.

“Even if at first you don’t see people who look just like you or come from the same background, remember that you can succeed with different goals by leveraging your strengths and forging the career that works best for you.”

As A Shearman & Sterling “Lifer” She Finds the Career She Always Sought

Redman’s goal had always been to become a lawyer, but she felt that working in an office environment in another field would afford her a useful perspective on her career. She spent her first four years out of college working on energy and environmental policy analysis, and then went to law school. While earning her law degree at American University’s Washington College of Law, she joined the firm as a summer associate and has been there ever since, and was promoted to Counsel effective as of March 1.

Redman started at Sherman & Sterling in the finance group in New York City, joined the real estate practice after two years and relocated to the Washington, D.C. office in 2014. She works with her colleagues in New York and London, handling issues such as acquisitions and dispositions, joint ventures and leasing; she particularly enjoys matters involving Washington D.C. real estate given how hot real estate development is currently in that city.

“I’m always working with clients to suggest avenues that can guard against the tendency toward a boom-and-bust cycle,” she says, adding that the D.C. market is particularly appealing for investments – the continuous needs of the government can protect against the typical harsh fall that the real estate industry as a whole can have when markets turn. “We are always looking to tap alternative resources and be aware of trade-offs and how to protect our clients’ investments.”

Using Diversity As A Tool For Success

Over the years, Redman has found that participation in Shearman & Sterling’s WISER (Women’s Initiative for Success, Excellence and Retention) group has been useful as a way to get to know women partners and counsel from other specialty groups. She’s also found the “Lean In” circles to be applicable, particularly one module about body language that helped participants become more aware of the unintended messages they might inadvertently be sending through their presentation and carriage.

She believes that being a woman in the legal field can be a benefit, since clients are looking for diversity and differing perspectives in their legal teams. In fact, she finds that one of the biggest barriers for women in the legal field – especially at law firms – can be perception, rather than reality.

“I find that women worry that a legal career might take all your time, and that the only type of person who can succeed are those who put everything else aside,” she says. “And that in itself can cause women to self-select out, or decide they should take on a smaller role, when in reality those steps are not necessary and can just result in women lawyers taking jobs where they are being paid less and have less opportunity to grow in their careers.”

She cautions women not to assume you have to give your entire life to your career or play into the notion that success requires constant sacrifice. Unfortunately, she sees lawyers who perpetuate the stereotype by contributing to the myth that you can never have your weekends free or take vacations. “I am still learning to balance,” she says, “but there are ways to have hobbies and a family and be successful at your job.”

With a young daughter herself, Redman is learning to focus on other priorities outside of work while still providing excellent legal services to her clients on behalf of her firm. “Some of this ability to balance comes from maturing in your job,” she points out. In fact, traveling is another priority and over the years she has taken three trips to Africa with her mom.

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