Powerful Women in Consumer Technology 2019: Elizabeth Parks
To see the full 2019 class of Powerful Women in Consumer Technology, please check out the program's home page.
Company: Parks Associates
Tell us a little about your career history.
I joined Parks Associates to support the company’s marketing team after graduating from the University of Texas at Austin. The initial plan for my role at Parks Associates was short term, working with my mom and Parks Associates’ CEO and founder, Tricia Parks, while I figured out my next steps.
I really enjoyed the marketing aspects of the business, the research we conducted in the areas of consumer technology, and the opportunity to work with cutting-edge companies. I also found it very rewarding to bring together industry leaders to learn and experience from one another in our six hosted executive conferences.
I am now in my twenty-second year working with the firm and feel extraordinarily grateful for the opportunity and experience at Parks Associates. Over the years, my positions within the company have challenged me to grow and learn in different ways.
While I love the marketing aspects of the business, providing reliable research and growing the long-term relationships we have built over the past three decades is a passion for me. I really enjoy working with all of our teams and especially working directly with industry leaders in consumer technology.
What attracted you to a career in consumer technology?
My best mentor and influencer is my mom – she is an inspiring leader and a visionary for the connected home industry. I had the privilege of watching her start and grow the company when I was in middle school and high school. She is passionate about quality and informative data, retaining and building business relationships, and providing reliable, accurate, and unbiased research. Her influence and support has helped lead me to where I am now as President of Parks Associates.
It’s a really exciting time in the areas we cover, especially the disruption in the home security and controls industries as well as video distribution and entertainment. In the past couple of years, we have seen the smart home and controls space mature and connectivity truly change how consumers interact with technology in their home.
For decades, the foundation for the connected home has been built through new technologies, partnerships, and business models to serve consumers, by providing valuable devices and services that make lives easier, safer, and more convenient. Being able to see the growth and impact technology has on consumer lives has been very rewarding.
I look forward to seeing what’s next, particularly in relation to video services, health-centric solutions, the impact of DIY and self-install products, and further convergence of the various ecosystems in the home.
What are the best initiatives available to attract women to careers in technology—and what hurdles are left to overcome?
I think education and exposure to business opportunities and other women in business are the best things to attract women to technology and executive careers. Time and continued efforts from large and small corporations will help shift opportunities to include more women in technology as the newer generations are offered more opportunities for advancement.
What accomplishments are you most proud of in your career?
I love working with people long term in an environment where hard work breeds success, customer service stands out, and where I can feel the impact of our team’s efforts. I am proud of the events we have successfully hosted, especially our CONNECTIONS Conference, which is in its 24th year in 2020. Being noted as a reliable and trusted resource for data and analysis for companies ranging from SMBs to Fortune 100 companies is a great accomplishment for Parks Associates.
I am also very proud of the position Parks Associates has in the market as a resource for the media and trade publications focused on the areas we cover. We work hard to inform the industry of our key findings and analysis in the markets we cover.
I'm also proud of working with my mom for twenty-two years, and my husband for 19 years. It's a family business and my three children frequently ask when they can start working at Parks Associates.
Any closing thoughts you’d like to share?
It’s an honor to be nominated and considered for this kind of recognition. In a world that offers so much available information, I am proud to provide the insights that Parks Associates has and in the manner that we complete our work.
The company owes its success to its team, who are ambitious and driven to meet the high expectations our founder has established for good, reliable research. We offer a unique set of insights for the industry and truly value the people who contribute to create great research products and services, as well as unique event experiences.
Our success also wouldn’t be possible without our clients and the industry who help us better understand their market positions, so we can successfully evaluate the growing opportunities in the consumer technology market.