Lauren Plowman is a left-brained strategic thinker in a sea of right-brained creatives. She once dressed up as a plane to celebrate the launch of a new hub for Southwest Airlines, and she spends as much of her time as possible visiting local, state, and national parks. At Urban Emu, she steers our client relationships and manages projects from the ground up. We’re so fortunate that Lauren is a part of the Urban Emu team.

Q. Can you tell me about a typical day as a Senior Digital Strategist and Project Director at Urban Emu?

A. It seems like there are no typical days, which is part of what I love about the job. My role is to guide projects and teams throughout the full life of a project, solving problems, tapping the right experts, understanding client needs, and keeping a strategic lens on all of our work. That includes strategic planning, brainstorming and reviewing various communications products, working closely with project management to ensure we’re staying on track, and helping solve problems as they arise.

Q. What has been a standout project for you at Urban Emu, and what did you enjoy about it?

A. When I joined Urban Emu, I knew I would get to work on projects in the public health and social marketing space, which I love. Starting off working for high-profile, high-impact initiatives like WIC and the VA’s Center for PTSD was incredibly exciting. However, the most standout project for me to date was a digital strategy project with the National Park Service – my DREAM client. While my career has focused on public health, in my personal life, I’m all about public lands. I am incredibly passionate about visiting and supporting the smallest city park (my city of Madison, WI, has more than 280) to the biggest national parks. My family has a goal to visit all 50 of Wisconsin’s state parks in our Winnebago van, and we’re well on our way. Needless to say, helping the NPS team with their website content strategy was incredibly rewarding and a great way to start my time at Urban Emu.

Q. A key part of your role is managing client relationships. In your opinion, what factors go into developing healthy and effective client relationships?

A. From my perspective, the most important factor in developing a great client relationship is taking the time to understand the client’s goals, perspectives, and challenges so that we can tailor our approach to their unique needs. And to maintain that relationship, keeping that perspective top of mind while delivering creative, strategic, effective work. We want Urban Emu to feel like an extension of their team – one that brings valuable expertise and makes life easier, never harder.

Q. How did you initially become interested in marketing and communications?

A. My marketing journey wasn’t clear when I started in school as an Elementary Education major. Luckily, it only took a few weeks to recognize that my classmates’ incredible passion for teaching was not so obvious to me, so I switched to Communications, where I thought I could easily explore a variety of fields. That coursework led me to public relations, social media, and even a course in social marketing, which I would later pursue as my MPH concentration. My favorite part about marketing and communications is being a left-brain in a right-brain world. I’m not creative in any of the traditional ways, but I get to use my strategy, planning, and analytics skills to launch amazing campaigns alongside the more creative minds.

Q. When you look back at your career so far, is there a common thread that holds together all the work you have done in your career? Or are there any specific kinds of projects or organizations you’re drawn to? 

A. The common thread I’ve tried to weave and hold on to throughout my career has been marketing in ways that leave a positive impact. Ever since my first full-time job marketing fitness equipment, I knew I had to use my skills to sell products or promote initiatives that left the audience better than they were before interacting with my brand or product. As I learned more about wellness, public health, and social marketing as a profession, I’ve looked for opportunities along the way that allow me to do that more directly.

Q. You definitely get to do that here! I know one of your earliest jobs was as an intern for Southwest Airlines. That sounds like it would be so fun! Do you have any good stories?

A. Best. Internship. Ever. Every Friday at 5 pm, all of the interns would grab an open seat on a flight from Dallas Love Field and explore a new city with new friends. But one of my best memories was traveling with the marketing team to hold a press event celebrating SWA’s new service from Greenville, SC. We got the Clemson football team to do a “plane pull,” and there’s a lovely photo of me in a local paper running off the plane… dressed as a plane. My time at Southwest certainly taught me the value of having FUN at work!

Q. I love that! It’s so important to have fun at work and like what you do. Speaking of that, what’s your favorite thing about working at Urban Emu?

A. My favorite thing about Urban Emu has to be the quality of our team. There are so many high performers, experts, and creative people who love what they do and who always follow through for their teammates and clients.

We’re so grateful to have Lauren on our team to help us keep our projects running seamlessly!
Stay tuned for more teammate spotlights.