In Conversation With Aleece Germano

1. Can you share the journey of how you started in your career and the key milestones that defined your career path?

I never thought I would end up working in software, and certainly not in sales, when I landed my first job as a copywriter for a $25 million retail business. I went on to launch my first e-commerce site in 1998 and then became a consultant, helping other retailers to launch their e-commerce businesses—often for the first time and on a global scale. From there, my curiosity led me to digital marketing, and I started working with brands on their social strategy in 2008. That eventually brought me into the media world in 2012, when I worked with a $2B publisher and printer to identify emerging technology platforms, and operationalize social into the business. When I moved to San Francisco in 2014, there were already so many people working in social media that I needed to get out of my comfort zone and try something different. I realized that my unique background in consulting, marketing, advertising, and partnerships was a great fit for software sales and changed course. So that’s what I’ve been doing for the last 10 years — and I love it!

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2. What is a specific project or initiative that you are particularly proud of in your career?

My customers face steep challenges when it comes to driving impact with technology. My focus is on their success. I’m proud of all my customers who have delivered successful transformations—this is no easy task and requires the stakeholders, mindset, as well as skillsets to achieve. The stakes are higher than ever, so trust is paramount. And I’m there to help serve as a guide—someone who can recommend the right technology and people.

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3. What has been the biggest challenge in your career so far? How did you overcome it?

In the past, I was frustrated by retailers’ reticence to embrace new technology. I remember being told by boards and executives that “no one will ever enter their credit card number online” regarding e-commerce. And that social media was “just a fad” and that “it will always be a one-way communication for brands.” I had to take on a lot of extra effort to prove them wrong. Fortunately, the pace of technology adoption is much faster nowadays—because the competition is even more fierce, and no one wants to be left behind.

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4. What do you wish you had known from the start?

If I had known that technology would evolve and change at an ever-increasing pace, I might have studied computer science! While technical literacy is important, from my perspective, the human experience is ultimately what drives adoption.

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5. What is the best career advice you’ve ever received?

Follow your curiosity. It’s simple yet effective advice because our world—let alone technology—changes so quickly. If you’re someone who constantly likes to learn new things as I do, there’s an endless supply of subjects, and you might just accidentally discover your next job.

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6. What is your advice to women and allies in our community?

First, ask for sponsorship. The right sponsors will enable you to accomplish what you set out to do. Also, build prototypes and showcase your ideas. Create what your peers are too afraid to.

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7. What does the intersection of retail and technology look like to you?

There’s a lot of technology being used today in retail, but not a lot of automation yet. AI is going to make technology more user-friendly so that everyone, regardless of their role, will be able to use it to increase their impact from day one.