On this week's episode of digital storytelling, I talk to Aleesha Smalls-Worthington. Aleesha is at Iconix Brands Group, but she's had a long history of trailblazing before that. She was basically the right-hand woman to Jay-Z, and helped discover some other small acts like Rihanna, Willow Smith and Rita Ora - you know, no big deal. Anyway, now she's building many different brands under the Iconix Group - I think you've heard of a few of them. Take a listen.
The Story of Aleesha's Career
How To Be a Fearless Digital Marketer
What It Takes To Work With Celebrity Talent
What was it like for you, starting out in digital marketing?
"Digital was new and exciting - it really was the wild, wild west of marketing! We were able to to just try things and see if they worked. If they didn't, it really didn't matter because that's the great thing about digital, you can switch it on at 9am and if it isn't doing what you want by 12pm, you just switch it off. It meant that we could test new things without fear and make changes if needed. This approach really gave me the confidence to get into the nitty-gritty and apply my entrepreneurial spirit."
What is your advice for working with celebrities in the digital space?
"Always be yourself and do your research. It's up to you to identify something new and appealing. Celebrities already know their value proposition. Help them see a new perspective but don't try to put a square peg inside a round hole. There is no one-size-fits-all, so it's up to you to find that unique positioning and maximize the opportunities you have through your exposure to them."
- "Don't be afraid of the 'Wild, Wild West' moment in social media marketing - take a shot and see what you hit"
- "Our messaging comes from the top down and filters through to each of our brands. That siloed mentality no longer exists. You have to start at home first and make sure that within the organization, you're all synced."
- "In the digital space, there is so much opportunity to make some noise and create a dialogue that makes sense on a brand level versus trying to force a particular direction."
Company Website: www.iconixbrand.com
Company Twitter: @Iconix
Personal LinkedIn: https://www.linkedin.com/in/aleeshasmalls
Company LinkedIn: https://www.linkedin.com/company/iconix-brand-group
Enjoy, and check back here for more episodes of the All the Social Ladies podcast on Social Media Today.
This article was originally published on Apple News: