In this interview, we had the pleasure to talk to Ani Hakobyan, a marketing leader with more than 7 years of experience working in paid media. She is now the Head of Paid Social at Sistaco, a vegan, non-toxic & cruelty-free nail kits brand. Take a look at this interview to learn more about Ani’s journey in marketing!
Can you tell us a little bit about your background and how you got started in your field?
I’ve always had this urge to sell things. Even in school, I sold a short essay to a classmate for 25 cents. But anyways that’s not how I got started in Marketing… or maybe it exactly is!
I was a university student, thinking of ways to EASILY earn money, when one day I heard about a non-paid internship at one of the local agencies. After exploring the company and the people who worked there, I thought it was a place with huge growth opportunities, so I applied for the internship – it turned out to be one of the best decisions in my career. I passed my internship in the research department, and in 3 months I got a job offer and joined the digital advertising team. And so began my amazing journey.
Since then, I fell in love with marketing and have been working in this field for 6+ years now.
And those were craaazy 6 years, with all the stuff going on – first $1mln in ad revenue, online course creation, Meta ad account hack (yikes!), taking over a managerial position, successful Email/SMS campaign launches, crazy Black Fridays, mentorship, consulting and so much more!
What are some of the biggest challenges you’ve faced in your career, and how did you overcome them?
Delegating. I was one of those people who loved to do everything myself, rather than taking the time to explain it to someone else and trusting them to do it correctly.
I thought that if I didn’t do it myself, it wouldn’t be done right. However, I eventually realized that everyone deserves a chance and as a bonus it can free me up to focus on more important things.
What are some of the most important lessons you’ve learned throughout your career, and how have they influenced your approach to leadership?
Speak up! When you are having issues at work, don’t expect upper management to magically know about it. And as a leader, create an environment where your team members feel comfortable coming to you with their work-related concerns.
Stay curious! Avoid getting stuck in a rut and always keep your learning mode on. The field of marketing is constantly changing, and as a leader, it is important to stay up-to-date on the latest trends and best practices. This means being willing to learn new things, experiment with new ideas, and encourage your team to do the same.
One thing that people don’t know about you?
TV shows are my comfort zone!
Here are a list of my recommendations!
Feeling sad? – The Office
Missing old days with friends? – FRIENDS
Feeling super smart lately? – The big bang theory
Feeling happy? – The Office
Missing old days with family? – Modern Family
Feeling supernatural? – Supernatural
Tired of your remote job? – The Office
… now you know what my favorite show is!
What advice would you give to young professionals or entrepreneurs who are just starting out in your field?
Life isn’t always fair, but that doesn’t mean you can’t achieve your goals. If you want something, you need to work for it. Don’t wait for someone to hand it to you on a silver platter. And when you do achieve your goals, take the time to celebrate your success, because you deserve it!
The scheme is simple:
Set realistic yet ambitious goals > Break down goals into smaller steps > Create a plan of action > Be persistent > Celebrate your success!
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