All it took was one inspiring phone call for young professional Bianca Freedman to find herself at Edelman Toronto. Find out what this director on the digital team does to push clients beyond their traditional boundaries…
Elevator Pitch: Describe your job in a nutshell.
As a director on the digital team, my role is to coordinate [super] talented people who work at Edelman to exceed client goals. From a customer point of view, I think my role is one-third strategic counsel around integrated communications programs, pushing clients to think outside of traditional boundaries, and two-thirds leading a team to execute those plans. When I am successful, integrated programs are running like clockwork so that together, we can look ahead to what’s next.
Why did you start working at your company? What was the inspiration for this career route?
I’ve been at Edelman for about six months, so the career route change is fresh. Prior to this role, I worked in various marketing/communications roles at Walmart for about four years.
Being customer service-oriented, I was always curious to move to the agency side, but one phone call pushed me to go for it. Based on a LinkedIn profile, I thought an SVP at Edelman US had a really interesting digital role. I picked up the phone and called him directly. What transpired was a great, candid insight to his day-to-day and where he thought the agency was headed. I liked what I heard, particularly about Edelman’s evolution as a truly integrated communications-marketing firm. One year later I was at Edelman Toronto.
What is the best part of what you do on a day-to-day basis? The most challenging part?
Working with the creative team is my favourite part. I love production and art, so seeing it through capable hands is rewarding and fun. The most challenging part is balancing expectations under pressure – we’re often under tight deadlines, and it’s my job to make sure we deliver on time and within budget. It keeps things exciting, but on occasion it can certainly make you reach for wine at the end of the night.
What is one sign that you’ve seen over the years to suggest that your work/life balance is off?
The biggest flag for me is physical fitness. As a gym-goer and lover of all things indulgent, one usually slips when I’m working too much and it’s not the cheese/chocolate. At Edelman, we get fitness re-imbursements and the flexibility in scheduling to make health a priority – I am certainly taking advantage of that.
Where do you see yourself in 5 years?
Probably in a role that doesn’t exist yet. My passion is the changing media/marketing landscape – I can’t wait to see where it takes me.
What is one major challenge that you’ve had to overcome in your career? How did you overcome it?
Emotions getting the best of me. Once, during a minor re-structure at Walmart, I was not happy with how my team netted out and let it show. The role turned out to be the best I had there, but the transition did not reflect well. From then, I vowed to be as level-headed and patient as possible during times of change. Your leaders appreciate it more than you know, and nothing is permanent. Plus, things usually work out for the best, so hang in there.
What does success look like to you? Does Money = Happiness?
Success is when I, and the people around me, are loving what we do. I think ultimate success would be having someone who reports to me today end up as my boss.
Don’t get me wrong though – I also love shoes…
What is the most memorable milestone in your career?
Moving to San Francisco to work in the global e-commerce division of Walmart has been the most memorable milestone to date. I lived there for about eight months and I swear I learned more about myself than I had in eight years prior. I also learned a ton about global business and e-commerce.
Do you have any advice for other young professionals?
Don’t obsess too much about the future. Instead, focus on doing the best possible work in the role you are in today. This hasn’t let me down so far – great work sends you in the right direction.
Where is your favourite place to wine/ dine in your city and why?
Bar Isabel is absolutely fantastic for a treat. My go-tos are Hawker Bar and Harbord Room. Wallflower for cocktails. All of the above have an understated aesthetic/relaxed vibe.
When you’re not working how you do love to spend your “Me” time?
With my #1, Jake – doing whatever.
Where is your favourite place to travel? Why?
Northern California will always have a special place in my heart since living there. Still so much to be discovered around the rest of the world, though.
If you had to choose a theme song, what would it be?
LCD Soundsystem – Dance Yrself Clean, just because I love that song so darn much.
If you weren’t doing what you’re doing, what would you be doing?
Probably TV Production!
Do you support any charities? If so, which one(s) and why is that important to you?
I recently had the opportunity to volunteer at Youth Without Shelter. It’s an incredible organization providing a safe place for teens to go when they’re in danger. More than a shelter, it’s a home where kids can rebuild the confidence and life skills they need. It’s important to me because our youth need us.
What to you is notable?
Women who kick ass.
Blackberry, iPhone, Android, or Other?
iPhone.
#NOTABLE
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