Online Advertising - Her Own Boss

Meet Priscilla Soriano who runs her own online advertising company in New York city.
I wanted to feature her because she told me a story one day about attending an advertising convention and how she was treated by a few men in the industry. An industry that is still male dominated.
  1.     What/who inspired you to start your company?
    I’m always looking for inspiration by observing what people do and how they think; so there have been many people along the way that have had a significant impact on my career. I think, the biggest catalyst for me was meeting my former colleague and business partner. He was full of enthusiasm and ideas and always thinking about the future. It really gave me the motivation I needed to get started. We’ve since amicably parted ways in business, but I am so grateful for his influence in my life. It really changed everything for me.
    2.     Where did you grow up?
    I grew up in Southern California, in a quiet suburb of Los Angeles between Disneyland and Knott's Berry Farm. I lived in Santa Monica for most of my adult life, in London for six months last year and now I’m based in New York City. From a very young age I was curious about far-away places. My dream was always to get out of California and see the world.
    3.     If you could have any super power what would it be and why?
    I’ve always wanted to have telepathic abilities like Jean Grey in X-Men. I find the human mind fascinating, therefore having that insight and being able to project my thoughts into the minds of others would be crazy! I’d use my powers for good, I promise.
    4.     Tell us a story/incident that happened while starting or running your company that may have made you feel defeated. Now tell us how you overcame that.
    There really hasn’t been anything major, either positive or negative. Is seems like issues come up every single day when you’re trying to get a business off the ground. I think it’s an accumulation mundane things that can add up – people not coming through, clients with business troubles of their own, not prioritizing things properly, not knowing what you don’t know. It’s can be easy to feel defeated on a daily basis, especially when you’re a realist trying to focus on solving problems (optimism is important, but it’s not great for fixing things).
    What I’ve found is that overcoming those challenges is really about sustained effort. There’s no magic bullet. You have to wake up every day, acknowledge all the things that need to be dealt with and find new things to be excited about as you correct course. The process can be a bit exhausting at times, but in hindsight it’s amazing to see how much progress has been made.
    5.     Have you ever been underestimated simply for being a woman? Tell us how.
    Yes, sadly this is still an issue many women have to deal with. In my experience, it happens in subtle ways far more often than in obvious ways, so it can be hard to identify and address in a direct manner. I’ve been fortunate to have overwhelming support from family, friends, colleagues and mentors, both male and female, that have significantly outweighed the occasional doubt or negativity you get from people that still think gender has something to do with ability.
    6.     Are you working on any upcoming projects you can tell us about?
    It’s still in the works, but I’m hoping to start an internship program to help students interested in online advertising get hands-on experience with AdWords and Google Analytics.
    7.     What are your goal with the company?
    There are the usual important goals – having happy and successful clients, providing excellent service and revenue growth. But a big part of my vision involves creating a highly mobile and flexible team. I want everyone that works with me to have the freedom to live and work from anywhere. If someone wants to go surf in South America for a few months and set up shop there, great! If they want to stay home to be involved with their family or kids, done! I’d love to have little teams set up all over the world. It takes a lot of trust and dedication to collaborate remotely, but it can be done and I think it really adds an important layer of trust, responsibility and discipline. We’re not just meant to be stuck in an office all day. Showing up to work Monday through Friday doesn’t necessarily mean you’re checked-in and putting in your best work. People that actively pursue happiness in their personal lives and that have the discipline to do great work even when they’re not being “managed” are exactly the kind of people I want to work with.
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