By Katie Shagman
Each month AWC Austin highlights one very special member making a difference in the communications industry in Austin, Texas. Among the hustle and bustle of Moonshine Café, we had the chance to sit down with Samantha Furry, digital marketing strategist for lookthinkmake. Samantha is one dynamic gal: well spoken, intelligent, and passionate about her life. Take a minute to meet Samantha Furry and learn a bit about her philosophies (which may or may not include a sincere belief in regular consumption of Ben & Jerry’s ice cream).
AWC Austin: How did you get involved in AWC Austin?
SF: I’ve been involved in the organization for 2.5 years, but officially became a member in February 2011. In 2010, Emily Fraser (AKA Emily Babb) was social media chair and recruited me for the social committee. As a student at the time, I knew it would be beneficial to work with a prominent, professional organization like AWC Austin.
I’ve always used my membership to build meaningful connections and relationships. Networking is such a short-term word. AWC Austin is unique and takes networking to the next level by building a little army of support.
AWC Austin: After graduating with your first degree, you switched majors and went back to school. What caused you to make this decision? How has it changed who you are today?
SF: The first time around, I earned an undergraduate degree in dance. This time, I went the standard, modern day marketing route (Samantha graduated from Texas State University in May 2012).
I committed to a degree when I wasn’t ready to commit. But I think if I hadn’t gotten my dance degree I wouldn’t have the drive I have today, because I came out on the other side realizing it wasn’t what I wanted to do. I also got a taste of what production and marketing entailed. In producing dance performances, I learned what it means to deliver one centralized message through several different media, which was really fun and satisfying.
While I do not directly use my dance degree at work, it has helped me understand the creative/collaborative process: working with free thinkers and navigating projects with boundaries. In dance, I had to work with a shoestring budget. I learned that amazing things can happen with limited financial resources. The experience taught me to be incredibly resourceful. Whether choreographing a dance or creating a yearlong PR strategy for a client, you’re going to disagree and you have to compromise. From that comes wonderful things and ideas that everyone can take credit for and get excited about.
AWC Austin: What area of communications do you work in?
SF: 70% of my day is social media, 30% is traditional PR. It’s nicely tied off with SEO and SEM.
AWC Austin: How did you get started with lookthinkmake?
SF: I discovered lookthinkmake while volunteering for a local nonprofit called the SIMS Foundation (SIMS provides mental health and addiction resources for Austin musicians). Once I found out lookthinkmake was the agency responsible for SIMS marketing collateral and branding, I was instantly intrigued.
I Google-stalked them for quite a while. I learned that Patricia Buchholtz, lookthinkmake partner and marketing director, was also a two-time graduate of Texas State University, so I felt an instant kinship. In my research, I found an opening for the marketing intern position so I applied on Thanksgiving Day. I heard back the very next day. After a great interview with Patricia (which included a burrito and a trip to her house to pick up some files), I joined the lookthinkmake family.
At the beginning, the internship was strictly focused on marketing, but on my first day, Patricia asked me if I could take on learning about SEO… so I did. I began to own that realm of the company. What set the path for me was finding things to do when there was nothing to do: creating my own work and contributing in any way I could even if it was cleaning the kitchen. There’s a lot to be said for a cheery disposition and a friendly outlook. You still need to deliver something at the end of the day, but it makes a big difference. In March, as I neared graduation, lookthinkmake and I both did not want it to end. It was then the company offered me a permanent home.
AWC Austin: What do you enjoy most about your job?
SF: My favorite part about my job is coming to work each day. There’s always a new challenge. Much like I did in dance, I now also get to make really unique fun things happen, within some set of limitations. I love how our solutions are tailored and special for each client. Overall, I’m also really passionate about talking with others and sharing their stories.
AWC Austin: What has been your most proud professional accomplishment?
SF: I created a proposal for an international SEM campaign that was approved by the client. It’s a long-term project and we’re still engaged today.
AWC Austin: Do you see any communications trends specific to Austin?
SF: There’s something beyond just the simple entrepreneurial spirit of Austin. We have enormous companies planting campuses here, but we also have small business start ups setting up shop. We’re growing to the point where the city is providing an incubation program for small businesses to establish themselves. Austin isn’t just a hot new city – it’s all-encompassing from various levels, all working together and complementing each other. Austin will retain its small town feel for quite some time, as well. It’s the way we know how to work and do business; it’s the way we know how to connect with people.
AWC Austin: What is your favorite thing about living and working in Austin?
SF: One of my favorite things about my life is my home. I am less than five minutes from the Greenbelt and about 20 minutes from Zilker (and that’s walking!). I live just off the mix of downtown, which is nice. I like working here, especially on the East Side. It’s seriously fun. We’re in a renovated warehouse being, sharing the building with a microbrewery, an aerialist company, a glass blowing company, a coffee distributor and a product design studio. It’s given me a whole new perspective on how fast growth can occur in Austin and where it happens in these neat little pockets. I love that about Austin.
AWC Austin: Do you have a favorite lunch spot?
SF: (Samantha pauses for a minute, this is a hard question for her to answer). I think Zocalo. They have a fantastic patio nestled in Clarksville. I always feel like I’m in some other country when I sit on that patio. Their ceviche is excellent. I might speak differently tomorrow because I’m going to Elizabeth Street Café for the first time.
AWC Austin: Best piece of advice for women starting their career/making a career change?
SF: Have a plan. It doesn’t have to be long term, but have a plan to get from point A to point B. The rest can unfold after that. So much can happen in 5 to 10 years but if you have a small 2-3 year, short-term plan, it’s doable, it’s measurable, and you’ll be able to adhere to it.
AWC Austin: Personal motto?
SF: A favorite quote: “She believed she could so she did.”
AWC Austin: Confess: what’s your guilty pleasure?
SF: A giant hike on the Greenbelt followed by a fantastic jump into Barton Springs topped off with a feast of Ben & Jerry’s Coffee Heath Bar Crunch ice cream.
AWC Austin: What are your goals for next year as student chapter liaison?
SF: We have such sharp, forward-thinking students in our chapters. I just want to be able to provide them with insight that will help them grow their student careers, but also in the next few years after their graduation.
My two top goals are to:
- Get students truly comfortable with networking and building their own long-lasting connections with professionals.
- Hone the mentor program from a student perspective and find a way that fits their student needs – often they have burning questions, and need reassurance they’re on the right path.
Samantha Furry’s Resource Rundown:
I like a mix of news and stories. It’s amazing how much dot connecting you can do when as you gather more and more stories.
Morning Edition
This American Life
Fresh Air
Community Impact – Central Austin
GOOD
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