Meet Zachary Walker

We were lucky to catch up with Zachary Walker recently and have shared our conversation below.

Hi Zachary, so excited to talk about all sorts of important topics with you today. The first one we want to jump into is about being the only one in the room – for some that’s being the only person of color or the only non-native English speaker or the only non-MBA, etc Can you talk to us about how you have managed to be successful even when you were the only one in the room that looked like you?

As a VP of Social Media in advertising, our industry’s been known for being predominantly led by white males. As such, I’ve spent more time in my professional career being the only or one of the few in the room who looks like me. But like most things in life, depending on your outlook in life, that can either be channeled into something productive or something that controls you. Some of the things that have helped shape my bold journey:

A lack of representation can lead to diverse professionals not seeing themselves reflected in their company’s leadership or the creative output of said advertising agency. But also recognize that this gives you the ability to embrace your unique perspective as a professional. Your background and experiences can be a valuable asset to your company or agency. So, as an African American, I’ve tried to leverage my knowledge of Black culture and consumer insights to inform our clients’ work and make it more impactful when attempting to speak to diverse audiences.

One of the key factors that has propelled my success and set me apart is the development of a robust personal brand. In a landscape where the odds may seem stacked against you, cultivating a strong personal brand is crucial for making your mark in your professional journey. This entails showcasing your expertise, creativity, and unique perspective through your social media channels and website. Expand your network by actively participating in industry events, publishing thought leadership pieces on platforms like LinkedIn, and engaging in relevant online communities to establish your presence and expertise.

Speak up, be bold, and share your perspective and experiences. Your voice is valuable and can help educate others at your office and help them take the steps toward positive change. Be confident in your abilities, and don’t let self-doubt or imposter syndrome hold you back. You have earned your place at the table and deserve to be there.

Another crucial aspect of my professional journey has been championing Diversity and Inclusion. I encourage you to advocate for diversity and inclusion within your agency. Take part in diversity initiatives at your company, and lead by example. In my current role, I’m not only a part of our employee-run DE&I committee but also led a “unch and learn’ during Black History Month, actively fostering a culture of inclusivity.

Understanding and embracing cultural nuances is critical to effective communication and collaboration. Develop cultural competence by researching and learning about different cultures, engaging in cross-cultural training, and seeking feedback from diverse colleagues.

Thanks, so before we move on maybe you can share a bit more about yourself?

I consider myself an energetic marketer who brings more than a decade of experience in brand amplification and social media, including a strong background in brand strategy, working on several Fortune 200 companies.

During my professional career, I’ve been fortunate to work on iconic brands Oscar Mayer, Clorox, Kingsford, Burt’s Bees, Triscuit, Fireball Whisky, and Kool-Aid to develop and execute digital and social media content strategies that have reached millions of consumers across the globe through organic and paid social, along with influencer marketing. And I’ve also helped challenger brands like A2 Milk, Merrick Pet Care, and Maven Car Sharing, who have each worked to establish themselves in their respective categories.

My success with Oscar Mayer and Fireball Whisky afforded me the opportunities to speak at several business and networking events over the years, including Social Media Week and fast forward to today, I now help lead all things social media and influencer marketing as the VP of Social media for the Motion Agency, a midsize advertising agency here in Chicago with its roots in traditional PR. Where I support our SVP of Content Services across the majority of our accounts. and manage three junior to mid-level social media professionals.

And outside of my 9-5, I help small business owners better leverage social media through consulting work and speaking opportunities.

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?

The three qualities or skills that I believe have helped me succeed on my journey are being empathetic, having a strong work ethic, and working while having a positive mindset,

Having empathy has helped me build authentic relationships with my managers, colleagues, and direct reports,. I like to think that when the going gets tough, it’s much easier to persevere when you know those in the metaphorical trenches with you know who you are.

I credit a lot of my professional success to my time working in the kitchen of Charlie Trotter’s restaurant here in Chicago. He instilled in me a work ethic that I truly believe has helped me stand out as an advertising professional. And it’s led me to go the extra mile in terms of my work and has been a factor in achieving my goals.

And having a positive mindset helps you bounce back from setbacks, learn from your mistakes, and stay focused on your goals. But it can also impact your team’s morale. A positive attitude is contagious. As a leader, your positivity can inspire and motivate your team, leading to better collaboration and results.

What would you advise – going all in on your strengths or investing on areas where you aren’t as strong to be more well-rounded?

The age-old question of whether it’s better to be a “Master of One” or a “Jack of All Trades.” Now, this isn’t going to be a surprising answer, but I believe that starting my career as a “Jack of All Trades” helped me build the foundational skills that I needed to succeed as a senior leader in the advertising industry.

Speaking from personal experience, I started my career as a digital marketing professional, where I did a little bit of everything, including SEO, blog writing, email marketing, and social media. Even just having that limited experience helps me think more strategically and holistically when it comes to supporting my clients’ business goals.

However, if you’re a specialist in your current role, that doesn’t mean you can’t learn those “ancillary” skills. You just need to find those opportunities outside of your 9-5 because there’s a difference between reading up on a skill and actually testing it out.

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Image Credits

Image 4: SocialMediaWeek

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