You Belong Here: Highlights and Career Takeaways from NYWICI’s 2025 Communications Career Conference at Spotify
Hosted at Spotify’s New York headquarters on Thursday, September 25th, the Communications Career Conference brought together students, recent graduates, mid-career professionals, and industry leaders. Attendees spent the day engaging in learning opportunities and networking, forming connections that will support their professional journey.
The Vibe: Welcome, Learn, Connect
NYWICI President Brandi Boatner wasted no time setting the tone. She bounded on stage with humor, honesty, and a dose of Beyoncé energy: “For those who don’t know me, I’m the Beyoncé of the business world—self-proclaimed, but no,” she joked, before sharing a candid aside about her rain-soaked hair.
But the laughter soon evolved into something more meaningful. “Whether you’re a student, a recent graduate, or an early career professional, listen carefully: You belong in this room.”
She invited the audience to turn to each other and repeat it back: “You belong here.” It became a chant that echoed throughout the space, a moment that transformed the room from an audience to a community.
Brandi framed the day around a three-part challenge:
- Be curious. “Curiosity is your superpower. Ask questions, take notes, and let curiosity lead you into rooms you didn’t think you belonged in.”
- Be courageous. “Sit up front. Raise your hand. Introduce yourself. Doors don’t open until you walk toward them.”
- Be generous. “Signal-boost someone else. Share your notes. Tag NYWICI. Generosity doesn’t slow you down—it speeds everyone up.”
She also reminded attendees that NYWICI is more than a one-day event. “We’ve been offering scholarships, mentorship, and programming for decades. You have a built-in community. You don’t have to do this alone.”
“Tell your story before someone else does.” — Brandi Boatner
Fireside Chat: It’s PR, Not ER
Featuring: Erin Styles (Director, Global Communications & PR Lead, Spotify) & Ashok Sinha (Chief Communications Officer, Dow Jones)
What unfolds when a mentor and mentee reunite on stage a decade later? A candid, humorous, and efficient discussion about shaping careers in a rapidly evolving industry.
On staying steady in chaos: Erin remembered working under Ashok during the Oxygen phase. “Bad Girls Club” days. “One of the first things I learned from Ashok was the mantra: ‘It’s PR, not ER.’ It kept me grounded. Urgency is real, but if you internalize every crisis, you’ll burn out.”
Ashok nodded: “You need urgency without panic. Reset, keep perspective, and deliver.”
On Taking the Leap: Erin described her boldest career move: leaving Publicis Media while on a high to join Spotify. “The opportunity wouldn’t come again. It was terrifying to walk away from momentum, but eight years later, it was the best decision of my life.”
On Relationships as Strategy: Ashok explained how networking propelled his own pivot. “By August 2023, I had three offers in one month—not because of job boards, but because I called everyone I knew. Networking isn’t an emergency button. It’s the career.”
On pivots: Ashok’s journey did not begin in PR, but in acting. “I was a theater actor until 34, and a mentor told me: you can’t do both. I chose PR—and I’ve never looked back. That was my sign I was on the right path.”
“Networking isn’t an emergency button. It’s a career-long practice.” — Ashok Sinha.
Q&A — Fireside Chat
Q. Many roles require master’s degrees and years of experience, but pay very little. How can you stand out when you don’t check all the boxes but still want to prove your value?
Erin: Learn and adopt emerging technologies, such as AI, which many hiring managers have not yet fully grasped. Develop a niche skillset in social media, digital strategy, and influencer relations. Leverage your current role; employers value candidates who are already employed.
Ashok: Conduct thorough research on your target industry before interviews. Younger professionals often know social platforms and cultural trends better than leaders — highlight that as an asset.
Staying Motivated in a Tough Market
Q. How do you stay motivated and ambitious without burning out or losing drive?
Ashok: Commit fully to your job search, but don’t neglect your personal life. Protect mental health with grounding routines (fitness, hobbies, community). The job market is tough, but optimism opens doors. Humans bring creativity, empathy, and cultural insight — qualities AI can’t replace.
Finding Mentorship Remotely
Q. How do you build genuine relationships with senior colleagues without coming across as a ‘kiss-up’?
Erin: Offer value in return (insights, new skills, research). Approach with curiosity, not empty flattery.
Ashok: Humanize leaders — they’re people too. Most enjoy sharing career stories (and talking about themselves) if you ask thoughtful questions.
Bringing Your Perspective Without Risk
Q. How do you bring your perspective when it’s different from the client’s without risking the relationship?
Ashok: Being a freelancer gives you an outsider advantage. Frame feedback constructively — validate, then add your point of view.
Erin: Learn the skill of influence: sometimes the best way is to make your idea feel like their idea. Build relationships over time to strengthen your credibility.
Staying Current in a Fast-Changing Industry
Q. What resources help you stay current in such a fast-moving industry?
Erin: Newsletters: Casey Lewis’s After School, ICYMI, Link in Bio. Social media: TikTok for micro-trends. Team sharing: Slack channels and younger colleagues often highlight cultural shifts.
Ashok: Puck News, Oliver Darcy’s substack, follow diverse voices to avoid blind spots, and stay connected to both industry experts and youth culture.
Panel: The State of Media—Facts, Story, Community
Moderator: Marysol Castro (PIX 11 Anchor & New York Living)
Panelists: Debby Krenek (Publisher, Newsday and NYWIC Matrix Honoree), Callie Schweitzer (Head of Premium Content & Community Strategy at LinkedIn), Ashley Carman (Music, Podcast, and Audiobooks Reporter at Bloomberg)
This panel revealed how media is evolving across platforms—from TikTok to streaming TV to LinkedIn Premium events—and what that means for communicators.
Debby Krenek on Newsday’s Evolution
“We began in 1940 as a print newspaper. Today, we’re streaming with Newsday TV, producing vertical video, and training reporters to become creators. But one thing hasn’t changed: facts first. Without credibility, nothing else matters.”
Callie Schweitzer on LinkedIn’s New Role
“LinkedIn began as a place for polished résumés. During COVID, it became the professional watercooler — where business conversations happen in real time. If you’re hesitant to post, begin in the comments. Thought leadership often begins there.
Ashley Carman on Audio’s Big Moment:
“Podcasts were once a punchline— ‘that guy in Brooklyn.’ Now they’re the cultural pulse. Clips aren’t throwaways—they’re discovery engines.”
On pitching stories:
Marysol reminded the room: “Don’t send me a page-long pitch. Find the right booker. Be direct: who are you, what’s the story, and will your principal do it?”
Ashley added: “Exclusives, numbers, details—that’s what cuts through.”
“In a fragmented world, credibility is the strategy.” — Debby Krenek
Q&A – Media Panel
Q. Do social audiences convert to owned platforms?
Debby: “Yes—when the platform-native story aligns with the on-site experience and the handoff is clear.”
Q. Video or text on LinkedIn?
Callie: “Both. Do what comes naturally so it doesn’t feel forced. Start by joining existing conversations meaningfully.”
Q. What are your pitch pet peeves?
Marysol: “Subject lines that scream ‘MUST-DO TV STORY.’”
Ashley: “Vague superlatives. Bring data, a fresh angle—or an exclusive.”
Learn from Your Peers: Gen Z’s Edge (and Receipts)
Moderator: Avani Johnson (Chief of Staff, Hirsch Leatherwood)
Panelists: Maia Ervin (Director, Next Gen Practice, UTA Entertainment Marketing), Madeline Muldoon (Analyst Relations Manager, IBM).
Gen Z professionals shared how they are navigating work, technology, and identity in industries where they are often the youngest at the table.
Career Paths aren’t Linear
Madeline: “I once wrote obituaries. That detour sharpened my storytelling—and today I manage AI communications at IBM.”
Virality vs. Community
Maia: “Brands chasing virality without values alignment burn trust. Show up in ways consistent with your DNA.”
Multi-gen collaboration
Madeline: “At first, I was intimidated, being 20 years younger than my colleagues. Then I realized—my energy was valued.”
Maia: “Don’t just bring problems. Bring a possible solution. Managing up is a multiplier.”
“Most overrated buzzword? Authenticity.” — Gen Z Panelists
Q&A — Gen Z Panel
Q. How do I build credibility fast in my first role?
Madeline: “Over-communicate timelines, deliver early, and send a one-paragraph recap of outcomes and next steps.”
Q. I love many things—how do I choose a lane?
Maia: “Track what you consistently return to. Test it in public—on posts, small projects, and a newsletter. Your pattern points the way.”
Building Your Personal Brand & Network
Moderator: Annie Lohmeyer Riva (Principal, Global Affairs, Korn Ferry & NYWICI Board Member)
Panelists: Brandi Boatner (NYWICI President, Global Influencer Marketing, IBM Corporate Affairs), Beth Feldman (SVP, Communications, Nexstar Media Group/Networks and The CW Network)
What a personal brand really is:
Annie: “It’s what people say about you when you’re not in the room. Smile through the unsexy tasks. Deliver. That becomes your reputation—and your reputation compounds.”
Brandi’s playbook:
“When I joined IBM, I started Friday office hours to teach execs social media. No one told me to—I just did it. That became my brand: the social person. Be known for something.” And that reputation grew into opportunities.”
When I joined IBM, I realized that a company of that size was like an ocean. I wanted to stand out, so I started holding Friday office hours and inviting executives to learn about Twitter, LinkedIn, and Facebook. No one asked me to do it, but that became my brand: the social media person. I became known for something, and that reputation opened doors to opportunities. She added, “Your personal brand isn’t your title, it’s your proof. Decide now: what do you want to be known for? That’s how you build legacy.”
Beth’s superpower:
“I was called ‘the knitter.’ I wove people and campaigns together. I pitched roles that didn’t exist. And those connections are still paying off today.”
Three things you can do this week:
- Pick a lane: what do you want to be known for now?
- Purpose × Passion = your sweet spot.
- Publish: Update LinkedIn, post a clip, and launch a portfolio site. Start the loop.
Recruiter reality check (from Annie)
“I call references for 30 minutes. Sometimes, people you don’t even list. That’s your brand in motion. Make sure you’re comfortable with what people will say.”
“Your brand isn’t your title—it’s your proof.” — Annie.
Q&A — Personal Brand & Network
Q. Nano vs. macro creators—how does that change brand strategy?
Brandi: “Creators shifted brand relations to the center: fit, fairness, values alignment, and risk planning—not just reach.”
Q. I don’t love pitching myself in person—what else works?
Beth: “Show, don’t tell. Bring a one-pager or mini deck that visualizes your idea. Initiative speaks louder than adjectives.”
Q. How should I structure my interview story?
Annie: “Crisp theme + 2–3 proof stories + results. Don’t narrate your résumé—package your narrative.”
Tactics You Can Use Tomorrow
- Job hunting? “Don’t narrate your resume. Lead with your story arc and results.”
- Building audience? “Think clips for discovery, long-form for depth, newsletters for home base.”
- Managing AI? “AI is a tool, not a replacement. Your judgment is the differentiator.”
- Pitching media? “TV wants short, direct, booker-specific pitches. Business reporters want exclusives, numbers, and access.”
Parting Shot: Community Is a Career Strategy
From Brandi’s call to “belong”, to Erin’s reminder that “It’s PR, not ER”, to Debby’s insistence that “credibility is the strategy”, one theme carried through: careers grow where relationships, craft, and courage meet.
“Careers grow where relationships, craft, and courage meet.”
To Spotify, the speakers, moderators, sponsors, and the NYWICI volunteers—thank you for creating a space where ambition felt actionable.
