Interview: Nichelle Sanders, Head of Marketing & Strategy at AFROPUNK

By Angela Tai

Let's just get down to it. Throughout your career, what's the most inappropriate interview question you've ever been asked?

The most inappropriate thing that comes to mind was something I was told versus something I was asked. Not long ago, four or five interviews into an interview process with a large, award-winning network agency, I was told that the client on the business I was interviewing for 'doesn’t like brown people or women, but I’m just telling you this because I like you.' I didn’t get the job, but somehow I think I was spared the torture. This showed me that people have an idea that racism maybe exists in some backwoods places far from the progressive, forward-thinking land of ideas and culture we believe we inhabit. But I’ve experienced that unfortunately, those old, negative practices still very much exist in these sleek, modern spaces as well. 

You've had a very successful career in the marketing and advertising space. As a woman of color, can you share your journey with us? What adversities did you have to overcome?

I always say that I’ve had three careers (so far). Out of college, I started my career at a real estate opportunity fund, basically a real estate hedge fund. I was regularly dealing with projects worth tens to hundreds of millions of dollars. I also had to learn to stand in front of a room and explain my strategy and defend it if necessary. That experience taught me the value of a P&L, how to track performance and to do the work even though it may be tedious. After that, I worked at an indie record label for several years and that experience taught me that amazing creative will move mountains, and without it, everything is harder. My current career in marketing and advertising is the direct result of the experiences I had before. I find it to be the most equal balance of left and right brain, channeling creativity to solve a business problem. I love that space. 

The main adversity I’ve had to overcome is impostor syndrome. While I know intellectually that I’m capable and amazing, staying emotionally confident after setbacks or uncertainty can be a challenge. 

How do you want hiring managers to address Diversity & Inclusion (given that it's such a buzz phrase now)?

It is such a buzz phrase now. I think the right strategy actually comes from understanding what diversity and inclusion actually mean. Diversity is composing your team of different types of people and inclusion is actually including contributions from those people. Hiring managers absolutely can challenge themselves to imagine someone who may not have already been seen in a role inhabiting it. And once that person is in the organization, managers must challenge themselves to proactively solicit input from all members of the team, not just the loudest or most confident in a meeting.

You recently had your son (congrats!). Work-wise, has being a mother impacted your decision when you're looking for work? 

Being a mother has absolutely changed my decision-making as it relates to work. I resonate with the ‘we’re all adults here’ approach. I actively look for organizations that respect my ability to manage my own time and be accountable for getting the work done.

What would you tell a younger you? 

I would say 'just start.' Where you start is probably not where you’ll end up. Find things that are interesting to you and try to do those more. Experience is good, even if it’s not the experience you imagined having.

Did you have a mentor during your formative years? If so, what type of impact did the person have in your life?

All of my years are formative. But seriously, my best mentorship moment came during my transition from music to advertising, which was perhaps a bit later than what someone might think of as ‘formative.' My mentor had recently started a new business and needed help marketing her business to brands. She asked me to help her do this, and opportunity was so key to me recognizing my own abilities and talents in the marketing space. It was incredibly affirming to me that she sought out my help, and trusted me to go into important rooms to represent her. This type of mentorship could be more accurately be called ’sponsorship’ in that she actively cultivated opportunities for me to grow in capability and confidence. The impact on my life was immediate and deep. It certainly set me up for the success I’ve had in the marketing and advertising space.