Get to know Marketing Communications Manager at Blowfish Malibu, Allie Woerner.
Thanks for taking the time to meet with us, Allie! We’re excited to learn more about your role at Blowfish Malibu, what inspires you, and what excites you about the future with the brand.
I am the Marketing Communications Manager for Blowfish Malibu. My job basically centers around all things social media and community on a global level. From managing all of our social media platforms and handling all outside communication with influencers and content creators to working with our PR companies and planning and hosting in-person events. My job revolves around building relationships and being a face for the brand. I’m also able to put my English degree to use on the daily, as I’m responsible for writing all of the brand copy.
I feel like I was always destined to wind up in marketing, in some way or another! I was an avid blogger throughout college, and after attending a conference put on by Teen Vogue in New York (like 10 years ago now, sheesh), I realized I could actually apply what I was doing for my personal blog for a fashion brand. After that, it’s all I ever wanted to do. I took a handful of marketing classes in college. But ultimately, the more I worked in fashion after I graduated, the more I realized that working with a marketing team was the right path for me. And now we’re here!
I’ve been all over the place! I always knew that I wanted to work in fashion since I’ve been obsessed with all things-style since high school. I’m one of those people who has been lucky enough to be able to try out a myriad of positions. After graduating from college, I was the visual manager of a high-end retail store before landing a job as a receptionist with the eyewear brand, Oliver Peoples. I quickly moved up there, ultimately working in sales/operations for the fashion sunglass division. Forever 21 Corporate then recruited me to work in the buying department, which I did for a few months before realizing that wasn’t for me.
After that, I landed at K-Swiss, where I worked my way from a Customer Service rep to managing all of the larger retailer E-Comm sales accounts. Then I was promoted to a digital marketing assistant, and ultimately, I wound up helping to run the website for two of the in-house brands there as an E-Commerce Marketing Manager.
Whew! It’s been a long road!
I wish I could give you some Cinderella story of how I came to be working here, but honestly, I applied for the position on a whim on LinkedIn two years ago! A few weeks later, I got an email from Karen (the VP of Marketing) and we set up a phone interview. I was brought in for an in-person interview – and I landed the position! We weren’t really sure how the position would evolve since I was initially just hired to manage our social media channels. But my oh my, has it evolved into quite the position – one I’m very proud to hold.
We had SO many fun projects lined up before everything got shut down due to Covid-19. As a result, a lot of those were unfortunately postponed to a later date. One major thing I really enjoy about my job is the events, and I was pleasantly surprised at how much I love putting them together. I’m really excited about getting back on the road (when it’s safe!) to host our Road Trip series. (Shopping events at different independent boutiques across the country.) I’m also looking forward to traveling internationally to produce events to promote our brand in Europe.
Everything? Is that an appropriate answer?
But for reals, I love how expressive it is, and how I explore my creativity on a daily basis. I love the fact that a lot of it is “anything goes” and that we’re okay to try new things on the regular. I love that I work with a lot of people who appreciate the same things that I appreciate (like designers, shoes, bags, etc.), and who are always down to talk fashion. Also, I am a HUGE shoe person, so it’s literally a dream to be able to come into work and get to talk about shoes every day. The fashion industry has been my entire professional life for the past 8 years, so it’s safe to say that it’s a world I really like working in.
In general, I’m a very social person. I’m an avid talker and a communicator, so to be able to do those things on a daily basis is something that I do not take for granted. I love being able to make new connections with girls all over the world, who are fans of the brand, and who I actually now consider to be friends.
LA is such a hodgepodge of activity, that it’s impossible to find yourself with NOTHING to do. From the beaches to the shopping, to the restaurants to the different neighborhoods you can explore – you can always find something to fill your time. As someone from the area, it blows my mind of how many things I still haven’t crossed off my list. I have friends scattered all over the city so exploring things on their side of town can always be an adventure. Plus I can always turn to them for recommendations.
I’m a sucker for the sneakers. They’re all so comfortable and classic and literally go with everything in your closet.
Do everything. All of it. If you get offered a job, and it’s not necessarily where you see yourself, take it. Because you never know who you’ll meet or which positions could open up while you’re there. I have learned this incredible post-college education on fashion and business after accepting various positions and soaking up knowledge as best I could. Help wherever you can, stay late to finish a project and just do what it takes to make your department successful. People always notice hard-workers and believe me when I say that, usually, hard work pays off.
Also, just be a nice human. Being nice and friendly to the people you work with goes a long way in accomplishing your career goals. Trust me.
Quarantine skincare! I went on a bit of an Amazon spree and researched a bunch of skincare dupes to more expensive products. So far, so good!
I’m from a small, suburban town called Moorpark, just North of Los Angeles. My Dad works in news/media, so growing up, we were always going into the city to do fun things that had to do with his job. I think living so close to a major city, but still growing up in a small town, allowed me to chase my dreams but still stay relatively grounded and appreciate the beauty behind slowing down.
My Grandmother is Colombian, so I’ve always wanted to visit and make a South America trip out of it (I’d love to see Brazil and Peru while I’m there!). I’d also love to go to Croatia, Russia, more parts of Africa… the list is endless.
Nelson Mandela. I’ve been so fascinated with him since I was 14, and even visited South Africa with school back in 2012.
When I have a great tan in the summer.
C’est la vie. That’s life. I have to consistently remind myself that there’s no point in stressing over things that are out of my control.
I can read an entire book in one night if I want to. Reading and retaining information is my superpower, I think. Retaining information comes in especially handy with work. I have to remember so many things about the girls we work with! Let’s just say I have A LOT of people’s shoe sizes memorized haha.
I learn the most from: Books & articles. I’m always, always reading something.
I can’t live without: Travel! It’s the only thing you can buy that actually makes you richer.
You can find me shopping at: Madewell & Nordstrom.
My astrological sign is: Libra.
I’m scared of: I get freaked out when I start to think too much about how big the ocean or the universe is. How small we actually are, in relation to things like that. I can find myself falling into a hole, and then I find myself up till 4am Googling things.
The last book I read was: All the Ugly and Wonderful Things by Bryn Greenwood
Most people would say I’m: Outgoing. Easy to get along with. Organized. Indecisive (the libra in me).
I’m currently listening to: The new Lady Gaga “Rain on Me” song has been on serious repeat lately. Can’t wait for the album!
My style mantra is: You can never go wrong with a great pair of denim, a white tee, and some cute shoes.
I feel most comfortable: When I’m in a beachside town, spending the day shopping, grabbing lunch or coffee with friends and just enjoying nice weather. Nothing beats that.
When I woke up today I felt: Like it was another day in Groundhog Day. I’m currently camped out at my parents’ house during Quarantine. Being in my childhood home all the time feels like the same day, every day. I’m re-living an 8th-grade summer. At least there’s work to keep me occupied!
Most people don’t know: I used to do beauty pageants when I was younger! I was Miss Santa Barbara County and Miss Moorpark back in the day and even competed at Miss California.
I feel the freest when: I’m at the pool or the beach with a good book, just lounging in the sunshine.
Thank you, Allie! We’ll catch up with you soon.