In underwear, the only players at the time were Victoria’s Secret and Calvin Klein. MeUndies was doing something differently with their men’s underwear subscription. There was an opportunity to market differently. Instead of over-sexualized content and imagery, there was an opportunity to market by creating community and connection through body positivity and a new form of confidence. The electrification and digitalization of vehicles created the opportunity to be different in the loan data automotive space as well.
I work for. If a brand wants to be in the sea of sameness, I’ll pass on riding that boat.
Something else I’ve learned throughout my career no matter the company or industry: you need to provide value on social media to your ideal or current followers. And that’s not by being like everyone else. That is how I’ve been able to navigate and find success.
I’ll admit, always wanting to try something different isn’t easy and creates challenges. There’s a learning curve for every industry and I love the challenge to learn the ins and outs as quickly as possible. When I’ve changed industries I ask myself: How quickly can I understand this space, the pain points, the benefits and the value my new company offers, etc?
Social already moves fast and with technologies like artificial intelligence (AI), things are changing even quicker. What is your advice for building a sustainable career in social?
Be ready for change and embrace it. There are tools out there that will help you be more efficient. AI is one of those, in a variety of capacities.