The world of marketing according to Tristan Pinero
Creative Salon: What do you like about being a marketer?
Tristan Pinero: The variety. I think there’s a big human psychology, part of it in that you really have to get under the skin of your audiences and really understand their lives, what matters to them, their pressures, their joys, their loves. So that’s something that I find fascinating.
I also adore the constant creative muscle that’s needed to constantly create new campaigns, new content, new events, and new executions.
And of course, the comms part of marketing, it can’t be underestimated how important it is. I’m a firm believer that comms and marketing are one but in many places, they’re seen as separate things. It all needs to make sense together and as integrated as you can be in every possible touch point.
What frustrates you about marketing?
Everyone thinks they’re a marketer, and everyone has opinions on marketing. We are having all the fun, but at the same time, it’s a combination of art and science, and there’s a lot of hard work behind it. The frustrating thing for me is frequently the amount of cooks that want to get it get involved in the kitchen, but at the same time I get it because we do all the cool stuff.
What are you excited about for the future in marketing?
Definitely creating more open and honest discussions about real issues that affect our community, it is very much at the heart of the strategy.
We just wanted to start that dialog, to get it “out in the open”, as the title says, with voices from the community who have lived experience, in partnership with You Are Loved, and this isn’t for us to be in any way judgmental or to tell people how to live their lives. It’s really just starting an open and honest conversation about the lived realities of many people in our community.
We don’t want to shy away from it. We want to have those difficult conversations, to pave the way for everyone to have them, and to really, in a way, show that we are aware, that we are listening, that we do care, and that we want to be part of the solution.