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Cake & Arrow - Women Helping Women


Gold Stevie Award Winner 2016, Click to Enter The 2017 Stevie Awards for Women in Business

Company: Cake & Arrow, New York, NY
Company Description: Cake & Arrow is a customer experience agency that builds digital products and services for the ecommerce, retail, insurance, and a handful of other key industries. We focus on helping companies who spend over $1 million a year on digital initiatives, honing in on what motivates their customers and creating transformational experiences that deliver it.
Nomination Category: Individual Awards Categories
Nomination Sub Category: Women Helping Women – Business

Nomination Title: Christina Goldschmidt,VP of Customer Experience & Design

Describe for the judges the nominated individual's activities and accomplishments that provided support and assistance to other women since the beginning of July last year (up to 525 words):

As a female executive who rose to leadership thanks in part to the support of her female mentors, empowering and supporting other women aspiring to leadership positions is an important part of Christina's mission.

Since she started at Cake & Arrow, she has been dedicated to changing the culture for women at the company. She makes a point to support women in all phases of life and in their careers; she works out flexible schedules for women with families, she goes out of her way to hire more women in male dominated fields like tech and UX, and advocates for women interested in taking on leadership positions in the company. When Cake & Arrow was founded in 2002, it was over 90% male. Since joining the company in 2013, Christina has pushed to hire more women, and has seen the company shift to becoming a majority female agency.

In January of this year Christin founded the Archery Club at Cake & Arrow. The club, which meets monthly, is comprised of C&A women and is devoted to exploring gender equality issues in the workplace, creating opportunities for growth and empowerment for women, and raising awareness about women's equality issues at the company. In August of this year, under Christina's leadership, they launched their first content campaign, entitled Flip Her Script, which celebrated Women's Equality Day by shedding light on women whose accomplishments have historically been swept under the rug.

With a background and expertise in the insurance and financial services industry, Christina stands out as a leader in a male dominated industry. This past spring she was one of a handful of women speakers at an insurance technology conference in San Francisco. By being a thought leader in the industry, Christina hopes to empower more women to pursue leadership roles in insurance and finance.

Christina also makes a point to take the time to mentor other women working in UX design, and is a formal mentor to 3 woemn at the company, and an informal mentor to countless others.

Christina also teaches courses in UX Design at General Assembly in NYC and graduate workshops at NYU's Stern School of Business, where she provides training on how women can rise to leadership within the field. She was recently nominated to the board of Rutgers University’s Design Thinking program.

In her personal life, Christina is a part of a Women’s Digital Agency Leadership networking group. The group has representation from all of the major conglomerates but also independents like C&A. It’s a place to share information and support to other women in an industry that operates under a mentality of “old boys clubs”.

Christina was honored for her leadership earlier this year with a SmartCEO Brava Award, a prestigious award recognizing high-impact female business leaders.

Provide a brief biography of the nominated individual (up to 125 words):

As the VP of Customer Experience & Design at Cake & Arrow, Christina leads the team who conducts research to generate user insights, develops the strategy for the experience and content on products designed for clients, and designs the information hierarchy of those products and all interactions. She and her team test and validate everything they make to keep everyone focused on the end goal.

She has experience working in a range of industries, including media & entertainment, start-ups, ecommerce, legal, finance, healthcare and insurance and inFortune 500 companies like American Express, The Discovery Channel, Omnicom Media Group, and Morgan Stanley.She has a BS from Rensselaer Polytechnic Institute and an MBA from the NYU Stern School of Business.