Internationals Women's Day - Quantum spotlight - Jennifer Houston

How did you enter the quantum world? What is your current role?

I am the Chief Marketing Officer at D-Wave, leading our global marketing, public affairs and communications strategy.

My career spans over two decades, having worked in the technology and software industries from leading start-up brand marketing to building a digital services sector at an agency. These experiences prepared me to not only translate the complexity of next gen technology, but expand my creative and strategic thinking on how to engage new and different audiences via interconnected channels.

I came into the quantum world in June 2018 as SVP of Marketing for D-Wave. Over the last three years, I have had the honor of participating in building the quantum ecosystem, driving demand for quantum computing, product marketing, global public affairs and communications strategy before being appointed to CMO in May 2021.

Enterprise tech, especially when it’s deep tech, is about deeply understanding customers’ needs and then aligning those needs with products that will, in many cases, completely change the way they do business. This customer obsession is why I came to D-Wave, as our vision has always been to bring the most customer value via quantum computing as quickly as we can.

Are you seeing more women breaking through the tech industries glass ceiling?

I am so lucky to have grown up in a tech environment that was run by women. Pam Edstrom and Melissa Waggener Zorkin are in many ways, the founders of the technology communications industry. Working for these women focused me on the incredible power women can bring to technology. Whether, historically, women that have played a major role in technology innovations, like Grace Hopper - an esteemed computer scientist and Hedy Lamarr – Australian-born American actress dubbed the mother of Wi-Fi. Or today, where creativity, flexibility, nimbleness, problem solving, and never seeing the boundaries are all central skills to thrive in technology. These are skills that women often excel in, and while women’s contributions in technology may have been downplayed or not documented for several decades, it’s a new era.

There has been progress. And we must collectively keep our eyes out for systemic issues that continue to come into focus. An example: recent gains in achieving intersectional gender and pay parity were challenge by the first “she-cession” - a direct consequence of the pandemic. Recently, LinkedIn News revealed proprietary findings tied to the labor market. One key finding stuck out: that from May 2020 to Feb. 2021, the women workforce were between jobs 40% longer than pre-pandemic norms and compared to the brief 27% spike for male counterparts.

And there is much more to do. Collectively, we have the opportunity to reflect and learn from the pandemic-forced challenges, channel our communities and enact change that will retain and attract a diverse and powerful workforce. At D-Wave, we celebrate our differences and embrace our inclusion. The tech industry as a whole is regarded as a catalyst or pioneer in prompting and shifting cultural change. With that in mind, we’re proud to be part of the change as half of D-Wave’s executive team and 28% of our leadership positions are held by women.

What advice would you give other women in the same position as you?

My advice to all women, in the workforce or just about to enter, is understand the structures of power. Pattern them. Learn how to use them to do your job better and to drive business outcomes that people believed were impossible. If we can build powerful quantum computers for business, we can navigate the complexity of systems that are in the process of changing, or change systems that are in stasis. All systems are built on a power structure, and if you don’t understand it, you won’t be able to harness it.

Hold yourself accountable. At the end of the day, the only person in the world who cares about your career is you. So be the best you. Be the authentic you. Be the tenacious you. And remember, my favorite quote “well behaved women rarely make history.” Go make history.

Who is your role model?

I mentioned Pam Edstrom and Melissa Waggener Zorkin. Pam has since passed, and Melissa continues to run an amazing business: WE Communications, which I believe is the second largest independently owned communications agency in the world. Pam was Bill Gates’ first PR person at Microsoft. She used to have to make sure he had the right shoes and a haircut and was ready as she introduced him to the world. I’m dating myself here, but remember that iconic Time Magazine cover with the floppy disk on the finger? That was all Pam, and that moment really marked the beginning of technology journalism. Pam was feisty, and cared deeply, and was always looking around corners and asking “why, why, why”, “how can we do and be better” and my favorite, “what is the business problem we are solving for”?There are many tech companies that are who they are because of Pam and Melissa and the business they built to help companies navigate becoming the brands they are today. And their fearlessness built an industry and opened doors for all of us in tech.

Quantum is changing rapidly; what are your big picture predictions for next 5 years?

One of the reasons I love working for D-Wave is for us—quantum is here today. We don’t have to wait. We’re driving real business results—from staffing efficiencies to delivering route optimization to enhancing pharmaceutical research. So, I have the luxury of helping customers see business benefit today and in the future with optimization problems on the annealing quantum computer while imagining the future together in things like quantum chemistry and materials sciences with our gate model program.

Hybrid. It sounds simple but is completely disruptive. By bringing together the power of classical technologies with quantum computing – we literally have begun to unlock real use cases and solve real problems, today. Sometime revolution comes from looking backward while you’re looking forward.

I think we’ll see quantum computing transition from pie-in-the-sky ideas to more palm of your hand applications. What I mean is by using quantum hybrid approaches, quantum computing’s practical benefits ignite even more incredible ideas. Startups like Multiverse are changing financial services, and Menten AI is bringing quantum into denovo protein design. Large brands are embracing new ways of approaching optimization problems in supply chain, hedge risk applications with CaixaBank, or even PayPal’s use of feature selection in machine learning are all examples of this disruption. Each one of these quantum pioneers are moving into new territory where this technology can have great impact on people and their everyday lives. We’re excited to be a part of their journeys, helping unlock the future of quantum computing in tangible, meaningful ways.