I started 2015 with one goal-  to be able to do what I love from anywhere that has a Wi-Fi connection. Which is impossible when you have to go to an office five days a week. I knew it was time to embark on a new adventure. Enter Pursuit Digital. Pursuit Digital works with brands to build their digital presence, everything from social media marketing and content creation to SEM and email strategy. Our core competency is social media, however we provide other offerings to help companies create a 360 degree marketing plan. I rely heavily on what I've learned from my previous work at REVOLVE and HauteLook. My advice is to always keep your ears open and absorb what’s going on around you, even if it’s not directly related to your current position.

Every day is different, but I’m trying to create a more set schedule. Initially it was exciting to meet up with people for lunch and attend networking happy hours but I found myself driving from Venice to West Hollywood to downtown Los Angeles in one day and wasting time sitting in traffic. Now, I pick one or two days a week to be on the go and try to spend the rest of the days at my home office.  

I sit down every day at 9:00 AM and dive into my to-do list. When it’s a “work at home day ” I may not go outside until 4:00 or 5:00 PM. Let’s just say I work in my pj’s a lot and UberEats has been a lifesaver for #hangry. It can get lonely as I don’t have my team with me five days a week.  

When it’s an "out and about day," I typically schedule lunch meetings at places that have great food and Wi-Fi so I can stay and work for a couple of hours. On the west side of Los Angeles, I love Zinque and Superba! Being on the go means I'm a slave to Wi-Fi, which can be extremely frustrating. Starbucks is my go-to for a work friendly spot and I’ve also been exploring a lot of great cafes around LA. #pursuingcafes as I call it.  

Since I have a home office, there’s no distinction between work and home life which can definitely creep up on me. I work weird hours but I try to stay off my computer and email every Saturday and Sunday to take a break and play!

It’s crazy to reflect on how things have evolved but the growth has been really organic. (See a lot about the earlier part of my career transition here) The biggest constant, post CPA life, is that I’ve worked in fashion e-commerce for the past six years and changed roles within that industry. My advice for anyone looking to make a big move or change career trajectories is find that constant and get your foot in the door. Then make your move to the position you want. It may take a few years, but it will happen!

Instagram didn’t exist when I took over HauteLook’s social media. Can you imagine a world without Instagram?! Or Snapchat? You’re probably thinking - “Yes, I was so much more productive!” Hah! Social media managers and brands must be on their toes. As new platforms pop up, marketing strategies have to be refocused.

One of the biggest things in social media today is influencers. Social media stars with huge followings are bringing in millions of dollars a year in sponsored posts. Brands are allocating budgets for influencer programs. It’s a new line item on the budget that didn’t exist five or six years ago. This intrigues me from both the brand and influencer perspective. 

Overall, I feel people want a rawer, intimate connection. They want authentic content. It’s why Snapchat has taken off. Anyone can throw a filter on an Instagram image and add a witty caption portraying any superficial life they want, but with Snapchat you can only edit it so much… it’s more authentic. I’m not sure what the next social platform will be, but there's an evolving need for more meaningful connections.

I fended off inquiries for social media consulting for a long time while I was juggling my blog and full-time job. Doing something on my own was the natural next step. I needed the flexibility to work on my blog, but also continue my marketing career on the brand and company side of digital marketing. It’s a scary thing to go out on your own but I remember someone saying to me “you’ll just know!” and it’s true…you just know!

Before I left my full-time job, I secured a few clients so that there was never a time when money wasn’t coming in. We now have three clients that keep us very busy: Azalea, The Stylist LA, and Agent18. The biggest challenge ironically is juggling clients and my blog. Although working for myself is rewarding and totally worth it! My biggest triumph is that I’ve traveled more this year than I’ve ever have for both work and pleasure (sticking to that goal - yay!).

Communication is key. It’s been said over and over again, but it’s true. I’m still working at it. I hate confrontation and I sometimes have trouble giving constructive criticism. However, constructive criticism is part of being a good manager and direct reports who want to learn and improve should be receptive of it.

I look for employees who are willing to learn and try anything, have good attitudes, and are team players. Especially now I’m running a small business, there is no task too small or too big for myself or anyone on my team. Those may seem obvious but you’d be surprised how many people might not fit the bill.

When I graduated college everyone told me “you need to find a mentor.” I kept thinking how do you just find a mentor? It took a few years but I found one in a previous colleague at HauteLook. He’s insanely smart and very intuitive. He’s been such a support for me and pushes me to take the next step. The second we met he was asking, “What’s next?” which has been his best advice. Never get comfortable and always think about how you can try harder and be better.

The biggest misconception is digital marketing teams can work in silos or that a company only needs one part of the whole digital marketing structure to be successful (i.e. email team and nothing else). This is a big no-no. There are plenty of case studies and reports on this topic but it’s still a commonality I find with a lot of companies. It’s about the 360 approach. There are so many customer touch points from your website, email, social media, and inbox experience to PR and events. If you’re not firing on all cylinders you’ll never see success and growth.

I would’ve been better at keeping certain business connections. Whether you’re a new grad or tenured in the industry, it’s important to put work into growing and maintaining relationships. When I was younger, especially at Deloitte, I just wanted so badly be done with the job and move on that I didn’t do my part in keeping those connections.

Having fun! The last six months or so have sort of felt like vacation, but I’ve worked harder than I have in a long time (maybe since studying for the CPA?!). I said to my boyfriend the other day, “I think I’ve finally figured out that Find what you love and never work a day in your life thing!”

What’s next for me? Growing Pursuit Digital as well as continuing to grow Pursuit of Shoes. Honestly, the goal right now is staying on the cusp of this whole digital world and disconnecting enough to live in the moment. It may seem like an oxymoron but I’m convinced it’s possible.