Trish is the Creative Studio Manager at YETI, the popular Austin-based manufacturer of premium outdoor lifestyle products (think coolers, tumblers and assorted accessories). As a seasoned creative leader, she spends her days working with the absolute most badass creatives and marketers in the outdoor industry, creating idea-driven, on-brand, award-winning work so nobody has to suffer from melted ice ever again. Her work in this field has been recognized by GDUSA Magazine several times over, and she’s been featured as a speaker at the HOW Design Live Conference.
Before Trish embarked on her epic adventure at YETI, she worked as a Designer and Art Director for in-house creative departments around the majorly competitive city of Austin. She loves creating effective, beautiful communication that connects with audiences in a big way, fostering original talent in this great community and facilitating solid, unshakable relationships between clients and creatives, resulting in the very coolest and most inventive output.
When Trish isn’t spending her days tackling those lofty goals, she plays the oboe, works as the Creative Director for Austin Civic Orchestra, travels the world and eats lots and lots of noodles. So many noodles.
Where do you work? What does your company do?
YETI. We make premium gear for the hardest of hard-core outdoor badass.
What types of services does your team specialize in?
Design, copy, video, creative concepting, art direction, agency middle-man, anything else that people need.
How many people make up your team?
Your title/role within the company:
Creative Studio Manager
What was your very first job in this field?
I interned at a tiny ad agency in Austin for a really dope boss.
Share a best-practice leadership experience:
Being inside the brand gives you so much opportunity to contribute your and your team’s expertise to every consumer touchpoint. As a creative, you have a unique perspective compared to much of your organization and it’s on you to use that POV to strengthen the brand. You are also in the distinct position of being able to have strong peer-level relationships with the folks you and your team are working with. If you aren’t taking advantage of that proximity, you’re doing it wrong.
What are you working on now that you’re excited about?
We have so much cool shit in the works and I wish I could share it. YETI is a place of innovation and it’s exciting to be a part of it.
If you could share one piece of advice for an up-and-coming creative leader what would it be?
Don’t be afraid to ask for help or support. You don’t have to do it all or know it all yourself.
What inspires you?
This question is impossible. The limit does not exist.
What is the first thing you do each day to organize yourself?
Shower. All the ideas come pouring in. Pun intended.
Have you noticed any changes or trends for in-house creatives in the past year?
Heck yeah. In-house creatives are finally getting our due. We are being recognized as a legitimate option to external agency partners and we should all be taking advantage of that. There are, of course, many great reasons to partner with agencies, but the days of in-house creative teams being seen as just a production house are going away and I, for one, am excited about it.
What has been your greatest challenge as a creative leader?
Making sure I have the space I need to stay creative and inspired.
Describe the career path you have taken and where you see yourself next.
I’ve had some great experiences as an in-house designer, art director, and now leader. For the time being, I’m focused on the team at YETI and making sure each of these creatives is developing and growing to their fullest potential.
The last word:
Don’t get into the trap of competing with your agency partners. There are reasons that both groups are a part of the recipe. You each have subtle differences in how you approach the brand and there’s just so much to learn from each other. It’s something to take full advantage of, as opposed to fighting it. And if you can avoid jumpballs, do it at any cost.