Her Story
About Cornelia
I've been in the spirits industry for 15 years, and what I love most about my work is that it's always changing - it's living and constantly evolving. My focus today is on trade advocacy and brand education, working closely with bartenders on cocktail strategy. I've found that building relationships with bartenders is what's long-lasting, because as different concepts and hospitality groups come and go, the people I've built relationships with move to different places, which allows me to be introduced easily into different environments. What I find most rewarding is that just when you think you know everything, there's something else to learn. The industry is what I describe as a structured unstructured environment - there are metrics to meet and responsibilities to handle, but you have to do it in unconventional ways, thinking outside the box while using the foundation. You have to be malleable and able to pivot, because you don't market to Dallas the same way you market to Houston or San Antonio or Austin - every market is different, and even within those areas, things are constantly changing.
Her Interview
Ten minutes with Cornelia
01What do you attribute your success to?
I attribute my success to being able to pivot. The spirits industry is what I describe as a structured unstructured environment - there are metrics you have to meet, responsibilities and admin work to complete, but you have to get them done in unconventional ways. You have to be able to think outside of the box while using the foundation, making sure that everything is malleable so you can change it to fit each market. For example, Texas can make or break a brand, but you don't market to Dallas the same way you market to Houston, and San Antonio is different from both of them, and Austin is very different from all of them. Even within those areas, things are constantly changing all the time. Being able to adapt and pivot to these different markets and changing conditions has been the key to my success.
02What advice would you give to young women entering your industry?
I would say always look forward, but always reach back and pick someone up and bring them along. It's very important to think about how we get to where we are - it's hard work, it's luck, and it's also people mentioning you in rooms that you're not in. So as you go along in your career journey, wherever that takes you, while you're looking forward and entering these rooms, always go back and look for the person that was you starting out, in whatever industry it is, and be willing to help. Because you're always going to need help as you move forward, but you have to remember to look back and pick someone else up that may be just starting.
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