Why did you get into this industry?
When I graduated college, I worked in finance and real estate. I did it because I’m pretty good at math, but it didn’t make me happy. I knew there had to be a way to take my skills in math and pull them into marketing — that mental exercise around marketing is where I always saw myself. A family friend suggested I try my hand in music and that was the “Eureka!” moment.
What did you do at Warner Music?
There was this space that nobody had gotten into yet, which was using existing artist campaigns to create future artist campaigns. We started looking at data sets about the size of the fan base and the number of albums sold; we looked at email lists and e-commerce data … We were able to create a rich canvas. I got to work with Ed Sheeran, Bruno Mars, Twenty One Pilots, a bunch of others.
How did you find your way into healthcare marketing?
I left Warner at the end of 2019 and worked on Samsung for a year at Razorfish, but that meant going from 300 different artists to one singular brand. I missed the challenge of multiple brands and playing in different spaces. So when Moon Rabbit approached me and gave me the opportunity to create a digital strategy space, I jumped at it.
Did you ever consider other professions?
I wanted to be an actress. When I was in high school, on Friday nights I went to the West Village [in New YorkCity] and acted in this small group. I worked with an acting coach for years. At some point a friend of our family who worked in film asked me if I was good at taking feedback on monologues, and I said I wasn’t. She said, “Well, you’re never gonna make it if you don’t toughen up.” I was like, yeah, this isn’t for me. I’ve gotten better about it over the years, but I didn’t want to hear it at 18.
What do people misunderstand about working in digital strategy?
That it can be a really fun creative exercise. People see the data and the creative as very separate, but they’re intertwined. The tendency to separate them is probably because some people are very good at language and design and some people are good at math. You don’t often see the intersection of those two things in one person.
What are the essential items in your workspace?
There’s a pair of AirPod Pros. There’s a picture of my sister and me when we were pregnant — our kids are two weeks apart in age. My dog’s always behind me on her dog bed. She isn’t needy during the work day, which is the only time she’s not needy. She does insane things to get my attention when my son, Archie, is around. I had to replace all his Mario Kart Hot Wheels Racers because she ate the heads off the figures one by one.
Also, I have a framed platinum record for a Metallica album I worked on, Hardwired … to Self-Destruct. We ran a program for that album and collected consumer data for a bunch of different demographics.
What are your current cultural favorites?
I love magical realism — Isabel Allende, Gabriel García Márquez. Like most people right now, I’ve gotten super into TV. I convinced my husband to watch Jack Ryan with me and it was awesome. I like to needlepoint while I’m watching.
From the March 01, 2023 Issue of MM+M - Medical Marketing and Media