Strategy Director, Pereira & O'Dell
Lauren Sooudi is a Brand Strategy Director who brings 11 years of agency experience to discovering strategic opportunities for her clients and creating more relevant roles for brands in consumer culture. She has overseen brand and creative strategy for clients such as Fifth Third Bank, Adobe, Jackson Family Wines and Hotwire.
Recognizing that leadership in advertising is unbalanced, Lauren has developed a passion for mentoring her female peers. She developed “Sorry Like You Mean It,” a first of it’s kind study that aims to understand why women over-apologize. And in 2017, she was featured as one of “The 30 Most Creative Women in Advertising” by Business Insider.
Do one hard thing.
There is only 100% of me. Some days I will be 70% career and 30% family, other days it will swap. True balance is a myth, so my new definition of success is about the long view of doing my best on both fronts, but never at the same time.
Add things to my to-do list that I’ve already done and check them off. Sometimes you need to start the day knowing you’ve already accomplished a lot.
Drafting an email to the expecting mothers in my office to offer advice and perspective on being a working mom in advertising.
Kill the zombie closest to you.
My Pic of the Day:
When I worked at Heat Advertising we used the mirror in the women’s bathroom to share daily affirmations with one another. Build a culture of empowerment at work and amazing things will come from it.
A Day in My Life:
What do you love most about Your City?
San Francisco will be the city you need it to be. Each neighborhood has its own scene. It’s a diorama of people at different times of their life stacked on top of one another. If you enjoy riding a segway to you SOMA start-up gig while smoking a cherry vape pen, you’re a San Franciscan. If you like to wait in line for brunch, there’s a café doling out fancy avocado toast around every corner. If you want to pay $4,000 a month for preschool, Laurel Heights yoga moms have your stroller brigade ready.
Favorite breakfast meal & restaurant?
I’m gluten-free, dairy-free, and egg-free (not by choice). So, I typically have GF toast with almond butter and a side of no fun.
What are you doing at:
6:00 AM – Feeding my 7-month-old son as we lie in bed.
10:00 AM – Tinkering with the strategic set up for a creative brief and checking emails while pumping in the mother’s room at work.
12:00 PM – Favorite Lunch spot/meal?
Every lunch spot in San Francisco is a $17 salad.
7:00 PM – I’ve just put my son down for the night and am beginning to sift through which Sun Basket meal my husband and I want to make for dinner.
11:00 PM – Ha! I went to bed hours ago.
What drink do you need to get through the day and at the end (and how many)?
I try to drink water before coffee, but usually it goes the other way around. Many nights call for a glass of wine. Fewer call for a Manhattan.
Most used App/Favorite Instagram Account?
I use 1 Second Everyday to stream together a monthly recap of 1-second clips. It’s a nice way to look back on all the small day to day moments and how they make up a bigger picture of my life.
For Instagram, I like to follow my friends and family more than influencers. But, @chrissyteigan is pretty entertaining, @tinyatlas keeps me inspired with beautiful places around the world, and @mother.ly is a great resource for the modern mama.
What should everyone try at least once?
The Bird Box Challenge. Just kidding.
As a planner, I’d say everyone would benefit from trying to see things from another perspective. It’s where empathy and understanding begin. And I find it truly fascinating to uncover what beliefs, values and rituals bind people together and motivate their behavior.
Where do you enjoy getting lost?
My own head.