Social media, email, and content marketing expert specializing in building project maps using the RACI chart method | Helping B2B companies implement a 9-point strategy to drive long-term and sustainable growth
A good curveball is an opportunity (remember, problems are opportunities) to:
1 – Own your dreams.
2 – Reimagine the world.
Own Your Dreams
To own your dreams, you must recognize, acknowledge, and value the fact that something is waiting for you out in the world.
It is there to fulfill.
It exists to make you happy.
You are satisfied when united (or reunited) with it.
It becomes a part of you and can be shared with others.
Owning my dreams is being connected to work I’ve always envisioned doing—building a sustainable and scalable brand that will influence people inside and outside the operation.
Reimagine the World
Second, to a good curveball is our ability to reimagine the world. Through a clear and defined vision and mission, we can accomplish anything. With a good heart and holistic stance, our world can become something better, more equal and more understanding.
Reimagining the world involves pushing boundaries, setting new standards, and developing a structure or process that leads to innovation, progression, and growth.
I think I get thrown more good curveballs as I age, so I hope this becomes the norm and the opportunities don’t cease!
As I continue to inspire and empower people to make a difference in their daily lives, I recognize three things that matter to me today. Of course, there’s always more, but let’s get started with these!
One of the biggest influencers in my marketing career has been the formative relationships I have built over time—in both the long and short-term. Having a direct report has taught me to be vulnerable and courageous as I’ve had to steer a small team in a viable direction while maintaining strong, personal connections which benefitted the entire team. I am particularly grateful for the opportunity to work directly under the Founder and CEO of Clearbridge, Ryan Kononoff. He has taught me many things about engagement and the effort required to make meaningful projects matter to an audience. I am also thankful for every other team member I’ve had the chance to grow alongside.
You are bright.
You are dedicated.
You are special!
2 – #goodenough
This is one lesson that has helped me to conquer my perfectionism. I recall working on one of my first projects, a new brand book (or later called a Playbook), which in scope was a huge undertaking that could have demanded months of work. But with the knowledge that a marketer should be agile, or as the Agile Marketing Manifesto states –
“To keep up with the speed and complexity of marketing today, we must deliver value early and often over waiting for perfection.”
In creative marketing, we challenge ourselves by generating work that is original, unique and that manifests a change in its surroundings. In analytical marketing, we must use data sets to quantify results. Pairing the two (creative + analytical marketing) is where #goodenough truly shines—we can experiment to determine what approach works the best, and we don’t have to wait to be enlightened. We should find insights with every movement or decision we make!
3 – Indispensability
I rarely finish an entire book in one sitting. It’s often hard for me to finish it at all. I prefer to scan information and read what will be of value to me. Such was the case with Seth Godin’s book Linchpin. As he writes –
“You have brilliance in you, your contribution is essential, and the art you create is precious. Only you can do it, and you must.”
Such an important lesson because it’s much too easy to forget your worth. We must use every inch of our being to recognize and become more self-aware. In marketing, the potential to get lost in a sea of tasks and activities might forsake where the value truly lies—creating, ideating, and examining the wonder and change that a type of approach can incite.
Being indispensable takes:
A growth mindset
And most importantly…talent. You can’t duplicate indispensable work. I truly believe this!
A pièce de résistance, I hope you find value in reading it!
Capturing imagery + text in an intertwined relationship is fascinating work. There’s something about mingling elements, contrasting colours, and purely expressing a message that excites me.
Infographics are a great example of this type of communication. Well done work leaves me breathless (in a good way). So, to jump right into it, here are some things to consider when creating powerful infographics.
An infographic (information graphic) is a representation of information in a graphic format designed to make the data easily understandable at a glance.
Why do we use them?
Infographics are a great way to communicate ideas quickly and effectively. They help to simplify the process of presenting a message or data and help to establish connections, patterns, and relationships that allow us, as the viewer, to gather specific information.
Anything that’s too wordy, difficult to understand, or mind-numbingly full of roundabout detail. And it’s not about getting a quick fix. Some of us—me on occasion—enjoy digesting a mouthful of words. Still, no one can deny that pictures make everything easier to take in!
In 2019, 74% of marketing content contained a visual element. That’s not surprising, considering a whopping 90% of all information transmitted to the brain is visual.
Leaving us to believe that when you come across visually appealing content, you are much more likely to retain it. You might even share it with someone else after you’ve frolicked in its delight.
I am so excited to share these because designing them was such an enjoyable experience. I feel like I achieved what I was going after—visually describing our work and what we want to be known for (our #bestwork). I hope you like them! If you have any suggestions for modifications, let me know, I am always happy to make things #better!
Yearning for more design content? Check out these blog posts:
I love to write, and emails are a breath of fresh air.
No editing. No fancy words. No issues over length. No need for profundity.
It has been almost five years since I left Bell Mobility to pursue a career in marketing, and one thing that has drastically changed is how often I communicate via email.
I miss the simplicity of it all. I miss reaching out to my clients daily. I miss the back-and-forth motion that builds connection.
At Bell, I had so many great relationships; I used email to build better ones along the way. It was just so damn efficient. Templates allowed the writing to take shape quickly. In mere minutes, I was sending off concise and compelling messages. Over and over again. Each email was re-read once, at most twice, and then sent so I could continue to the next case. It was a beautiful workflow, and it was all supported by Salesforce.
And by the way, I am trying to write more like Seth Godin. Also, finding my way back to my university days. My favourite professor and mentor, Paul Woodrow, graded an essay I wrote on the fallacies of Coca-Cola, commenting in tiny writing and bright green ink, “Swift and punchy, Chona!”
So begets my email manifesto –
I will always try to write swift and punchy.
If I can remember to, that is.
Alas, I have a pop quiz for y’all.
I want you to decide which entry below is authentic, meaning not edited. And which one is “fake”, as in completely and utterly revised from its original style + tone.
How can you tell? What gives it away? Which is written better?
Ah, so many questions to ponder, but if only we had more time.
Off to bed, now, enjoy the exercise!
For all my years as a Corporate Account Manager at Bell, some of my fondest memories included writing emails. I loved how fluid and uncomplicated it was to craft messages on the spot without spending copious amounts of time editing. I would not mind working on some ideas to “wow” our current and prospective customers with something easy to read, memorable, and impactful!
I spent many years as a Corporate Account Manager at Bell, crafting friendly and professional emails. I thought it was so exciting (yup, I love communication!) to be able to write something on the spot that didn’t require any editing. It’s an art form really. Would love to work on some ideas to incorporate more emails into how we communicate with our customers.
Job hunting can be gruelling. For six months, I searched for the perfect fit. I did everything I could to embrace the energy, excitement and engagement that comes with it, but frankly, I was exhausted. Each step required work. Hard work. It felt like a fight for my future. I was gaining momentum, but I did not feel empowered. I wanted to make positive decisions that would bring me closer to achieving my goals. So I created a mission statement to give me a sense of purpose. I added it to my resume with gusto –
My vision as a marketer is to empower and inspire people to make a difference in their daily lives.
These words, within my experience, proposed change as a way to improve and move forward. Suddenly, I was motivated to find the next step in my career and not just a new job. Suddenly, I was searching for similar words in job descriptions as a way to feed out mismatched opportunities. I felt like I was in control. By developing this meaningful statement, I was working on myself. I started to see that helping others was important to me, and I wanted to find work that would help me grow into a person who could Make Change Happen.
Making my routine move, I visited their website. A sentence, written in white, spread across the front page drew me in. Helping you do your best work. It reminded me of my mission statement! I envisioned the word empowering substituting the word helping and knew at that moment that my marketing mind was intrigued. Then I thought, what is my best work? The answer to that? Me. I decided right then and there that Clearbridge was invested in this tagline—they want to empower their customers to do their best work and employees to be the best versions of themselves. This brief exercise in recognizing worth drove me to apply, and the rest? Keep reading.
We always have a choice and the option to take the first step. In the context of job hunting, if we choose the best option, that is, making positive decisions that bring us closer to achieving our goals, then we are empowering ourselves. The concept of connection becomes a critical building block here. Connection is about linking two entities that work better together (think: peanut butter & jelly). When you take time to recognize a connection (they stick so well together) and then work toward building that relationship (how many versions of a pb & j sandwich could you make), you are creating the best ways possible to put yourself in a favourable circumstance (eating the pb & j sandwich), and there is nothing more empowering than that (delicious).
Learning to see
Since becoming a marketer, I’ve been inspired by the work of Seth Godin. He says you can’t be seen until you learn to see, and this was my experience applying for the Marketing Coordinator position at Clearbridge.
My first interaction was with Amanda, the People Operations Coordinator. Bright and outgoing, she started our conversation with a compliment. Now, how often would that be the way to begin an interview? I was drawn to this approach. She acknowledged me (creativity and all), and I appreciated that. Acknowledging or demonstrating gratitude and acceptance is one of the best ways to get to know someone (am I right Amanda?).
After a spirited discussion about my interests, work history and marketing experience, Amanda reinforced our connection through her use of positive language and overall eagerness to empower me through the next step. I was impressed and wanted to learn more about the position and the company. I was starting to see what Clearbridge was about! She scheduled a meeting with the CEO (Ryan) and Operations Manager (Allison) early the next day.
The interview went smoothly, and I noticed something about Ryan and Allison. They were both contemplative, friendly, and engaged. There were moments when I got stuck on a few questions—I get nervous. I used these opportunities to find inward answers and show my resourcefulness. There was a lot of feedback. It felt like we were all learning from each other. By the end of the interview, we were smiling pretty hard, and for the first time in a long time, I felt seen.
I returned to work feeling ecstatic about the new connections I had made. It felt like they were offering me the opportunity to take my career to the next level, focus on what mattered the most, and grow as a person and creative marketer. Minutes later, I received a phone call from Amanda. To my delight, they offered me the position!
Doing better is often described as arriving home. This is what I felt when I joined the team at Clearbridge. Suddenly, there was a better space for me to dream and create (more peanut butter & jelly sandwiches, right). I was welcomed into a cool, bustling office filled with natural sunlight and a sense of possibility. During my first week, it felt like each day was a chance to do better and become a better person. Someone my peers could rely on. I learned that my true calling was not just about fulfilling a lifelong dream or pursuing an arbitrary passion. It was about being connected with the right people and being in the right place at the right time.
Sitting at my new workstation, I leaned back into my ergonomic chair and beamed.
When you know something is just right, you know it is (I can’t stop with the pb & j references!). But there are a lot of clues that can help you see better.
Here are some I can take away from my first week at Clearbridge:
When the team takes time to put you through a well-thought-out onboarding process, you know they are devoted to empowering you, helping you feel ready to take on the responsibilities of your new role.
Working in a space that promotes collaboration for someone with creative inclinations is living the dream. I can’t wait to see where it takes me.
Joining a company that embraces change is everything. This especially matters when you’re creative because ideation thrives in a facilitative environment. If I’m able to grow creatively, I know I will become a better marketer and, in turn, can create and develop the best ideas because I am part of a group of people now who value that too.
Feedback is essentially a means of trust. It allows us to discover possibilities, and at the same time, we earn the right to discover our peers’ communication styles. Once we unlock this type of interaction, we can evolve as human beings and accomplish larger goals, like I’ll be honest—changing the world!
In pursuit of innovation
Seth Godin says, “The first step on the path to making things better is to make better things.” This is now my truth since joining Clearbridge.
I’ve always been driven and ambitious. From a very young age, I partook in various extracurricular activities, from public speaking to creative writing and sign language classes to competitions with my classmates on who could act out The Babysitters Club book series with the most panache. Life back then was always about showing the world who I was and what I was capable of.
In my first week at Clearbridge, I feel like that kid again, taking on my dreams as if there were no limitations. I’ve also learned a thing or two about communication strategy. For one, you need a dedicated team that wants to make change happen for anything to improve. You also need to be laser-focused on outcomes and putting the best systems in place to win in every situation. We must constantly be challenged to innovate in our domain, then share our knowledge with one another, our customers, and partners.
We are doers
From snacks of every kind (lots and lots of chips, locally-made ice cream, and most critically, Phil & Sebastian coffee) to a business book library, the environment at Clearbridge supports doing. There’s no hiding in a cubicle as if you didn’t exist. It’s more like—look around you and see. See everyone and everything in its place. I’ve already started working on a social media strategy that will educate and engage our audience around technology, helping them find pertinent information (hello cybersecurity), how-to-dos, tips, tricks, and hacks that every person can find handy. I am also working on a company manual that entails everything from branding guidelines to who we are to our communication strategy. It will be a living document and serve as an introduction for future Clearbridgers.
Building great relationships with great communication
So, it all comes down to this—through empowerment, connection, communication, and the desire to do better (and find the best ways possible), we can succeed in work and life. I know that’s a big statement to make, but since joining the team here at Clearbridge, I feel that is the journey I am on. What’s more, I am starting to build strong relationships founded on intention. We are all here to do great work. We all want to understand that. I hope my time will be productive, meaningful and filled with positive transformation for Clearbridge and me.
How did you feel when starting a new job and what made you think it was the right choice? Share your comments; we would love to hear them!
After all that hard work, you’ve finally made it here.
I’m ready. She’s ready. She’s finally prepared!
“Where are you going?” it asks quizzically.
Well, I am headed toward reality.
It’s bursting at the seam from being grappled for so long.
I’ve been waiting, hankering, perfecting my song.
“Do you know where you’re going?” it asks once again.
Well, I certainly have an idea. The spot is a delight. Filled with smiling faces, happy circumstances and scenarios of hard work.
“Well, welcome home then, I suppose!” it pats my back congratulatorily.
Why, thank you, my friend! Now, let’s pencil this in!
A little explanation:
On Monday, March 14th, 2022, I had a wicked phone interview that started with a compliment about the same content you’ve been passionately reading here on ChonaBLOX. Swiftly, I was scheduled super bright and early the next day, Tuesday, March 15th, 2022, to meet the CEO and Operations Manager of Clearbridge Business Solutions. I walked away from that interview, thinking I had done horribly. And as I arrived at work, I furiously texted my husband, saying, “Man, I’m worried. I don’t think I did that well.” But it turns out I did because I received a phone call within minutes saying they wanted to offer me the job! So, it’s done. I’m starting a new journey with my new company, Clearbridge. So excited! This is going to be a lifetime experience. Can’t wait to get started!
Day to day, I think of ways to express the importance of change. How it can help guide us toward growth. How by honouring and trusting in it, we can start to thrive.
Still, we have such a hard time adjusting our habits. They are formed and a part of who we are, though not always good for us.
What happens when you start the process of change and go backwards, reverting to previous habits, undeciding that you’re brave enough to follow through and succeed?
These are the questions I am constantly asking myself. What will be the conclusion? How come we’re not there yet? Will we ever arrive?
And so, as change is constant, we can only continue on our quest, taking the small steps to bring us closer toward our goals.
As you search, tell yourself you’re alright. Then, document your actions and take time to examine how you got to each stage. As Deepak Chopra says, “All great changes are preceded by chaos.” Chaos being –
I am so passionate about educational marketing. It inspires me to look beyond the standard expectations of my role. For this project, I tried to situate myself in the mind of a teenager reading a presentation about a job in farming. It’s so much more than that though. It’s igniting their energy with thoughtful and calculated design. It’s creating flawless headlines and engaging copy that will leave them fascinated and motivated. More urgently, it’s about arming that younger generation with the knowledge to pursue a rewarding career in an ever-growing and transitioning industry.
Our primary call-to-action invokes us to – farm smart start today. We’ll provide you with the education and the technology to succeed. To change your operation for the better. To help the planet survive. So let’s band together and fill each other with hope to prepare ourselves to fight with our minds and hearts to beat global problems like a growing population, food waste, and climate change.
I hope to participate in more projects like this in the future and maybe even join the classroom for some face-to-face interaction and hands-on teaching!
Read more about the project I launched here. Alongside a blog series, these are the assets I designed for the students:
And here are the blog graphics that were used to complement the content. I mimicked a rainbow effect because the colours of a rainbow positively impact our brains, affecting emotions, mental clarity, and energy levels. We all know long nights of studying could take advantage of a rainbow or two!
A great campaign is built on a solid concept. It can stir our emotions and set our souls free to dream. Recently, I had the opportunity to put together a Valentine’s Day video campaign for DirectFood.store. It was a fantastic experience, and I am proud of the output. Here is a little bit more about it.
DirectFood.store is a DTC online grocery store delivery platform that sells fresh, local and organic food from local farmers and vendors to the community. As a brand, DirectFood.store aims to inspire and empower consumers to eat healthily, buy local, and learn more about the farm-to-table concept. Priority is placed on ensuring high-quality products, affordable pricing, and easy ordering, plus free delivery direct to the doorstep.
For this particular campaign, our objectives are:
Increase brand awareness
Connect with our target audience (young, millennial couples and families with kids; age 25-34 / baby boomers drawn to compelling video and who will purchase something based on its value; age 45-64)
Promote interest in our platform and products
Create a need for buying local, fresh & organic food from local farmers and vendors with free delivery direct to the doorstep
The campaign features BC blogger and influencer Chelsea Helm. We find her wondering how to impress her Valentine. While pondering an answer, she suddenly thinks of DirectFood.store. She decides to put together a thoughtful and delicious dinner for her partner. The campaign follows Chelsea through her decision-making process. She orders the ingredients, and they arrive at her doorstep. We then capture her preparing a steak and salad, setting the table and signing a Valentine’s day card. Will her Valentine make it in time? Will they be surprised? Ultimately, she shares with the audience that through DirectFood.store, you can make something special for that special someone in your life.
I wanted the advertising tone to be fun, happy, thoughtful, romantic, youthful, and vibrant. Our primary message is that consumers identify with our brand, and our products fit their lifestyle and choices. I think we hit the mark, and best of all, the campaign was completed on brand, on time and on budget. Now to see how it performs as a Facebook ad!
I hope you enjoyed the video. If you have any questions or comments, feel free to reach out!