Midha was instrumental in launching Effectv’s Audience Addressable solution, increasing targeting precision for advertisers across Comcast’s 28M+ household reach. She also saw Effectv solidify its first-ever upfront agreement with a leading agency holding company. Midha played a part in the successful run of the Summer Olympics after collaborating with NBCUniversal on Olympic sponsorships. Outside of Effectv, she supports Comcast RISE and mentors through the women’s empowerment organization She Runs It, in which she also sits on the organization’s board.
“The persistence of double standards and unconscious bias continues to be a challenge for women at all levels. Women leaders are often held to different expectations, with traits like assertiveness or confidence being judged more harshly. It’s on all of us to raise awareness of bias and challenge our own biases. Education and training are important, but so is creating a culture of allyship where both men and women actively support and advocate for each other and work to build more inclusive environments.”
What needs to be done to continue the growth of women’s sports? “Everybody watches women’s sports.” Yet, there’s a lot for us to do to continue to drive growth here. Brands can invest to highlight women athletes and support women’s sporting events, including through long-term sponsorships – and programmers and distributors can prominently feature and create great content and marketing strategies that resonate. Most of all, we can all be using data to prove the ROI of investing in women’s sports and the large, diverse, and highly engaged fan base watching.
What’s a skill you’re currently working on? (work-related or non-work-related) I recently injured myself in a fall, and while it’s been a bit of a drag, it’s also been a master class in learning to ask for help and giving myself grace – two important life skills that I am glad to be sharpening.