Her Story
About Dasia
Dasia Braxton is a shopper marketing strategist based in Atlanta, Georgia, with 7 years of experience in the field. She develops shopper-led integrated marketing strategies that bridge brands with consumers at the shelf, facilitating advertising campaigns across the path to purchase for major CPG brands including Unilever (Shea Moisture, Dove, Hellmann's, Ben & Jerry's), Kellogg's, Hormel Foods, and Constellation Brands. Braxton is passionate about making great marketing more accessible to BIPOC small business owners. In 2020, she turned that passion into action, launching a creative initiative to help small business owners navigate the uncertainty of the COVID-19 pandemic with affordable, strategic marketing support. What started as a passion project became an opportunity to use her skills to help entrepreneurs keep building, showing up, and bringing their ideas to life during a challenging time. She studied marketing at Georgia State University and has been part of the Adweek Mentorship Exchange Program, the 4As Vanguard Program, and the 4As MAIP program. Her notable achievements include being an Effie finalist for a single retailer program at Target for Unilever, as well as recognition through Unilever Admissible Awards, Reggies, and Effies. Braxton attributes her success to her faith and values reputation built on trust, kindness, and creativity in her work.
Her Interview
Ten minutes with Dasia
01What do you attribute your success to?
I go back to my faith. I think that is the biggest thing that my success has come from. A lot of my opportunities I can say that it's because of my smarts and all of these other things, but I really think it ties back to my faith in Jesus and my belief that there is a God who is looking out for my best interests, and He has a plan, and he has doors to open for my life and for other people's lives as well.
02What’s the best career advice you’ve ever received?
Best career advice that I've ever received was all around sales. Understanding sales is the best thing you could possibly do. I worked retail in college and I think it was the best thing I could have ever done, because it not only gives you the confidence but it also helps you as you navigate different corporate environments, how you show up. Every person should have some form of sales experience because it will take you far. It will give confidence when you speak, allow you to articulate yourself in a way that's convincing and persuasive, and it'll help you understand people.
03What advice would you give to young women entering your industry?
You can have a million no's, and all you need is one yes to change your life. That one will come and I think that keeps the hope.
04What are the biggest challenges or opportunities in your field right now?
Biggest opportunity right now is Retail Media. Audience work is super important. Knowing people, how people are buying, what people are buying, and the demographics. Being open to the unknown because advertising is entering a digital age with AI search, it's the wild wild west right now.
05What values are most important to you in your work and personal life?
Reputation, which is built on trust. Kindness. Creativity, that is something in the age of AI that we are slowly lacking. Good reputation.
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