Transcrição completa de Stepping Into Your Whitespace

00:04:39.439 --> 00:04:42.079 Um, my parents got divorced when I was really young. 00:04:42.240 --> 00:04:44.480 So we lived at my grandma and uncle's house. 00:04:44.560 --> 00:04:49.759 So it was a bit of a chaotic environment, and we also kind of were left lost in the shuffle. 00:04:49.839 --> 00:04:51.920 And by we, I mean me and my younger brother. 00:04:52.079 --> 00:04:59.759 Um, so I took care of him and wanted to make sure he was doing the right things, um, but also had to kind of pave the way for myself. 00:04:59.839 --> 00:05:06.720 And that included, you know, cooking, studying, um, any extracurriculars I wanted to do, all of that had to be on me. 00:05:07.120 --> 00:05:08.160 Yeah, I get that. 00:05:08.319 --> 00:05:09.040 That's so interesting. 00:05:09.120 --> 00:05:15.680 Because I mean, again, like I said, we get to spend time together on committees and planning and then together digital events, but I didn't realize we had that in common. 00:05:15.839 --> 00:05:19.759 Um, my dad's from Egypt, and then also big sister, oldest sister as well. 00:05:19.839 --> 00:05:25.199 So that is a lot of responsibility and weight on one young person, especially early on. 00:05:25.439 --> 00:05:29.759 So you ended up finding your white space early in your career with digital marketing. 00:05:29.920 --> 00:05:31.839 What did that look like for you? 00:05:32.000 --> 00:05:36.480 And how did you know that that was the thing worth going after? 00:05:37.439 --> 00:05:54.639 So it's interesting because I was a I grew up in a time where we actually took like typing class, um, Mavis Beacon teach us typing, and like that was our, you know, Oregon Trail was the games that you would play at school, but like we didn't have a computer at home until I was probably in high school. 00:05:54.879 --> 00:06:00.079 And that's when we started typing up papers and things like that, but it was still a very new space. 00:06:00.240 --> 00:06:02.879 Um, I was very intimidated by it, to be honest. 00:06:03.199 --> 00:06:22.399 And I remember in college, we had to um pick some volunteer activities, and a friend of mine and I decided that we were gonna go to uh the Sacred Heart Church and teach adult education on how to use basic Microsoft Office tools like Excel and Word. 00:06:22.800 --> 00:06:28.240 And I was like, I'm shocked I'm teaching this class, but um, I'm glad that I can help other people. 00:06:28.399 --> 00:06:42.079 And they it made such a difference to them, and I saw the impact that it had because they were able to apply for jobs that maybe they wouldn't have otherwise, or um, even just to get things like an email, and they didn't understand that. 00:06:42.160 --> 00:06:50.079 Um, and that I knew that that was becoming the future because I was working at the university where most of my job was done through phone and fax. 00:06:50.959 --> 00:06:57.199 But we were starting to use email and I finally got a cell phone in college, so I knew things were changing.

00:06:57.360 --> 00:06:59.839 I just didn't know how fast it was gonna happen. 00:07:00.079 --> 00:07:06.480 And the real pivotal point became um I got my first job at NV NBC Universal. 00:07:06.560 --> 00:07:10.160 I didn't know anybody, I had moved to LA without a job. 00:07:10.480 --> 00:07:21.920 And when I finally got offered the position as the um marketing associate, which I was already shocked, I I thought I was gonna be secretary or something like that. 00:07:22.079 --> 00:07:35.759 Um, I asked my boss later on what had had me stand out of the crowd because I I had worked at a film festival and I studied product film production and I worked um on a radio station. 00:07:35.839 --> 00:07:37.759 So I was like, it's gotta be that entertainment experience. 00:07:37.839 --> 00:07:40.000 And she says, Oh, you knew the computer. 00:07:40.079 --> 00:07:48.480 And I had put that I did that volunteer teaching class on my resume because as a new early career person, you don't have a lot to say. 00:07:48.639 --> 00:07:50.240 Um, and I couldn't believe it. 00:07:50.319 --> 00:07:56.240 And I thought, if she picked me for that, then I that's how I could stand out. 00:07:56.480 --> 00:08:05.120 So I actually went to grad school and decided to do my thesis on how to use digital media to attract new audiences directly for my job. 00:08:05.279 --> 00:08:09.920 And I was like, this might actually be something that's useful for me and my company. 00:08:10.079 --> 00:08:15.759 And I was fortunate enough to have them sponsor me for a graduate degree at USC. 00:08:16.480 --> 00:08:21.600 And when I did that thesis, I presented it to my boss who loved the idea. 00:08:21.839 --> 00:08:25.839 She let me present it to the president of the division. 00:08:26.000 --> 00:08:31.600 And from there, I got a budget, a promotion, and the resources to do what I needed to do. 00:08:31.839 --> 00:08:36.000 Yes, I did it mostly on my own, but I was willing to do it. 00:08:36.080 --> 00:08:50.080 I went and took coding class, I learned CSS and HTML, I was a photographer, I did my own video, and I just decided to jump in and it did it created that opportunity for me that I didn't realize was going to be the rest of my career. 00:08:50.399 --> 00:09:08.399 But I was really glad that something as simple as someone saying, You knew the computer was enough for me to say, okay, that if they if we have this amazing group of talented people at a company like NBC Universal, and that's what's making me stand out now, I've got to take advantage of it. 00:09:08.879 --> 00:09:09.759 That's amazing. 00:09:09.919 --> 00:09:14.559 And it's such a testament to you and your dedication to not just teaching, but continued learning. 00:09:14.639 --> 00:09:22.799 Like you took it upon yourself to go back, get that degree, take those classes, learn HTML, and see kind of like a little bit what was around the corner. 00:09:22.879 --> 00:09:32.480 And the fact, too, I wanted to point out for those who are listening within their early career, the fact that your volunteer work helped you get that job that started that kicked off your whole career. 00:09:32.639 --> 00:09:37.120 I think we sometimes underestimate the opportunity that volunteering gives us. 00:09:37.279 --> 00:09:43.360 I think it's like it feels good, and you know, the connections that we get and the things we get to be a part of that's bigger than ourselves. 00:09:43.519 --> 00:09:48.480 But yeah, that's that's transferable skills that can land you work somewhere else, you know. 00:09:48.559 --> 00:09:50.240 And so I think that that's just wonderful. 00:09:50.399 --> 00:09:52.240 I love, love, love that story. 00:09:52.399 --> 00:10:00.720 And kudos to you too for like driving and going all the way out to California alone and just starting and trying and figuring it out. 00:10:00.799 --> 00:10:01.519 That's huge. 00:10:01.600 --> 00:10:04.320 That's that's those are all very bold, brave moves. 00:10:04.399 --> 00:10:06.720 So yeah, I think a lot of that was you, Christy. 00:10:06.799 --> 00:10:07.840 You can claim it. 00:10:08.559 --> 00:10:21.440 I mean, my parents did I didn't talk to my dad much at the time, but he was like, Yeah, go to LA because he didn't live in California, and he was like, doesn't matter to me, but everyone around me was like, Why would you do something like that on your own? 00:10:21.600 --> 00:10:32.159 And so it was scary all around, but my mom particularly was really not supportive, and that I didn't have a mentor to think about, like, especially when it came to digital. 00:10:32.320 --> 00:10:34.080 There wasn't people who really knew it. 00:10:34.240 --> 00:10:38.879 My boss clearly didn't know it at the time, so it was like, how do I find my tribe? 00:10:39.200 --> 00:10:40.639 Right, find your people, find your tribe. 00:10:40.720 --> 00:10:41.279 That's so true. 00:10:41.360 --> 00:10:47.200 And it is funny that I feel like because we're probably close to the same age based on some of the references you're making about technology and what you had when. 00:10:47.279 --> 00:10:56.960 I think we were really fortunate that we remember a time in our childhood without any technology and being like free and like running around and no internet, no YouTube. 00:10:57.600 --> 00:11:06.000 But we were at such a point where we were young enough to want to see it and learn it and adopt it, you know, because yeah, same things. 00:11:06.080 --> 00:11:11.519 Like I remember I didn't get a computer till high school either, but I was all about learning how to create digital art. 00:11:11.679 --> 00:11:19.519 I didn't know what I was doing, but I was like writing and doing art and things like that, and just understanding computers and systems and how they worked as well. 00:11:19.679 --> 00:11:31.360 And so I know I have a lot of friends who kind of were in that space who are now in like IT and development, who just love taking apart computers and putting them back

together, things like that, because it was still a time of like learning. 00:11:31.519 --> 00:11:39.679 And so I think we were really fortunate to kind of, I don't know, I feel fortunate to have been around in that timeline to be able to have that kind of an experience. 00:11:40.159 --> 00:11:43.200 I'm glad my entire life isn't on social media from the beginning. 00:11:43.440 --> 00:11:47.360 But I used it for communication right away. 00:11:47.519 --> 00:11:59.200 I was I was on AIM for chat and I was trying to find communities and like that and email, and that to me was wow, I can reach people that I normally wouldn't be able to reach on a regular basis. 00:11:59.519 --> 00:12:00.639 Yeah, that's also huge. 00:12:00.720 --> 00:12:02.320 Yeah, it breaks down all those barriers. 00:12:02.399 --> 00:12:05.840 There's no such things as borders or boundaries when you can do something digital. 00:12:05.919 --> 00:12:06.639 I love it. 00:12:06.799 --> 00:12:07.039 Yeah. 00:12:07.200 --> 00:12:13.519 All right, so we talk a bit about this being kind of like that white space and finding your white space. 00:12:13.679 --> 00:12:15.679 Let's define that a little bit for the listeners. 00:12:15.759 --> 00:12:23.679 Like, what does white space mean to you, and how can someone tell the difference between real white space and maybe a shiny object? 00:12:23.759 --> 00:12:26.159 Because that can also be a little bit of a trap. 00:12:26.559 --> 00:12:28.559 I always think of it in terms of art. 00:12:28.720 --> 00:12:35.120 Like if you have a white piece of paper and there's color on it, where is that room to add something? 00:12:35.519 --> 00:12:42.000 And to me, finding that was um, it doesn't it's not always obvious. 00:12:42.480 --> 00:12:50.720 Like it it isn't like it's fluid where you're like, oh, people are doing this, so if I do that on top of it, it will make sense. 00:12:51.039 --> 00:12:57.120 A lot of times for me, the white space is you have to identify it and say this there's a need here. 00:12:57.360 --> 00:13:09.279 And um, I know one of the things that I had um the skill set to do when it came to this digital space was content and storytelling. 00:13:09.360 --> 00:13:17.200 I I studied communications, I had done journalism, I classes, I had done advertising and video production and writing. 00:13:17.440 --> 00:13:27.120 And so I was trying to connect the two things, which didn't necessarily make sense, but I was like, how can I do what I like in this unknown space? 00:13:27.600 --> 00:13:35.440 And I think the that was the unlock to me is is finding how can I impact a white space? 00:13:35.759 --> 00:13:41.759 And if the key word here was computer, you know the computer, like what does that even mean? 00:13:41.919 --> 00:13:51.679 So I had to really think about explaining what that could be because I don't even know if she, my boss at the time, realized what she meant. 00:13:51.759 --> 00:13:58.960 I think she knew like we're going into this place where obviously the computer is going to be really important and what that holds. 00:13:59.120 --> 00:14:07.039 Um, but I had to do the work to say that means we need an email strategy, we need an internet, we need a website. 00:14:07.200 --> 00:14:11.039 Um, and then eventually it led to we need to launch on social media. 00:14:11.679 --> 00:14:22.159 So being the one to explore all those colors to fill in the blank white space on the page, um, I think that was probably the most fun. 00:14:22.320 --> 00:14:25.039 And I I've called myself a pioneer ever since then. 00:14:25.600 --> 00:14:30.639 Uh pioneer for my family, you know, first to college, first in America, first all these things. 00:14:30.960 --> 00:14:42.480 And to be one of the grandmothers of social media, it's like that having been in this space so long, um, I've really seen it develop from the beginning. 00:14:43.679 --> 00:14:44.399 I love that. 00:14:44.480 --> 00:14:45.679 And I think I think I agree. 00:14:45.759 --> 00:14:53.279 I love that analogy of like looking at a painting and finding that white space that's additive, but then also differentiated as well. 00:14:53.360 --> 00:14:58.799 It sounds like, you know, something that doesn't feel like you're just going along with everybody because that's the shiny object, right? 00:14:58.960 --> 00:15:09.519 That's the thing where it's like you're not really adding anything to it, you're just kind of climbing on board versus this is my path, this is my lane, this is something I'm passionate about that I'm talented at. 00:15:09.679 --> 00:15:14.480 Um, and it's the thing I want to kind of, again, yeah, add to, add to the bigger picture with. 00:15:14.639 --> 00:15:15.279 I love it. 00:15:15.600 --> 00:15:21.440 And it's not just what's the waste space for you, like, oh, everyone's doing social media, we need to do it too. 00:15:21.600 --> 00:15:27.200 It's what do you add to that that makes it different so that it's not a shiny object? 00:15:27.360 --> 00:15:35.519 Like, how are you gonna enter into that by adding new value or breaking the rules with what's already been happening? 00:15:35.759 --> 00:15:37.519 Because I think otherwise you're just a follower. 00:15:37.759 --> 00:15:39.759 That's that's not identifying white space. 00:15:39.919 --> 00:15:43.519 That's just saying, okay, bandwagon, we gotta get on here too. 00:15:43.759 --> 00:15:44.000 Right. 00:15:44.320 --> 00:15:44.720 Exactly. 00:15:44.799 --> 00:15:46.080 That's a great clarification. 00:15:46.159 --> 00:15:46.879 You're exactly right. 00:15:47.039 --> 00:15:52.399 Yeah, it's like how can you take what's being done and make it use it to your the best of your own individualistic abilities? 00:15:52.480 --> 00:15:52.879 I love that. 00:15:52.960 --> 00:15:53.519 That's great. 00:15:53.759 --> 00:16:00.240 All right, so you've done some pretty brave things, obviously, as a pioneer, and but fear often comes up in your story. 00:16:00.399 --> 00:16:08.480

What's the what fear, what's a fear that you had walking straight through to get to where you are, and what's one that you're still working on? 00:16:09.120 --> 00:16:10.879 There's always been fear for me. 00:16:11.039 --> 00:16:13.120 Um, I I was a shy person. 00:16:13.279 --> 00:16:16.559 I had some very tragic things happen early in my life. 00:16:16.720 --> 00:16:21.440 Um and it really shut me down to want to be open to people. 00:16:22.000 --> 00:16:27.679 And so I oddly enough, was um a singer in high school. 00:16:27.840 --> 00:16:32.000 And it was kind of my way to stand out without being me. 00:16:32.159 --> 00:16:34.480 I was part of a group, I was part of a choir. 00:16:34.720 --> 00:16:42.480 Um, but when it came to meeting new people and having confidence in who I was, it was a real struggle. 00:16:42.639 --> 00:16:53.039 And so when I moved from uh the San Jose, San Francisco area to LA, it was I literally had to like tell myself, you have a chance to reinvent who you are. 00:16:53.200 --> 00:16:56.639 And you will not make it in a city like this if you're shy. 00:16:56.799 --> 00:16:58.240 You will just drown. 00:16:58.720 --> 00:17:04.400 And I knew entertainment and um the studio space was where I was hoping to be. 00:17:04.559 --> 00:17:09.039 And those are a lot of confident people, a lot of people who and a lot of competition. 00:17:09.359 --> 00:17:13.680 So I started doing things like I went to a Dodgers game by myself. 00:17:13.920 --> 00:17:19.200 And if you know the Dodgers, the crowd can be mixed in personalities. 00:17:19.519 --> 00:17:22.079 But people were so open and welcoming to me. 00:17:22.160 --> 00:17:29.759 They were very open to like when something was bad, we booed together, when something was good, we we cheered together. 00:17:29.920 --> 00:17:36.799 I would drive down to the beach and just go look around shops and walk on the ocean uh front for by myself. 00:17:36.960 --> 00:17:44.559 I started going to meals on my own, which ended up being pretty critical because now I travel for work a lot, and you have to do those things by yourself for the most part. 00:17:44.720 --> 00:17:47.519 So those were probably the more challenging. 00:17:47.599 --> 00:17:51.920 And then I'd say it ended up being um turning into executive presence. 00:17:52.079 --> 00:17:59.839 I got feedback early on that um my poker face was horrible, which I'm a very sensitive and emotional person. 00:18:00.000 --> 00:18:04.079 Um, and so I actually practiced in the mirror. 00:18:04.400 --> 00:18:11.039 I would uh film myself and work on my particularly my facial expressions. 00:18:11.279 --> 00:18:23.599 Um, and then I decided to go into the world of public speaking and I started applying to be a speaker at conferences and share my knowledge, but I always had the imposter syndrome, and I still do sometimes, you know. 00:18:23.759 --> 00:18:27.359 I know that I I've realized that I know things other people don't. 00:18:27.519 --> 00:18:29.279 That doesn't mean I'm smarter than them. 00:18:29.440 --> 00:18:30.799 It doesn't mean I'm more advanced. 00:18:30.960 --> 00:18:36.400 It just means I know different things, and the different things are what interests people. 00:18:36.559 --> 00:18:50.160 And what I my story has offered isn't the right story, it's just a story, and that is something that can help someone or at least interest someone because it is new and different and unique. 00:18:51.279 --> 00:18:51.920 I love it. 00:18:52.000 --> 00:18:52.880 I feel you, friend. 00:18:52.960 --> 00:18:54.640 I can't fix my face either. 00:18:55.440 --> 00:18:58.400 All right, still hard sometimes. 00:18:58.720 --> 00:19:00.319 It is hard sometimes. 00:19:00.559 --> 00:19:00.960 Awesome. 00:19:01.119 --> 00:19:03.759 Okay, let's dig in a little bit more on that career of yours. 00:19:03.920 --> 00:19:10.400 So you've moved through places like Disney, Abercrombie, Nestle, NBC Universal, the Aspen Group. 00:19:10.480 --> 00:19:14.160 What's the thread that's carried you across such different industries? 00:19:14.319 --> 00:19:16.720 Because those are kind of all over the place. 00:19:17.279 --> 00:19:24.720 Yeah, I think um I obviously I've been very blessed to have these amazing brands as part of my portfolio. 00:19:25.039 --> 00:19:33.359 Um I realized that I have a skill set to offer that I didn't thought was transferable. 00:19:33.599 --> 00:19:37.519 Oddly enough, my first job at NBC Universal was a B2B job. 00:19:37.599 --> 00:19:45.279 I try to get filmmakers to come use the studio lot for production and post-production, which, you know, people don't think of that when they think of a studio job. 00:19:45.440 --> 00:19:48.880 They think you're probably marketing the films or the parks. 00:19:49.200 --> 00:19:55.440 Um, but then I realized this is very different, but there was certainly a consumer element element to it. 00:19:55.599 --> 00:20:00.400 Like we wanted to make sure we were in partnership with all the other business lines. 00:20:00.480 --> 00:20:04.480 So we did support theatrical and we did support the parks. 00:20:04.640 --> 00:20:14.319 Um, and then I also was very um tuned into anytime media was on the lot, it was my job to accompany them and make sure they were following all of our brand guidelines. 00:20:14.480 --> 00:20:22.559 Um so I got a lot of exposure, but I realized this white space I identified can apply to a lot of companies and a lot of industries. 00:20:22.799 --> 00:20:27.680 So I just need to expand what that means and figure out how it would apply. 00:20:27.839 --> 00:20:34.240 So the first big jump was from NBC Universal to Nestle, so CPG, very different environment. 00:20:34.400 --> 00:20:39.599 You have these brand managers, everything's led by the brand teams, innovation is very important. 00:20:39.920 --> 00:20:51.920 And again, it's an interesting distribution because you have the products that you want the consumers to know and love and

desire, but then you're also really marketing to all of the stores that distribute your product. 00:20:52.079 --> 00:21:03.279 So it was really important that Walmart and Kroger and brands like that knew what we were offering and that we were supporting them so that people would go to their stores and want to buy the product. 00:21:03.519 --> 00:21:09.440 I was fortunate enough to work in the ice cream division, so I had a lot of fun with that content. 00:21:09.599 --> 00:21:14.880 And there was, I would say they were very open to innovation at Nestle. 00:21:15.119 --> 00:21:19.279 It was very much like we want someone who knows this social space. 00:21:19.440 --> 00:21:27.039 And even just the little bit I had done on my own at NBC Universal was enough for them to be like, you you've started this for a big corporation. 00:21:27.200 --> 00:21:29.119 Let's see what you can do in our space. 00:21:29.359 --> 00:21:37.599 And then that kind of went from there because it from Nestle, I went to Disney, so there was an entertainment through line, but totally different. 00:21:37.759 --> 00:21:45.839 They wanted me to come and build a case study and a business case for why it was important for us to be on social media for Disney channels worldwide. 00:21:46.160 --> 00:21:50.400 And it took like six months to even get that done off the ground and approved. 00:21:50.640 --> 00:21:55.200 And then that was we how fast can we move once it was a good to go. 00:21:55.599 --> 00:21:59.759 Um, I had a team of me and one other person and no agency. 00:22:00.240 --> 00:22:03.200 Support and we did everything soup to nuts. 00:22:03.359 --> 00:22:10.559 Um, but all of those roles that I played made my skill set even more applicable. 00:22:10.720 --> 00:22:20.640 I started working with our synergy teams and I would be on the cruise ship with our talent doing live streaming or content capture. 00:22:20.799 --> 00:22:30.400 And then I would be um in the green room on Snapchat doing live snaps and Twitter parties back when those platforms were really hot with the talent. 00:22:30.559 --> 00:22:33.039 I was teaching the talent how to use social media. 00:22:33.119 --> 00:22:40.960 You know, you know, we're talking the Zendayas of the world and Sabrina Carpenter were the girls that I got to work with at my time there. 00:22:41.200 --> 00:22:48.640 But like guiding them and their parents on how to use this professionally and what that could do has been really important. 00:22:48.880 --> 00:23:05.200 So I feel like it, I now consider myself a mini CMO because social media is analytics, technology, so marketing technology decisions, it's budgeting, it's paid, it's content capture and creation, it's distribution, it's audience targeting. 00:23:05.440 --> 00:23:06.880 You do all of the things. 00:23:06.960 --> 00:23:16.480 And so each step in my career has taught me how to expand all of that skill set and uh apply it to these big brands. 00:23:16.799 --> 00:23:17.440 I love it.

00:23:17.599 --> 00:23:19.839 What an awesome fun path that you've had. 00:23:19.920 --> 00:23:27.920 And again, like I get that that feeling of like just getting the chance to work on amazing things and kind of do more groundbreaking work as things are evolving. 00:23:28.079 --> 00:23:32.559 Cause yeah, Twitter and the Twitter parties, oh, you're taking me back. 00:23:34.400 --> 00:23:42.720 Well, the interesting thing is like people, I went to nationwide, and people are like, how do you go from Disney and all these big brands to nationwide financial services? 00:23:42.960 --> 00:23:52.960 And honestly, like that organization allowed me to work with the NFL, that you know, soccer, golf, all these sports partnerships. 00:23:53.119 --> 00:23:54.640 We had big celebrities. 00:23:54.720 --> 00:24:04.480 Um, and my experience, I think, from Disney and NBC Universal with all these celebrities and and uh high talent was a natural fit, actually. 00:24:04.559 --> 00:24:14.559 And they wanted us to get into more of a branded space because before everything was product and service line focused, and they hadn't really built this brand outside of the jingle. 00:24:14.799 --> 00:24:21.359 And I got that opportunity to be one of the pioneers again to help them shape what that looked like. 00:24:21.440 --> 00:24:30.240 And in the end of the day, when toward the end of my time there, we went viral um with the jingle, and it ended up, you know, we had a clue on Jeopardy. 00:24:30.480 --> 00:24:35.440 Timothy Chalamet did a skit about our social virality on SNL. 00:24:35.599 --> 00:24:40.240 Like, you can't really like mic drop, that's yeah, the best you can ever hope for. 00:24:40.480 --> 00:24:41.200 And right? 00:24:41.599 --> 00:24:44.480 Yeah, and to go viral for a brand like nationwide. 00:24:44.559 --> 00:24:44.720 Yeah. 00:24:44.880 --> 00:24:47.680 I mean, that was not ex I was not expecting that. 00:24:47.839 --> 00:24:59.200 And that's where you can use your your experience to say, how can we turn something and and identify things that then can um make everything everything change? 00:24:59.519 --> 00:25:00.079 I love it. 00:25:00.400 --> 00:25:01.359 So much fun. 00:25:01.680 --> 00:25:16.400 All right, so speaking of those skills and how you've kind of moved through and collected all these skills as you go, is there like a specific time when a skill that you picked up, maybe without even knowing exactly why, that it actually ended up opening doors that maybe you never saw coming? 00:25:17.119 --> 00:25:33.839 Yeah, I think um the first part that didn't necessarily feel as in line with what I was starting to learn was probably when it became um, oh, this omni-channel marketing of I can't just think about content. 00:25:34.000 --> 00:25:43.440 It was like we're really coming up with communication strategies and then really understanding what customer journey meant and like mapping that out. 00:25:43.599 --> 00:25:54.000 Uh, that's another great thing that Nestle does, is they're very in tune with like the need states of why people buy their product and who their customer is, and like connecting all of that together. 00:25:54.240 --> 00:26:03.200 And that's where it was like, when would the email make sense and how would paid be effective in that group of people? 00:26:03.519 --> 00:26:07.279 Are there time frames and seasonality that make sense? 00:26:07.599 --> 00:26:21.599 And I think learning particularly about the consumer more was where I got really interested in how I can expand uh particularly digital tactics to appeal to the customer based on the industry I was in. 00:26:22.319 --> 00:26:22.880 I love it. 00:26:23.039 --> 00:26:23.519 That's great. 00:26:23.680 --> 00:26:25.039 I love the always learning. 00:26:25.119 --> 00:26:45.119 It feels like you've gained so much through each of your jobs and experience and just really holding on to that and not taking it for granted because I think sometimes it's easy because because something is easy for us, we often don't take note of that being again, like you were saying, that white space, that differentiator, that thing that we can do that maybe nobody else can and in the same way. 00:26:45.359 --> 00:26:46.319 Um, so I love that. 00:26:46.640 --> 00:26:56.720 One thing that has come to light with all of this is when I became a leader, people respected the fact that I had done it all. 00:26:56.880 --> 00:26:57.920 I had known it all. 00:26:58.079 --> 00:27:03.920 I didn't start leading a team of of a group that I didn't understand what they were doing. 00:27:04.319 --> 00:27:10.079 And as I gained more scope, I made sure I knew how to do those things with those people. 00:27:10.400 --> 00:27:18.400 And to this day, I can still jump in and do community engagement and management in a sprout or a sprinkler and be responding to customers one-on-one. 00:27:18.880 --> 00:27:34.000 Um, because I've just made sure that I stay focused on what all these things mean and and what they do and the importance it plays in the role of the sales and the maintaining our customer base. 00:27:34.319 --> 00:27:35.680 Yeah, that's fantastic. 00:27:35.759 --> 00:27:36.400 I love it. 00:27:36.559 --> 00:27:38.720 Well, let's get practical here for a second. 00:27:38.880 --> 00:27:44.799 You're you're leading social for you've been leading social for a multi-brand organization and raising two boys. 00:27:44.880 --> 00:27:49.839 How do you actually build upskilling into a life that is that busy? 00:27:51.200 --> 00:27:55.039 A lot of negotiating with family and my husband, honestly. 00:27:55.200 --> 00:28:02.400 Um, I I really take pride in the fact that I've always kept up to date on skill sets. 00:28:02.559 --> 00:28:12.559 Um, one of the most amazing things has been participating in organizations like the ANA, the AMA, socialmedia.org, and particularly Together Digital. 00:28:12.640 --> 00:28:17.839 There's a local component where you can just keep networking

with people who can teach you things. 00:28:18.079 --> 00:28:22.160 There's digital elements so you can use your lunch break or take a break. 00:28:22.240 --> 00:28:27.839 Um, or even when your kids are watching TV next to you, you can stream something and like keep up to date. 00:28:28.079 --> 00:28:39.359 Um now programming uh chat to give me all the highlights of the week of things that are going on in the world, um, particularly when it comes to platform changes because there's so many. 00:28:39.759 --> 00:28:42.000 Um you just have to make that time. 00:28:42.160 --> 00:28:43.519 But shortcuts are there. 00:28:43.680 --> 00:28:56.400 Um, I will be at my kids' soccer practice and you know, doing work or um, you know, making sure when they're in bed, I I've got all my extracurriculars that I've gotta keep up on. 00:28:56.559 --> 00:29:09.440 Um, but I think they see that while I can be at all the hockey games and the soccer games and jujitsu, I can still take a two-day trip to a conference. 00:29:09.680 --> 00:29:18.640 And uh I come back invigorated, I come back um excited, and they might not know what I've learned, but I think they can see my mood shift. 00:29:18.880 --> 00:29:19.759 Yeah, I love it. 00:29:19.839 --> 00:29:23.119 You're going you're being such a wonderful model for those for those boys. 00:29:23.200 --> 00:29:23.920 I love it. 00:29:24.240 --> 00:29:37.440 All right, so as a team leader, now that you're in more of that kind of a role, how do you help your own team find their white space, especially when areas like um employee advocacy where people can grow sometimes beyond their job description and feel a little stuck? 00:29:38.720 --> 00:29:46.640 I find that some people love comfort, they love what to do what they know and just keep that train going. 00:29:46.880 --> 00:29:51.839 I'm much more of a person who likes to challenge and always think about doing things differently. 00:29:52.160 --> 00:30:07.279 And since people are do have different personalities, I have done exercises with my teams like doing strengths finders or disk assessments so I can understand them better on what is going to resonate with them when I am gonna push them. 00:30:07.519 --> 00:30:12.559 So I won't treat everyone the same when it comes to keep innovating, keep changing. 00:30:12.880 --> 00:30:20.319 A lot of organizations right now are like mandating AI for certain things, and I don't think that's the way that's gonna keep someone excited. 00:30:20.480 --> 00:30:25.680 I think it's more um identifying how that they want to learn. 00:30:25.839 --> 00:30:33.039 And sometimes it's they want to take a course, and sometimes it's let's do a big brainstorm as a team and push into that. 00:30:33.359 --> 00:30:38.480 And the way I try to get them motivated is by understanding what the objective is. 00:30:38.720 --> 00:30:44.319 Like I know we need to get more reach, and what resources do we have to do that? 00:30:44.559 --> 00:30:47.279 Well, nationwide has 20,000 associates. 00:30:47.440 --> 00:30:50.559 Why not use that as an asset to our advantage? 00:30:51.200 --> 00:30:55.759 And sometimes it doesn't end up working, but other times you'd be surprised. 00:30:55.920 --> 00:31:06.079 I've gotten so many no's, particularly from legal teams or compliance, but one day it changes, and it could be because laws have shifted or FTC. 00:31:06.640 --> 00:31:16.400 But sometimes it's just their comfortability and asking it enough times and showing them the right data and the right business case that they'll finally say, you know, we can try this. 00:31:16.480 --> 00:31:18.720 And that's where it gets interesting. 00:31:19.039 --> 00:31:34.880 And, you know, some people want to push the boundary, and that's where you have to really that's where you have to really um play that up and recognize when they're doing things differently and trying to push the boundaries. 00:31:36.079 --> 00:31:36.720 I love it. 00:31:36.799 --> 00:31:44.799 That's such good advice for anyone who's leading, I think is empowering people with that opportunity to learn and grow in the areas they feel most passionate about, right? 00:31:44.880 --> 00:31:50.640 Versus like where you think they should be going is really going to be a great way to unlock that. 00:31:50.799 --> 00:31:56.799 So kind of coming at it from a their kind of perspective, their objectives versus your own makes a lot of sense. 00:31:56.960 --> 00:31:58.319 That's so that's awesome. 00:31:58.480 --> 00:31:58.720 All right. 00:31:58.799 --> 00:32:08.880 So for the listeners who do feel stuck or stalled right now, what is one exercise that they can do this week to recognize the skills and expertise that they're already pointing them to their next move? 00:32:09.759 --> 00:32:34.240 I like to do Doom Scrolling on LinkedIn of all things, and see what new roles are being posted because a lot of times the job descriptions these days are showcasing skill sets and techniques that you might not have even thought of, which always perks my interest of um, okay, they're looking for this skill in this type of role. 00:32:34.400 --> 00:32:35.599 I might not have that. 00:32:35.839 --> 00:32:49.279 So I'm gonna go out and figure out a person in my network that I can work with to understand what this is, or start figuring out if I need a class or if there are online resources so I can learn that better. 00:32:49.519 --> 00:32:52.240 And, you know, it's not like you have to be looking for a new job. 00:32:52.319 --> 00:32:53.680 It's just how do you stay relevant? 00:32:53.839 --> 00:33:03.920 And that way when you're looking at these job descriptions, it won't be such a shock later on when they've changed so vastly because of all the innovation in the space. 00:33:04.160 --> 00:33:11.119 I mean, right now, like you have to have AI as part of your gamut right now, or you're not gonna be considered. 00:33:11.279 --> 00:33:35.119 So if you're scared of it, start using it

for personal things, find a recipe, have it do a weekly look at your calendar to identify where you can optimize, make it do a workout schedule, whatever, just to like get familiar and then start using it for other things so that when you're asked with your familiarity, it's not like I don't know how to use it. 00:33:35.440 --> 00:33:36.000 I love it. 00:33:36.079 --> 00:33:37.039 That's a brilliant idea. 00:33:37.200 --> 00:33:38.160 I mean, it does remind me. 00:33:38.240 --> 00:33:40.960 I got some good advice once that was always be looking. 00:33:41.119 --> 00:33:44.720 And again, it's not about trying to like leave that job, but always be looking and knowing. 00:33:44.799 --> 00:33:47.039 Like one, you've got your network and people who know you. 00:33:47.119 --> 00:33:56.000 So if something does happen, whether it's a layoff or fire egg or reorg or you just feel stuck and you feel like it's time to move on, like you're not scrambling at the last minute. 00:33:56.160 --> 00:34:07.279 Um, but then I've never thought about that, like looking at it from the perspective of, okay, what are the skills they're asking for and where are my gaps so that I can be making sure that I'm, you know, staying ahead of the game. 00:34:07.440 --> 00:34:08.239 I think that's genius. 00:34:08.320 --> 00:34:08.639 I love it. 00:34:08.719 --> 00:34:09.360 That's a great idea. 00:34:09.440 --> 00:34:10.400 It's a good takeaway. 00:34:10.719 --> 00:34:18.880 It's also sometimes like, oh, if they're looking for that skill in this, in my role that I have today, why am I not applying it to my current position? 00:34:19.199 --> 00:34:29.440 So after you learn it, start thinking about the white space that you could identify based on just finding out that that's a skill set other roles are looking for that are similar to yours. 00:34:29.760 --> 00:34:30.320 I love it. 00:34:30.480 --> 00:34:31.440 That's so great. 00:34:31.599 --> 00:34:34.880 It's a good way to kind of find inspiration for your own professional growth. 00:34:34.960 --> 00:34:35.760 That's great. 00:34:36.000 --> 00:34:36.400 Awesome. 00:34:36.559 --> 00:34:39.519 All right, so I've got one more question before we go into the power round. 00:34:39.599 --> 00:34:42.320 I just wanted to give a nod to our awesome live listening audience. 00:34:42.400 --> 00:34:44.159 We're so glad that you're here with us today. 00:34:44.320 --> 00:34:51.119 Um, if you have any questions for Kristin that you want to ask directly, just pop it into the chat and I will be sure to get that answered for you. 00:34:51.280 --> 00:34:54.719 Um, but I'm gonna ask you this one more question and then we're gonna go into the power round. 00:34:54.880 --> 00:35:00.159 So, looking ahead, where do you see the next big white space in social media, digital marketing? 00:35:00.320 --> 00:35:05.920 And as our advisory chair, what do you hope that women in this community are positioning themselves for? 00:35:07.199 --> 00:35:24.480 I am finding

that um surprisingly, more people are looking back to wanting to be in a community, whether it's more anonymously through Reddit or Facebook groups to identify like interests. 00:35:24.639 --> 00:35:28.960 Um, but as we've always known, people prefer to hear from people. 00:35:29.199 --> 00:35:44.719 So as we think about the types of people you use in your content, the types of um tactics that you're employing in marketing, I think that's gonna be more and more relevant to show authenticity. 00:35:45.119 --> 00:35:59.199 And one thing that I have um done throughout my career, and it really hit home in Hollister, actually, um, is identify who can be spokespeople for you to bring that legitimacy to your brand. 00:35:59.840 --> 00:36:06.079 One idea that I had at Hollister was we keep using different models, but a couple of the same. 00:36:06.159 --> 00:36:11.760 Like, why don't we humanize some of these models so that they become influencers for us? 00:36:11.920 --> 00:36:16.000 They might not be an influencer already, but like let's make them into one. 00:36:16.159 --> 00:36:31.760 So I brought them to Coachella, we did a behind the scenes, and it became almost like a social/slash live um catalog of all of our items that we wanted them to wear uh in real environment. 00:36:31.920 --> 00:36:45.599 So wonderful people didn't know who they were yet, but we gave them a platform to showcase their lifestyle and what they like to do, and they felt they were they had the best time, so I knew it was authentic. 00:36:45.760 --> 00:36:52.960 You could just see the joy on their face, and they thought, oh my gosh, like this is fantastic where you get to go to Coachella with Hollister. 00:36:53.760 --> 00:37:06.400 Um and then I realized even in um the healthcare space where I am most recently, um, you know, we have amazing doctors in who know a lot and people are gonna trust them. 00:37:06.480 --> 00:37:10.719 You you watch a toothpaste commercial and it's always got a doctor talking about it. 00:37:11.039 --> 00:37:20.320 But if you have a an organization with um, you know, Aspen Dental has 1200 relocations, that's a good thousand doctors that we can pull from. 00:37:20.400 --> 00:37:33.599 And so finding the ones that are comfortable on camera in order to represent your brand because they want to be there and they they truly believe in in the platform that the brand has offered, um, I think it's just a natural way to do that. 00:37:33.679 --> 00:37:38.880 And that's everything from employee advocacy to influencer to just being in the right space. 00:37:39.119 --> 00:37:45.760 One thing I'm very proud of is we have done for clear choice dental implants, we created a Facebook group. 00:37:45.920 --> 00:37:48.000 I was adamantly against it. 00:37:48.320 --> 00:37:58.559 Um, but it's called Smile Start Here, and it was it's customers talking to customers or patients to patient, explaining their experiences, asking the questions that they have fear of. 00:37:58.719 --> 00:38:08.639 We are very involved in the community, but they know now Carolyn on my team, who is the moderator, and she has met with them live and gone to dinner with some of them. 00:38:08.960 --> 00:38:18.239 She started a program called Peer Mentors, where a person who's considering the implants can talk to somebody who's already done it and just have that one-to-one connection. 00:38:18.559 --> 00:38:19.760 It's been so successful. 00:38:19.920 --> 00:38:27.280 I've been blown away by the fact that something like that could still work these days, but it is the human connection. 00:38:27.599 --> 00:38:28.320 It is, yeah. 00:38:28.480 --> 00:38:28.960 I love it. 00:38:29.039 --> 00:38:30.400 That makes me happy because we do. 00:38:30.480 --> 00:38:34.800 We need community, we need each other, and we need connection like more than ever. 00:38:34.960 --> 00:38:37.599 So I love that that's kind of the trend. 00:38:37.840 --> 00:38:38.400 All right. 00:38:38.480 --> 00:38:43.519 Um, I didn't see any questions come through in the chat, which means they're all just listening so intently. 00:38:43.760 --> 00:38:46.480 Um, we've covered a lot of ground here today, too. 00:38:46.559 --> 00:38:47.679 This has all been so inspiring. 00:38:47.760 --> 00:38:48.639 So thank you. 00:38:48.880 --> 00:38:53.119 Um, so the rapid fire questions, what is a skill that you're learning right now? 00:38:53.519 --> 00:38:55.920 I know it's supposed to be fast, but I have three. 00:38:56.159 --> 00:38:56.880 Oh, of course. 00:38:57.039 --> 00:38:57.840 Good for it. 00:38:58.159 --> 00:38:59.440 Obviously, AI. 00:38:59.599 --> 00:39:04.639 How am I learning more about it, implementing it, using it for my personal life and work life? 00:39:04.800 --> 00:39:12.400 Um, it's it's certainly it while that's I said a different white space, obviously there's gonna be more and more in that area as well. 00:39:12.480 --> 00:39:14.719 And I want to make sure I'm on top of it. 00:39:14.960 --> 00:39:17.599 Um, also, I'm learning how to be a travel agent. 00:39:17.679 --> 00:39:22.079 Uh, I just kind of um a side hustle doing something I love. 00:39:22.239 --> 00:39:24.800 Um, I'll be focusing on Disney vacations. 00:39:24.880 --> 00:39:34.320 So I'm learning all of these new ways to help people and use something that's a passion of mine uh to just do something fun on the side. 00:39:34.480 --> 00:39:47.199 I feel like uh side gigs can really bring passion to your life in a way that maybe you can't work at the dream company, but you can still find a way to have like that adjacency. 00:39:47.599 --> 00:39:51.039 And then I'm training for a marathon in November. 00:39:51.280 --> 00:39:59.840 Uh so it's been a six years of running, but now it's really getting down to I really need to learn how to get up my endurance and accomplish that. 00:39:59.920 --> 00:40:06.320 Um, I did a Spartan race last weekend, which was a whole new ball game, a 10K with 25 obstacles.

00:40:06.559 --> 00:40:11.519 Um, and I hurled myself over six feet walls and crawled under barbed wire. 00:40:11.679 --> 00:40:20.159 Um, but like having a physical thing to keep me going, yeah, something that is stimulating me for my professional and my personal life is always important. 00:40:20.320 --> 00:40:23.039 So um I love learning and I will keep doing that. 00:40:23.280 --> 00:40:23.920 I love it. 00:40:24.079 --> 00:40:24.639 I love it. 00:40:24.719 --> 00:40:26.719 Those are all amazing, so inspiring. 00:40:26.960 --> 00:40:31.280 All right, what is one fear that you would tell 22-year-old Christy to stop worrying about? 00:40:31.760 --> 00:40:34.639 Speak up in the room, ask the questions. 00:40:34.880 --> 00:40:41.039 I was so afraid that a question would sound dumb or that I would insert myself when I wasn't appropriate. 00:40:41.119 --> 00:40:42.400 It's always appropriate. 00:40:42.559 --> 00:40:46.320 Like questions are not bad, and ideas are always good. 00:40:46.559 --> 00:40:54.000 It might not be the right time, it might not be the right audience, but um, showcasing that you have an opinion is important. 00:40:55.280 --> 00:40:55.840 I love it. 00:40:55.920 --> 00:40:58.719 All right, my last one for the power round is finish the sentence. 00:40:58.800 --> 00:41:01.679 Uh, your white space is hiding in what? 00:41:02.559 --> 00:41:04.639 My white space is hiding in. 00:41:06.960 --> 00:41:16.719 I think sometimes I limit myself to social media because I've been in it so long and I've my career started really broad and got really narrow. 00:41:17.039 --> 00:41:26.880 And so I am always challenging myself to think about what is the more omnichannel or broader marketing challenge in white space versus just social media. 00:41:27.039 --> 00:41:35.840 So I'm still looking and finding those hidden gems where I can have broader impact than just what my current scope is. 00:41:36.480 --> 00:41:37.440 That's fantastic. 00:41:37.760 --> 00:41:38.960 This has been so good, Christy. 00:41:39.119 --> 00:41:48.079 Thank you so much for being so open about your journey and for reminding us that all the the parts of our career that don't always fit so neatly in toe box are often where the biggest opportunities live. 00:41:48.239 --> 00:41:55.119 Your generosity within our community has, and then as a member, a teacher, advisory chair, it's exactly what Together Digital is all about. 00:41:55.199 --> 00:42:01.920 So it was such an honor and a privilege to get to interview you, learn more about you, and share with the rest of the world how awesome you are. 00:42:02.079 --> 00:42:04.639 Um, so thank you so much for being here today. 00:42:05.119 --> 00:42:05.760 Absolutely. 00:42:05.920 --> 00:42:10.000 As a 10-year member of Together Digital, I love this organization. 00:42:10.239 --> 00:42:22.639 And honestly, it's people like you, Amy, and hopefully other members like me that just make this a place where you can find the mentorship and the peer support that you need to keep your career going. 00:42:22.800 --> 00:42:24.159 Um, and you're not alone. 00:42:24.320 --> 00:42:27.440 We all go through these challenges, just like I said, a little bit differently. 00:42:27.840 --> 00:42:28.639 A little bit differently. 00:42:28.800 --> 00:42:29.599 I love it so much. 00:42:29.760 --> 00:42:30.880 Oh, thank you, Christy. 00:42:30.960 --> 00:42:31.519 This was so great. 00:42:31.599 --> 00:42:40.400 And then to our listeners, whether you're starting, stuck, stalled, spinning, or you're just ready to store, it just takes a few minutes this week to look into your own white space. 00:42:40.480 --> 00:42:42.719 If you want to connect with Christy, you can so on LinkedIn. 00:42:42.880 --> 00:42:46.719 Members, you can find her on Slack and keep the conversation going. 00:42:46.960 --> 00:42:51.119 Power Lounge recordings, you can find those on YouTube and wherever you stream podcasts. 00:42:51.280 --> 00:42:54.639 Make sure you subscribe to Together Digital, leave us a review if you like listening. 00:42:54.719 --> 00:42:56.079 That always helps us too. 00:42:56.159 --> 00:43:05.199 And if you're ready to learn and grow and build something alongside women like Christy, who choose to share their knowledge, power, and connections, you can again join the movement togetherindigital.com. 00:43:05.360 --> 00:43:09.039 Until then, everyone, keep asking, keep giving, and keep growing. 00:43:09.119 --> 00:43:11.119 Thank you so much, everyone, for joining us today. 00:43:11.199 --> 00:43:12.079 We appreciate you all.