We’re spotlighting our Edelman Culture Champions, individuals recognized by their peers for exceptional dedication, positivity, and contributions to fostering a supportive workplace environment. These champions play a pivotal role in cultivating a culture where every voice is heard and valued. This edition of Inside Edelman features profiles of these outstanding colleagues from our U.S. offices, showcasing their efforts to uphold Edelman’s values of Diversity, Equity, Inclusion, and Belonging (DEIB).
Tell us about your Edelman journey.
I joined Edelman after about four and a half years in the entertainment industry where I had the opportunity to wear multiple hats across the marketing/communications sector. I began my career as a junior producer on the social media marketing team of an entertainment agency and worked my way up to a marketing manager role where I oversaw publicity, influencer, digital/paid media, and experiential activations on behalf of major studios & streamers. By 2022 I knew I was ready for something else. I came across a job opening at Edelman and decided to shoot my shot to join the Beauty and Personal Care account on the Multicultural team. And now, nearly two and half years later, here I am!
These two plus years can be summarized in one word: growth. Beyond just taking on responsibilities as an Account Supervisor and later a Senior Account Supervisor across Unilever and Taco Bell accounts, I’ve grown as a team lead, manager, and specialist. I’ve also learned from so many of my amazing colleagues, who inspire me to stay curious and lead with empathy and kindness. I’m also co-lead of the Inclusivo West chapter where I strive to unite my Latino colleagues for virtual discussions and in-person events.
You were nominated for Culture Champion by your colleagues – how do you foster a collaborative and respectful culture within your team?
I strongly believe that to create a collaborative and respectful culture, we have to see each other (and ourselves!) as people first. It can be easy to get lost in what feels like a never-ending list of to-dos and the stress of the job, but I always try to remind folks that we are people before we are our job title. Our self-worth and intelligence is not tied to our jobs and great ideas can be born from anyone.
How does your personal background play a role in your professional life?
If you know me, you know I am a proud daughter of Colombian immigrants and love sharing my heritage and culture with my teams. When I think of how I bring my background into my professional life, I use the term “200%-er” – which I think is a great descriptor for my bicultural experience living in the US with immigrant parents. I am 100% Latina & Colombian, but I am also 100% American; neither side is more important than the other and are not separate parts of me. I am fully 200%.
Part of the beauty of working on the Multicultural team at Edelman is that I can bring that part of my lived experience to my client work as well. I have a strong passion for uplifting voices within multicultural communities and bringing our clients into these spaces in an authentic and nuanced way.
When you think about the future of Edelman, what does it look like for you?
The beauty of Edelman is that the opportunity for growth is endless. Our agency touches so many sectors and is at the forefront of creative PR. So, when I think about the future of the agency, I think of its people who have gotten us to where we are today and fostering a culture that bolsters and uplifts its employees and their accomplishments.
You mentioned feeling imposter syndrome when you first started in the industry. What advice would you give to people entering the industry who might be feeling the same way?
I come from a bit of an untraditional path to PR in that I did not begin my career as an Assistant Account Executive of a PR team but a Junior Producer of a social media team. And because in my previous agency I wore many hats under the comms/marketing umbrella, I convinced myself that I was unworthy of being at Edelman. Fortunately, I have met some amazing folks and mentors here that have shown me there’s a strength in having a diverse background. And that there isn’t one right way to get here. I confess that sometimes the imposter syndrome still rears its ugly head, but I remind myself & my team that as long as you have a hunger to try new things, have a desire to learn, and do your best every day you are more than enough. Plus, I am a strong believer in transferable skills, so my advice for folks that might be feeling the same way is to remember that there is strength in your knowledge and experience.
Susana Pastrana is a Senior Account Supervisor on the Multicultural team based in Los Angeles.
