Q&A: Caitlin Garrett of Breaktime Media
Caitlin Garrett
EVP, Client Service and Operations
Breaktime Media
Main job responsibilities: I lead our client service and operations teams, with a core focus on delivering best-in-class customer service that exceeds client expectations and produces results clients can get excited about. I also prioritize fostering a positive and rewarding internal work environment for my teams. I provide opportunities for professional development, creating a collaborative and supportive environment where everyone can thrive.
How you help clients win during uncertain times: At Breaktime, we recognize that navigating these uncertain economic times presents unique challenges for brands. Even with the recent slowdown in inflation, there has been a lasting shift in consumer behavior. That's why we approach all partnerships from a place of empathy, prioritizing a deep understanding of each client's individual goals, challenges and unique brand story to truly grasp where we can help move the needle. By rooting our solutions in this understanding we can tailor our strategies to their specific needs and constraints, whether it's budget limitations, shifting consumer behavior or any other concern.
We also believe that innovation is key to not only navigating these challenging economic times but also ensuring our clients consistently win with shoppers. In today's hyper-competitive market, fostering deep customer loyalty is more crucial than ever before. We're dedicated to developing and implementing new solutions and innovative strategies that empower brands to tell compelling stories and build lasting relationships with their customers. Our goal is to ensure our clients' brands remain top-of-mind and consistently resonate with their target audience.
And finally, it's all about results. Every dollar spent on marketing needs to work hard, especially in today’s landscape. That's why we focus on delivering measurable outcomes that clients can truly celebrate. We track key metrics, analyze campaign performance and provide transparent reporting so we can see what's working and continually optimize our strategies.
New marketing tactic that you use: AI has been a focus for us — not just for clients, but also internally. In the past year, we've rolled out a solution that we and our clients are super excited about. This solution uses AI to offer personalized recommendations to shoppers based on their tastes and preferences. By incorporating built-in add-to-cart functionality, shoppers can also purchase the recommended products in a few simple clicks. By using AI, we're able to help our clients give shoppers the individualized experience they're looking for.
Internally, we've been using AI to help make our day-to-day more efficient and help give our people more time back in their day to work on projects that they enjoy or that will challenge them more. This helps our team and company continue to grow.
Best career advice you've received: Step outside of your comfort zone and embrace continuous learning. Doing both of these things is the reason why I’ve gotten to where I am today, and they're things I now always push with my team as well. Leaving your comfort zone is not only going to help with career growth. It also challenges you and keeps life interesting and exciting. Read the books, take the course or just talk with people — whether that's with peers, mentors or others in your industry — to get their opinions. You're always going to learn something or get fresh ideas. By doing both of these things you're going to continuously make yourself better.
Memorable aha moment in your career: One of the most valuable "aha" lessons I learned early on in my career is the importance of human connection in business. When I first started out, I often focused solely on the transactional aspects of my work, prioritizing deliverables and meeting deadlines. However, I soon realized that building genuine relationships with colleagues, clients and other stakeholders was equally — if not more — important.
By taking the time to understand others' perspectives, empathize with their challenges and build authentic connections, we can collectively achieve so much more. Strong relationships foster trust, collaboration and mutual respect, leading to more productive and fulfilling work experiences for everyone involved.
Ultimately, business is about people. We all have ambitions, goals, families and things we're dealing with personally. So let's just build that personal connection — let's be friends.
What you're reading and watching on TV right now: As part of our client service team book club, we’re reading "Creating Superfans" by Brittany Hodak. She tells the story in a really fun way and it's been enjoyable to read with the team.
As far as TV, my husband and I have been going through all the Taylor Sheridan shows, like "Yellowstone," "Lioness" and "Landman."
Upcoming travel plans: We're taking our 2-year-old and 5-year-old, along with my brother's family, on a trip to Disney World to celebrate my mom's 70th birthday. It has always been her dream to go to Disney with the grandkids, so we're excited for the chaos.
