Celebrating Women's Leadership: Insights from the female leaders at GCommerce Solutions
One of our favorite months every year, Women’s History Month, gives us a chance to pause and consider all the amazing contributions women make throughout the world, especially here, every day at GCommerce. This year, we’ve interviewed the current female leadership team members to get their real-life journeys and advice for other women navigating their own career journeys.
Discover how each of our current female leadership team members arrived in their current roles - from their most pivotal moments to challenges and milestones. We think you’ll walk away feeling inspired and empowered, knowing that everyone’s path is different and that you have the power and capability to forge your own path.
To celebrate Women’s History Month, we want you to hear from some GCommerce leaders.

Lindley Cotton
President
I’m currently the President of GCommerce, where I’ve spent nearly 18 years growing alongside the company and the ever-changing world of digital marketing in the hospitality industry. I started my journey here as an entry-level Paid Search Specialist, moved into Account Services, and later stepped into the role of SVP of Marketing before becoming President.
Along the way, I’ve had the opportunity to help further our company vision to drive incremental revenue for our hospitality partners. With a deep background in hospitality media, I was proud to play a role in the creation of Metadesk, GCommerce’s metasearch advertising platform. But what I’m most passionate about is building high-performing teams. There’s nothing more fulfilling than creating an environment where people feel empowered to grow, push boundaries, and do work they’re truly proud of.
What are some challenges you believe are unique to women in leadership roles within the digital marketing industry?
Representation - without seeing women in leadership roles, it’s hard to imagine yourself in that position. The good news is that over the last 20 years, I’ve seen a big shift and see more and more women taking a seat at the table.
Can you share strategies or personal experiences that have helped you overcome these challenges and thrive in your leadership role?
When I first joined GCommerce, I was lucky to have a female mentor who quickly became my sounding board and confidante—and still is to this day. I vividly remember a pivotal moment early in my career: I was contemplating a move from a marketing ops role to a client-facing position. At the time, I had just one year of experience and was convinced I wasn’t ready. The doubt was loud in my head: What if I can’t do it? What if I fail?
During a 1:1 career pathing session, I hesitantly brought it up. I hadn’t even finished my thought before she jumped in and said something that has stuck with me ever since:
“We can teach you everything you need to know. You just have to want to do it.”
That one sentence shifted everything for me. It taught me two powerful lessons:
- Support builds confidence. When she said “we,” she let me know I wasn’t alone. That sense of partnership gave me the courage to take the first step, even when I wasn’t sure I could do it. Sometimes, just knowing someone has your back is enough to keep you moving forward.
- Growth requires desire—and discomfort. Wanting something means being willing to stretch, to struggle, and to face uncertainty. It’s not about having all the answers—it’s about choosing to do the work.
Now, nearly 18 years later, the moments that stand out the most in my career are the ones that made me uncomfortable. Why? Because they signaled growth. They pushed me into uncharted territory and made me better.
I’ve also learned to trust myself. I know this industry well, and I’ve grown confident in both what I know and in what I don’t know. Today, when I face uncertainty, I don’t see it as a reason to hesitate. I look around, make sure I’ve got a strong team beside me—and then move forward. Boldly.
What are some of the most significant achievements and milestones you've reached at GCommerce Solutions?
Honestly, when I think about achievements at GCommerce, the first thing that comes to mind isn’t a specific project or metric—it’s the team.
Building a high-performing team has been, without a doubt, one of the most rewarding parts of my journey here. There’s something incredibly fulfilling about watching people grow into their strengths, step into leadership, and bring fresh energy and perspective to the table. Seeing the team evolve and thrive has made every challenge worth it.
And I definitely haven’t done that alone.
One of the greatest privileges in my role is being surrounded by such strong, thoughtful, and impressive team members—people who challenge me, advise me, and help shape the direction of our company every single day. Their insight, dedication, and collaboration have turned big goals into reality and made even the hardest days feel meaningful.
Milestones come in all shapes—new clients, expanded capabilities, internal process wins—but the one that always matters most to me is this: building a culture where people want to show up, do their best work, and grow together.
That’s the kind of achievement that keeps me excited for what’s next.
What practical advice would you offer to women who aspire to take on leadership roles in digital marketing?
You don’t have to know everything. Try to approach every situation with curiosity and an open mind. Many women struggle with imposter syndrome (myself included), and you just have to remember that being a leader isn’t about being all-knowing. You should be actively seeking out opportunities to grow and learn every day, which will help you become a more emphatic and well-rounded leader in the future.
Also, seek out mentors. I’ve had several over the years all of which helped me grow different skill sets. A lot of times, you naturally find mentors, but don’t be afraid to speak up and ask someone to help coach you if you know they have expertise in an area that you’re looking to grow.
How do you perceive the role of diversity and inclusion in fostering innovation and driving success within your organization and the industry?
I’ve seen firsthand how powerful diversity and inclusion can be—not just as buzzwords, but as real forces for growth, innovation, and connection.
When you bring together people with different backgrounds, perspectives, and life experiences, something incredible happens: ideas get sharper, solutions get more creative, and conversations become richer. It’s like adding color to what used to be a black-and-white picture.
In my experience, some of the most innovative breakthroughs come from teams where everyone feels safe to speak up, challenge the norm, and bring their whole selves to the table. That’s what inclusion really means—knowing your voice matters, and that you’re not just invited to the meeting, but encouraged to contribute.
It’s not always easy. Creating a truly inclusive environment takes intention, listening, and a willingness to grow. But the payoff is huge. You get stronger collaboration, better decisions, and a team that trusts each other enough to take risks and try new things.
At the end of the day, diversity and inclusion aren’t just “nice to have.” They’re essential if we want to build organizations—and industries—that don’t just keep up, but lead the way.