JANUARY 2014

Volume 3 Issue 6

ISSN 2046-3855

EIGHT www.executivesecretary.com

Can we start with a little background information? Where are you from and what is your current role?My family are from London but I grew up in Kent. I am currently in my second year of holding the presidency of the Association of Celebrity Assistants in the UK.

What is your background?I trained as a buyer for Harrods then worked as a publicity manager for Lynne Franks PR, during which time, amongst other things, I launched Mrs Fields cookies to the UK market and worked as a celebrity booker for press launches. In the early 1990s I went on a trip to Los Angeles and, after meeting up with several friends from my Lynne Franks days out there, I decided this would be a great place to live and work for a while. I had a visa through my father’s company so I sold my flat in London and moved there. I became a celebrity PA to an old Hollywood movie star and then moved on to working as a talent manager for actors. I then returned to England after spending 10 years in the USA and am currently working as a PA for a high-net worth.

You are best known as the current President of the Association of Celebrity Assistants (UK). How did this come about and how has it changed your working life?I had been to a couple of meetings when I lived in LA but when I came back to London I was introduced to Joy Montgomery (the founding President of the UK branch) by a celebrity hairdresser friend of mine. We got along instantly and she invited me to join the board she had put together. I was initially on the board for just over two years and more recently I was elected as President in April 2012. Since becoming President I have worked, with my Board members, to create and implement a clear action plan of the direction we would like the Association to grow in and what services it should provide to help the strong membership – after all, that is what it was created for. I have met some amazing people and companies who have become fantastic supporters of our group and gone out of their way to help make our members lives easier. I have also been asked to speak in public, which I hadn’t really done before and was one of my biggest fears, and I am delighted to say I have started to overcome.

What are the main changes you have seen in the time you have been in business?Technology! Also the role of a “secretary” which was mainly office based and stuck behind a typewriter has evolved into being the right hand man or woman behind executives, fulfilling roles from research and

creating presentations on PowerPoint to creative writing, global travel organisation and understanding of technology. Most will get involved in the organisation of their boss’s personal life as well. Social media is a completely new skill that some PAs have to understand and use – it’s important to understand the difference between what is professional and personal!

What inspires and motivates you?Being involved in projects I believe in and hopefully making a difference by using my skills developed over the years. I love meeting new people and trying to find common ground to develop new friendships. I am always looking to improve myself and am happy to pass on the new knowledge I have gained, if asked.

What has been the highlight of your career so far and why?There are three! From a professional aspect, when I was a talent manager

in LA, I met a young actor who was 12 years old who had so much charisma and was filled with self belief. I felt he was

very special and so I took him on as the first client in my own roster and helped put him on a Disney show

called Even Stevens – his name was Shia LaBeouf.

Also from a work point of view it was a very proud moment to become President of the ACA-UK. I have been involved with the organisation from the start, so it was great for me that people had faith in

me to drive it forward.

On a philanthropic note, I had a couple of friends who were gay and had caught the HIV virus in the mid to late

1980s so I decided to go to the London Lighthouse charity to find out more about the work they were doing. I was so moved

that it motivated me into organising one of the first events for World Aids Day in 1989.

What are the main challenges facing the industry at the moment?Our industry (celebrity PA) can be isolating if you are working out of someone’s home rather than an office. I think keeping up with new technology and software/apps is hard unless you’ve got someone around you to keep you up to date. Also, and this is not a problem limited to this industry by any means, with new technology it is very hard to switch off even when you are on your own time as we are always “online”. I know so many colleagues who are on call even after they’ve left their employer at the end of a working day. Linked to that is the need to find a work/life balance which is hard in this industry. A key challenge we find in our roles is finding tried and tested suppliers to deliver a quality service.

DEBORAH SHAW

The Association of Celebrity Assistants in the UK just celebrated their 10th Anniversary at an exclusive birthday bash hosted by The Dorchester. With representatives from their Los Angeles & New York Celebrity Assistant equivalents in attendance and a new ‘entente cordiale’ in place between the three organisations, Executive Secretary went to meet the three leading ladies.

www.executivesecretary.com NINE

PROFILE - DEBORAH SHAW

Building up a directory for our members is one of the main objectives of the ACA-UK.

What advice would you give someone just starting out as an Assistant?Pick an industry you are really interested in so you can enjoy learning more along the way. Develop your organisational skills and your ability to problem solve. Work for different bosses/employers so you learn how to adapt to different styles. The role of a PA is interesting and challenging, and it can be a very rewarding career choice for the right person.

So what’s next for Deborah Shaw? Where do you want to be in 5 years’ time?I have started a TV production company with my brother. It was something we discussed 20 years ago and never had the courage to do it at that time. My goal would be to eventually have an office in London and LA, so I get to see more of my friends there who I miss. I am also media officer at a new heritage and educational charity so I am hoping to generate national and international interest for their projects.

TEN www.executivesecretary.com

called “Profound PAs Don’t Take It Personally”. Right after the panelists had introduced ourselves onstage, Victoria (the moderator) cued up a video – which, to my absolute shock, was Nate Berkus talking about me with such praise and warmth that more than 100 EAs/PAs in the audience got to watch me cry that evening. Talk about personal! Did I

mention that I was six months pregnant at the time?

What are the main challenges facing the industry at the moment?

It can be a challenge to crack the stereotype of Assistants as subservient or junior work, but there is a great movement within the profession to empower and validate the role as crucial to so many businesses and brands. The concept of Assistants as essential decision-makers is catching on, thanks

to the continued long-term efforts of organizations like NYCA, ACPA-LA, and ACA-UK.

What advice would you give someone just starting out as an Assistant?

First of all, be patient. Accepting a job as an Assistant doesn’t automatically instil the personal knowledge you will need to do your job; no matter your level of experience, it takes time for you and your employer to build an efficient working relationship. I would also remind someone starting out to be mindful of professional boundaries; even though you are someone’s personal Assistant and privy to all sorts of intimate information about them, that doesn’t mean that you are friends or invite any kind of involvement.

So what’s next for Kelly? Where do you want to be in 5 years’ time? As I mentioned, I am expecting my first child in February – a girl – which will be an adventure like nothing else, I am sure!

Can we start with a little background information? Where are you from and what is your current role? I grew up in Cleveland, Ohio. A college transfer brought me to New York City, where I attended Fordham University in the Bronx and graduated in 2002 with a BA in Communications. I didn’t think I would stay in New York after completing my undergrad, but here I am, 13-plus years later. Currently I work with the designer Nate Berkus.

What is your background? Prior to my working with Nate, I was the projects director and Assistant to classical violinist and philanthropist Midori for almost 9 years.

You are best known as the current President of New York Celebrity Assistants. How did this come about and how has it changed your working life?I joined New York Celebrity Assistants (NYCA) in 2009 at the suggestion of another classical musician’s Assistant. Joining this extraordinary network of supportive colleagues after working alone for several years felt like the skies had opened and the sun could pour through. It was revelatory. Being part of NYCA changed my life in a big way in 2010 when I was looking to make a job change and ended up applying to work with Nate via the NYCA job referrals system.

My involvement with the NYCA Board began in early 2012, when they recruited me to help with Promotions. The Promotions Chair sources raffle prizes and giveaways for meetings, and it was a lot of fun to discover and share new products with the group. The organization elected me President this February, and I’m honored to serve in this role through next year. It avails so many opportunities that benefit both my day-to-day productivity as well as that of my boss.

What are the main changes you have seen in the time you have been in business?Technology has grown by leaps and bounds, and social media has become hugely influential. When I started working after college, the smartphone was a dream of the future – albeit not too far off. Now, communication is expected to be fast and furious, whether it’s business hours or the weekend. The upside is that there are so many ways to be in contact with the world now, and any brand benefits from the blogs, Twitter, Pinterest, Instagram, the list goes on and on.

What inspires and motivates you?Motivation comes from the daily unpredictability of my job – what can I learn today? – and the dynamite team around Nate, with whom I have the pleasure of working in varied capacities.

I’m inspired by my peers and colleagues; namely, my fellow members of NYCA and professional Assistants who work hard around the world. We’re all magicians, in some way or the other, and it’s fun to peek behind the curtains to see how someone else pulls it off.

What has been the highlight of your career so far and why?I had a wonderful moment just recently at the Behind Every Leader Conference in Newark; they had invited me to speak on a PA Panel

KELLY ENGSTROM

www.executivesecretary.com ELEVEN

Can we start with a little background information? Where are you from and what is your current role?I am a Los Angeles native with Southern roots. My family is from Louisiana. I am currently a luxury lifestyle and travel manager assisting individuals with their lifestyle and luxury travel needs.

What is your background?I have over 15 years experience as an executive Assistant. I began my career working in corporate America, while still attending college. After working in the insurance field, I decided to transition into a new industry and became the executive Assistant to a prominent radio and television host. Working in the entertainment industry was a new world. However, it definitely expanded my inventory of ideas because of the range of my responsibilities.

You are best known as the current President of the ACPA-LA. How did this come about and how has it changed your working life?Yes, I am currently the President of the Association of Celebrity Assistants in Los Angeles. I joined the organization about seven years ago. After joining, I was extremely impressed with the professionalism of the membership. As such, I wanted to make more of a contribution to the general membership by participating on the Board of directors. In the beginning I was a member at large. I assisted with any projects where I could lend my expertise. As time progressed, I became the Vice President and ultimately President.

Being President has changed my working life by adding a lot more to my plate! I definitely find myself taking more meetings in an effort to seek out new opportunities to present to our membership. My goal is to provide ideas that will help our members with their day to day responsibilities.

What are the main changes you have seen in the time you have been in business?The main changes I have seen in this business are social media and the blogosphere. Social media has become an extremely important part of our society. As such, personal Assistants have to always be aware of their surroundings by conducting themselves with integrity on social media platforms and in public. We have all seen examples of various bloggers who write unfavourable stories about celebrities and/or their employees. For that reason, personal Assistants also should be conscious about their conversations in public settings.

What inspires and motivates you?I am inspired and motivated by giving back. I love to participate in charitable events by donating time, resources and money to help others. In that same vein, the ACPA-LA is extremely active in giving back. Each month, we invite a different charity to our meetings by giving them a platform to share their organization’s mission and how the ACPA can assist.

What has been the highlight of your career so far and why?The highlight of my career has been mentoring those who are Assistants and those who are interested in being Assistants. I enjoy sharing my knowledge and what I have learned over the years with those who are

building their careers. It gives me great pleasure in knowing that others respect and trust your journey enough to seek your counsel.

What are the main challenges facing the industry at the moment?

One of the main challenges facing the industry is the constant need to communicate effectively with individuals at all professional levels, including your boss. Throughout the course of a day, we wear many hats. We are gatekeepers, confidants, gofers, record keepers and managers. For this reason, it can be difficult to fill certain positions because some

candidates may lack the experience required for certain positions.

Another challenge is keeping up with technology. We live in a highly tech-friendly world. Therefore, sometimes it’s

difficult to stay abreast of the latest apps or technical tips that could assist in our day-to-day workloads. In an effort to remain cutting edge, knowing the latest technology is key.

What advice would you give someone just starting out as an Assistant?I would tell someone just starting out as an Assistant to always stay two steps ahead of your boss and to spend time learning their idiosyncrasies. Staying ahead of your boss allows them to build trust and they begin to heavily rely on you to keep them on track. In essence, you will become an asset.

So what’s next for Kimberly McFarland? Where do you want to be in 5 years’ time?Travel and helping others are my passions, I see myself expanding in the concierge and luxury travel industries.

KIMBERLY MCFARLAND

28th — 30th March 2014, London

It’s back… the leading international event for senior and aspiring Assistants

BOOK NOW TICKETS AVAILABLE.

LAST FEW EARLY BIRD

£150& SAVE

This year’s exceptional speaker line-up includes:

�� Shirley Taylor: Supercharge Your Business Writing With the WOW Factor!

�� Vickie Sokol Evans: 6LPSOLI\�<RXU�/LIH�8VLQJ�2IÀFH�Themes

�� Melba J Duncan: Executive Assistants Transform the Workforce

�� Sue France:�'RQ·W�/HW�&RQÁLFW�0DQDJH�<RX�� Bonnie Low-Kramen: The Elephant in the Room —

Workplace Bullying�� Shirley Taylor: Connecting Your Dots to Success�� Vickie Sokol Evans:� 3RZHU3RLQW� 6OLGH� 0DVWHUV�� 7LPH�

saving secrets to managing and merging �� Victoria Darragh: The Power of Internal PA Networks�� Debbie Gross: Did That Really Just Happen?�� KEYNOTE: Jeff Hoffman: How an EA Can Lead

the Whole Team to Victory

+44 1932 560974 lbrazier@executivesecretary.comwww.executivesecretary.com/live

‘A truly impressive line-up of speakers, both in terms of content and delivery. A well balanced programme between the practical, the life experience and the inspirational.’

94% of attendees rated the 2013 conference excellent or exceptional

%22.�12:�DQG�IRU�PRUH�LQIRUPDWLRQ�

,Q�DVVRFLDWLRQ�ZLWK��

6SRQVRUHG�E\��