Today, we kick off a new blog series to share with the world what it takes to be part of the O3 team as well as an inside look at the culture that drives us through the eyes of our teammates. We’ll be highlighting members across each O3 functional department to expand on their career path and share some advice with others on how to do the same. We’ll be starting by interviewing Carroll Borodynko, Senior Marketing Manager, who joined the company in the midst of COVID-19 and has been championing our brand and marketing initiatives ever since.
What was your first job?
I worked at an ice cream shop around the corner from where I grew up. I made a ton of milkshakes, ate way too much ice cream and learned how to work with people.
How did you get to where you are today?
Well, it hasn’t been the straightest path but it has been fun. I went to college for public relations and was burnt out after taking on a full class schedule, having numerous internships and being on the executive board of the Public Relations Student Society of America senior year. I decided that writing press releases for the foreseeable future wasn’t my dream so I got a gig in retail with the goal of opening up a store in the EU. Once that opportunity panned out I decided go in a different direction realizing that retail wasn’t going to challenge me long term.
My next stop was over at David’s Bridal where I matched brides with vendors in an effort to help them plan their special day. While I was there, I had the opportunity to work on my first digital project. I conducted stakeholder interviews to understand users’ needs for a new event portal. From there, I went to a pharma marketing agency where I was responsible for planning virtual events and communications for branded and unbranded drug releases. So while I didn’t love PR at first I ended up in a space where I was able to help brands execute against their marketing plans. That was the best of both worlds for me because I got to think about things from a brand experience, but also from a digital touchpoint within a consumer’s overall journey.
Although I loved helping pharma brands bring their marketing to life I wanted to take a stab at working with some bold brands in other industries. I headed over to a branding agency where I got to lead brand, acquisition and retention campaigns for the likes of Vanguard, JCPenney and Nobel Biocare. I loved working at that agency and honestly didn’t see myself leaving until an interesting opportunity with Comcast presented itself. I was offered a role to help incubate new business lines at a Fortune 50 company. At Comcast, I gained a whole new respect for what a day in the life of a client looked like. I was charged with developing the value propositioning and messaging for Comcast’s residential home solar and smart home insurance initiatives while also overseeing all the creative execution of marketing tactics. I recognized pretty early on that I missed the learn fast mentality of working at an agency and decided that that’s where I can really thrive which brings me to present day life at O3.
What does your day-to-day look like?
Day to day, I’m working with internal teams and external partners to stand up marketing campaigns to help O3 increase our brand awareness, develop relationships with prospects and make a positive impact in the communities we serve. Sometimes that means working with client services, design or engineering teams to understand who O3 is and how we are sharing our expertise out into the world, how are we getting our team excited about who O3 is and how can we really translate that into helping clients and community partners? I’m constantly moving in between strategic planning and marketing execution tasks.
What’s your favorite part of the job?
Concepting and getting to connect with so many different people. Coming up with new campaigns and really honing in on who the audience is and what message is going to resonate with them. Getting to create and learn what our audience really wants from us and how we can best serve them keeps me going.
Challenges and breakthroughs in launching your career?
I think the biggest breakthroughs for me revolve around learning and unlearning how to work on a team. Understanding how to motivate all different types of people to get the best out of them while in the same breath communicating what my strengths are and where I can either lift others up or lean on them for support.
What’s one piece of advice other Marketing Managers need to hear?
Identify the right audience and then focus on honing your message. Marketing teams often fail because they try to tackle audience, message and creative testing at once. By setting a clear vision of what you want to learn through your marketing efforts I’ve found that you can expedite your learnings and campaign effectiveness.
What do you do when you’re not working?
I love gardening. When I’m a little old lady I want to work at a nursery and spend my days watering plants and making floral arrangements. I spend most weekends venturing out to different nurseries and treasure hunting for exotic plants. Other than being obsessed with plants, I can likely be found out on a run, long bike ride or hike when it’s not frigid outside.
Any pandemic survival tips?
For me, the best way to eradicate any pandemic-induced anxiety is by moving, waking up, getting on my bike and doing a quick 30-minute workout. If you’re not into working out first thing, I think just creating a little morning ritual really helps to ease your mind. Something as simple as listening to a podcast, reading your favorite newsletter or eating a good breakfast before getting your workday started can really help in setting a positive tone for the day.
Can you share a favorite moment while working at O3?
Going through the Brand Evolution project, setting our new positioning and getting alignment from leadership as well as the rest of the team and just seeing the excitement build there and people being jazzed about where we’re going as an organization – those have probably been some of my fave moments so far.
Any movie, show, book recommendations?
I’ve been unintentionally reading books lately that are oriented around war refugees and what their experience has been like. I read Kite Runner recently and that took me for a ride. In terms of movies I’d recommend the Criterion Collection, some of my favorites are on there like In The Mood For Love, Contempt, Breathless and Bicycle Thief.
There weren’t a lot of highlights during quarantine, but what was the best part for you?
I would say, getting to spend more time with my husband has been special. Being able to have lunch together every day has been really fun.