Background facts
Let's talk about your job title and industry:
I'm the President and owner of MasonBaronet, an advertising
agency specializing in branding. Our clients come to us to
help them to stand out in the marketplace and to help them
in expanding awareness of their services/products in a way
that will elevate them from their competition. We engage our
client’s audiences by creating distinct impressions at all
touch points – their website, social media channels, their
office environment, sales collateral, advertising and more.
What initially drew you towards marketing and branding?
I originally thought I wanted to be a fashion buyer. My degree was in fashion merchandise with a minor in business. My senior year at TCU I was required to do an internship. I did one at Neiman Marcus and one at Highland Park Village in the marketing department. And, after that experience, I was drawn to marketing and advertising. I have a passion for all things design (fashion, interiors/architecture, packaging) and in the advertising/branding world – we are influenced by all those things. I feel fortunate to do something I love.
How did you become the owner of your own marketing and design firm?
I went to work for Willie Baronet in 1998. After working with him for nearly a decade, he began pursuing other passions, so I approached him about making me a partner. We went down that path for about a year and then he decided he was ready to leave the agency world and I acquired the agency from him in 2006. We then rebranded the agency to MasonBaronet and I guess the rest is history!
Who or what do you believe has been a strong influence of your style?
I don't know that it's any one thing. I pay attention to things happening in pop culture, movies, fashion, and interior design.
As part of this industry, I have to be in the know of what is going on and those things certainly have an influence. But it is
such a subconscious thing. There are certain stores I go to, or certain designers that I tend to like ... maybe they inspire me in some way.
Dress code
How do you determine what you are going to wear to work each day?
It really depends what I have going on that day. What meetings and events I have and what I have planned after work as well. When shopping and dressing, I try to find things that transition from desk to dinner.
If I don’t have meetings with clients and I’m getting caught up in the office, I may dress a little more casual. I try to take my clients’ dress codes in mind when going to meet with them, but I always dress in a way that is representative of the MasonBaronet brand – sophisticated and timeless, but with a stylish edge. For example, today I'm wearing a classic Diane von Furstenberg dress that I’ve tailored with a leather jacket with fringe. I can wear this dress for years, and I can pair it with different accessories or jackets to give it a completely different look. When I'm shopping, I consider whether I’ll be able to mix it up to maximize the investment and wear it throughout different seasons.
So most days, do you wear a dress or skirt, or do you wear pants? Or do you mix all of that up?
I mix it up. I love dresses because they are so easy. When you have a blouse, and pants or a suit, you have to think a little bit harder. But yesterday I was wearing a Theory suit, and just a simple blouse with a fun chunky necklace and today I'm in a dress. So I definitely mix it up. Tomorrow, I'll probably be wearing jeans and a fun silk top.
I'm fortunate that I don't work in a stodgy industry. I think people expect us to have a little bit of an edge being in a creative field. If I showed up looking like a banker, my clients would probably be a little bit nervous about me leading their branding efforts. We create identities for our clients with the purpose of getting them noticed and giving people an impression of their brand, and so I have to represent that every day.
Heels or flats?
Definitely heels! In fact if you asked people who know me, they’d probably say heels are my signature look. Unless I’m going to the pool or the gym, I’m likely in heels.
Where do you like to shop and when do you find
the time?
Unfortunately, there’s not much time for shopping
these days. For that reason, I love shopping at
boutique stores where you can get in and out.
I try to avoid going into a mall. Highland Park
Village which includes Vince, Diane von
Furstenberg, Scoop, Stella McCartney is very
convenient and one of my favorites.
I also use a stylist on occasion. She tends to
get me out of my comfort zone. Some of my
favorite outfits are ones I probably wouldn’t
have even tried on had my stylist not encouraged
me to do so. I also pre-shop online when I’m
looking for something specific. That way, I can
just run in and try on what I found online – pay
and be on my way.
Do you have anything on your wish list for an
accessory or some clothing?
I have a Stella McCartney bag, and I love some
of her smaller little clutches, so maybe that's
something that I have my eye on.
What type of daily tote or bag do you carry every day and what is inside?
Right now, I am carrying my wool Stella McCartney tote. I typically carry a small clutch inside that I use as a wallet. It's great to grab for quick errands or even if I'm going to a networking event and I don't want to lug in my big bag. Inside, I have a small makeup case that holds powder, lip gloss, and lip liner, a business card case with business cards. My cell phone, car key, sunglasses, maybe some gum or mints. Just the necessities.
What is something that you wear that instills more confidence on days when you are not quite feeling yourself?
A nice pair of shoes can make a difference in how I feel. I can be in just about anything and a nice pair of heels and feel more put together – they help me to stand taller and feel more confident.
Lipstick or lip gloss?
I like and wear both. If I had to choose, I’d say lip gloss. Even if I don't have any other makeup on, I typically will wear lipstick or lip gloss. It just gives me a little bit of color and energy.
What are your favorite brands and shades?
Laura Mercier is probably the brand that I wear most. I just love her lip glosses. My makeup is pretty neutral and natural looking. The color I wear simply depends on what else I have going on with my makeup, and what I'm wearing that day.
What is the most important part of your beauty routine that you feel helps complete your look?
Lipstick. I could even go without eye makeup, but my lips have to be done.
What's your mani/pedi style?
I am not into the nail art at all. I prefer a more natural look - especially on my nails. I typically wear Bubble Bath from OPI, or Mademoiselle, Sugar Daddy, and Ballet Slippers from Essie. I'll sometimes wear a darker shade on my toes and love grays. Neutrals are great because they go with everything and it’s less noticeable when your nails begin to chip. I like a polished look!
What hair products do you use most regularly?
I have naturally curly hair that I typically straighten and color, so hair products that will help my hair stay conditioned and healthy are important. I use Kiehl's shampoos and conditioners. Blow-drying is hard on my ends, so I like Kerastase’s Nectar Thermique. It's a nourishing cream that helps it look healthy. I also like Aveda products.
What's your approach to jewelry? Do you have standard go to pieces that you wear most of the time, or do you mix it up?
I wear my wedding ring everyday. I have a Rolex watch I wear occasionally and diamond studs that go with everything. But, when I’m looking to accessorize my outfit, I might wear a necklace, cuff or larger earrings. I love Lana Jewelry. I have several earrings and necklaces. Her designs are sleek and modern, but classic.
Is there anything that you have on your wish list for jewelry?
I had a great Alexis Bittar cuff I lost and they no longer sell it. I’d love to replace it.
Daily commute
What do you do in the morning, prior to
your office hours, that helps you prepare
for the day ahead?
I try to do as much as I can the night
before to make sure that the mornings
aren't too crazy. Sometimes I’ll workout
prior to work. A lot of times, I'll shower
and do my hair the night before. In the
mornings, I put on sunscreen and start
my makeup at home, and (this is probably
horrible) I'm known to finish my makeup
in the car at stop signs and red lights.
A couple days a week I drive my daughter
to school, which is a little further of a
commute. But, it gives me quality time
with her in the car. We typically listen
to music and occasionally I will stop at
Starbucks to get a coffee and check emails.
What kind of transportation do you use to get to your office?
I drive a BMW X5. It’s been a great car for both work and family – whether I’m lugging stuff to soccer practice or to a client meeting, it’s been perfect. It’s my third BMW SUV!
Do you have a favorite song, artist, or playlist that you listen to on your way to work?
I listen to all sorts of music - everything from pop to classic rock to hip-hop. I like the Eagles, Fleetwood Mac, and Willie Nelson, Coldplay, Mumford & Sons and Iggy. I think music can really alter people's mood.
Workday
What time do you normally arrive at your office, if you are in town?
I'm usually at the office around 8 or 8:15am if I'm coming straight in. A lot of mornings, I'll try to schedule coffees or have morning events, which can push my arrival to later. It's nice to get in before everyone else. It's quiet and I can get settled in, check email and get a bit organized.
What's your morning beverage?
When I go to Starbucks, I get a skinny
vanilla latte. In the office, we have
flavored coffee – typically hazelnut
and I add a little vanilla cream. I'm
sure some of it is psychological, but
I have to have my coffee to start my day!
What does your typical workday look like?
I don't know if there is such a thing as
typical. Partially due to being in the
service business, partially due to running
a business and to also having a family
with an equally full calendar.
Most days, I typically go from meeting
to meeting. Then, after hours, I spend
time getting caught up on email and
everything that I missed while I was
in meetings.
Between work and home, it's busy, but it's good. It's very fast-paced. It's nice to slow down every once in a while, but for the most part, I think I enjoy the chaos.
What the essentials do you have with you for meetings?
I always have something to take notes with whether it’s my journal, laptop or phone. If it’s a new client or vendor I’m meeting with, I’ll bring business cards and sometimes a video of our work on a flash drive. These days, I prefer to take notes on my laptop. It’s easier to organize and easier to read!
How do you handle job-related stress?
The advertising business is very fast paced, so we actually talk about stress management in our office quite a bit. I think small breaks throughout the day, getting outside for lunch on nice days, staying in control of your day with a to-do list and calendar is crucial. And, not taking everything so serious. We try to balance our hard work with having fun.
Outside of the office, I focus on taking care of myself - getting good sleep and exercise. I think that's key to making sure I show up with the right energy and focus for my marathon days. Also, spending time with family and friends. I’m grateful to have a strong support system.
What is your happiest moment at work?
My happiest moments are when our clients are happy. When we’ve created work that is really unique and is elevating their brand. It’s not always easy to hit the goal of transformation, and so we have to be very disciplined. We have to have a passion for it. It’s a great feeling of pride, when we did what we set out to do. Because on a day-to-day basis, we are working on little tasks to get us to that big milestone, or that big goal. It’s the best feeling when our work leaves an impression. When we know our work, works. It's wowing and inspiring people.
Desk drawer
How would you describe your office space?
It’s clean, modern and fresh. It feels
more like a loft than a corporate office
which is great to keep us inspired and
thinking creatively on behalf of our
clients. When I was designing the
space, everything from the wall color
to the furniture had to be a reflection
of the MasonBaronet brand. It’s very
open and conducive to collaboration,
which is important in our business. We
also have lots of natural light which
keeps our energy high. We spend a lot
of time at work, so it’s important that
it be an environment we all feel
comfortable and inspired in.
We don’t keep a lot of paper around
on file anymore, which helps it look
less cluttered. Everything is digitally
archived, and so we don’t have a lot
of file cabinets. Most of my drawers
are empty except for essential files
and office supplies.
What is in your office that makes it more comfortable for you?
My Herman Miller Aeron chair is very comfortable. Lighting is also very important to me – both soft light from a lamp as well as natural light. It can really alter your mood. Also, having a clean, tidy office helps me think more clearly and be more focused. Having art and family photos makes my personal office more personable to me. Plus, looking at pictures of my family makes me smile.
Do you have anything on your wish list for your décor?
Maybe a new chair in our reception area and some new art throughout the space. We’ve been in our space for about 10 years now, so some fun new pieces to add fresh energy would be great.
What would you say is your favorite office supply and why?
I love a good pen. I think it makes a difference in my penmanship, which is horrible by the way. Other than that, I love small journals that I can take anywhere. I always like to be prepared for an unexpected meeting or discussion. And, I never know when I am going to be inspired by something I don’t want to forget.
What is a work tool that's a must-have for you (app, hardware or software)?
The notes app, on my iPhone, is probably the biggest tool that I use. I might wake up in the middle of the night and realize I forgot to do something, so I’ll my grab my phone and quickly add it in my notes. That notes app, my calendar, and my email are the tools I rely on the most.
How do you prioritize and manage your email inbox?
I try to skim and prioritize things first by client emails. I usually believe that my staff typically knows where I am, and when I'm going to be back. If something is urgent, they know how to get in touch with me. Clients expect me to respond in a very timely fashion to emails, and so I read those first.
I keep things on file for a long time so that I can easily find something if I need to refer back to it. My husband makes fun of me for how many emails are in my inbox. I'm sure I could have a better system!
Agenda
You've mentioned your to-do list and
I'm very curious, do you keep it in a
notebook? How do you manage it?
Sometimes it's in my notes on my phone
so I can delete things as I accomplish
them or I will email that list to myself.
If I'm in a meeting, items added as a
result get transferred to the universal
list. I have an assistant and she helps
me manage that to-do list as well. I’ll
ask her to add things to the list and
each day we’ll look at it and prioritize
it. It helps me to check on the status
of our projects or triggers me to ask
for updates. So it's constant, but
having someone to help ensure things
don't fall through the cracks has been
really beneficial.
I organize it by keeping daily tasks at the top and things I need to do this week separated below. Looking at that list every day really helps me know how much time I have and it gives me more control of my day. There is something that feels good about checking things off. For that reason, I typically either print it out, or keep it up on my desktop. Having it visible is important.
You've also mentioned the importance of your calendar. How do you use it with your to-do list?
I'll look at what I have going on tomorrow because that impacts everything from what I am going to wear, to knowing everything that I need to get done that day, and maybe that means I need to come in a little bit earlier. I have to know how I’m going to slot things. I know what I have to accomplish and how much time I have to work with. I might look at my list and think about the support I need to get everything done. And so I definitely have to look at both the to-do list and the calendar to really have a grasp on my work.
What calendar program do you use?
We use Outlook. My calendar is visible on my iPad, computer, and phone. I have one central calendar with all my work and personal appointments so I’m not managing multiple calendars – including anything of my family’s I need to plan around. I color code personal from work so it’s visually distinguished and I mark it as private so my staff doesn’t see it.
How do you stay on top of industry news or your career?
I rely on a lot of different resources - I read blogs and websites and follow certain people on Twitter and LinkedIn. I sometimes read The Wall Street Journal, The New York Times, The Dallas Morning News, Harvard Business Review and fashion magazines and follow CNN. I also read industry magazines like Adweek.
We also stay active in our industry by participating in professional associations like DSVC and AIGA. They oftentimes have conferences that we can attend or they have monthly events where they bring in speakers. We also network with service providers and vendors, so we are in the know on the latest and greatest techniques and most efficient and effective ways to get our client’s brands out in the marketplace. The tools are constantly changing which is why our industry is so fast paced. Our clients rely on us to know what those tools are and to stay informed on new technologies that will help them to continue to resonate with their stakeholders and to stand apart in new unique ways.
What is your method for networking?
As the owner of the agency, one of my
key responsibilities is helping to keep
MasonBaronet’s name out in the
community. I read something recently
that said that your network can be a
bigger indicator of your success than
your education. I feel there’s a lot of
truth to that. It’s important to have a
strong network of people who support
you, have your back and genuinely
want you to succeed. They’ll take your
call or do you a favor no matter what
they have going on in their life. They
are there to listen, offer advice and
be a resource when needed.
I’ve been fortunate to be a part of a
few organizations/associations that
have helped me to build a quality
network. ConnectHer is a group of
Dallas professional women looking
to support other women in growing
business. Core24 is another great group. It's a network of 24 different professional service providers. I also invest my time in Entrepreneurs' Organization. It's more peer-to-peer learning, but I absolutely get networking out of it. I'm always open to meeting new people. And with tools like LinkedIn and Facebook, I’ve started realizing how small the world really is and how everyone truly is like six degrees of separation. Being focused on building that strong network of supporters is really important to be successful.
What advice have you received in your professional life that has really stuck with you?
I have learned lots of things, both through mentorship and other people that I network with and hearing about their experiences. The biggest, most basic thing - especially from a business ownership standpoint - for any executive is just planning; having a vision, putting it down on paper, vocalizing your goals. I’ve told my employees that if you're just going through life, and you're not being intentional about it, you are going to wake up and you're going to be disappointed. You're going to maybe be regretful that you didn't do certain things that you wanted to, and you're going to be amazed at how fast time flies.
Every year, I put together my personal goals, my business goals. I share them. My husband and I put together a family plan this year. And looking at that regularly and making sure we're staying on course is really important, understanding what's maybe getting in the way so that we can re-prioritize things in our lives.
What is your work motto?
At MasonBaronet, our tagline is "Good Thinking." It's so simple, but it says so much. It's good thinking to hire us. We provide good thinking. What we try to coach and instill here at MasonBaronet is to be thoughtful about everything that we do. MasonBaronet is in the image business. We help companies have a positive impression in the market place. So I think everything we do has to reflect that. We have to live and breathe our mantra. And it's work - it doesn't just happen. We like to provide our clients with unique approaches to help them achieve the results they are looking for by using our "good thinking."
Downtime
What do you do during your downtime to refresh and
recharge yourself?
My husband and I like to travel. He runs a business as well.
I think getting away is important because if we take time
off, and stay at home, then we're busy doing stuff in our
house, or running errands. Getting out of our environment
can be very inspiring, too, to see a whole different world, a
new culture, new things. And so I definitely try to do that
regularly, go out on little trips.
I also love working out. It keeps me mentally and
physically in good shape. It makes me feel more confident.
It helps me think more clearly and be more productive.
I love reading - both business books as well as fiction and
magazines. Sometimes it's nice to read mindless celebrity
gossip, like People magazine. Especially while getting
a mani/pedi.
What I enjoy most is spending time with my friends and family. It keeps my priorities in check and reminds me of what's important. During my downtime, I try not to be on such a schedule ... although that's hard to do.
How important has travel been for you?
I don't think I realized the importance of travel before I married my husband. Sometimes we don't travel with our children and sometimes we do. And both are very important. It seems like it's going to be more work to go on a vacation than it's worth but once we get away, it really is worth it. We start to see things differently. We get re-energized. I would encourage anyone to take a vacation and go somewhere.
That doesn't mean that when I'm on vacation that I'm totally unplugged, because when you own a business, it's a part of you and it's hard to fully disengage. But, it's good for my team to not always have me here. It gives the team confidence to not rely on me so easily. When I'm in the office, it is really easy to come in and ask me questions and rely on my opinion. And they're forced to do that on their own when I'm not here. And it's good for me to know that things are okay and running smoothly when I return.
What are you reading currently?
There's a business book called Traction that I've been reading. And my management team has been reading it as well. And so we've been trying to adopt some of the tools in that book. And, I just finished The Good Girl.
What currently fascinates you?
We just built a house this past year and so I've been paying more attention to interior design and architecture. I am really fascinated with all things design – whether that’s packaging, communications, furniture or a structure. In particular things that are unique, unexpected and leave a lasting impression.
"It’s the best feeling when our work
leaves an impression. When we know
our work, works. It's wowing and
inspiring people."
