Tanya works at the intersection of Brand and Purpose and has expertise in creating strong emotional connections with stakeholders at all levels. She has led global social media campaigns that went viral, helped non-profits raise millions of dollars via cause marketing programs, and built successful lifestyle brands. She is skilled in building strategic partnerships and creating public/private collaborations in support of business goals and societal good. Her depth and breadth of experience includes leadership roles in marketing communications and branding as well as corporate social investment and non-profit work. She has worked at Turner Broadcasting, Carter’s and OshKosh B’Gosh, Build-A-Bear Workshop, and Habitat for Humanity International.
Please share your career story with us. How did you get to where you are today?
I started my professional career at Turner Broadcasting as an intern while I was still in high school. This dynamic, entrepreneurial company was a great launch-pad for my career. I was young, inquisitive and fearless; willing to take on any challenge and work autonomously with minimal direction. I found early success at Turner, but decided to change course mid-career in an effort to do work with more personal meaning, so I took a role building the corporate philanthropy practice at Carter’s and Oshkosh B’Gosh. I have realized that CSR (or corporate purpose) and brand strategy should go hand-in-hand. Now that more and more CEOs and CMOs are recognizing the need to have and articulate an authentic corporate purpose, my diverse background in brand management and marketing as well as non-profit management makes me uniquely qualified to help them align their brands with purpose.
Overall, has it been relatively smooth? If not, what were some of the struggles along the way?
I have been very lucky in my career to work with wonderful brands and people. It has not always been smooth; there have been times when I took a leap of faith and left a role for another, and things didn’t work out as I’d hoped. I have learned that every step has had value and ultimately proved very helpful in rounding out my experience and helping me get a broader perspective.
What is “success” or “successful” for you?
Success for me is helping brands identify their purpose and ability to authentically contribute to the greater good. I am most proud of the times I have helped companies leverage their existing assets to create social impact.