Before joining (un)Common Logic, Barbara was a senior client services manager at TIG Global, a Washington, DC-based interactive marketing agency, where she focused on marketing for the hospitality industry. Her duties at TIG also included marketing strategy development, website design and strategy coordination, email marketing strategy, and strategic partner development.
Barbara earned a B.A. in Psychology from Duke University, where she also captained the Duke women’s lacrosse team. When she’s not working, Barbara enjoys spending time with friends and family, cooking, traveling, and participating in outdoor activities, including biking, hiking, running, and water sports.
What is your background?
I began my career at a DC-based public relations firm and then a friend recruited me away to work at an online marketing agency that focused on the hospitality industry. I’d always liked being in client-focused roles, but it wasn’t until I discovered online marketing that I really felt like I’d found my niche.
What are your responsibilities at (un)Common Logic?
My role is to create the vision for the company and get the team excited about, and contributing to, the execution of that vision.
What’s your favorite thing about working at (un)Common Logic?
The people. Brains, humor, and a sense of team are the things that truly make the job fun, and our team has those qualities in abundance.
What’s the most challenging aspect of your job?
It’s funny because the hardest part is also the part I love the most and find the most rewarding. Managing people. Ferreting out each person’s unique talents and then learning how they are motivated to do better is interesting and hard. It’s worth it though because when you start to see someone realizing their full potential, or even exceeding it in many cases, it’s so exciting and can have such an impact on them and on the business.
Anything big happening this year outside of work?
Most of the excitement in my life comes from my two children – who are both toddlers. (Only the parents will get that one…) We took our kids to the beach this year for a week and they loved it. Seeing any part of the world through the eyes of a child is such a joyful experience.
What makes Austin special?
So many things, but my favorites are: the food, weather, people and the vibe (Austin is one of the most laid-back towns I’ve ever lived in). There is just really nothing better than a great margarita and some yummy queso. Luckily, I live in a town that supports my habit.
What makes you (un)Common?
My hard candy shell and my milk-chocolatey inside. Meaning, I’m tough and ask a lot of the people in my life, but it belies a deep love for and loyalty towards my tribe.
What’s the biggest digital marketing change you think will occur this year?
Not sure if it’s a change so much as something I continue to watch closely and that’s the impact of machine learning and AI on our industry. Some have argued that the need for people is going to decline rapidly in the next 5 years, but I continue to believe that the machine, the technology, etc. is only ever as good as the person turning the dials. Time will tell if I’m off base or not.