THE role of women in technology has become increasingly prominent in recent years, reflecting a powerful shift toward gender diversity in an industry long dominated by men. At DRT Communications Ltd, where 95 per cent of the workforce is made up of women, this shift is evident and driving real change in Jamaica and the wider Caribbean. Notably, DRT’s board of directors includes three women, one of whom is the prominent tech entrepreneur Stacy Hines. Additionally, there are three women in management positions within the company.

On October 15, 2024, the marketing, communications and media monitoring company officially launched a new and cutting-edge media monitoring technology with support from the Development Bank of Jamaica (DBJ) through its $20M innovative grant fund. The innovative technology put the woman-led company at the forefront in the Caribbean when it comes to empowering businesses to make data-driven decisions, manage brand reputation, and enhance advertising strategies.

Spearheaded by Managing Director Danielle Terrelonge, in 2014 DRT became the first company in the region to offer technology-driven media monitoring services and the first Caribbean company to secure angel investment for its vision. Fast forward ten years later, and DRT has taken this innovation up a notch with a new AI-powered platform that delivers real-time, comprehensive media tracking across multiple channels.

“It’s not easy, but it’s possible,” stated Terrelonge. “Staying ahead of the latest technology and innovations and keeping a keen eye on what is available and trending globally is key. Our solutions are on par with global technology that is used by large organisations the world over.”

Media monitoring solutions, as stated by Terrelonge at the launch, are used by companies such as Starbucks, Coca-Cola, Google, Apple and Nike, as well as agencies in the public sector, including the US presidential campaigns. These groupings have all realised that media monitoring helps them quickly understand public opinion, manage their reputation and make smarter decisions based on accurate, real-time data.

Reflecting on her journey, she added. “In 2008, I started this business on a prayer—and I mean a literal prayer—and my faith because that’s all I had. Today, I realise that the dream was always bigger than I could have imagined. DRT, the company that began in my bedroom, is now one of the Caribbean’s leading communications agencies, with a remarkable team of 19 and our own technology serving some of the region’s biggest brands.”

Leading the Media Monitoring team is Meckala McDowall, a results-driven young woman with a passion for data science, marketing, and media monitoring.

“It’s incredibly rewarding to lead a team that’s part of creating something so impactful,“ she said. ”Women often face challenges breaking into fields like technology, where we’re still under-represented, but it’s moments like this that remind me how far we’ve come.”

McDowall emphasised that media monitoring is crucial for companies aiming to achieve new levels of success.

“For decades, Jamaican businesses have depended on traditional marketing methods, which, while still effective, often fall short in precision and scalability. The transition to digital marketing in Jamaica goes beyond merely adopting the latest technology; it’s about embracing a more efficient and measurable approach,” she said.

Once companies come to this realisation, it’s Khadija Lara, DRT’s business development officer, who seals the deal, working with clients to understand their needs and provide the right solutions. She noted that many businesses initially struggle to see how this data can directly impact their performance, but she enjoys breaking through that initial hesitation, offering insights into how media monitoring can transform their approach.

“Being able to listen to clients and ensure we fully understand their objectives is what eventually sets us apart when it comes to our service provision. Many companies are just interested in selling a product or service, but at DRT we find it most rewarding when clients achieve tangible results. DRT’s media monitoring offers five distinct packages, and from our interactions with clients, we are able to determine exactly which package will give them that desired competitive edge.”

The upgraded media monitoring technology offers standout features, including the ability to operate in multiple languages, ensuring comprehensive coverage across diverse markets, while adeptly recognising local speech patterns to capture regional nuances and dialects. Powered by advanced AI-driven analytics, it processes data efficiently and delivers real-time reports that keep businesses informed and responsive, making it a powerful tool for enhancing media intelligence and strategic decision-making. At the forefront of this innovation are women like Terrelonge, McDowall, and Lara, whose leadership is reshaping the industry..

“I no longer see myself as the small girl with the small dream,” Terrelonge shared. “DRT Communications is a company rooted in Jamaica, but one that operates at international standards. We’ve gone from being a local service provider to becoming the global hub for Caribbean media intelligence and marketing communications solutions. “