We caught up with the brilliant and insightful Sasha Nicole a few weeks ago and have shared our conversation below.
Sasha, we’re thrilled to have you on our platform and we think there is so much folks can learn from you and your story. Something that matters deeply to us is living a life and leading a career filled with purpose and so let’s start by chatting about how you found your purpose.
Finding my purpose was definitely a journey. I have always felt a strong connection to the Disability Community but also an interest in entertainment and marketing. I had a hard time finding a career option that merged my passions and felt I had to pick just one. I studied Disability Studies at UCLA for my undergraduate degree but soon after graduating close to a decade ago, I went into Brand Partnerships and Influencer Marketing. For years I enjoyed my day to day job but when I went to sleep at night I felt a void, like I was not fulfilling my true purpose.
When the pandemic started in 2020 so much changed for everyone around the world, I was no exception. I took a step back to figure out what aspects of my career I liked and decided to take a leap towards work that I felt excited about. I went from Sales to a Creative role at a major Television Studio, and I was on cloud nine. During my time there I started to see there were ways to get involved at the company and push my advocacy forward. I joined a Marketing Taskforce meant to push for inclusivity and diversity in all the work we did. In each session I brought up Disability, and the importance of working with people with Disabilities in front of and behind the camera.
It was the first time I felt a connection between an area I felt passion for, and the job I loved. From them I decided to figure out a way to drive those connections further and I started my own company called The Shine Side which focuses on providing resources in Strategy, Synergy, Styling and Storytelling while aiming to shine a light on talent from the Disability Community.
During this time I also began my MBA at Pepperdine University, and while doing both concurrently was tough it also helped me to grow my business and understand how to work with others. Additionally, on a personal level I was diagnosed with ADHD in 2021, an interesting moment for me as I realized that I was part of the community I cared so much for. Looking back on my career, and where I have come since 2023 I have never been happier and I attest most of that to working everyday with purpose. I have found a way to utilize my voice and my work to focus on projects and people I care about, and responsibilities that I enjoy.
In all I think if someone is having a hard time identifying their purpose, to start with where you feel the most joy. It can be in your job, or even life. Check in with yourself during the day, try new things and see how they feel. It’s hard to see the end goal at the beginning of starting your career, but the answer is in you if you take the time to listen.
Thanks for sharing that. So, before we get any further into our conversation, can you tell our readers a bit about yourself and what you’re working on?
Sasha is the Founder of The Shine Side, which provides services in strategy, synergy, styling, and storytelling along with aiming to shine a light on talent from the disability community. She holds degrees in English and Disability Studies from UCLA and an MBA from Pepperdine Graziadio Business School.
Sasha’s decade long career includes experiences the fields of digital media strategy, influencer marketing, entertainment, and tech at companies like Hearst Media, AwesomenessTV, Fox Entertainment, ShopStyle, Zappos and Apple.
As a Director of Branded Content, Media, and Influencer Partnerships at Studio71, Sasha sold and executed over 750 brand campaigns on social media platforms reaching over eight million dollars in revenue. Though she found success in her previous roles, Sasha was motivated to make more of an impact by utilizing her educational background and experience within brand partnerships and the DEI influencer space.
The Shine Side was founded with a mission to advocate for talent with disabilities while providing them with the opportunity to advance their social presence and work with brands. Additionally, the company is aimed at making a difference through educating brand partners on the importance of producing inclusive and accessible campaigns, an initiative Sasha is dedicated to bringing forth in current and future roles.
If you had to pick three qualities that are most important to develop, which three would you say matter most?
I truly feel that people can make the most of any situation they are in, and find personal success through putting themselves out there and taking every opportunity to grow and learn. Three qualities that I think have been most impactful on my journey include being proactive, adaptive, and kind.
Always think ahead, especially when you are early in your career. Meet with people on your team and beyond, set coffee chats, and get your name and interests out there. You never know who and what opportunities will come back later in life.
Always be open to change and innovation. Do your best to stay nimble and think of ways to move your team forward even if they differ from current processes.
Always be altruistic, empathy towards others will always position you as a great teammate. Think about others perspectives, keep conversations light, and do not engage in gossip- it is never worth it!
Any advice for folks feeling overwhelmed?
When I feel overwhelmed I try to stop, breath, and think about everything from an aerial view. I ask myself a question: What is making me feel this way and why?
Once I identify the source, I create a plan to tackle and move through the feelings. If I have a lengthy to-do list I write down everything on my mind, and develop a checklist prioritized by most urgent to least.
I also try to block out my calendar and days so I only focus on certain tasks during specific times of the day. By staying true to this schedule I am able to get more done, and complete everything on my to-do list.
Being overwhelmed is normal, sometimes it comes down to now fully understanding what responsibilities are. If you are feeling stressed because you don’t know where to go or how to do something, ask for help! It’s the best way to feel prepared and ready to take on anything.
Contact Info:
- Website: TheShineSide.com
- Instagram: OnTheShineSide
