This Nonbinary VP Found Ad Tech More Inclusive Than Network TV

When Gaby Maestre (they/them) decided to leave the TV industry, their colleagues weren’t thrilled. “The feedback was not encouraging, I'll be honest,” said Maestre, now the vice president of global creative solutions at ad-tech firm Nexxen. Earlier in Maestre's career, at Viacom and Turner, they worked on household brands including Nickelodeon and Cartoon Network. But after seven years, Maestre became worried their career was on the verge of stagnation. Big networks offered relatively few entrepreneurial opportunities for employees like Maestre, a self-described problem-solver. In ad tech, Maestre was looking for a license to innovate. Navigating microaggressions By the time Maestre announced their career pivot—which was met with a load of unsolicited advice—they’d already heard worse. At times throughout their career, peers sometimes misgendered them or unwittingly made homophobic remarks. Once, someone in management told them: “Your voice is too low. You should make it higher-pitched.” Another time, a co-worker suggested they “dress more feminine” while attending a work event. Now, the vp recognizes these aggressions stemmed from co-workers’ implicit biases. The misgendering and harassing language was terrible by itself, but it also robbed Maestre of real learning opportunities. Instead of leaning on gendered language when sharing feedback, leaders could have guided them to present more confidently, said Maestre, who now manages a team of 14. Anyone receiving similarly gendered feedback should confide in a trusted mentor and ask for help, Maestre advised. “You can't do it alone,” they said. Maestre figured the odds of their next company being inclusive were about 50-50, but either way, they would find growth opportunities within the mid-sized Tremor International Group, the ad-tech firm that rebranded to Nexxen in June. A different perspective Once they entered the ad-tech world, Maestre found their own preconceptions challenged when their cis, male co-workers turned out to be allies. "My manager and even my hiring manager during my first role here at Nexxen were both cis male," Maestre said. "[They] actually probably have the highest EQ of any men I've worked with." The new job offered a more progressive working environment, but understanding the complex and constantly evolving industry was another challenge. They still remember the imposter syndrome they felt during their first week. “I’m here to learn,” Maestre often thought during that time. For a while, they prioritized listening, even if that meant senior peers might question their participation. It did turn out that ad tech offered Maestre the trajectory they wanted. They grew from creative manager to vp. As their career advanced, Maestre’s own identity—as a "female-presenting, nonbinary Hispanic"—helped inform their perspective on industry challenges. Having been misgendered by well-meaning targeted advertising, the vp understands that consumers aren’t a monolith. Maestre encourages ad-tech leaders to approach business from an intersectional angle or risk accidentally damaging customer relationships. Maestre likes to challenge their own beliefs, and they find it helpful to consider job candidates from other industries: “One thing that I feel like isn't talked about enough is admitting, and being accountable to, not knowing everything." Work history Gaby Maestre is the vp of global creative solutions at Nexxen, an ad-tech firm specializing in digital, connected TV and linear media planning and optimization. In 2015, Maestre joined Tremor International Group (now Nexxen) in a creative management role, later earning creative director and senior director titles before eventually ascending to vp. They spent their early career working on content acquisition and production at the Viacom and Turner networks, and for channels including Nickelodeon, MTV, Lifetime Television and Cartoon Network.