Ever wondered what people do at work? If you’re a voyeur like us, then you’ll love our series A Day in the Life where we get a real behind-the-scenes glimpse into the professional lives of CEOs, directors, business owners, and entrepreneurs we admire. From their morning routine to the rituals that set them up for success and questions such as “do you ever reach inbox zero?” because we all want to know how to streamline our lives.
“Your voice is power— speak up and don’t be afraid to show some passion.”
—Jessica Lutfy, Director Product and Brand, Dynamite
You don’t get to a director level in your career without some serious hustle and hard work but it all stems from the passion first. Jessica Lufty is definitely a result of all three. As the director of product and brand at Dynamite, she certainly has her work cut out for her but her love for the job and being able to work with “so many badass women” keeps her motivated and inspired.
To find out just exactly what a day-in-the-life of a director looks like, we tapped Lutfy to give us a glimpse from her morning routine to her greatest lessons, and productivity hacks. Grab your notepad, you’ll want to write these down.
What does an average day in your life look like?
“I wake up at 6 AM if I’m heading to spin, or 7 AM if I’m not. I prepare a cup of drip coffee and do my minimal makeup routine (most days just concealer and a tinted lip—mascara is for special days). I then check the weather app to curate my outfit for the day. Meetings start at 9:30 AM, which usually consists of assortment reviews, marketing/visual/photography/styling reviews, and strategy alignment meetings with my amazing team.
“If I didn’t make it to spin class in the morning I usually head over to the gym at the end of the day to reset the endorphins. Spinning is a major stress and energy release for me. When I get home I usually have a 15 minute (at least) conversation with my husband about what dinner should be. I like to keep it simple, while he thinks it’s an episode of Chopped. After dinner, we find some time to decompress before bed (which means Netflix of course). Lights out at 11 PM.”
Are you a night owl or a morning person? When do you do your most important work?
“I’m a bit of both, to be honest. I can work out early and get things ticked off my ‘admin’ to-do list earlier in the day, but the real magic happens in the second half of the day when the creative juices are in full force. By the end of the day, I have been stimulated by so much creativity, passion and strategic conversations that it keeps me going until my head hits the pillow.”
Being a product and brand director means you wear so many hats across different facets of the business. How do you manage your time effectively?
“It’s all about communication and alignment. I regroup with my team twice a week to make sure we are all collectively working towards the same ‘north star.’ This allows us to focus on our priorities and execute on our mandates in the most effective and creative way possible. Each department within the banner has a piece of the puzzle to set in order for the brand to come to life the way we want it to. By consistently getting together and reviewing our goals, we keep each other accountable.”
Do you ever reach inbox zero? How do you handle the constant influx of inquiries and communication entrepreneurs are so familiar with?
“Never! I need to have clear goals established at the beginning of a season along with a bulletproof process to serve as a roadmap. The truth is that you can’t do it all, so it’s about doing what will help you achieve your goals and delegate (or drop what doesn’t). When I’m feeling overwhelmed, I make myself a physical priority list and pin it in my office. Somehow the act of writing makes it more attainable.”
“When you set a goal that is fundamentally important to you, you will inherently make strategic decisions that will allow you to reach that goal.”
—Jessica Lutfy, Director Product and Brand, Dynamite
When do you go to bed? What’s your “optimal” # of sleep hours?
“8 hours—anything fewer shows!”
What’s your go-to outfit to feel confident at work and how does fashion play into your outfit choices?
“My go-to confidence outfit would be an all-black look made complete with a menswear-inspired blazer.”
What’s the most rewarding part of your day?
“Working among so many badass women then coming home to my sweet husband.”
What advice do you have for aspiring female founders?
“Your voice is power. Speak up and don’t be afraid to show some passion. Using your voice is a learned behavior that you can practice. You won’t always be right but the more you put yourself out there and make yourself uncomfortable, the more you will learn in turn.”
“The truth is that you can’t do it all, so it’s about doing what will help you achieve your goals and delegate (or drop what doesn’t).”
What are some of the biggest lessons you have learned along the way?
“People work for people. You can have the best product and the nicest workspace, but at the end of the day, you want to spend your time with real people who are passionate about what they do.”
What’s the best piece of advice you’ve been given?
“Set goals for yourself, either in your personal life or in your career. I set a financial goal for myself three years ago, and just by writing it down and planting the seed in my subconscious I was able to achieve it. When you set a goal that is fundamentally important to you, you will inherently make strategic decisions that will allow you to reach that goal.”
What are some exciting projects you’re working on this month? What are you most excited about in 2020?
“In 2020 we will be elevating our product line as well as our brand image in order to better serve our customers through iconic fashion, thought-provoking imagery, and more personal connections. I am so excited for what’s to come as we take our brand to the next level.”
To learn more about Groupe Dynamite, visit dynamiteclothing.com.
