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

Lara, thanks for joining us, excited to have you contributing your stories and insights. Let’s start with a story that highlights an important way in which your brand diverges from the industry standard.

I truly believe in authenticity; so I designed an environment I call “ecosystem,” where each part of the puzzle connects with another. For each brand, we create a unique strategy, utilizing all the elements from our media ecosystem to help achieve the brand’s specific goals. At The Darl, everything is balanced by teamwork, kindness, creativity, and collaboration while staying true to the brand’s unique story.

Every brand is different and requires a custom approach, and no one knows the core beliefs of the brand better than the client. It is impossible to make good content and tell a brand’s story successfully if you don’t understand that brand, so only after we have a clear understanding of the brand image and voice do we build the strategy.

Lara, love having you share your insights with us. Before we ask you more questions, maybe you can take a moment to introduce yourself to our readers who might have missed our earlier conversations?

At 14 years old, I started working at a radio station, learning the ropes. From there, I went to school to earn a certificate in screenwriting and a BA in Radio and TV production. But as most of us probably know, life after college wasn’t exactly easy. And life after college in the entertainment industry, even worse, it was extremely rough, so, to no surprise at all, and like many others in our field, I was not able to find a job.

That year, I came to the US without speaking any English, forcing me to learn a whole new language overnight, however, one thing led to another, and doors started opening. I took on as many jobs as possible, barely getting enough sleep to make ends meet, but somehow life was starting to fall into place. Opportunities to learn and grow came my way. I soon found myself working in TV, film distribution, digital, marketing, and advertising. Later on, I was given the incredible opportunity to lecture about what I love, Marketing for the Fashion Industry at California POLY Pomona.

After flirting and dating for a while with each industry, I realized that I didn’t want to settle down with any of them because each one was equally important; they complemented each other. And, as I was taking a step back and evaluating where I was going, new opportunities came my way, which prompted me to start my own agency, The Darl.

The Darl has been a remote agency since company’s inception, long before the pandemic. Today, we have more than 40 team members around the world working in the agency.

The Darl has become its own, and as things shift, people and logistics have to fit into what the company has become. As the winds of change blow, I, as an individual, and we, as a team, need to be able to evolve, adapt, and keep moving forward.

I took everything I’ve learned from my past leaders and designed a work culture my team can feel proud of. For me, it’s important that they know I am not afraid to roll up my sleeves and get my hands dirty. We’re a multi-cultural, multi-ethnic team of talented, single-minded, creative, and driven individuals who love to do what we do.

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

When I first moved to the United States, I had to make my own way in the industry. With a lot of hard work, I moved up the ladder working in the entertainment, digital marketing, and advertising industries. In all of these, I picked up different skillsets and tricks. Then, the time came when I was done working for other people. I remember I was working as a project manager in an advertising agency, and being my sassy self I would often voice my opinions about the different projects. That was until one day I found a note from the CEO saying, “Tell Lara not to give opinions during internal meetings”. This made me turn to a headhunter and look for a new job, but she basically told me that because I didn’t have a linear career and my experience was too broad that I should consider just staying home taking care of my kids because no one would hire me. That was a breaking point for me, so I decided to quit for good. I was ready to start driving for Uber. But just before I started, I ran into some friends who were starting their medical practice and needed assistance. One thing led to the other and I found myself needing more people to be able to manage all the work. That’s how The Darl was born. Now, we are a 360 Marketing and Production boutique agency that specializes in digital.

Are there any resources you wish you knew about earlier in your creative journey?

1. Design a work culture: Company culture is an integral part of any business. It affects nearly every aspect of a company. At the end of the day, people want to understand where they’re going and what they’re working for. They want to be part of a team with the same beliefs and goals they have. And that’s where company culture can revolutionize everything. Leaders should lead by example from the start, acting as inspiration for the rest of the team. Your values and vision are the foundation that will influence what your culture looks like, so take some time to pin them down if you haven’t already.

2. That work-life balance is different for every person. I love my work and my company. I want to work, so my balance is not what would work for others.

3. Leadership is not about rank: Leading a team is all about mentoring. You lead by example. For me, it’s important that they know I am not afraid to roll up my sleeves and get my hands dirty. A leader is someone who is there emotionally for their team, is leading them with intention, that is communicating, that can read between the lines. My definition of leadership is being able to teach and to lead your team into a better place.

Contact Info:

• Website: https://thedarl.com/
• Instagram: https://www.instagram.com/laraschmoisman/ https://www.instagram.com/thedarlagency/
• Facebook: https://www.facebook.com/LaraSchmoisman
• Linkedin: https://www.linkedin.com/in/laraschmoisman/
• Twitter: https://twitter.com/LaraSchmoisman
• Youtube: https://www.youtube.com/channel/UCRhzLL_4dXakTazb4k5m1FA