What’s your role at ID? Why is this your jam?

I’m the Creative Director at ID. Basically, I get to stand around making things up all day, then a team of smarter, more talented people builds those things, and then I get the credit. I’ve achieved the American dream, and it feels wonderful.

NerfgunTell us about yourself from a professional standpoint.

As the old adage goes: “Success begins with general confusion and ends with getting your CEO drunk at a cheesy Italian restaurant.”

I got my start in content marketing and SEO marketing. Honestly, I worked there for over a year before I even realized I was in a marketing position; that’s how clueless I was. A rather unfortunate revelation I had at this point in my career was that I stopped learning new things. I loved college, and not for the partying—it was because everyday I went home, I brought some new tidbit of knowledge home with me.  College forces you to care about things you never thought to investigate. This made going to cocktail parties much more enjoyable because I was equipped with countless random facts to impress strangers with. But all that ended with my “marketing” gig. That is, until I randomly scored a copywriter contract, writing copy and voiceover scripts for an Audi app. After the work was done, I realized I could still learn interesting new things about topics I never thought to investigate on my own. It was a no-brainer; I immediately transitioned into a copywriter. I met ID when it was a young upstart. I was hire number 5 or 6. Our CEO threw me into the deep-end on multiple occasions and watched me nearly drown a few times.

Cut to three years later. During a lengthy metaphor—wherein John, our CEO, illustrated organizational-change management using saltshakers and two glasses of scotch at Patsy’s Italian restaurant—I was put in charge of the Creative department. My mother was very proud.

What about modern marketing trips your trigger? What is important about it or interesting?

We get to learn if our ideas actually work. When it comes down to it, our ideas are really educated guesses about human behavior. When we guess right more than we guess wrong, our ideas manage to develop intrinsic value. It’s fascinating, rewarding work, and it’s constantly changing. That makes it hard to get bored. Also, if ID is any indicator, modern marketers are all fabulously intelligent, hilarious, and interesting people. It’s not a bad industry in which to spend your days.

Tell a joke.

Is it just me, or is it solipsistic in here?

If you could change the ending of any movie, which movie would you take that liberty with?

The Tree of Life – We close on a shot of Sean Penn slowly combing his hair on a beach. After 2 minutes of this, Jessica Chastain’s voiceover begins: “Why did you see this movie?” Her question repeats, and repeats, and repeats. The scene lasts for a further 3 hours. That would have been a marked improvement on the original.

Choose a GIF that describes you as a person.


Lizzie Catalano

Author Lizzie Catalano

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Lizzie is a Marketing Specialist who supports ID’s growth as a member of the MSBD team. The majority of her time is spent maintaining this very website, running ID’s social media and internal marketing, and setting up business development and sales meetings. If you fill out our contact form, she is very likely the first person you will talk to.

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