PORTRAIT OF PURPOSE //Joy Allen-Altimare “If you don’t like something, change it. If you can’t change it, change your attitude.” – Maya Angelou Since I was six years old, I have been a swimmer. I swammonolithic, which is super important for my role and those competitively in high school, a few years in college andof my colleagues. I shifted to the corporate side working I continue to swim a couple of days a week. Swimming for Condé Nast and then Equinox. Shortly thereafter I found helped me stay fit – both mentally and physically – evenmyself in private equity, leading innovation, and growth in during a “geriatric pregnancy” and through the first (andsome of the most demanding environments. And, while hopefully last!) pandemic. Therefore, when I think of thethese environments can sometimes be challenging for an sport of life – which is what we participate in every dayintelligent, tall, Black and ambitious woman with a voice, when we come to Havas – I think of it like swimming. I hold true the purposeful – maybe meaningful – walk of Rosa Parks and my favorite Maya Angelou quote. Swimming – like a couple other sports: gymnastics, tennis, etc. – requires consistency, strategy and technique.As I continue to explore the world of building business, I When you skip one day – the “game” continues to be in started to fall in love with all aspects of the business. What play, even on a “day off.” Marketing, media, advertising,I’ve realized is – good business starts from good data and messaging is a constant – and to “win the game, ” and exceptional design. The products we design provide an intentional curiosity and a competitive compassion isinsight into consumer behavior – so we can effect the way key! Pure strength isn’t enough to win the long game –individuals impact the world. How exciting and powerful you need a dedication to understanding human behavior is that!?! – actually, predicting human behavior which requires a dedication to strategy, and continuous optimization, thatOverall, my experiences allow me to have a deep is only bolstered by technique across disciplines that trulyunderstanding, and appreciation, for consumer drive growth. engagement – far beyond the financial transaction. I love leveraging marketing behavior, tools and expertise When I think about my career, my path toward CRO, it hasto help predict – or change – behavior so that we can been full of adventure, humility, and great learnings. Forengage people and drive growth. I started in advertising the first twelve years of my career, I worked at agenciesdoing strategic work, and when on the corporate side – I like Publicis and Ogilvy, as well as some amazing nicheled strategic teams that drove revenue. Now I’m back, agencies like Burrell, Carol H. Williams and the Uniworldhappily merging the two worlds. It goes to show you if Group. The experiences that I have had in both mass/ you enjoy what you do – the actual substance that can be general market and niche/ethnic markets provides me impactful – there is not a place, a position nor a title that with an inclusive point of view that resonates with ourcan constrain you. clients, their business and the future of growth. It also laid the foundation for me to understand the strategic nuances that come with talking to communities that are not JOY ALLEN-ALTIMARE Chief Business Officer at Havas Media Network