In a digital media world that is 25 years old, it’s no wonder the relatively recent upstart of mobile is still considered a single new channel for planning against. But now ad group Starcom Worldwide‘s mobile SVP has an unusual goal – to kill her job.

“If my job exists in six months in its current state, then I’m not doing my job,” Erin Kienast, overseeing Procter & Gamble brands, tells Beet.TV. “Mobile should not be isolated. It can’t be put in a silo. It has to be integrated.

“It needed to be isolated three years ago because you needed to have trailblazers that were willing to define the space.”

But now Kienast says “mobile” has grown to encompass everything from second-screen interaction to augmented reality and in-store personalized shopping experiences. So she wants the “emerging media” of devices baked in to ad planning of all kinds.

Kienast was interviewed by Furious Minds CEO Ashley J. Swartz at Beet.TV ‘s annual executive retreat in Vieques, Puerto Rico.