22/01/2016 11:03 GMT | Updated 22/01/2017 05:12 GMT

Women in Business Q&A: Jennifer Martucci, Founder, Incentient

Jennifer Martucci heads Incentient's product direction from application design through final production of Beta software and hardware platforms. Also directing Incentient's marketing efforts, Martucci's vision carries through from product inception to client acceptance.

Prior to founding Incentient, Martucci served as a strategic consultant to Pfizer Corporation from 2006 to 2008.

Prior to her consultancy to Pfizer, Martucci served as founder and Chief Executive officer of GPSTracks, LLC from 2001 to 2006 during which time she was awarded 15 technology patents. GPSTracks was a technology start-up that invented and manufactured a satellite tracking device for pets. Successfully acquired by a fortune 500 company, Martucci directed the company from the invention phase through strategic exit in 5 years.

How has your life experience made you the leader you are today?

I was an only child born in the Army and raised by my father. I went away to boarding school at a young age and moved quite a bit in my life. I think moving often and having to constantly learn to adapt to new environments contributed to the skill set required to be an entrepreneur. I believe that adversity in life leads to leadership skills. Independence at a young age throws you into early decision making without dependence on others; Often as survival skills kick in, the result is often innovation. I strongly believe not knowing what I didn't know, and being oblivious to traditional societal or peer set limitations, human nature is free to create and innovate in a world without boundaries.

How has your previous employment experience aided your tenure at Incentient?

I cannot say that there has been one specific traditional 'previous employment experience' that has helped to shape my career. My time as a traditional employee was short lived. Never having been one for limits or restrictions on what I can achieve, I have mostly worked for myself building companies. I would say that there is no better business education than building a company from idea to inception.

What have the highlights and challenges been during your tenure at Incentient?

I started this company with my husband. We went in eyes wide open and with voracious entrepreneurial ambition. We have very similar strong independent personalities, at times this has made collaboration somewhat challenging. The highlights are ongoing as we continue to see the world accept and embrace a product that was once an idea in my head.

What advice can you offer to women who want a career in your industry?

There are not a lot of women in this industry. Women are very intuitive and if you really believe in your heart that your product idea is something that is needed don't let anyone discourage you and never look in your rearview mirror.

What are the most important lessons you've learned in your career to date?

Several things:

Trust your instinct.

Don't listen to nay-sayers.

If you are smart, you listen, but make your own decision. Do not be afraid to shake It up, separate yourself from the pack and do something that no one has done before.

Go boldly into the unknown.

How do you maintain a work/life balance?

I figure it out. This is my balance. I never stop working because I love it. Thank God for technology that allows you to work at red lights. I make sure to stay centered by spending time with my animals and kids, riding my horse, walking my dog, working out.

What do you think is the biggest issue for women in the workplace?

The biggest issue for women in the workplace is that they think it's an issue for women in the workplace. Women need to just move forward like anyone else (men). The only limitations are those that are self-imposed.

How has mentorship made a difference in your professional and personal life?

One of my earliest business influencers was an entrepreneur. What he exposed me to resonated so strongly with me that it confirmed the entrepreneurial spirit I always knew was inside of me but wasn't clear how to define. He taught me to be brave and roll into my beliefs. My success is untraditional as I didn't follow the normal path of biz major biz school etc. I hope to be a mentor and source of encouragement to anyone in a similar position looking to do the same thing.

Which other female leaders do you admire and why?

I admire Yahoo CEO Marissa Mayer. I think she is fearless and confident. I look forward to seeing what she accomplishes next. I admire anyone who has an idea and has been successful in cultivating and defining a brand during this time especially when everything is so noisy.

What do you want Incentient to accomplish in the next year?

Global domination of course! In November we unveiled Incentient's digital network for MGM Resorts International.

As a result of an exclusive agreement between MGM Resorts International and Incentient, advertisers now have access to the vast digital network of nearly 50,000 screens across all 12 of the MGM Resorts Las Vegas hotel and casino properties, which covers 73% of the entire Las Vegas strip. The brand value of all the MGM Resort properties, such as Bellagio, ARIA, The Mirage, MGM Grand Las Vegas, and others, is immeasurable and represents a huge milestone for us.

Prior to this offering, advertisers only had access to traditional outdoor media such as billboards, bus stops, taxi and bus ads, and the airport. And now, thanks to this offering, advertisers have access to 14 outdoor marquees, 626 indoor digital screens, 750 iPad wine list screens and 48,000 in-room TVs, providing direct brand exposure to the highly sought after hotel guests of the largest casino operator in the United States.