Today we’d like to introduce you to Lauren Pettigrew.
Lauren, please share your story with us. How did you get to where you are today?
For me, it began with the realization that I would never discover true happiness pursuing a conventional path. Confinement in a cubicle was not a life I was willing to succumb to. In my early years of education when asked about my ambitions, I responded, “I want to travel, grow, and encounter events that will change my life in extraordinary ways.”
I attended the University of North Carolina at Wilmington, pursuing a Bachelor’s in Business Marketing at the reputable Cameron School of Business. Tucked between the Cape Fear River and Wrightsville Beach, this historic town full of character will always hold a special place in my heart. In my senior year, I studied abroad at Euromed Marseille, further fueling my passion for travel, new cultures, and creative environments.
After graduating, I worked in my hometown of Charlotte, NC where I partnered with local radio and brand reps to increase event awareness, manage and supervise a full staff, and plan and promote events via social media and integrated marketing plans. I first visited San Diego in 2013 to tour the Fashion Institute of Design and Merchandising campus. A beach kid at heart, I fell in love with the coastline, the laid back lifestyle, and the creative community. I returned to North Carolina, applied, was accepted, and subsequently took off across the country with only what would fit in my Saturn Coupe.
I continued to work in the service industry in the areas of marketing, social media, and front of the house management while pursuing my Professional Designation Degree. At the end of my senior year, I began an internship with TRND, a fashion forecasting company, where I would conduct online and in the field trend analysis at fashion shows, music festivals, and trade shows. I worked hand in hand with the founder to translate that analysis into seasonal reports for designers and wholesalers. As my responsibilities grew, I also managed social media content and marketing strategies.
After a brief stint in LA and quickly realizing it was not a good fit for me, I found myself back in San Diego trying to pursue a career in the fashion industry, which is next to impossible. I freelanced, interned, and took on projects for no pay to gain experience and connections. I worked for minimum wage, at one point juggling nine different part time jobs. Eventually, I discovered lifestyle media, which incorporated all of the aspects I love about fashion and more (music, community, events, food and beverage – the possibilities with lifestyle media are endless). I began interning and freelancing for local media companies and was introduced to San Diego Magazine through one of those amazing companies, ListenSD.
I still have that desire to grow, learn, and evolve, but I have finally found a company that allows me to pursue my passion AND continue to learn something new every day. I get to participate in constant engagement in the San Diego lifestyle and share the best plates, pours, places, and faces in our city with our audience for a living. It’s a role that I am proud of, a job that is fulfilling, and after the long journey to get here, an opportunity that I certainly don’t take for granted.
Has it been a smooth road?
I think everyone faces obstacles and challenges throughout their journey. Mine was no exception. Unconventional paths are oftentimes risky. Moving across the country by yourself, you leave family and friends that are like family behind. You uproot your life and have to make a completely new home for yourself.
I poured everything I had (mentally, financially, socially) into work and school, with the notion that if I worked hard enough, there was no way my career dreams wouldn’t come true. I did everything I thought I was supposed to do at FIDM to find success. I graduated at the top of my class with a 4.0 as a Valedictorian Finalist. In return, I was sent to LA for an internship that didn’t exist and was misguided by the FIDM Career Center at every turn. Upon graduation, I received access to the “esteemed list” of industry connections and job listings, which, in reality, was an abundance of job listings for minimum wage retail associates – even a job listing for a sign spinner. To say I was disappointed would be an understatement. I was deeply in student loan debt and had the looming feeling that I would spend the rest of my career working in a stagnant, dull environment, which was everything I had worked so hard to avoid.
When I realized I would not find any help with career placement from FIDM, I began trying to find my path myself. Which is one thing when you’re pursuing traditional employment. It’s quite another when trying to find connections in the niche, coveted, and unapproachable fashion world. Slowly, I began to find freelance and seasonal work, but it was never as advertised. I expected to be working in creative environments- learning, growing, contributing. In reality, I was a 9-5 clock puncher who sat in front of a computer all day and pulled dated designs from competitors to present to corporate leaders for “inspiration”.
I worked in some toxic environments. I’m not talking, “I don’t enjoy the work I’m doing” type environments. I’m talking full on HR nightmares where my entire department was hospitalized with stomach ulcers as a direct result of our supervisor’s unprofessional behavior. Ultimately, I decided it would be detrimental to my health to continue on that path and began looking for other options.
Instead of dwelling on misfortunes, I try to reflect on those struggles as lessons learned and stepping stones to where I am today. Through those trials, I have found a way to make a career out of doing what I love in a city I love. Did I struggle? Yes. Was it ultimately worth it? I think so.
Tell us more about the business.
San Diego Magazine is a lifestyle media publication, which has been bringing the best of San Diego to its audience since 1948. We’re a multimedia company, producing a monthly print publication, a wedding publication, eleven annual events, along with digital and social media.
I started as a Sales Coordinator in May of 2018, responsible for digital and custom print advertising tracking. I quickly took an interest in applying my previous media and marketing experience to assist with social media projects. As our social department grew, I took on more responsibilities, assisting the Social Media Manager with partnerships, sponsored content, and editorial content. I’m now moving into a full time position in the Social Media department, where I hope to continue to immerse myself in the community and develop our platforms.
Working in less than ideal work environments makes you appreciate a good thing when you have it. From day one at San Diego Magazine, I have been encouraged to follow my passion and develop my skills. I’ve felt supported by superiors and colleagues, and while no workplace is ever perfect, I truly feel we have a special collaborative environment. This company is made up of people who live and breathe San Diego, and that passion reflects in the finished product. It’s an organization that I am proud to be a part of.
I’m finally seeing my dreams come to life and have had to opportunity to work on some bucket list projects, like interviewing my musical idols, photographing the top events in San Diego, collaborating with celebrity chefs, and partnering with local legacy brands.
How do you think the industry will change over the next decade?
The media industry is constantly changing, which is a blessing and a curse. Many print publications have fallen by the wayside, but I think the integrity and longevity of the San Diego Magazine brand have helped us stay the course. The company has been innovative and instead of losing relevancy, they have found a way to integrate events, digital components, social campaigns, and more into the brand in a beneficial manner.
I think we will have to continue to find ways to be innovative and stay ahead of industry shifts and trends. Right now, we’re looking at IGTV and video content dominating the social media world next year. We’re partnering with local companies to help tell their stories through these platforms.
Contact Info:
- Website: sdmag.com
- Email: laurenp@sdmag.com
- Instagram: @laurenashleylifestyle @sandiegomag
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