Scope3x5: Joanna Havlin, Buyer Development

Our Buyer Development Director, Joanna Havlin, delves into her career path, her commitment to sustainability, and the personal and professional principles that drive her leadership and work with brands to decarbonize the industry.

This series offers a glimpse into the lives of the change makers at Scope3 and what’s driving them to create a more sustainable ad industry.

What led you to Scope3 & what are your core responsibilities as Buyer Development Director?

Reflecting on my past startup experience in social media, I was reminded of the steep learning curve involved in building a new category and approach. My time there reignited my innate need and passion for creating something new and impactful. When I looked into Scope3 as a company, I knew it would not only fulfill my desire to build, but also align with my commitment to purpose-driven work in an industry I’ve loved throughout my career.

As part of the Buyer Development team, I am responsible for the Central North America region, where I consult with brands and agencies on decarbonization strategies. I find great fulfillment in educating and motivating clients to make a positive impact in the industry while improving their business outcomes—being green is no longer a trade-off but a pathway to proven business value.

What’s your call to action for advertisers?

To focus on progress, not perfection. Inertia and over-analysis can prevent anyone from taking the first step forward. I encourage advertisers to lean into early insights, learnings, and new data signals that come with measuring and reducing carbon emissions to create a competitive edge.

It’s also crucial to highlight both small and significant successes that arise from a data-driven, quantifiable approach to sustainability. In this way we can overcome the fear of backlash. We, as an industry, need to collectively celebrate these achievements while also taking responsibility for being part of a larger solution and movement.

Name one natural wonder that you find most awe-inspiring.

I recently visited Yellowstone National Park, and it was absolutely breathtaking. The vibrant colors, unique contours, and the fresh air brought me a sense of peace that I didn’t expect. As a mother of two young daughters, the thought of preserving nature so they can experience its beauty drives me in my work at Scope3. The experience reinforced my commitment to protecting our environment for future generations.

What is one lifestyle change you have made to become more sustainable?

I’ve made several small changes to live more sustainably. Being in this field has heightened my awareness of the impact of my choices, especially when it comes to purchases. I’ve reduced my use of single-use plastics and discovered smaller, sustainable brands that are disrupting traditional categories.

My next big steps are exploring food composting and transitioning to a hybrid vehicle. Although living in a city presents challenges, I’m committed to reducing my footprint and demonstrating to my daughters how sustainability can be integrated into our daily lives. They are already very aware of the importance of keeping our planet healthy.

Let's hear your personal mantra. How does it influence your leadership style?

My personal mantra is to persevere, not perish, and to cultivate relationships. We all encounter personal challenges, losses, and setbacks, but it’s how we navigate them that makes a difference.

Nourishing a strong support network is also crucial. In our industry – where change is constant and connections are intertwined – maintaining relationships is key. Surround yourself with people who support and inspire you, provide honest feedback, and offer perspectives you may not have considered.

This approach has helped me grow and lead with empathy and curiosity.