Digital Strategist Goes Client Side: Interview With Christina Lin

I was very fortunate to get paired up with Christina Lin through the Advertising Women of New York's mentorship program a few years ago when I knew I wanted to switch careers into account planning. Christina is a Director of Digital Marketing at L'Oreal, working with digital ad agencies on the Garnier brand.

What's a typical day like at L'Oreal and what are some of your responsibilities?

I manage all digital marketing for Garnier, which means I’m responsible for our website, Facebook, Twitter, YouTube, and mobile. Our product launches cut across these platforms but I also manage general updates/revamps to these platforms as well as adding reviews and launching our mobile site this year. I also help plan digital media.

What was really different coming to the client side is that it’s obviously more corporate, but there are a lot more cross functional teams involved. There’s marketing, media, events, pr, sales, customer marketing, consumer affairs, corporate - the list goes on!  So there are a lot more meetings involved and just a wider variety of projects going on at the same time. I’m fortunate to work on a brand that has a lot of sub-brands (haircare, styling, skincare, and haircolor) so it’s never a dull moment.

Because contact with the client is somewhat limited, misperceptions and miscommunications between the two sides often occur. How has your view of the client's responsibilities shifted since coming from the agency side as a digital strategist?

Before, I didn't understood how the client never had enough time to keep up to date on what was going on in the industry. Now I know why, since I find myself in the same boat. I’ve worked more hours here than I ever had in my agency life and it’s hard to keep up with everything going on when your days involve non-stop back-to-back meetings. I do think coming from the agency side helps me work better with my agency and I think that my endless pitch practice has helped me become a better presenter.

What advice would you give to agencies to help build better relationships with their clients?

Make an ally on the client side and communicate with them frequently to better understand the hallway conversations that happen when you’re not there. There are so many things going on, and it helps to have someone on your side giving you the inside scoop of what people really think of your creative. They will help direct where to focus your efforts on and where not to.

You started your career at OMD, working in media on Apple, now part of the TBWA/Media Arts Lab. How did working in media prepare you for your previous job as a digital strategist at Tribal DDB and your current job at L'Oreal?

It is rare to make the jump from media to creative, but I have to say that I definitely recommend getting a more holistic background for agency people. Having the media background helps me during creative concepting because I know more about vendor capabilities and am more familiar with what goes into the media space. It also helps with the analytics portion of the job, which is becoming increasingly important as everyone is looking for ROI. Since my job now involves both digital creative and media, it definitely helps that I have both skills from my previous jobs.I'm often told that when asked in interviews what brands I admire, I shouldn't mention Apple because that's everyone's go-to brand that they mention.

You had the opportunity to work closely with the iconic brand while at OMD. What wisdom can you impart about strategy and branding that you learned while there?

Being that Apple was the first brand I worked on right out of undergrad, it was hard to fully appreciate it at the time. But when I look back and realize that I was part of the action from the silhouettes to I’m a Mac/I’m a PC, you start to realize what a huge movement that was. While working on Apple, you learn to go with your gut and to think outside of the “rules.”  Steve Jobs was known for not testing his creative and that is very different from other brands I’ve now since worked on. Sometimes when it works, you just know it and you don’t necessarily have to test it to death.

After working at OMD, you took time off to get an MBA in marketing at Kellog. I've often heard that you don't need an MBA to work on the agency side in strategy but do if you want to go client side. Is this true? Is your MBA directly applicable to what you're doing at L'Oreal?

An MBA is not the end all, be all. What matters more is what you’ve gained from your MBA (a lot of it is intangible) and how you apply yourself. You don’t need an MBA to work in strategy on the agency side, but I would say my MBA has introduced me to different ways of thinking that helps in a strategy role. And with so many MBA grads on the client side, it’s helpful to understand all the frameworks they’re using in order to better position your work. It’s the same when I think about how I apply my MBA at L’Oreal. It’s not specific things, it’s the overall learning you get. Having attended Kellogg, there are plenty of marketing clients that are in my alumni network.

What is it about digital that excites you?

The fact that it’s always changing and it’s hard to ever truly be an expert since there’s always something new. It’s rare that you’re ever bored by the industry. We’re also at an interesting time for “digital,” since everything seen as “traditional” is now digital. TV online, interactive TV, iPad magazines, etc.  Where is the line anymore? It’s all become integrated and fragmented at the same time.

What digital tactics would you like to see more of that you think ad agencies haven't yet fully explored?

I wouldn’t say it’s that digital tactics haven’t been fully explored (everyone’s seen their fair share of apps, social tabs, interactive videos). It’s more a question of how to evolve beyond the digital banner and traditional digital tactics. Most of us ignore banners and we now live in a time where most content discovery is social. So now it’s more, what’s the campaign idea and what’s the best way to execute in the digital space and integrate with TV and print. It needs to be a holistic idea and not just “I need an app but I don’t know what I want it to do.”You have a wide range of experiences and have worked at some great places.

Aside from working hard, what advice can you impart to those looking to make a career in strategy?

Aside from always having a point of view, never stop reading and learning. It sounds obvious, but you’d be surprised how many people don’t carve out time every day to keep up with what’s new and culturally relevant. Immerse yourself in a wide variety of experiences. Your consumers are not always you and live in Manhattan. Travel, and don’t spend so much of your life creating your “digital presence” that you forget to have a real-life presence.

And finally, what are some blogs, websites, digital products or apps that you read or use to stay on top of your game?

Twitter is my main news source to keep up in the industry and my all time fav is Fast Company Design. Always great articles to inspire. I’m also currently teaching myself HTML/HTML5. It’s always important as a strategist that you’re not just a brief creator, you need to understand how things are executed too.

Beyond Interactive: Interview With Benjamin Falvo from Clark + Huot

The strategic branding and interactive firm Clark + Huot came to me by way of Twitter. I was intrigued by their blog, their Canadian-ness and devotion to sharing new music. The firm recently opened an office in New York. To head up their Digital Practice, they hired Benjamin Falvo, founder of the NYC digital and interactive agency Dream Store, known for his highly successful interactive event that fuses old time roller disco with modern sites and sounds called Down & Derby.

You've found success in interactive design with little training from traditional advertising or design agencies. What kinds of experiences and know-how do you bring to the table that you feel those that follow a safer path are lacking?

I wouldn't necessarily describe it as safer.  I think what I bring to the table is initiative through energy and not being able to be afraid to think differently. I also think my perspective from not taking a traditional path helps me generate ideas that would otherwise not be brought up.

At Dream Store, the company you founded, you offered clients both interactive/design and event consulting. How did these two different offerings compliment each other? 

Having both of these skills allows me the ability to create a complete experiential platform for clients and also the vehicle to communicate it as well.

Did planning events ever tie into your website design work? 

Yes... but that's why I built an amazing, eclectic and experienced team around me so we could carry out all projects at the highest level.  There was definitely a learning curve when I started doing the event based projects and tying them into web initiatives.  However once it was achieved it was refined over and over again until I felt we could approach any project and be able to caveat for any type of challenge.

You were just hired to head up Digital Practices at the branding and interactive firm Clark + Huot. Why is it important for brands to think about their digital practices from the beginning of the branding process?

 

Just think about this... if you want to find out about a product, service or even a person... what's the first thing you do? Search for it on the web. It is critical that we represent our clients in the absolute best possible light and in this era, our first impression is whatever we see on our computer, tablet, smartphone, etc.

There are so many different aspects to digital beyond building websites, creating social media campaigns or mobile apps. What areas of digital are you excited to explore through this new partnership? 

I'm really excited to do more work on brand initiatives and how they are communicated on a global scale through the web. Working with Clark + Huot allows me the privilege to bring my experience to the conversation at the table.

You are tasked with helping to generate new ways of thinking and working within Clark + Huot. What are some activities, places you go or things you read regularly that help keep your thinking fresh? 

I'm a big history buff (I suppose). I read a lot of historical books. I'm really fascinated by how people move both physically and culturally through time. I feel that is always a relevant conversation and topic in the work that we do. Some of the things I do to keep me thinking fresh? Some days I just go on a walk through the city for 40 or 50 blocks... it allows me to clear my head. It also exposes me to so many different people from all types of backgrounds in the city... similar to the historical stuff.  But seeing every type of person is very inspiring. I know that sounds cliché.

Speaking of fresh thinking, Clark + Huot is based in Winnipeg, Canada, seemingly an entire world away from New York City. What have you learned from working with people from such different backgrounds as your own? 

The amazing sense that there are so many common themes about humanity cross-culture.

And finally, who would be your dream client? Or what category would you love to work with at Clark + Huot? 

I think it would be something involving travel. I've worked with big brands, which are great. However I love travel. I would love to create a great web experience for people so they can really envision a place, thought, feel of whatever culture they will be traveling too.

Tête-à-Tête Tuesdays with Molly

I met Steve Garufi about a year ago through the wonderful world of Twitter. I was drawn to his infectious energy and intrigued by his daily biking adventures. According to his website, he's a counselor by day, mountain climber, photographer, road bicyclist, adventurer, and most recently, writer living in Buena Vista, Colorado.In 2008 and 2011 you rode your bike across the country. What compelled you to take these trips?

I took on cycling in my 30s, and was really impressed with the cardiovascular workout it gave me. I’m not a guy who races others. In fact, I’m known as a “tour biker” – a guy who takes his time and goes long distance.

In 2003, I spent a week vacation biking across my state of Colorado, and the seed was planted in me to go cross-country. I figured if I can go across my large and mountainous state of Colorado, why not do a series of states across the nation?

Were there times that you were ready to give up? If so, how did you motivate yourself to get back on track?

Only once on my 2008 did I have a really bad day when I considered packing it in. I continued to have flat tires and mechanical problems in the Arizona desert and wasn’t sure I could keep going if I had all those problems. Thankfully, that one awful day was an aberration.

My short answer, as to how I motivated myself, was to constantly remind myself to “take one day at a time.” I know that is often used as a cliché, but it worked for me. Truly, I told myself everyday that I simply needed to focus on the day’s task at hand. Get from Point A to Point B … period.

I also told myself that bad days would inevitably happen, and that I shouldn’t be surprised or alarmed by them. To the contrary, I should expect them.

What did the trip teach you about America? Were there places and people you met that particularly stood out?

I learned much of America is a whole lot of nothing. Much of it is rural with a large amount of people living in cities. As for people, I met so many along the way. On my 2011 ride, I met three people who were also crossing the country – two were biking like me, and the other guy was walking!

You recently completed the trip again. How was your experience different from 3 years ago.

On this trip, I was fully involved with communicating with friends and sharing updates via social media websites, namely Twitter and Facebook. It made my ride feel much more as though people were right there with me. I took many pictures with my camera, posted it online within 24 hours and had numerous comments from friends and family. The immediate feedback helped me feel not so alone.

You're in the process of writing a book about your first bike trip. How is the process of writing similar to biking across the country?

Well, I don’t have a writing background so I’m learning as I go. The main similarity I see in both book writing and a long-distance bike trip is one must be patient. Never stopping believing in yourself. And never give up!

The plan is to complete and publish my memoir about my first bike ride by the end of 2011. It has become the biggest goal.

In some ways, life in general can be compared to a marathon bike ride; requiring strength, involving uphill climbs with the occasional easy ride and beautiful view. How have your trips helped you in your own life?

You are indeed correct. What a person might experience on a marathon bike ride is quite similar to the things we face in life.

Personally, I feel stronger and more confident in myself. I have less “self-talk” that shoots down big and wild ideas that come to mind. I’m also very grateful. Among my cycling friends, many would love to do a cross-country ride but don’t have the time and money (at the same time) to do it. And I have done it twice!

What kind of wisdom can you impart about not giving up to those of us pedaling towards our goals?

1)     Don’t be afraid to ask for help.

2)      Be willing to take risks (although easier said than done).

3)     Surround yourself with caring friends who will encourage you as you take things on.

Tête-à-Tête Tuesdays with Molly

Rupert Newton has worked as a creative strategist, with an expertise in communications planning in the marketing and advertising industry for nearly 20 years. After developing his career in the UK, Rupert brought Michaelides & Bednash's pioneering communications strategy approach to America. He co-founded a marketing strategy company called The Joneses, pairing brand and communication strategists to work with HBO, NBC Universal, Diageo, Virgin Atlantic, and a plethora of other notable clients. Most recently he has focused his energy on facilitating a different kind of growth, that which comes out of the ground, as part of an organic farm cooperative, Newton Farms, in the Catskills.

You've worked as a planner both on the media and brand side for almost two decades, bringing breakthrough ways of thinking and planning. How do you see young planners doing that today?

I think the role of young planners is to challenge conventions, rules and any formulaic process they are handed. Strategy is a creative exercise, it should be about open free-thinking while you immerse yourself in the topic, bring new cognitive models in when you've noodled around for a while. Read books on recent advances in psychology and neuroscience. Cultivate creative interests outside of work. I think if I'd really focused on articulating an insight, and the subsequent idea, very clearly and simply, it would have helped me earlier on. It's a fantastic discipline. The worst thing any planner can do is complicate things. Think practically about how to bring the creative strategy to life in the real world. Whatever it is would you participate in it? If not, it's probably crap.

What planners, agencies, blogs or activities inspire you?

Oh, hmmm, I was just reading Caught by the River, I think Fact Mag is great, I just read Infinite Realities which was fascinating, the other day I went to see Douglas Rushkoff speak, last weekend was Unsound in Brooklyn so lots of deep sub-bass action, I've read the Guardian for over twenty years, amazing to think it used to circulate less than 400k copies in the UK as a newspaper, and now has nearly 40 million readers digitally ...I started as a media buyer and used to take the piss out them for only being read by teachers and social workers (obviously I didn't say I was a loyal reader), so all I'll say is there are 40 million sandal-and-socks wearers in the world, (myself excluded).

I recently read [amazon_link id="1604443499" target="_blank" container="" container_class="" ]Homage to Catalonia[/amazon_link], there is a funny moment where the Fascists and the leftists are entrenched opposite each other on a steep gorge, just too far for anyone to shoot accurately. So for weeks they resorted to hurling insults back and forth, except for one enterprising leftist who would use a megaphone to soothingly say things like, "Buttered toast...we are sitting down to delicious slices of buttered toast". Of course they were not, they barely had any rations or firewood, Orwell archly credits this man with persuading conscripted Facists to desert. Probably went on to be Spain's top PR man...

You recently started a farm cooperative in upstate New York that grows organic vegetables. What made you decide to open the farm?

I grew up in rural England, my Dad was a forester, conservationist and musician. I also worked on dairy farms as a teenager, so I've "got form" as the British cops say in reference to a suspect's previous convictions. Then in 2010 I reached a point in my life where a few things fell apart and a few other things just fell into place. Overall I'd say it was just seizing an opportunity that presented itself and running with it. I've become very interested in "biological farming" a system for farming with a deep understanding of the ecosystem, that restores soil health while producing the best quality crops. You can read about it here, Remineralize the Earth.

Planners like to talk about human truths. It's a human truth that what we eat shapes our bodies, lives and culture. What insights about your own life have you discovered from organic farming?

Taken at face value most people think about rural life as a fantasy escape, as the anti-thesis of wired urban life. But the connectivity of nature is a metaphor for the internet, or vice versa, nature is electrically charged and vibrational, so more similarities than you might think. Nature was "connected" a long time before we were digitally, something the ancients used to understand very well. Did you know a single plant can move nutrients from up to 100' away? Did you know you can measure the electrical conductivity of soil and this will tell you how efficiently nutrient transfer is operating between soil life, bacteria, fungi and plants? I know someone in the midwest who pipes ambient techno into his greenhouses and swears the plants are havin' it. For me all this just confirmed what we always knew, that everything is just part of a larger whole.

As an organic farmer, you are going back to nature and essentially embracing simplicity, slow food and an older way of life. But as a planner in advertising, you are part of the fast moving cycle of consumerism. How do you balance these two worlds? Are they more alike than one would think?

Haha, I completely reject your first point, I think you're stereotyping there. Naughty planner! Organic is problematic in that I think it conjures up fantasy imagery of bucolic Thomas Hardy-esque farms, and, I think the organic movement plays up to it as a persuasive sales technique. Personally I question the smug middle class milieu of the farmers market, I find the organic food as luxury product/status symbol off putting and limiting. Long term I hope to be part of the change that makes quality, non-chemical, bionutrient-dense food sold in Walmart. I see this as progress, not "going back" or "an older way of life", why would anyone want to do that? There was no health care and people died young, often in excruciating agony.

Yes, I was stereotyping. What is your ultimate goal for Newton Farm Cooperative? What change would you like to see? And what's your strategy for trying to achieve it?

Well, it's a cooperative so it's a shared goal. If only I'd grown up reading the Daily Telegraph, it would be so different..

Finally, all this food talk is making me hungry. Where can we find the food grown at Newton Farm Cooperative and how can we get involved?

We'll be supplying The Meatball Shop on the Lower East Side, and any new locations they open, Diner, Five Leaves, Dressler, Marlow and The Bedford in Williamsburg, Two Boots pizza's downtown locations, there'll be others too. We'll get pretty busy with the Facebook and Twitter when the season starts so you can fan or follow for updates and contact us there.

We have a special deal this season, give us 5 hours of work and you get one free night's stay at the farm. It's a beautiful old farmhouse in a high mountain valley near Phonecia. We even have a recording studio in one of the barns, so you know, it might get loud.

From Curiosity - Matters

Tête-à-Tête Tuesdays with Molly

Introducing Karen Nuccio. I’ve taken a few of her classes at Crunch over the years and we’ve become friends. I’ll never forgot her funniest line in spin classes 3 years ago when she played Nine Inch Nails, “Closer” and claimed they played this at her wedding. Everyone had a look of shock on their face until she admitted she was kidding, but that her mother said if she got married, she could play whatever she wanted. She yeah, she approaches fitness instruction with humor and delights her students with her vibrant personality. Check out her new classes at SPiN NYC on 23rd and Park Avenue South. They’re in the mornings and don’t involve ping pong but do involve exercising while in a fun environment. 

What initially attracted you to the fitness industry?
I have been teaching fitness-based classes for 14 years, but I can’t say I was attracted to fitness from the very start. What I mean by that is – I grew to love teaching before I grew to love fitness. The exercising was an afterthought for me. I loved connecting with people, loved getting to know them, loved watching them become more confident, become happier and healthier. I think I started to take the fitness part more seriously 7 years ago. I had found a lump on my thyroid gland and had to have it removed. To make a long story short, I now have a hypoactive thyroid gland. That’s the “slow one” and roughly what that translates to mean is that fitness is now a challenge for me. My metabolism is now slower, my energy levels not always perfect, my hair and skin are sometimes even glitchy – but keeping active and being healthy consistently helps keep my thyroid in check. So now fitness is not just a social medium to me, it’s a necessity!  It sounds cliché but you don’t know what being healthy really means until your health is in jeopardy! Getting “sick” made me have a really profound respect for what it means to be well! Teaching is still my first love, but teaching people to respect their bodies and be healthy, that is a definite focal point. Fitness is an amazing tool that helped me to be well and healthy again!

With regard to the fitness industry within itself, I think in many ways it’s lacking. I think there should be a focus within the industry on teaching people to listen to their bodies and finding their right path rather than offering up countless “answers.” I think the industry needs to teach people to ask more questions, teach people to be responsible for themselves so that they can take better care of themselves and lead healthier lives. The industry, at times, focuses too much and what is wrong with people and on what they are not doing rather than focusing on what they are doing right and on how they can build on that.
But that’s just my opinion.

You’ve worked with people who have been successful in getting in shape or losing weight and people who have yet to reach their goals. What qualities and habits have the successful people developed that has enabled them to achieve their goals? Is there a commonality or trend?

I think when it comes to success, a goal and drive is key. Some people want to be that much more fit for their wedding, some want to train for a marathon, some are actors getting ready for a part. The goal usually drives the behavior; the end point.
I think the end point will automatically fuel the success…or at least short-term success. But when it comes to long term success, long term health and fitness – I think the goal needs to be secondary to the realization that exercising and eating well are a way of life -not a path to a goal. If you maintain a regular exercise program and eat well, you reach a level of healthiness that your goals just fall into place and they become icing rather than the cake.
I think anyone can reach a goal with the right motivation, but continually being healthy and fit – that is the mark of true success to me.

Recently, you founded LITA Integrated Fitness, where you design custom fitness programs for individuals and companies – a holistic approach combining fitness expertise and physical therapy. In your experience working in the fitness industry, what did you feel was missing?
My big complaint with the fitness industry was that the industry itself many times failed to “walk the line.” A prime example of this would be having less than fit instructors teach classes, or having trainers sit behind the desk at a gym eating McDonalds!! NOT COOL!!  I mean, if your prime candidates of fitness are not setting the example, how motivated can the students be!?
My other gripe with the industry is that the industry had more performers than it has teachers. I think the fitness industry needs to focus more on teaching people to be healthy and fit and less on finding new ways to keep people entertained. The industry obsesses over the new entertaining trend but fails to effectively teach what actually works! I created LITA to bridge the gap between teaching and entertaining. Classes are meant to be fun and entertaining, but they are also meant to teach people correct form, correct alignment and teach people how to lead a more healthy balanced life – for that matter.

Can you give any sort of overall advice for achieving a more effective workout that you find most of your clients don’t initially know.
I think the best advice I can give is to do activities that you like. Just because a class is the hot new trend and because Madonna loves it does not mean it’s right for you. Fitness programs are very personal and finding the right one, the most effective one, like any relationship, takes time to figure out. But once you find the right one, it flows and if you really hit it right. It’s love! I can honestly say that my fitness routine that I do for myself is hard work, but I am absolutely in love with it! And that love is what keeps me motivated.

You’ve worked as personal trainer and group instructor for years, often going from one class to another. How do you maintain your energy? Any secrets?
You know I gave up crack years ago…just kidding. My espresso in the morning is a must! But that’s an Italian thing rather than a fitness thing.
I guess I maintain energy by eating well throughout the day, hydrating and most importantly by respecting my body’s limits. By that I mean, if I have three more classes to go and I just feel shot, I take time to regroup rather than pound a Redbull. I give my body recovery time if needed. On those tired days when I teach, those are the days I spin a little slower or use lighter weights. Your body has a “when” point and it needs to be respected otherwise when you need it to be there for you, it will cop out – I assure you!

Can you give me a short story of someone you’ve helped achieve a major goal; success story?
Years ago I had a client who I describe as my favorite “fitness addict.” I remember meeting her at Macy’s and she asked me how I got my “Madonna” arms. I told her it was part genetics, part free weights. She asked me to be her trainer, but I don’t take on strangers as clients. I only work on referral, so I declined but told her where I taught and asked her to come take a class one day. She became my stalker!  Came to every class!! Front row, did everything. And after I got to know her, she asked me again to train her personally and I did. When we met for the first time, she told me – I want to be this weight, have this percentage of body fat, be this flexible, this strong, etc. etc.
So I responded to that by saying, “so what you’re telling me is you want to be a machine?  I don’t work with machines. I work with people – so you’re shit out of luck!” She laughed and said, seriously, I want this and that…and the other thing…etc. etc.

And I said, “Seriously, I think the best service I can give you is to train you to not be so driven, to train you to have a little balance. I told her “I’m not going to be your trainer, instead, I’ll be your friend.” I took her to brunch. We had wine in the afternoon and we didn’t count calories, and laughed a lot. I told her that working out should not be your life. It adds to the quality of life and what would be the point of being super fit if all that exercise took up the whole day and left no time to enjoy the day and enjoy the body you worked so hard to get?? I have to say; it was more work getting this “client” to not feel guilty about wine or bread than it would have been to get her to look like Madonna. But ten years later, she is one of the healthiest, most balanced people I know. I consider her to be a great success story:)

And finally, is there anything else you’d like to share about fitness or your company LITA?
I created LITA because I wanted to create a fitness company that really took responsibility for its students and clients, a company that actually cared about teaching people how to be healthy. In fitness, from a business standpoint, you always want your client to need you. Then they keep buying sessions! But the goal of LITA is to teach people how to not need us, so to speak. To teach people to learn their bodies and teach people effective ways to be healthy.
For the past 14 years, I have fallen in love with what I do and fallen in love with my students. That love is what has made me want to see them succeed – made me want to see them thrive in my class and outside of it. LITA is an acronym for Love Is The Answer. And I believe that to be true. When placed in an environment where you are truly cared for, how can one not succeed at anything?

Tête-à-Tête Tuesdays with Molly

Introducing Karen Nuccio. I've taken a few of her classes at Crunch over the years and we've become friends. I'll never forgot her funniest line in spin classes 3 years ago when she played Nine Inch Nails, "Closer" and claimed they played this at her wedding. Everyone had a look of shock on their face until she admitted she was kidding, but that her mother said if she got married, she could play whatever she wanted. She yeah, she approaches fitness instruction with humor and delights her students with her vibrant personality. Check out her new classes at SPiN NYC on 23rd and Park Avenue South. They're in the mornings and don't involve ping pong but do involve exercising while in a fun environment. What initially attracted you to the fitness industry?

I have been teaching fitness-based classes for 14 years, but I can’t say I was attracted to fitness from the very start. What I mean by that is - I grew to love teaching before I grew to love fitness. The exercising was an afterthought for me. I loved connecting with people, loved getting to know them, loved watching them become more confident, become happier and healthier. I think I started to take the fitness part more seriously 7 years ago. I had found a lump on my thyroid gland and had to have it removed. To make a long story short, I now have a hypoactive thyroid gland. That’s the "slow one" and roughly what that translates to mean is that fitness is now a challenge for me. My metabolism is now slower, my energy levels not always perfect, my hair and skin are sometimes even glitchy - but keeping active and being healthy consistently helps keep my thyroid in check. So now fitness is not just a social medium to me, it’s a necessity!  It sounds cliché but you don't know what being healthy really means until your health is in jeopardy! Getting "sick" made me have a really profound respect for what it means to be well! Teaching is still my first love, but teaching people to respect their bodies and be healthy, that is a definite focal point. Fitness is an amazing tool that helped me to be well and healthy again!

With regard to the fitness industry within itself, I think in many ways it’s lacking. I think there should be a focus within the industry on teaching people to listen to their bodies and finding their right path rather than offering up countless "answers." I think the industry needs to teach people to ask more questions, teach people to be responsible for themselves so that they can take better care of themselves and lead healthier lives. The industry, at times, focuses too much and what is wrong with people and on what they are not doing rather than focusing on what they are doing right and on how they can build on that.

But that’s just my opinion.

You've worked with people who have been successful in getting in shape or losing weight and people who have yet to reach their goals. What qualities and habits have the successful people developed that has enabled them to achieve their goals? Is there a commonality or trend?

I think when it comes to success, a goal and drive is key. Some people want to be that much more fit for their wedding, some want to train for a marathon, some are actors getting ready for a part. The goal usually drives the behavior; the end point.

I think the end point will automatically fuel the success...or at least short-term success. But when it comes to long term success, long term health and fitness - I think the goal needs to be secondary to the realization that exercising and eating well are a way of life -not a path to a goal. If you maintain a regular exercise program and eat well, you reach a level of healthiness that your goals just fall into place and they become icing rather than the cake.

I think anyone can reach a goal with the right motivation, but continually being healthy and fit - that is the mark of true success to me.

Recently, you founded LITA Integrated Fitness, where you design custom fitness programs for individuals and companies - a holistic approach combining fitness expertise and physical therapy. In your experience working in the fitness industry, what did you feel was missing?

My big complaint with the fitness industry was that the industry itself many times failed to "walk the line.” A prime example of this would be having less than fit instructors teach classes, or having trainers sit behind the desk at a gym eating McDonalds!! NOT COOL!!  I mean, if your prime candidates of fitness are not setting the example, how motivated can the students be!?

My other gripe with the industry is that the industry had more performers than it has teachers. I think the fitness industry needs to focus more on teaching people to be healthy and fit and less on finding new ways to keep people entertained. The industry obsesses over the new entertaining trend but fails to effectively teach what actually works! I created LITA to bridge the gap between teaching and entertaining. Classes are meant to be fun and entertaining, but they are also meant to teach people correct form, correct alignment and teach people how to lead a more healthy balanced life - for that matter.

Can you give any sort of overall advice for achieving a more effective workout that you find most of your clients don't initially know.

I think the best advice I can give is to do activities that you like. Just because a class is the hot new trend and because Madonna loves it does not mean it’s right for you. Fitness programs are very personal and finding the right one, the most effective one, like any relationship, takes time to figure out. But once you find the right one, it flows and if you really hit it right. It’s love! I can honestly say that my fitness routine that I do for myself is hard work, but I am absolutely in love with it! And that love is what keeps me motivated.

You've worked as personal trainer and group instructor for years, often going from one class to another. How do you maintain your energy? Any secrets?

You know I gave up crack years ago...just kidding. My espresso in the morning is a must! But that’s an Italian thing rather than a fitness thing.

I guess I maintain energy by eating well throughout the day, hydrating and most importantly by respecting my body's limits. By that I mean, if I have three more classes to go and I just feel shot, I take time to regroup rather than pound a Redbull. I give my body recovery time if needed. On those tired days when I teach, those are the days I spin a little slower or use lighter weights. Your body has a "when" point and it needs to be respected otherwise when you need it to be there for you, it will cop out - I assure you!

Can you give me a short story of someone you've helped achieve a major goal; success story?

Years ago I had a client who I describe as my favorite "fitness addict." I remember meeting her at Macy's and she asked me how I got my "Madonna" arms. I told her it was part genetics, part free weights. She asked me to be her trainer, but I don’t take on strangers as clients. I only work on referral, so I declined but told her where I taught and asked her to come take a class one day. She became my stalker!  Came to every class!! Front row, did everything. And after I got to know her, she asked me again to train her personally and I did. When we met for the first time, she told me - I want to be this weight, have this percentage of body fat, be this flexible, this strong, etc. etc.

So I responded to that by saying, “so what you’re telling me is you want to be a machine?  I don't work with machines. I work with people - so you’re shit out of luck!” She laughed and said, seriously, I want this and that...and the other thing...etc. etc.

And I said, “Seriously, I think the best service I can give you is to train you to not be so driven, to train you to have a little balance. I told her “I’m not going to be your trainer, instead, I'll be your friend.” I took her to brunch. We had wine in the afternoon and we didn’t count calories, and laughed a lot. I told her that working out should not be your life. It adds to the quality of life and what would be the point of being super fit if all that exercise took up the whole day and left no time to enjoy the day and enjoy the body you worked so hard to get?? I have to say; it was more work getting this "client" to not feel guilty about wine or bread than it would have been to get her to look like Madonna. But ten years later, she is one of the healthiest, most balanced people I know. I consider her to be a great success story:)

And finally, is there anything else you'd like to share about fitness or your company LITA?

I created LITA because I wanted to create a fitness company that really took responsibility for its students and clients, a company that actually cared about teaching people how to be healthy. In fitness, from a business standpoint, you always want your client to need you. Then they keep buying sessions! But the goal of LITA is to teach people how to not need us, so to speak. To teach people to learn their bodies and teach people effective ways to be healthy.

For the past 14 years, I have fallen in love with what I do and fallen in love with my students. That love is what has made me want to see them succeed - made me want to see them thrive in my class and outside of it. LITA is an acronym for Love Is The Answer. And I believe that to be true. When placed in an environment where you are truly cared for, how can one not succeed at anything?

Tête-à-Tête Tuesdays with Molly

photo by Emily Gilbert

Tory Williams and I went to Skidmore together and have gotten to know each other much better over the last few years. She's an award winner photographer - smart, talented, adventurous and seems to have a strong idea of what she wants in life. You can check out her website at www.torywilliams.com and hire her for your upcoming wedding at www.torywilliams.com/weddings. Tory is constantly on the move. To see what she's up to, check out her blog.

How did you get into photography and what was your first job out of college?

Out of college I was offered a job as a raft guide on the Hudson and to take pictures at a hotel in Mackinac Island, Michigan. It was a defining time – do I want to be a raft guide or a photographer? So obviously I chose the photography gig. It was kind of a cool situation, I lived on this island with no cars and took portraits of people at the hotel. I did family portraits and events. I learned a ton and made lots of friends who I then followed to New York City.

It definitely doesn’t sound like a loser job. Did you take photography classes at Skidmore? 

Skidmore didn’t offer too many photography classes so when I studied abroad in Paris, I was given the opportunity to do an independent study with an artist. She had a darkroom in her apartment. So I really picked up photography in Paris, which is kind of appropriate because photography was discovered there.

After coming to NY, did you work as an assistant?

When I came to NY I had no idea what to because it’s a daunting task to come here and be a photographer. You just need to meet people. Tavern on the Green was hiring event photographers so I took that job. I had to go around to each table on Valentines Day and such and ask them if they wanted their photo taken as a couple. It was kind of a humiliating job to some extent but it got me out there. Through that, I met a wedding photographer who I started assisting and also met an older man who became my mentor. I don’t work for him anymore but he's still a close friend. 

How long did you assist before landing your first assignment?

Around the same time I applied for an internship at a still life studio because I figured I needed to learn something about lighting. I interned there for a few months and they started hiring me as an assistant and then as a photographer. I fell into shooting stiff life through them but they also had connections to magazines and basically, everyone so I just built my network through them.

What are your thoughts on school versus working as an assistant?

I’ve always taken the approach of taking classes here and there but when I first came to New York, I didn’t have any cash. I went to ICP and TA’d a whole bunch of classes. So I got to essentially be a student but I also developed relationships with teachers so that led to more assisting jobs. School is just not for everyone. I’m a very hands on person so I didn’t want to go and sit in a three hour critique. I wanted to learn how to use a camera. So I feel like today I have a strong technical sense because of the way I started.

Do you have any overall valuable advice you can pass on to people starting out?

I think it’s taken me a really long time to realize that I should just be myself. And that also goes into man different areas of life. But I think in photography there are so many photographers out there and essentially it’s just your point of view of the world that you’re capturing. And if you just be yourself, you’re unique. For a long time I was so desperate to get jobs I was trying to be like everyone else. Now I understand that if you’re just yourself and believe in what you do, of course, you’re going to do well. Another good advice that someone gave me a long time ago is that you’re working for yourself. So it’s who you are that they’re hiring. Your skills, a lot of times, are secondary. You’re spending a lot of time with this person. It’s a collaboration. Treat everyone like they’re your clients. That is the best advice that anyone has ever given me. Conversations on subways can bring you jobs. Great example is that I became friends with the studio intern. She became a photo editor and hired me for a job.

Does your blog get you jobs?

I don’t know if the blog has gotten me jobs. I think the blog has helped me create a voice and be myself. You have your website and try to be commercial to an extent but with a blog you can just be yourself. And that’s where I really found this path of being really open and honest about my process. I bet most of the people who comment on my blog are people who are interested in the industry and not direct clients.

Tell me about the challenges of going from photography to film and video editing. 

Video is so hard. That was the first thing I discovered. A year ago I had a video camera put in my hand and created the worst thing ever. Crazy images. Then the teacher told me “would you ever take that picture?” “No.” So I started to think about it more in terms of pictures which is kind of obvious but when you have it in your hand it’s not so obvious. It’s a natural progression in the sense that the industry is going that way and since the web is such a great platform for showing full stories – it’s one more way of story telling. It’s a new challenge and I always need new challenges.

When you’re leaving for a shoot, what do you pack?

Always bring a backup camera. Always! Always! Always bring lots of memory cards. Double of everything. Two battery packs, two flashes, I always bring a reflector and never use it. Lots of lenses. Tripod. I sometimes experiment a little with hot lights, etc.

What are your thoughts on freelancing versus working 9-5? Is it harder? More fulfilling?

Well that’s the thing about freelance is that you’re going to work so much more than everybody else. But mainly it’s all in your head because you’re working all the time thinking about things, doing these things and everything in your life is work. I wake up early or try to. I work a lot from home because a lot of my stuff is post-production or returning emails or stuff like that. I respond to clients at 2 in the morning sometimes. I’m always working. But at the same time I dictate the terms of my work and now that I have more consistent work, I can turn things down that are not appropriate for me. That’s a huge difference because now I’m not breaking my back for things I don’t believe it.

What do you like most about being a photographer?

I just like freedom. I really do. It’s a perfect medium for me because I’m interested in so many thing and if I was just to do one thing it would be really hard for me because I’m always so curious about everything. As a photographer I get to slip into the life of a ski patroller for a day, of a psychologist for another day, of a non-profit. I get to travel the world. I get to live so many different lives and appropriate people’s experiences constantly. So that’s what I like about it.

Tête-à-Tête Tuesdays with Molly

Margaux Zion is a Social Media Consultant, specializing in interactive customer experience. She works with retailers in the Fashion, Cosmetics, and Home Products industries to make shopping as easy and FUN for people who don’t love shopping as much as she does.

When not glued to her Tweetdeck feed or Tumblr dashboard, she works as a makeup artist, painting some of fashion’s freshest faces. Follow her on Twitter @margauxz or catch the occasional blog update at margauxzion.tumblr.com for a little insight into the world of all things Margaux!

To introduce you to my readers - we met last year at my birthday party via a mutual friend but then didn't have a quality introduction until a few months ago. And it was all uphill from there.

Can you give me a brief introduction of what you do for MAC?

I am on the Online Product Team- a position that is synonymous with “mystical psychic wizard.” I use social media to assist customers with cosmetic product selection that they cannot touch or see in a physical store. I cannot see them, and they cannot see me, [hence] the mystical psychic wizardry. I worked as a freelance makeup artist and in a MAC retail store for years previous to this promotion- the product knowledge I’ve amassed in combination with my loquacious personality and savvy for social media was logical next step.

This is only what I do for MAC, though not at all what I do in my secret alter ego as a Social Media Consultant.

Talk to me about your background. You were a costumer for a Soap Opera. How in the world did that happen?

That was my wildcard career. When I was in college for Textile Science before I worked for MAC, I volunteered my services as a dresser at New York Fashion Week. My uncle, who is a Broadway Producer, caught wind, and decided I needed to be in the Theatrical Wardrobe Union. He literally walked me directly into the President’s office where I registered on the spot. The President, a well-poised, elegant woman, phoned the supervisor at the now defunct Guiding Light soap opera, and in her best showbiz voice:

“Heeeeeeey! I have a GREAT new girl here, MARGAUX! She is so ENTHUSIASTIC, and has a GREAT SMILE; you’ll just LOVE her! She just registered; she’d be GREAT for the show! I can’t talk now, but let’s do lunch! Bye babe!”

I went to work on the show the very next week, and the rest is history. This is where I decided I needed to embrace Social Media for my livelihood. I used to sit in hair and makeup in between shooting and sign the actors up on Twitter and made Facebook groups for our adventures making the television show. Then soap fans started to follow ME, and I knew I had something.

The show was very dear to me. We were cancelled last year, (ON APRIL FOOL’S DAY!) and I miss it very much. It was a privilege to work with such an outstanding group of people.

Switching gears here -what are your three favorite MAC products at the moment?

Three products I wear no matter WHAT the look, are Mineralize Skinfinish Natural, (Buffed with the #182 brush) Opulash Mascara, and Fast Response Eye Cream. I have over 1,500 individual MAC Cosmetics products in my “stock" so choosing color would be a very hard decision to make.

Over the last few weeks, we've attended a TON of techie networking events and I've noticed that you're the social media, networking, friend-making queen. When did you enter the Twittersphere? What are some tips for quality networking? And how do you keep track of all your contacts?

I just really like meeting new people. I’m a really talkative person and this reflects both in the real world, and online. Twitter is actually a very evolved form of social media for me- I used to regularly post and moderate on Ezboard communities and LiveJournals as early as 1999, and still keep in touch with friends I made then, today.

Quality networking doesn’t mean you have to reach the widest audience by talking to a million people. It means that you have to meet the right audience by talking to people who want to know more about what you already know a lot about. It's also helpful to be somewhat interesting, friendly, and approachable. This attracts people’s interest in your character, and lets them know that you’d be a super awesome/knowledgeable/hardworking member of the team. I naturally smile a lot both online and off- it's a lot like dating.

As for keeping track- I have Oompa Loompas. That was a joke. I have FIT interns. Also a joke. (I’D LOVE TO HAVE ONE, THOUGH!!!) I have a special cheat sheet and a little black book, nothing too fancy. I also have a bookmarks folder titled: “REALLY AWESOME WEBSITES” for all the new utilities I liked at NYTech Meetup, etc.

Interns... not a bad idea. Inquiring minds want to know - i.e. ME. While at the last Tech Meetup, I noticed that you often managed to add someone via Twitter, Tweet, and reference a presenters comments within the Tweet before they were finished talking. What Twitter program do you use? And how do you do this?

Haha! I did do that, didn’t I? As I said before, I am a very chatty person- tweeting instead of talking keeps me from interrupting people who are supposed to be talking!

I like Tweetdeck for personal use- it's a very easy dashboard to control my two Twitter accounts, Facebook profile, two Facebook Pages, and Foursquare account. (C’mon Tweetdeck! Integrate Tumblr and Wordpress next!) I also monitor updates with MAC related hashtags; MAC fans are pretty much really nice people, with a lot of artistic insight and brand enthusiasm. Social Media is exactly how to find conversations about things you really like and want to discuss with others.

For my professional clients, I am currently discovering Postling, a web-based social media management tool for brand management. It allows me to keep track of all my blog posts, tweets, status updates, comments, and all return correspondence. I met the Co-Founders through NY Tech Meetup and they are really smart guys with a great product.

You interact with people from all over the country. How do you think the soccer mom from the middle of Wisconsin will benefit from the technological revolution?

I think she has it better than us New Yorkers. Media consumes our space like none other. She can sit in her nice quiet SUV, waiting for the kids to come out of practice, and choose what types of media she wishes to take. She may use her shiny new tablet device to coordinate recipes and prepare dinner later in the evening, read her Cosmo mag in a digital reader, or order groceries from her local market to be assembled for pickup or delivery…. The possibilities are endless! I wouldn’t be surprised if a new wave of tech startups are designed and marketed as productivity apps by and for busy moms!

Hmm. I think you're on to something. Any developers out there DM me @missmolls. Tell me more about using technology and social media in retail. How do you think our retail experience will evolve over the next few years?

I think that phase one is over now and that most companies integrated e-commerce in the late 90’s. Many e-tailers now provide Live Chat services- a great service for shoppers who cannot experience products using their 5 senses and must rely on an expert.

With the explosion of social media, the virtual shopping experience is going to be huge; filled with rich content, more useful, personalized services. Even advertising will be smarter and less annoying because it will be properly targeted and more interactive in nature. I don’t want to reveal too much, because building the e-commerce experience is one of my current projects. My specialty is landscaping the customer experience for virtual retailers. There is so much work to be done, but most retailers understand that this dynamic shopping experience is essential to keeping loyal customers.

As far as physical stores and retail events are concerned, Diesel had an amazing promotion a few weeks ago, inviting traffic into the store with a free t-shirt for the first X number of foursquare checkins. Heavy store traffic is what makes a store seem cooler so this was a brilliant idea. Also, aside from the brands that users may follow on Twitter or Foursquare for great tips and shopping guides, there are great networking apps like FoodSpotting and Fareshare. There are even apps for retailers to use geo-tagging apps to drive customers into stores.

And finally, dream big. What's your next upcoming project?

Ah! I can’t talk about it! I’m always working on my dreams, I’ll be sure to let you know when they come true.

Tête-à-Tête Tuesdays with Molly

I'm starting a new weekly interview series, Tête-à-Tête Tuesdays with Molly. I'm interviewing people from all sorts of backgrounds who I feel have taken a unique career path, are finding success and who can offer advice and insight. So here it goes..

Introducing Matty Goldberg, comedian, writer, actor and recent L.A. transplant. You can find him on his own site and if you're looking for a little piece of his magic - you can email him @mattygoldberg.net

Hello Matty! So to give my readers some background - we first met summer of 2009. You were opening for a friend's improv group and I was there photographing their show. Aside from making fun of me for being alone (I was photographing my ex and just met his new gf!), you found out I was from New Jersey. So I basically handed to you on a silver platter half of your show. Your stand up routine was pretty funny, although like many comedians, you've gone through some serious $hit like beating a brain tumor at 18 that included two ten hour surgeries. Holy Cow. Your story of perseverance intrigues and inspires me. Tell me what you're doing now.

Right now I'm answering these questions. Sorry, bad joke. I'm doing lotsa standup and trying to develop a TV show around me in Hollywood. Everything is based on my life, my struggle, my pain. It's a beautiful, cathartic release.

What was the impetus to move to LA? Was there a last straw? A sign? A coincidence that made you realize it was time to get the hell out of NYC?

My sister moved out there 8 years ago. I'd visit and book some stand-up shows. Every time I was on stage I'd do awesome. Comics were like "move out here. No one is like you." So I always wanted to. Opportunity came, and things in NY were slow. I was happy as hell to move.

From what I've seen, it sounds like LA has been treating you well. Can you tell me what motivated you to keep going in the ridiculously trying world of stand up comedy?

MG: Stand-up comedy is such competitive, crazy business. People ask me if I'm nervous about the crowds. That's the easy part. The business is the hard part. It's this endless game of marketing yourself and self-promotion. It's something I don't like doing but must be done. What keeps me going is people saying I suck or I can't do it. Then I'm inspired to stick it in their face. My way of winning is succeeding on stage and with [other] projects.

What would you say is the number one skill to being a stand up comedian?

LIKABILITY. Right there. When I started, I wasn't likable. I came off awkward. So I kinda learned through psychological warfare to be lovable and creepy at the same time. Some comics succeed who aren't that funny. But no doubt they are LIKABLE.

Creepiness and likability. Who knew it was a recipe for success? How are you using social media to expand your career?

I'm on Facebook all the time promoting gigs, putting up videos. YouTube is big too. Can't tell you how many people from around the country stumbled upon one of my videos on YouTube and now loves me. Again, everything has changed, cause comedy is everywhere. So you have to keep up.

How has doing stand up helped you in other areas of your life?

Before I started, I was a complete mess. I really was depressed, worked at animal hospital sweeping cat shit. So doing it gave me purpose, gave me passion. I became confident and determined. It also made me love myself more and yes, got me laid. Confidence is sexy. And many girls dig a brave dude. Funny is sexy too. I still believe hot guys are more desirable than funny guys, but there certainly is a market for a guy like me.

I agree. Humor is major attraction for women and sometimes being "just hot" is boring. And cleaning up cat shit does kill a little part of your soul. I digress. When you were a kid, did you think, "I want to be a stand up comedian" or did you have another life-long dream?

When I was younger, I was into music and sports. I thought comedy was for dorks. A big misconception about nerds is we don't bask in our nerd glory. Truth is we want to be the bad ass or cool guy at the party, so I wanted to be an athlete.

What?! I totally bask in my nerd glory. Tell me a secret. What's the biggest misconception people have about you?

Two contradicting things. Because I'm very self deprecating, some people think it's all an act and that I'm smart and normal. And some think I'm a complete perverted, freak. I'm somewhere in between. My comedy is a real extension of me. I'm just not that all the time.

So you're only creepy some of the time. Good to know. In your observation, what are some of the biggest differences between LAers and New Yorkers?

LA gets a bad rap that it is superficial. I think NY is actually more. LA girls dress in tee shirts and flip flops. Everyday for a girl in NY is a fashion show. In NY, girls wear the best shoes. In comedy, NY is traditional and kinda sticks to its roots. In LA, you have lots of guys doing Dane Cook.

Well some of us need to upgrade our shoe collection. Or just move out of NYC.. How has your life changed since moving to LA? Are you healthier? Do you have a tan? A porche? A girlfriend?

I love the weather here. I went through lots of personal shit in NY so LA is fresh breath of air. If you wanna know what I have, come to a show. Oh, I love fast food in LA. In n Out is the real deal.

What are some projects you're working on now?

I wrote a pilot about an 80's metal band's manager. I am also developing a show based on me. Rest of it is a secret. It will be funny. I guarantee it. But I just love performing. If it's 2 people or 1000 people in the crowd, I'm ready to rock.

And finally, any advice you can pass on to my readers who want to make a drastic career change in their life?

EAT SHIT. If you want to do anything in this life you must pay your dues and eat a lot of shit from people. Nothing comes easy. I plan on writing a book about my journey. To get where I am today took so much failing, working for free, and doing awful gigs it was insane. But you just know it's for something bigger in the future. And truth is I'm succeeding now, cause for years I ate shit.