I used to think that it was embarrassing to raise my hand...

Prologue:?At The Underground Agency, the college classroom is our office. Students are our employees. Former students are our clients, mentors, and employers. That's how and why we light the spark from within. It's not always easy but it is always worth it, especially when we manage to turn those students into Agents of Economic Empowerment like Kristen Ballinger (Marketing Manager at AleSmith Brewing Company in San Diego)–a former student who has returned as a client. Sit back, grab your favorite craft beer because next time we ask you to grab it, you will grab AleSmith ??, and enjoy my interview with Kristen.

David: How are you doing, Kristen?

Kristen: I’m doing great! It’s been a tough couple years with moving to another state and the pandemic hitting, but things seem to be looking up. At almost 3 years, I am now starting to feel settled into San Diego with a solid support system of new friends and social groups. COVID has been such a time of isolation, so I’m looking forward to being able to get out and spend time hiking, hanging out at the beach, going to festivals, taking road trips, and just exploring more.?

David: I can only imagine how challenging settling into a new place and work in the midst of pandemic must have been. I still remember when I was settling in Fort Thomas and my job at NKU after living in Washington state for four years. Hiking and climbing certainly made my transition easier. When it comes to transitioning to a new job, can you tell us a little bit more about your job and what it entails??

Kristen: I am the Marketing Manager at AleSmith Brewing Company in San Diego. I oversee our marketing implementation and strategies for our wholesale distribution channels and our Tasting Room. This includes working with our social media and public relations agency, our production, sales and retail team, and Creative Manager on how we take our beers to market and continue to support through campaigns and marketing efforts. Tasks for this role involve creating new content ideas/reels for social media, assisting in designing new merchandise or signage, connecting with our media writers for featured articles, developing partnerships for cross-promotion opportunities, launching signature events, and so much more.??

David: Wow ??! That is a great variety of responsibilities! And I love your "Ugly Sweater" event even though all those sweaters look pretty awesome. What do you like about your job?

Kristen: My favorite part of my job is collaborating across departments. There are a lot of brilliant minds in this company that I get to work with and learn from. There is so much to learn from the actual brewing of the beer to package design to getting it on shelves. I also enjoy that every day is different. We’re constantly working on new projects which keeps it interesting and lets us be creative. Whether it's gearing up for baseball season with activations for our .394 Pale Ale or building out a campaign around our new beer Party Tricks, it's always something exciting that is challenging.??

David: You make me thirsty (including the photos) and, inevitably, curious about what it took to get that job. You graduated from NKU in 2015 and I still remember how happy you were when you got the job at Listermann Brewing in Cincinnati as Marketing Manager in 2016. What did it take to get your job at AleSmith in San Diego?

Kristen: It took a lot of research, preparation, and persistence. I would set notifications and alerts on Indeed and Linkedin when job openings would be available in cities and industries that I was interested in. When I came across a job that looked like a good fit, I would research the company thoroughly and learn everything I could about their history and brand, what their current projects are, and their company culture. With that information, I would incorporate it into my cover letter to show that I was invested in the company and wanted to be a part of the team. The position at AleSmith that I originally applied for and eventually hired on as was a Tasting Room Supervisor. My previous management experience helped me get my foot in the door for interviews. I had my initial phone interview which I thought went very well. I made sure to mention my passion for the industry, how my previous work experience made me a great fit, and shared my long term goals of working in Marketing for a craft brewery. After several interviews over the phone and a full day of in-person interviews, I was offered the job. After working in the Tasting Room for over a year, there was an opening in the Marketing, which I applied for and got the job.

David: Hope my current students read this because you have just provided some incredibly important career advice, especially those interviewing for jobs. It is clear that you knew what industry you wanted to be part of. How did you know you wanted to be in craft beer industry?

Kristen: When I was at NKU, the evolution of craft beer began to accelerate in Cincinnati with the opening of Rhinegeist and Madtree Brewing. I worked at a bar/restaurant that had a large tap list and we started to carry a variety local beers and styles. I also had close friends who would homebrew in the evenings and on weekends who would let me join and we would try new beers that they picked up. This built my passion for the industry and lead me towards building goals to break into the scene.

David: That is a great story which reminds me of how important and helpful those "college" jobs can be when approached with the right mindset. Speaking of mindset, we, as professors, are one of those who have the power to influence that mindset. So, how did NKU help you get where you are?

Kristen: NKU helped me further develop skills to work solo and with a team on large scale projects. The professors that I had were passionate about what they were teaching and truly were a support system that cared about the success of their students. One of the struggles I had with college, was the work/class/life balance as I worked multiple jobs while taking classes. My professors worked with me and helped me stay on track. They challenged me to manage my time around a busy schedule with tools and resources to succeed.?

David: I am sure many of my current students would agree with you that I challenge their time management skills for sure ??! What role did The Underground Agency play in your education and career-readiness?

Kristen: The Underground Agency helped me look at marketing from a 360-degree perspective. We learned the importance of really researching the market and figuring out the target consumer to build a strategic plan to reach those customers and with the correct messaging. The experience working with Tide Coldwater has stayed with me about the importance of sustainable marketing and what it means for companies, consumers, and the planet.?

David: Is that the reason why you came back as a client this Spring–you need 360o perspective and turn my students into craft beer lovers? Just kidding. Seriously, you came back as a client. Why? What do you like about being back as client?

Kristen: Being a client helps us have a fresh perspective to our brand and how we resonate with consumers. Sometimes we can be so deep into a project where something simple can be overlooked. This could be a new idea or process that would contribute to the success of the company. We’re excited to see what the bright minds behind The Underground Agency will come up with on their strategy and recommendations of execution.?

David: We are excited too (see the photo)! We just finished the first part of the project that focused on the initial assessment of AleSmith Brewing as a brand. After we were done, I asked my apprentices whether their attitudes towards craft beer and AleSmith changed since they started to work on the project. The results? Their attitude towards craft beer in general has increased by 35% whereas the attitude towards AleSmith has increased by whopping 85%. Clearly, there is something lovable about the brand. Anyway, I know you are busy so let's take our chat to the finish line. If you could give your younger self three pieces of advice, what would they be?

Kristen:

1. Network! There are so many times that I look back at my time at NKU where I didn’t go to events or seminars which I regret. Building a community of professionals helps you in the long run and can help you land future opportunities.
2. Don’t be afraid to ask questions! I’ve learned that you can be more valuable if you ask questions so you can do things the right way versus making assumptions and doing it incorrectly. I used to think that it was embarrassing to raise my hand and ask a question because I thought I would look dumb in front of the group. The reality is that many people have that fear and don’t ask questions. Your question may even help someone else out in the group who also was unsure of something.
3. Track your efforts! Get in the habit of tracking everything! This helps you with ROI and showing what worked and didn’t when marketing a product or service. In a previous position, I did not track my efforts well. I could personally see that the business was growing with foot traffic and sales but could not trace it to a specific marketing implementation.?

David: Great advice! I just wish I had some secret recipe when it comes to engaging my current rookies and apprentices in all of the above. It is certainly something I need to work on in the future. Speaking of the future, what's in your future?

Kristen: I’m working on taking steps to progress my Marketing career further and learning new skills. I start online classes at San Diego State University in the Spring for Digital Marketing. Marketing has shifted so much these past couple years that it’s important to develop those skills and stay up to date in this fast-changing environment. With the pandemic, we have learned the importance of digital marketing and how it accelerates brands. Online presence is so important as traditional marketing methods such as print and outdoors becomes less and less pertinent to consumers. In my experience, just because you landed the job doesn’t mean it stops there. My goal is to continue growing in this field and eventually move up to an executive position in Marketing.

David: I keep telling myself that the day I stop learning will be the day I will stop living. I truly believe in never stop learning. Never stop stepping outside of the comfort zone. That is where life happens. Thank you, Kristen! Continue learning and, of course, hiking...that is part of learning too! See you soon in our remote office!

Epilogue:?So, what does it mean when we say we transform our rookies and apprentices into Agents of Economic Empowerment? It means we provide them with the skills, knowledge, and connections they need to take control and create the life that they want - professionally, financially, and emotionally. A life that is built around continuous learning and passing on what we learn. And that is what?Kristen is all about. We are incredibly grateful that we had a chance to reconnect with Kristen and even more grateful that she is back as a client!