Interview with Suzanne Frijling

WIDDNetwork: Suzanne, can you tell us a bit more about your journey from high school in Holland to your current role in digital marketing and design?

Suzanne: From a young age, I knew I didn't want to stay solely in Holland. Also, I was very fortunate that my parents took me on trips all over the world. And this sparked my interest in different cultures, languages, and art even more.

But the push to move to other places was also a coping mechanism for a big tragedy in my life. My mother died of breast cancer just a year before high school final exams. And I had to assimilate somehow. I did this in Spain, and living there felt like a big warm bath. My initial plan was to stay there learning Spanish for just a year, but it turned out to be a Bachelor's degree in Art History at the University of Malaga.

Another aspect of me is that I love being an outsider. Being confined to a single group is unbearable for me. In high school, I mingled with various groups—the nerds, the popular crowd, the wealthy, the less fortunate, and everyone in between. I like to observe and listen to different stories.

So curiosity about people's stories has been my thread throughout my life. Art is about storytelling. Culture is about storytelling. Now my job is to listen to my clients' stories and convert them into strategies that resonate.

WIDDNetwork: What inspired you to pursue art history in Spain and how did that experience shape your career path?

Suzanne: While traveling with my parents as a child, art played a prominent role beyond ticking boxes. We visited many museums, historic churches, and palaces that ignited my curiosity. So, my choice to study art history was just a logical one. I wanted to dig deeper.

Art history is not just memorising facts and being in eternal awe of contemplation. Art is dialogue and broadens your horizons. It doesn't tell you what to think. But it merely invites you to think about the world in a different way. In other words, my studies shaped me into a critical thinker. And this is even more of a must-have skill with the AI boom we’re experiencing.

As marketers, we can learn a lot from artists. Vincent van Gogh, for example, still resonates with us after 150 years. Why? His message was authentic, and he stuck with his vision no matter what. Content marketers are looking for exactly the same, aren’t we?

WIDDNetwork: You have lived in several countries and immersed yourself in various cultures. How has this global experience influenced your work in digital marketing and design?

Suzanne: I’ve become more self-aware of my background, culture, and prejudices. Because you might know everything about yourself until you don't.

I've clashed multiple times, and the normal human thing to do is complain about that culture. When a perspective contradicts you, the first reaction is to reject it. It's more powerful though, and very difficult at the same time, to show compassion. I've learned that there's no good or wrong, just different.

So after living in such a wide range of environments, I'm used to putting myself in other people's shoes. And marketing needs empathy to build genuine and effective connections.

WIDDNetwork: What were some of the key lessons you learned while working in the Turkish contemporary art scene and managing an art gallery in Quito?

Suzanne: Don't judge people too quickly, but be curious, ask the right questions, and listen.

Before living in Türkiye, I believed veiled Muslim women equalled conservatism and oppression. But the reality is much more nuanced. When I spoke with these women, they surprised me with their open-minded worldviews. Also, it happened the other way around. Other Turkish women who appeared modern, their stances were quite the opposite. Nothing is what it seems, so dig deeper. And this also complies with content strategies.

Another lesson is that other communication styles exist. I became more aware that my Dutch directness could be perceived as complete rudeness. No other culture is as straightforward and non-hierarchical as the Dutch. I had to tone it down, especially in Turkey and Ecuador.

WIDDNetwork: What motivated you to start your own hostel in Trinidad de Cuba, and what were some of the challenges you faced as a business owner in a new country?

Suzanne: I have a deep bond with Cuba. From my early days as a student, I visited the island frequently as my father married my Cuban stepmother. And after managing the gallery in Quito, it was time to build something of my own. Already in high school, I felt that one day I wanted to be my own boss. And back in 2016, all things came together at the right time and in the right place. In Cuba, you truly felt the vibes of optimism. Barack Obama visited the island, the Rolling Stones performed their first-ever concert in La Habana, and tourism boomed. As the country was opening up economically and diplomatically and still very virgin in business, I sensed it was an ideal moment to start a hostel.

Cuba felt like home quickly because of my family, but I can't deny the challenges. One big difference is that life in Cuba is much more manual. Water is pumped into the cistern once or twice a week, for example. Then, every day, we had to pump water back up to the roof reservoir. Nothing could be done quickly, so living there was the ultimate test of patience.

You have no supermarkets as we know in the West, nor do you find abundance. You have one brand of milk, one brand of diapers, one brand of cheese, and so on. However, I experienced this fact not only as tough. It was also liberating and inspiring.

Challenging because I needed to learn where to find things. The black market was often the place to go… The government-owned shops were empty, but these small, often illegal businesses on the streets were flourishing.

On the other hand, this excess-free choice liberated and calmed me. Because I just had to live with the options available and that's it. Also, with scarcity you become inventive and resourceful. Cubans call this an "invento", or in other words, a creative solution. This Cuban resilience truly inspired me and taught me to think outside the box.

Another difference is that I'm a control freak, but Cubans live by the day. And this means literally (at most!) 24 hours. I often hear my stepmother say: "Tomorrow I could be dead, so why worry about it?" This mindset was frustrating because, for my business, I thought long-term, not day-by-day.

Lastly, Cuban society is more communal and less individualistic. This means that if you have more, you can share more. And if you don’t do this with your family, friends, and neighbors, you’ll get shunned. You help them and they help you. It's real community living. I frankly found it at times very hard, as I came from a highly individualistic society. However, I clashed again when I returned to the West. Why can't we share more and be less materialistic?

WIDDNetwork: How did your interactions with local artists and understanding of Cuban history enrich the cultural experiences you offered to your guests?

Suzanne: Firstly, I shared a close personal connection with the artists. They taught me a lot about Cuban history and their enormous resilience. I think my guests could feel this good relationship.

Also, the outsider role helped me. As someone who studied Art History from a Western perspective and lived in a country that rejects many Western principles, I had unique insights to share. And more and more I understood that humans are creatures of habit. Once you're born in a place, your perspective is extremely difficult to change. But I was in a very special situation that experienced both sides. And in general, my aim was for guests to experience Cuban culture on a deeper level than just sipping a mojito on a beach. (Which of course very nice to do as well!)

WIDDNetwork: COVID-19 had a significant impact on many businesses, including yours. Can you share how you coped with having to close your hostel and the steps you took to reskill yourself in content marketing?

Suzanne: At first, we hoped the situation would improve and business could resume. However, the complete opposite happened. Cuba is facing a tremendously hard time right now with skyrocketing inflation causing impossible prices for basic items. Doctors don't have the resources to treat patients. There's a continuous lack of fuel, which means numerous long power outages and public transport is almost non-existent. These are only a few examples of what's going on at the moment. My heart goes out to my Cuban family, friends, and neighbors. Though I do what I can to help, I feel powerless that I cannot do more. Yes, it hurts.

When we decided to stay permanently in Spain, you could imagine a "What now?" moment. I had to analyse how I could transfer my skills and experiences to a new career. Digital marketing wasn't totally foreign to me as I managed social media for the art galleries and my own business. Also, I built websites. But of course, it wasn't my specialisation.

As I learned more about digital marketing, I was more intrigued, and I liked the possible idea of working remotely. On Facebook, I came across the Acadium platform. Their role is to act as an intermediary between companies and individuals without hands-on experience in digital marketing. I tried traineeships through them, and fortunately, one of these early gigs became my first big client, the European Association of Communication Directors (EACD).

WIDDNetwork: What was it like to transition from running a hostel to organizing a virtual summit and eventually working for the European Association of Communication Directors (EACD)?

Suzanne: 3 years ago, I was in survival mode without really assimilating to what had happened. The realization of pain came much later. My attitude was just do it and see where it takes me. I committed myself to this new job with all my fighting spirit. But you cannot imagine a greater world difference. I came from a slow-paced communal world to a highly competitive corporate life. Frankly, I observed this other kind of life sometimes in disbelief. I was also a bit intimidated because they were all very senior-level professionals. But then, in the end, we're all just people, right? So, this transition really reflected my ability to adapt and be flexible.

WIDDNetwork: What advice would you give to women who are looking to enter or transition into the field of digital marketing and design?

Suzanne: At first glance, the skills you learned may seem inapplicable if your professional experience looks diverse. This is nonsense, however. You can learn any skill with the right attitude. In other words, skills aren't that critical, attitude is. And when you're positive and resilient, you can do anything. Never stop believing in yourself.

So, don't stop being curious, so read, and take courses.

Be open-minded and adaptable to any changing situation.

Talk to people in the field as much as you possibly can. In Dutch, we have an expression: if you don’t shoot, you would never know if it was a hit. So, contact people, even if you think they won’t answer.

WIDDNetwork: How do you stay inspired and motivated in your career, especially after such diverse experiences and significant life changes?

Suzanne: One of the reasons I love this current career is because I meet so many different people from all over the world. Each of these clients has a personal story to share. As Simon Sinek would say, there's their "Why". This keeps me both inspired and motivated, really.

WIDDNetwork: Why is DEI important to you?

Suzanne: When I lived in Cuba, I became even more aware of the colonial past. Because not only Spain’s relations with Cuba, but all Western powers influenced the social and economic situation in Cuba throughout the 18th and 20th centuries.

Also, Trinidad de Cuba has a long intriguing, yet horrifying history of slavery. I took my guests to the historical sugar plantations and explained how this past impacts still until today. My biggest surprise was that many Westerners didn’t really know this history and it’s not taught well in schools. So much work remains to be done. And there are yet many blind spots to reveal.

WIDDNetwork: What attracted you to WIDD Network?

Suzanne: It's great to be part of a community that supports one another. Fighting for equal rights is not solely about criticising patriarchy. To emancipate in today's society, we must empower and help other women to grow. And this network is an excellent example!

WIDDNetwork: Looking back at your career, from art history student to hostel owner to digital marketing professional, what are you most proud of?

Suzanne: The ability to adapt to new situations. I’ve overcome many life changes and I survived 🙂.

WIDDNetwork: How have your personal experiences and challenges shaped your professional philosophy and approach to work?

Suzanne: Finding balance has been one of my greatest struggles. Because when you don't stop, you crash. And that is what I experienced last year. I’ve suffered from mild depression because I forget about myself, my dearest people, and my hobbies. My strength is to focus, but when it comes to extremes, this becomes my weakness. Finally, I took the time to feel the pain and accept the new situation. With ups and downs still, I'm in a much better place now.

WIDDNetwork: Can you share a particular story or moment from your career that you found especially inspiring or transformative?

Suzanne: I think the moments when I became more self-aware were the most transformative. It’s also hurtful because you understand that your opinions are just one truth and not THE truth. Looking at yourself in the mirror is not easy. However, these moments were the most enriching in my life.

I clashed with an employee in Cuba when she, out of the blue, didn't show up one morning. And of course, I became very upset. On my blog, you can read more...

WIDDNetwork:What message would you like to send to women who are navigating their own career paths, particularly in male-dominated industries?

Suzanne: Be your authentic and honest self and work from your strengths, not your weaknesses. (Or, don't take your strengths to extremes!) Balance your life. Life is short, so enjoy it while you can. Don't compare yourself to others. You just do you.

Don't be mean and jealous, please. If we want equal rights, we should allow other women to grow. So, be happy if another woman is promoted. And if you're a mother, don't raise your son like a prince. They can wash, iron, and do the dishes.

Try things out of your comfort zone, because only then will you truly learn and get to know yourself. On this last note, I’d like to end with this quote from my all-time hero David Bowie:

“If you feel safe in the area you’re working in, you’re not working in the right area. Always go a little further into the water than you feel you’re capable of being in. Go a little bit out of your depth. And when you don’t feel that your feet are quite touching the bottom, you’re just about in the right place to do something exciting.”