One of U.Group’s greatest sources of pride is our team. Their talent and passion enable us to bring the best solutions possible to you, our customer, and we truly couldn’t do it without them. Each month, we’ll shine a spotlight on a member of our team, giving them an opportunity to talk about what they do at U.Group, what inspires them, and more!
This month we’d like to introduce Genevieve Malandra, a senior marketing strategist currently working on several U.Group accounts. When Genevieve joined the U.Group team, she brought with her a wealth of knowledge and experience on public relations (PR), media relations, and a solid eye for strategy. Read on to find out what inspires Genevieve to be the powerhouse strategist she is!
Describe your role at U.Group in 140 characters or less.
GM: Senior Marketing Strategist with specialized skills in PR and its diverse functions including editorial coverage, media relations, social media, and events.
How did you discover your passion for public relations?
GM: Storytelling is an area where I have always excelled. In 2nd grade, I won a Young Authors competition in my county for an illustrated story I created about a leprechaun. I love to write, and I especially love to use language as a key function in branding and creating the right image for a product, person, or organization.
How do you define success in your role? What has been one of your biggest wins?
GM: It can sometimes be hard to quantify success in PR. Some days success is signified by editorial coverage for a client in a premier media outlet, other days success is defined by how well you have minimized a crisis. I have learned to personally define success as consistency and tenacity—giving my best each day, regardless of what I encounter, and never giving up on reaching any client goal.
I would classify my biggest wins in PR in two categories: first, some top-notch editorial placements I have garnered for clients in publications like Vanity Fair and Esquire. Second, some exciting brand activations I have helped to create and execute, including a partnership with an independent New York Fashion Week show where models wore our clients’ headphones down the runway.
Do you have an outside hobby that influences your professional work? What is it and how does it influence you?
GM: My yoga practice is important to me outside of work. It keeps me relaxed and focused.
If you had one piece of advice to give someone just starting out in your field, what would it be?
GM: Keep up. Don’t stop. PR is a high-energy and competitive field. Top media placements are extremely difficult to land. However, anything is possible with hard work. Be tenacious and remember: if at first you don’t succeed try, try again!
What is your favorite place in the world, and why?
GM: Hawaii has to be my favorite place in the world, and it has everything to do with how simply breathing air there seems to have some magical relaxation effect.
What is something few people know about you?
GM: My parents were always amazed at how much I loved to eat vegetables as a kid, except lima beans. I hated lima beans and I actually still can’t eat them.