This blog is brought to you by Stevie Escoto, Senior Managing Director at Girlilla Marketing.

WOOOOOOO!!

That high-pitched sound you hear from pedal taverns on Broadway or moms cheering from the sidelines at a baseball game? At Girlilla Marketing… that’s me.

A few years ago, Jennie asked our team to block out time for a self-assessment and team-building exercise with our brilliant former coworker, Sara Grosdidier. She had recently left the world of management to focus on helping professionals and companies discover and cultivate their strengths. We were her guinea pigs—well, maybe test monkeys is more accurate. I had no idea just how much it would impact every part of my life.

After answering a long series of questions, we received our results. Most people got themes like Analytical, Adaptability, or Strategic.

Mine? WOO.

Wait… what the hell is WOO?!

Cue the giggles around the conference table.

WOO stands for “Winning Others Over.” It’s all about the thrill of meeting new people and earning their trust. It’s about finding satisfaction in breaking the ice and making a genuine connection. People with WOO help create positive, collaborative teams by fostering relationships and building momentum through human connection.

Once we broke it down, I started to see just how much WOO influences not only digital marketing, but also leadership - especially in a fast-paced office environment.

Your first interaction of the day can set the tone for everything that follows, not just for you, but for everyone who hears it. That’s a responsibility I carry with me, especially at Girlilla. Whether it’s a cheerful “Morning! Did you see that game last night?” or a genuine “Hello!” in return, that small spark can ripple through the day. It’s contagious, but not in a disingenuous way.

Speaking of contagious energy, digital marketing is nonstop. The to-do list never ends. Late-night releases are the norm. It’s easy to feel weighed down by the process, but I try to keep my eye on the end result.

Instead of getting stuck in the how, I channel the why - the joy someone feels seeing their favorite artist announce a tour. I think about the rush of excitement I get when my own favorite band announces a show, the flurry of texts to friends, the thrill of buying tickets, and the buzz when that confirmation email hits my inbox. That’s what I hold onto while posting at midnight. Not the fatigue, the feeling. Because that’s what it’s all about.

It’s not about adding a tour date. It’s about someone experiencing a moment they’ll remember. It’s the client seeing their vision come to life after years of work, now living in the world for others to make their own.

Whether I’m on a tour bus, in a boardroom, on Zoom, or at a ballfield, I instinctively look for a point of connection that isn’t work-related. It breaks down walls and makes conversations lighter and more trusting. It makes hard conversations easier, pitches more comfortable, and long days feel shorter.

For example, I was at the Music Biz Conference in Atlanta last week. While waiting for breakfast, I spent 10 minutes chatting with eight strangers about the Braves walking it off in the ninth inning the night before. That made the “what do you do?” conversation so much easier than going in cold.

We’re all running nonstop, balancing work, life, and everything in between. Everyone is carrying more than we can see… picture the iceberg meme here. A little kindness, a burst of energy, or even a corny joke can go a long way.

I’ve seen it with clients - when I ask them to add something new to their already-full plate, enthusiasm and results help. They know I’ll guide them through it and that the payoff will be worth it.

I’ve seen it in my hardest (and favorite) job - being a mom. Raising 13- and 10-year-old boys (so many smells, sounds, and Skibidi things) while juggling a busy client roster isn’t easy. But the connections I make from 9 to 5 help me show up stronger for my kids. I’ve bonded over baseball, which makes it easier when I’m taking a call while running the concession stand on a Friday night. It’s all connected. It all matters.

That said, let’s be real… being filled with WOO can be exhausting. Fatigue is real, even for the most extroverted extroverts. Finding balance and carving out space to recharge is essential. I strive to keep a life outside the screen and surround myself with WOO at home so I can keep showing up for others. My neighbors, my mom friends, my family, all help me find joy outside the screen.

Whether you’re pitching a client, collaborating with a team, or just trying to make it through a Tuesday, don’t underestimate the power of a well-placed WOO. Its impact will do far more good than you can ever imagine… online and in real life.

Also… next time we’re on a Zoom together and I say some dumb one liner to end the call, now you’ll know why.