Marina Maher, CEO and Founder of Marina Maher Communications (MMC), has blazed the trail for successful women in the beauty communications world. Here, Marina’s words of wisdom on how to best navigate the industry.

We live in a remarkable time of change. You are likely among the first generation who have been “always connected” from childhood and have been part of an extraordinary evolution in our culture where technology seems to make “anything possible.”

The nature of the beauty industry is no different. Regardless of whether you work at an agency, in-house or a beauty platform, opportunities can feel endless and ever-changing.

But that wasn’t always the case. I started MMC with a clear mission to give women a voice AND a seat at the table – a rarity at the time. Finding the right insight to talk with women – not at them – has shaped the growth of MMC to become the creatively-led, digitally-driven agency that we are today. We’ve grown from a specialty boutique to a thriving mid-size agency and were named the Global Consumer Agency of the Year by The Holmes Report in October for our work to shape perception through influence in the beauty industry and beyond. What’s exciting about today is that, unlike the generations before you, there are so many more successful women to pass along advice. It wasn’t always that way, which is why I’m thrilled to be able to share a few insights I’ve learned over the years. It’s the same advice I would have craved when starting my own career.

1. Network early and often


It’s never too early to network. The people in your classes or early on in your career can be the allies, mentors and leaders of tomorrow. Who inspires you, makes you work harder or ask more questions? Those are people you want to stay in touch with from the beginning of your career onward. Use Linked In – it’s one of the best career building tools, ever. Set a goal of how many new people in the industry you will meet each year – not hard to do by joining CEW and going to events.

2. Be insatiably curious
Being curious about people and what makes them tick is key to being successful in communications. The Beauty industry lives and thrives on consumer insight, so it’s important for you to be constantly curious about what people care about, what they read, how they shop and what they buy. Ask if you can work behind a counter, spend your weekend watching people shop at retail. The head of a major beauty company spends his Saturday mornings going to all the key department stores in his city and talking to the people who serve his customers. I know, because I have seen him! You’ll often find me talking to our staff, clients, people next to me on an airplane…or better yet at a beauty counter or wall. I have a genuine curiosity about people and what makes them tick, why they buy something – or don’t.

3. Do your homework


Every interaction you have is an opportunity. Whether it’s an interview, a business meeting, or product launch, you have the power to shape your reputation and career at all of them. So be prepared and do some online research. You’d be surprised how often a little homework on people you’re meeting can pay dividends. Your interest in them will naturally translate to their interest in you.

4. Never pass up an opportunity


In today’s world, status quo is the enemy. Some of the most successful women I know have taken a risk early in their career. Don’t be afraid and go for it. It might just pay off and if it’s at the beginning of your career, you can always course correct. In fact, if a job opportunity isn’t a little bit intimidating….my advice is don’t take it. It won’t stretch you enough and allow you to see what you are capable of.

5. Negotiate. Negotiate. Negotiate.


It can be said that women are better at compromise than conflict. A lot of business is about negotiation—whether it’s about salary and title or ensuring that your idea for a campaign prevails. Yet, frequently this can be a struggle for many women. Take a class on negotiation skills and then go back and take an advanced class. You will use what you learn almost every day of your career. Just remember that in business, you must take emotion out of the equation and have the coolness and confidence to come to a solution where everyone feels like they win. That’s effective negotiation.

Regardless of where your career takes you, and what advice you choose to take, one of the most important truths I’ve learned is that we all rise together. My mother used to say there are three types of women: those who give you the recipe, those who won’t and those who say they will, but never do. Don’t be one of those. Help your sisters. There is so much more work to be done and I look to you, the next generation, to take us one step further. Pass it on.