Where Women Work | Jodi Katz of Base Beauty Creative Agency
Editor’s Note: At ROSE & IVY, we are very lucky that we get to cross paths with many talented individuals who have fascinating careers. Many of them have made us curious and made us ask—how do you break into something like that? We took that notion and decided to find out. In this series, Where Women Work, we explore a range of creative fields and tap into those who are pursuing certain paths by asking how they did it, what they have learned and advice on how to break into various fields. We hope this column leaves you inspired!
I first met Jodi Katz, of Base Beauty Creative Agency in early spring and we immediately hit it off—she was encouraging, inspiring and above all very kind. A former colleague from my old corporate job, Lisa, said that we should meet and I am so happy she connected us. Over the years, Jodi has built an inspiring career in the beauty industry, initially working for other brands before setting out to create her own agency that dreams up ideas for a diverse range of clients. She also hosts a wonderful podcast called Where Brains Meets Beauty (I was honored to be a guest a few months back) where she interviews a range of individuals and really pulls back the curtain on the beauty industry. I chatted with her in her new colorful office in Manhattan about how she started her own company and advice for those who are looking to break into the industry. Everyone meet Jodi! - Alison Engstrom
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Meet Jodi Katz
Official Job Title
Founder & Creative Director Base Beauty Creative Agency, Host Where Brains Meet Beauty Podcast
The Base Beauty team just moved into their new office space in New York. The interiors are colorful and showcase what the brand has achieved over the years.
You’re at a cocktail party and someone asks what you do. What’s your answer?
“I own a creative agency.” And 95% of the time people ask “What’s that?” So I’ve started to make it easier on myself and just say “I host a podcast.”
What drew you to the beauty industry?
I have always been drawn to marketing and image-driven industries. But getting into beauty was not premeditated. I was a copywriter at an advertising agency working on banking and other uninteresting accounts and I nailed a moonlighting job as a freelance writer for the Bliss and Avon Mark catalogs. After adding that work to my portfolio, I was able to get a lot of other beauty copywriting jobs.
“We keep a bell in the office to ring in honor of exciting moments. I ring the bell often now! I love celebrating the smallest wins and the big ones too.”
Jodi and a team member in the Where Beauty Meets Brains podcast studio.
How did you go about starting your company?
I was the Creative Director at L’Occitane en Provence and got the entrepreneurial itch when friends would ask if I would moonlight for their companies. At one point it felt like I had two jobs, a day job at L’Occitane and then a night job for my freelance clients. I was making real money freelancing so I took the plunge and quit my day job. I thought my future would simply be more freelancing. But my ambition got a hold on that vision. When I realized that my talent is not just in doing the work, but bringing the right team together, sharing my good ideas and letting the team layer on the greatness, I decided to pivot. I went on to establish a full-service creative agency that specializes in beauty and wellness for all consumer touchpoints. Being a truly 360 degree agency was unusual at the time and I was met with a lot of confusion by potential clients. But I didn’t think the work should get done any other way. So I stuck with it and now, finally, clients not only understand why we work this way, but they want to work this way.
What’s usually the first thing you do when you get into the office in the morning?
I work from home half of the week and from New York City the other half the week. After 12 years in business I now take Fridays as “me” days (gym, meeting with my coach, coffee with friends and/or friends in the business, pick the kids up from school). My New York City days are stacked with team meetings, client presentations and new business calls. My work at home days are mostly back to back calls and quick hugs with my kids when they get home from school.
“The best gift of the podcast for me is that it’s free business therapy!”
One of the perks of working in the industry is experimenting with different beauty products.
What role do you play, e.g. what’s a typical day look like for you, since you oversee everything?
I feel pretty laid back about it all now, but that’s because I’ve been working hard for the past 2 1/2 years to be honest about my goals and putting them in play. I’ve grown the business in a way that I couldn’t have imagined three years ago and I’m so proud of my team. We keep a bell in the office to ring in honor of exciting moments. I ring the bell often now! I love celebrating the smallest wins and the big ones too.
What would you say is one misconception about your job?
That anything or everything is easy. It’s not hard everyday anymore, but that doesn’t make it easy.
How do you navigate the highs and lows of running your business?
Twelve years of therapy, 2 1/2 years of working with a business coach, finally feeling like part of a community at home, at the gym and at work.
The team busy at work.
What is the most valuable career advice you have ever been given?
Listen to my podcast! Every Wednesday we launch a new episode. These interviews are so enlightening for me. I really learn something each time, and often it’s on a topic that I might be struggling with at the moment. The best gift of the podcast for me is that it’s free business therapy!
Have you had a mentor to look up to to help you navigate your industry?
Nope! I was a loner and self-sufficient to a fault for most of my career. Now I know better and appreciate the power of my network to bring joy into my career.
What’s your advice to those looking to have a successful career in beauty?
If you love the beauty industry there is a place for you in it. You don’t have to own a business, be the CEO of a global company or be famous to play a role in bringing customers something they love and will cherish. There are so many types of jobs and so many companies in this industry. Not just in New York or LA, but all over the world. Just try one and if you are ambitious and kind many more good jobs in beauty will find their way to you!