An Inspired Chat with Zachary Walker of Wicker Park

We recently had the chance to connect with Zachary Walker and have shared our conversation below.

Hi Zachary, thank you so much for joining us today. We’re thrilled to learn more about your journey, values and what you are currently working on. Let’s start with an ice breaker: What do you think is misunderstood about your business? 
Even after 12+ years since I graduated, the most common mistake is framing social media as the place where you post anything and get results. Many business leaders and small-business owners still believe success means posting five times a day. There’s misinformation out there that equates output with outcome, leading to what can be considered tone-deaf or ‘performative’ content that doesn’t resonate with audiences. The truth is, social media is not just about posting frequently; success requires strategic engagement, a fact that when understood, can unlock significant growth opportunities.

By adopting effective social media practices, you cannot only increase your brand’s visibility and reach but also build a loyal customer base and drive significant business growth. I used to joke earlier in my career that social media felt like an afterthought—something someone’s niece or nephew could handle. But at the same time, I’m incredibly optimistic because every time our agency has the opportunity to disprove the idea that social media is just for kids/posting cute pictures, we unlock massive, measurable growth opportunities for our clients. We move them from being a brand that advertises to a brand that genuinely belongs in the conversation.

Can you briefly introduce yourself and share what makes you or your brand unique?
Hello! I’m Zachary Walker, an energetic marketer and strategist who sits at the exciting intersection of social media, cultural trends, and measurable business growth. With over 12 years of experience specializing in social and influencer marketing, my mission is simple: to transform how brands connect with people globally.

Currently, I serve as the VP of Social Media at Highwire, a large advertising agency that has deep roots in PR and a strong B2B focus. I lead all social media across most of our accounts, driving innovation and ensuring strategic alignment across departments, with the invaluable support and contribution of my team.

Okay, so here’s a deep one: Who taught you the most about work?
That’s an incredibly insightful question, and the answer, for me, lies not in a classroom or a corporate setting, but in a kitchen: specifically, Charlie Trotter’s restaurant. While my marketing career has been built over the past 12 years, the core values and work ethic that define my leadership style were forged when I was a line cook there, long before I even went to college. This leadership style, rooted in discipline and perfection, has not only shaped my career, but I hope it’s inspired and motivated those I’ve had the pleasure to work with.

My time at Charlie Trotter’s was not just a job; it was a hands-on education in perfection, discipline, and relentless self-improvement. It provided me with practical insights into the work that no professor or supervisor could match. The team at Charlie Trotter’s, led by the visionary Charlie Trotter himself, taught me that the difference between good and great is the intention and discipline you bring to even the most mundane tasks. This practical wisdom guides every strategic plan and leadership decision I make today.

If you could say one kind thing to your younger self, what would it be?
One of the most valuable lessons I’ve learned is to ‘Focus on learning, and not on the results.’ If you knew me or saw my grades in school (even up through college), my GPA does not reflect the professional and personal success I’ve had in my life. I don’t know if I would have told myself to be an A student in school, but I definitely didn’t see the full value in learning when success was determined by how well you remembered something. Clearly, I love learning, from going back to school for my Executive MBA to the other certifications I’ve earned. And I think my misperception of school at a younger age impacted how I showed up as a student. This realization has enlightened me and inspired me to value learning over results.

Next, maybe we can discuss some of your foundational philosophies and views? Is the public version of you the real you?
Every year, I feel I’m getting closer to living this truth. I strongly advocate for being your authentic self, a principle I apply in both my personal and professional life. In my work, I encourage my clients to focus on those who resonate with their message, rather than trying to win over those who don’t. It’s a challenging path, but I’d rather be true to myself and let go of opportunities that don’t align with my authentic self. I wouldn’t have enjoyed being in those rooms, and I couldn’t have been my true self.

Before we go, we’d love to hear your thoughts on some longer-run, legacy type questions. If you knew you had 10 years left, what would you stop doing immediately?
I would get better at saying “no” to things that aren’t important to me and my personal life. For instance, I would decline invitations to events I’m not genuinely interested in, or set boundaries at work to avoid taking on tasks that don’t align with my personal goals. I’m sure we’ve all experienced seeing friends, loved ones, and even acquaintances pass away suddenly, and even as we come to terms with our own mortality, it’s hard to say, “I’m going to only do things that bring me joy and fulfillment.” And at the same time, I would spend as many days during those 10 years with the people I care most about, doing the things I love most.

Contact Info:

• Website: https://www.walkerzach.com/
• Instagram: https://www.instagram.com/wacharyzalker/
• Linkedin: https://www.linkedin.com/in/walkzach/
• Youtube: https://www.youtube.com/@wacharyzalker

Image Credits
Photo credit of “Dinner” photograph: Popular Pays and Smooth Media