We had the good fortune of connecting with Katie Ferrigno and we’ve shared our conversation below.

Hi Katie, we’d love to hear more about how you thought about starting your own business?
Interestingly, my two businesses were born out of a lack of opportunity.

In the instance of my first business, which has since been sunset, INsights Social Media Consulting, it was because the resounding feedback in 2012-2013 post Bachelor degree was “you don’t have enough experience.” So I made my own. Building a small portfolio of clients from the ground up was just the edge I needed to set me apart from other candidates when I started interviewing again.

In the instance of my second business, SocialMetrix, it was the opposite end of the spectrum – 2020’s cutbacks cost me my job as I was too senior (read: too expensive) to keep on the payroll at a time like that. Essentially, I now had *too* much experience. The irony…

The part I love most is that I now provide opportunities for others just getting out of school and in between positions so it’s a nice full circle moment.

Can you open up a bit about your work and career? We’re big fans and we’d love for our community to learn more about your work.
There are few things I love to talk about more than my work It was over the pause of 2020 when it really struck me. I was thinking about what it was that made me so obsessive, so passionate, so enthusiastic about the work I do.

I realized it’s my bit of good I get to put in the world.

In advertising, you’re reaching so many people at once that whatever the work is intended to do – educate, inspire, empower, move someone, elicit a visceral response, make someone feel seen – it’s impacting so many people at such a large scale.

In the case of SocialMetrix, I’m providing really helpful insights to small businesses that truly need them. Limited budgets mean being very choiceful with content and I get to help them see what the best return is, how well they’re connecting with their audiences.

No matter what work I’m doing, as long as it aligns with my values and is making a positive impact on the world one way or another, I’m putting more good in the world, and that is such a gratifying feeling.

Let’s say your best friend was visiting the area and you wanted to show them the best time ever. Where would you take them? Give us a little itinerary – say it was a week long trip, where would you eat, drink, visit, hang out, etc.
While New York City is one of my favorite things of all time – ever, and I could write pages upon pages about all of the above, I do also love LA. It was coincidentally my best friend that showed me around. I was traveling for business quite a bit at the time and she always made time to hang with me, show me some of the greatest food, and I could see why she loved it so much.

Highlights for me (most are food bc that’s my jam):
– Kanpai Ramen
– Santa Monica Pier
– The Grill on the Alley
– Spago Beverly Hills
– Mr. Chow
– Grand Central Market
– 1000 steps beach
– Venice Beach

Who else deserves some credit and recognition?
Oh, so many people to be grateful for.

First, my dad – who shared his work with me at a young age, and seeing the passion in him as he talked about what he did inspired me to discover more.

Tom Monahan – Originally my professor at Johnson & Wales University, Tom really acted as a bit of a mentor to me as I started to find my way into the advertising world. Always supportive and quick with a helpful note of guidance, his vast experience in the ad world – owning his own agency in NYC, writing books, teaching others – really made an impact on the way I thought about advertising. Now retired, we still stay in touch.

Larry Lac – One of my first real managers. He really set the stage for how I understood leadership. He led with heart and authenticity and saw something in me that at the time I didn’t even see in myself. He took a chance on me and I made it as worth it as I could.

Gemma Craven – Another stellar manager that saw me, saw my talent, trusted me with autonomy and helped give me the runway I needed.

Teresa Shiang – One of the kindest, most dedicated and pragmatic colleagues I’ve ever had. She has been an advocate since day one and still is on the daily.

Charlie Tansill – An inspiring leader who advocates for her team like no one I’ve ever known. I’m so proud to be a part of her team.

My husband, Daniel – A fan since the very early days before I even knew who I was. Cheering me on and trying to help where he can, he’s been so instrumental in my success. On the dark days, the lowest moments, the hardest times, when I felt like there was no next step, he reminded me of my own tenacity, brought me back to the level at which I belonged, and he hasn’t stopped in 12 years.

To all of these incredible humans, and so many other family members, friends, and colleagues I would take pages and pages to mention, THANK YOU. It’s the support, the feeling of knowing you’ve got such a crew in your corner – that’s what drives me to keep pushing for more.
Website: hellosocialmetrix.com

Instagram: katielynn_nyc

Linkedin: www.linkedin.com/in/katieferrigno

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