Her Story
About Amoura
I am the CEO and co-founder of AC Creative Collective, which I initially created in 2022. My background is in education and mainly writing. I do a lot of the planning and making sure people stay on task, as well as a lot of the business development sales part of things. My sister Avery is the chief creative officer and manages all of our marketing projects and employees. We've been able to take both of our strengths and combine them together, and both of our backgrounds really, and combine them to what we're doing right now. We create integrated marketing plans for businesses - typically long-term marketing plans where clients can engage with their audience and community through marketing and through programming, whether that's in person or just like a webinar. We're really finding ways to increase our clients' digital presence, but also make sure that they're able to connect with their audience. We want marketing to connect with people, not just be posted out into the world. We have a team that we work with, and with the community engagement part, that's more program management, which I help with more.
Her Interview
Ten minutes with Amoura
01What advice would you give to young women entering your industry?
I always say, take the leap, but take a strategic risk. I do think to really be an entrepreneur and really make big strides and scales, you have to take some risks, but make sure it's strategic. Make sure that you have the plan. You can see where you want to go. You've sort of planned out as much as possible. Obviously you can't plan everything, but if you're being smart about it, and you are being strategic about it, then you're bringing the risk down a little bit, but take that strategic risk, take the leap. I think we've seen with the past year and a half that what you believe is a steady job can really be taken away almost immediately. There were so many women that lost their jobs, specifically Black women that lost their jobs over the last year. And I think that people assume a 9-to-5 is going to be very secure, and it's like, maybe not. And so figuring out, if you are passionate about something, and you believe in it, why not take that leap and believe in yourself, like, bet on yourself instead of a company that you believe is steady and will support you.
02What are the biggest challenges or opportunities in your field right now?
Time is a big one. I think any entrepreneur will tell you, you always have more stuff to do. So I think it's just making sure that we do get a bit of that work-life balance. I think that's really difficult for both of us to try to figure out now, because we want to move full steam ahead, specifically because I started this because I wanted more time with my children. So it's like, finding that time and making sure that we're getting family time and we're getting work time. Also, since I work with my sister, it's very easy for those things to blend. Scaling and figuring out the best way to scale appropriately is another challenge, where you're not just risking it all, but you don't want to wait till the last minute. You don't want to hire a bunch of people and you don't need them, because that's not fair to employees, but then again you don't want to wait until you really have all of this work and then you're working around the clock. I think this year we've gotten really good at figuring out exactly how much support we need, so we're not working 24 hours a day. Making sure that we're not bringing family stuff or old family stuff into the business is important too. I think we figured out that we had to have open communication. We had to talk through these things and figure it out. And that really helped.
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