Laura Nix

EVP, Business Unit Lead

EVP, Laura Nix has climbed up the ranks in her 20-year career at Empower making her a well-rounded leader that clients and colleagues trust and look to as a guiding light. She’s molded herself into being a retail thought leader credited to her experience driving results for clients like Famous Footwear and PetSmart. Clients also in Nix’s unit are Gorilla Glue, O’Keeffe’s, O-Cedar and Brooks Running.

Laura is an experienced retail leader, bringing hard-earned business insight to her clients marketing efforts. She applies her deep retail and franchise experience to get results for her clients.

Pushing clients out of their comfort zones has been a defining strategy in her career, driving her teams beyond standard media strategies.

With a background in media planning and buying at national and local levels, Laura has led marketing strategy for a variety of client teams including Famous Footwear, Meijer, Michael’s 11 Arts & Crafts, Paramount Parks, Herschend Theme Parks, Mederma, Naturalizer, Shoes.com, Dick’s Sporting Goods, and 5-hour Energy.

Interview.

Laura Nix

What’s the biggest lesson you’ve learned in your years leading media for retail clients?

The current of retail is fast, swirling, and can at times feel like it’s all whitewater. To thrive in the retail category you need a SWAT team of experts that are diverse and play off each other’s strengths. You need at least 1 truly seasoned retail expert to navigate the waters who can keep you from making critical errors. Other experts can be outside the field itself but should include a daring soul to push the group to discover new territory. And you need at least one cheerleader to keep the group positive and enthusiastic about the many ups and downs of retail.

To thrive in the retail category you need a SWAT team of experts that are diverse and play off each other’s strengths

Where do you find leadership inspiration?

I am blessed with parents who practiced small acts of service daily for others without reward, recognition, or credit. Their actions were the foundation that taught me leaders are not defined by their titles, position, IQ, nor pedigree. True leadership is in service of others. When I see our receptionist greet guests with a warm, genuine smile, I see I leader. When I see a manager give credit to others and take accountability for mistakes, I see a leader. When I see women raising each other up and not tearing each other down, I see leaders.

What must smart marketers do in order to continually progress?

Read books.

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