Erika White: The Innovation 50

Corporate communications director, Pandora

Erika White has been at internet radio service Pandora for a year now, having worked at Visa for five years rising through the corporate comms ranks to director. Prior to that, she worked at hotel chain Hilton and adtech firm Spot Runner.

Amid rivalry from similar, but slightly different digital music offerings Spotify and iTunes, Pandora is battling profit loss and a decline in its user base, according to reports. And in May this year, White and her colleagues faced the challenge of communicating a price hike to users, taking the subscription fee to $5 a month, plus a court battle over royalties. Unlike its tech peers, Pandora is winning at gender diversity. While most tech companies have a 70-30 men-to-women ratio, Pandora's is 51-49. A focus for White and her team will be working with brands developing original video and audio content on Pandora, enabling it to be a creative partner rather than just a media buy.

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