20 years at The Martin Group: Lisa Bellacicco, Chief Operating Officer
This year, COO Lisa Bellacicco celebrates her 20th year with The Martin Group. In honor of the anniversary, we asked Lisa about her career, how it’s changed, and what excites her about the future.
Congratulations on 20 years with The Martin Group. What has been your favorite part about working here?
Lisa Bellacicco: Can you have two favorites? I tell my two kids you can.
First, I’ve always had the pleasure of working with so many smart and talented people who I’ve learned a great deal from, get to enjoy the work they do, and have made lifetime connections and friendships with, some that go back as far as 20 years!
Second, the agency is always changing. We’re never the same company for more than a year or two at a clip. I feel like I’ve worked at five difference companies over the last two decades, but it’s because we’re always focused on what’s next. I’ve been able to experience a lot of personal and professional growth being a part of various acquisitions and market expansions, working with a diverse client portfolio, and facing new challenges to overcome each year. Bottom line: it’s never boring.
How has your typical workday changed over the past 20 years?
LB: The majority of my time now is spent working on the business versus in the business, though I still look for opportunities to get involved in the day-to-day because I find a lot of joy in that. It keeps me connected to the wider team, and in tune with what’s working well versus what needs to be improved.
But instead of my day being filled working with our external clients, I’m thinking about and collaborating with our internal clients, which is to say each of our departments and their respective department heads. I’m focused on connecting the dots with information and support to help each of them, so they and their departments are set up for success—and so our clients can realize the full value of partnering with us. This ladders up to the work we do each year when we develop our annual plan—with goals and initiatives to support that plan—which I stay active with throughout the year.
What’s the biggest challenge in your position, and how do you handle these challenges on a weekly basis?
LB: I’d say staying connected with all our associates in one way or another. We’re spread out across offices and across the country, and folks are in the office at different times. I try and make a concerted effort to see folks when we’re in the office together, give them a call to check-in or see how their day’s going, or shoot them a message just to let them know they were on my mind. And because I’m in Buffalo, I really enjoy the times when I’m at our Rochester or Albany office, or when those who are 100% remote come into town. I don’t get to see a lot of them in-person as often, so when I do, it’s awesome to catch up.
Do you have a client project or two that made a memorable impression on you? If so, what were they, and why were they so special?
LB: Absolutely. One of the first clients I got to work with when I joined The Martin Group was DICK’S Sporting Goods.
This was the first consumer retail brand I ever worked with, and I was so excited about it because it’s a well-known brand and we would be able to see our work in-store. It was also a lot of fun driving to Pittsburgh with Tod and meeting with the client. We would do these big catalog shoots and layouts for them, and it was the perfect blend of having to be uber organized, but also thoughtful about the best way to showcase a product. I would take copious notes as we met with each product manager and Tod would sketch the catalog pages. (It sounds so 2000 to say, “sketch.”)
Fast forward many years later and our team had the opportunity to pitch ASICS and compete with the larger agencies in NYC. It was the biggest pitch I was ever involved in, but the team took the challenge head-on, working countless hours, reworking, and reworking the strategy and creative until the bitter end when we felt we had nailed the presentation. We showed up in NYC, left everything we had in the very small conference room we had to meet in, and lo and behold, were awarded the work. The days leading up to the pitch had to be some of the most memorable for me with the team. We had a lot of laughs!
I’m proud that the work we’ve done for these brands has provided a springboard to build our sports lifestyle portfolio.
Is there an industry development you’re particularly excited about? If so, what is it, and why does it interest you?
LB: I would say AI, but that’s too easy and broad. I am excited about the technology we’re able to access and invest in that helps us scale our business and support our staff and clients’ evolving needs.
Specifically, the advertising industry is leading the way in using work management software to be more efficient with resource allocation, project volume, and workflow, which we’re already benefiting from—but also only scratching the surface with. Each of our departments will be able to use this software in a way that’s customized for them and their team and allows us to interface with our clients in a new and different way that makes it easier for them. There’s also new technology we’re exploring that’s tailored for a business like ours and designed to help automate and streamline some of the HR administrative tasks and process that would benefit all our associates.
Providing tools that help us scale, be more consistent, and create more space for individuals to focus on their craft and our clients is what I get excited about.
You’ve had a few days off in your 20 years here. What would your ideal day off look like, wake up to bedtime?
LB: Ideally, the day off is a Friday. If it’s a nice day, going out for a walk and then grabbing breakfast somewhere. Then running some errands and getting some important things done that might be hard to do during the week—like getting a manicure and pedicure (😊). Lunch with my husband, dinner plans with our friends, then in bed by 11:00 p.m. (That probably makes me sound old.)
Finally, if you met someone who hoped to find success in a position like yours, what’s the one piece of critical advice you’d offer to them?
LB: I’ve come to appreciate the statement, “You’re either growing or you’re not—so you better grow.” Such a simple statement, but when you’re not growing as a business, you’re losing money, losing opportunities, losing your competitive edge. It’s the same for an individual. If you’re not growing, you’re becoming stagnant, stale, complacent. And the opportunities will dry up.
It’s up to you to not get complacent. Don’t take your foot off the gas. It’s up to you to take advantage of the support and resources available to you now and those that will be available in the future in both your careers and in your life. To extend yourself. To put yourself out there. To ask for help. To keep learning. To keep pushing yourself outside your comfort zone to realize your fullest potential—and the rewarding feeling that comes with that.
To meet more of our team at The Martin Group, click here.