We were lucky to catch up with Audrey Yacou recently and have shared our conversation below.
Alright, so we’re so thrilled to have Audrey with us today – welcome and maybe we can jump right into it with a question about one of your qualities that we most admire. How did you develop your work ethic? Where do you think you get it from?
I attribute my strong work ethic to a combination of factors, starting with my upbringing. My parents instilled in me the values of diligence, responsibility, and perseverance from a young age. They always emphasized the importance of giving my best effort in everything I do, no matter how big or small the task.
Additionally, my educational and professional experiences have significantly shaped my work ethic. Through various challenges and opportunities, I’ve learned the importance of discipline, time management, and maintaining a positive attitude. Working in PR and marketing, especially in the dynamic field of tourism, requires adaptability and a proactive approach, which I’ve developed over time.
Moreover, my passion for promoting the beautiful Guadeloupe Islands and my commitment to my role within the organization drive me to consistently strive for excellence. I find immense satisfaction in seeing the results of my hard work and the positive impact it has on our community and visitors. This intrinsic motivation keeps me dedicated and enthusiastic about my work every day.
Appreciate the insights and wisdom. Before we dig deeper and ask you about the skills that matter and more, maybe you can tell our readers about yourself?
The sun-drenched shores of Guadeloupe were my playground, a heritage I hold dear thanks to my parents – a Guadeloupean father and a Martinican mother. Growing up surrounded by vibrant traditions and a close-knit community, I developed a deep love for family and culture. Island life wasn’t without its challenges, but my parents instilled in me the resilience and adaptability that would one day lead me to the bustling streets of New York City.
Fueled by my island roots, I pursued a Master’s degree in Communications and Marketing from the New York Institute of Technology. The marketing world quickly embraced me, and I climbed the ladder, transitioning from Digital Marketing Coordinator to Digital Manager across different agencies. Now, as the PR and Marketing Executive for the Guadeloupe Islands Tourism Board, I’ve come full circle – promoting my beloved homeland in the USA.
Putting Guadeloupe on the map in the US market was no easy feat. Traditionally, our tourism focus had been on Europe. My mission was to diversify our clientele and attract American travelers. The competition was fierce – established destinations like Jamaica, the Dominican Republic, and St. Maarten dominated the Caribbean landscape. We even faced confusion between Guadeloupe and a completely different location, Guadalupe, Mexico! To stand out, we had to think creatively. We needed to showcase what makes Guadeloupe unique – it’s far more than just a beach destination; it’s a cultural gem.
This role is more than a job; it’s a passion project. Showcasing Guadeloupe’s rich cultural tapestry, beyond its breathtaking beaches, is a constant thrill. One major highlight was coordinating the filming of PBS’s “Bare Feet” episodes on our electrifying carnival, which went on to win Silver Telly Awards in 2022 and 2023. Highlighting the legacies of Guadeloupean heroes like violinist and civil rights champion Chevalier Saint-Georges and celebrated author Maryse Condé through major PR events in New York was another source of immense pride. These efforts are paving the way for Guadeloupe to be recognized as the Caribbean’s next cultural hub.
A moment etched in my memory is our triumphant participation in the 2020 New York Times Travel Show. We launched new air routes from New York (JFK) with JetBlue and even won the People’s Choice Award! Our impact extended beyond the show floor, culminating in the incredible honor of ringing the New York Stock Exchange bell alongside other sponsors. And who could forget celebrating the inaugural flights from New York in 2020? The vibrant sounds of carnival music and the taste of Guadeloupe filled JFK Terminal 5, making it a truly special occasion.
This year, my dedication and passion for promoting the Guadeloupe Islands were recognized with a nomination for a tourism medal by Atout France, the French Government Tourist Office and the Consulate General of France in New York. This personal milestone signifies that my efforts have made a real difference in attracting tourism to this place so close to my heart.
Sharing the beauty and culture of Guadeloupe with the world is more than just a job; it’s a mission, a passion. Every accomplishment, from securing coverage in top publications like The Wall Street Journal, The Washington Post, and CNN Travel to organizing major events, fuels my fire to keep advocating for the region and pushing the boundaries of excellence.
Looking back, what do you think were the three qualities, skills, or areas of knowledge that were most impactful in your journey? What advice do you have for folks who are early in their journey in terms of how they can best develop or improve on these?
Looking back, the three qualities that were most impactful in my journey are resilience, adaptability, and cultural appreciation. These attributes have been crucial in navigating the challenges and opportunities in my career.
Resilience has been key to overcoming obstacles and staying focused on my goals. There were times when things didn’t go as planned, but maintaining a resilient mindset allowed me to persevere and find alternative solutions. For those early in their journey, I recommend embracing setbacks as learning opportunities. Building resilience involves staying positive, being patient, and continuously pushing forward despite challenges.
Adaptability has also played a significant role. The marketing and tourism industries are constantly evolving, and being able to adapt to new trends, technologies, and market conditions is essential. To develop adaptability, be open to change and willing to learn new skills. Keep up with industry trends, seek feedback, and be flexible in your approach. The more adaptable you are, the better you’ll be at handling unexpected situations and capitalizing on new opportunities.
Cultural appreciation has been vital in my role, especially in promoting the unique heritage of Guadeloupe. Understanding and valuing cultural diversity has enabled me to create authentic and compelling marketing strategies. For those starting out, I advise immersing yourself in different cultures and perspectives. This could involve traveling, reading, attending cultural events, or simply engaging with people from diverse backgrounds. Developing a deep appreciation for cultural diversity will not only enhance your professional capabilities but also enrich your personal growth.
In summary, resilience, adaptability, and cultural appreciation have been the cornerstones of my journey. In my opinion, by focusing on these qualities, you can navigate your career more effectively and make a meaningful impact in your field.
We’ve all got limited resources, time, energy, focus etc – so if you had to choose between going all in on your strengths or working on areas where you aren’t as strong, what would you choose?
I believe it’s important to strike a balance between focusing on our strengths and improving our weaker areas. Leveraging our strengths allows us to excel and differentiate ourselves, while addressing weaknesses ensures we are well-rounded and adaptable.
In my role as PR and Marketing Executive for the Guadeloupe Islands Tourism Board, my strengths in communication and cultural appreciation have been instrumental. They have enabled me to create engaging narratives that resonate with diverse audiences and effectively showcase Guadeloupe’s unique heritage. However, I also recognized the need to strengthen my technical skills in digital marketing and stay current with industry trends, particularly with the rise of AI and other advanced technologies.
For example, my strong communication skills and cultural knowledge have always been key assets in my work. However, understanding and integrating AI-driven tools into our marketing strategies became essential to staying competitive. By investing time in learning about AI and other emerging technologies, I was able to enhance our marketing efforts with more personalized and data-driven campaigns.
Focusing solely on strengths can lead to significant achievements, but it can also create blind spots that hinder overall growth. By addressing weaknesses, such as my initial lack of knowledge in AI and digital marketing tools, I became more versatile and better prepared for the industry’s evolving landscape. This not only improved my ability to execute comprehensive marketing strategies but also made me more adaptable in an ever-changing field.
Ultimately, while it’s crucial to leverage our strengths to achieve excellence and stand out, we shouldn’t neglect areas where we can improve. Striving for a balance allows us to become more resilient and versatile professionals. Embracing new industry trends and technologies, not only fosters personal growth but also drives greater success in our careers.
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- Linkedin: https://www.linkedin.com/in/ayacou/
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