(Michelle Hart, founder, Cross Dot Digital + Creative | Photo Courtesy of Cross Dot Digital + Creative)
Operating a business as a female CEO in the tech sector can be cutthroat, especially in a field as competitive as digital marketing. Despite the challenges of starting a company from the ground up, and the numerous barriers women in business face, Michelle Hart founded one of Oregon’s preeminent digital marketing agencies: Cross Dot Digital + Creative.
When starting the company, Hart was aware of how the odds stacked against her. Women account for a mere 24.6 percent of the workforce in the United States’ tech sector, according to Honeypot’s 2018 Women in Tech Index. They also earn about 12 percent less than their male counterparts.
“The reality is women aren’t treated as equals in tech,” Hart said. “I know many hard-working women and men and I wholeheartedly believe work ethic, regardless of gender, should be rewarded with a parity approach.”
Cross Dot began in early 2019 as a full-service digital marketing agency after Hart rebranded an agency she previously co-owned. Turning huge profits wasn’t enough for Hart, so now — operating as CEO — Hart emphasizes the company’s commitment to the local community.
Hart’s new approach to involve Cross Dot in the local community is twofold: bolster community outreach and establish strong relationships with a clientele of local businesses. Now into its sixth month as an LLC, the company’s commitment to the community only grows.
Hart currently serves as vice president on the board of the Bend FC Timbers, a local youth soccer league, and is an active member of the EDCO board, a local economic development agency. Additionally, Cross Dot sponsors local soccer teams and a local initiative called Senior Squared, where students in their senior year of high school pair up with older community members to teach them about new technology and in turn, the students are mentored and given life advice.
In addition to the programs it already supports, the company plans to involve itself in more community initiatives in the coming months as it continues to grow. “A company needs to always be committed to improving its surrounding community,” Hart said.
Since starting with Hart and COO Selene Kinyon, Cross Dot now boasts ten team members—seven of which are women. While the rapid growth and success of the company has inspired Hart, it doesn’t surprise her.
“If a company primarily comprising of women is upsetting to someone, maybe they should focus their complaints on the 20 percent wage gap,” Hart said. “No one should take flak for levelling the playing field.”
Hart credits the company’s success to its culture. Employees and their experience in a company need to be prioritized, Hart said. In turn, she believes they will work harder for their clients and go the extra mile.
“If there’s one thing I accomplish in my career, it’s that I tear down the obstacles I’ve faced for future generations and spread the message that being intolerant of equality in business is never acceptable,” Hart said.
