When I spoke to the Master in Marketing this week, I was surprised at how seamlessly she had combined her two professional loved ones, digital marketing and life coaching. I admit that I have been skeptical about life coaching in the past, but this conversation has changed my opinion. As a life coach, she developed a framework that she calls the three lake – more – that can help every marketer improve her game.
Meet the master
Sheena Hakimian
Senior Director of Digital Consumer Marketing at Condé Nast And certified life coach
Funny fact: Sheena’s trip to the life coach started in her favorite restaurant in NYC, Piccola Cucina, and led her to an eight -month certification course. “The best decision I’ve ever made,” she says.
Lesson 1: Concentrate on what you can control.
“There is just so much change,” says Hakimian, in what I would consider at the moment as a rough understatement. “From the (shifting of the traffic patterns) to us not to know exactly how AI will shape our jobs in the world.”
If you concentrate on all of this at once, it becomes disorder. (See: my brain.) And all these uncertainties simply breed more. But “How do you build resilience towards uncertainty?” Asks Hakimian. “Due to the concentration on the things you can control.”
As a marketer, this could look like your data tell you, understand your customer needs or let your e -mail lists grow.
Condé Nast has a very diverse series of brands – PitchFork, The New YorkerAnd Vanity fair It is only a couple – so Hakimian took the time this year to “cut and dice. Understanding different segments of their website and the way they react to different parts of their funnel”.
“We know that we can no longer have a uniform strategy on our website,” she says. So about this cutting and dice: it carried out A/B tests within the political section of Vanity fair. And she found that the readers’ permits to have a free article before the gating of the content – ie a subscription – led to A 20% increase in subscriptions In their test panels.
Hakimian and her team have taken a lot of time in the past six months to test this thoughtfully – because what you Do With the data Is Something you can control.
Lesson 2: Make your boss’s life easier.
“What (speaks my boss) that it may not be the KPI leaf?” Asks Hakimian. It is not a rhetorical question: You cannot solve business problems if you don’t know what you are. “The attitude is, I am here to make my boss’s life easier.”
This does not mean that Hakimian does not take care of himself – “that only means that only I am responsible for the people who are responsible for my career.“”
She has spent a large part of this year to be a good communicator, even share her communication goal with her team and ask her to be accountable.
And that means being a good listener.
Do you want to influence an influence? “Listening actively – if you really listen,” says Hakimian, you can ask better questions and find more clarity. Regardless of whether it is a 1: 1, a zoom meeting or even an all-hand company, Hakimian keeps your ears open to problems, symptoms or other bugbears.
“And then I can simply shift my way of thinking – and solve it for it.”
Lesson 3: Build up a strong personal brand.
As a life coach and digital marketer, Hakimian sees her own personal growth in particular for your self-confidence in your marketing career.
“A great concrete way to actively build more self-confidence-and ultimately self-esteem of Building a strong personal brand“She tells me.
It is not that your digital presence is fewer Important – “We have to take control of how we are perceived online,” she says – but Hakimian is “on the mission to remind people of how they are (personally) perceived. Really important.”
In fact, so important that Hakimian has built up a frame that she calls the three lake: How you see yourself, how others see you and how you see your future. She uses this proprietary framework in her business with lifelong business to build other people a strong, oriented personal brand.
But like every good marketer, Hakimian tested it first – for himself.
“It has released a large part of this imposter syndrome so that I can enter into your job as a marketing manager at Condé Nast a few of this imposter syndrome and take risks and take risks. And that, she says, will highlight you.
Questions
The question of this week
Did you find that AI affects your work at Condé Nast? If so, was it a positive or negative net negative? In many ways, the spread of AI content makes high quality content, especially with regard to educational content. I am always curious about how this new technology affects other areas? – Max Miller, founder and host, tasting story
The answer this week
Hakimian says: From a marketing and subscription point of view, we are excited to see how AI can help us to offer more dynamic, personalized experiences on our websites. Nevertheless, human touch is still the heart of our strategy, especially when it comes to a brand voice and creative direction.
The rise of AI-generated content has actually made high quality, thoughtful content even more valuable. It is easier than ever to pump out content, but much more difficult to build trust, credibility and originality.
At Condé Nast, our unique advantage is still our storytelling and editorial integrity. AI is a tool for us to scale and not replace our voices. Overall, I would say that it can be a net positive if it is used on purpose. But like everything else, it depends on how thoughtful it is integrated.
The continued question of the next week
Hakimian asks: (Our next master in marketing has) an incredible reputation for understanding gene behavior and creating authentic, community-first content. How can you in a world that constantly pursues virality, consistency of creativity and what advice you would give brands that try to build real relationships over time, not, not Only to reach?
