Today’s Notable Young Professional is Jayme Derkson, who’s equally talented at executing marketing campaigns as she is putting together a mouthwatering menu for her last meal. We caught up with her to find out what inspired her career and what advice she would share with other young professionals…
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WORK
1. Describe what you do in less than 140 characters. Go.
I am a brand engineer who can predict what my customers will care about in the future in order to create brand experiences that stick.
2. What was the inspiration for your career route?
When I was studying marketing at McGill, I was also working part-time for a young Canadian-based yoga brand, Lululemon (you’ve likely heard of them). At the time, they had just launched in Quebec, so I was fortunate enough to grow with them from the very beginning. Lululemon was always the model for my case studies in every business class I took. Back then, they were doing everything right: the quality of product and attention to design details, motivating staff and forming their ambassador program. Most relevant and exciting to me, they were building this huge community of brand enthusiasts and champions, which quickly catapulted them to become the Apple of yoga pants. It was an invaluable extracurricular education that complemented my BComm and has helped shape the marketer I am today.
3. What is the most memorable milestone in your career so far?
It occurred just a few weeks ago, actually. I was at the Lolë head office in Montreal and met with the company’s Vice President Marketing & Retail, Isabelle Mille, and President CEO & CBO, Bernard Mariette. It was a chance, 10-minute meeting, but my CEO (Nicholas Reichenbach) and Mr. Mariette shared their stories, passions and visions for the future. It was extremely inspiring to engage and have a seat at the table with two leaders who have built so many successful companies over the years.
4. Where do you see yourself in 5 years, 10 years, 20 years?
I’m sure you get this a lot: this is a VERY challenging question. Within five years, I hope to be Vice President of Marketing at Flow. Within 10 years, I hope to have started my own business, ideally in the health and wellness sphere. In 20 years, all I hope is that brands like Flow will not be a disrupter, but the norm.
5. Do you have any advice for other young professionals?
If you want to grow, find a way to feel more comfortable with the uncomfortable.
6. Do you support any charities? If so, which one(s) and why is it (or they) important to you?
Yes, many. The causes range from diabetes to the humane treatment of animals. Sometimes my contribution is as minimal as a donation, or as in-depth as running the marketing campaign for an important charity event. Each cause I support has touched my life in its own way. For example, when I worked at Canada Pooch as Director of Marketing, I initiated an annual contest, the goal of which is to donate 500 dog jackets to animals in need across Canada. I saw first-hand what a difference a small human gesture can make for a dog.
7. What does the word notable mean to you?
Notable to me means doing something you can be truly, genuinely proud of.
PLAY
1. Where is your favourite place to wine/dine in your city and why?
Whenever I’m in Montreal, I dream of getting to Moishes for their Monte Carlo potato (oh, and some great steak too).
2. What’s the most visited website on your Internet browser?
Probably Google. I’m always looking stuff up.
3. Who’s one person you think everyone should be following on social media?
I can’t speak for everyone, but anyone marketing to millennials (and who’s not these days?) should subscribe to YPulse.
4. What’s your favourite cocktail?
Red wine.
5. What gives you the greatest FOMO?
Being away from my two-year-old son, Sam.
6. What would be your last meal? And don’t hold back…
Smoked meat from Schwartz’s, Cotts cherry cola, chicken soup with dill, my husband’s famous Mexican egg hash, strawberry ice cream with rainbow sprinkles, a short flat white from Starbucks, one bag of berry Skittles, s’mores, a bowl of kettle corn popcorn, a candy apple, cotton candy, a green juice (just for good measure), steak fajitas, a Moishes Monte Carlo potato, Kraft dinner, a banana split, a single square of dark chocolate, everything on the Orange Juliep menu and Casse Croute poutine (because, why not?). Then, I’d wash it all down with a one-litre pack of Flow.
7. What’s your guiltiest pleasure?
See above.
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