"We will have our good and bad days - how we rebound from the bad will make us stand out."
My first job was working as maintenance staff at my high school during the summer. It was not the prettiest of jobs but it made me appreciate all the hard work that the staff at my school put in before each school year begins.
When I first began working at Wells Fargo Advisors, it was at a time when the economy was taking a massive nosedive - and I was working for a financial institution that had just acquired AG Edwards and was in the process of being acquired by Wells Fargo. It taught me that change is evitable and how important it is to utilize all resources and networks around me.
It was also a baptism by fire into advertising, where I got my hands dirty with creative, deadlines and negotiating media buys for Financial Advisors.
The rise of live streaming and digital television has become a huge cornerstone for how ratings and metrics are viewed and has given us more options for expanding reach and getting in front of audiences - it may be eliminating traditional cable. I am particularly interested to see the continued growth of eSports and live gaming in this realm. It has attracted some non-endemic brands and - with the fluctuation of live stick ball sports viewership - it will be very interesting to see how that particular industry continues to grow.
Marc Pritchard, the CMO of P&G is not afraid to speak what is on his mind and challenge those within his team and organization. He has also called out the agency industry on becoming more transparent and is actively seeking more innovative ways to measure media.
Beyond that, he runs a department for a company with many moving parts and a budget that envies most Fortune 100 companies, yet has a strategy to help trim costs going forward without sacrificing any efficiency or effectiveness. I appreciate how he takes a very multi-prong approach and relies on many sources of media to help deliver for his company through sponsorship, digital, out of home, print, TV, etc.
Adaptation and flexibility.
In the world of marketing/advertising/branding, the days of doing things one way are long gone. Marketers have to be willing to try unconventional methods at all times, tapping into different segments and categories on the fly. Planning must include multi-dimensional strategies and ways to utilize different channels. Additionally, we need to be very precise with spend and what channels we are utilizing in order to maximize ROI.
Flexibility with organizations and agencies, knowing that, in this ever-changing landscape, we will have our good and bad days. How we rebound from the bad will make us stand out.
The ones who say you can’t and you won’t, are probably the ones scared that you will.
Utilizing my marketing background in a management or director role - whether in a large brand or agency setting. My ultimate goal is to become a Chief Marketing Officer.
We asked Karina to give marketers another title to describe what they really do. Her response? Think-Tank Deep Diver.
"I’ve had many good managers that have guided me - that shared experience from a past position not only makes them great friends, but amazing mentors."