Perspectives is a series uncovering routines, inspiration, and insights by brand leaders shaping the future of marketing around the globe.
EDITOR’S NOTE: Jayde Powell is the Senior Social Analyst, Community Management at Delta Air Lines. In her words, she shares her perspective on:
- An audience-led and values-driven future…
- Prioritizing your well-being…
- Happiness beyond the job…
Describe your daily routine. What do you do for a living? What does your typical day look like?
I am on the social media team at Delta Air Lines.
No day is typical because I work on something new every single day! Sometimes I write tweets; sometimes I create content; sometimes I work on strategy but my role is focused on building relationships with our social community.
What blogs, sites, sources do you follow for marketing news and insights?
I get all of my marketing news from Twitter.
What do you feel most marketers struggle with? How can we fix this?
Prioritizing our well-being.
We have to constantly be plugged into the latest trends, consumer insights, and industry updates – and because the industry grows and changes so fast, we never rest.
We live in a capitalistic society that has sold us a narrative that in order to live, we must produce and labor. Marketers perpetuate that narrative because our job is to get producers and laborers to work even harder so that they can buy. We do it to them and we do it to ourselves, which ultimately makes us all unhappy.
We need to create a culture that encourages the prioritization of mental health, personal development, and happiness beyond the job.
What does the future of marketing look like to you? How can brands and teams prepare?
The future of marketing and social media, specifically, is audience-led and values-driven.
What has always been true and will always be true about the “customer” is that they want to trust the brands they’re purchasing from but they don’t want to necessarily feel like they’re being sold to.
The culture is changing. Customers want to feel like they’re on the right side of history and are buying from brands that believe in something. If brands are able to stand firm in their values and beliefs, they won’t have to sell their product or service because their customers will do it for them.
What is a book, podcast, person, or event that helped shape your career? Why?
Beyonce, Rihanna, and Solange. These three Black women are my muses of work-ethic, self-actualization, and creativity, respectively.
They all inspire me to work hard but to also do the things that I’m most passionate about. More importantly, they remind me that my path in life is the one that I build for myself.
What is something interesting or surprising you learned in the last few months?
This pandemic has been surprisingly impactful, in a positive way, on my well-being. I have more time and energy to do the things that make me feel good mentally, physically, and spiritually so, I’m the happiest I’ve ever been.
Who, where, or what do you look to for inspiration?
I find inspiration in my travels. Where I am, I learn something new and that inspires me to create in different capacities.
How do you wind down from a long day of work?
A walk outside and/or watching my favorite shows.
What advice do you have for marketers and creatives who look up to you?
I say this all the time because I mean it. Prioritize your well-being and do the things that make you happy. Period.
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