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3 Marketing Strategy, Brand Management, and Advertising

In this chapter we will learn from successful professionals in the fields of marketing strategy, brand management, and advertising. We’ll hear from Brittany Keegan, Project Manager at Prismo Marketing, Powered by SeedSpark, Patrick LaVilla, Brand Manager at Rabobank, and Victoria (Tori) Wischerth, Senior Art Director at Monroe Agency.

PROJECT MANAGER AT A MARKETING AGENCY

A project manager needs to be very creative and organized and also needs to have excellent planning, leadership, and communication skills.  “A marketing project manager is a professional who handles the project management for marketing either internally or as an external agency, overseeing projects related to marketing campaigns. Marketing project managers supervise both the people working on marketing projects and the projects themselves” (Royston, 2024).

The following is an interview with a very successful Marketing Project Manager, Brittany Keegan:

Transcript: A Conversation with Brittany Keegan: Exploring the Role of a Project Manager at a Marketing Agency (2024).

Introduction: In this interview, Brittany Keegan, Project Manager at Prismo Marketing, Powered by SeedSpark, describes her career path and profession.

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Doreen Kolomechuk (Interviewer): Today I have the pleasure of speaking with Brittany Keegan who is currently a Project Manager at Prismo Marketing powered by Seedspark. She also has experience in advertising and public relations and has worked as a producer, production director, public relations director, website developer, and video editor. Welcome, Brittney! Thank you very much for meeting with me today.

Brittany Keegan: Yes, absolutely. It’s a pleasure to be here.

Doreen Kolomechuk: Oh, great! It’s really a privilege and a pleasure for me to have the opportunity to speak with you, to learn more about your career path, and to gain some insight about how people can be successful in your field. To start, please tell us a little bit about your responsibilities in your current position.

Brittany Keegan: Yes, absolutely. So, as you mentioned, I am a Project Manager for Marketing. What I end up doing is, once we get a client in for any of their digital marketing needs, such as websites or advertising campaigns, social media—I’m the person that takes it from start to finish, making sure the project stays on time, on budget, and we’re hitting the goals that we set across all of our clients.

Doreen Kolomechuk: Oh wow, so that must mean that you are working with a lot of different people to make this happen, both inside the agency and outside.

Brittany Keegan: Oh, absolutely. I am working with—I talk to my team every single day. We work with a team of currently two designers, one web developer, one of our sales, head of revenue, and then also our VP of Marketing. So, I’m talking to every single person pretty much daily to make sure that all of our projects are working the way they’re supposed to. If they have any issues, they come to me for it. If clients have any questions, they come to me for it. So, very client-facing as well as internal-facing.

Doreen Kolomechuk: Wow, so what’s a typical day like? Or is there a typical day? Is it changing all the time?

Brittany Keegan: It ebbs and flows. There are a few times where I can confidently say I know exactly what I’m doing for the next few days, but every day really does come with its own set of challenges and its own schedules. But primarily, we work from 9 to 5. So, the moment that I kind of hop on, I see what everyone’s working on for the day. I see what I’m going to be working on for the day, and I make sure that everything looks good with our team. They have enough work that they can get done for the day without feeling overwhelmed. And then, I kind of move some things around if people need it. But once I kind of take a look at everyone’s workload for the day, I then make sure that any of the client emails are answered appropriately, making sure they’re also aware of everything that’s going on with their project. And then we just kind of have our meetings throughout the day, and yes, it really just depends on the project that we’re working on during the time. But really just making sure that all the details we have for our projects are set for our team and for the client as well.

Doreen Kolomechuk: It sounds like you need to use not only a lot of communication skills but also organizational skills as well.

Brittany Keegan: Oh yes, organizational skills and time management are two things that I have to have as a Project Manager. If I can’t manage my own time, I can’t manage anyone else’s time!

Doreen Kolomechuk: Right, right. And so, how do you keep track of all the plates in the air?

Brittany Keegan: We actually have a program that we use. It’s called Wrike. It’s a project management tool. I set up everything in there, so I set our team up for success where we have all of our tasks lined out with all their due dates, how long it should take my team to work on everything. So, that’s all predetermined, you know, how much time for the tasks and everything. I put it all into this system so that it’s perfectly clear for everyone what we’re working on and very visible for everyone.

Doreen Kolomechuk: So, do you estimate the time? I mean, the system doesn’t tell you—you tell it, like, “Oh, it should take this period of time to work on this website.”

Brittany Keegan: Yes, we work with our team ahead of time to make sure that we know how long it’s going to take. So, we set it up for them. I’m the person that’s talking with them to say, “Hey, we have some of these social graphics, so we’re going to do about 10 of them. What do you think?” And they’re like, “Probably about five hours,” so we’ll make sure that’s all set. And then we kind of just spread it out over the course of their day to make sure it’s also not redundant for people to be working on it alone. But yes, it’s all about communicating with the team and making sure that we know our work and our capability.

Doreen Kolomechuk: That’s so interesting. What’s your favorite thing about the job? What do you enjoy most?

Brittany Keegan: What I really love about what I do is I just love the variety of it. I can work on a website for a client who doesn’t have a website, and seeing how excited they are, and just, you know, just once the website’s launched and just how appreciative they are of it—I love that. And then, yes, it just keeps me on my toes every day. There’s always something new that I discover or have to work on that I’ve not experienced before, so just the variety of it is always great.

Doreen Kolomechuk: Okay, great. And how about challenges? What are some of the challenges you face?

Brittany Keegan: Some of the challenges would definitely be with the time management of everything. There are certain times when, you know, not everyone is able to be—you know, a project could take longer than anticipated, and then we have to have those conversations of, “We’re sorry, we have to delay this,” or one of my co-workers could be sick for the day and they can’t work, so we have to rearrange their day and make sure that everything’s all set. I love the unknown of the work sometimes, and I love that variety, but then also, it kind of scares me, and those are some of the challenges.

Doreen Kolomechuk: Right, that’s understandable.

Brittany Keegan: But it’s really also like trying to make sure that these clients get the results that they’re looking for, depending on, you know, our work. We can only do so much on our end when it comes to marketing their work, so putting some of the items on the client as well can be a challenge because we have to wait for them to complete items before we can move forward with other items. So that’s always fun when you have to plan everything out pretty perfectly.

Doreen Kolomechuk: So yes, it’s a real balancing act, it sounds like. You have to take the client into consideration and then your team members and be able to come up with something realistic that people will really appreciate when the project is finished.

Brittany Keegan: Oh yes, because a lot of people don’t know how long it takes to develop a website. They’ll be like, “Oh, it’ll be up next week.” Uh, I don’t think so. I mean, luckily, there’s a lot of really great technology out there that we actually embrace a lot of it as well, just to kind of help us out. But people don’t see, even if you can’t see what marketing is doing, like front-facing, there’s a lot that goes into the strategy on the back end that people don’t understand as much as people who do it on a daily basis.

Doreen Kolomechuk: Right, so talk a little bit about that. What kind of technology do you use? What strategies happen behind the scenes? I know that’s a pretty broad question, but let’s just say in developing a social media campaign, what might be behind the scenes on that?

Brittany Keegan: So, if we’re doing something like that, we collaborate with the client just to see what they’re comfortable with doing. If they’re comfortable being in front of the camera, if they’re comfortable taking photos—kind of things like that. We’ll coach them through some things as well, just to make sure they’re good. Then we will create the content that we want to portray, that we want to get out there, and what we’ll end up posting as well. So, they can see that. We’ll have our designers create the graphics so that they have that all set, and then we schedule them based on when the audience—we figure out when their audience is on, at what time, and on what platform they’re trying to be on. We figure that all out for the client to make sure we’re posting when we should be, and it’s not just going to be a post that’s lost out there. We primarily use HubSpot a lot for our social media scheduling, so we just schedule it out using the tools that we have available. We try to make sure, and we monitor that to see how things are doing. We monitor all the comments or any reactions, just to make sure that we’re putting what the audience wants to see out there for the client.

Doreen Kolomechuk: Very interesting. So, what technical skills do you need in this position?

Brittany Keegan: In my current position right now, a lot of it is—there’s actually a whole project management course that you can take, and there are certifications and everything. I am actually going through the smaller version of it. PMP s what it’s called and there’s a Google version of it that I’m working on right now. I’m actually trying to get certified in that. It’s a lot of learned things, however. It’s really funny because you can have the technical editing of web development, the technical editing of graphic design, and video editing, but ultimately, it’s going to come down to what you learn during that time when you’re trying to go through and do these items. That’s where you’re going to find a lot of good value. I mean, I didn’t really know how to develop websites very much until I started working with my web developer and making sure that everything looked good, and now I’m partly doing that for my current position as well. But it’s communication skills, time management skills, organizational skills—the whole gamut.

Doreen Kolomechuk: Wow. It’s a lot. There are so many different pieces to the puzzle. It sounds like a lot you learn through experience, through actually working on different types of projects. Even in your background working in video editing and production in the past, all of those experiences add to what you bring to this role. And all of those different things, I think, enable you to bring so much to the table.

Brittany Keegan: Oh yes, I think that if I didn’t have my experiences that I’ve gone through with all the different positions I found myself in, or all the different organizations I was involved in, I don’t think I would be as successful as I am today.

Doreen Kolomechuk: So, talk a little bit about your career path—what drew you to this field?

Brittany Keegan: So, when I first started out in the marketing and advertising world, I actually wanted to be on camera. I wanted to be, you know, I wanted to be in front like, “Here I am!” Then I realized I liked the behind-the-scenes a lot better. When I got to college, I was very much like, “No, this is a lot more fun for me.” So, I ended up going for Communications with a concentration in Video Production because I just fell in love with video editing in college. That was what I wanted to do—I wanted to edit. After the on-camera wasn’t going to work out, I was like, “Well, I can make movies instead of being in them.” So, I wanted to edit TV; I wanted to edit television shows and movies.

But, being in Rochester, New York for a little while, you don’t have too many opportunities to do that. So, closer to the end of my career in college, I worked with a company—or I didn’t work with the company, but they were at job fairs. I was always making sure I gave them my new resume and they called me. They were an online video marketing company, so they were working with businesses and communities throughout the whole U.S. to really promote their community as well as any businesses in the community. So, I started doing that, and I was actually the production assistant during that time. I was scheduling our videographers to go there, I was scheduling meetings, and then I finally got the opportunity to be a producer.

I was the person meeting with the client at that time; I was the person deciding, “Alright, we’re going to do this, this, and this.” I was creating the idea behind everything, and I knew that that’s what I wanted. After that, I was like, “Okay, video editing, I love. Leave that to other people. I will organize everything; I will get it all set.” Yes, and after that, it just naturally became… once I left that position, I got into advertising for television commercials. So, I was producing those and making sure they got on air, and then it was kind of just a natural transition into project management because production, producer, and project management all share a lot of similar skills. So, that was really great that I already had the production and the producer experience. And then, suddenly, it’s like, “Oh, I’m going to now be managing not just video commercials, but also website development, social media—like, the whole digital marketing.”

So, that is kind of just how it ended up happening. It was all just very, very fluid motions—not on camera, behind the camera, then producing, and now project managing.

Doreen Kolomechuk: Thanks for clarifying that. That really makes it clearer in terms of the way in which your career progressed. What changes have you seen in the field? You know, changes in technology or in society that have had an impact in your field?

Brittany Keegan: AI alone in the past few years has been huge. We definitely utilize it to do a lot of the legwork for us. For example, if there’s a very technical piece that needs to happen or any research, we’ll be like, “Can you just gather all this information in one spot?” Then we still have to sift through it and make sure and do everything, but the introduction of AI has really, really changed things. I mean, even in the editing field, in the web development field—everything. There are all these different changes. When I was in college, I was editing in Final Cut Pro. Not many people know what that is these days because it’s not one of the programs being used as much anymore. I was also filming on video cassettes and everything.

Doreen Kolomechuk: Oh wow!

Brittany Keegan: So, it’s really funny to see that now everything’s digital. It’s such a cool thing to see how much easier it is now and how much more accessible it is for people. I mean, anyone can now just pick up a camera or their phone, take a video, and edit it down. It does take a lot more than they think, but it’s kind of nice that it’s become a field anyone can really get into.

Doreen Kolomechuk: That’s great! And considering all the changes, how do you keep up? How do you keep abreast of the changes in your field?

Brittany Keegan: I try to sign up for as many marketing newsletters as I can. So, I’m always doing research on any new things. I’m constantly getting articles from my boss as well about, “Oh, check this out.” We actually fuel off of each other when it comes to that and we just try to make sure that if we know something new is coming, we’re prepared to talk about it with our clients. In the marketing field, when AI did come out with all the ChatGPT and everything, all of our clients were asking, “Hey, can we utilize this?” And we were like, “Absolutely, we can work with you on how to properly prompt it, just so we can make sure the messaging across all your digital marketing is still the same.” So, as much research as we can, really, and as many newsletters and reference articles as we can find.

Doreen Kolomechuk: When you talk about marketing newsletters, how do you subscribe to these, or how do you figure out which ones you want to subscribe to? Are there any big forerunners in the field?

Brittany Keegan: Well, one that I actually love in particular, I just signed up for. I follow Morning Brew, which is one of my favorite newsletters, and a co-worker of mine forwarded it over to me. Then they started doing a marketing one, and it’s Marketing Brew. So, I actually signed up for that one, and it’s one of my favorites. It’s just very small, little bite-sized pieces, which is perfect for myself because I’m working throughout the day. I don’t always have time to read everything, but as long as I can get a little bit of those snippets and then further look into it, that works. When I’m looking for new newsletters, that’s what I look for: things that are going to make the biggest impact in the shortest amount of time.

Doreen Kolomechuk: Right, right. In terms of technology, let’s say—there’s so much technology going on behind the scenes. How do people keep up with that technology? You mentioned you’re taking a Google course. I don’t think that’s technology-based, right? That’s more project-management-based?

Brittany Keegan: Yes.

Doreen Kolomechuk: But people who are entering the field, how can they keep up to date? How can they make connections in the field? What would you recommend?

Brittany Keegan: Well, first, definitely networking. Biggest thing that I ever did was network. That’s how I got all my jobs. That’s how—when you start meeting people in the field—that’s how they’ll start telling you about the new things that are coming out. They’ll be the ones that are telling you, like, “Hey, check this out, check that out.” I even have old co-workers that still do that, and they’re like, “You would like this.” So, there’s always all these courses out there available for you, though. Local schools do courses for video editing, web development, anything like that, that you can always take. So, local sources are great. There’s also a lot of national items that you can take a look at. Google is one of the ones that’s actually really great because you can really find a lot on there—not just Googling things, but like the courses themselves.

Doreen Kolomechuk: Right, right.

Brittany Keegan: They make sure that they’re pretty up to date. But yes, there’s so many different… there’s so many things that you can always find out there. It’s really just about doing the research behind it and kind of seeing what you would be interested in, and then, you know, seeing what is possibly at your disposal.

Doreen Kolomechuk: Right, you really have to be, it sounds like, committed to learning—to be a lifelong learner and be kind of self-directed in terms of taking control of what you’re learning while networking and keeping in touch with people in your field.

Brittany Keegan: Yes, absolutely. That’s one of the things that you have to be, like, ready to do. You have to be just constantly learning, which is great because if you aren’t learning anything new, then it’s probably not good—not going to work, especially in this field.

Doreen Kolomechuk: Right. Yes, and your career path has really shown that. You know, you started in one place and pivoted to the next and kept building on the different skills that you were developing along the way. It’s great to have that exposure and to have that expertise behind you. Okay, before we close, are there any tips that you can offer people who are interested in pursuing this field?

Brittany Keegan: Yes, I’ve said it before, but I will say it till I’m blue in the face: networking, networking, networking. I wouldn’t have gotten my first job out of college without networking. I went to the job fairs at SUNY Brockport, and I gave them my resume, and then I got a call back, and then I ended up getting that job. And then, I actually had a college friend who introduced me to my second job and the one I’m actually currently at now. It’s kind of funny—it’s, I actually was recruited via LinkedIn. So, keeping your LinkedIn up to date and making sure that you’re visible on that platform as well. It’s an excellent tool. But talk to as many people as you can. Don’t be afraid. There are people out there who want to be a resource for you—they want to help you. So, if you just… if you’re at a conference or if you’re, you know, anywhere that is related to your field, just talk. Start talking to people and get their business cards. Follow them on LinkedIn, just making sure, because you never know what’s going to happen. I mean, that’s how I’m here now. I networked, and I made sure that I put myself in that position to find people, and I’m so happy I did.

Doreen Kolomechuk: That’s great, that’s fantastic. Do you belong to any professional associations, or what conferences do you go to?

Brittany Keegan: So right now, there’s actually a really great conference for marketing—digital marketing, in particular. It’s called Digital Summit. That’s actually one that our company is hoping to go to, and there’s a lot that happen throughout the year, but we’re hoping to go to one in March. So, we’re really excited for that one.

Doreen Kolomechuk: And interestingly enough, when I’m looking at your background, it seemed like in the college environment, you were very motivated and showed a lot of initiative. You did other activities, you worked as an intern. I saw that you actually were a production assistant for a BBC production?

Brittany Keegan: Yes, for Dancing with the Stars.

Doreen Kolomechuk: So, you knew right off the bat in college, what inspired you to get involved in all of those activities?

Brittany Keegan: I’ve always been told experience is what you need, obviously, to get into what you do. So, the best place to do that is in college. So, I just joined as many things as I could. I talked with my professors. I was a TA at one point for my professor who then actually introduced me to the person who got me the production assistant job for Dancing with the Stars. So, I was, you know, I saw the whole thing in the background. I got to see my name on TV for the production assistant, but it was all just because my college professor just knew that she could rely on me, because she was ultimately trusting that I was going to do the job that she knew I could do. She’s the one that referred me. So, if I didn’t do well, it would look bad on her. So, she trusted me with that. And, you know, it’s just really good to make sure that you take advantage of the time in college because you’re not always going to get the same opportunities later. You’re going to find that you might want to join the radio station, you might want to join the TV station, but when you’re out in the real world, you’ve got to get hired. So, they let you do it in college—not so much out here.

Doreen Kolomechuk: That’s so true. I think it’s such an important thing for college students to know and to take advantage of the opportunities that college offers them. And even as you’re saying networking—you know, talk with your professors, let them know what you’re interested in, you know, find out what they’re interested in, and it’s a two-way street, as you well know, in terms of networking, and take advantage of whatever opportunities you really have to gain that experience.

Brittany Keegan: Yes, and that’s what my motivation was. I was like, I’m going to take as much opportunity as I can in college to do this now because I probably won’t have a chance to do it later.

Doreen Kolomechuk: Really great, excellent advice. Well, I thank you so much for meeting with me today. I really appreciate it. I’ve learned a lot, and I know that other people will learn from your experience and expertise as well, so I greatly appreciate your spending the time with me today. Thank you very much.

Brittany Keegan: Yes, you’re very welcome.

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ADDITIONAL INFORMATION

Related Career Information

Related Professional Associations

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BRAND MANAGER

Working as a brand manager is a creative endeavor that involves imagination, business acumen, and strong communication skills. According to Coursera Staff, “building a brand strategy means building a unique story and experience for customers—something that connects them with a company and its products and fosters loyalty over time. Brand managers are responsible for overseeing any aspect of marketing related to a company’s brand and ensuring that all branding decisions ultimately result in stronger sales. To achieve that alignment, brand managers tend to work with multiple areas of marketing, like research, content, social, and design” (2024).
The following is an interview with a very successful Brand Manager, Patrick Lavilla:

Transcript: A Conversation with Patrick Lavilla: Exploring the Role of a Brand Manager, 2024

Introduction: In this interview, Patrick LaVilla, Brand Manager at Rabobank, describes his career path and profession.

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Doreen Kolomechuk (Interviewer): Good afternoon! Today I have the pleasure of speaking with Patrick LaVilla. Patrick is involved in brand management at Rabobank, a global financial services leader. He also moonlights as a creative director for startups. Welcome Patrick and thank you very much for speaking with me today.

Patrick LaVilla: Thanks for having me, Doreen, I appreciate it.

Doreen Kolomechuk: Well, it’s such a pleasure and a privilege to have the opportunity to speak with you to learn about your career path and to gain some insights from you about how people can be successful in your field of expertise. Currently you’re involved in brand management. Can you please describe your overarching responsibilities in that position?

Patrick LaVilla: Yes. So, Rabobank, we’re actually not that well known in North America. We’re Dutch based, we’re in the Netherlands. I would almost see it as the Starbucks of the Netherlands. You see it on every corner. We have retail banking there. What we focus on in North America are corporate businesses, large franchises and Rabobank is in a unique place where we cater in the food industry. So, most of our clients, if you go to Whole Foods, all of those brands, they are our clients.

I’m on the marketing team for the bank and what brand management looks like is divided into three parts. The first part is educating the bankers on how you can unify the look and feel of the brand so that when you put it out there in the market, everything feels polished. There is a good grasp of the brand from all the users because really with branding you have no control. What I think, there was this famous quote that that I heard somewhere where your brand is not what you tell other people, but it’s what other people say when you leave the room. So, it’s interesting to see what resonates with each audience and so I do my best to have that unified resonance. That’s the first part, the brand education, with our bankers. I also handle a lot of tools in PowerPoint. I help them with what colors, what logos to use in our slide decks, and if they need help consulting on how grids should look, I also handle that.

The second piece is working on external communications and that means our PR, our social media, and our website. I handle the creative direction for that, how the social media posts look, how can we best engage with our target market. I handle our website, which now has evolved to be so much more technical with new laws that have come in. For example, a hot topic on the website in the tech world is ADA, American Disabilities Act and in design, it translates to web content accessibility guidelines. These need to be taken seriously. There are repercussions for businesses if your website is not accessible, if they’re not ADA compliant. So, my job is to marry the creative part with the legal part and how we can make it more inclusive for as many users as we can. Honestly it makes it a better user experience for the average user. That’s what I found.

And the last piece is PR. We have our own Big Five. We call it our Big Five, so our big media targets the Wall Street Journal, Financial Times. All these are arbitrary, but I manage a PR agency to pitch our content, to pitch our knowledge. Now that we’re in, again, we’re in a unique space, where we specialize in food. We have a research arm they call it Rabo Research, and I say it’s a team of 80 analysts. These are all PhDs in their field and each of them are specialized in a sector. I say one specializes in sugar, one specializes in cows, one specializes in chickens, and they write reports either quarterly, it depends on the cadence based on how big the market is, and we use this as leverage to our clients or prospects and say, ‘”Hey bank with us because we have all this knowledge for you. We can help you forecast what will happen in your industry.” So, my role in that as a liaison to the laymen is not just from our researchers to the business to the prospects, but more from researchers to the world and how we can position ourselves as food experts in this field. My job there is to distill this complex vocabulary into something more digestible. That’s my job in a nutshell.

Doreen Kolomechuk: Those three segments, each of those segments alone is very involved. So how do you manage a typical day with all of those moving parts?

Patrick LaVilla: I have a team of seven people and most of the work really, we outsource to agencies. PR is outsourced, website is outsourced. In terms of day-to-day, I mean I’d say I use my Outlook Calendar now as a task manager. We’ve tried ASA, we’ve tried all these tools, Estrella, right? They really don’t work for the team. Somehow, it’s it ends up to be more work than a project management tool. So, for me, my personal system is, I just put in my tasks on Outlook that keeps me organized. I block my calendar. For the whole team we use a Gannt chart, an Excel spreadsheet just to map out the whole year.

Since the nature of our work is proactive. It’s not reactive where we have to fix things. It’s more of how we can innovate, how can we continually top ourselves in terms of our creative work. So, we have to map it out even in the beginning of the year. Day-to-day I’d say a big part of my job is getting buy in from executives and talking to people. I’d say in a week I probably have, oh my gosh, maybe 25 calls. A lot of meetings virtual and in-person…coffee chats. It’s all about checking in and also managing people.

Doreen Kolomechuk: Wow, again it sounds very challenging! What drew you to this area?

Patrick LaVilla: To be candid with you, I started my own branding agency. Well, I was, I think I was, at LaGuardia. Right after I graduated and then transferred to Columbia, I studied art history there for a bit. Life happened, somehow, I had to stop Colombia, but then the silver lining there was this was the startup revolution, and so I was so lucky to be surrounded with CEOs, you know like just young friends who were starting their own company. So, it was like a sandbox of just a hodge podge of this bursting energy, of just starting businesses here and there.

So, I started my own consulting firm, my marketing firm. The first three months not making any money, it was just a portfolio builder, but then I’d say after the first quarter, you know real money started pouring in. Funding for these companies just started and I felt like I was, in that time, it was such a short window of opportunity. Now that I think about it in terms of where that peaked or where that was going, I was in that golden time of really acquiring the startups. They’re mostly in fintech and so what I’ve done for them is I really started their brands. I crafted their logos. I crafted their language, their brand language and how they position themselves. Are they higher end? Are they for the mass market? And really this was all self study. YouTube, books, all of that branding information, and really talking to mentors in the field. I did that until the pandemic. I’d say 2021… and then I saw the SVB collapse coming even before it came… and money was drying up.

So, I said okay, let’s try to re-strategize how we’re going to get by, or at least how can we push forward… and I looked at pivoting to the financial industry, but I just didn’t want to jump from one collapsing industry to another. So, I really had a heart-to-heart talk with myself and said “Okay, what do people need?” People need to eat. So, I looked at banks specializing in food and agribusiness and Rabobank was one of them. That was where the pivot was, and again everything is so serendipitous. I feel like the world just thrusts you in directions and that you just need to trust it and that that’s how I really ended up here.

Doreen Kolomechuk: It’s so interesting, the way that you started in brand management on your own. What sparked that interest. What you pulled you into it?

Patrick LaVilla: Yes, I don’t know if you know my story, but when I was in LaGuardia Community College, my major was accounting and I graduated with an accounting degree but LaGuardia, that ecosystem, has really dictated my success. I can’t thank the institution enough for exposing me to what I would want to do for my career. I think LaGuardia set the foundation for how I network with the world or how I converse with success.

When I was a college assistant for President Mellow in the President’s Office, they instructed me to lead the student engagement efforts for Obama’s free tuition campaign. I think I actually presented about it in your class. That and then the Portuguese man o war. I remember those two presentations for Public Speaking. Right. I did not know that I would love design and the creative aspect of it right, the ideation part. It ignited something in me that is so profound. I feel like it gives me so much purpose and it just fuels me in ways that I can’t even explain.

Doreen Kolomechuk: So interesting! So, in that role at LaGuardia Community College, working in the President’s Office was that the first taste of media that you were involved in, in terms of a professional path?

Patrick LaVilla: That’s correct. I mean I at that point, I did not have the vocabulary to self-reflect and now looking back at it I’ve always been creative. In elementary schools, in high school, I would direct shows. I would create scrapbooks. I would create all this stuff, and this comes really from my upbringing. My dad and my mom, really, I’d say, planted that in my brain to always be creative. My dad would create furniture in the apartment. So really reflecting hard on what my parents loved, or what even my grandfathers, grandmothers, excelled in. There’s a genealogy of excellence and what we excelled in, and I just have had to leverage on that. I feel like I came from a family of creatives and so I’m just continuing that in a in a different world.

Doreen Kolomechuk: That’s really very interesting and it’s interesting too that you initially chose accounting which doesn’t seem…you know, creative. It can be creative but it’s just very interesting how you pivoted from that…although I’m sure that background was a good steppingstone for you in terms of a lot of different things that you’re doing now as well.

Patrick LaVilla: Yes, not so much. I’d say maybe the credential helped, but does it help me day-to- day? Actually no. Maybe starting a business. Yes. You know I feel like I intuitively read financial statements, I intuitively have done my taxes and I’m sure it came from my accounting background. Yes, that’s correct, that helps.

Doreen Kolomechuk: So, you touched upon working with the startups and again I’m really amazed that you just brought that to fruition, through your I guess, creativity right… through your independent thinking… and then I guess there’s a little bit of sales involved right?

Patrick LaVilla: A lot of business development, a lot of sales.

Doreen Kolomechuk: So, what skills would you say are really useful in this field and that people who are interested in entering the field should look to develop?

Patrick LaVilla: Reading people. You need to know how to look at people’s minds and what they’re thinking, while you’re even saying something, right? And once you see that, you have to be able to acknowledge what they’re thinking. For that trust to be built, you need, apart from reading people, you need to seamlessly create rapport with people, and I guess that we just jumble all of those skills together as charm. That really makes for an excellent salesperson and a big part of it again is persuasion. That persuasion part will come from literacy with human relations and psychoanalysis. I got obsessed with Freud.

Doreen Kolomechuk: Oh really!

Patrick LaVilla: Yes! So, I think when I was, again at LaGuardia, when I was in Dr Chaffee’s class for Philosophy, was a slim part of it. But this guy endured the test of time. I mean he (Freud) gave us therapy right and right now in my generation, there’s a huge therapy culture. I think the valuable aspect of it is how do you dissect human relations and for me it’s really a love for the human condition. I love talking to people. I love understanding people. I love learning what makes people tick and that, marrying my technical skill skills of design, I’d say put me forward into the world.

Doreen Kolomechuk: Very interesting. You and I are on the same wavelength. I really love to learn about people and talk with people and that makes me tick but I don’t have those technical skills that you have. So, what are those skills? What are the technical pieces?

Patrick LaVilla: A lot of these you can easily learn by yourself, Just take courses online. There’s a plethora of educational resources. I’d say start with creative strategy. I think that’s a good basic framework of getting into the marketing industry in general. Start thinking like a consultant. How can you decrease costs and increase revenues…such a famous adage in consulting. That will be your value. For me, it’s either lead generation or cutting costs…making costs more efficient. That as a marketing expert, that should be what you carry all the time, right? Decrease cost, increase revenue.

Doreen Kolomechuk: So how do you hone that skill?

Patrick LaVilla: Look at frameworks. Look at the big three consulting firms and the kinds of frameworks they use in trying to solve a problem. So, start with that, and then in terms of design, right now we have Figma. That is, I would argue, is so much better than Photoshop, and now they’re creating tools that can marry code for you that can integrate that. I’d say learn Figma. There’s a great certification, a Google UX Design Certificate. It’s a six month certificate for anyone really who’s trying to break into the UX design industry.

Doreen Kolomechuk: When I’ve done some interviews, a lot of people have recommended the Google training certifications for different technical skills. In terms of the human relations skills, I think that yes you can study Freud, but I think that it’s a skill to learn how to develop rapport and to learn how to think about the needs of the people that you’re talking with and then trying to bridge that knowledge into something that decreases costs and increases revenue. So that’s very interesting. Would you be able to talk more about some of your experiences? You talked about working at LaGuardia, what are some of the other experiences that have shaped your career path or your outlook on career development?

Patrick LaVilla: Let’s just say with the free tuition campaign, I mean they flew me to the White House back and forth, right, that traveling part. Even the extracurricular activities I’ve done at LaGuardia, with on the honors program, just presenting at Honors Conferences… made me strip that fear of public speaking… and then just connecting with people.

I love hosting people in my apartment. I love creating small focus groups. Sometimes it’s paint night, sometimes it’s a film party. I’ve thought this through, how do I integrate arts and culture into my life. I mean we’re in New York. We’re in the epicenter of arts and culture, so how can you take advantage of that. I’m a part of some chamber music societies in the city and so we have salons every month. That helps with number one business development but also again understanding people. Just I’d say, like a playground of making mistakes, right? They’re not your clients yet, or they’re not your prospects yet, but now you get to see how people would respond to you.

How can you polish your elevator pitch? That’s something so important. Sometimes I write down what I do, but it’s so hard to explain that to people and something that resonates with them in a short period as well. I mean I’d say everyone’s attention spans now have really depleted and so how can you call for that attention.

Doreen Kolomechuk: Interesting that you mentioned the attention span of people being depleted and one of the questions I wanted to ask you is… how have changes in society and technology impacted your field?

Patrick LaVilla: People can’t stop talking about AI and it’s for the better as well. For me with my social media posts when I put that out into the world, I actually use our AI. We have an AI system at the bank… incredible tool. It helps me, I’d say polish the language, I’d say much quicker. I would just prompt it to say, “Okay look at the Rabobank website, grab vocabulary from there, and then craft this into a social media post.” Done! It’s haunting but it’s here. We can’t avoid it.

Doreen Kolomechuk: You know it needs a human touch though to ask the right question.

Patrick LaVilla: That’s true, that’s true…and it just requires creativity. Even before this was a hot topic, I was already experimenting with the beta version of Chat GPT. I’m very lucky that my friends are in Google or other big tech companies, and they give me the inside scoop to this and so I was testing that out with poems. I’ve tested out iambic pentameters and different author styles to see how well this tool performs, but also how can it express the soul. I think, what I see on LinkedIn is our posts saying that AI has no soul. I don’t think so. Sometimes it can actually capture that deliberately but again it takes tweaking and it’s a conversation with AI. They call it a chat bot because if you don’t like it then you can reinforce or you can correct.

Doreen Kolomechuk: Interesting I read an article recently how one person was developing friends through AI so that they could have conversations.

Patrick LaVilla: Yes, but I would I argue we’re definitely in an evolutionary mismatch where we’re making all these smart tools, but it I think it’s disregarding what our bodies are capable of. We’re so disembodied now, and I feel like people are barely dancing anymore. I mean in my circles, we still value exercise and working out and moving around, but there are a lot of sedentary people out there just at their desks and I think that’s troubling.

Doreen Kolomechuk: Absolutely, I have to agree, and I hope there’s a greater balance in the future. What about professional associations or any kind of networking opportunities? What would you recommend for somebody who’s interested in this field? Where should they start or who should they be in touch with?

Patrick LaVilla: I’ve heard American Marketing Association is a great networking tool especially if you’re in the CUNY system. For me, I applied to Harvard Business School’s summer program. They have a Venture and Management Program, and I’d say my friends in New York came from that, so there’s definitely value in going to school for a pre-MBA or an MBA because number one, I’d say you become the expert in your own field and then these are adjacent industries that you’re catering toward. I mean there are definitely conglomerates out there where you can network with marketing peers, but I just did not find that to be rewarding for me. It felt superficial. It’s rare to for me to have connected with people from those kinds of avenues. Try arts and culture. Again, if there are hobbies that you’re highly interested in doing in New York, any hobby exists. All the niche hobbies, you can find all of that in the city. So, just finding your tribe, finding your crowd is valuable.

I have CrossFit now and that community is such a valuable community for me. Every 7 AM I go there and it’s like this intimate group that I talk to and somehow it turned out they’re also marketing executives in their field. So, I don’t go there just because I want to network. I go there because I love doing it. So, I’d say center yourself with what you love and all the great things will come.

Doreen Kolomechuk: Great advice! I agree. That’s excellent advice. You mentioned you do a lot of reading about your field and I’m sure you keep up to date through reading or speaking with people in your field. Are there any specific periodicals, or you know, reference points, that you would recommend?

Patrick LaVilla: Harvard Business Review is great for management advice or management tips, leadership advice. I was subscribed to almost like a blog but it’s a bigger one. It’s the professional Facebook of writers. Medium! That’s it. Medium has great content pieces on marketing, and again LinkedIn. LinkedIn is rich with content from marketing experts. So, I look to those three channels.

Doreen Kolomechuk: Well before we close, are there any extra tips or words of wisdom that you can offer to people who are interested in this field?

Patrick LaVilla: For marketing, follow your intuition. Data will be there for you to help you, but don’t let data dictate your next move. It’s overrated. For things to be signed, well that’s, that’s controversial, but things to be data based. I’d say if you’re a creative you definitely have to follow your intuition but then even before you follow that, you have to strengthen it as well and that only comes from failure reiteration. Failure for me was grief right, centering myself and what I really wanted to do in the world. All these things will come with time, but I’d say the most important skill that a marketing professional needs to possess is intuition.

Doreen Kolomechuk: Okay so work on your intuition and I’m kind of hearing don’t be afraid to make mistakes. Yes, don’t be afraid to make mistakes.

Patrick LaVilla: Fail faster!

Doreen Kolomechuk: Right! That’s a good way of putting it, fail faster! Well listen Patrick, I can’t thank you enough for the time that we’ve spent today. I’ve learned a lot. Thank you for sharing your expertise, your experiences, your knowledge. As I said, I’ve learned a lot and I’m sure that others that view this will learn as well, so thank you!

Patrick LaVilla: Thank you, Doreen, appreciate this!

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ADDITIONAL INFORMATION

  • Patrick LaVilla’s Employer: Rabobank: https://www.rabobank.com/
  • You can find out even more about Patrick LaVilla on LinkedIn: https://www.linkedin.com

Related Career Information

For more information about a career as a Brand Manager take a look at the following resources:

Related Professional Associations

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SENIOR ART DIRECTOR/TEAM LEADER

Working as an art director can be very creative and exciting work. “Art directors work with art and design staff in advertising agencies, public relations firms, or book, magazine, or newspaper publishing to create designs and layouts. They also work with producers and directors of theater, television, or movie productions to oversee set designs. Their work requires them to understand the design elements of projects, inspire other creative workers, and keep projects on budget and on time. Sometimes they are responsible for developing budgets and timelines” (Bureau of Labor Statistics, 2024).

The following is a video interview with a very successful Senior Art Director, Victoria (Tori) Wischerth:

Transcript: A Conversation with Victoria (Tori) Wischerth: Exploring the Role of a Modern Senior Art Director, 2024

Introduction: In this interview, Senior Art Director/Team Leader at Monroe Agency, Tori Wischerth, describes her career path and profession.

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Doreen Kolomechuk (Interviewer): Good morning. Today, I have the opportunity and the pleasure of speaking with Victoria Wischerth, aka Tori Wischerth. Tori is currently a Senior Art Director at the Monroe Agency, a prestigious advertising agency in Philadelphia, Pennsylvania. Welcome, Tori, and thank you for meeting with me today. It’s really a privilege and a pleasure to have the opportunity to speak with you today to learn about your career path and to gain some insight from you about how people can be successful in your field. To start, please tell us about your responsibilities in your current position.

Tori Wischerth: In my current position, I am actually also a Team Lead, so I manage three other team members, and we work for the Monroe Agency and our one main client. A lot of my responsibilities are to oversee all of the work that is done within the team, as well as for the client. I make sure that everything is cohesive and kind of translates between all of the different mediums that we work on, as well as doing some of my own work as well.

Doreen Kolomechuk: What kind of projects do you work on? What kind of companies do you work with?

Tori Wischerth: The main client that my team and I work on is a convenience store based out of North Jersey. We are their agency of record, so we do everything from their in-store signage to their digital ads, to their billboards, their social media, to their mobile app and their website. So really, we touch every touch point that they have advertising in.

Doreen Kolomechuk: Wow! So, as Art Director, do you have a hand in all of those different things?

Tori Wischerth: Yes, so I definitely sort of oversee everything depending on who’s working on it to make sure that when we go out with a campaign, it is cohesive between all of the different touch points. A lot of my job is overseeing the work and making sure that this teammate is doing the same thing that this teammate is doing, visually messaging all of that.

Doreen Kolomechuk: Oh, very interesting. And so, what’s a typical day like for you?

Tori Wischerth: A typical day is a big mix of meetings and sort of reviewing other creatives, as well as trying to work on some additional projects sort of outside of the day-to-day. Really, just making sure that the train is on track, and we are keeping everything moving along and afloat for the client.

Doreen Kolomechuk: How do you keep track of everything?

Tori Wischerth: Luckily, I have account managers that help me keep track of a lot of things, but I have my own list. So, I’ll have kind of an Excel sheet to let me know everything that’s going on, as well as who’s working on it and just trying to keep everything afloat. We also have a program that we work in that has the timelines and the due dates and stuff as well, which is a good resource to make sure that we’re not missing anything.

Doreen Kolomechuk: Oh, that’s great! So, is that like a customized software package?

Tori Wischerth: It’s not really customized. It’s called Workbook—very similar to like Monday.com and some of those other project management software packages that you can use for any agency. You know, we use it more for the accounting side, for billables, but we are also able to track time to it, and our timelines, and other important elements.

Tori Wischerth: Yes, very involved! Some project management, as well as designing and being an Art Director.

Doreen Kolomechuk: What’s your favorite thing about your field?

Tori Wischerth: I enjoy the creative aspect and all the different chances to work with other designers within the agency on projects. I like the collaboration. I really love my team, my agency, all my co-workers, and that really makes it just such a better experience as well. But also, every day is a little different depending on what they want and what we have to do. I mean, during COVID, we had to adapt—how do we do the creative process and what does the client need? So, it’s always a little bit different, which is kind of nice.

Doreen Kolomechuk: So that’s probably like one of the joys and the challenges at the same time.

Tori Wischerth: Yes, for sure!

Doreen Kolomechuk: Talk a little bit about the creative aspect that you’re involved in, like in terms of developing ads, or social media, or anything creative.

Tori Wischerth: Yes, of course. They’re similar but a little bit different. So, I’ll do the ads sort of first. A lot of times, our client will come to us when they’re trying to start a new campaign, which will potentially be new products that they’re launching or specific promotions that they want to go out in the field. Sometimes, they have a little bit of a thought starter of like what they kind of want to do, which is helpful, so we’re going down the right path. We’ll take that and we’ll kind of work through like what does this mean? We’ll think about the seasonality of things—so is it in the summer, the winter, and really bring that in. And then also kind of seeing what other people are doing. You know, since it is a convenience store and does have food, there are food trends, and a lot of the competitors and everybody is sort of doing similar things. So, seeing what everyone else is doing, getting inspiration, but obviously trying to make it different and better, and then kind of just working with the team to find the right lens for the clients and their branding and everything.

And then with social, similar—just kind of looking at what’s out in the world. You know, it’s a trending thing, trying to be very current with posts or memes or just whatever is going on, which is a little bit more instantaneous, versus ads which we’re creating like two months ahead.

Doreen Kolomechuk: I see. So, are you primarily dealing in the visual arts in your role, or is it a combination of many things?

Tori Wischerth: Right. It’s not just visual arts but also, it’s definitely a lot of print because we do all of their store signage, but then also a lot of digital. So, there is a very good mix between those mediums and each of those things are so different ways to handle or tell stories within them. But also, just knowing that you have to take the promotion or the campaign and sort of evolve it through those platforms because they are so different. The goals of them can also be different, and the audiences are also really different. So, we are trying to evolve all of that and make sure that the one idea and campaign can be executed across all of it.

Oh, very interesting! A lot of communication involved in that as well, I would imagine.

Tori Wischerth: A lot of communication, yes!

Doreen Kolomechuk: So, speaking of that, what skills are necessary in this field? If you were to advise someone who’s interested in getting into this, what skills would you tell them to try to develop?

Tori Wischerth: I think obviously the technical skills—you know, working in Photoshop and InDesign, so you know type treatments and layouts and stuff like that. But also, I feel like in the bigger agencies, being a creative thinker and a problem solver are also really important because it’s not going to be just pushing type around in a layout. You’re going to have to be able to think and evolve material and work with other team members throughout the agency. So, you know, obviously the hard skills and the soft skills as well.

Doreen Kolomechuk: Great! What attracted you to this field? How did you start your path to being an Art Director?

Tori Wischerth: You know, I kind of try to think about that, and I’m like, how did I get here? I mean, obviously art was always something that was very big in my family, with my mom being an artist and an art teacher. So, I kind of knew that I wanted to go into the art field, but I didn’t want to go into teaching per se. Fine arts was not my skill set. I’m not like a painter, so I definitely tried to look to see what else was out there. I took a few of those aptitude tests or whatnot, and graphic design kind of really spoke to me. It’s a little bit of designing and art, but there’s also a little bit of math because you kind of have to figure out the layouts and everything and visual balance.

Then I went to college for it and learned a lot of the technical skills, and then I started in the field. The creative world is just so different and it’s always changing, so there’s definitely a lot of fun in it.

Doreen Kolomechuk: So how do you stay up to date then, if it’s always changing? For example, probably when you were at university, social media wasn’t big at that time at all, right? Or did it even exist?

Tori Wischerth: No, like it existed, but it wasn’t nearly being used the way that it is today, especially for like companies. You know, Facebook has always been there, but that was sort of such a personal thing. Instagram definitely was getting a little bit bigger, but it was definitely more personal. But then companies started to work in it. So, you know, when I first started, our client wasn’t really doing Instagram and wasn’t posting very frequently. But within the first three years of being there, that became so much bigger.

The nice thing about graphic design and advertising is it’s kind of always around you, so you’re watching television, cable, and you’re seeing commercials. You’re watching Hulu and you’re getting ads placed to you. Social media, you’re on it. So, the one nice thing is it’s kind of naturally within your everyday. So, it’s easy to stay up to date in that regard, but also just trying to, you know, read articles or just, you know, listen to what’s out there.

Doreen Kolomechuk: So that’s interesting. So, are there any special periodicals, or special magazines, or professional associations, anything like that, that you tend to go to to keep up to date?

Tori Wischerth: Definitely don’t do it as much as I should, but you know, AIGA, which is the American Institute of Graphic Arts. There are a bunch of different chapters throughout the world which is really great. They’ll have speakers, talks, and certain things. I also like Communication Arts, which is another kind of magazine, and then Ad Week, which send emails about what’s happening in the advertising world, like a CEO is changing or, “Hey, you know, this company just did this new campaign that launched” and news like that. So those are definitely the big ones, but a lot of time it’s also just talking with your co-workers, saying, “Hey, did you see this? Did you see that? I read this,” everyone gets their news from other places, which is nice to just kind of be able to share that way as well.

Doreen Kolomechuk: That’s great to collaborate and share what you know and make that synergy between co-workers. Is there anything that stands out to you in terms of your experiences that really promoted your development in this field?`

Tori Wischerth: I mean, I think my first job, I was very timid. I didn’t really know—it was a big agency – I didn’t really know how to like to grow or like get bigger. So then when I came to Monroe, which is a smaller agency, I feel like I was able to get a lot more. I was able to just like do a lot more much quicker. It really helped me grow and I sort of just had to be a jack of all trades and do a lot of things instead of specializing, so really being able to be a jack of all trades, I think I have really grown. I’ve had some really great co-workers and a mentor in my agency who have helped bring my thinking to be a little bit different and sort of grow those skills—not only just the technical skills as well.

Doreen Kolomechuk: Very important. Yes, it’s great to have good mentors and colleagues. Yes, it makes the world of difference in terms of your development and in terms of your enjoyment of work.

Tori Wischerth: Yes, I feel like I could tell that they wanted to invest in me, so then I wanted to, you know, really show and make sure that I’m learning and I’m growing, and “What can I do to get better?” and everything like that. And that’s definitely—I mean, I started as a Junior Art Director, then an Art Director, and then a Senior Art Director, and then a Senior Art Director plus Team Lead. So, I’ve made my way kind of through and, you know, I think that shows not only my skills and my personal growth there but that they wanted to invest in me and saw the potential in me to keep allowing me to have bigger and more responsibility there.

Doreen Kolomechuk: That’s great! Yes, so it’s like a two-way street. You’re saying really, you know, you want to do your best, and they also want to pave the way to make that possible. That’s wonderful. That’s a really great opportunity. Are there any specific changes in technology or in society that you think have really impacted your work?

Tori Wischerth: Yes. I mean, I think obviously the biggest one is AI. I think it’s very interesting, trying to figure out how to use it to benefit and make the work a little bit easier, but also not to be scared of using it, that it’s going to like, you know, quote unquote, ‘take over like our jobs.’ You know, some people are like, “Oh, I can just do that on AI myself,” and the response is, “But you still need the vision. You still need to be able to think through it.” So, those are definitely the skills for the people coming into the field that I think are really important because even having all these tools at your fingertips, you need to be able to think through what you want, what is the concept, and things like that. And that’s something that AI can’t ever take away from a person or from society.

So, I think AI definitely is the big one that’s changed, but I think also due to social media, attention spans have changed. So, being able to get things a lot quicker and punchier where, you know, old commercials would be 30 seconds to a minute, but now you have six seconds to get someone’s attention. You have to just completely change how you’re going to deliver something. So those are probably the two big ones that I could think of off the top of my head.

Doreen Kolomechuk: Yes, wow! Those are big changes. I have to agree—AI being one and the attention span being another. Both are really significant changes in our society right now and in the way we do our work.

Before we close, are there any special tips that you might give someone, any special notes or ideas that you have that would help somebody to make their way in this field? What would you suggest?

Tori Wischerth: I think always wanting to learn, since the field is everchanging. You can’t just sort of settle on like, “Oh, I know this.” You always have to continue learning and growing, not only within the programs themselves, but in society since it is such an outward-facing field, it’s important to know what people are doing. You need to know what all the different generations are doing and really be tapped into that so that when you are working for a client or an agency, you are very aware of that audience.

I think even more nowadays, audiences are changing drastically. So really being able to understand that and different generations is super important. And just, you know, always just take everything in that’s around you. Get inspiration from everywhere. It can be architecture, it can be TV, it can be interior design. Wherever it is, take that inspiration and bring it into your work because that will make it even better.

Doreen Kolomechuk: Excellent! Well, I can’t thank you enough for the time that you’ve spent with me today. I really appreciate it. I’ve learned a lot from you, and I know that other people will learn a lot from your experience and expertise. So, thank you very much, Tori. I really appreciate it, and I wish you well in all of your endeavors.

Tori Wischerth: Thank you so much!

ADDITIONAL INFORMATION

Related Career Information

For more information about a career as an Art Director take a look at the following resources:

Related Professional Associations

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Discovering Careers In Communications and Media Copyright © 2024 by Doreen Kolomechuk is licensed under a Creative Commons Attribution-NonCommercial-NoDerivatives 4.0 International License, except where otherwise noted.

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