Eunice Liriano, Marketing VP at Dress for Success: Bi-Lingual and a Branding Expert  

Eunice Liriano was born in the Dominican Republic but is very much a New Yorker, with her first real job — as she recalls it — at her “aunt’s VHS store in the Bronx.”  She received a degree from CUNY Hunter and went on to much success in the marketing and branding arena, with a stint at Le Sportsac. Her bilingual skills are, she believes, crucial in the twenty-first century, and, as she puts it, “have afforded me better jobs, higher salary, international travel and a greater breadth of my business.”

She now works for the internationally-based and immeasurably helpful company Dress for Success that helps low-income women — some fleeing bad domestic situations — to ready themselves for jobs with free, high-end clothing.  She fervently believes in its mission, saying poignantly that “The women that we work with every day are the bravest women.” Due to her background in for-profit marketing, she feels that she has an extra bit of knowledge to offer in the nonprofit world, noting, “I come from the profit world and have become skilled at…what it takes to make and spend money. That is what you need to make your npo successful. Brand it and raise $. Create consistent brand awareness and visibility.”

Can you tell the readers a little bit about yourself?
I am a lover of all things green, good food, travel, fashion and vintage shopping. I enjoy helping others and revel in the fact that my job allows me to change women’s lives and the lives of her community and family. I am God- fearing, family-oriented and a loyal friend. I am an extremely private person.

What are the first three things you do when you wake up in the morning ?
Turn off alarm, Stretch, Shower

What is your breakfast of choice?
Fresh carrot juice, skim latte and a banana.

What does a day in your shoes typically look like?
On the phone raising funds for the organization with donors, corporations, etc., Meeting with my team to review all outstanding partners and deliverables. Touch base with my CEO.

What and who inspires your work? 
The idea of paying it forward inspires me; also, the person who wants to better their life and those around them inspires me.

How does your culture/background influence your work?
Many of the women I/we help are women who were raised by a single parent, and are trying to send their kids to college and take care of their families. My mother was also a single parent and worked to make sure her kids were educated and well-read.

What keeps you energized and motivated at work?
The women that we work with every day are the bravest women, and I revel in their decision to decide to change their lives just by walking in the front doors of Dress for Success Worldwide.

What is your favorite part about your job? 
The mission and cause of Dress for Success and the versatility of my role.

What is your favorite leisure activity after a stressful work week?
Spin class at my gym or a 3-4 mile run near my home.

What has been your biggest obstacle in your career, and how did you overcome it?
Being laid-off twice during the economic crisis (2008-2010). I had to figure it out and get out there and make an income, and succeeded in securing my own clients with my branding and public relations services.

What are the most important qualities of a good leader?

• • • A “character-leader” needs to be trusted and be known to live their life with integrity.
    • Should be confident in leading and making decisions to better the business.
    • Has to be passionate about the work. You cannot sell a “product” if you don’t believe it.

Three questions you like to ask during an interview to know if the candidate (or job) is the right fit?

• • • “What is your 30/60/90 day plan, and how do you plan to accomplish your goals within each time period?”
    • “What is your fave brand and why? Who is really making an impact in social media/marketing?”
    • “Why did you choose Dress for Success?”

What advantages do you see as a woman in the workplace?
The advantages are that we are smart, nimble, flexible, adaptable to change, creative and can multitask like no one else. We are truly powerful!

What advice would you give women starting their career?
They need to be open-minded, and to work hard, balance their careers with their personal life. Love what you do!

What book would you recommend for women just starting their career?
Lean In by Facebook COO Sheryl Sandberg; also The Four Agreements.

Favorite Quote: I have a few!

• • • Fear is not an option
    • Alone we can do so little; together we can do so much — Hellen Keller
    • The role of leader is not to get other people to follow them, but to empower others to lead – Bill George