To accomplish this, Linda focused her efforts on cultivating two-way conversations with customers. With a rapidly growing global brand, it was critical that Alibaba not lose sight of its audience. Alibaba had 22,000 employees at the time and was in a highly acquisitive phase as it sought to expand beyond China. It was 2009, and an incredibly pivotal moment for the company. Linda’s first foray into operations was at Alibaba, when she accepted the role of global marketing lead - a role that (laughably, now) felt like a bit of a gamble. Ultimately, she says, it boils down to fostering open communication, mobilizing communities and never losing sight of your customers. In recounting her experiences at some of the most influential companies in the world - Alibaba, Evernote and now Etsy - Linda gave us a glimpse into her proprietary formula for building strong brands with loyal followings. Thus began Linda’s transformation from journalist to operator. Linda learned some valuable lessons along the way, most notably about how companies use media to spin their stories, and ultimately decided she’d rather work within a company to prevent those crises than manage them from the outside. She got her start in PR, where she helped companies navigate crises, IPOs, scandals and some good news, too.
Communication has always been top of mind for Linda. “The world could use more dialogue,” Etsy COO Linda Findley Kozlowski noted last week as she addressed our rapt audience of female operators from leading NYC Tech companies, including Dia & Co, Casper, Glossier and Slice.
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