We’re excited to introduce you to the always interesting and insightful Erin Sweeney. We hope you’ll enjoy our conversation with Erin below.

Alright, Erin thanks for taking the time to share your stories and insights with us today. We’d love to go back in time and hear the story of how you came up with the name of your brand?

I love this question.

When I was stuck in corporate burnout at VML and trying to figure out my next move, my mom sent my a timely text. She said, “New favorite word. You are a Débrouillard. [dey-broo-yar]”.

She followed up with a screenshot of the definition. It says, “Débrouillard, if you literally translate it, means somebody who removes the fog. The closest thing in English would be the idea of somebody who is resourceful, who’s creative, figures a way through the fog or through the confusion and just gets to results, is efficient. It’s a quality that I love in people, and it’s something that I’m always trying to say in English. And frankly, the word doesn’t exist.”

My reply?

“Sounds like a good name for a business.”

And that’s precisely what Deybruyar represents today. An inviting creative playground that believes in showing up, figuring it out, and building things that matter.

A place where we pay it forward, share lessons, be wildy creative and help others carve their own path.

Great, appreciate you sharing that with us. Before we ask you to share more of your insights, can you take a moment to introduce yourself and how you got to where you are today to our readers.

Before I ever imagined myself in business, other people did. I’ve always been a bit of a nerd about the world and an unapologetic overachiever. I like to say I’m a proud generalist and not an expert of one thing, but endlessly curious about many.

My career began back in college. I was a student athlete, and most of my campus jobs revolved around sports, while my internships took me to the Events & Marketing Team at McDonald’s. After that summer, I took an unpaid experiential marketing job, to the horror of my parents, simply because it felt more me, a little more rebellious.

Soon after, I joined a sales management training program at GES, where I was quickly offered several sales territories on the West Coast within just 2.5 years. But I realized I wasn’t motivated by money alone. I was far more interested in making my presentations creative and effective than making a living off of commission. Then, one day, I got a text from someone I’d worked with at McDonald’s, now a friend (Lisa Fingerhut Carlton), asking if I’d ever leave the events industry. I said something along the lines of “hell yes .” That message led me to her husband, Jim Carlton, who became my first boss in advertising and forever mentor.

That kicked off an eight-year run in advertising, my version of a master’s degree. I wore many hats: awards strategy, new business, global corporate communications, social strategy, and more. Eventually, my time in that world came to an end after agreeing to a role under a manager who showed me my worth the long & wrong way. To anyone reading this feeling stuck under a toxic manager or any form of unfair leadership, choose yourself and your next chapter whether it be a new role, company or entirely new path. While this scenario was beyond challenging, I see it as one of the most pivotal experiences of my life. It taught me what I would never accept again, pushed me to coach others on not settling in corporate America, and, best of all, gave me the push to create Deybruyar.

Deybruyar is in the business of creative problem solving, as you know now it’s literally what we stand for. We offer fractional CMO work, social media strategy and consulting, branding, and artist/creative representation and more. I refer to Deybruyar as a playground because our capabilities are broad due to being solution oriented, but we’re intentionally narrowing our focus in our own time to make sure we’re setting every client up for success. Many of the greatest entrepreneurs have great focus on few goals.

What I’m most proud of is that we’ve stayed true to our mantra: doing good work with good people. It may sound cliché, but it’s boldly important. Entrepreneurship is hard. One way to survive it is to work with people who you respect, who respect you, your time, and your mind. Our clients are aligned, mission-oriented, and ready to achieve their goals through creativity. It’s a beautiful thing and, honestly, just really fun. We are lucky that all Deybruyar clients in 2.5 years have been word of mouth. Can’t promise it will stay that way, but it’s definitely a stat we are proud of.

What do you think helped you build your reputation within your market?

I anchor myself in a few things:

1) Being kind
2) Being accountable
2) Being yourself

BE KIND
This one’s engraved in me, probably back to my Catholic school days and the golden rule. My Aunt Judy always taught us to do nice things without needing credit. Do them from the kindness of your heart. Smile at strangers. Listen with intention. I learned the purpose of pay it forward through Weish4ever, a Chicag-based charity that I have been part of since the beginning.

I’m not perfect at this , cmon no one is, but I think the world needs more of it. We never really know what someone is going through, internally or externally. Lead with kindness. What goes around comes around in both your personal and professional life. I’m proud that my character travels well.

BE ACCOUNTABLE
Something I find kind of funny is how rare accountability is. Just doing what you say you’re going to do can set you apart from most people. It blows my mind how many people simply… don’t.

And if you do a little better than what was expected? You stand out even more. Don’t do it to impress a boss. Do it for yourself, for your team. Be an example, not a weight to carry.

BE YOURSELF
I remember when Facebook came out and I was in high school. My older brother, Kevin, was mad at me for making an account because it was “only for college kids.” Whoops.

Back then everyone went on private mode so they wouldn’t get caught partying by their principal, their parents, or college admissions. For some reason, my brain decided: nope. I have nothing to hide. The world can see me as I am.

Then Instagram happened. Everyone went private again, now worried about their scholarship or a future boss. I stayed public. Still: I have nothing to hide. The world can see me as I am.

I once read an article about how Starbucks was more likely to hire kids with piercings and tattoos because they stayed true to who they were, while my little brother was told he had to shave his beard to get a job. I remember thinking, “f*ck yes, Starbucks.”

I know authenticity has turned into such a a*buzzword* these days (which is kind of tragic), but damn it’s important. Be yourself. And if you haven’t gone on that adventure yet, go. Getting to know your true self will pay off in ways you can’t imagine. It will magnetize the people and clients that are meant for you your and let the others remain on their own path.

What’s been the best source of new clients for you?

Time for a fun story.

I spend a month or two in Mexico City every winter. It’s the only city I’ve ever seriously considered leaving Chicago for.

In the spring, it rarely rains in the city, even when it desperately needs it. One day, my best friend, Amanda, was visiting. We decided to walk the long way to dinner so she could see more of the Roma Norte neighborhood. By chance, we passed one of my favorite taco stands right as it started to rain (rare).

The stand happened to have a little roof, so we ducked under it and ordered “pre-dinner appetizer” tacos which, obviously, no one could be mad about.

The chefs were trying to keep us entertained while the rain passed, and when I offered to take a photo for a couple, it sparked conversation. I ended up sending them my full CDMX recommendations list. When the husband gave me his number to send them over, he started: “312…”

I cut him off. “Wait, you’re from Chicago?!”

Within five minutes, he had pulled me up on LinkedIn and said he’d be reaching out.

That “random taco stand stranger” turned out to be Gary Chiappetta, CEO of Kaleidoscope, a DOPE creative collective of thinkers, designers, and makers connecting people and brands. Their office is a marketer’s dream. Any brand would be lucky to work with them. Not only was he Gary from Chicago, but he had worked with my previous boss, Jim Carlton. The world is so small, even it all of its glory.

One thing led to another, and Gary introduced me to several incredible businesses, including the Jenny Yang of Jenny’s Tofu and Phoenix Bean. Deybruyar is now leading their social strategy this year.

Remember, lead with kindness. You never know where a taco recommendation might take you.

Contact Info:

• Website: www.deybruyar.com
• Instagram: @sweentart
• Facebook: @sweentart
• Linkedin: https://www.linkedin.com/in/sweentart/
• Twitter: @sweentart