Christina Tancredi

Tancredi has built mutually beneficial strategic partnerships that have resulted in a promotional partnership with Dick Clark Productions’ marquee awards shows—“American Music Awards,” “Billboard Music Awards” and “Academy of Country Music Awards”—and in a co-branding effort bringing Cumulus Media Group’s NASH stations to Music Choice On Demand. “I am inspired by people who use relationships to form strong productive partnerships that achieve a win-win for all parties,” she says.

Where are the biggest growth areas for women in cable? 

Women can and should continue to strive for management roles in companies.  They should strive to find their voice and ask for more responsibility in whatever they are doing.  Software development and/or strong consumer insight is a great area for young women to enter the market.  As set top boxes become more and more advanced and consumers expect to enjoy programming across all platforms, the types of interaction and experiences that programmers and MVPDs will offer to consumers is going to continue to grow resulting in the need for more, creative thinking in how to deliver a unique experience to a consumers.

What’s the most important aspect of mentoring?

It’s critical that people understand the basics of the business strategy tying to what they are working on.  Too often people are simply given tasks.  When I spend time with people I try to focus on why they are approaching something the way they are and encourage them to think about things like ROI and scalability of the program.  Having junior people being able to recognize and admit a failure in a program is critical to their growth and our success.  We like to call it Failing Forward.

What/who inspires you at work? What/who inspires you outside the office?

I am inspired by people who use relationships to form strong productive partnerships that achieve a win-win for all parties.  So much has changed in media that traditional media and content programs no longer work and striking partnerships that really create success stories is to be admired given the changing landscape.