Marissa Fernandez is an Executive Coach, Performance Strategist, Consultant, and former Chief Marketing Officer. Marissa coaches leaders to define and accelerate towards their own definition of success in work and life. Her greatest strength is her ability to help others to see and to be the best version of themselves. Leaping off the corporate ladder and into coaching has provided her unprecedented levels of fulfillment, and it’s her mission to help others achieve that as well.

What are the interview questions for entrepreneurs?

Can you tell our readers about your background?

I am a “Jew-ban,” born to a Jewish mom and Cuban dad, raised along with an identical twin sister and younger brother. Growing up in a multicultural household has fueled my strong advocacy for Diversity and Inclusion efforts throughout my career. The values instilled in me by my parents -- work/study ethic, compassion for others, love and kindness, and generosity -- have shaped me to this day.

Prior to launching my own business, I had a 15-year corporate marketing career. After graduating from Cornell University, I started my career in brand management at Procter & Gamble, where I learned the brand-building fundamentals working on powerhouse brands like Tide and Gillette. I then served as a Client Solutions Senior Director at Collage Group, consulting with dozens of brands to develop or enhance their multicultural marketing strategies, including the NFL, NBA, ESPN, The Walt Disney Company, Hershey’s, and Univision. Following college, I spent over 5 seasons at the National Football League. As Vice President of Marketing and Fan Development at the NFL, I led marketing for the league’s major tentpole events, cause marketing, and US Hispanic and Youth marketing, while serving on the league’s Diversity Council. In 2019, I was honored as a Cynopsis Top Women In Sports, celebrating the top 100 female trailblazers in the industry. Also in 2019, I was named one of 30 Latinas of Influence, presented by Hispanic Lifestyle.

I made it to the top of the proverbial ladder when I took the role of Chief Marketing Officer at Drive Shack Inc.’s (NYSE: DS), where I oversaw all marketing, community relations, and PR efforts for the growing brand. In March of 2020, my role was eliminated. I was forced to reckon with questions I had never really contemplated before: What do I really want to do with my career? What am I best at? When have I been most impactful? What career would really excite and energize me? What do I want my legacy to be?

What inspired you to start your business?

After getting laid off, I decided to do some inner-work. I read several self-help books, committed to a meditation practice, and journaled often. I started working with a coach, who helped me challenge some of my long-held beliefs: that “success” was defined by how high you got on a corporate ladder, and that a corporate job is more stable and more lucrative than entrepreneurship. Those beliefs aren’t facts. Once I was able to release them and embrace new beliefs around my own definition of success, I felt more confident making the leap.

When I looked back on my career and contemplated: what were my moments of peak performance, when my impact was profoundly felt, when I was in a flow state, deeply engaged, fulfilled, and productive? Interestingly enough, when I came up with that list, all of the moments had little to do with marketing and everything to do with coaching, mentoring, and inspiring those around me. That is when the theme of coaching, an invisible thread that has been woven through my entire career, suddenly became visible. I couldn’t unsee it.

Where is your business based?

I work out of my apartment in Brooklyn, NY, but I serve clients all over the world. I’m currently working with clients in Korea, London, Canada, and all across the US. One of the benefits of launching during the pandemic was that I had no choice but to build the business virtually. My 1:1 sessions take place over Google Meet. While I miss the physical connection that is difficult to replicate in a digital world, I appreciate the access technology has allowed me to bring to my business -- the ability to serve clients no matter where they live!

How did you start your business? What were the first steps you took?

Once I did the inner-work to discover professional coaching as my ideal career path, I did a few things. Firstly, I networked. Networking has been a valuable contributor to my career success thus far; I knew it would be a critical skill to tap into here. But I didn’t know any coaches! I started asking my existing network for introductions. I ended up connecting with more than 20 coaches. I asked them about certifications, client acquisition, pricing, how they structure their businesses and packages, and lessons they’ve learned. In parallel to the coach conversations, I enrolled in a coaching certification program at the College of Executive Coaching. While I knew I had a special gift in this area, I wanted to hone my craft and legitimize myself as a professional coach. Lastly, I just started coaching. To be honest, I started before I felt truly ready, and that was the best thing I could have done. It created momentum, self-belief, and opportunities to learn and be inspired.

What has been the most effective way of raising awareness for your business?

The most effective way of raising awareness for my business has been my networking discipline. I created a spreadsheet of over 200 contacts. When I first launched, I set out on a plan to connect with each of my contacts over the course of several months. With each outreach, I shared what I was up to, inquired how I might be able to help them, and asked them if they knew of anyone that could use my services. This disciplined approach helped me generate my first wave of clients - all first or second degree connections.

What have been your biggest challenges and how did you overcome them?

My biggest challenge was fear. Fear of failure, fear of instability, fear of financial distress, fear that I wouldn’t be able to powerfully serve clients. I have worked with a coach consistently since before the launch of the business. Among other things, my coach has been absolutely instrumental in helping me to debunk these (largely mythical and self-created fears). We examined each fear, unraveling them, getting to the root of what actually felt scary, assessing the probability, and building contingencies. In doing so, I have been able to minimize my feelings of fear, and generate courage and excitement to keep going.

How do you stay focused?

One way I stay focused is by staying deeply connected to my “why,” -- my purpose. I am on a mission to empower others to create a life and career they adore. My work is fulfilling and easy to focus on when I have that higher purpose top of mind.

Another more tactical way I stay focused is by being absolutely rigorous with managing my calendar. When I was in the corporate world, my calendar felt largely out of my control, filled with team meetings and 1:1s. As an entrepreneur, I have free reign of my calendar for the most part. I’ve learned that the best way for me to focus and have tremendous impact and output is to put EVERYTHING on my calendar. Of course, I have client sessions and networking calls on my calendar. But I also have on my calendar blocks to create my content for social media, blocks to log my client hours, and blocks to read email. Time to prepare and eat my meals, time to exercise, and time to meditate are all on my calendar. Each Monday morning, I spend an hour reviewing what I want to accomplish in the week. Then, I allocate dedicated, specific time blocks to getting everything that I want to complete.

How do you differentiate your business from the competition?

I am the differentiator. I am one of thousands of coaches who are trained in the International Coaching Federation (ICF)’s Core Competencies. What makes me unique is my background, my style, and my story. Specifically, I bring to clients my leadership qualities honed during 15-years on the corporate ladder: a combination of strategy, perspective, relationship building, authenticity, optimism, and humor. My style is uniquely creative, thought-provoking, collaborative, empathetic yet direct. I add a dose of humor that allows my clients to move out of their comfort zone and have fun doing it! My story is also a differentiator. I know what it’s like to work your way up a corporate ladder, and the trials and tribulations that are typically a part of that journey. I know what it’s like to be laid off, and the emotional toll that takes. I know what it takes to change career paths, making a leap towards something more fulfilling and aligned with strengths and values. Because of those experiences in my story, I am able to connect and relate to clients who are living in similar stories.

What has been your most effective marketing strategy to grow your business?

I don’t do very much marketing, ironically given that is my background. The best form of marketing driving my business now is worth of mouth: referrals from existing clients who have experienced tremendous benefits and tell others about their experience. I also post weekly on LinkedIn, which has helped drive top-of-mind awareness amongst my connections and has been the source of several in-bound leads.

What's your best piece of advice for aspiring and new entrepreneurs?

What is your purpose? What is that WHY that really drives and inspires you to build your business? What will the impact of your business be in 5, 10 or 20 years of success? I believe a deep connection to the higher-order purpose of the business is essential to generating the courage, momentum, and dedication required to be a successful entrepreneur.

What's your favorite app, blog, and book? Why?

I’m a voracious reader with many favorites, but The Genius Habit by Laura Garnett and Designing Your Life by Dave Evans and Bill Burnett changed my life. Garnett’s book helped me to identify my own Genius - Talent Maximizer. I am now very in tune with when I’m doing work that is and isn’t aligned with my genius. That awareness has allowed me to significantly increase my energy, satisfaction, fulfillment and impact. Designing Your Life helped me imagine a future that was very different from the linear career path of my past. I had tunnel vision from the time I was in my early 20s: “CMO, or bust!” That book opened my eyes to the power of exploring lots of different paths, and how my narrow definition of success had limited me.

What's your favorite business tool or resource? Why?

My coach! I’m a little biased here, but I truly believe everyone, especially entrepreneurs, can benefit from having a coach. It is impossible for me to see all my blind spots and to recognize certain patterns in thoughts and behavior. Having a collaborative thought-partner to challenge me, to push me out of my comfort zone, and to support me in my own growth as well as the growth of my business, has been invaluable.

Who is your business role model? Why?

Marie Forleo is one of my business role models. I was very inspired by her book, Everything is Figureoutable, which is also her motto in life and business. When you have that optimistic, action-oriented attitude, the possibilities are endless. I like to embrace that motto as much as I can in my own life. I also appreciate that she refers to herself as a “multi-passionate entrepreneur.” She embraces that she’s not just one thing. As I consider the future of my business, that concept really resonates with me. For example, I love 1:1 coaching, but I also love leading workshops and delivering speeches. I don’t want to feel limited in my definition, and Marie Forleo sets a fabulous example of how you can build a cohesive and profitable business around many things.

How do you balance work and life?

Believe it or not, I have better balance now as an entrepreneur than I did working for large corporations. I set clear boundaries with my work that I didn’t believe was achievable when working for a boss. I design each day and each week with intention. My life priorities are on my calendar, just like my work ones. I honor them with the same level of commitment. I block my calendar on Friday afternoons. I don’t take calls after 6:30PM, with few exceptions. I say no to opportunities that don’t serve my higher vision (this one is still tough!).

What’s your favorite way to decompress?

Spending time with my adorable nephew, Rio. His laugh brings me immeasurable joy.

What do you have planned for the next six months?

In terms of my business, over the next six months I will expand my 1:1 Executive Coaching Practice to serve more clients. I plan on branching out to do more speaking, leadership development, and workshops. I’m also currently enrolled in a group coaching program myself with other coaches, through which I am continuing to sharpen my sword and elevate my coaching skills over the next six months (and beyond!).

Personally, I recently moved to a new neighborhood in Brooklyn. Over the next six months, I’m looking forward to exploring my new neighborhood, taking long walks, identifying great restaurants and coffee shops, parks, libraries and architecture. I’m also looking forward to a few long weekends out of the city visiting friends, playing more tennis, and reading a lot.

How can our readers connect with you?

I would love to connect with your readers! You can find me at:

· My website, www.MarissaLFernandez.com

· LinkedIn at https://www.linkedin.com/in/marissafernandez/

· Instagram @MarissaLFernandez1

You can also reach out to me directly at info@marissalfernandez.com.

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