Interview with Molly Aaker, Strategy Director at Publicis New York
"No one knows what they’re doing. And you’ll figure it out too".
‘Word to the Wise’ is a Client Interview Series. I have had the privilege of working with many extraordinary creative leaders over the years and this is my way of sharing snippets of their experiences. Not just because they are inspiring but because they are relatable.
Molly Aaker is a Strategy Director at Publicis New York with a 15 year career that has spanned across strategic disciplines and categories. Her career highlights include: helping UPS define and articulate their purpose; helping a high stakes executive recruitment firm bring their humanity to life digitally; conceiving the beginnings of a global PUMA repositioning; and other projects where she worked closely with interdisciplinary teams and clients to solve complex challenges that transformed businesses.
Outside of strategy, Molly has been a longtime contributor to Getty Images as a photographer and is working on a semi-autobiographical novel. She recently welcomed a daughter as a single mother by choice and lives in Brooklyn where she’s very tapped into both her local community and that of the broader strategy world.
How would you describe your typical day as a Strategy Director? What are your favourite parts?
The best part of brand strategy is there are no typical days.
Before maternity leave, I was on an account where I had to flex my strategic muscle in terms of solving a range of client challenges across strategic disciplines (engagement strategy, business strategy, media - whatever was needed). Now that I’m back, I’m on a pitch - doing more typical brand strategy. I love the discovery process of getting to know a new category or brand and finding that one juicy tidbit or a synthesis of many discoveries that reveals the brand DNA.
With ad agencies, I love the range of people we get to partner with and their different approaches to problems. When I’ve worked at design firms or with the output being design, seeing the new brand come to life gives me that aha, warm feeling, deep in my soul like I’m exactly where I’m meant to be. I love nearly every part of my job and am grateful that I’ve landed in this field.
You’ve recently become a mum. What has your experience of the ‘working parent juggle’ been like so far?
On the bright side - I’m seeing how it’s true that a working parent is really a great asset to a company. I find myself being super efficient, fast, and focused during work hours in a way that I wasn’t always before. Nothing like having a life-changing responsibility to light a fire under me. But all of the outside ‘career-making activities’ seem like a far-off goal - like attending happy hours or client dinners, networking events or contributing to my industry outside the 9-5. I’m glad I at least built a strong network pre-baby.
My company has been very understanding but there are many realities that have hit me in terms of my career and other shifts that parents have to deal with - especially single mothers. It’s definitely been an adjustment. Like, for example, navigating the need to pump with the need to attend meetings and do focused work. Or getting out by 5pm to get to daycare with a very unpredictable MTA. Or even seeing myself going after clients that are outside of NYC. Work travel might have been slightly exciting pre-baby but now it seems terrifying in terms of logistics.
Do you have any advice to give to other working parents or those considering going down that path?
Just do it. Life is short. If you want to have a baby or start a family, don’t let anything get in the way. You’ll figure it out on the way. But it helps to look at organizations where employees / leadership have families or don’t have a culture of showing face after 5/6pm in the office.
Your career is long and there are many different seasons. For instance - you may want to prioritize stability during this time, whereas another time in your career, you would have prioritized growth. Don’t be so hard on yourself if starting a family means taking a step back - because there will be time to dive back in and leverage all the motivation, skills and experiences that you’ve amassed.
What has been the most significant sacrifice you’ve made in pursuit of your goals? Was it worth it, and would you make the same choice again?
When I was freelancing, I chased as many exciting brands and projects as I could. I felt like I was making a real difference and felt engaged with everything I did. I sacrificed financial stability and financial growth. But when I decided to go on this journey, it was a realization that not every assignment or day would be an opportunity to make a visible impact - or work on an exciting brand in the area that I excel at. So I sacrificed some growth for financial stability which I don’t regret.
Looking back on my career, I probably should have spent more time full-time versus freelance in order to get consistent mentorship, promotions and financial stability. But then I would have never had done some career-defining projects. I try not to look back too much with regret and think ultimately, I am a better strategist for having had so many diverse experiences.
If you could tell your younger self one thing, what would it be?
No one knows what they’re doing. And you’ll figure it out too.
What was a moment in your career when you felt most uncertain? How did you navigate that period?
A few years ago, I went full time at an ad agency to work on what I thought was a dream client. But then 6 months later, I was asked off the account without much explanation (probably all political) and got laid off shortly after when the accounts that were available weren’t my jam. I ended up having some amazing freelance projects right after, but it definitely made me question whether or not I could navigate full time or working on the day-to-day strategy of an account.
My approach has always been to have a thick skin and to dive right back in - which is what I did. In retrospect, when I look back to taking that job in the first place, I learned it’s important to be in a position where you can thoroughly evaluate an opportunity and listen to your gut without the desperation around finances or timing obscuring any signs it may not be the right fit.
How would you describe your leadership style?
I roll up my sleeves and offer to take charge or help, versus leaning back and waiting for instructions.
When it comes to managing people, I try to act as a coach with the hope that I help shape them into better versions of themselves.
What do you think is the most important leadership attribute in today’s world?
Empathy and personability - curiosity and caring about the people you’re leading.
Is there a podcast, substack or book you’ve recently enjoyed that you’d recommend?
I’m a huge fan of anything with Scott Galloway, the professor at NYU's Stern School of Business. His podcasts are called Pivot and The Professor G Pod. I probably need more female leaders in my current podcast rotation but I appreciate his humility and ability to bring in outside expertise and offer nuanced perspectives.
He says something like “success is in the agency of others” which in some ways speaks to the previous question around leadership attributes. We are way more powerful as leaders when we can spot talent and nurture that talent to achieve our goals.
It’s been a bit, but when you reflect on our coaching sessions what has been your biggest takeaway?
My biggest takeaway is that when you’re trying to pivot in your career or you feel you’re plateauing and you want to move forward, it’s critical to take a step back. You need to evaluate where you’ve been and delve deeper into assessing what you truly value before creating a vision to move forward. You can uncover your deep-rooted values to see where you ultimately fit within an organization, or even understanding what you value for your next role - stability, growth, work-life balance, etc.
If you’re interested in learning about coaching or are seeking personalised guidance, feel free to explore the Sageform coaching studio or book an intro call.