Beatrice Perkins

Member Spotlight

Introduce yourself to our audience. Tell us who you are and what you are currently focused on.

My name is Beatrice Perkins, I'm the founder of Brand Excitement, a digital marketing agency in NYC. I grew up with a strong and unyielding identity crisis, and my way of resolving that was by burying my head in a book. Eventually I learned that it's not the books that held the answers for me, but my own core values and personality. No one wants to feel invisible, and so I now solve this dilemma by helping entrepreneurs and educators create an identity that is directly aligned to who they are personally. I believe when we all work from a sense of being valued, and expressing that value, we set off a ripple of positive impact on a global scale.

How would you define your professional mission?

I'm on a mission to change the world through entrepreneurship and education. I grew up very poor, with limited resources and experiences but was able to expand my opportunities through school and education. From there I was able to build confidence and then expand into entrepreneurship, which gives me financial and mental independence. Imagine a world were there was more choice and more opportunity! That's what I'm looking to contribute to.

We’d love to hear more about your career path. What led you to where you are today?

I started my career in finance. I was a desktop publisher but knew I wanted to know more and make more. At every step of the way I would ask my colleagues who were a step or two ahead of me to show me the way. That worked and eventually I became a Sr. Project Manager of Creative Services for a top firm. While in that role I worked 6 days a week, 12+ hours a day, and I knew something needed to change. I quit, took a job with a small agency in NYC for 3 years and then launched my agency. I now hire my former employer from the agency occasionally to work on bigger projects that we acquire. There were some stressful nights along the way but I kept reminding myself that I was educated, skilled and a hard worker, and that it would eventually pay off, which it has.

What legacy do you hope to leave through your work?

I believe that women are strongest when they stand side by side in community, so I started an association so that my colleagues in branding from around the world could connect, inspire and empower one another. I'd like for my legacy to be that we stop seeing each other as competition and instead see each other as collaborators.

What is it about your job that makes you feel it’s the right fit for you?

Someone recently asked me, if you hit the lottery and won $10 million dollars what would you do, and I told them I'd do exactly what I've been doing! My role entails strategy, coding, research and storytelling. There's never a dull moment and the results I get to see clients experience are almost immediate, so that fuels me. I like to see the fruits of my labor, and I get exactly that in my work.

What is your morning ritual?

I zealously guard my time. I start my day with coffee or green juice and take the first hour of the day to unwind and process my thoughts. There is NO looking at a computer or cell phone during this time. It's my time to myself. I then feed and walk my dogs, and begin to prepare for the day. Once I'm at work (and not before) I hop on the computer or on the phone and get the day started. Most of my activities vary from day to day but one thing that remains the same is a dance break when my energy gets low!

What is your favorite social media site? Why?

I like Facebook most because it allows me to connect with people in business and my social circles. I find that my life has lots of concentric circles that overlap in many ways, so I don't expect to use Facebook solely for personal reasons or solely for business reasons. I get to bring my full self to that platform, which isn't typical of sites like LinkedIn or Twitter, and with Facebook I have no character, photo or video limits. I love it!

What would you say your personal superpower is?

Optimism is my super power and I believe it saves people on a cellular level. Just last week I had a guest at the house and as she was coming down the stairs she broke a glass. She was mortified, but only for a second because my immediate response was "Oh, how great that it broke in the hallway instead of anywhere else... the walls contained it from spreading out" and she immediately relaxed and felt as ease. Someone else who was in the room said "you can put a positive spin on anything, can't you?"

What is the best career advice you ever received?

"Give everything its due, but not more than its due." This helps me to evaluate how much I scrutinize over a mistake or situation. By giving something the attention it deserves, but not more than is required, I am able to move on more powerfully and not wallow in it and let it linger, which we as women sometimes tend to do.

Tell us about your favorite Ellevate Network memory or success story. Why are you a member?

I was a mentor at one of the Ellevate Network monthly events and a young woman came to me and expressed how much our 7 minutes empowered her to feel like a leader. She had been doubting her ability because she wasn't performing with perfection (none of us do), and my story about my mistakes and obstacles along the way to growth helped her to see a new perspective towards progress. She felt so relieved about it all and that felt really good for me, because I've been there.

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