Features

Perspective: Beverly Smith

Beverly Smith
Senior Director of Fashion Advertising
Rolling Stone
NYC


Job History
Receptionist and Media Planner at Peter Rogers Associates, an advertising agency
Media Supervisor and Media Director at Jeff McKay, an advertising agency
Fashion and Beauty Advertising Director at Vibe Magazine
Senior Director of Fashion Advertising at Rolling Stone magazine.

Three words to describe yourself.

Vivacious, intelligent, real!

What are you currently working on? What is your day-to-day responsibilities?

I'm currently working on developing Rolling Stone's list of fashion clients. Day to day, I meet with various clients ranging from urban fashion accounts to designer fashion brands and their respective agencies. Lots of lunches, dinners and getting to know clients, this is important to establish a mutual level of trust and respect.

What made you decide to pursue this career?

I didn't pursue my career, my career choose me. My innate people skills, interest in fashion, love of negotiating and pragmatic way of looking at business made me ideal to be a fashion rep.

What inspires/motivates you?

Smart, kind and adventurous people inspire me. My desire to face my fears and to achieve dreams of all kinds motivates me.

At what point did you decide to make this career choice?

I made a conscious choice to marry my knowledge of "high end" fashion and my respect for urban culture, when I took my position at Vibe.

How do you balance your personal and professional life?

I try to do no more than 3 "work events" at night per week. To decompress from my "high drama" work schedule, I travel extensively and I tend to gravitate toward destinations that wearing the "right" outfit or eating at the "in" restaurants is not important. This is extremely important since image and being cool is paramount to being successful in fashion.

What career achievement are you most proud of?

The year that Vibe had Gucci, Prada, Dior, D&G and various other luxury brands all running in the magazine. No other music or urban magazine has been able to achieve this since.

What was your biggest personal/career mistake and what did you learn form the experience?

Underestimating the importance of staying in touch with people that you meet along the way in your professional career. What I learned from that mistake is, that the more people you know the bigger your "network" of contacts are and that's how you get jobs!

How did you overcome any roadblocks?

By being myself, working in an almost entirely white industry (designer fashion) I realized early on that they didn't need another "white" girl or wanna-be. I've distinguished myself by being a Black woman from Harlem that's proud of herself and her culture. Real always wins!

Was there ever a time where you thought you would not succeed? Please explain.

There was a huge learning curve when I went to Vibe. Having been a Media Director, I was used to being the person that people courted, as a sales rep you have to court people and put yourself in a position daily to be rejected.

Is there a down side to your position?

The down side is having to be self motivated at all times. Most sales reps are motivated only by money; I'm more motivated by wanting to help my clients find creative solutions to their marketing problems, basically work that I can be proud of. It's lonely being the only one with that outlook.

What are your Guiding principles?

Honesty, graciousness, recognizing that everyday is a blessing!

What were/are your biggest challenges?

My biggest challenge was not believing the hype, European travel, discounts at the best designer boutiques, designer gifts at Christmas, appearing in magazines and on TV, you can start to think you have all that because you are a star! Invalid, "chicken today, feather tomorrow", all that stuff can go away in a heartbeat! I'm blessed to have friends that never let me forget that.

What are the personality traits you think a successful person in this industry should have?

Tenacity, when they tell you no, that's when the game really begins.
Integrity, don't lie, the world is too small, everybody knows somebody that you know and you will eventually be busted.

What advice would you give someone who is just starting out?

Many people don't understand how to network, what I always tell young people is, the first level of networking that you should do, is among your peer group. It's great to have a chat with the president of the company, but your fellow interns, assistants, coordinators; you guys are going through the ranks together. If they have a measure of respect for you and what you are trying to achieve, they are the ones that will recommend you for things once they get plugged in. A lot of people look at folks that the "come up" with as competition, in a short sighted way they are, but the big picture is they are allies. That's why fraternities and sororities are founded, you need family to achieve.

When is your Birthday? Where did you grow up? Where did you go to school?

I'm a Scorpio, my birthday is Election Day, November 2 (don't forget to vote). I was born and raised in Harlem and I attended NYU.

Message Beverly Smith and tell her what you think

Tiffany Hayden

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