Marcela Lay – Influencing & Driving Culture Change

Marcela Lay – Influencing & Driving Culture Change

[00:00:00] Welcome to be customer lad, where we’ll explore how leading experts in customer and employee experience are navigating organizations through their own journey to be customer led and the accidents and behaviors of lawyers and businesses exhibit to get there. And now your host of Bill’s staikos.

[00:00:33] Bill Staikos: Hey, everybody. Welcome back to another week of be customer led. I have another wonderful and incredible guests for you. Marcel LA is senior vice president and head of client strategy and PM operations at a really interesting company called Y media labs. Now not all our lesson listeners. Marshall are gonna be familiar with Y media labs, but we’ll give them an overview, Marcel.

[00:00:55] Thanks for coming on the show. I’m so excited to have you here and talk about the topic we’re going to cover today.

[00:01:00] Marcela Lay: Yeah. Hi bill. I’m so glad to be here. Thank you for having me. Really.

[00:01:06] Bill Staikos: I know me too. this is a long time coming. You are out there talking a lot about influencing and driving culture change.

[00:01:13] I love what you’re putting out there. And I was just, I had, as soon as I started reading the stuff they were putting out, I was like, I gotta have more solid show. So I’m so excited to get going on the topic. But, before we get to, some of the questions that we’ve got for you, I really would love for you to share your journey, go back as far as you like.

[00:01:31] and thinking about like, how did you get to where you are today? as well as being sort of a champion for culture change and in a very.

[00:01:38] Marcela Lay: Yeah. Yeah, absolutely. So. Well for all the listeners, I’m from Columbia. So my journey really started back back then, right in my country, my family didn’t have much money and because of their struggles as a kid, you build resilience and drive just like many immigrants coming into this country.

[00:01:55] Right. So I put myself through college while working at the reception at a hotel in Bogota, and I left my beautiful country with $500 in my pocket. My bachelor’s degree in. And today, and as the first female to join the executive team of a technology company, headquarter in Silicon valley, I have been leading business in cultural change.

[00:02:16] Now something worth mentioning about my journey is that while working at that hotel, I learned a really valuable lesson that has served me very well throughout my career. And it was about customer centricity, something you’re very well aware of. Right. But this has been a foundational pillar in my life, in these happened really in the early months of my training at the hotel and just being a receptionist that.

[00:02:42] Really when heart on, on two things, right? Two key ideas for success. It was your appearance and your attitude and the appearance is they talk about the makeup and the hair and the uniform, well press, but something about the appearance was a big smile, right? It’s all about the big smile. And they reinforced that all the time and the attitude.

[00:03:02] And if I remember correctly, they said something to the fact of, as soon as you enter the reception. Even if you came from a funeral is no longer about you. It’s all about our guests. You’ll most make them feel welcome. You must make them feel important and valued. And what? I just never forgot that.

[00:03:21] And no matter what I do every career, every time. Working with clients work in with customers of my clients, working with my team. I always keep that in mind, right. That appearance, that big smile and the attitude, it doesn’t matter what happened in my life. It doesn’t matter what’s going on. It’s about them in that moment.

[00:03:41] And, hospitality industry really knew the meaning of customer centricity. Before he was a bus war. So that’s probably my journey.

[00:03:49] Bill Staikos: I love that story. So as the, as the son of immigrant parents, we didn’t grow up with a lot of means the resilience that, that has built in me and that just constant focus and drive.

[00:03:59] I know exactly where you’re coming from and, I’ve never been to Columbia. we know people from Bogota and Metagene, but would love to go there sometime. I’m sure you’re well, maybe not in the last two years, but I’m sure you, you go back regularly to, to visit family. Yeah. Marcella, can you talk to us a little bit about why media labs and how you’re bringing together client strategy and PMO?

[00:04:20] I think that. I haven’t personally seen that a lot. And I just think it’s, a really interesting model. We had that in a, in a company that I worked at previously. but I think that’s a really interesting operating model and could give our listeners not only a better understanding of why media allows, but how you’re approaching,client, strategy and bringing together that PMO function with it.

[00:04:40] Marcela Lay: Yeah. absolutely. So why, why a male is a technology. Agency focus on design product and technology, right. To really make impact in, in the customer lives of, of our clients. So what I do at a YML and, and yes, I know that the title says client strategy and PML, but maybe let me start with the fact that regardless of what the title might suggest.

[00:05:05] Every role I see at a company, I see it as an agent of change, and this is probably how we’ve been able to transform our company successfully. What I think that everybody to embrace that Asian of change mindset when it comes to client strategy and project management. Yeah. These are two very different, but actually very complimentary.

[00:05:25] Both themes play a strategic role and the work we do, I’d lie a mill. We have product design and technology disciplines. Our client is strategy are actually D a strategists of each of the accounts. And they also act like the mini CEO of that particular. So, not only do they need to focus on the insights at the intersection of the client business, their customers and their competition, so that we can help our clients think and act differently, right?

[00:05:55] That’s the strategy role, but also client strategy as the mini CEO needs to ensure that one, our teams are delivering to our client. Objectives and exceed their expectations that too, that while we’re doing that, we are taking care of our internal team. At the same time, our PMO, the operational focus is disciplined, right?

[00:06:16] We’ll have to guide and empower our internal teams to do the best work in our collaborative, flexible, and organized manner. Also delivering impact to our client’s business. So both disciplines in my mind provide leadership in, in different areas. But with. Focus lasting impact for our clients while ensuring high internal team satisfaction.

[00:06:37] Bill Staikos: Wow. That’s really interesting. even where I am today, there’s a little bit of my team doing some of that and I love how you’re bringing sort of that. Not support. That’s not the right word. I think that you’ve nailed it in terms of both providing leadership in their own way. Some are just empowered in different ways to, to be able to execute and deliver, but coming together to be able to, execute on behalf of the client where you’ve come up the ranks, at, at YML, what do you think were some of the differentiating factors for success?

[00:07:03] for you, but, even if you can generalize, for others who want to grow with, in an organization and advice you have for them, maybe what have you learned that you can

[00:07:12] Marcela Lay: share? Yeah, no, I, I would say that these free initiating factors for success and my, my progression has always been understanding and probably the most critical one has been recently, or at least in the past.

[00:07:25] Understanding the why I do what I do, then making decisions with a business owner mindset and becoming an agent of change. So what do I mean by that? Understanding the why? Well, I try moving up the ladder and no getting full. Or satisfy, right? You, as soon as you reach the next level, then I was always ready to, what do I need to do next for the next one?

[00:07:47] Right. And I was never looking back. My husband used to say, it’s like, slow down, just sell every right. It’s like, I don’t need to focus on the next thing. Right. But it wasn’t never really fulfilled. So in. Once I dig deeper and I tried to understand in reality, why am I doing what I’m doing in my case is about making a difference in lives in careers of the people I have the privilege to lead, right?

[00:08:10] If I’m leading them and making change, I’m adding value. That to me is what really enriches my life. It’s all about service leadership and people centered. The peoples in three city, that could be the people at my company that could be my clients. I see them, not just the clients by my partners, my friends.

[00:08:26] I want to help them with their career, get them promoted and being successful, their customers. Right. If we, while I don’t connect directly with their customers, I do get to lead and influence the experiences that we build for their customers. So that their experience with that brand. Seamless. Right. So to me, it’s all about the impact I can make and the people that are around me that I can influence the why is important.

[00:08:51] Right. If we understand the why they gave us also courage, right? Understanding that I’m doing it for people. I mean also to be more courageous at work and make, or five for, for what I believe is right. I also mentioned implementing that business owner mindset and it’s as simple as how would you work with.

[00:09:08] These Western your company period, right? Regardless of the role, regardless if you’re an intern or not. Right. That could be many things from identifying issues and finding solutions to problems instead of just bringing complaints to leadership, to looking ahead in the market and seeing what else would you be doing to provide the right value to our clients or, or anything.

[00:09:28] And the becoming an agent of change well on the workplace, it’s about paying attention to the tension, right? Call it harassment or gender inequality, shaming you name it is leading change, but equally important as an agent of change is always looking for opportunities to improve a process of the seaplane, how the company conducts its business.

[00:09:50] So I think these three have been the different differentiating factors and in my SU. I

[00:09:56] Bill Staikos: love the identifying the tension part. So much of a leadership role to your point is serving the people that are working in the team to make sure that they are successful and have the resources to be successful every day, really intentionally reaching in and removing tension and friction from the team is something that not a lot of leaders do.

[00:10:18] one before. Sometimes you can just be moving so fast that, okay. We’ll deal with that tomorrow. Let’s say other times I think a lot of leaders, and especially new leaders that I speak with personally may not have had that experience or know how to deal with it. How would you coach someone or how did you deal with, the first time that you were leading a team and saw tension or friction that was maybe leading to your teams, not being as successful as they could be, where you just.

[00:10:43] Bill Staikos: Go right at it. Is that sort of your attitude about it? Like let’s not dance around sort of the topic let’s just address it directly or, or do you have a different

[00:10:50] Marcela Lay: approach? Yeah, no, I do. I think you’ll have to be straightforward in your career period and in life. Right? I don’t, I think that. If something is happening, especially when you’re ready, understand why you’re doing it right.

[00:11:02] Again, what I mentioned before you become a little more courageous, because it’s not about you, it’s about doing the right thing for others, right. When you’re thinking just about your career and I’m going to succeed. Right. And I want the next level, you’re afraid to take the move because why, if they don’t approve off whatever I’m trying to fight for.

[00:11:19] Right. But when you’re doing it for your people, It doesn’t matter, right? Like at that point I’m not doing it. I don’t care if you’re not going to promote me. I don’t care if you don’t believe in this, I believe this is wrong. things like we have issues with harassment, even broken culture in my organization.

[00:11:35] And I tackle it head on by. First spoken to the individual, making sure that we’re making changes, then making some small changes. And, and my team many times, and probably my sandbox, there was a time where I was leading the Atlanta office and we were about 20, 25 people. So it was a small team, but I was able to implement change at smaller scale.

[00:11:57] And then prove the change in impact at a bigger scale, right? There were things for instance, where mom shaming was the thing in our industry, right? So when I was hiring people, they will, we’re trying to go away from that. Right. Moms said, you’ll have any spillages mom, even that’s the one that’s having to leave at 5:00 PM to pick up their kids that they care.

[00:12:18] But somebody was saying, okay, do you care about your career? Why don’t you hire a nanny? Somebody actually heard that from their bosses. Right. And invest variables. So in my case, at least when I hired these, the team, I said, social events will happen during business hours. We would know half past 5:00 PM social events so that they get to enjoy.

[00:12:37] We connect with our clients after five 30. And after that, I want you to have work-life balance. I value that. But next day, as soon as you come to the office, the first email is to the client, right? So that we are responding to their needs. So yeah, I think that it’s not that you always have a plan. You don’t know what’s going to come, but when somebody is bringing an opportunity to you to make change, you cannot ignore it.

[00:13:00] Right? It’s not like there is a book that tells you, this is what you need to do. Look at it. One of the ways that we change the culture and in my office, Simplest thing ever. I have the opportunity to redesign the office. We were bringing new furniture and I give seed assignments. And in agencies, typically what you do is either you see by discipline technology with technology designers, with designers, or do you tell the team, Hey, just picture this.

[00:13:26] I actually put everybody, men, women and women in across will be the opposite sex. So when they come into the office, this, it, they know that he changed it. Didn’t say it was mandatory seating, right. I just simply put their names with balloons and, welcoming for them. And they didn’t change the desk.

[00:13:44] And after, three weeks, a month or so they inclusivity was there. And even the team members that complain about some of the bro culture. It’s not happening anymore. And nobody changed this and they loved it. Right? Like they really enjoy connecting with the other, with the other gender, but it wasn’t imposed, but it was just a simple change.

[00:14:02] So I think that sometimes it just, we’re not mindful of these little things. Very small change could have a really lasting impact.

[00:14:10] Bill Staikos: Idea. Marcel. It’s so intentional. So thoughtful, really with a goal of driving that inclusivity. So like, but so simple as well. It didn’t cost the company, anything. It didn’t cost people anything really smart move.

[00:14:23] I want to talk about a little bit about inclusive change. You’re out there in the public domain, a lot, talking about driving change in an organization and from an inclusive perspective, you talk a lot about gender equality. one of the biggest challenges I hear from leaders is how to best influence their executive team, whether that’s from a gender, race or other perspective, but also.

[00:14:46] Yeah, just even in a broad way, like what advice do you have around how to best influence across the C-suite?

[00:14:53] Marcela Lay: Yeah, well, I particularly have YML. I probably need to start with the fact that our executive team is not the typical corporate American mix. We’re very, very diverse from the core, right? Our two founders and the head of India are originally from India.

[00:15:09] Two of our executives are from Britain, our only American representative. A woman and I’m Latina, right? So we are very diverse and yes, I was the first female to join the executive team, but I also know it was not due to biases, then more of a lack of focus. So our diversity, I think, has also allowed me to influence as much change as I have.

[00:15:33] Right. If I were to give advice on how to really influence executive team. And when I think about it, The attention to education and results kind of thing. Right? The attention is just bringing that attention to the areas that were not in their executives radar, right? Like the fact that I mentioned is not, I was the first one now because of bias.

[00:15:53] It’s true. When I talked to them, they have nothing against women. It’s just that we’re very focused on the growth of the company, but also they lack education on why more women were not at the table or even at the company. Right. And I needed to prove results. So for. The fact that the tech industry is male oriented is not a lack of female representation in the industry.

[00:16:15] The lack of representation at the interviews. So why is this because many, many hiring team members, the recruiters looking through the resumes that they have, the four people who took needed, but women don’t apply to jobs unless they believe they match a hundred percent of the criteria in comparison.

[00:16:35] Men apply, even if they only match about 60% of their correct. And they feel it was going to be a slam dunk, right? So the mentality is very different. So if we know that women don’t apply, then what we needed to do and that’s exactly what I, what I did when I was in a leading Joseph’s office. At the time I started reaching out to people on LinkedIn.

[00:16:54] I start having coffee with more women and I was inviting them to the interview. Now that was the invitation and we got to 63% women in Atlanta, but it wasn’t a matter of, I just want to have. It was more about, I want more women in represent it in the interview, but we only hire the best candidate period.

[00:17:12] Right. It’s about fairness and today, and I was able to show those results in. Normally the women were having really strong results at work, but just, how we approach it and how we. Really changed that stat, right? We are now today, 47% women in the U S and my company. So it’s, it’s about showing, it’s highlighting that attention, shown how we can make the change, prove the results and make a change.

[00:17:38] And lastly, I would say that, make sure that you can connect with your expected. It’s speaking to their language, their motivations and driving factors. I think everybody at the table is going to have a different driving factor depending on how, not only their, their language, but what they’re driving.

[00:17:56] Right. And if your message matches their style, you will be able to influence. So I know that some people in my team hate to lose right. More than pay to, I mean, more than loving to win. So I need to figure out how I make them win every time. Approach, I’m going to bring to them. I have some, the members that are way more analytical in the data is going to be important for them.

[00:18:20] So it’s less about making them just feel like the winners, but it’s more about this is the data. This is why we have to do it, and the facts are going to be important. So just learned the language for, for your executive team and you will be able to influence. Hmm.

[00:18:35] Bill Staikos: I love that advice. Just know your audience, right.

[00:18:37] And tailor your style and approach to that. Marcel. Let’s talk a little bit about. Allies in the workplace. I think that topic, over the last. Four or five years has really become more important. If you go back five to 10 years ago, having sort of mentors and coaches, and then people started talking about, we really need sponsors and an organization for people.

[00:18:58] And I really liked the concept of being an ally because it kind of, for me, at least it brings all of those elements together. You’re able to sponsor mentor, coach and really help elevate individuals who may not have been seen for an opportunity in the past. What advice did you have for allies, maybe folks who want to be more of an advocate or play more of an ally role in the companies that they work for.

[00:19:22] How do you think they should maybe a couple of cool things that they can do to lean in more and, drive the kind of change that they want to be.

[00:19:30] bill, during COVID I became aware and mindful of something I was on before. And it is the fact that gender equality actually starts at home.

[00:19:40] Marcela Lay: Many of my female team members struggle really struggled the first year of COVID because they’re also working husbands, privatized their job over their spouses. So the wives were the ones homeschooling taking care of the Sikh, kids, making the meals and so forth. So. If you want to be an ally, start at home.

[00:20:01] That that will be something that before COVID I had never thought I would say, right? So that’s number one, but two probably have worked just value women and non-binary people for their accomplishments, accomplishments, right? Don’t compliment their outfit, compliment their work, invite them to meet presentations, actively listen to them.

[00:20:21] If you see people in the room who speak. These women and non-binary people didn’t read the wreck, the conversation to the women who have been interrupted so that they can finish their thoughts and give credit to the person with the idea when and I, with others, I think this is something that sometimes doesn’t happen, right?

[00:20:40] A gray woman has a great idea and somebody else’s so sharing the idea without giving credit and maybe the person. If the, who is sharing now, the idea’s getting that credit. So just make sure that you give credit where credit is due. Very simple. They’re very powerful. Two stores. I like ship.

[00:20:56] Bill Staikos: I’ve never thought.

[00:20:57] So. I mean, during the pandemic, obviously my wife and I, we shared responsibilities for sure. She took on more responsibility with the kids. We are also. Very privileged and fortunate to have someone that helps us every day, which obviously they took a lot on,as a result of the pandemic. But that’s wonderful advice more.

[00:21:15] So let’s kind of look at the, at your, at your home life and how you are equal there. I think, I mean, now my head is now spinning. Like where am I not equal today or even this week and will change? Absolutely. My, my own thinking. I, my wife and I share a lot, but you’re right. It does start at home and that’s.

[00:21:34] Proving ground for allyship to be able to start to change your behavior as well as start to drive and change, the organization that you’re part of. That’s really inspiring advice. Oh my gosh. What, what inspires you Marcel? I know you mentioned a little bit sort of the top and, as being like a servant leader, but like what fills your cup every day and your.

[00:21:54] Marcela Lay: Yeah. I love, love reading about great leaders. I love leaders who have high integrity leaders who care about people, leaders who are authentic and human, like right, who, who actually appreciate their mistakes and share them right. And who have accomplished great results. So I love reading books from big companies who.

[00:22:17] It’s been successful people like I love, reading Bob Iger, the writer of a lifetime who was the former CEO, this name I love one of back in the day. One of my first books too, was the delivering happiness. The sapele story by Tony say, who is no longer with us, but I love the struggles and the customer focus.

[00:22:35] Right? I love people like Toto Wolf, who is the team principal and CEO of the Mercedes formula one racing team who I’m very passionate about, but I. These people who show integrity, right? Like in, in this for, for instance, you can lose it in front of the eyes of the public, that these particular person, Toto Wolf is somebody with integrity and who lead, that th there are standards and values and cares about the people, but the results.

[00:23:01] Right. And I can actually wait to read a book from like Julie Sweet, who is the center’s CEO. I haven’t been able to get my hands on the book of a woman CEO. Transform our company, but that’s really what this find me reading books of these incredible people right now. I just got the play nice, bad win by Michael Dales.

[00:23:22] So I can wait to for my holiday break or finished my reading a company by a small glass of my eyes wine in sitting by the fire. That’s my happy place. That

[00:23:33] Bill Staikos: sounds really nice. Is there, I have to ask you now if there was one leader that you can sit down and have lunch. What would that be? What, what would you ask that person

[00:23:43] honestly,

[00:23:44] Marcela Lay: will be, our previous president Obama.

[00:23:47] I admire a lot about him. He says, trade your integrity. I mean, he struggled. A lot of people didn’t support him. They didn’t believe in him being the first black president. He has an incredible family and values. what I love about him being the precedent. Is there anybody. BC in the world. Then the president of the United States in steel at 6:00 PM, he will have dinner with his family.

[00:24:14] I love that. Right. Because many times we think that because work is so important, family goes second place. And I love that right there. We’re trying to do always the right thing, whatever, depending on whatever side you might be with him, I just love the integrity. So if I can talk about, the challenges and.

[00:24:34] And even the things that he accomplished with his wife, it’s a leader that I deeply, deeply admire. Great

[00:24:40] Bill Staikos: answer. Someone that I admire greatly as well. and a model for leadership for many, including myself, I’ve read his books. I mean, just so many takeaways and how to become a better person, not just a better leader as well.

[00:24:53] Marcel, this has been a great conversation. Yeah. I truly appreciate you coming on the show and sharing some of your insights and great examples in stories, particularly love. Just, if you want to be an ILI, start at home, such just simple, great advice. I’m looking forward to continuing to see you out there in the, in the public stage and, championing the message, for women, but also.

[00:25:13] for others inequality generally. So thanks so much for coming on the show. No, thank

[00:25:16] Marcela Lay: you. A bail. Happy holidays. Thank you for providing, for listening. Happy to be here

[00:25:20] Bill Staikos: today. Thanks so much. All right, everybody wonderful show. Lots of great takeaways for you all this week. We’ll talk to you soon. We’re out.

[00:25:28] Talk to you soon. Thanks for listening

[00:25:30] Marcela Lay: to be customer led with bill staikos. We are. Well to our audience for the gift of their time, be sure to visit us@becustomerled.com for more episodes. Leave us feedback on how we’re doing or tell us what you want to hear more about until next time we’re out.