MARY ELLEN SLAYTER, 37
CEO/Founder, Reputation Capital Media Services
After eight years as a columnist for the Washington Post, followed by a stint as general business and finance editor for SmartBrief, a publisher for e-newsletters, Mary Ellen Slayter returned to Baton Rouge. She is now CEO of Reputation Capital Media Services, a content marketing agency serving Fortune 500 companies. She’s taking part in the Baton Rouge Area Leadership Class next year, and is deeply involved in the Louisiana School for Math, Science and the Arts, serving on the board of trustees and as an instructor and mentor of the Young Entrepreneurs Camp.
Inspirational book: Reality-Based Leadership
Anytime I find myself spending too much time and energy on stuff at work that doesn’t directly benefit my clients, I crack open Cy Wakeman’s book again. It’s a quick, tough-love kick in the you know what.
Major professional accomplishments: I am the founder and CEO of Reputation Capital Media Services, a content marketing agency serving Fortune 500 companies from our home base in Baton Rouge. I previously worked as director of content development and senior general business and finance editor at SmartBrief, a leading publisher of e-mail newsletters. Prior to joining SmartBrief, I spent eight years at the Washington Post, where I wrote the Career Track column and worked as an editor in the business news department. I have a master’s degree in journalism from the University of Maryland and a bachelor’s degree in agronomy from LSU.
Volunteer and community involvement: Baton Rouge Area Leadership, class of 2015; Louisiana School for Math, Science, and the Arts Foundation board of trustees, elected member and public relations committee chairperson; religious education instructor, Unitarian Church of Baton Rouge; Young Entrepreneurs Camp, co-instructor and mentor; LSMSA Connections Weekend, alumni panel participant and presenter; Baton Rouge Area Chamber, member, talent committee
PROFESSIONAL
When you were a child, what did you want to be when you grew up? A lawyer. I don’t know what I was thinking.
What was your first job, and what did you learn from it? Behind the counter at Burger King. That’s there’s no such thing as “that’s not my job.” If you are at work and it’s not illegal or immoral, it’s your job.
What is your favorite place for a business lunch in Baton Rouge? The patio at Parrain’s. I don’t have a lot of local meetings, but I logged a lot of co-working hours with my team on that patio in the early days before we had an office.
What do you consider your greatest achievement? Starting my company and still being in business three years later. I started the firm in the middle of an extremely chaotic time in my life: I had just filed for divorce, moved cross country and been laid off from a job that I loved. I had my doubts that it was the best time to launch a content marketing agency. But an experienced entrepreneur convinced me that it was actually the best time to start a business–I had no comfortable alternative to success. These days I’m inclined to agree with him.
The old saying goes, “Be the change you want to see in the world.” Specifically, what are you “being” to make Baton Rouge better? Baton Rouge can be very provincial. It’s easy for people to just stick to what (and who) they know around here. I want to see our businesses be more ambitious. Stop falling all over each other for the same little local deals. We can compete on a global scale. Go for the Yankee money.
What ritual do you do to get pumped up before a big meeting, presentation or pitch? Getting pumped is never my problem–it’s calming down. I tend to think and move pretty quickly. On big meeting days, I dial down the coffee and try to get some exercise in early in the day.
What has been the most fulfilling moment in your career so far? We’re 3 years in and growing like crazy, and I’ve still never made a cold call.
What was your professional aha moment? When it really sunk in that we didn’t have to work with anyone we didn’t like, no matter how much they wanted to pay us. We now spend a lot of time upfront assessing client “fit.” A well-known name and a generous budget aren’t guarantees you’ll be able to produce high-quality work together.
How many times will you try something before admitting it doesn’t work? Three.
What is your best productivity hack? It’s not really a hack, but I’m a ruthless delegator. If there’s someone out there better at something than me, I’ll find a way to offload it to them as soon as possible. I try to save my time for what I’m really great that also energizes me.
What does your job entail that would shock customers or clients if they knew about it? How little writing I actually do these days. I don’t even write most of the material that goes out under my byline anymore. I sketch out the idea, conduct the interviews and other research, and hand my notes over to someone else on my team. Because she can do in 10 minutes what will take me an hour. I overthink it.
What’s a weird rule at your job that you know is only there because someone was dumb enough to do it in the first place? Oh, we have some funny rules at Rep Cap, but none of them are fit to print.
TECHNOLOGY
Mac or PC? PC, but I am constantly tempted to cross over and join all the other marketers.
What’s your preferred mode of communication: text or phone call? Text and email. Few things irritate me more than non-emergency, unscheduled phone calls.
How low will you allow your remaining battery life to get (in %) before you have an anxiety attack? My battery dies all the time. But in my fantasy world, it would never get below 50%. And I would show up for everything 5 minutes early with perfect hair.
How many unread messages are in your inbox right now? 0.
What app gets you through the day? Basecamp. If you want me to do something, assign me a to-do.
Are you quick to adapt to new tech, or did you hang on to that flip phone way after it became obsolete? I like to think I’m pretty quick to try new things out, but I won’t toss perfectly good tech (my 3-year-old Toshiba laptop and iPhone 5 are chugging along just fine, thank you very much).
PERSONALITY
Breakfast at home? Breakfast on the go? Breakfast at your desk? No breakfast at all? At home. It’s usually just coffee.
Is the glass half empty or half full? What’s in the glass? Half full. Tap water. Baton Rouge has the most amazing tap water–I missed it when I lived in D.C.
What’s your motto? Ask me if you meet me. It’s not fit to print in the magazine.
When did you realize you had grown up? When I realized some of my high school and college friends were doctors, and were responsible for making life and death decisions. (I also stopped being in awe of doctors at that point.)
Which historical figure do you most identify with? Zenobia. She was like Cleopatra, only prettier and meaner. She had a very hands-on leadership style–riding out with her soldiers in battle–that I admire. I have a tattoo of her royal seal on my left arm.
What trend do you really wish would come back? Free-play for children. Modern kids are way over-schedule and supervised.
If you could choose your age forever, what age would you choose and why? I really love my age now, so I might be tempted to choose that. But I wouldn’t want to miss out on what’s ahead!
What is your greatest regret? That I didn’t go in business for myself sooner.
When and where were you happiest? Now!
Which talent or superpower would you most like to have and why? Teleportation. No more TSA lines!
If you could change one thing about yourself, what would it be? I wouldn’t constantly be running late.
What’s your most treasured possession? A quilt my great-grandmother made for me when I was an infant. My daughter uses it now.
If you could live anywhere on this planet and take everything that you love with you, where would you choose to live and why? Costa Rica. I hate being cold, and they have universal health care.
What do you most value in your friends? Their diverse perspectives.
What is your theme song? The Dukes Of Hazzard theme song.
Who would play you in a movie? Claire Danes.
If you could go back in time 20 years, what advice would you give yourself? Take more chances.
What useless piece of information will you never forget? I know the words to every Fleetwood Mac. I don’t even like Fleetwood Mac.
Who’s the most famous celebrity you’ve ever met? At the Post, my desk was next to Bob Woodward’s office. But I actually met him at the CVS next door.
LOOKING AHEAD
Three things on your bucket list: Seeing the Bay of Fundy (Biggest tidal differences in the world!), serving as a foster parent, and running for–and winning–political office.
If you have children, what concerns you most about the future they will inherit? I’m worried we’re not making the investments we need to in the general welfare (health care, transportation, housing, education) for a stable society. Short-term individualistic thinking will hold us all back in the long run.
Do you plan to be in the Capital Region five years from now? Absolutely! Y’all are stuck with me for a while.
Why have you chosen to make your home in the Capital Region? This city has the potential to be something really great. I want to be part of that transformation.
Have you peaked, or do you think you’ll still have it when we launch our hypothetical “Forty Over 40” awards years from now? People in my family live a really long time, so I hope so.
