Meet the Woman Whose Job Affects the Way 2.5 Billion People Communicate on a Daily Basis

How many times have you peered voyeuristically into the lives of people you admire via social media and wondered what it must be like to do their job? We’ve all been down that research rabbit hole on our quest to create and cultivate the career of our dreams, but often we’re still left pondering the realities of their day-to-day—so, what is it really like? In our editorial series I Want Your Job, we uncover the truth by getting into the nitty-gritty details about what it’s actually like to work in your quote-unquote “dream job” and if the reality stacks up to the expectation. 

Photo: Courtesy of Jennifer Daniel

To say Jennifer Daniel’s work affects a lot of people is an understatement. As the creative director for Android and Google emoji, she designs the emoji anyone who uses an Android device can choose from to express themselves—which is over 2.5 billion people. (Yes, that’s billion with a “b.”) And she doesn’t take that influencer lightly. “I see my responsibility working on emoji to have a lot of parallels with how dictionaries operate,” says Daniel. “Like lexicographers, we’re not looking to invent or create new concepts. Instead, we look at the world—both forward and backward and observe how people communicate,” she explains. “Language is fluid, but if we see patterns or trends that aren’t transient and seem to have stuck, we formally recognize it by emojifying it.”

Recently, Create & Cultivate caught up with Daniel to talk about her impressive career, including what a typical workday looks like for the creative director, which (spoiler alert) doesn’t exist. (“Before this chat, I just got off the phone with a doctor in Cambridge to vet the heart and lung emoji to make sure they’re anatomically correct,” she tells us.) And though her days may not be “typical,” Daniel wouldn’t have it any other way. “I need a job that keeps me on my toes,” she says. “If I’ve gotten to the point where I'm not learning new things, it might be time to find a new job.” Ahead, she also fills us in on getting her start, working her way up from entry-level designer to graphics editor at The New York Times, and why her peers are her greatest professional influences.

How did you get your foot in the door in the tech industry and land where you are today as the creative director for Google's emoji program?

In high school, I was torn between going to a big university to become a lawyer and going to art school. In the end, I ended up at Maryland Institute College of Art (MICA) which was basically four years of summer camp. It was there that I learned that graphic design was something other than adding lens flares to compositions in Photoshop. After graduation, I spent ten years on and off at The New York Times, originally starting as a designer and working my way up to a graphics editor. I never ever thought I would leave New York but when my partner got a job offer on the West Coast, I suddenly found myself in ‘Frisco. After a rant about the design scene in San Francisco went viral, I heard from Google. 

What did you study in school? How has that prepared you for your job now? 

I ended up studying graphic design, which was something I wasn’t familiar with before MICA. In middle school, they pass out these occupational surveys, I’m not sure how common they are now, but when I turned it in, the recommendation was to become a parole officer. It wasn’t until I was in college that I was introduced to the notion of specialties beyond what is described in Busy Town. My sophomore year at MICA I met Nicholas Blechman (the current creative director of The New Yorker, and previously an art director at The New York Times) who was a guest teacher. He taught a class called “Polemic Image” and lectured about the history of political art and illustration and I was like, “Ohhhhhhh, you can do graphic design and illustration at the same time?" And, you could make it newsy? That’s a job?” At our midterm review, he looked at my portfolio and took out a poster, and asked if he could have it. And I sassily replied something like he could have it if I could follow him to New York and be his intern. One of the best summers of my life living in my grandmother’s attic in Flushing and commuting to Chinatown every day.

Did you intern before landing your first “real” job? If so, where, and how did that prepare you? Would you recommend it to others coming up behind you?

I interned with Christoph Nieman and Nicholas Blechman for a number of years. After I graduated, Nicholas took a job at The New York Times and asked if I would join him as his assistant. This ultimately turned into my career as I know it. 

"In the industries I work in, there’s a lack of women in what my friends and I call the 'just-ahead-of-me group.' So, I’d say my peers are the strongest influences in my life."

—Jennifer Daniel, Creative Director for Android and Google Emoji

What does your day-to-day look like as the creative director for Google's emoji program? Does the reality of the job stack up to your expectations?

The process of creating emoji—from idea to when they land on your phone—takes a couple of years so there’s no day-to-day routine. My days change depending on where we are in the process. Are we in the strategy phase? The proposal reviews? The design? The research? I guess one thing every day has in common is how I am routinely surprised. This is something really important to me. Perhaps because I worked in a newsroom and every day was truly different, but I need a job that keeps me on my toes. I hope everyone has some equivalent of learning something new in their occupation. If I’ve gotten to the point where I'm not learning new things, it might be time to find a new job. 

When I first started working on emoji, I thought, “Are any of these adding anything of value to how we communicate digitally?” And as I got more involved in the emoji sub-committee and started reading proposals, I realized that each proposal is coming from someone who looked at their keyboard and couldn’t find a way to articulate something that normally comes naturally to them. That is deeply primal—the desire to be seen and heard and recognized and understood—and that has changed my perspective. The more I learn how people use emoji has also changed what I prioritize and how I look at things. 

You have what many would consider a dream job. What are some of the common misconceptions people get wrong about your role? Why?

People may assume Google gets to choose the emoji that are encoded, but in truth, that’s up to an independent non-profit standards body called the Unicode Consortium. As a member, I’m on the sub-committee that is responsible for emoji. It’s truly collaborative. Another part of my job that surprises most folks is how much time I spend talking to experts to make sure that the emoji are authentic. Before this chat, I just got off the phone with a doctor in Cambridge to vet the heart and lung emoji to make sure it’s anatomically correct. 

Your job affects the way people on over 2.5 billion devices communicate on a daily basis. That’s a staggering number—How do you view the responsibility that comes with Google’s wide reach? What initiative/project within Google’s emoji program are you most proud of?

I see my responsibility working on emoji to have a lot of parallels with how dictionaries operate. Like lexicographers, we’re not looking to invent or create new concepts. Instead, we look at the world—both forward and backward and observe how people communicate. Language is fluid, but if we see patterns or trends that aren’t transient and seem to have stuck, we formally recognize it by emojifying it.

What advice would you give to young professionals trying to break into your industry? How hard is it? What key traits and characteristics does it take to work in your industry?

Just be you. As women, we’re told over and over again to lean in, but that frequently puts us in positions that are structurally unsuited and hostile. This touches on every part of the job, even seemingly trivial things like tone in emails. Research has shown that women don’t use emoji professionally or aren’t friendly in emails, because they’re taken less seriously if they do. I understand and also reject it. Our humanity is essential to effective communication. Don't use enough emoji and you're seen as hostile. Use too many and you're seen as unprofessional. It's a lose-lose. So, forget it. Just be yourself.

Photo: Courtesy of Jennifer Daniel

Can you share one woman who paved the way for you to be where you are today? How are you paying it forward and helping other women who are coming up behind you? 

In the industries I work in, there’s a lack of women in what my friends and I call the “just-ahead-of-me group.” So, I’d say my peers are the strongest influences in my life. The artists, writers, and designers I’ve met along the way are incredibly motivating and inspiring. And, for those moments where things feel highly discouraging, well, I hope everyone has friends who pump them up like mine do because it rules.

What’s the hardest decision you’ve ever had to make? And how did you turn it into an opportunity?

For me, that was moving to San Francisco. I thought that I was going to stay in New York and I still miss it. I left a place I truly never thought I would leave. But, I guess that’s the point. Just when I think I know the answer to something, I probably don’t. Trying new things isn’t scary to me. Nothing is permanent. And, if ‘Frisco doesn’t work out I can always move back. 

What books do you recommend people read to get a foot in the door in your industry?

Throw out all your UX books. For me, I gravitated towards linguistics and science and social sciences. Those are the sections of bookstores that I go to. If you really want one book recommendation, go pick up “Because Internet” by Gretchen McCulloch is a must-read if you are interested in internet linguistics. 

What podcasts do you recommend people listen to?

I listen to about a hundred podcasts. I am the kind of person who listens and absorbs as much as possible. A few of my favorites: “Infinite Monkey Cage,” “Getting Curious,” and “The Daily.” 

What’s one thing you wish you’d known when you were first starting out? 

That I know nothing. I am a completely different person than I was ten years ago, and ten years before that. We are constantly reinventing ourselves and learning.

What is your best work hack or productivity tip? How do you get it all done?

I create clear boundaries. When I go home, I don’t open my computer unless I’m watching a movie. I do think about work. I might listen to a podcast as I go to sleep and think about how that applies to what I’m working on. But generally, I don’t work at home. I wake up very early, around 5 am, walk the dog, and ok I admit I do respond to emails but I’m a morning person so I like to get a lot done in the morning. Setting boundaries between my work and personal life helps me be my best self in both places and is something I would recommend trying. 

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How Bertha González Nieves Grabbed a Seat at the Table (and a Glass) to Became the First Female Master of Tequila

How many times have you peered voyeuristically into the lives of people you admire via social media and wondered what it must be like to do their job? We’ve all been down that research rabbit hole on our quest to create and cultivate the career of our dreams, but often we’re still left pondering the realities of their day-to-day—so, what is it really like? In this series, I Want Your Job we uncover the truth by getting into the nitty-gritty details about what it’s actually like to work in your quote-unquote “dream job” and if the reality stacks up to the expectation.

Photo: Ball & Albanese

Bertha González Nieves fell in love with tequila almost immediately. Two days into a three-day trip to Tequila, Jalisco, the heart of Mexico’s tequila industry, she already knew she wanted to pursue a career that involved working with the history-rich, blue agave-derived spirit. In fact, she even went so far as to call up her parents to tell them that she’d discovered what she’d wanted to do for a living.

She landed a dream job at Grupo Cuervo, the oldest tequila producer in the world, but after 10 years, she decided to take a risk and launch her own small-batch premium tequila brand, Casa Dragones in 2009. Fast-forward 11 years, and her passion hasn’t wavered. “I have such passion for tequila and Mexico that it’s an honor for me to be part of an industry that contributes to the cultural relevance of Mexico internationally,“ she tells Create & Cultivate. But being at the helm of an independent, small-batch, tequila producer hasn’t been easy.

Ahead, González Nieves explains how she grabbed a seat at the table to become the first female master of tequila, how she’s paying it forward to other women coming up in the industry, and how she’s pivoting the company in the wake of COVID-19.

On getting her foot in the door in the tequila industry…

I fell in love with the tequila category when I was 22 years old and was selected by the Japanese government to represent Mexico in a global program in Japan.

As part of my training, I traveled extensively throughout Mexico, learning about the country’s economy and various industries in order to represent Mexico as a young ambassador to Japan. My travels included a three-day visit to Tequila, Jalisco, and after the second day, I called my parents and told them that I had found what I wanted to do. I wanted to work in the tequila industry.

After university, I worked for Booz Allen & Hamilton in the marketing intensive group doing consulting for top global packaged goods companies and then received a master’s degree from Northwestern University.  Once I graduated, tequila was on mind and in my heart, so I went knocking on the doors of the tequila industry. 

I worked for the Beckman family from Grupo Cuervo for 10 years, the oldest tequila producer and an eleventh generation-run company. I fell in love with everything about the tequila production process and its connection to the culture and history of Mexico. While there, I had key roles both in Mexico and globally, but at some point, I realized the brand would never truly be my own. 

I’m an entrepreneur at heart (and actually, I come from a family of entrepreneurs, so it’s in my blood!), so I knew I’d never be fully satisfied until I had my own company, which eventually inspired me to start Casa Dragones.

Photo: Courtesy of Bertha González Nieves

On laying the groundwork for starting her own company…

I earned a bachelor’s degree in business administration from Universidad Anáhuac in Mexico City and a master of science degree in integrated marketing communications from Northwestern. I’ve also had the opportunity to take executive courses at Harvard Business School, Wharton Business School, Columbia Business School, and other top schools. I would say that while much of my studies helped me prepare for the business world, nothing has been as valuable as actually working in the industry itself. Taking the time to become an expert in the tequila industry is what has set me and the company apart. 

On pursuing entrepreneurial ventures from a young age…

Since my teenage years, I’ve been creating and participating in small entrepreneurial ventures like creating a holiday card business in Mexico City, co-producing a film, and working for Mexico City’s top magazine. I also worked throughout my university years in Mexico City, all jobs that weren’t related to tequila. These combined experiences were an important part of my preparation to become an entrepreneur and enabled me to be able to recognize my passion for the tequila industry. For the generations that are coming up, it’s important that you are curious because finding your passion and purpose will enable you to have the focus to discover your potential. 

On becoming the first-ever Maestra Tequilera…

A Maestra Tequilera or Maestro Tequilero are the lead people in charge of the production of tequilas in a tequila company. He or she is the person within a production house that is in charge of defining the brand’s unique formula. I’ve been aware of how male-dominated the tequila industry is from the beginning, but I’ve always focused on my ability and my passion instead of my gender. 

I am part of the founding professors that started with the Program of Tecnico Tequilero in the Universidad de Guadalajara that now is a master’s program. It’s important to give back to the tequila’s appellation of origin and make sure that the next generations can have more academic programs so they can take the category further.  

I want to help break down barriers and provide a path for other women who are interested in the spirits industry. Women in Hospitality and Women of The Vine & Spirits are important organizations that I’m a part of that empower women in the industry through networking and events. More than half of the Casa Dragones team is made up of women, so this is very important to me.

On being at the helm of her own company…

No day is the same in my role as CEO, which is part of why I love the job. Building a company from scratch you realize very quickly that the only constant is change. I divide my time between Tequila, Jalisco, Mexico City, and New York plus all of the work travel with my team across both the U.S. and Mexican markets and travel for events with wholesalers and customers. Between January and March, for example, I traveled every week at least once, maybe even multiple times a week. Last week, I was in tequila bottling the first batch of a new style we are bringing to market this year, and today I’m in New York, soon to be flying out to Las Vegas. I know now why they say, “running a company.” Running is a verb for a reason—you’re on the run on a permanent basis.

Photo: Courtesy of Bertha González Nieves

On taking the highs and lows of entrepreneurship in stride…

Being an entrepreneur and building a venture is a journey where the highs are high and the lows are very low. It can be glamorous at times, but mostly you need to roll up your sleeves and accept that you are making difficult decisions every day. You have to have thick skin and be quick on your feet to think critically about each decision you make. 

On advice for professionals trying to break into the industry…

My best advice is to make sure you have a full understanding of the category, a clear route on how to bring products into the marketplace, and have a unique selling proposition. Surround yourself with the best and most professional mentors you can find and also secure smart capital. Make sure there’s a long-term view because building a venture is not a 5k, it’s a marathon. Perseverance, dedication, passion, and knowledge are the key ingredients to finding success in any industry. 

On pivoting in the wake of COVID-19…

As a small-batch producer, we felt the impact of COVID-19 immediately. With bars, restaurants, hotels, nightclubs all closed, we lost a large share of business overnight and had to pivot quickly. It was important for us to stay connected and support our restaurant and bar community, so we started donating a portion of our online sales to the United States Bartenders’ Guild and the James Beard Foundation Open for Good campaign.

We also developed a “Cocktails at Home” program with out-of-work bartenders in the U.S., Mexico, and London, directly supporting them with small grants in exchange for original cocktail content online. One of my favorite initiatives to date has been providing sustainable 375ml Blanco glass bottles for our restaurant partners, such as ATLA, Lola Taverna, and Moby’s to use for their to-go cocktail programs.

In June, we introduced our latest sipping tequila, Casa Dragones Barrel Blend, in Mexico and the U.S., so we’re constantly pivoting and finding new opportunities to engage our loyal customers with extraordinary experiences. As entrepreneurs, change is the only constant.  We need to look at every challenge as an opportunity to grow, change, and innovate.  

Photo: Courtesy of Bertha González Nieves

On the Casa Dragones project she’s most proud of…

Since we started our company, we’ve had the opportunity to work with some of the most talented artists, chefs, and mixologists in the world. Reflecting back, these collaborations—from special art edition bottles to special pairing dinners to mixology jamming sessions—have been some of the most rewarding for me in my career. In  November 2019, we celebrated our ten-year anniversary over Day of the Dead weekend in San Miguel de Allende, Mexico, which is Casa Dragones’ spiritual home. We invited everyone who supported us over the years to celebrate this incredible milestone with us. 

Our chef friends Enrique Olvera (Cosme, ATLA, Pujol), Daniela Soto-Innes (Cosme, ATLA), Elena Reygadas (Rosetta, La Panadería, Café NiN), Blaine Wetzel (The Willows Inn), and Donnie Masterton (The Restaurant) created a 100% plant-based dinner for over 360 of our closest friends and partners in the oldest operating bullfighting ring in Latin America. It was a magical celebration, showcasing our journey of craftsmanship, and our commitment to creating exceptional tequila and exceptional experiences. If we hadn’t remained committed to this ideal, we wouldn’t be where we are today.

On getting the most out of every workday…

Productivity is like being on a diet. Sometimes you’re productive and some days you don’t meet your expectations. It takes discipline to deliver at your highest level of productivity on a constant basis and keeping the balance between work and personal is essential to achieving this. Some distance between the two helps give clarity on what your priorities should be. With all of my travel, I have become very efficient at working on planes and figuring out how to be productive even when I’m not in the office.

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Domino's Digital Content Director Says Nothing Beats On-the-Job Experience

How many times have you peered voyeuristically into the lives of people you admire via social media, video, or published interviews and wondered what it must be like to do their job? We’ve all been down that research rabbit hole on our quest to create and cultivate the career of our dreams, but often we’re still left pondering about the realities of their day-to-day—so, what is it really like? Well, in this series, I Want Your Job we uncover the truth by getting down to the nitty-gritty on what it’s actually like to work in your quote-unquote “dream job” and if the reality stacks up to the expectation. Up next, Sophie Miura, Digital Content Director at Domino.

“Give yourself time to test and learn before you specialize—it might feel like lost time, but it’ll be worth it in the long run.”

—Sophie Miura, Digital Content Director at Domino.

Photo: Sean Litchfield

When it comes to your career trajectory, there really is no clear path anymore (or a gold watch at the end!). Today, it’s fraught with twists and turns, ups and downs, curves, and sideway maneuvers but that’s what makes it so exciting. Sure, there are challenges along the way, even a few mistakes, and wrong turns, but ultimately, we all land where we’re meant to be. And oftentimes, it’s in a position you never expected to be in either.

This was the case for Sophie Miura. While she had a passion for media, she was unsure of which area to pursue, so she tried them all—from radio to broadcast, print and digital—until she found the one she really loved: magazine publishing. But breaking in and landing a job in the very competitive world of magazines wasn’t easy.

Read on to learn how Miura interned her way to the Digital Content Director at Domino (where she has helped to launch compelling new series, such as New Voices, that spotlight and celebrate women who are shaping the design world), the lessons she’s learned along the way, and why she believes in the importance of on-the-job experience.

I Interned Everywhere to Get My Foot in the Door

As soon as I finished high school, I started interning and worked at almost every type of media outlet, from broadcast radio to television, until I found one I really loved: magazine publishing. When I wasn’t studying media and communications at university, I was interning at Hearst, and, after three months of fetching coffee, organizing the fashion closet, and sourcing rare purebred dogs for a cover shoot (yes, really), I scored a full-time offer as the assistant to the editor in chief—I was ecstatic! 

I spent four years working my way up, from picture and production editor to health and features writer. Then, the magazine closed. I was devastated, but ultimately, there was a silver lining: I was invited to join the launch team of Elle Australia. It was a crazy experience, and I learned to be incredibly resourceful and do whatever I could to just get the job done. By age 25, though, I was totally burnt out. I took a giant leap and quit my job, bought a one-way ticket to Bangkok, and spent five months backpacking without a plan. It was so liberating after spending my early twenties working so hard. 

I was so worried that it would halt my career but it actually did the opposite. I knew two things by the time I finished traveling: that I wanted to live overseas and that I loved writing about travel. I reached out to every person I knew in publishing, sent a lot of cold emails, and after a lot of hustling, landed a job as a lifestyle editor at MyDomaine in New York. It was a whirlwind. I traveled to far-flung destinations like the Arctic Circle and Bora Bora to write about new hotels and airlines as I cut my teeth as a digital editor.  

All in all, I must have done at least six internships before landing a full-time role. It was the best way to figure out what kind of career I actually wanted. Certain media roles sound impressive but are completely different in reality. Interning helped me to fast-track that learning experience and really zero-in on what I wanted to do. 

On-the-Job Experience Often Trumps a Degree

I have a Bachelor of Arts in media and communications. It was a great entry course but the best experience I had was on the job. If I hadn’t consistently interned while studying, I don’t know where I’d be.  

I Set an Agenda Each Morning and Prioritize Tasks

I’m the digital content director at Domino, which means that I oversee digital editorial as well as the social media and email team. My days are pretty varied, but typically, I’m in the office early and use that first hour of silence to do the most important tasks: I set an agenda for the day (I find that three priority tasks are realistic; any more is a stretch), review our daily content mix, take stock of industry news and competitor coverage, and dive into overnight traffic to make sure I’m across any fluctuations. The rest of the day tends to be dominated by meetings! I manage a team of eight and work with the print and branded content teams so face time is really important.  

I Have My Dream Job, But Reality Doesn’t Always Match Expectations

It’s much more strategic and team-facing than my last role, which was a senior editor at MyDomaine. Fortunately, Domino is a pretty flexible workplace and we’re really encouraged to shape our own roles. When I crave a dose of creativity, I jump into a brainstorm or workshop stories with our editors.  

There’s much more to my job than overseeing the website. What you see (whether it be on Domino.com, Instagram, or our other social channels) is really a fraction of the role. It’s much more numbers-based than you’d expect.  

I Worked in Several Adjacent Roles and Industries Before Landing on This One

My advice is to try as many different roles within media or publishing before you choose a path. The industry has really evolved in the last three years, and chances are, there are roles that you don’t even know exist. The most valuable thing I did was to intern in radio, television broadcast, and publishing, then, within publishing, I tried advertising, brand partnerships, and editorial. Give yourself time to test and learn before you specialize—it might feel like lost time, but it’ll be worth it in the long run. 

I Chose Jobs Based on Who I Wanted to Learn From, Not What

Apply for positions based on the people you’re excited to work with. Your manager plays such a formative role when you’re starting out—learn good habits from the best! My first editor in chief, Lizzie Renkert, helped pave the way for me today. She offered me my first job in publishing and consistently challenged and supported me.  

I’m Constantly Paying It Forward and Leading With an Outstretched Hand

I’m always impressed when someone cold contacts me, and even though my schedule is packed, I try to grab coffee with students and interns when possible. Unintentionally, it’s also how I’ve found some really talented employees. 

I Found Mentors Over Time, But I Didn’t Force It

I think it’s helpful for anyone trying to build a career to have a mentor, but in my experience, it has to happen organically. If you do find someone who you click with on a professional level, be proactive. Reach out regularly (for me, that’s every two months) and always offer to work around their schedule. 

“Work Hard and Be Kind” Is My Motto (and It’s Served Me Well)

Work hard and be kind. My mom wrote this simple quote on a chalkboard in our kitchen when I was about 15, and I’ve never forgotten it. It might sound naive, but I really believe that if you do your best and try to act with kindness at work (and in life!) good things will come your way.  

I Am Constantly Learning From Other Women in My Field

Stella Bugbee, the editor in chief of The Cut, consistently pushes the boundaries, and I’m so inspired by her work, voice, and point of view. I learned a lot from her interview on Bon Appetit’s Foodcast podcast.

Have an Appetite for Media (and Consume as Much as Possible)

For me, it’s less about career books and more about constantly staying on top of digital articles from publications and writers I admire. The sites I check daily are The Cut, The New York Times, Bon Appetit, Medium, Digiday, and Domino, of course. 

I listen to the Digiday podcast to stay up-to-date with industry news, The Daily for current affairs, The Cut on Tuesdays for storytelling, Offline for work-life perspective, and The Minimalists to remind me that less is more.  

Never Stop Learning

It’s almost impossible to feel like you’ve truly mastered your craft when you work in media, and you have to learn to be okay with that. There’s always a new platform, a new algorithm, a new way to tell a story. The most successful people are those who like to be kept on their toes.  

Digital Media Isn’t Easy, But I Find Inspiration in the Challenge

A healthy dose of reality. Digital jobs can be tough—the 24-hour news cycle is relentless and you’re constantly “on”—so sometimes it helps to take a step back and remember why you started. At its core, Domino aims to inspire readers with beautiful home tours, clever DIYs, and feel-good decorating ideas. I try to remember that when I’m stressed and need to find my center. 

I Swear By the One-Touch Rule for Maximum Productivity

Email is the biggest source of stress for me. It’s never-ending and I hate feeling like I’m not on top of it! Lately, I’ve been trying the one-touch rule which means that as soon as I open an email, I have to action it (respond, forward, or archive) and remove it from my inbox. It takes a lot of discipline (I’m guilty of leaving messages unanswered) but it means that I never do the same task twice or let inbox anxiety simmer. 

I’m Always Looking for Contributors, So Hit Me Up

I’d love to hear from you! I’m always on the lookout for beautiful home tours and sharp contributors. If you have an idea for Domino or are interested in collaborating with us, shoot me an email at pitches@domino.com. 

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I Want Your Job: How OLLY's Marketing Manager Landed Her Dream Role (and How You Can Too)

This post is in partnership with OLLY.

How many times have you peered voyeuristically into the lives of people you admire via social media, video, or published interviews and wondered what it must be like to do their job? We’ve all been down that research rabbit hole on our quest to create and cultivate the career of our dreams but often we’re still left pondering about the realities of their day-to-day—so, what is it really like? Well in this series, I Want Your Job we uncover the truth by getting down to the nitty-gritty on what it’s actually like to work in your quote-unquote “dream job” and if the reality stacks up to the expectation.

"You will never know unless you try and if it doesn’t work out or wasn’t what you expected, you have to look at it as a step forward to get you where you’re meant to be."

—Mari Mazzucco, Marketing Manager, OLLY

Passion. We all have it, but so many of us feel as though we can’t dive into what brings us joy because it doesn’t entirely align with our career goals. Well, what if we told you that pursuing your passions could actually strengthen the skills you need for your career?

Nobody is greater living proof of this than OLLY marketing manager, Mari Mazzucco. After falling in love with art history in high school, Mazzucco majored in the subject in college and pursued internships at museums and galleries before getting her first job. While she didn’t realize it at the time, studying art history actually granted her the foundational skills needed to enable her career in marketing. How, you ask?

This may sound far-fetched, but our interview with Mazzucco proves that when it comes to pursuing both your personal and professional goals, you can have your cake and eat it, too. And that every job along the way, no matter how big or how small, are all cumulative towards your end goal.

Don’t believe us? Read on and see for yourself.

On her career journey…

“I originally had accepted an offer after graduating at a contemporary art auction house, but when a friend introduced me to the founders of a soon-to-be-launched basics brand, I put the art world on hold and joined their team. I really lucked out. The company was small and leadership was supportive, allowing me to explore and take ownership of different roles. I quickly learned that I was passionate about marketing, and worked my way up to managing everything from social media to copywriting and editorial. Influencers were just starting to emerge as an alternative marketing channel and I soon realized this was something I wanted to pursue further.

“I met the founders of Collectively and was impressed with how they humanized the brand-influencer relationship. It wasn’t about being transactional, but rather a true mutual creative endeavor. I joined their team as a community manager, and then took roles in campaign and account management. Agency life is fast-paced and you work with a diverse range of brands, so you’re constantly met with new challenges. It can be stressful but rewarding to see innovative partnerships come to life.

“I had been following OLLY since launch, and when I saw they were hiring I immediately jumped on the opportunity. I was looking for roles that would allow me to work cross-functionally and to expand my knowledge of marketing and general business. I originally started as the influencer lead, and since then, the role has expanded to PR and partnerships. It’s been amazing to be a part of the OLLY journey, from startup through Unilever acquisition.”

On what she studied…

“I majored in art history. It was a required course in high school and I instantly fell in love with the subject, knowing that I wanted it to be an academic focus for me in college. Not only do you obtain a solid understanding of design and aesthetics, you learn how to be an analytical and creative thinker, and a strong writer, public speaker, and researcher. I didn’t realize it then, but I was creating the foundation I needed to have a career in marketing.”

On interning before she landed the job…

“Leading up to my first job, I had only interned at museums and galleries, so I never had traditional marketing or communications work experience. One of my most memorable internships was at the Legion of Honor Museum in San Francisco. I spent the summer working with the lead curator of the Achenbach Foundation for Graphic Arts, assisting with research and curation for the Impressionist Paris: City of Light exhibition, featuring works on loan from the Musée D’Orsay. It was incredibly tedious and it taught me that no task is ever too small.

“Finding ways to gain experience within particular roles or fields of interest is the best way to determine what you want professionally. You will never know unless you try and if it doesn’t work out or wasn’t what you expected, you have to look at it as a step forward to get you where you’re meant to be.”

“When you’re looking for a job, make sure you research the people, not just the role or the company.”

—Mari Mazzucco, Marketing Manager, OLLY

On what her day-to-day looks like…

“If I’m honest, it’s a lot of emails, meetings, and calls (and many coffee breaks in between). But if I were to break it down, really my day-to-day consists of everything from campaign planning and ideation, contract negotiations, budget management, content reporting and analytics, content review and creative briefing, and every once-in-a-while, events, meetings with editors, and photoshoots. I work closely with brand, social, and e-commerce to ensure we’re executing a true 360 approach.”

On the common misconceptions of her job…

“It’s definitely not as glamorous as it may seem and there’s no one set approach or formula to influencer marketing. Because these are true relationships, you have to be flexible and agile. I’ve found that the strongest performing content is often a result of brand trust—if you feel like you need to be heavily involved in the content creation process, then it probably isn’t the best fit.”

“I’d say that when you’re looking for a job, make sure you research the people, not just the role or the company.”

On advice for young professionals…

“Take the time to reach out to people who work in the field or role you’re interested in. Whether you find them on LinkedIn or meet at events like Create & Cultivate, never be afraid to ask for time to connect. People are more eager than you realize to discuss their own career experiences and to help out. Be direct about what you’re hoping to gain from your meeting, do your research, and prepare questions.”

On the importance of mentors…

“Absolutely. Mentorship affords you the opportunity to reflect on your own professional practices and to seek that of others. Personally, the relationships I’ve developed within and outside our organization have been key to my professional growth. In some instances, it’s actually directly led me to my next job.”

On career podcasts to tune into…

“How I Built This with Guy Raz is my favorite podcast. It tells the stories behind some of the most well-known companies and innovators. I tend to listen whenever I feel like I’m in a bit of a creative rut.”

On what keeps her motivated on challenging days…

“Working with such an intelligent and driven group of people. Anytime I feel a sense of doubt, I know I have a network I can turn to for advice and input. I’d say that when you’re looking for a job, make sure you research the people, not just the role or the company.”

On the OLLY initiative, she’s most proud of…

“It’s hard to choose just one! We’ve worked with Makeup by Mario for the past few years, and in the spring launched a co-branded product, which was a really exciting evolution to our partnership. In general, though, it’s been so rewarding to see how awareness and sentiment have changed over time, particularly via engagement with our long-term ambassadors. At first, many had not heard of OLLY or tried our products, but now when you scroll through the comments you see people say how obsessed they are, how it’s improved their health, and really changed their quality of life.”

On her best work hack…

“There is great power in the art of list-making. I make lists for everything, and especially on the days or weeks that I have a lot going on, it really helps keep my mind sorted, which is half the battle to get things done. Sometimes this can get daunting, so I break it down by day or even hourly. I find that when you complete even the most simple task, that sense of accomplishment helps keep you motivated. When I really need to head down, I put my phone away (easier said than done), block off time on my calendar, and find a quiet space.”

To discover more about OLLY visit, olly.com.

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