INTERVIEW WITH REBECCA VICKERS (VP OF OPERATIONS AT FMO MEDIA

Personal Journey

WIDD Network: How did you discover your passion for Marketing, and what steps did you take to pursue it?

Rebecca: I inadvertently fell into marketing right after college when I started working as a brand ambassador on street teams to promote products, events, and big brands. I enjoyed meeting new people, learning about the promotion, and finding ways to connect with strangers. One of my favourite promos to work on was the PNC Grow Up Great event. We helped educate and engage with kids and families at festivals to inspire and expand their imagination and encourage their potential. I returned to work on that event several summers in a row because it was such a great experience. 

More formally and officially, I began as a Marketing Assistant for a non-profit theatre. I was a recent graduate pursuing my passion and career as an actor, and I joined a company as a theatre fellow. We were assigned a “day job,” and when my talents for writing, graphic design, and an aptitude for technology were discovered, my journey into digital marketing officially began. Because the theatre had a scarcity of resources, I was able to innovate new ways to adapt to best practices, leverage social media marketing and email marketing to engage new audiences and generate sales and growth overall. 

Fortunately, I had great guidance from leaders and board members who challenged me, and my innate curiosity led me to develop greater skill sets. This was also when theatres and for-profit businesses were still figuring out social media marketing. It was new to the scene and exciting to be a part of that initial phase and opportunity. 

Challenges and Growth

WIDD Network: What has been the most challenging aspect of your career, and how did you overcome it?

Rebecca: As a younger professional, I wanted to thrive as an artist, so I leveraged my strengths to create an unconventional and flexible career that allowed me the opportunity and time to pursue theatre and film. I aimed to thrive and not succumb to the cliche of being a “struggling artist.” Finding jobs that offered the flexibility to take off for auditions and rehearsals or even understand my goal was challenging.

I quickly learned I needed to develop my marketing skills and learn as much as possible to add value to others to build the kind of work life that allowed me to pursue my passion.  Plus, I had my physical abilities and coaching skills, so I became a fitness professional, teaching clients group fitness and personal training. This allowed me to construct a schedule that was both flexible and supported my career trajectory. 

Most working environments I’ve been a part of disregarded the idea of encouraging or celebrating an individual's diversity or pursuits, something I experienced even in the non-profit theatre world, where there are amazing folks with diverse abilities. 

Human beings are capable of great growth and creativity. I don’t consider myself one thing or want to be put in a box and labelled by one role. I don’t want to be pigeonholed as simply “an actor” or  “a marketer.” I've known I am capable of so much more. I had to learn to focus on my journey and growth and build the life and career that best suited me. I had to learn to focus on my priorities, silence the critics who didn’t share constructive criticism, and seek out a select group who championed me and my goals. 

Mentorship and Learning

WIDD Network: Have you had a mentor who played a crucial role in your career? How did they impact your professional development?

Rebecca: I’ve been blessed with so many wonderful mentors in my life. I wish I could give them all a shout-out, but I will highlight one, Kim. Kim Reilly was my mentor and boss while I was a Marketing Fellow during grad school. As Villanova Theatre’s Marketing Director and professor, she offered me the first formal marketing training that helped connect the dots and bridge the gaps in my knowledge and experience. 

More importantly, Kim has a compassionate heart and is a great listener. Having gone through the same graduate program, she offered wise counsel and a great perspective beyond my work and studies to help guide my post-graduation steps.

Kim was and continues to be the best example of a boss and mentor for younger professionals - and I'm so thankful for all she's taught me.

Diversity

WIDD Network: What's your take on diversity?

Rebecca: Diversity is essential for human inclusivity and connection. I would be incredibly bored and unmotivated in a room full of clones of myself! A mix of different backgrounds, interests, and skills makes life so fascinating and fun. And when it comes to teams, diversity is an absolute must. I have found this especially true over the last 5-7 years as I’ve been responsible for hiring and training interns and employees across different roles. I know first-hand that a diverse group brings out the best in art, collaboration, culture, and problem-solving.

WIDD Network: What has attracted you to WIDD Network?

Rebecca: It’s so easy to feel connected on social media, especially when working in digital marketing, but it takes real effort to build relationships. I love to learn and interact with others, but the opportunity is limited in our now more remote age. So, I’ve made a conscious effort to use the technology and social media available to engage and interact more with groups and individuals online to build a stronger network and forge relationships that I hope will extend beyond the digital landscape. 

Industry Insights

WIDD Network: What trends or developments in the industry do you find most exciting or challenging right now?

Rebecca: AI is a thrilling trend that presents us with a challenge and important question: How do we use it safely? AI allows for greater efficiency and effectiveness of time and productivity, great for sparking ideas and inspiration, but going back to the old Russian saying “trust, but verify,” I believe we need to be mindful of how we use this new resource. There’s the potential for bias and misinformation to infiltrate our work if we rely on AI to do our thinking and the entirety of our work without oversight and human management. With AI, we can create content at scale, but this poses an ethical challenge for those who may abuse creators' work.  So, in some ways, we're faced with a perplexing challenge—but what an amazing world we live in to have the technical progress and innovation.  Quite thrilling! 

Advice for Aspiring Professionals

WIDD Network: If you could go back in time and give your younger self one piece of advice, what would it be?

Rebecca: Your time is the most precious resource, and you cannot get it back. Be mindful of where you invest this asset, and don’t allow others to take advantage of your energy or efforts.

WIDD Network: What advice do you have for young professionals aspiring to excel in Marketing?

Rebecca: You don't have to have a marketing degree to be successful in the field. Whether you have formal education or not, the playing field is always levelled with technological advancements, algorithm updates, and how content is created and consumed. So, stay humble, be open to learning, and invest your time and energy into adopting the basic skills. There are plenty of free online courses that can help you get started. I personally remain sharp by taking certifications from HubSpot and participating in webinars with industry leaders. 

Legacy and Future Goals

WIDD Network: How do you envision the impact of your work in the long term, and what legacy do you hope to leave?

Rebecca: I’ve been known and called a “fixer” and an “intrapreneur.” My mother always taught me to leave a room better than I found it. I’ve adopted that mentality in everything I do, asking myself, “How can I help create something better for everyone?” and “How can I help other individuals realise and maximise their potential?” Whether I’m leading strategy, producing a film, or managing a gym, whatever my career role has been, I want to empower others and create an environment where others are set up for success. 

Personal Insights

WIDD Network: Outside of work, what hobbies or activities bring you joy and recharge your creativity?

Rebecca: Whenever I can relax with my wonderful husband, Shiba Inus, the cat brings me joy. Sometimes, recharging means finding meaningful ways to move with a family hike or exercising. Otherwise, I like finding peace in a good cup of coffee and conversation at my favourite cafe or restaurant.

WIDD Network: Is there a mantra or guiding principle that you live by in both your personal and professional life?

Rebecca: As a Christian, I seek to honour God and be a light in everything I do. I know I fall short, but having my faith has given me strength in challenging times to help me persevere. The values I draw from my faith - integrity, honesty, and being a servant leader - guide my decisions and interactions.

Connect with Rebecca on LinkedIn

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