Lessons Learned: A Digital Marketer’s Journey from NYC to San Diego

Marisa Cali, Founder of Live on Social Now, a digital marketer, and live event professional has had a rollercoaster journey in the marketing industry. From working in a high rise in NYC to getting laid off and moving back home to San Diego, Marisa’s story provides key insights into the importance of staying adaptable and resilient in the marketing industry.

Marisa’s journey began in 2006 when she started out doing customer service for a web design company in San Diego. Fast forward to 2013, when Marisa was working as a digital marketer in NYC and had just gotten married. She decided it was time to move back home to San Diego and start a new chapter. Her employer allowed her to work from home, but this shielded her from updates on the industry.

Marisa’s move back home involved serving as a LinkedIn content creator for a co-working space and their clients, including startups and solopreneurs. She helped the co-working space build their client base through LinkedIn content and served as a ghostwriter for the business development person. When the pandemic hit, the co-working space had to stay open but no one was coming in. Marisa and her team created a morning show using StreamYard to communicate updates and showcase the business owners who were members of the space. The show was 35 minutes long and provided content for viewers, but Marisa and her team did not initially plan on utilizing it as a content strategy going forward.

Marisa has a background in customer service and digital marketing. She started out doing customer service for a web design company in San Diego in 2006. Her previous experience includes working in customer service and sales for Verizon Wireless during the release of the iPhone. Marisa was present at a meeting in NYC where they previewed the first camera or color screen phone (flip phone).

Despite her experience, Marisa’s income decreased significantly when the startup she was working for faced financial difficulties and marketing was the first thing to get cut. This served as a wake-up call for Marisa to focus on clients she knows she wants to serve and to prioritize personal branding.

Marisa began to focus on helping others with their personal branding and LinkedIn, but had not yet narrowed down her niche by industry. She used her connections in the real estate industry to find work after losing her job. Real estate brokers she contacted were already working with consultants to help them with their websites, which is where Marisa was able to make connections and start doing data entry to get things online. This was how she transitioned into the world of social media.

When Marisa’s replacement was hired, she found out she was going to be let go and started looking for a new job. Marisa couldn’t find a similar job because of her pay requirements, location and doubts she had about her expertise in the field. This is when Marisa knew it was time to start her own business.

Marisa’s goal is to serve those who don’t understand tech and remove guesswork for them. She is emphatic in the importance of focusing on her why and staying resilient instead of obsessing over the number of clients or employees she has. Marisa hopes to continue to mentor others and to have at least two or three people on her team full time in the future, but she acknowledges the need to “let go” of control to achieve this.

Marisa’s journey in the marketing industry provides key takeaways for those starting out and those who are already in the industry. Staying adaptable and being open to learning new things can go a long way in helping you succeed. Prioritizing personal branding and identifying your niche can help you attract clients. Lastly, focus on your why and don’t obsess over numbers.

Stay resilient and keep pushing forward towards your goals!