Amy Hollister

What work are you doing now and what about it inspires you?

Even though I’m working with two very different clients right now – a lung cancer foundation and a restaurant holding company – the need is similar: to help them be as effective and as impactful as possible. That opportunity, to help organizations supercharge results by telling their story in the most meaningful way and really connect with their audiences, is what inspires me.

‍

What superpower do you bring your clients and colleagues?

I love uncovering the consumer insights that drive motivation and behavior. I have a keen ear for the nuance or even specific words that can make a difference, and I have empathy for the consumer’s perspective. The most exciting part of the work is finding the intersection where organizations can deliver on what consumers most want and need to benefit both sides.

I also get excited about digging into piles of data and information and synthesizing what feels like unconnected bits of inputs to put together the story, the themes that can serve as the foundation for a winning strategy.

But my real superpower is making goofy plays on words and groan-worthy puns. It’s genetic – I come from a long line of cringey punsters! Our humor is truly pun-ishing! :)

That opportunity, to help organizations supercharge results by telling their story in the most meaningful way and really connect with their audiences, is what inspires me.

‍

Why did you join the Brand Federation team?

I got into brand management in the CPG industry more than 20 years ago because I loved the idea that brands have full-fledged, 360-degree personalities, and they form relationships that matter with their consumers. In large part, a business succeeds based on how well its brand fulfills on the promises necessary to maintain that healthy, positive relationship.

Now working with the Brand Federation, I get to focus all my energy on shaping a brand’s strategy and how it comes to life for consumers. And I get to do work that I love with the best – the team at Brand Federation is so sharp, so astute, and so fun, that it’s just an absolute pleasure and privilege to get to work with them.  

‍

Have you read a book lately that you’d recommend?

I just finished listening to Trevor Noah’s book, Born a Crime. It was this unexpected mix of humor and horror to hear his real-life, first-hand accounts of life under South Africa’s apartheid regime as a person of color.

‍

What gets your energy and time outside of work?

My husband and I have two teenagers at home which keeps life pretty busy, plus a sweet rescue mutt. We love to travel – see new places, experience different cultures and try local foods. Pre-COVID, we took annual family trips to different far-flung locations. We can’t wait to get back to that! But in the meantime, we enjoy getting together with friends, trying different restaurants, and cheering for my hometown San Francisco 49ers.

‍