Mindful Creative Podcast: Building a Successful Marketing Career and Business with Itir Eraslan

Episode Title: On Building a Successful Marketing Career and Business - Itir Eraslan
Host: Radim Malinic
Release Date: January 6, 2025

Introduction

In this compelling episode of Mindful Creative, host Radim Malinic engages in an in-depth conversation with Itir Eraslan, a seasoned consultant, Chief Marketing Officer (CMO), and brand strategist based in New York City. Drawing from her extensive experience at Nike and her journey into founding an independent consultancy boutique agency, Itir shares invaluable insights into building a thriving marketing career and business.

Early Career and Transition into Marketing

Itir begins by recounting her unconventional entry into the marketing world. Originally a textile engineer, she joined Nike as a product manager, where her responsibilities spanned product development, factory sourcing, design collaboration, pricing, and distribution.

"I was even doing ... checking the color cards based on the fabrics that came from development and deciding if it's off color or on color or so on."
— Itir Eraslan [07:08]

After several years, Itir felt the urge to connect more closely with customers. This led her to transition into Nike's sales and retail teams, ultimately steering her towards a career in marketing under the mentorship of her first boss, Massimo Jimko.

Deciding to Leave Nike and Embrace Entrepreneurship

Despite her successful trajectory at Nike, Itir encountered diminishing opportunities for growth and increasing dissatisfaction. She metaphorically describes her situation as having a "jacket" that granted her responsibilities and budget, which kept shrinking over time.

"The company gives you a jacket ... and then that jacket got smaller and smaller for me as I grow."
— Itir Eraslan [16:17]

Facing these constraints and a decline in her passion and fun at work, Itir made the pivotal decision to resign from Nike after experiencing significant stress and sleep disorders.

"As I gave my resignation, I started to sleep better."
— Itir Eraslan [18:23]

With no clear plan, Itir embarked on entrepreneurship, swiftly securing projects that laid the foundation for her consultancy agency.

Navigating Entrepreneurship: Discipline and Self-Awareness

Transitioning from corporate to entrepreneurship, Itir emphasizes the critical role of self-discipline and the ability to work independently.

"Are you okay to work alone? ... Are you disciplined enough?"
— Itir Eraslan [25:28]

She highlights that discipline often stems from a deep-seated dedication and a structured approach to daily tasks, contrasting it with mere determination, which she describes as getting the job done regardless of personal organization.

Personal Growth and Soul Searching

Itir delves into her personal journey, influenced heavily by the loss of her father at a young age. This profound experience instilled in her a heightened awareness of life's fragility, driving her to make conscious and meaningful career choices.

"The loss ... made me recognize that this can end any day."
— Itir Eraslan [29:39]

Her ongoing process of soul searching involves continuous self-reflection, personal development, and aligning her professional endeavors with her life’s purpose.

Balancing Work and Personal Life

Maintaining a healthy work-life balance is a recurring theme in the conversation. Itir outlines her disciplined daily routine, incorporating meditation, exercise, and mindful breaks to sustain productivity and personal well-being.

"The day always starts with like meditation, writing and a book."
— Itir Eraslan [32:12]

She acknowledges the challenges of time management but stresses the importance of integrating personal time to prevent burnout and ensure sustained enjoyment in her work.

The Impact of AI on Marketing

Radim steers the discussion toward the evolving landscape of marketing, particularly the role of Artificial Intelligence (AI). Itir shares a balanced perspective, recognizing both the potential and limitations of AI in marketing strategies.

"I'm not expecting too much from that as a thought partner. Yeah, I'm more in an objective state of mind when it comes to AI."
— Itir Eraslan [40:00]

She emphasizes that while AI can be a valuable tool for ideation and process support, it lacks the nuanced expertise and creative insight that experienced marketers bring to the table.

Future of Marketing and Personal Reflections

Looking ahead, Itir anticipates significant changes in advertising formats and the integration of AI without forecasting definitive outcomes. Her pragmatic approach underscores a readiness to adapt rather than adhere to rigid expectations.

"I don't want to give declarative like big statements of brands like this will win or so on. Some brands will die ... some brands will not die."
— Itir Eraslan [40:00]

Reflecting on time's impact, she candidly shares the emotional weight of limited time due to personal circumstances, advocating for intentional and risk-taking actions to fulfill one's potential.

"It's just like that consciousness about the time, the age and health that is. It can go away just in a minute time."
— Itir Eraslan [29:39]

Concluding Thoughts

The episode concludes with mutual reflections on discipline, personal growth, and the continuous journey of self-improvement. Itir encourages aspiring marketers and entrepreneurs to assess their readiness for independent work and emphasizes the importance of structured discipline over mere determination.

"Those two questions are absolute gold for people if they want to go on their own."
— Itir Eraslan [25:28]

Radim expresses his appreciation for Itir's openness and the depth of their conversation, highlighting the valuable lessons shared about dedication, resilience, and mindful creativity in building a successful marketing career.

Key Takeaways:

• Embrace Change: Transitioning from a stable corporate role to entrepreneurship requires courage, self-discipline, and a willingness to adapt.

• Self-Discipline Over Determination: Structured discipline is crucial for sustained success in independent ventures.

• Personal Growth Influences Professional Paths: Personal experiences and reflections significantly shape career decisions and business philosophies.

• AI as a Support Tool: While AI offers valuable assistance in marketing, it complements rather than replaces human expertise and creativity.

• Work-Life Balance: Integrating mindful practices and personal time is essential for maintaining productivity and preventing burnout.

Notable Quotes:

• "The company gives you a jacket ... and then that jacket got smaller and smaller for me as I grow." — Itir Eraslan [16:17]

• "As I gave my resignation, I started to sleep better." — Itir Eraslan [18:23]

• "Are you okay to work alone? ... Are you disciplined enough?" — Itir Eraslan [25:28]

• "I wasn't aware that the sleep problem ... was because of my old job." — Itir Eraslan [19:44]

• "I'm more in an objective state of mind when it comes to AI." — Itir Eraslan [40:00]

This episode offers a profound exploration of building a successful marketing career, emphasizing the interplay between personal growth, disciplined entrepreneurship, and the evolving dynamics of the marketing landscape. Itir Eraslan's journey serves as an inspiring blueprint for creatives aiming to navigate and thrive in the competitive marketing industry.