Sandy Rubinstein, the CEO of DXagency, oversees all aspects of the digital marketing and advertisment company's operations: accounts, marketing, advertising, creative, development, finance, IT, legal, growth and a whole lot more. Rubinstein, however, insists that her most important task is the one that also keeps her employees the happiest."I'm the lucky person who decides what restaurant caters our Free Friday Foodie lunches," she told us. "I think the staff appreciates me most each Friday!"
Before moving to DXagency, Rubinstein worked in marketing, management and advertising for 20 years at an impressive array of companies, including TVLand, SyFy, Lifetime Television and Nick at Nite. Consequently, this Inspiring Latina — the daughter of immigrants — knows a thing or two about hard work and leadership. Read her advice below:
You're the daughter of immigrant parents. Has your upbringing impacted your success?
Being the daughter of immigrant parents, I was taught at an early age that failure was not an option. I was taught to work hard to achieve my goals. The day I started college I knew what I wanted to do in my career. I was passionate about making people “feel” something. Whether it was when I was singing, or acting, or presenting an advertising concept, I knew I wanted to engage with people on an emotional level.
That’s why I encourage my employees and mentees to find out what drives them. What are they passionate about? What do they want to be when they grow up? Once you figure that out, you can be unstoppable.
Did you always know you wanted to go into marketing or advertising? What intrigued you about the field?
Yes, from the moment I entered college, I fell in love with my marketing and advertising classes. I enjoy the challenge of finding the way to connect with the desired consumer and giving them a reason to develop an affinity for a brand or product. Finding that needle in the haystack is the ultimate challenge. The cleverness, the ideas and the creativity to achieve that connection is what drives me.
Could you describe how DXagency drives brand engagement for clients?
We believe many of our competitors provide a great amount of waste in their marketing plans and focus solely on driving sales. DXagency focuses first on what is it we want the consumer to feel, take away or remember about the brand we are working with. How do we give that consumer something that creates a relationship. We want to create a relationship first and once that is established is when we ASK the consumer to take an action. That’s when we build the most relevant plans to achieve those goals.
How has your previous experience in marketing for TV Land, Nick at Nite, Lifetime, etc. benefitted you as CEO at DXagency?
I have been blessed with the opportunity to work for some of the best and some of the not so best. You remember fondly those who were good to you, but you learn the most from those who were not. Those experiences defined the type of manager I wanted to become. I had seen firsthand how demoralizing and deflating a manager can be whether by design or by accident. The key is that the perception people around you have is more powerful than your intent. Especially when working in a youthful industry it’s important to manage each person in a way that brings out their individual best, encourages creativity and maintains a professional work environment for all.
What advice would you give other women who aspire to hold a position like yours or wish to work in the marketing/advertising field?
I would give them the same advice my mother gave me; Do it because you love it, not because you see it as a path to fortune. With anything in life, if your heart isn’t in it you won’t be successful.
How would you like DXagency to grow in the future?
I want DXagency to be the best place to work and the best agency to work with. I want people to say," Wow DX, I would love to work there!" In the late 90’s and early 2000 people would fall over each other to work at MTV. This year, I want that place to be DXagency.
And I want Total World Domination. Is that to much to ask?