Emily Gould, SVP of Consumer Marketing at Showtime, Soul Cycle Enthusiast, and Marketing Alum of the 2002 Olympics   

The programs on the Showtime network have always had an edgy feel; it’s part of the Showtime brand to explore life’s flawed inhabitants (witness the spectacularly dysfunctional families of Shameless or The Borgias, or the bipolar CIA officer portrayed by Claire Dames on Homeland). Showtime doesn’t really go for warm and fuzzy, in other words. As such, it is the go-to network for the more sophisticated viewer, who can also find lots of quirky (not sitcom-ish) comedy and sports shows there. And who is responsible for making sure as many eyeballs as possible are focused on these programs? In part, Emily Gould, Showtime’s SVP of Consumer Marketing, who has recently taken over the launch of their new streaming service. Her job now involves lots of cross-functional duties, with, as she notes, “strategy to media to creative“ matters up for discussion every day.

Gould is a first–generation American, born of a Filipino mother and German father, who fittingly now works in that quintessential melting-pot city, New York, just across the river from where she grew up in Teaneck, New Jersey. Interestingly, however, she took a detour to Utah when younger; she intended to be “a ski bum,” but instead landed a marketing job for Coca-Cola for the 2002 Olympics, and now has the once-in-a-lifetime memories of the Opening Ceremonies to review in her rocking-chair days.

She is also a wife and mom, and a dedicated Soul Cycle enthusiast (although she says she actually hates working out!) to kick start her mornings. She downs a Perfect Bar and coffee on her way to the office, a place that she views with a healthy dose of professionalism, offering a candid, I-speak-from-experience list of do’s and don’t’s for the workplace, and listing “empathy” as a great quality for leaders to have, explaining in detail why. Lastly, she gives praise to the mentoring concept, offers advice to millennials, and applauds TED Talk favorite Brené Brown for all her work, which she calls “life-changing.”

Can you tell the readers a little bit about yourself?
I am the SVP of Consumer Marketing at Showtime, responsible for strategic development and execution of all consumer marketing initiatives. I started there as a Manager in the Program Marketing and Advertising department, and in the last ten years, have helped to launch dozens of marketing campaigns for our original series, films and documentaries, including Homeland, Ray Donovan, Shameless, Dexter and Weeds.

Starting last year, I switched gears, from the marketing of content to the marketing launch of our new Showtime streaming service.  It was like working in a mini start-up — equally challenging and exciting to learn the ropes of a whole new part of the business, in a nascent, constantly shifting industry.  My crash course in apps, streaming and subscription marketing was humbling and exhausting, but I couldn’t be prouder the day the service launched. I felt like I was part of history in the making for the network, and it’s been very cool to see the public reception and business results.

That said, my greatest achievements are my four-year-old daughter Ella and her almost two-year old brother Charlie. Ella loves coming to the office and going to meeting with me— she’s a “Sharp Heels” in training!

What does a day in your shoes typically look like?
Three days a week, I work out in the morning with my trainer, or I’ll take a Soul Cycle class.  My days at work are pretty packed with meetings, and no day is ever the same. Yesterday I started off the day reviewing pre-roll spots for Homeland, followed by a high-level budget meeting and then a strategy meeting for the streaming service. There is a very collaborative spirit at Showtime, and as a result I work on many different cross-functional teams that manage everything from strategy to media to creative.

How do you start and end your day? 
My son Charlie is an early riser, so the morning starts when we hear his little voice over the monitor calling for mommy and daddy. After some morning cuddles, I’ll quickly check my newsfeed and the New York Times app and then get dressed for the gym. I hate working out and will make every excuse NOT go to the gym as the day wears on, so I’ve figured out the trick with me is to book a Soul Cycle bike or trainer at night so that I can’t cancel in the morning.

After a crazy day in the office, I’ve been known to fall asleep while reading a book to Ella! Otherwise I catch up on my Showtime programs (I’m lucky enough to get advance episodes before they air), respond to work email, or catch up with my girlfriends before I head to bed.

What is your breakfast of choice? 
I am addicted to Perfect Bars, which are these amazing protein bars with no preservatives that taste like cookie dough. I eat a Cranberry Perfect Bar Lite every morning with my coffee on the train.

What keeps you energized and motivated at work?
It’s a really exciting time to work in television right now.  The industry is undergoing a revolution driven by cord-cutting and changing viewership. As a marketing organization, we strive to be nimble and responsive to the market and the competition. There’s always something “new” brewing at work—a new streaming partner, a new show, a new technology…the fast pace of this world is both extremely energizing and motivating.

Do you have a “Power Outfit”’ that you wear for a big meeting or important work event?
I usually wear a dress, heels and a statement necklace for a big meeting. It’s an easy way to feel pulled together and professional.  My go-to designers are Rebecca Taylor, Shoshanna and Kate Spade.

What is your favorite leisure activity after a stressful work week?
Cooking with my husband and kids. We have this thing called a that allows the kids to safely stand next to us at the counter. They love helping us cook pancakes, but usually eat all the blueberries before they reach the batter…!

How does your culture/background influence your work?
I am a first-generation American, born to a Filipino mother and a German father.  Both of my parents came to the United States in their early twenties with nothing other than their suitcases. They worked their way through school and went on to have very successful careers. My mom worked full-time while my grandmother lived with us to care for my brother and me. I think their work ethic coupled with their determination and resolve to “make it in America” shaped me in a very profound way.

How many times have you changed your career direction?
Previous to Showtime and working in entertainment, I held a few different Sports Marketing positions, with stints at the United States Tennis Association and as an Account Director for Reebok.  My sports marketing phase all started when I moved to Park City, Utah in 2000 with the intention to be a ski bum for a few months, but I ended up landing a dream job as a Marketing Manager for Coca-Cola at the 2002 Winter Olympics.  My family thought I was nuts to move to Utah—I always use that story as an example of following your gut instinct, even if the path isn’t clear.

What has been your biggest obstacle in your career and how did you overcome it?
I hate presenting and speaking publicly; my nerves take over and I feel like I’m having an out-of-body experience. I’m still working on mastering this skill and have taken seminars on the topic, but I think the best approach is to just face the fear and be present as much as possible.

What are your most steadfast ‘don’ts’ rules regarding work and the workplace, and what are your most cherished ‘do’s’?
I have a famous motto at work: “We’re not friends.” And I say it with love and irony, because the reality is that we practically live at work, and some of my co-workers are also my closest friends. But my point is: coming to work is a job, not a social club.  We can’t be afraid to make a tough call that may upset a colleague. It’s our job to make decisions and act in the best interest of the company.

Sometimes I think as women we fall into the trap that we’re supposed to be nice, compliant and agreeable. Learning the art of being direct and assertive, without getting the “Scarlet B” attached to your reputation (hint: it rhymes with “itch”), is really, really hard, but so important. You need to be your own advocate—no one is going to fight your own battles.

With that being said, embrace your vulnerability. Be honest. Be curious. If you don’t understand something or it doesn’t make sense, don’t be afraid to ask. You’re probably not the only person in the room wondering.

“The devil is in the details” is another one I live by. I should have that one crocheted on a pillow. Spell check. Add page numbers. Don’t email ginormous attachments. Format your excel charts for printing. Read the room. Title your subject line, and for God’s sake, do not reply-all “thanks.”  Because when you’re lazy about the details, you’re wasting other people’s time, and that’s disrespectful.

Lastly, if you have to cry: excuse yourself and cry in private. It happens and it’s totally natural, but when you cry in front of your co-workers and managers, it really puts folks in an awkward position.

What are the most important qualities of a good leader?
Empathy. When a good leader has empathy for their employees, it fosters a sense of trust and also can lead to great insight.  With empathy comes the capacity to listen and engage. When you listen and engage and have empathy, there is gratitude. Gratitude is appreciated: sometimes all someone needs is an acknowledgement to keep up the good work.  Women have a strong aptitude for empathy. I think that’s what makes them great leaders.

What are three questions you like to ask during an interview to know if the candidate (or job) is the right fit?
I always screen applicants to check if they have done their homework about the company and our product. I’ll usually ask them what they think of our programming or what they can tell me about the network. This gives me insight into their enthusiasm for the job, and if they are generally organized and prepared employees.

Because we work in cross-functional teams, I’ll ask candidates to cite an example of bringing teams together to meet a goal.  Also, we often assign a written assignment to final candidates to assess their strategic thinking and communication skills. 

What advice would you give to women starting their careers?
I’m really impressed with the caliber and maturity of recent graduates. I don’t think I had it as “together” at that age! That being said, the advice I’d give to women starting their careers is don’t let rejection define you. It’s tough out there—a lot more competitive then it was “back in my day” starting out—and you’re going to unavoidably experience some rejection while job hunting.  It took some heartbreaking rejections to get where I am now.

Secondly, I (now) know from experience as a hiring manager that even the best and the brightest candidates aren’t the right candidates. Sometimes I wish I could run after some candidates and tell them, listen, you’re amazing, but you’re just not going to be the right personality fit for the team. Or, the position is really administrative, we need someone who’s ok with being an admin for a long time, so this isn’t the right job for you. Sometimes its just such a close call between two fantastic candidates and its agonizing to decide. These are all real-life situations and yes, it stinks when you’ve really clicked at a job interview and hopes are high.  Just believe in yourself, be yourself, listen to yourself, and you’re going to be ok.

What book would you recommend for women just starting their career?
Anything written by Brené Brown.  She is life-changing. Watch her TED talk, The Power of Vulnerability.

What is your favorite quote you try to live by?
“It is better to light a candle than curse the darkness.” It’s hard not to wallow in disappointment and frustration, but the best action you can take is to channel the frustration into positive change.

Photo by Caroline Sinno