You specialize in integrated marketing. What’s your favorite and least favorite thing about social media?

Social media is unforgiving to brands that don’t move quickly or act transparently—consider any number of recent airline snafus. Brands that are authentic and have a consistent public face thrive on social channels because they make an emotional connection with their followers. It’s a great deal of work and much more intentional than most think.

Services like Hui car share are a natural fit in today’s sharing economy. What other trends or social dynamics have impacted business or your line of work?

Amazon and Starbucks have both contributed to an I-want-what-I-want-now mentality. For all you Willie Wonka fans, think Veruca Salt’s infamous “I want it now!” line. People want a good product at a great price delivered very fast, and they want to use their phone to get it wherever and whenever they choose. We see this in the automotive area, too. Car buyers are transacting more and more on their smartphones, whether it’s booking service appointments or building and buying a new car while sitting in their living room.

What do you hope your children learn from you either in work or life? 

A sense of humor and curiosity for life—both traits have served me well in my personal and work life. Marketing can be very stressful, and, over the years, I’ve often used a lighthearted comment to defuse a sticky situation.

In the same vein, I’ve always been interested in finding out the how and why of things. People enjoy explaining their interests and occupations, which makes for great conversation. My daughters always tease me that I can find a connection with anyone, no matter who they are!

When are you most productive?  

I am a die-hard night owl and would love if I could start work later in the day. I really hit my stride in the afternoon and can keep it going pretty late into the night, fueled by lots of hot tea.

What’s your favorite part of the job? 

I love a challenge and being told to go figure it out—the more moving parts, the better. I also enjoy collaborating with hardworking, dedicated people who are all striving to do the best job they can, which is perfect, since those are exactly the type of people I work with now.

Who has been your greatest mentor and what’s the best advice or lesson they’ve given you? 

In one of my earliest jobs, I was a communications specialist for a large manufacturing association. The head of our team was an amazing woman who, although she never formally mentored me, taught me a lot from our daily interactions. She had a great way of giving feedback that was less about telling you what was wrong and more about suggesting a new way to look at a situation. She was very focused and attentive, so you always felt that you were her top priority at that moment. Her positivity and collaborative style are both approaches I’ve tried to incorporate into my professional life.

What car gets you from A to B? 

I alternate between a Subaru Crosstrek and a Subaru BRZ. The BRZ has a manual transmission, so it’s more fun to drive, just not in our rush-hour traffic!  

What are you like behind the wheel? 

I lived in Los Angeles for almost 10 years. To get anywhere in L.A., you have to drive pretty aggressively, but driving in Hawai‘i has definitely mellowed me. The last time I drove in San Francisco, I slowed down and waved someone in to merge in front of me. The person looked at me like I was an alien.