WWN by Anggie Salazar Ep02: Vanessa Conde

Hi Networkers! I'm Anggie, VP of Sales & Marketing at CROING l Creative Agency , a creative agency founded by Alejandra Salazar , and welcome to my newsletter, Women Who Network: Stories of Connection and Success.

I’m super excited to introduce our special guest today: Vanessa Conde , VP of Marketing at OXXO International Cleaners, a proud New Yorker with almost 30 years of experience in the marketing industry. After 9/11, Vanessa relocated to Miami and launched a boutique marketing agency, which marked a pivotal moment in her career. She continues to excel in client relations, and her journey is a testament to the power of networking.

Why did we start this newsletter?

As I always say, networking has played a key role in my career, and I have found through many conversations that it is an area where many women still don't feel confident or need a little push to explore further.

At CROING l Creative Agency , we are motivated to inspire and empower professional women to feel more confident in networking. We believe that by sharing stories and experiences, we can encourage more women to connect and grow together.

I’m confident that Vanessa’s story will motivate many women to embrace networking with more confidence. ??

How did your networking journey start?

Vanessa: I started my advertising career at just 22 in New York City, coming from East New York, an area often referred to as the Ghetto back then. Statistically, the odds were against me, but I was determined. Growing up in a Puerto Rican, Catholic household, I always knew I was meant for more, even though we lived in urban areas. My upbringing was filled with love, strong family support, and a belief that we were as well-off as we thought we were.

When I first entered the world of advertising on Madison Avenue, it was overwhelming. I was surrounded by immense talent and found myself feeling incredibly shy and intimidated. It was a whirlwind experience, and I was often in awe of the people around me. Despite these feelings, networking became a crucial tool for me to navigate this new environment and ultimately thrive in my career.

9/11 and the Pandemic: A Turning Point

Vanessa shared how 9/11 was a significant turning point for her, leading her to leave New York and start fresh in Miami. It was there that she registered her company in the U.S. and began to build a network that helped her secure important clients.

Vannesa: 9/11 was a defining moment for me. It pushed me to leave New York and start anew in Miami, where I built a network that changed everything.

Anggie: It's really inspiring to have to start in a new place, and coincidentally it was Miami that I also went to to start again. I registered CROING in the US after the pandemic. So for you 911 was a turning point, and for me was the pandemic.

Networking in Miami, what’s it like?

Vanessa describes Miami as "the smallest big city"…

Vanessa: “Yeah, I mean, Miami. It's interesting, I always say it's the smallest big city I know because small in the sense that if you network you can quickly get embedded in this city, you get to know some of the right people, and then through word of mouth, you know you sort of get your name out, and before you know it, you know everyone.”

Organizations in Miami that are important for networking

Vanessa: If you're looking to create a career for yourself, or get an opportunity for yourself in Miami, you probably want to find out what's happening with the Chamber of Commerce, with the Miami DDA , with the BNA. These different organizations are doing little cocktail mixers, where communities are coming together to find out what's happening in Miami because chances are you're going to be meeting the local commissioner, the local mayor and you're going to be meeting people that are relevant, important, and may get you an open opportunity.

Anggie: It's pretty cool that you said that because I know specifically for Miami, the city has evolved to be more like a tech scene and I remember when I was registering the company, and going through that I didn't know anyone, and I was alone, and I had this idea of becoming part of communities like Department of Economic Innovation and Development , Refresh Miami ,and more. Thanks to networking in Miami, we closed the city of Miami as a client, and we're still working with them.

I love women related communities as well, because at CROING, we're part of Ladies, Wine & Design , WOMEN.NYC, and Latinas in Tech , and they are in different cities of the US.

Finding the Right Networking Opportunities

Vanessa: ”I rely on recommendations from friends or colleagues, especially if there's a significant event or fundraiser.”

Vanessa: When it comes to joining communities for networking, the options can be overwhelming. Personally, I don’t join all of them because you could go broke trying to be a member of every group, instead, I rely on recommendations from friends, especially if there’s a significant event or fundraiser. I often look for an organization’s annual fundraising luncheon as a prime opportunity to network and gain exposure. I budget for that event, purchase a ticket, and make the most of the experience.

That said, it’s really up to the individual to decide how they want to approach networking. Some may prefer an annual membership to a specific organization, allowing them to engage more regularly and take full advantage of all the benefits. Others, like me, might opt for attending a big annual event, donating, and being part of that single occasion. I choose this approach because my schedule often limits my ability to fully engage in a membership. By attending these annual events, I can still get involved with multiple organizations without the commitment of regular participation.

Stories of Connection and Success: Vanessa Conde’s edition

Can you share a pivotal moment in your career where networking played a key role?

Vanessa: When I first started in franchising about 14 years ago, I attended a conference with roundtable discussions meant for networking and education. I was new to the industry and chose a table focused on public relations. As I sat down, I noticed that everyone else seemed in awe of a man next to me, like he was the Michael Jordan of franchising. Throughout the session, he kept dismissing my ideas, and I grew frustrated.

At the end of the session, as I was about to leave, he called me over. I approached him with a bit of attitude, wondering who this guy thought he was. He introduced himself, asked about my work, and then handed me his card. It turned out he was Fred DeLuca, the founder of Subway, one of the most powerful figures in franchising at the time.

Fred saw potential in me, even though I was new to the industry. He became a mentor and a dear friend, teaching me everything I needed to know about franchising. His belief in me and his willingness to nurture my talent shaped my career, demonstrating the incredible power of networking and self-confidence.

Advice for Women Starting Their Careers: Confidence, Positivity, and Networking

For women who are just starting their professional careers or are hesitant to engage in networking, Vanessa advises:

Vanessa: "Just start. It can be intimidating, but the more you do it, the easier it gets. Remember, everyone is nervous at first."

Vanessa: When you're starting your professional career, especially if you're young, focus on building confidence. Social media has given young people today a platform to express themselves, which has cultivated a more confident generation. Use that confidence to your advantage in your career, but always remain appropriate and conservative where needed.

It’s crucial to stay positive, shake off negativity, and keep your eyes on your goals. I once received advice from a famous creative director in New York City who bluntly told me, "People will say and do ridiculous things and will disappoint you. If you can anticipate that, you will never be disappointed." While harsh, this advice taught me to focus on what’s right for me and to not be swayed by others' actions.

When it comes to networking, don't be afraid to introduce yourself and make that first move. I used to wait for others to approach me, but I realized that those who confidently make the first impression are often the ones who succeed. Remember, people are often more afraid of you than you are of them, so be confident and take the initiative.

Your network truly is your net worth, so don't hesitate to get involved in relevant industry events or meet like-minded individuals.

Vanessa reminds us that networking is "not just about exchanging business cards; it's about truly understanding the other person's story and finding common ground."

At CROING l Creative Agency , we echo this sentiment and have developed our Referral Program as a powerful networking and business tool. It’s a great way to connect, collaborate, and grow together.

Don’t forget your network is your net worth.

Stay tuned for more inspiring stories in our next edition of Women Who Network: Stories of Connection and Success every Tuesday and Thursday

If you want to be part of or propose someone for this space, please email me at [email protected].

Until next time, keep networking and growing!

This newsletter is proudly powered by CROING.