Interview: Danica Nelson, Marketing Top 30 Under 30, Brand Expert & Diversity, Equity, & Inclusion Advocate

By Angela Tai

On paper, people would say that you knew what you wanted to do pretty early on since college. You earned your degree in Media Production & Television Arts at Ryerson University and began working as a Marketing Communications Specialist at TELUS. That said, in an article you also talked about your career path of starting from selling phones at a Brampton, Ont., Telus store in 2008. How did you find your path as an entrepreneur?

My career path wasn’t as linear as what you might think. I went to Ryerson to study Radio Arts & TV and initially thought that I’d wanted to be a weather girl. At the time, the media industry was very unstable and it was hard to make a consistent income. I didn’t know where my career would be in another 5 years. In my final year of university, I had to complete an internship and I decided to do an internship in marketing - I liked the art of selling. I was working at TELUS to sell cell phones and earned money to help pay my way through school. Then, I decided to pursue marketing so I wouldn’t have to go back to school and get another degree. I am someone who has always been very creative and likes to keep busy - I dabble in multiple creative outlets. I co-founded Damsel in the 6ix which inspires women to effortlessly slay their way through life, it covered a very broad range of topics. The last episode was called “Destiny Fulfilled” and we ended that podcast for good. In October, I took a sabbatical leave from my job. I wanted to pursue my lifelong dream of traveling the world, I spent several months traveling throughout Asia. Unfortunately, it was cut short due to COVID but I got the chance to document people making purposeful pivots in their lives. It was a passion of mine for sure. 

In 2019, you received the "New Establishment: Brand" award by Strategy Magazine - Canada's leading Marketing publication. Do you feel like there’s more pressure for you to continue to do well now that you’re getting accolades? What is that like to feel like you have to constantly perform?

I don’t necessarily strive to receive awards and accolades to impress other people. I have very high expectations of myself; in September, I found that I was working four different jobs and was working 18 hour days. Rest is productive too, I’ve taken a step back from some of those roles. Mindful productivity is important but I also take care of myself now. I was working so hard and was burnt out. Last month, I was running into the same issue. Now, I’m mindful of when I’m being over productive which can be counterproductive. 

You’re an advocate for Diversity, Equity, and Inclusion and are relentlessly creating and fostering spaces where everyone feels welcome. What is your approach to helping people understand the perspectives of colleagues from different backgrounds? 

I’m always trying to focus on marginalized or oppressed groups. I also focus on intersectionality. I believe that people need to see examples of people who look like themselves if they’re trying to achieve that C-suite position or move up in their companies, etc. 

 What are some of the biggest challenges you have personally observed in well-intended companies trying to champion DE&I?

As someone who is an advocate in this space, I’ve had the opportunity to chat with multiple professionals. I’ve also chatted with DE&I groups to try and fix things. I help to form employee resource groups so that these groups can formulate DE&I goals and try to motivate moving the needle. The people applying to volunteer for these groups already have their full-time jobs — it's exhausting work — they have to handle this additional work on top of their full-time job. This work can be very mentally and emotionally taxing. Brands don’t always treat DE&I objectives as business objectives. Maybe they’ll say, “we need to have a more diverse team” as opposed to implementing actionable steps or making sure everyone feels included. 

You’re also a motivational public speaker. Many people find it difficult to master their anxiety and conquer their fear of public speaking. Would you say that public speaking was something you had to learn and get accustomed to? Or did it come naturally for you? 

I get this question a lot, people think that because I’ve done so many public speaking engagements, I don’t get nervous. I did a workshop on Saturday, I gave a presentation and I was so nervous that my fitbit clocked it as physical activity. I’m comfortable doing it for the most part — I still get scared and I still get imposter syndrome sometimes — it happens all the time. Just because you see someone speaking doesn’t mean that they’re not nervous. 

You’re also the creator of Liberty Leave, a project that amplifies the stories of inspiring people making purposeful pivots. It’s a very empowering mission, especially knowing that POC have a tougher time making career moves with unconscious (and conscious) racial biases during interviews. What was the inspiration behind this project? 

I think I just wanted people to see that it’s possible. Once people graduate and start a post secondary job, they think that it’s too late for them to travel and take that time off. It’s still possible down the line - you’re never too old and you’re never too late. 

While you were co-hosting and producing the Damsel in the 6ix podcast, you partnered with brands such as Bumble, Plan International Canada, MS Society of Canada, and several others with the commitment to motivate women to live their truths, unapologetically. In your opinion, what does it mean for a woman to live her truth and live life by her own rules? 

I feel like to live unapologetically means to live on your own terms. This means not necessarily going to school for certain programs, pursuing a certain career path, etc. I think living unapologetically means keeping it moving and pivoting whenever it’s necessary. Just do you - don’t listen to your friends, family, media, etc. 

How do you break that glass ceiling?

Showing up as my full authentic unapologetic self. When I first started, I thought that I had to have perfect makeup, straight hair, and business professional clothes. Now, I show up with my big hair, traditional African clothes, and talk about rappers that my co-workers might not be familiar with. I’m at the point where I don’t want to dim my light in order to be my true self. In spaces where there’s not a lot of people who look like us, it’s risky and you might lose a job but I’m mindful. 

We’re huge fans of your #MoneyMonday series on Instagram! It’s something that so many people get intimidated by. What are your tips for managing personal finances, especially during COVID? 

Yeah, with all due respect, this year has taught me more than ever that it’s important to save but that it’s even more important to live. Living is equally as important as saving - 100%. My #1 rule is refusing to pay full price for anything - I will always find a way to get a discount or a coupon code, I feel like there’s always a way to go about getting a good deal. I highly encourage everyone to check out the #MoneyMonday series, I’ve had a fun time creating it as well! 

You were very recently featured on the Anatomy of a Strategy podcast. You mentioned that you found yourself burning out last year and took some time off to recharge. What steps do you take now to avoid burnout?

I’ll be honest, I’m having a hard time and I don’t think I’m thriving at this point. I’m very Type A and like to have very predictable outcomes - I had planned to not spend winters in Canada for the next few years but I have no choice but to do that now. Realistically, why am I going to be more stressed than I already am with certain things that I can’t control? Staying in touch with the amazing people on my trip has helped a lot too. 

As soon as you can travel, where’s the next destination? 

Thailand - it felt like my second home! 

You talk about your passion in storytelling. What do you want your audience to know about building a personal brand? And, for women of color, how can they use their cultural identity as a leadership asset? 

I think the answer to both of those questions is to be your unapologetic self and be transparent. You should never feel like you need to copy someone else, being very transparent has helped me with my own brand as well. Even if it’s something like sharing with you that I had a full-on anxiety attack, you know, that’s my reality and I feel like a lot of people can connect with that. Public speaking as an introvert can be really scary, lots of people are worried about being boastful or braggy but speaking positively about yourself can add to your brand. 

Who is your sounding board? Do you have a mentor? 

I actually don’t have any formal mentors. I have women that I follow and admire - I don’t even need to follow them directly because they inspire me to be my authentic, unapologetic self. If I need a reminder that I’m amazing, I turn to friends and family who tell me I’m amazing. 

Do you feel hopeful about the future? 

That’s a good question. I’m not going to lie to you, I’m having an awful day but I believe in the power of speaking things into existence. I think it’ll take a few years for things to return to the way they were pre-COVID. I do have hope that we’ll get through this and that life will return to normal someday.