Meet Nicole Cheifetz

We caught up with the brilliant and insightful Nicole Cheifetz a few weeks ago and have shared our conversation below.

Nicole, thank you so much for making time for us today. We can’t wait to dive into your story and the lessons you’ve learned along the way, but maybe we can start with something foundational to your success. How have you gone about developing your ability to communicate effectively?

“Effective communication” is frequently tossed around. Candidates put it on resumes, companies put it in job listings, collaborators talk about it, etc. Sometimes I think “effective communication” gets put in a bucket with other seemingly generic traits that aren’t particularly specific, like “well organized”. But truly effective communication is incredibly powerful and also relatively nuanced.

There are the most obvious elements of good communication: speaking clearly and stating what you really mean. But the more subtle elements of good communication, like understanding your audience and tailoring the way you speak to them, take quite a bit of effort.

The truth is being a good communicator starts with listening. Let’s say I’ve been referred to a potential new client. The very first thing I think about is the person that referred me, what is my relationship to them, what common people are in our networks, what type of work do they do, etc. I do my homework on the potential new client and enter the introductory call ready to talk not just about their business, but about our mutual connection. This means you are starting the conversation with a more human-focused lens. And during this time, you are able to read the other person. Do they seem open to a little banter, do they like to share jokes, are they reserved? The way I communicate with people in business varies upon those peoples personalities. I’m always who I am, and I take a lot of pride in my integrity, however I also have the ability to adjust so that I make the person I’m chatting with as comfortable as possible. Adaptability is key.

One frequent stumbling block I see as conversations get deeper is taking for granted someone understands the context. We can easily and inadvertently make assumptions about shared industry knowledge, or familiarity with certain acronyms, etc. I like to provide background information before launching into a topic, and it is perfectly fine to say “stop me if you are already familiar with XYZ topic”. By doing that, you show that you don’t want to assume they are familiar or not familiar with any given topic. Talking over someone’s head is not useful for anyone, but assuming someone knows nothing can be offensive. This is one of the many situations where nuance comes into play.

I’m a very direct person in the way I communicate. It is of critical importance to maintain common courtesy of being polite and respectful of course, but the vast majority of people I speak to appreciate clear communication. And if you are speaking with someone who is not comfortable with the direct approach, there are options. As an example, you could ask questions to guide that person to the point you are trying to make, rather than just making the point directly.

I cannot overstate how important it is to ask intelligent questions. People appreciate when you have a deeper interest and you would be absolutely shocked at what wonderful information people will share if you have enough patience to give them the time to answer a variety of questions. Truly showing interest in someone in a broader sense drives a relationship forward.

What I have learned over the years of working with an incredible number of vendors, having several direct reports at full-time roles, managing contractors within my consultancy, and managing agencies, is that great communication is just as much about listening as it is about speaking.

Great, so let’s take a few minutes and cover your story. What should folks know about you and what you do?

I’m the Founder and Manager of Aurora Marketing Group, a boutique marketing consultancy focused on food and beverage brands. After having the pleasure of working in-house for some incredible brands earlier in my career, I decided to give it a shot on my own. I realized that there are so many smaller CPG brands that need the same breadth of marketing services that the large brands need, but not necessarily the same degree of depth. Smaller brands cannot afford a full-time in-house marketing team, but they also don’t have the time to manage a group of contractors or several small agencies. Aurora offers maximum flexibility combined with deep experience, and that is what makes us so unique. I’ve served as a fractional CMO (in which I’m effectively managing every marketing function, developing strategy and executing as well), I’ve been on retainer for ongoing work, and I’ve also done project-based work. It just depends on the client’s needs. And I love it!

There is so much advice out there about all the different skills and qualities folks need to develop in order to succeed in today’s highly competitive environment and often it can feel overwhelming. So, if we had to break it down to just the three that matter most, which three skills or qualities would you focus on?

One quality I possess that I think has greatly helped me is genuine curiosity. Like I said earlier in this interview, I am truly interested in many things surrounding the actual task I’ve been hired to perform – from the people to the business itself. Brands always reserve the right to decide what they feel comfortable sharing with me, but the more context I have to frame my work the more effective I can be.

I get super excited about brands I see potential in. I know clients truly care about this because I’m not performing a behind-the-scenes function, I’m being hired to promote the brand to a big audience and if I don’t believe in it, that will come through in my work.

In terms of skills and knowledge, one of the most impactful learning opportunities was diving into syndicated data analytics. After my first full-time marketing role, I saw how critical it was but I didn’t have any experience reviewing and extrapolating anything from the data myself. I dove into that and it has benefited me greatly since. My advice here is: don’t be afraid to ask your company if they will support you via continuing education. Using the previous example, I went to my boss at the time and asked to attend a seminar which was a two-day deep dive into syndicated data analytics. They encouraged me to go, and the opportunity proved incredibly beneficial for myself (and for the brand in the long-term).

What was the most impactful thing your parents did for you?

I have to say that I consider myself to be one of the luckiest people on earth. My parents have both been an amazing inspiration for my entire life.

My father was an accountant by trade and realized it wasn’t for him very quickly, so he identified an opportunity and started a tradeshow business that was the first of its kind. He is one of the Founders and Former Chairman of The Society of Independent Show Organizers (SISO), still in existence today, 30+ years later. My dad is still my first call for business questions and I’ve noticed as I’ve gotten older and progressed in my career, we think a lot alike. Oftentimes we reach the same conclusion about any given challenge I’m working through with a client. From him I’ve learned it is about being fair and respectful, but also prioritizing the health of your own business.

My mother has shaped my outlook and critical thinking skills just as much as my father has. She went out on her own with absolutely no fear, as a confident young woman who wasn’t going to let anyone tell her what to do, or who she had to be. She worked several different jobs before ultimately working for my father at the tradeshow company. When she had my sister and I, she quit working but showed me what it takes to balance the management of the household with a tremendous amount of volunteer work and commitment to the community. From my mom I learned about empathy and compassion. I learned about standing up for yourself and letting your own morals guide your decisions.

I’d say one of the most impactful things my parents taught me is that often it is as simple as actually doing what you say you are going to do. Superior follow-up alone can set you apart, in your personal life and in your professional life.

Contact Info:

• Website: https://www.auroramarketingllc.com
• Linkedin: https://www.linkedin.com/in/nicolecheifetz/