Influential Woman · Marketing Technology

Ummehaani Kapasi

Digital Marketing Executive, The Proxy Agency

Suwanee, Georgia, GA 30024

Certifications · Degrees · Memberships

Degree Master's in Marketing from Management Technology Institute

Her Story

About Ummehaani

I work purely in SEO and in the AEO field, and I've always taken the initiative to build brands from scratch. I've rebranded so many brands across the government sector, B2B, and consumer products. I've been on both the agency side and the brand side, so I know marketing in and out. I've watched the industry shape into what it is today, from doing manual tasks to now being so quickly modeled into this AI industry where we're doing stuff with AI and so many things are getting automated right in front of my eyes. SEO is an integral part of any brand trying to build a digital footprint, and it's being so quickly reshaped, especially since last year now that AI has come in. Since last year, I've been building a tool called Citerian that makes it easier for smaller brands to catch up with this AI wave. Google search is changing, the way consumers research is changing, and the tools available today for B2B brands are quite expensive. The one I've created is very accessible, almost free for brands to access, small or large, and it works on a mechanism where anybody can use it, whether they're a beginner or a founder of a company.

Her Interview

Ten minutes with Ummehaani

01What do you attribute your success to?

I would attribute my success to the community forums that have really helped me. A lot of other marketers sharing new innovations, new techniques, and new ways to work - when they share their campaigns and what new they are achieving in their work today, it's really inspiring, and at the same time, it just unlocks so many ideas that you can implement for the work that you are doing. Being a part of that community, even if it's just online or at events, is really helpful. Just sharing your work with other people is super helpful, and enjoying what you do and celebrating your success when you have a successful campaign is a big motivator. I've been blessed to have worked with a lot of wonderful bosses. I've worked with a lot of women who've been my seniors, and I've got so much to learn from them. These are the few things that I'm grateful for, and I feel like have played a huge role in my success.

02What advice would you give to young women entering your industry?

There's no playbook to this, especially with marketing technology and the field changing so rapidly. The advice would be just to be aware of the new technologies, the new things, and the new innovations that are out there, and just try to implement them. Try to make new technologies a part of your everyday work. That's how this field is evolving, and I feel like that's going to be key in the next coming years to be ahead of the curve.

03What are the biggest challenges or opportunities in your field right now?

The biggest challenge right now is just basically navigating how artificial intelligence is reshaping the way we work. Brands who've established their presence over so many years by investing in SEO and marketing are totally being throttled by this AI thing where anybody could write a piece about you, and there would be no way to control it. AI just begins citing you without any particular pattern. Navigating that challenge is super important for brands and companies right now, especially to protect your reputation. That is the biggest challenge, and that's what I see is going to become a huge thing in the next coming months.

04What values are most important to you in your work and personal life?

I think consistency is something that I value a lot. Just working hard is super important - there's no replacement for that, is what I personally feel. Just showing up every day, and even if it's a hard or bad day, but just showing up and being consistent, I think is the key. These are things I value a lot.

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