#BEYOUROWN MEETS SANDY VITERI
Sandy Viteri founded Viteri Vibes following a highly successful career as a Vice President of Global Marketing for a $350M media measurement and analytics company. She brings extensive experience in marketing, branding, and sales enablement to a boutique business model that provides personal attention to each of its clients.
Working for nearly two decades with major enterprise companies in the media measurement/analytics and software development industries, Sandy has developed subject matter expertise in demand generation that has been proven effective in bolstering marketing revenue.
Leveraging extensive leadership abilities, Sandy can create exceptional events, successful marketing campaigns, marketing operations teams and marketing technology ecosystems from the ground up while fostering improved collaboration between sales and marketing personnel to drive the overall success of organisations.
Viteri Vibes is on a mission to help companies of all sizes, from startups to enterprise corporations, connect their brands with their consumers. As the owner of Viteri Vibes, Sandy is committed to the mantra “Vibes Speak Louder Than Words!” and fosters emotional connections between consumers and her client’s brands.
Great to have you, Sandy can you introduce yourself to us as the founder of Viteri Vibes?
I am Sandy Viteri, founder of Viteri Vibes, a full-service digital marketing agency in South Florida. I was born and raised in Caracas, Venezuela. I had my first opportunity to “test” my entrepreneurial wings when I was 15 years old. My best friend and I created a party planning and children’s entertainment business.
My entrepreneurial spirit laid quietly over the next 20+ years. My family and I came to the United States when I was 18 years old, and I worked hard at acclimating myself to this new country. I immediately began learning English. I worked as a department store sales associate during the day and as a restaurant hostess at night.
When I was ready, I applied for a position as a receptionist, and I made the big move into the corporate world. The years to follow, I went to school at nighttime to get my degree in marketing while I was working my way up the corporate ladder. Now, here I am today as the owner of my own company!
You launched Viteri Vibes following a highly successful career as a Vice President of Global Marketing for a $350M media measurement and analytics company, can you tell us what the transition was like and the initial Viteri Vibes set up process?
The transition from the corporate world to entrepreneurship was an all in development for me. After moving from Washington D.C. to South Florida, I said to myself, “our dreams are non-negotiable when we are asleep, so why should we allow them to be negotiable when we are awake?” That was the moment when I decided to take my corporate marketing experience, plus my entrepreneurial spirit to create Viteri Vibes.
From a process perspective, the first thing I did was to identify if there was a need in the market for the things, I enjoyed doing the most (aka Marketing). Once I was able to validate the need, the next step was to define my target audience and to niche down to ensure I could meet the needs of my ideal client.
I am not going to lie; this was not easy! There is a learning curve to building and establishing a profitable business. At first, I had to wear multiple hats. I was the CEO, accountant, head of IT, you get the picture. However, what helped me keep the transition in balance was learning how to leverage my skills to the fullest potential while outsourcing the tasks I was not so good at. However, what I am most grateful for during the transition period was having a supportive husband and partner by my side.
What is a typical day like for you now?
For me to have a successful week, I take a couple of hours on Sundays to plan my week by going over my calendar. I am a very organised and a detail-oriented businesswoman, so I review every client’s meeting and projects for the week so I can get ready for what is ahead.
My typical day begins with me waking up and going to the GYM. Then I go home to pick up our dog Chewy, and I take him out for a walk. When I get back, I make a healthy breakfast for my husband and me, and I am off to my home office, where I spend most of my time.
Most days, you will find me working with my virtual team on client projects as well as projects for Viteri Vibes. Having a structure and following my own project plans and frameworks helps me stay focused on my existing clients while working on new projects at the same time. For example, right now, we are building an e-commerce website for a large company that wants to launch the first Online Pet Supplies services in Chile – similar to Chewy.com or PetSmart.
Meanwhile, we are also developing my first digital course, ‘Content Canvas Academy.’ The course is designed to help couches, digital course creators, and entrepreneurs find their voice, grow their audience, and increase sales with a purposefully driven podcast and video content framework. My digital course is scheduled to go live in the first week of November.
What 3 tips can founders implement into their current strategies that will help them connect their brands with their consumers effectively?
- The first tip I would recommend is to focus on delivering value. Delivering value should come from the genuine intention of giving rather than expecting something in return. Always deliver what the client needs and go above and beyond with the intention of making them a success, not you.
- The second tip is to be consistent. Think of it as being purposeful. By consistently delivering value to your clients you automatically become someone that is reliable and that they know they can count on.
- And the last tip is to build trust. When you build trust, you can connect and build relationships with your clients at a deeper level than just transactional. Trust leads to brand loyalty, which also leads to repeat business. Remember, consumers, buy from people they trust.
To me, the joy and gratification I receive from delivering value, doing it consistently, and building trust is priceless.
How does your own personal mantra “Vibes Speak Louder Than Words” match your company ethos and DNA?
My team and I live by this mantra. It is not just me that my clients interact with; they also interact with my team.
That is why the people I select to work with have the same mindset, and this is the heart and soul of Viteri Vibes.
Wesley, my webmaster, lives in Amsterdam. Christina, my designer, lives in Chile. We share the same values and we gravitate to each other. We talk daily, always moving our projects forward. But most importantly, my clients feel comfortable with my whole team because all of our focus on building real and genuine connections – in other words, we let “Vibes Speak Louder Than Words.”
Who is the most influential female powerhouse that you admire and why?
This is a tough one because there are so many, and I admire them all for different reasons. But if I had to pick one or two, I would say that on a personal level, I admire Mother Teresa because of her unconditional love and giving spirit. My mother was also the same way; she had the same spirit. She was called The Angel of the Embassy of Venezuela in Washington D.C. She was very spiritual, and she had the ability to give unconditionally. She always gave the best to anyone without expecting anything in return. I truly admire her for being such a significant influence on me. She was the biggest influence in my life.
On a professional level, definitely Marie Forleo because of her trajectory. Marie had struggles in her life that she never let get in her way. She lives by the title of her new book; Everything Is Figureoutable where she talks about the fact that we do not have to know everything. That the things that we don’t know we can figure out and that once we do, we will rock our world and everyone else’s world.
I feel like I knew this intuitively, but when I first heard that from Marie, it immediately drew me toward her philosophy because we share similar beliefs.
Name a support network/channel you personally love and can recommend to other aspiring female entrepreneurs out there to become part of?
James Wedmore. His program, Business by Design, has been invaluable to both my personal self and my business self. His program has changed me in ways I never expected.
Explain the best business lesson you have learned so far?
The best business lessons I have learned so far came to me when I was a 15-year-old entrepreneur. One, there is a commitment that is required to be a successful entrepreneur. Two, there is a rewarding feeling you get to experience when you focus on delivering the best customer satisfaction.
What does #BEYOUROWN mean to you?
To me, #BEYOUROWN means to be my true self; to be authentic. Always open, genuine, and focused on giving no matter what hat I wear. This is my happiness; my happy place.
In which areas are you looking to grow and expand Viteri Vibes within the next 3 to 5 years?
When I founded Viteri Vibes, my focus was to provide Marketing and Brand consulting services. That was a year ago, and a lot has changed since then. Over the past year, I’ve learned that when you are a service provider there are only so many clients you can take at the time because there are only so many hours you can work in a given day. This has brought me to my current project – my digital course. I am creating this program so I can provide more value and reach more people without having to be present all the time. Once my digital course is up and running in November, I am planning to create a mastermind. I envision this mastermind to be a group of female thought leaders who will deliver massive amounts of value to other female entrepreneurs.
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