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<\/a><\/p>\nMeet the Master<\/h2>\n
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Sheena Hakimian<\/strong><\/h2>\nSenior director of digital consumer marketing at <\/strong>Cond\u00e9 Nast<\/a><\/strong> and <\/strong>certified life coach<\/a><\/strong><\/h3>\nFun fact:<\/strong> Sheena\u2019s journey to becoming a life coach began at her favorite NYC restaurant, Piccola Cucina, which led her to taking an eight-month certification course. \u201cThe best decision I ever made,\u201d she says.<\/p>\nLesson 1: Focus on what you can control.<\/h2>\n
\u201cThere\u2019s just so much change,\u201d Hakimian says, in what I would consider a gross understatement at the moment. \u201cFrom the [shift in traffic patterns] to us not knowing exactly how AI is going to shape our jobs to things going on in the world.\u201d<\/p>\n
If you focus on all of that at once, it becomes clutter. (See: my brain.) And all these uncertainties just breed more anxiety. But \u201chow do you build resilience to uncertainty?\u201d Hakimian asks. \u201cIt\u2019s by focusing on the things you can control.\u201d<\/strong><\/p>\n![\"how](\"data:image\/gif;base64,R0lGODlhAQABAAAAACH5BAEKAAEALAAAAAABAAEAAAICTAEAOw==\" "\\"\\"")
<\/p>\n
As a marketer, this might look like what your data is telling you, understanding your customer needs, or growing your email lists.<\/p>\n
Cond\u00e9 Nast has a very diverse set of brands \u2014 Pitchfork, The New Yorker<\/em>, and Vanity Fair<\/em> are just a few \u2014 so Hakimian really took the time this year to \u201cslice and dice. Really understanding different segments of your website and how they respond to different parts of your funnel.\u201d<\/p>\n\u201cWe know we can\u2019t have a one-size-fits-all strategy on our website anymore,\u201d she says. So about that slicing and dicing: She did A\/B testing within just the politics section of Vanity Fair<\/em>. And she found that allowing readers one free article before gating the content \u2014 i.e., requiring a subscription \u2014 led to a 20% increase in subscriptions<\/em> in their test panels.<\/p>\nHakimian and her team have taken a lot of time over the last six months to do this testing thoughtfully \u2014 because what you <\/strong>do<\/em><\/strong> with the data <\/strong>is<\/em><\/strong> something that you can control.<\/strong><\/p>\nLesson 2: Make your boss\u2019 life easier.<\/strong><\/h2>\n\u201cWhat [is my boss] talking about that might not be on the KPI sheet?\u201d <\/strong>Hakimian asks. It\u2019s not a rhetorical question: You can\u2019t solve business problems if you don\u2019t know what they are. \u201cThe mindset is, I\u2019m here to make my boss\u2019 life easier.\u201d<\/p>\nThat doesn\u2019t mean Hakimian doesn\u2019t care about herself \u2014 \u201cit just means that I\u2019m aligning [with] the people who are responsible for my career.<\/strong>\u201d<\/p>\n<\/p>\n
She\u2019s spent much of this year working on being a good communicator, even sharing her communication goal with her team and asking them to hold her accountable.<\/p>\n
And that means being a good listener.<\/p>\n
Wanna make an impact? \u201cActively listening \u2014 when you really listen,\u201d Hakimian says, you\u2019ll be able to ask better questions and find more clarity. Whether it\u2019s a 1:1, a Zoom meeting, or even a company all-hands, Hakimian keeps her ears open for problems, complaints, or other bugbears.<\/p>\n
\u201cAnd then I can just shift my mindset \u2014 and solve for that.\u201d<\/p>\n
Lesson 3: Build a strong in-person brand.<\/strong><\/h2>\nAs both a life coach and a digital marketer, Hakimian sees her own personal growth \u2014 particularly unlocking her self-confidence \u2014 as essential to her marketing career.<\/p>\n
\u201cA great tangible way to actively pursue building more self-confidence \u2014 and ultimately self-worth \u2014 is by building a strong in-person brand<\/strong>,\u201d she tells me.<\/p>\nIt\u2019s not that your digital presence is less<\/em> important \u2014 \u201cwe have to take control of how we\u2019re perceived online,\u201d she says \u2014 but Hakimian is \u201con a mission to remind people that how you\u2019re perceived [in person] is important. Really<\/em> important.\u201d<\/p>\nSo important, in fact, that Hakimian built a framework she calls the Three See\u2019s: How you see yourself, how others see you, and how you see your future.<\/strong> She uses this proprietary framework in her life-coaching business to help other people build a strong, aligned personal brand.<\/p>\nBut like any good marketer, Hakimian tested it out first \u2014 on herself.<\/p>\n
\u201cGetting super self-aware and honest with myself has released a lot of that imposter syndrome so that I could go in and take risks\u201d in her job as a marketing leader at Cond\u00e9 Nast. And that, she says, will make you stand out.<\/strong><\/p>\nLingering Questions<\/strong><\/h2>\nThis Week\u2019s Question<\/h3>\n
Have you found AI making an impact on your work at Cond\u00e9 Nast? If so, has it been a net positive or net negative? In many ways, the proliferation of AI content is making creating quality content, especially educational content, more difficult so I’m always curious how this new technology is affecting other fields? <\/strong>\u2014Max Miller<\/a>, Founder and host, Tasting History<\/p>\nThis Week\u2019s Answer<\/h3>\n
Hakimian says: <\/span>From a marketing and subscription standpoint, we\u2019re excited to explore how AI can help us deliver more dynamic, personalized experiences on our sites. That said, the human touch is still the heart of our strategy, especially when it comes to brand voice and creative direction.<\/p>\nThe rise of AI-generated content has actually made high-quality, thoughtful content even more valuable. It\u2019s easier than ever to pump out content, but much harder to build trust, credibility, and originality.<\/p>\n
At Cond\u00e9 Nast, our unique edge is still our storytelling and editorial integrity. AI, to us, is a tool to scale our voices around that, not replace it. So overall, I\u2019d say it can be a net positive when used with intention. But like anything, it depends on how thoughtfully it\u2019s integrated.<\/p>\n
Next Week\u2019s Lingering Question<\/h3>\n
Hakimian asks: [Our next master in marketing has] built an incredible reputation for understanding Gen Z behavior and creating authentic, community-first content. In a world that\u2019s constantly chasing virality, how do you balance consistency with creativity, and what advice would you give to brands trying to build genuine relationships over time, not <\/strong>just<\/em><\/strong> reach?<\/strong><\/p>\n
Fun fact:<\/strong> Sheena\u2019s journey to becoming a life coach began at her favorite NYC restaurant, Piccola Cucina, which led her to taking an eight-month certification course. \u201cThe best decision I ever made,\u201d she says.<\/p>\n \u201cThere\u2019s just so much change,\u201d Hakimian says, in what I would consider a gross understatement at the moment. \u201cFrom the [shift in traffic patterns] to us not knowing exactly how AI is going to shape our jobs to things going on in the world.\u201d<\/p>\n If you focus on all of that at once, it becomes clutter. (See: my brain.) And all these uncertainties just breed more anxiety. But \u201chow do you build resilience to uncertainty?\u201d Hakimian asks. \u201cIt\u2019s by focusing on the things you can control.\u201d<\/strong><\/p>\n As a marketer, this might look like what your data is telling you, understanding your customer needs, or growing your email lists.<\/p>\n Cond\u00e9 Nast has a very diverse set of brands \u2014 Pitchfork, The New Yorker<\/em>, and Vanity Fair<\/em> are just a few \u2014 so Hakimian really took the time this year to \u201cslice and dice. Really understanding different segments of your website and how they respond to different parts of your funnel.\u201d<\/p>\n \u201cWe know we can\u2019t have a one-size-fits-all strategy on our website anymore,\u201d she says. So about that slicing and dicing: She did A\/B testing within just the politics section of Vanity Fair<\/em>. And she found that allowing readers one free article before gating the content \u2014 i.e., requiring a subscription \u2014 led to a 20% increase in subscriptions<\/em> in their test panels.<\/p>\n Hakimian and her team have taken a lot of time over the last six months to do this testing thoughtfully \u2014 because what you <\/strong>do<\/em><\/strong> with the data <\/strong>is<\/em><\/strong> something that you can control.<\/strong><\/p>\n \u201cWhat [is my boss] talking about that might not be on the KPI sheet?\u201d <\/strong>Hakimian asks. It\u2019s not a rhetorical question: You can\u2019t solve business problems if you don\u2019t know what they are. \u201cThe mindset is, I\u2019m here to make my boss\u2019 life easier.\u201d<\/p>\n That doesn\u2019t mean Hakimian doesn\u2019t care about herself \u2014 \u201cit just means that I\u2019m aligning [with] the people who are responsible for my career.<\/strong>\u201d<\/p>\n She\u2019s spent much of this year working on being a good communicator, even sharing her communication goal with her team and asking them to hold her accountable.<\/p>\n And that means being a good listener.<\/p>\n Wanna make an impact? \u201cActively listening \u2014 when you really listen,\u201d Hakimian says, you\u2019ll be able to ask better questions and find more clarity. Whether it\u2019s a 1:1, a Zoom meeting, or even a company all-hands, Hakimian keeps her ears open for problems, complaints, or other bugbears.<\/p>\n \u201cAnd then I can just shift my mindset \u2014 and solve for that.\u201d<\/p>\n As both a life coach and a digital marketer, Hakimian sees her own personal growth \u2014 particularly unlocking her self-confidence \u2014 as essential to her marketing career.<\/p>\n \u201cA great tangible way to actively pursue building more self-confidence \u2014 and ultimately self-worth \u2014 is by building a strong in-person brand<\/strong>,\u201d she tells me.<\/p>\n It\u2019s not that your digital presence is less<\/em> important \u2014 \u201cwe have to take control of how we\u2019re perceived online,\u201d she says \u2014 but Hakimian is \u201con a mission to remind people that how you\u2019re perceived [in person] is important. Really<\/em> important.\u201d<\/p>\n So important, in fact, that Hakimian built a framework she calls the Three See\u2019s: How you see yourself, how others see you, and how you see your future.<\/strong> She uses this proprietary framework in her life-coaching business to help other people build a strong, aligned personal brand.<\/p>\n But like any good marketer, Hakimian tested it out first \u2014 on herself.<\/p>\n \u201cGetting super self-aware and honest with myself has released a lot of that imposter syndrome so that I could go in and take risks\u201d in her job as a marketing leader at Cond\u00e9 Nast. And that, she says, will make you stand out.<\/strong><\/p>\n Have you found AI making an impact on your work at Cond\u00e9 Nast? If so, has it been a net positive or net negative? In many ways, the proliferation of AI content is making creating quality content, especially educational content, more difficult so I’m always curious how this new technology is affecting other fields? <\/strong>\u2014Max Miller<\/a>, Founder and host, Tasting History<\/p>\n Hakimian says: <\/span>From a marketing and subscription standpoint, we\u2019re excited to explore how AI can help us deliver more dynamic, personalized experiences on our sites. That said, the human touch is still the heart of our strategy, especially when it comes to brand voice and creative direction.<\/p>\n The rise of AI-generated content has actually made high-quality, thoughtful content even more valuable. It\u2019s easier than ever to pump out content, but much harder to build trust, credibility, and originality.<\/p>\n At Cond\u00e9 Nast, our unique edge is still our storytelling and editorial integrity. AI, to us, is a tool to scale our voices around that, not replace it. So overall, I\u2019d say it can be a net positive when used with intention. But like anything, it depends on how thoughtfully it\u2019s integrated.<\/p>\n Hakimian asks: [Our next master in marketing has] built an incredible reputation for understanding Gen Z behavior and creating authentic, community-first content. In a world that\u2019s constantly chasing virality, how do you balance consistency with creativity, and what advice would you give to brands trying to build genuine relationships over time, not <\/strong>just<\/em><\/strong> reach?<\/strong><\/p>\nLesson 1: Focus on what you can control.<\/h2>\n
![\"how](\"http:\/\/www.zoomlavilin.com\/wp-content\/uploads\/2025\/07\/sheena-hakimian-2-20250731-8186472.webp\" "\\"\\"")
<\/p>\nLesson 2: Make your boss\u2019 life easier.<\/strong><\/h2>\n
![\"i\u2019m](\"http:\/\/www.zoomlavilin.com\/wp-content\/uploads\/2025\/07\/sheena-hakimian-3-20250731-8315244.webp\" "\\"\\"")
<\/p>\nLesson 3: Build a strong in-person brand.<\/strong><\/h2>\n
Lingering Questions<\/strong><\/h2>\n
This Week\u2019s Question<\/h3>\n
This Week\u2019s Answer<\/h3>\n
Next Week\u2019s Lingering Question<\/h3>\n
![\"Click](\"http:\/\/www.zoomlavilin.com\/wp-content\/uploads\/2025\/06\/e1f0958d-1b15-418e-b4db-45ee531f71af.png\")
<\/a><\/strong><\/p>\n![\"\"](\"https:\/\/track.hubspot.com\/__ptq.gif?a=53&k=14&r=https%3A%2F%2Fblog.hubspot.com%2Fmarketing%2Fconde-nast-marketing-leader-shares-framework-for-destroying-imposter-syndrome&bu=https%253A%252F%252Fblog.hubspot.com%252Fmarketing&bvt=rss\")
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