Featured Member: Diana Mitchell, founder, Peoplemover

What kind of work do you do/business do you run?

Through my company, Peoplemover, I serve as an outsourced CMO, providing strategic oversight and mentoring to help businesses directly connect their digital marketing investment to business ROI. I also offer fully outsourced digital marketing for businesses without a dedicated, in-house marketing resource.

What do you love about it?

I believe in working with businesses that care — about the world, animals, their employees and their customers. It is extremely gratifying to help these companies finally start to see ROI from their digital marketing investment.

What’s your ‘why’ in life? What drives you?

I personally believe in making the world a better place, as cliched as that sounds. I have always felt that way, but it’s become an especially powerful motivator since my daughter was born 2 years ago.

Why are you a member of the Vegan Women’s Leadership Network?

I spent nearly two years as the head of marketing for a prominent whole food, plant based brand, and found it extremely rewarding to connect with so many vegan leaders through the relationships I built there. There is something powerful in being connected with like-minded professionals. I want to harvest and nurture that feeling through this incredible network of vegan women.

What’s been the biggest highlight or ‘wow’ moment of your career/business/professional life?

Definitely my time at Engine 2. They had zero marketing strategy when I joined the company. I devised and implemented the strategy myself, and saw double digit gains in every key area in the first year. It was incredible!

At the same time, I built an online community of over 30k highly-engaged individuals. It was a fantastic for marketing, but it also helped me see the direct impact of my work.

Thousands of people had reversed chronic health conditions, all by coming together in this community. I had, in a small way, helped people dramatically change their lives. It still gives me goosebumps to think about it.

How do you handle failures, fear and disappointment?

I believe that knowledge and action are critical to overcoming anything. Assess, see what you can learn, then take action to create a different outcome.

What would you tell your 16-year-old self?

Ignore people who tell you that you need a “plan” in life. Instead, work hard to be as successful as possible at what’s in front of you. Keep doing that, and new opportunities will spring up that you never would have imagined.

Which women inspire you and why?

Ironically, Oprah has always inspired me by how she lives her life. She does it on her own terms, and seeks to share that wisdom to help as many people as possible. I say “ironically,” because I had the incredible honor of being interviewed by Oprah twice in the last month!

This was part of WW Presents Oprah’s Your Life in Focus. At first, we talked to Oprah about relationships in quarantine, and how it had affected us. Then we were asked back on the second series to talk about how things had changed and improved.

I look for people who imbue kindness and compassion, but who aren’t afraid to go out there and create the world they want to live in.

What’s been the biggest obstacle you’ve faced and how has it helped mould who you are now?

Shortly after my daughter was born, I returned to consulting and left my role at Engine 2. It was very scary to rebuild a business from scratch, and my husband had just left his job to be a stay-at-home dad.

Everyone was relying on me! So, I got to work leveraging my network and adding value wherever I could until I built up a steady roster of clients.

What’s your super-power? What are you amazing at?

In my heart, I’ve always been and will be a writer. I’ve been told that my gift is my ability to put my (or anyone else’s) thoughts and feelings into words.

What brings you joy?

The silliest and most mundane things with my daughter literally fill my heart and help me see the world in a completely new way.

How do you define success, and how will you know when you’ve achieved it?

Success is so unique to each individual. For me, it’s a moving target, and not something that can (or should) be attained. It’s a driver that motivates me to have a positive impact on as many people as I can during my time on this Earth.

What’s your vision for yourself and your business/career for the future?

I want to help as many businesses as possible. It’s deliberately open ended, because I don’t want to pigeonhole myself with super specific goals.

I know that there are MANY ethical businesses out there that “do” digital marketing but have no idea if or how it’s actually impacting their bottom line. I can’t wait to help them!

Anything else you want to tell us?

I am so excited to connect with the incredible vegan women in this group!

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