We caught up with the brilliant and insightful Sarah Archer a few weeks ago and have shared our conversation below.
Alright, Sarah thanks for taking the time to share your stories and insights with us today. Parents play a huge role in our development as youngsters and sometimes that impact follows us into adulthood and into our lives and careers. Looking back, what’s something you think you parents did right?
My parents have been absolutely integral to my career success. They are both incredibly hardworking people that have set a great example of balancing both ambition and a personal life.
My dad was a career executive who my business partner and I still go to for advice (he’s our official unpaid business coach!), as he usually has the answer for everything, and if he doesn’t, he always points you in the right direction. He’s an engineer by trade, so I’ve really looked to him when I’m having a hard time seeing a situation or solution rationally. (His favorite slogan, which I hated as a kid, is “it is what it is”, which I have now adopted into my favorite slogan because of how true it is.) From the minute I told him I was starting Firecracker, he’s preached to me that employees are the most valuable asset a company has, and the biggest mistake most companies make is overlooking how important it is to make them feel valued instead of always prioritizing the bottom line. This has been a founding tenet of Firecracker and one that we’re very proud of. Additionally, my dad has always been really honest about how much his ambition at the start of his career made him miss time with his family and how much he regrets that, and though he’s always encouraged me to work hard, he’s also the first to tell me that work isn’t everything, which is a reminder I would argue most founders need frequently!
My mom is also total powerhouse – she started working when she was 14 years old and took some time off to raise me and my brother, but jumped right back into the workforce as soon as we were older. She was a critical care nurse for a number of years and now works in hospital evaluations and improvements, essentially going in and acting as a “fixer” for broken systems that can affect patient outcomes. Not only is she incredibly smart and hard working, she’s also amazingly empathetic and always tries to look at every side of a situation. As someone who can be a bit stubborn, I’ve always really looked up to her for this and try to emulate it in difficult situations with our clients or team. We still talk about work quite a bit, and it’s been so inspiring and rewarding to not only watch her advance in her career as I grew up, but be able to talk to her as a career equal now.
Growing up, although my brother and I were arguably fairly privileged by many standards, my parents it really clear to us that they expected us to learn the value of hard work and professionalism, and both of us had at a minimum a summer job from the time we were 16 on. They encouraged internships in college and were very supportive of our education and learning *exactly* what we wanted to do. (Sometimes to their own detriment – sorry about the time I thought I wanted to be a hair stylist, guys!) Their support allowed me to not only learn and eventually practice what I love, but gave me the confidence to ask for increased responsibility in every professional role I had before starting Firecracker, which is one of the reasons I think the company has been so successful.
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.
Specializing in comprehensive digital campaigns with thoughtful, compelling storytelling, Sarah has over 15 years of marketing experience in the hospitality, travel, F&B and lifestyle sectors, working in multiple markets across the US with a diverse list of clients. Sarah has spent the majority of her career in Los Angeles, where she handled public relations, digital marketing and social media for award-winning restaurant groups and hotels such as Death & Co, Serafina, Dunkin’, Kimpton, Hyatt and Accor. She has also spent time working in-house for one of the largest independent restaurant groups in the Southeast. Not only limiting herself to the world of hospitality, Sarah has also worked with a variety of retail and lifestyle brands, including Mountain Valley Water, Le Creuset, New Balance and ALO Yoga.
Sarah currently resides in Nashville, Tennessee and Los Angeles. In her spare time, she can be found exploring the world with her dogs Dodger & Scully, learning Italian, practicing pilates, and cheering on the Los Angeles Dodgers.
Learning and unlearning are both critical parts of growth – can you share a story of a time when you had to unlearn a lesson?
Work isn’t everything!!! I’m a perfectionist by nature and for most of my career, was definitely the annoying person who was regularly sending emails from 5am-11pm. I thought that most of my value was in my output – whether personally or professionally – and never prioritized myself or what I actually wanted; it was always about what I could provide. Though I do think the best bosses have a good understanding of how to mentor and provide for their employees and clients, I have learned that if I don’t take care of myself first, I’m no good to anyone else.
After 10+ years of working 60+ hours a week, I realized (with some not-so-gentle pushing from my parents) that I couldn’t realistically start a business if this was the example I was going to set for others. I didn’t want to see my team or partners (or anyone, really!) experience the same level constant burnout I had been living with for years, and I did a lot of intense work on myself to unlearn this habit in the founding year of Firecracker. I’m proud to say that although sometimes old habits do die hard, I have become a new person in this respect. I have actual *hobbies* for the first time since I was a literal child, and I prioritize time with friends, family, and myself over being the hardest worker in the room. I’m the happiest and healthiest I’ve ever been because of it, and I will actively shout from the rooftops to anyone that asks that hustle culture is toxic, unsustainable, and not at all the best way to do your best work.
How’d you build such a strong reputation within your market?
Funnily enough, my unhealthy need to be the most valuable person at every place I ever worked is also a direct contributor to Firecracker’s success. Because both my business partner and I had worked in our industry for so long and had not only built great relationships with a number of influential people within hospitality, but also delivered results they could brag about, most of our early business (and a good portion of our current business), came in the form of referrals from colleagues, old clients and industry friends. Although I wouldn’t recommend the “work until you literally can’t work anymore” approach to anyone, I absolutely believe that prioritizing strong relationships with strong results while never burning a bridge is the best way to ensure support for your company. I want to clarify this also doesn’t mean being a “yes person”; we always tell our clients that the best way to get good results is honest conversation, and sometimes that means hard conversations, but in the long run, that dialogue is what builds those strong long-term relationships, which is still something I’m very proud of.
Contact Info:
- Website: www.firecrackermktg.com
- Instagram: @firecrackermarketing
- Linkedin: https://www.linkedin.com/company/firecracker-mktg/
Image Credits
All photos: Anya McInroy