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Celebrating 30 Years of Creative Marketing Arts: A Journey of Resilience, Adaptation, and Community
In 1994, after 12 years as a marketing director in the shopping industry, the birth of my daughter Kelley changed my life trajectory. Her arrival made it clear that I needed the flexibility to be there for her, whether she was sick or needed to be picked up early from school. This realization led me to clear off the kitchen table, set up a new computer with Windows 95—quite the departure from the DOS environment I was accustomed to—and embark on a new journey.
With Kelley’s cries in the background, I started calling everyone I knew in the industry to identify weak links and see how I could be of service. My first client was Serramonte Center in Daly City, and today, they are still with me and CMA. The school outreach program was a hit, and within a year, I had over 16 centers across the country signed up, many from my previous employer, Corporate Property Investors. The rapid success necessitated hiring help, and from that moment, things never slowed down.
The first decade flew by with a whirlwind of event productions, community outreach programs, advertising campaigns, merchant outreach initiatives, and ongoing reputation management. However, the rise of the Internet and social media in the early 2010s posed new challenges. By 2012, with Sara Espinosa’s return to CMA to spearhead Facebook campaigns and digital ads, we pivoted towards digital programs. Despite the struggle and growing pains, by 2015, we had fully transformed into a digital and event agency.
Event coordination, often described as a glorified carnival job, proved to be one of the toughest parts of the job. Events require extensive setup, are costly, and their success is fleeting and dependent on factors beyond our control, like weather and vendor reliability. If I could advise my younger self, I’d emphasize focusing on hardcore advertising on digital channels and developing ongoing programs with trackable sales and analytics, like the school program. While events can be thrilling, they are also unpredictable and exhausting.
Despite the challenges, CMA has given me countless reasons to be grateful. I cherish the relationships I’ve built with clients who have become dear friends, sharing in their lives’ milestones and joys. My staff, especially long-time teammates like Sara Espinosa (aka Larry) and Kayla, have been pillars of support and loyalty. Kayla, with her three young children, knows she can always count on me for flexibility and understanding.
Reflecting on my journey, I sometimes think my younger self might have thrived as a leasing broker, where respect and recognition are more readily given. However, the path I chose with CMA has brought me immense satisfaction, freedom, and joy. I am deeply thankful for the trust and belief my clients and staff have placed in me, allowing us to create something special together.
Here’s to 30 years of Creative Marketing Arts—may the next decades be filled with continued growth, innovation, and community. Namaste, and thank you to all who have been part of this incredible journey.
With gratitude, Kimberly Kelley
