Lara Schmoisman is a business strategist and the CEO & Founder of The Darl, a boutique marketing agency known for breaking the rules when it comes to digital marketing, and creating unique and multi-beneficial collaborations for different startup companies. Armed with an accent, grit, and true authenticity, Lara helps entrepreneurs from around the world stand out from the crowd and grow in the digital world.
Lara Schmoisman was born and raised in Buenos Aires, Argentina where spent much of her time listening to the radio and watching TV. Even as a little girl, she knew that the world had many possibilities, and was the type to make things happen. At just 14 years old she started working at a radio station learning the ropes.
From there, she went to school to earn a certificate in screenwriting and a BA in Radio and TV production. But as most of us probably know, life after college wasn’t exactly easy. And life after college in the entertainment industry? That was rough…so, unsurprisingly, was not able to find a job.
Later that year, Lara Schmoisman came to the US to learn English. One thing led to another, and some doors started opening. Taking as many jobs as possible and sleeping little, but even so—somehow life was starting to fall into place. Opportunities to learn and grow came my way. I worked in TV, film distribution, digital, marketing, and advertising. Later on, I was even giving lectures at CALPOLY Pomona she was living her dream, or what she thought was my dream at the time.
After flirting and dating for a while with each industry, Lara Schmoisman realized that she didn’t want to settle down with any of them because each one was equally important. They complemented each other. And, as she was taking a step back and evaluating where she was going, new opportunities came her way, which prompted me to start her own agency, The Darl.
What was your nugget of wisdom?
I truly believe in authenticity; so I designed an environment I call “ecosystem,” where each part of the puzzle connects with another. For each brand, we create a unique strategy, utilizing all the elements from our media ecosystem to help achieve the brand’s specific goals.
Why?
Because one element cannot be isolated from the big picture of the digital jungle. Everything is balanced by teamwork, kindness, creativity, and collaboration while staying true to the brand’s unique story.
Every brand is different and requires a custom approach, and no one knows the core beliefs of the brand better than the client. Because of that we make it a point to team up with each client and build a strong relationship. We immerse ourselves in their beliefs. It is impossible to make good content and tell a brand’s story successfully if you don’t understand that brand, so only after we have a clear understanding of the brand image and voice do we build the strategy.
What makes The Darl unique?
I truly believe in authenticity; so I designed an environment I call “ecosystem,” where each part of the puzzle connects with another. For each brand, we create a unique strategy, utilizing all the elements from our media ecosystem to help achieve the brand’s specific goals.
One element cannot be isolated from the big picture of the digital jungle. Every brand is different and requires a custom approach, and no one knows the core beliefs of the brand better than the client. Because of that we make it a point to team up with each client and build a strong relationship. We immerse ourselves in their beliefs. It is impossible to make good content and tell a brand’s story successfully if you don’t understand that brand, so only after we have a clear understanding of the brand image and voice do we build the strategy.
At The Darl, everything is balanced by teamwork, kindness, creativity, and collaboration while staying true to the brand’s unique story. I took everything I’ve learned from my past leaders and designed a work culture my team can feel proud of. For me it’s important that they know I am not afraid to roll up my sleeves and get my hands dirty. We’re a multi-cultural, multi-ethnic team of talented, single-minded, creative, and driven individuals who love to do what we do.
What is your proudest business accomplishment?
I would 100% say that founding my own agency after 20 years working for other people was my proudest accomplishment. I took everything I’ve learned from my past leaders and designed a work culture that myself and my team are extremely proud of. I can now say that I am only going up. With the right process in place, and a lot of hard work, I continue to move forward and conquer goals while inspiring others (without the bullshit).
What has been your biggest business failure?
More than a big business failure, I would say that I have had to deal with mistakes that could have been avoided. But thanks to them, I have learned and grown. When starting your own business and flying solo, you are going to cross paths with people who are there to just give you a lesson, that are not right for your business. I have encountered my fair share of those people, and sometimes you end up hiring people who will not try as hard as you to get your business going.
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