We were lucky to catch up with C.t. Kerney recently and have shared our conversation below.

Alright, C.T. thanks for taking the time to share your stories and insights with us today. Have you ever had an amazing boss? What did you learn from them? Maybe you can share a story that illustrates the kind of boss they were or maybe you can share your thoughts on what you think made them an awesome person to work for?

I’ve been fortunate to have had exceptional mentors throughout my career, but one leader stands out in particular: Allyson Echenique. Allyson, along with the CEO, took a chance on me, bringing me into an agency I was eager to join as a Media Buyer and Strategist. Within six months, I was entrusted with leading the digital department, with Allyson as my direct supervisor. What I valued most about Allyson was her ability to infuse even the most challenging days with positivity and a touch of humor, consistently reminding me that we would overcome any obstacles.

Allyson’s leadership style was a masterful blend of firmness and fairness. She readily shared her expertise, guiding me through unfamiliar processes. Yet, as I transitioned to Director of the Digital Department, she empowered me to develop and implement my own processes, fostering efficiency and ownership. She consistently welcomed my ideas with enthusiasm, dedicating time to discuss new approaches to internal workflows, client strategies, and potential platform investments. Importantly, she allowed me the autonomy to learn from my own mistakes, which proved invaluable to my growth as a marketer.

Allyson possessed remarkable patience and understanding, qualities that were particularly meaningful to me. I live with bipolar and generalized anxiety disorders, which can occasionally lead to days where I require more frequent breaks to manage my well-being. Allyson, unlike some previous employers who were less accommodating, never wavered in her support. Together, we developed a plan that allowed me to prioritize my mental health without compromising my work responsibilities. Even when my needs disrupted her schedule, she remained unfazed, and we navigated those challenges collaboratively. Allyson genuinely cared about my well-being, recognizing me as a whole person, not just an employee.

Allyson’s impact on my professional development has been immeasurable. She was, without a doubt, the most exceptional leader I’ve had the privilege to work with, and the lessons she imparted will continue to shape my career for years to come.

As always, we appreciate you sharing your insights and we’ve got a few more questions for you, but before we get to all of that can you take a minute to introduce yourself and give our readers some of your back background and context?

My interest in marketing began at a young age. Witnessing my uncle’s successful career as the Head of Marketing for a prominent US brand sparked an early fascination. While the glamorous portrayal of advertising on shows like Melrose Place certainly added to the appeal, it was the strategic and creative nature of the field that truly captivated me.

My expertise lies in lifestyle branding and digital media marketing. I hold certifications in a comprehensive range of tactics, including paid social, paid search, geofencing, programmatic advertising, and email marketing. Throughout my career, I’ve had the privilege of collaborating with a diverse portfolio of clients, ranging from nationally recognized non-profits like Habitat for Humanity and the American Dyslexia Association to established brands such as L’Oreal. My experience also extends to local businesses, giving me a nuanced understanding of both national and regional marketing strategies. This broad exposure spans a multitude of industries, from consumer packaged goods and cruise lines to construction and legal services.

What distinguishes me in this competitive landscape? A genuine passion for the projects I undertake. I’m highly selective, choosing to partner only with clients whose mission and values resonate deeply with my own. I’m particularly drawn to working with industry leaders, innovators, and those committed to positive change. I thrive on challenging projects that push me creatively and strategically, especially those that involve championing the underdog. This approach not only ensures impactful results but also keeps my skills honed and my perspective fresh.

Adding a unique touch to our company culture, we have a Chief Barking Officer, Everett. This 75 lb white German Shepherd mix serves as our beloved company mascot. While his data entry skills are still under development, and he enjoys frequent naps, his adorable presence makes him a valuable member of the team.

On a more serious note, a highlight of my career was being recognized as one of New Jersey’s Best: Top Marketing & Communications Professionals 40 Under 40 at the age of 31. Attending the awards ceremony with my mother, who has always been my biggest supporter, was a truly special and memorable experience.

Can you share a story from your journey that illustrates your resilience?

Early in my career, while working at my first agency in New Jersey, I was gaining experience in the then-emerging field of paid social. One of our clients, a locally owned and operated real estate firm, had entrusted us with their social media strategy, operating on a modest budget of $500 per month. Due to an oversight on my part, their campaign was set up to spend $500 per day instead of per month. This error went unnoticed for nearly a week. At the time, paid social was a relatively new tactic for the agency, and we were still developing our internal processes and standard operating procedures, including safeguards for budget management.

Upon discovering the mistake, I immediately deactivated the campaign and took full responsibility, informing my direct supervisor. I was deeply concerned about the implications, both for the client and for my position at the agency. My supervisor and the CEO, while understandably disappointed, appreciated my forthrightness. We devised a plan to rectify the situation: I would personally repay half of the overspend, utilizing a recent raise I had received, and the agency would absorb the remaining half, acknowledging the need for more robust internal controls. While this seemed like a difficult but necessary resolution, I felt compelled to explore further options.

Determined to find a better solution, I contacted Facebook directly. This was before the platform had established its current business support channels, making it challenging to even find a contact number. After multiple attempts, I finally connected with a customer service representative. My initial appeals for a refund were met with polite refusal. However, I persisted, calling several more times. On my fifth or sixth call, I explained the situation in detail to a representative, emphasizing that it was my first agency role, an honest mistake, and a one-time occurrence. My persistence paid off. The representative, recognizing the circumstances, agreed to reverse the excess charges, refunding several thousand dollars to our account, with a strong admonition to prevent similar errors in the future.

My CEO was both surprised and incredibly pleased with this outcome. It meant that neither I nor the agency would bear the financial burden of the mistake. More importantly, he recognized my determination and resourcefulness in securing the refund.

Do you have any insights you can share related to maintaining high team morale?

My leadership philosophy centers on the principle of leading by example, rather than simply managing from above. I believe in actively collaborating with my team, especially during critical projects or when approaching tight deadlines. Demonstrating a willingness to work alongside team members, tackling challenges together, fosters a strong sense of unity and mutual respect. It’s far more effective than merely delegating tasks from a distance.

True leadership also involves recognizing the human element within a team. Life’s unexpected events, such as illness, inevitably arise. A compassionate leader understands this and ensures a supportive environment where team members can take necessary time off without fear of repercussion. A well-structured team should be able to seamlessly adapt, redistributing responsibilities to maintain productivity and meet deadlines even when someone is absent. This adaptability requires contingency planning, often developing backup plans B, C, and even D, to ensure consistent performance regardless of unforeseen circumstances.

Furthermore, I strongly advocate for a culture of shared success. Celebrating achievements as a team, regardless of individual contributions, is crucial. While acknowledging the person directly responsible is important, fostering a collective sense of pride in a significant accomplishment – especially one that goes above and beyond expectations and greatly benefits the team or company – strengthens morale and reinforces collaborative values.

Contact Info:

• Website: https://www.ctkerney.com
• Instagram: https://instagram.com/ctkerney
• Facebook: https://facebook.com/officialctkerney
• Linkedin: https://linkedin.com/in/ctkerney
• Twitter: https://twitter.com/ctkerney
• Soundcloud: https://soundcloud.com/ctkerney

Image Credits

All images were taken by me. :)