An Interview with a Community Manager at Yelp

Lifestyle

A Yelp Community Manager Talks Remote Work And Living Alone Abroad

An Interview with a Community Manager at Yelp Image

Ever heard of this platform called Yelp? Yeah, exactly.

Most of us can't function without it—whether we use it to look up little-known vintage shops or locate an late night Thai joint when we've stayed out dancing until the wee hours. We depend on it for a well-planned social life, and we trust its star ratings more than we trust our friends (hey, someone had to say it). And don't even get us started on how much better trips to strange cities are when you have crowdsourced reviews at your fingertips.

But should your next trip land you in Cleveland, you could do worse than hit up Lauren Kotmel for some personal recommendations. She's Yelp's Cleveland community manager, which is a cool title, but you could also call her a "mayor of good taste."

Whether she's working from a local coffee shop or volunteering her time at an arts nonprofit, Lauren undoubtedly has her finger on the pulse of the city. True to form, she gave us a tour of her fair city during her photoshoot, swinging by favorite spots including Urban Orchid, SPACES Art Gallery, Beet Jar, Great Lakes Science Center, North Coast Harbor Cleveland Tea Revival, and Hingetown. Several of those spots actually opened their doors early for her. She's that dialed in.

So what's life like working remotely for one of the biggest platforms out there? Pretty great, actually. We'll let her explain.

Her Starting Point

Let's start with the basics. What's it like working and living in Cleveland?

I grew up in the suburbs of Cleveland and moved to the city after graduation. During college, I lived abroad in Germany and again domestically in Washington D.C. my senior year. Sometimes you need to leave to learn you appreciate home. Cleveland is a city where everyone is fiercely loyal, talented, resilient, and dedicated to making the city better, which is something I try to carry into my work. We’re also incredibly patient. We weren’t always the land of champions. It took us 52 years [to get] a winning sports team.

Your time in Germany was different than the run-of-the-mill, study abroad program experience. You actually worked there teaching English. How did that period impact you as a professional?

Every woman should live abroad at least once if she has the opportunity. It forced me out of my comfort zone, taught me to be independent, and opened my eyes to the world culturally. I made trips to Poland, Greece, Czech Republic, Austria, and more. I would get lost on the train all the time. My roommate became one of my dearest friends and still lives in Germany today. As a professional, there are now few things that scare me. Living in a country where you don’t speak the language will surely make you confident, but teaching high schoolers makes you even more confident. Also, grocery shopping in the pre-iPhone era when you don’t speak the language builds character. Trust.

After college, you obtained an M.A. in Nonprofit Management from John Carroll University. How did you decide to go back to school, and what drew you to the nonprofit sector?

When I was a senior in college, I was convinced I would become an attorney. Senior year, I enrolled in an immersive Washington D.C. program thinking it would be a fun send-off to undergraduate. I applied for an internship at the Smithsonian Institution in the Office of Public Affairs, even though everyone told me it was “too competitive,” and I didn’t have a shot against the Ivy Leaguers. On my first interview, I scored the position.

Under a supportive female boss, I fell in love with working in public affairs for programming across 19 museums. It was intoxicating to be in such a people-oriented, fast-paced field. I came home and immediately applied for my masters at John Carroll, then began a career working at awesome nonprofit museums and organizations like The Cleveland Museum of Art, the Rock and Roll Hall of Fame, and Downtown Cleveland Alliance.

I was drawn to the nonprofit sector for its vibrant energy and ability to constantly reinvent itself. Oh, and I realized you could have fun with your career…which no one ever told me. Why is this kept a secret? Life is too short to be boring.

What sparked your interest in Yelp? And what about working in those nonprofits and museums prepared you for your current job?

Before Yelp, all my roles required me to manage different personalities, think big, and be confident in my choices. I was also at the helm of some of the world’s most prominent global and national arts and civic organizations, and failing wasn’t an option. When I read the job description for the Yelp role, I’ll never forget seeing, “Has a fire in the belly. Walks through walls. Takes no prisoners. In a word: driven. Even when no one is watching. Especially then.” I fell in love.

As local experts, we often joke that Yelp Community Managers are the mayor of their city. Can you imagine dating when you always have a better idea of where to go and what to do? This job was calling my name. I immediately adored that Yelp was a big, passionate company but filled with love for local.

At Yelp, I get to do something that inspires me everyday: help people fall in love with Cleveland. Prior to Yelp, I worked on huge projects like Rock and Roll Hall of Fame Induction ceremonies, museum exhibit openings, research for a multi-million dollar art gallery, grantwriting to advance the city, and more. I was ready for anything.

An Interview with a Community Manager at Yelp- Her Starting Point

Her Big Break

So what does work as a Yelp community manager actually look like?

How much time do we have? I am one of the luckiest women out there. First and foremost, I connect the community and its visitors to great local businesses, meaningful organizations, and wonderful causes in Cleveland. I host free Yelp events ranging from multi-course chef’s tastings at 5-star restaurants to quirky art events at contemporary galleries and pinball parlors.

On a broader scale, I handle PR, marketing, media relations, and business outreach around Cleveland. I’m also lucky to assist on special projects, such as The Yelp Foundation (which allows me to flex my nonprofit muscles assisting Yelp’s stellar grantmaking program).

Because our headquarters are in San Francisco, I work from home. For me, every day is different, but usually includes setting up my “office” in a coffee shop (one of my favorites is hybrid café/record store Loop), climbing out of a mountain of e-mails, attending civic events or openings, dreaming up my next big event, and interacting with the Yelp community on and offline. If I’m at home, I’m binge watching something on Netflix, connecting on conference calls and scheming and creating until my fingers cramp at the keyboard.

As part of your job, you help business owners use Yelp. Do they ever get angry at you if they receive negative reviews on Yelp? More generally, how do you respond to criticism without taking it too personally?

As the go-to person in my community, I'm the local face behind the website and mobile app. I’m not involved with the review process, but when I do receive concerns, I know it comes from a good place. A business is someone’s life, and I try to put myself in his or her shoes. I’m also the first to offer to get a coffee to discuss and find a way to help or collaborate. Yelp, like most things in life, gets better when we all support each other.

Your job is social, fast-paced, and high-energy. But we all feel reserved, exhausted, or just off sometimes. When you’re having a rough day at work, how do you pump yourself up?

Hey, we’ve all been there. It’s so important to have a mentor, in or outside of your company, or maybe even both. When you work remotely for Yelp, there’s sometimes a misconception I’m eating tacos all day and writing reviews, which would be awesome, but isn’t real life. Sometimes I’m just in working and hustling digitally, forgetting I haven’t seen anyone all day. Having a mentor that I can connect with on the fly and talk things out [with] helps me push any bad energy away. And other times, it's as simple as shutting the computer for a few minutes, turning on my record player, and just taking a moment to breathe. Maybe with a glass of wine.

How do you gauge success in your career? What’s been your proudest moment in your role so far?

I take pride in the little moments of my career. Success doesn’t always have to be big and flashy. If I’ve helped a business owner have a thriving Yelp presence, a Yelper discover that great new family-owned Ethiopian spot, or collected donations for a wonderful cause through one of my events, I'm proud. When people are moved to tell their friends about something brilliant they discovered in my city, I’ve done my job well. Cleveland is bursting with character, and our businesses help weave that fabric. I’m passionate every day about lifting them up and helping them succeed.

An Interview with a Community Manager at Yelp- Her Big Break

Her Perspective

What's your best advice for women seeking to make a difference in their own communities?

I am a proud Clevelander, and Cleveland is a world-class city with unlimited potential. I love joining forces with other people with big, crazy ideas. I often hear people say, “I love this cause, but I don’t know how to get involved.” Well, pick up the phone and call!

In 2010, my friend decided that Clevelanders tend to hibernate in the winter, so she threw an intimate backyard gathering with a bonfire and some local music. Fast-forward to 2017, and Brite Winter is now a nonprofit and Cleveland’s premier outdoor winter music and art festival. In the dead of winter, we host 40,000+ people in an underutilized Cleveland neighborhood with 40+ bands across 6 indoor and outdoor stages, 40+ visual artists, food trucks, ice sculptures, and more to celebrate winter rather then tolerate it. As the Vice Chair of the festival, I’m constantly helping the organization stay innovative, free, and open to the public. If something excites you, take the leap of faith to at least try to make it happen. You owe that to yourself. You never know—you may just get a Brite Winter on your hands.

Speaking of Brite Winter, since leaving the nonprofit world, you’ve remained in the arts scene? How do you balance your passion for art with your professional life?

Volunteering gives your life purpose. Music and art are big personal passions, which is why I serve on the Selection Committee for The Cleveland International Film Festival, as Vice Chair of Brite Winter, and on several charity boards for other initiatives. The creative community here is thriving and changing all the time. We rally around each other and believe anything is possible.

In the current political climate, the arts community needs our support now more then ever. The arts is the only universal language we all speak. We need smart, ambitious people championing the cultural groups that give our communities an identity. They need to be here in 50 years for our children.

I balance my passion with my professional life by bridging the two together whenever possible. For example, i’m currently working on a large-scale marketing promotion celebrating independent cinemas, film groups, and events. I love challenging my audience all the time, integrating the arts into my work, and helping promote their programs with my resources. An art gallery, art therapy studio, or music venue has a place on Yelp just as much as a restaurant, café or bar.

Networking can be weird, but you have to do it. Given that you're such a proponent of every woman finding a mentor, how do you suggest women create professional connections without feeling awkward or fake?

I strongly feel modern networking is really misunderstood. [It's] no longer attending a career fair and asking for informational interviews. Those are important, but if it doesn’t feel organic, you’re not doing it right. You should do something every day that scares you. Volunteer for an organization you’re passionate about. Join a club or professional association. Start a blog. Have a side hustle. Take the time to build a personal website and seek out your peers. Make meaningful connections in these ways to erase the fakeness. The best conversations and networks I’ve ever made have come from being a natural part of my community and pursuing passion projects.

And finally, what’s next? What are you looking forward to in your career?

Yelp is such an exciting and young company in Silicon Valley. I'm constantly thankful that Yelp cares about me in and outside of work, gives me creative freedom to try new things, and supports my wild ideas. I’m looking forward to seeing where the wind blows me on this unusually awesome, electrifying, and motivating ride. I plan to stay open to any possibility, because after all, the wind has done me pretty well before.