SANTA MONICA, Calif. – Women are responsible for a significant majority of purchase decisions worldwide, making insights into their wants and needs extremely valuable to marketers of consumers brands. Women who work at these brands have pushed for recognition of their special role in making products for women and in devising advertising that engages their key audiences.
“A lot of my success has been not only looking at the industry trends and seeing where things were moving, but also the sponsorship and support of my colleagues, my leaders,” Aja Johnson, assistant vice president, community activation and growth, at E.L.F. Beauty, said in this interview with Lisa Granatstein, editorial director of Beet.TV.
Johnson was among a panel women leaders in advertising and media who shared their experiences at “Lift As You Climb” at the Beet Retreat Santa Monica. The programming track urged women in media and marketing to share experiences that benefited other women in the industry.
“Companies can support women in the workplace in a few areas, either it’s defining what does success look like, which feels ephemeral at times,” Johnson said, “but I think establishing core competencies, attributes, skills, that is the model of success.”
Setting objective targets of success is an important part of establishing ground rules that apply to everyone in an organization.
It “helps people to not only achieve and work toward that, but also mitigate any biases that might exist when there is this ephemeral template of what that could look like,” Johnson said. “With those established guardrails, people are able to sort of meet that expectation, measure it, and see what that success looks like shared along the way.”
You are watching “Lift As You Climb,” a Beet.TV Leadership Series at Beet Retreat Santa Monica with She Runs It. For more videos from this series, please visit this page.
