Tiffany Caprice

I attribute my success to the strong relationships I've built throughout my career and the mentorship I've received along the way. My dad always talked about paying it forward when we were younger. I would tell him I'd pay him back for college and braces, and he said I didn't have to pay him back, he just wanted to know that if any of my siblings or anyone I could help ever needed anything, I would help them. I've always taken that mindset of paying it forward and doing it in any way that I can. The relationships I built in LA were so strong that they came with me to New Jersey, and when colleagues became clients, that was the ultimate compliment. I also had incredible mentors like Roxanne, an executive producer who took me under her wing, introduced me to people, and brought me into rooms that maybe I wouldn't have been able to get into without her. She always spoke to me as a peer, not as someone she had to teach, and from that I felt like I learned more. I couldn't do any of this without my supportive husband, who is the self-appointed CFO of the company. I'm very grateful and very blessed.

The best career advice came from my father's philosophy about paying it forward. When I was younger, I would promise to pay him back for college, braces, and all the things he provided. He told me I didn't have to pay him back, but he just wanted to know that if any of my siblings or anyone I could help ever needed anything, I would help them. That mindset of paying it forward has stayed with me throughout my career. I also learned so much from my mentor Roxanne, an executive producer, who always treated me as a peer rather than someone she had to teach. That approach made me feel like I learned even more because I didn't feel like I was being told I was doing something wrong and needed to change. Instead, she was encouraging and really helpful, and that relationship has continued to benefit me even now with my new business.

My advice would be to lean into some of the characteristics that maybe in other industries they might tell you not to be those ways, but in social media or really in the digital marketing space, allow people to kind of get to know you more as the person and be okay with having those personality traits shine through. I think the natural female way of communicating, being compassionate and understanding, as well as being creative and professional, really works well in social media because you get to marry it all together. The intimate nature of social media, especially when you're asking small business owners to be on camera or do something they might not otherwise feel comfortable with, benefits from that natural ability to connect. It's so important to reach out and build relationships early on. I remember what that was like when I was starting out, and I was so appreciative of those early conversations. Anytime I have the opportunity to help or speak with anyone, I will, because I remember how valuable that was for me.

One of the biggest opportunities and challenges right now is navigating AI in the creative space. AI can be a creative tool, but you still have to bring the brand knowledge, the strategy, and the understanding to the table. It can't do everything for us. We still have to bring a lot to what AI produces. I stay creative by using AI to support our creative efforts, but also by getting online to see what trends are working and then adapting those trends to fit the market or the needs of our existing clients. The key is that AI can help, but we as creatives still need to provide the strategic thinking and brand expertise that makes the work truly effective. It's about finding that balance between leveraging new technology and maintaining the human, creative touch that makes content authentic and resonant.

The most important value to me is paying it forward, which my dad instilled in me from a young age. I've always believed in helping others whenever I can, whether that's mentoring students, speaking on panels at my university, or taking calls with recent graduates who reach out with questions. I do mentorship anytime I have the opportunity because I remember what it was like starting out and how appreciative I was of those early conversations. Family is also incredibly important to me. I'm an aunt to 12 nieces and nephews between my husband and me, and spending time with them keeps me grounded. I also value building strong, authentic relationships. The fact that former colleagues became my first clients means everything to me because it shows that the relationships I built were genuine and lasting. I'm building my company around what my employees actually love doing, asking them what they enjoy, what they want to learn more about, and what they want to take ownership of, because I think that's how we make the company stronger as a whole.