Reflections from a professional survivor who loves what she does

Hey, you probably came here looking for golden and infallible career tips from some pasteurized professional in the market, who claims success and simple steps. Well, that's not what you'll find here. In this post, my intention is to share in the most genuine way some points that I identified that helped me get out of a professional hole (which were not few, but could have been much deeper). I've been talking about this with some people and, like every time I've done it and felt it helped, I intend to scale it up and make it available to anyone who wants to access it.

Before we dive into the lessons that have shaped my journey as a marketer, I want to share a little bit more about who I am. After all, a career journey isn’t just about the business, it’s also about the experiences that shape our personality.

First of all, I am the daughter of self-employed professionals, an experience that taught me to navigate ambiguity fearlessly, cultivating creativity and persistence. My parents are divorced and self-employed, I received a scholarship to a private school, and I am relentlessly focused on studying - especially English, and I owe countless thanks to my mother for that. That mix of privilege and hardship.

Furthermore, it is worth mentioning that from an early age, my passion for music taught me valuable lessons about teamwork, the importance of execution and how magical the stage can be. I have played in several bands and performed on many stages, and each experience has taught me something new. Not to mention the recent experience of building my own guitar, which has taken me to a level of involvement in the process in a way I never imagined possible.

On the other side of the coin, I am a Civil Engineer graduated from UNICAMP. This training gave me a solid ability to structure logical reasoning and a natural affinity with data and to be very rational about what effectively constitutes success - just because a building is beautiful doesn't mean it will stay standing.

Where I started my career

My career began in Marketing at Procter & Gamble and continued through other great companies in the market, and I have accumulated more than 10 years of experience. Today, I consider myself a brand building strategist and a business manager passionate about people development. It sounds fancy and beautiful, right? But it is not exactly like that, although I am very aware of the privilege I have to work in something so rewarding.

At this point, if you don't know me, you've already noticed that my journey has not been perfect or linear, but I can say with certainty that it has been full of learning, setbacks and challenges (and how!) and full of moments of doubt about how I would be able to overcome the current situation.

Over the years, I have had the privilege of working in both regional and global roles at P&G. From the beginning of my career, I learned to overcome the challenges of influencing decisions across geographically distant markets and teams. I also understood the importance of strategic partnerships with leading advertising agencies. I was recognized by P&G Global senior leadership for two consecutive years as “best in-store execution” in Latin America, which reinforced the importance of consistency in execution and messaging, even behind renowned brands like Pantene.

But not everything is perfect. For many of these years, I worked in positions with a very heavy badge, sometimes very exciting, thrilling and rewarding, but at other times that left me deeply unhappy - either because of the nature of the work that I knew did not interest me much and did not develop me much, or because of the boss who taught me how not to manage a team. It is worth mentioning that most of the positions I held were far from the stage, and closer to the discussion deck. But in the midst of all this, I was lucky enough to meet excellent, inspiring, trustworthy and competent professionals, and I always try to be 1% of what they were for me.

Today, I see that it was actually good. I learned not to take opportunities for granted, but to appreciate the instant flavor of the good moments at work, and to row harder to face the currents.

My restlessness for a role that would make my eyes shine, the (correct) feeling that there was something more that I didn't know yet and that could be more my thing, in addition to the desire to work in more agile environments led me to migrate to the world of startups in 2019. I had varied experiences, some challenging, others rewarding, and today I hold the position of Head of Branding at a Brazilian big-tech unicorn, a journey that is just beginning. And yet, although I am aware that it is a beautiful journey to be told, it also has its problems and instabilities.

And what have I learned from all this so far? I've been reflecting a lot and I felt like sharing here a little of what I learned without anyone teaching me directly. Maybe this will be useful for you at this time.

Let's get to the point: the lessons learned

Without further ado, but with the context I thought was necessary, I list here something that might be useful to you.

You are not alone. Be kind to others.

Once you are clear about what you want, the challenge you face, or at least that you need to talk to someone, do it. And if you notice this in someone, be willing to listen and help them too. Don't wait until you're in a bad situation to ask someone out for coffee. Listen, talk, share and help other people who are close to you and who you feel capable of. The sense of gratitude I have for some people is so great, immeasurable. And you have no idea what a grateful and loyal person is capable of doing. Absolutely ALL the transitions in my career were made thanks to a lot of conversations with people who had already walked the path I was treading; all the heavy doors that opened for me were opened by people who had the key. And obviously this comes back. THE MARKET IS SMALL AND IT TALKS.

Ah, relationships...

Building solid relationships in your field is essential. Your network can provide valuable insights, opportunities, and emotional support. Plus, having a mentor who has already walked the path you want to follow can help you avoid obstacles and make more informed decisions. I could even mention a few names here as excellent professionals who have always helped me develop or get through a difficult professional moment in a much better way than I imagined (I won't do it because I don't want to expose people without their consent, but I'm open to talking about it in private). And if you're a woman, you're not crazy. The path is more complex and the bar is much higher for us, really.

A deep sense of gratitude for the journey

And this really comes from the bottom of my heart. Even those positions I held that took away the sparkle in my eyes, or the desire to wake up every day to do that job, developed me a lot. Ironically, it was in those positions that I found a greater sense of purpose, and in those positions that I found the most didactic examples of what I wanted or didn't want to be, or to cause in people. Obviously, the positions and projects that I took on and that I enjoyed, that I had fun with, that I made alliances and friends with, I keep in a very special place in my memory. There's that saying that people may not remember your name, but they will never forget how you made them feel. And all of these experiences and people make me recognize that I am a very lucky person, for having gone through all of this, and for being here today.

Learning through Race and Persistence

The journey of learning often begins off the beaten track. I am a big fan of education as something that can move the course of a civilization’s history, but it is also important to get your hands dirty. A willingness to learn firsthand and persistence are the foundations of a solid career.

Intelligence that Goes Beyond Numbers

Intelligence, in the corporate world and in marketing, goes beyond data. It involves the ability to discern patterns, understand the nuances of human behavior and apply insights to drive success. For your brand, you map market, behavior and community trends, map the consumer journey, decipher the decision-making process and provide the sales team with the arguments they need to "shoot for the goal". But when did you stop looking at all of this in your career?

The Importance of Image and Perception

Or as I learned at P&G: "Perception is reality." What I mean by this catchy phrase is that if there is a perception about you, even if you don't agree with it, it is there. But there is something that can be done to change it. Your job, therefore, is not to question the perception, but to work to change it. In this process, there is a high chance that you will discover areas for development, for yourself, for others, and for allies who are willing to help you on this journey. So remember: carefully managing your image, communicating effectively, and building trustworthy relationships are keys to success.

Creativity as an Engine of Innovation

Creativity is the fuel of the survivor. Open yourself to new ideas, talk to people who have followed paths you admire, or even who simply have an apparent talent in some skill... Often, what you think is a talent is an acquired skill. Learn from others. Changing, improving and reviewing approaches and perspectives is essential to developing careers that stand out. And remember: The corporate world can be complex and full of hidden agendas. Wisdom lies in discerning between trustworthy people and those who teach valuable lessons, even if in unexpected ways.

Calculated Risks

When it comes to careers, it’s important to conduct a thorough strategic assessment. This includes researching the industry you’re in (or want to be in), understanding its trends and challenges, and mapping out how your skills and experience will translate into that environment. It’s essential to have a clear picture of the terrain before you take the first step. Taking calculated risks means not diving in headfirst without a plan. Instead, you can start with controlled experimentation. This could mean taking on freelance projects or working part-time while still maintaining your current career. As you gain confidence and traction, you’ll also prepare yourself financially (if that’s a concern for you too) and you’ll be able to consider the full-time move with a little more peace of mind.

Everyone makes mistakes

It is human to make mistakes. We make mistakes with ourselves, with our peers, with our leaders, with projects, with decisions.

If you suspect that you are doing something wrong, however, stop and rethink immediately. It may not be written in the rules, but it conflicts with your principles. Trust your gut.

If you are certain that you made a mistake, stop, communicate, apologize, and seek to make amends. Ideally, communicate the mistake so that more people do not make the same mistake you did.

And use the error, use the error! Make mistakes soon. Make small mistakes. Make simple mistakes.

Focus on the Long Term

Managing your career is not something that can be done lightly. It is a long-term commitment. Staying focused on your long-term career goals, even when you face initial difficulties, is essential to success. And if your goals change, prioritize what moves you and what will give you the energy to keep going. Your path is yours alone.

The journey is just beginning, and the opportunities are endless for those who pursue bold ideas and venture beyond the boundaries of what is possible. May this post inspire you to embrace the unknown and achieve exceptional success on your own journey.

Thank you for following this journey and being a part of it. Let’s continue exploring, learning, and growing together. Your comments and stories are welcome, as we all have something valuable to share.

Until the next adventure! 🚀✨

If you want my help and to talk about your career and next steps, write to me at oi@alessandragaeta.com. I will be happy to schedule a conversation and help you take bigger steps.