“It’s not that you always have a plan. You don’t know what’s going to come, but when somebody is bringing an opportunity to you to make a change, you cannot ignore it.”

This week on Be Customer Led with Bill Staikos, we’re joined by Marcela Lay. Marcela is a Senior Vice President & Head of Client Strategy & PM Operations at Y Media Labs, a digital product and design agency that creates innovative products that export Silicon Valley to the world.

Throughout today’s episode, we dive deep into several aspects of influencing and driving culture change within an organization and how to create cultural changes that result in better work environments, less friction within teams, and sustainable growth.

[01:10] Getting to Know Marcela – We start the conversation with Marcela’s story of growing up in Colombia and becoming a Silicon Valley executive.

[04:17] Y Media Labs – How Marcela’s company, Y Media Labs, approaches client strategy.

[07:14] Recipe for Success – Marcela shares with us some of the factors that she has discovered in her time with YML that contribute to the success and steady growth of an organization.

[10:22] Tension and Friction – How Marcela approaches dealing with tension or friction within a team that keeps the team from reaching its full potential.

[14:51] Inclusive Change – Marcela’s advice on how to influence the executive teams to drive inclusive change.

[19:11] Allies in the Workplace – Marcela’s advice for people who want to become allies to their colleagues and help them grow professionally.

[22:30] Inspiration – Marcela shares with us some of the people, books, and resources that bring her inspiration and motivation.

Resources

Connect with Marcela

LinkedIn: linkedin.com/in/marcelalayccxp

Website: ymedialabs.com/people/marcela-lay

Mentioned in the Episode

Delivering Happiness: A Path to Profits, Passion, and Purpose – Tony Hsieh

goodreads.com/book/show/6828896-delivering-happiness

Marcela Lay - Influencing & Driving Culture Change

[00:00:33] Bill Staikos: Hey, everybody. Welcome back to another week of be customer led. I have another wonderful and incredible guests for you. Marcel LA is senior vice president and head of client strategy and PM operations at a really interesting company called Y media labs. Now not all our lesson listeners. Marshall are gonna be familiar with Y media labs, but we'll give them an overview, Marcel.

[00:01:00] Marcela Lay: Yeah. Hi bill. I'm so glad to be here. Thank you for having me. Really.

[00:01:13] I love what you're putting out there. And I was just, I had, as soon as I started reading the stuff they were putting out, I was like, I gotta have more solid show. So I'm so excited to get going on the topic. But, before we get to, some of the questions that we've got for you, I really would love for you to share your journey, go back as far as you like.

[00:01:38] Marcela Lay: Yeah. Yeah, absolutely. So. Well for all the listeners, I'm from Columbia. So my journey really started back back then, right in my country, my family didn't have much money and because of their struggles as a kid, you build resilience and drive just like many immigrants coming into this country.

[00:02:16] Now something worth mentioning about my journey is that while working at that hotel, I learned a really valuable lesson that has served me very well throughout my career. And it was about customer centricity, something you're very well aware of. Right. But this has been a foundational pillar in my life, in these happened really in the early months of my training at the hotel and just being a receptionist that.

[00:03:02] And if I remember correctly, they said something to the fact of, as soon as you enter the reception. Even if you came from a funeral is no longer about you. It's all about our guests. You'll most make them feel welcome. You must make them feel important and valued. And what? I just never forgot that.

[00:03:41] And, hospitality industry really knew the meaning of customer centricity. Before he was a bus war. So that's probably my journey.

[00:03:59] I know exactly where you're coming from and, I've never been to Columbia. we know people from Bogota and Metagene, but would love to go there sometime. I'm sure you're well, maybe not in the last two years, but I'm sure you, you go back regularly to, to visit family. Yeah. Marcella, can you talk to us a little bit about why media labs and how you're bringing together client strategy and PMO?

[00:04:40] Marcela Lay: Yeah. absolutely. So why, why a male is a technology. Agency focus on design product and technology, right. To really make impact in, in the customer lives of, of our clients. So what I do at a YML and, and yes, I know that the title says client strategy and PML, but maybe let me start with the fact that regardless of what the title might suggest.

[00:05:25] Both themes play a strategic role and the work we do, I'd lie a mill. We have product design and technology disciplines. Our client is strategy are actually D a strategists of each of the accounts. And they also act like the mini CEO of that particular. So, not only do they need to focus on the insights at the intersection of the client business, their customers and their competition, so that we can help our clients think and act differently, right?

[00:06:16] We'll have to guide and empower our internal teams to do the best work in our collaborative, flexible, and organized manner. Also delivering impact to our client's business. So both disciplines in my mind provide leadership in, in different areas. But with. Focus lasting impact for our clients while ensuring high internal team satisfaction.

[00:07:03] for you, but, even if you can generalize, for others who want to grow with, in an organization and advice you have for them, maybe what have you learned that you can

[00:07:25] Understanding the why I do what I do, then making decisions with a business owner mindset and becoming an agent of change. So what do I mean by that? Understanding the why? Well, I try moving up the ladder and no getting full. Or satisfy, right? You, as soon as you reach the next level, then I was always ready to, what do I need to do next for the next one?

[00:08:10] If I'm leading them and making change, I'm adding value. That to me is what really enriches my life. It's all about service leadership and people centered. The peoples in three city, that could be the people at my company that could be my clients. I see them, not just the clients by my partners, my friends.

[00:08:51] Right. If we understand the why they gave us also courage, right? Understanding that I'm doing it for people. I mean also to be more courageous at work and make, or five for, for what I believe is right. I also mentioned implementing that business owner mindset and it's as simple as how would you work with.

[00:09:28] And the becoming an agent of change well on the workplace, it's about paying attention to the tension, right? Call it harassment or gender inequality, shaming you name it is leading change, but equally important as an agent of change is always looking for opportunities to improve a process of the seaplane, how the company conducts its business.

[00:09:56] Bill Staikos: love the identifying the tension part. So much of a leadership role to your point is serving the people that are working in the team to make sure that they are successful and have the resources to be successful every day, really intentionally reaching in and removing tension and friction from the team is something that not a lot of leaders do.

[00:10:43] Bill Staikos: Go right at it. Is that sort of your attitude about it? Like let's not dance around sort of the topic let's just address it directly or, or do you have a different

[00:11:02] Again, what I mentioned before you become a little more courageous, because it's not about you, it's about doing the right thing for others, right. When you're thinking just about your career and I'm going to succeed. Right. And I want the next level, you're afraid to take the move because why, if they don't approve off whatever I'm trying to fight for.

[00:11:35] And I tackle it head on by. First spoken to the individual, making sure that we're making changes, then making some small changes. And, and my team many times, and probably my sandbox, there was a time where I was leading the Atlanta office and we were about 20, 25 people. So it was a small team, but I was able to implement change at smaller scale.

[00:12:18] But somebody was saying, okay, do you care about your career? Why don't you hire a nanny? Somebody actually heard that from their bosses. Right. And invest variables. So in my case, at least when I hired these, the team, I said, social events will happen during business hours. We would know half past 5:00 PM social events so that they get to enjoy.

[00:13:00] Right? It's not like there is a book that tells you, this is what you need to do. Look at it. One of the ways that we change the culture and in my office, Simplest thing ever. I have the opportunity to redesign the office. We were bringing new furniture and I give seed assignments. And in agencies, typically what you do is either you see by discipline technology with technology designers, with designers, or do you tell the team, Hey, just picture this.

[00:13:44] And after, three weeks, a month or so they inclusivity was there. And even the team members that complain about some of the bro culture. It's not happening anymore. And nobody changed this and they loved it. Right? Like they really enjoy connecting with the other, with the other gender, but it wasn't imposed, but it was just a simple change.

[00:14:10] Bill Staikos: Idea. Marcel. It's so intentional. So thoughtful, really with a goal of driving that inclusivity. So like, but so simple as well. It didn't cost the company, anything. It didn't cost people anything really smart move.

[00:14:46] Yeah, just even in a broad way, like what advice do you have around how to best influence across the C-suite?

[00:15:09] Two of our executives are from Britain, our only American representative. A woman and I'm Latina, right? So we are very diverse and yes, I was the first female to join the executive team, but I also know it was not due to biases, then more of a lack of focus. So our diversity, I think, has also allowed me to influence as much change as I have.

[00:15:53] It's true. When I talked to them, they have nothing against women. It's just that we're very focused on the growth of the company, but also they lack education on why more women were not at the table or even at the company. Right. And I needed to prove results. So for. The fact that the tech industry is male oriented is not a lack of female representation in the industry.

[00:16:35] Men apply, even if they only match about 60% of their correct. And they feel it was going to be a slam dunk, right? So the mentality is very different. So if we know that women don't apply, then what we needed to do and that's exactly what I, what I did when I was in a leading Joseph's office. At the time I started reaching out to people on LinkedIn.

[00:17:12] Right. It's about fairness and today, and I was able to show those results in. Normally the women were having really strong results at work, but just, how we approach it and how we. Really changed that stat, right? We are now today, 47% women in the U S and my company. So it's, it's about showing, it's highlighting that attention, shown how we can make the change, prove the results and make a change.

[00:17:56] Right. And if your message matches their style, you will be able to influence. So I know that some people in my team hate to lose right. More than pay to, I mean, more than loving to win. So I need to figure out how I make them win every time. Approach, I'm going to bring to them. I have some, the members that are way more analytical in the data is going to be important for them.

[00:18:35] Bill Staikos: I love that advice. Just know your audience, right.

[00:18:58] And I really liked the concept of being an ally because it kind of, for me, at least it brings all of those elements together. You're able to sponsor mentor, coach and really help elevate individuals who may not have been seen for an opportunity in the past. What advice did you have for allies, maybe folks who want to be more of an advocate or play more of an ally role in the companies that they work for.

[00:19:30] bill, during COVID I became aware and mindful of something I was on before. And it is the fact that gender equality actually starts at home.

[00:20:01] That that will be something that before COVID I had never thought I would say, right? So that's number one, but two probably have worked just value women and non-binary people for their accomplishments, accomplishments, right? Don't compliment their outfit, compliment their work, invite them to meet presentations, actively listen to them.

[00:20:40] A gray woman has a great idea and somebody else's so sharing the idea without giving credit and maybe the person. If the, who is sharing now, the idea's getting that credit. So just make sure that you give credit where credit is due. Very simple. They're very powerful. Two stores. I like ship.

[00:20:57] So. I mean, during the pandemic, obviously my wife and I, we shared responsibilities for sure. She took on more responsibility with the kids. We are also. Very privileged and fortunate to have someone that helps us every day, which obviously they took a lot on,as a result of the pandemic. But that's wonderful advice more.

[00:21:34] Proving ground for allyship to be able to start to change your behavior as well as start to drive and change, the organization that you're part of. That's really inspiring advice. Oh my gosh. What, what inspires you Marcel? I know you mentioned a little bit sort of the top and, as being like a servant leader, but like what fills your cup every day and your.

[00:22:17] It's been successful people like I love, reading Bob Iger, the writer of a lifetime who was the former CEO, this name I love one of back in the day. One of my first books too, was the delivering happiness. The sapele story by Tony say, who is no longer with us, but I love the struggles and the customer focus.

[00:23:01] Right. And I can actually wait to read a book from like Julie Sweet, who is the center's CEO. I haven't been able to get my hands on the book of a woman CEO. Transform our company, but that's really what this find me reading books of these incredible people right now. I just got the play nice, bad win by Michael Dales.

[00:23:33] Bill Staikos: sounds really nice. Is there, I have to ask you now if there was one leader that you can sit down and have lunch. What would that be? What, what would you ask that person

[00:23:44] Marcela Lay: will be, our previous president Obama.

[00:24:14] I love that. Right. Because many times we think that because work is so important, family goes second place. And I love that right there. We're trying to do always the right thing, whatever, depending on whatever side you might be with him, I just love the integrity. So if I can talk about, the challenges and.

[00:24:40] Bill Staikos: answer. Someone that I admire greatly as well. and a model for leadership for many, including myself, I've read his books. I mean, just so many takeaways and how to become a better person, not just a better leader as well.

[00:25:13] for others inequality generally. So thanks so much for coming on the show. No, thank

[00:25:20] Bill Staikos: today. Thanks so much. All right, everybody wonderful show. Lots of great takeaways for you all this week. We'll talk to you soon. We're out.

[00:25:30] Marcela Lay: to be customer led with bill staikos. We are. Well to our audience for the gift of their time, be sure to visit us@becustomerled.com for more episodes. Leave us feedback on how we're doing or tell us what you want to hear more about until next time we're out.