Building a successful career requires a unique blend of creativity, strategic thinking, and a relentless drive. From New York City’s vibrant advertising epicenter, seasoned strategist and brand creator Jana Padilla has navigated this landscape with extraordinary skill. With a career spanning prestigious agencies such as Publicis Groupe: Leo New York, OLIVER, and Wavemaker, and a portfolio that includes iconic brands like Citi, Dove, and Bobbi Brown, Padilla has built a compelling reputation. Jana’s philosophy is clear: “I pursue excellence in everything I do.” This commitment has not only fueled her success but also shaped her perspective on what it takes to thrive in the industry. For aspiring marketers and brand strategists looking to make their mark, Padilla offers valuable advice based on her experience. Here are her five essential tips for those just starting out.
Jana Padilla Tip #1. Master the Art and Science of Storytelling
At its core, branding is about storytelling. However, in today’s data-rich environment, a great story alone is not enough. The most impactful narratives are those built on a foundation of solid insights.
“You have to become a hybrid thinker,” Jana Padilla advises. “Be as comfortable with a spreadsheet of consumer data as you are with a creative brief. The ‘art’ is the compelling, emotionally resonant story you tell. The ‘science’ is market research, competitive analysis, and performance metrics that prove your story is the right one to tell.”
For newcomers, this means developing a dual skill set. Dive into the principles of narrative structure, understand human psychology, and learn what makes a message stick. Simultaneously, build your analytical capabilities. Learn how to read and interpret data from Google Analytics, social media insights, and market research reports. The ability to connect a dot on a chart to human emotion is the superpower of the modern brand strategist. Jana’s work with Dove, a brand celebrated for its emotionally driven yet strategically sound campaigns, exemplifies this principle perfectly. By understanding the deep-seated cultural conversations around beauty standards, the brand could craft authentic stories that resonated globally and drove business results.
Jana Padilla Tip #2. Cultivate Relentless Curiosity
The marketing landscape changes at an astonishing pace. Platforms rise and fall, consumer behaviors shift, and new technologies emerge overnight. To stay relevant, you must be a lifelong learner with an insatiable curiosity.
“I grew up inspired by Nike’s innovative campaigns,” Jana shares, “and that sense of wonder about ‘what’s next?’ has never left me. You can’t just rely on what you learned in school. You have to actively seek out new knowledge every single day.”
Jana Padilla recommends dedicating time each week to exploring industry trends. Follow leading marketing publications, listen to podcasts, attend webinars, and experiment with new social media platforms. Most importantly, look for inspiration beyond the world of advertising. Study art, technology, sociology, and culture. A campaign for a financial client like Citi might find its breakthrough idea in the world of gaming, or a strategy for a beauty brand could be inspired by a trend in sustainable architecture. This cross-pollination of ideas is what leads to truly innovative work that “makes waves,” as Jana Padilla puts it. A curious mind is a creative mind, and in this industry, creativity is your currency.
Jana Padilla Tip #3. Embrace Collaboration and Become a Master Communicator
Brand strategy is not a solo sport. Executing high-impact campaigns requires seamless collaboration between dozens of people across multiple teams and agencies—from creative directors and copywriters to media planners and client-side marketers.
“Your ability to articulate a strategic vision clearly and persuasively is critical,” Jana emphasizes. “But equally important is your ability to listen, build consensus, and be a reliable partner.” As an Account Executive at Publicis Groupe, a significant part of her role involves coordinating with internal teams and partner agencies to manage timelines, track budgets, and ensure seamless delivery. This requires exceptional communication and project management skills.
For those starting out, focus on becoming an indispensable team player. Be the person who takes meticulous notes in meetings, who follows up with a clear summary of action items, and who proactively checks in with colleagues to see if they need support. Learn to present your ideas with confidence but also be open to constructive feedback. Building strong, trust-based relationships with your peers, managers, and eventually clients, will be the bedrock of your career. Jana’s multiple awards at OLIVER, including “Best in Brief Creation and Development,” highlight the value of clear, collaborative, and strategically sound communication.
Jana Padilla Tip #4. Build Your T-Shaped Skill Set
The concept of a “T-shaped” professional is especially relevant in marketing. The vertical bar of the “T” represents deep expertise in a specific area (e.g., brand strategy, content marketing, or analytics), while the horizontal bar represents a broad knowledge of many other related disciplines.
“In the beginning of your career, it’s natural to be a generalist,” Jana Padilla explains. “But as you gain experience, you should identify an area you are passionate about and go deep. At the same time, never lose sight of the bigger picture. A great brand strategist understands the fundamentals of media buying, creative production, public relations, and sales.”
This T-shaped profile makes you both a valuable expert and a versatile collaborator. If your passion is brand strategy, dive deep into brand architecture, positioning models, and consumer psychology. That’s your vertical bar. For your horizontal bar, learn enough about SEO to have an intelligent conversation with a search specialist, understand the basics of video production, and know the key metrics of PR team tracks. This breadth of knowledge will enable you to develop more holistic, integrated strategies and lead cross-functional teams with greater credibility and effectiveness.
Jana Padilla Tip #5. Define Your Purpose and Pursue Excellence with Integrity
Finally, in an industry that is often fast-paced and demanding, it is crucial to have a North Star guiding you. For Jana Padilla, this comes down to two things: a commitment to excellence and a desire to make a positive impact.
“If I can inspire even one young dreamer along the way, I’ll know I’ve succeeded,” she states. This sense of purpose elevates work from simply meeting business objectives to creating something meaningful. It’s about understanding the “why” behind your work. Why does this brand exist? What value does it bring to people’s lives? How can we communicate that in a way that is honest and inspiring?
Aspiring professionals should think about their own values and what they want to contribute. This will not only help you find fulfillment in your work but will also guide you toward roles and companies that align with your principles. Pursuing excellence in every task, no matter how small, builds a reputation for quality and reliability. Whether you are updating a project status report or presenting a multi-million-dollar campaign strategy, approach it with the same level of dedication. This integrity—both in the quality of your work and in your personal conduct—is ultimately what builds a lasting and respected career.
