Samantha Adorno
VP, Digital Marketing, INSP
Since Adorno joined INSP in September 2012, the network’s digital presence has grown exponentially, including a 743 percent jump for its Facebook page, 487 percent growth for its Twitter page and 270 percent growth for its website. “It is our job to break through the noise, and draw consumers into our brand and our content,” she says. To boot, she’s built a stellar team of digital media professionals, who are working in particular to elevate INSP’s slate of original series and movies.
What is the best advice you’ve ever gotten?
As simple as it sounds, the best advice I’ve ever received was to take care of myself, and to take the time to rest and recover. It feels as if we all move a million miles a minute with myriad priorities with increasing and changing demands, and our schedules don’t allow us to step away from our responsibilities for a little while so that we can relax and recharge. I’ve found that if I’m not taking care of myself then I can’t be the best employee or leader that I’m capable of being. The advice was to workout (I hate it, but I do it), take vacation days (you’ve earned them), shut down, unplug, take deep breaths, stretch, take a walk, have those face-to-face conversations (yes, with actual people), and most importantly: don’t eat lunch at your desk every day!
What makes you most excited about this industry as you advance in your career?
Our industry is constantly changing and evolving. Consumers now have more choices and avenues to consume content than ever before, and as you read this, even more are developing. Being in digital marketing, I feel that I’m on the forefront of this shift, and there are many things to consider: How do you grab a viewer’s attention and keep it in less than a split second? Snapchat or Instagram? Long subject lines or short subject lines? Or do you ditch email altogether? Do you jump on the latest trend, and see if our audience comes along, or bide our time and see how everything pans out? It is our job to break through the noise, and draw consumers into our brand and our content!
Who has been your biggest mentor and why?
I have had the privilege of working with many impactful mentors over the years. One mentor that stands out was Kathryn Kelly, my first boss after college. I was a young intern with very little experience, and she took a chance on me. She taught me the skills and gave me the tools I’d need to pursue a career in digital marketing. Through her mentorship, Kat empowered me to advance in a rapidly changing industry. She helped mold me into the leader I am today. Because she took a chance on me, I took a chance on me. I discovered my passion, and ultimately found my way into an industry I love.
