Perspectives: Eunice Cancino, Marketing Manager, The Tory Burch Foundation

Perspectives is a series uncovering routines, inspiration, and insights by global marketing leaders shaping the future.

EDITOR'S NOTE: Eunice Cancino is the Marketing Manager for the Tory Burch Foundation. She is passionate about social responsibility and empowering underrepresented communities – and believes the future of marketing is diverse.

In her own words, Eunice shares her perspective on:

• Lessons versus failure…
• Representation in marketing…
• How content creation is transforming… 

And more…

Describe your routine. What do you do for a living? 

I'm a marketing manager dedicated to empowering women entrepreneurs at the Tory Burch Foundation. A typical day has me juggling product sales reports, in and out of creative reviews, or raising awareness around the need for investing in women-owned businesses.

What is a book, podcast, person, or event that helped shape your career – and why?

Learning there is no such thing as failure––only experience, gave me the power to own my recommendations and have the confidence to step into a leadership role.

Learning what is not working is as valuable as learning what is working.

Who or what do you look to for inspiration?

My parents are my biggest motivation. They packed up our lives into three suitcases to start over in a new country.

To me, there is no greater strength than the sacrifices families make in hopes of a better future. I always look at the immigrant community for inspiration.

Sí se puede.

What do you feel most marketers struggle with?

I think there's a big pressure to always be innovating.

But innovation isn't what drives people to action. Your audience will remember you for the value you provided them.

I think as marketers we first have to think about how we want to make our communities feel before we think about how we want our brand to appear.

What does the future of marketing look like to you?

The future of marketing is diversity.

Leadership needs to be representative of your consumer base. If you don't have a 360 perspective, you'll only be able to tell one side of the story.

What is something interesting or surprising you learned in the last few months?

The more I learn about our past, the more I realize our present has stayed the same.

I've never been more motivated to create space for people from underrepresented backgrounds.

In order to even have a seat at the table, you need a foot in the door. Access to resources matters.

What advice do you have for marketers and creatives who look up to you?

You'll never have all the answers, so it's important you never stop asking questions.

Stepping outside of your comfort zone means you are learning and learning leads to growth. Figure out what makes you uncomfortable and practice it until it becomes routine. Rinse and repeat.

What are you excited about or looking forward to?

Professionally, I'm really excited to see more brands understand the value of social. I'm counting down the days to when marketers understand their strategies need to be optimized for those channels, as opposed to using social as a dumping ground.

Personally, I'm so excited to create a community for Latina women in marketing.

Representation matters and the more senior I get in my career, the more I want to lend a hand to uplift as many people as I can the higher I climb.

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