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Welcome to 'Designing with EQ' by Carat, our content series that explores the diverse backgrounds, passions, and talents of our agency team and how they converge to design for people and brands. 

For this month’s edition, we sit down with Ashley, who shares how her background has helped her bring a different perspective to the Carat community and sheds light on the importance of daily routines that lay the foundation for success. Check out the full interview below!

Q> What is a unique aspect of your background or role that you bring to the Carat community? 

Ashley> I'm a Caribbean African American woman who originally came from a low-income upbringing. Initially, this aspect of my identity brought some insecurity when I entered the world of marketing analytics. I often felt disconnected from my peers due to my life experiences. At that time, I simply aimed to blend in with others as much as possible. But now, I've grown to embrace and take pride in my educational, socio-economic, cultural, and physical differences. These differences allow me to offer a fresh perspective and also to learn from diverse viewpoints. In a field where we still require progress in equity and inclusion, I'm aware that my representation holds significance. Just by being myself, I can make a meaningful impact, and I'm truly proud to contribute this wherever I go.

Q> Could you share some of your daily routines or rituals that contribute to a successful day? 

Ashley> I typically wake up at 5 o'clock every morning. I'm an early riser, and I usually start my day with a workout. Following that, I make sure to do something for myself. This morning, for instance, I braided my hair and took care of some laundry. This personal time in the morning sets a positive tone for the day. Around 7:30, when everything is calm, I prepare myself for work. At the end of the day, I follow a similar routine. After shutting down work, I take a walk along the waterfront since I live nearby. I might listen to a podcast or an audiobook during this time. This practice helps me unwind and transition from work mode. By starting and ending the day with something for myself, I find I'm in a better position to give my best to others throughout the day. These routines truly bring out the best version of me.

Q> Can you share the most impactful career advice you've given or received? 

Ashley> I've been fortunate to receive some excellent career advice. One piece that resonated with me is the idea that “a leader isn't a leader until they can make a leader that can make another leader.” This emphasises that your contributions should extend beyond yourself. If the only time progress is visible is when you're present, then you're falling short as a leader. Building teams that can thrive without your constant presence is essential. Creating an environment where individuals can learn, grow, and stretch requires relinquishing control. Results might not always match your exact plan, but that's the only way to foster growth. It's alright if an email isn't perfect or a deliverable doesn't meet your initial expectations. The key is working alongside your team, offering guidance, and granting others room to excel.

Q> What media trends do you currently observe affecting our industry? 

Ashley> I'm keeping an eye on two significant trends. As someone rooted in analytics, I have a distinct perspective. First, there's the ongoing fragmentation of audiences and media. It seems like every time I turn around, a new media platform emerges, leading to diverse measurements and purchases. Unfortunately, measurement often takes a backseat in this scenario. Each new media addition brings data availability, capability, and methodology challenges. The landscape is noisy and ever-changing. Staying ahead of these changes is crucial to advise clients, guide my teams, and maintain a strong standpoint. Even today, I found myself discussing retail media, and it's overwhelming how these formats differ. The second trend is cookie deprecation. I think the industry has grown overly reliant on cookies and they've blurred the lines between measurement and incrementality. Now, we're compelled to explore incrementality's true meaning and impact in a more nuanced way.

Q> How do you define EQ? 

Ashley> For me, embodying the leader I aspire to be means demonstrating authenticity, vulnerability, and extending grace. I recognise that as an individual, I won't always have the perfect answer at the exact moment someone needs it. I try to share my experiences openly, including instances where I've made both right and wrong decisions. My hope is that people perceive my sincerity and intent and place trust in me. I want them to understand that I'm being genuine and genuinely trying to assist them. It's an answer that resonates with me because EQ goes beyond mere emotions; it involves self-awareness.

Carat is uniquely positioned to design for people on behalf of brands. Our people are our greatest asset, bringing diverse backgrounds together to bring insight and emotion to marketing. Interested in learning more? Check out the Carat LinkedIn page .